Direct Marketing in the Digital Age discusses options for conducting direct marketing through various digital channels like websites, mobile apps, and social media. It also outlines considerations for designing an effective sales force, including objectives, structure, and compensation. Word-of-mouth marketing driven by social media is highlighted as important for success. The six key steps in the selling process are identified as prospecting, preapproach, presentation, overcoming objections, closing, and follow-up.

1. 1
Direct Marketing in the Digital
Age
(What are the options?)
Ryan T. Bonifacio, MD, FPAFP, FPCGM
Ateneo Graduate School of Business
Central Luzon Doctors’ Hospital
Managing Personal Communications

2. 1. How to conduct?
2. How to be effective?
3. How word of mouth affects
marketing success?
Questions and Objectives:
Direct Marketing:

3. 4. How to design and manage a sales
force?
5. How to improve skills?
Questions and Objectives:
Direct Marketing:

4. 1. Interactive marketing system using
one or more media
2. effect a measurable response or
transaction at any location
3. Electronic marketing shows explosive
growth
Outline:
Direct marketing is…

5. 1. How to conduct direct marketing?
• Face to face selling
• Direct mail
• Catalog marketing
• Telemarketing

6. 1. How to conduct direct marketing?
• Interactive TV
• Kiosks
• Websites
• Mobile devices

7. 1. Websites
2. Search ads
3. Display ads
4. Emails
5. Mobile marketing
2.How to carry out effective marketing?

8. Engages customers to talk!
Driven by social media
3. How word of mouth affects marketing success?

9. DESIGNING
THE SALES FORCE
Sales force
objectives
Sales force
strategy
Sales force
structure
Sales force
size
Sales force
compensation
4a. What decisions to consider in designing the sales
force?

10. Managing
THE SALES FORCE
Recruiting
and selecting
sales
representatives
Training sales
representatives
4b. What decisions to consider in managing the sales
force?
Supervising sales
representatives
Motivating sales
representatives
Evaluating sales
representatives

11. Prospecting and
qualifying
5. How to improve skills?
No single approach works
best!
Preapproach
Presentation and
demonstration
Overcoming
objections
Closing Follow-up and
maintenance

12. 1. How to conduct?
2. How to be effective?
3. How word of mouth affects
marketing success?
Questions and Objectives:
Direct Marketing:

13. 4. How to design and manage a sales
force?
5. How to improve skills?
Questions and Objectives:
Direct Marketing:

14. 1. Conducted thru face to face selling,
direct mail, catalog marketing, telemarketing,
interactive tv, kiosks, websites & mobile
devices
2. Effectively carried out thru websites,
search ads, display ads, emails, mobile
Summary:
Direct Marketing in the Digital
Age is…

15. 3. Word of mouth engages customers to talk
and driven by social media.
4a.Considerations in designing the
sales force include: objectives, strategy,
structure, size, and compensation.
4b.Considerations in managing the
sales force include: recruiting, training,
supervising, motivating, and evaluating
Summary:
Direct Marketing in the Digital
Age is…

16. 5. Selling is a six step process:
prospecting, preapproach, presentation and
demonstration, overcoming objections, closing,
and follow-up and maintenance.
Summary:
Direct Marketing in the Digital
Age is…

17. 17
Direct Marketing in the Digital
Age
(What are the options?)
Ryan T. Bonifacio, MD, FPAFP, FPCGM
Ateneo Graduate School of Business
Central Luzon Doctors’ Hospital
Personal Communications