Direct marketing through the internet uses interactive systems to create measurable responses and transactions anywhere. It includes various advertising media like direct selling, mail, telemarketing, internet selling and more. Factors like credit cards, marketing syndicates, technology advances, and measuring effects have contributed to its growth. Direct internet marketing uses principles of direct marketing to achieve immediate profits through tracking individual campaign responses, unlike traditional branding marketing. Its objectives are to create awareness, interest, information, image, and brand while stimulating trial and buzz to gain consideration. Web 1.0 and 2.0 enable various internet advertising methods like banners, sponsorships, paid search, behavioral targeting, contextual ads and rich media to integrate marketing communications.

1. Direct marketing through
internet
Presented by,
Vishnu Thankachan
S3, MBA
NO: 029

2. Direct marketing
• “an interactive system of marketing which uses one or more
advertising media to effect a measurable response and/or
transaction at any location ”

3. It includes
• Direct selling
• Direct mail
• Telemarketing
• Internet selling
• Direct action marketing
• Catalogue selling
• Television/ print media
• Cable TV

4. Factors contributing to the growth of direct
marketing
• Consumer Credit Cards
• Direct Marketing Syndicates Creating Opportunities
• Changing Structure of American Society
• Technological Advances
• Ability to measure effects of direct marketing efforts

5. Direct Marketing through Internet
• The companies that generate the most profits from online
marketing, like any other forms of marketing, are those that use
direct marketing principles in everything they do.
• Direct marketing, unlike traditional marketing, is all about
achieving a return on investment from your advertising spend and
tracking the response from each individual campaign.
• Direct marketing focuses on producing immediate profits or
results. Traditional marketing is about ‘branding’.

6. Objectives
• Create awareness
• Generate interest
• Disseminate information
• Create an image
• Create a strong brand
• Stimulate trial
• Create buzz
• Gain consideration

7. The internet and integrated marketing
communications
• Web 1.0 and 2.0
• Advertising on the internet
Banners
Sponsorships
Interstitials
Links
Paid search
Behavioural targeting

8. Contextual Ads
Rich media
Online commercials
Video on demand