Direct, internet & database marketing(titto sunny)
Describe the relationship
marketing, and direct
“an interactive system of marketing
that uses one or more advertising
media to effect a measurable
response and/or transaction at any
location, with this activity stored on a
Direct Marketing magazine
Direct marketing is a form
of advertising that reaches its
audience without using traditional
formal channels of advertising, such
as TV, newspapers or radio.
Businesses communicate straight to
the consumer with advertising
techniques such as fliers, catalogue
distribution, promotional letters, and
Direct Advertising is a sub-discipline
and type of marketing.
It sends its message directly
to consumers, without the use of
Another characteristic is the core
principle of advertising driving a
Direct marketing is predominantly
small to medium enterprises with
limited advertising budgets
enterprises without a well recognized
A well executed direct advertising
campaign offers positive return on
Direct advertising is straight to the
point, it offers a product, service or
event and explains how to get the
offered product, service or event.
Direct marketing is attractive to many
marketers, because in many cases its
positive effect can be measured
Reasons for the growth of
Channels of Direct Marketing
used by advertisers who send paper mail
to all postal customers in an area or to all
customers on a list.
includes advertising circulars, catalogs,
free trial CDs, pre-approved credit
delivered by mail or delivered to
consumers' mailboxes by delivery
services other than the Post Office.
marketers contact consumers by
This process may be outsourced to
specialist call centres.
Door-to-Door Leaflet Marketing:
Database marketing is a form
of direct marketing.
Uses databases of customers or
potential customers to generate
personalized communications in order
to promote a product or service.
The method of communication can be
any addressable medium, as in direct
The distinction between direct and
database marketing stems primarily
from the attention paid to the analysis
Database marketing emphasizes the
use of statistical techniques to develop
models of customer behaviour,
These are then used to select
customers for communications.
Database marketers also tend to be
heavy users of data warehouses.
The "database" is usually name,
address, and transaction history
details from internal sales or delivery
It can also be a bought-in compiled
"list" from another organization, which
has captured that information from its
Typical sources of compiled lists are
charity donation forms
application forms for any free product
product warranty cards
credit application forms.
Direct &Database Marketing
Customized targeting at the right time.
New information & past results help
Direct &Database Marketing
Information can drive new programs &
fuel new revenue sources
Information can foster new new
services & generate repeat orders
Ongoing communication efforts can
increase customer loyalty
Search Engine Marketing (SEM)
Is the marketing of products or
services over the Internet.
The Internet has brought media to a
Internet marketing ties together
creative and technical aspects of the
Internet including: design,
development, advertising, and sales.
Internet marketing is considered to
have a broader scope because
it refers to the Internet, e-mail, and
also includes management of digital
customer data and electronic
customer relationship management
Business Models for Internet
e-commerce — this is where goods
are sold directly to consumers (B2C)
or businesses (B2B)
Lead-based websites — this is an
organization that generates value by
acquiring sales leads from its website.
Publishing — this is the sale
local internet marketing - this is the
process of a locally based company
traditionally selling belly to belly and
utilizing the Internet to find and nurture
relationships, later to take those
Affiliate marketing — this is the
process in which a product or service
developed by one person is sold by
other active sellers for a share of
The owner of the product normally
provide some marketing material
(sales letter, affiliate link, tracking
Blackhat marketing - this is a form of
internet marketing which employs
deceptive, abusive, or less than
truthful methods to drive web traffic to
a website or affiliate marketing offer.
This method sometimes includes
spam, cloaking within search engine
result pages, or routing users to pages
they didn't initially request.
Internet marketing is relatively
inexpensive when compared to the ratio
of cost against the reach of the target
Companies can reach a wide audience
for a small fraction of traditional
The nature of the medium allows
consumers to research and purchase
products and services at their own
Businesses have the advantage of
appealing to consumers in a medium
that can bring results quickly.
The strategy and overall effectiveness
of marketing campaigns depend on
business goals and cost-volume-profit
Can measure statistics easily and
All aspects of an Internet marketing
campaign can be traced, measured,
Internet marketing can offer a greater
sense of accountability for advertisers.
The results of campaigns can be
measured and tracked immediately
because online marketing initiatives
usually require users to click on an
advertisement, visit a website, and
perform a targeted action.