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TOURISM
MARKETING
QUESTION
Describe the relationship
between internet
marketing, database
marketing, and direct
marketing?
Direct Marketing
 “an interactive system of marketing
that uses one or more advertising
media to effect a measurable
resp...
Direct Marketing
 Direct marketing is a form
of advertising that reaches its
audience without using traditional
formal ch...
Direct Marketing
 Direct Advertising is a sub-discipline
and type of marketing.
 It sends its message directly
to consum...
Direct Marketing
 Direct marketing is predominantly
used by
small to medium enterprises with
limited advertising budgets...
Direct Marketing
 Direct advertising is straight to the
point, it offers a product, service or
event and explains how to ...
Reasons for the growth of
direct marketing.
 Credit cards
 Working women
 Technology
Channels of Direct Marketing
 Direct mail:
junk mail
used by advertisers who send paper mail
to all postal customers in...
Channels……
 Telemarketing:
marketers contact consumers by
phone.
This process may be outsourced to
specialist call cent...
Database Marketing
 Database marketing is a form
of direct marketing.
 Uses databases of customers or
potential customer...
Database Marketing
 The distinction between direct and
database marketing stems primarily
from the attention paid to the ...
Database Marketing
 Database marketers also tend to be
heavy users of data warehouses.
 The "database" is usually name,
...
Database Marketing
 Typical sources of compiled lists are
charity donation forms
application forms for any free product...
Direct &Database Marketing
Advantages:
 Lead grading
 Customized targeting at the right time.
 New information & past r...
Direct &Database Marketing
Advantages:
 Information can drive new programs &
fuel new revenue sources
 Information can f...
Internet Marketing
 I-marketing
 web-marketing
 online-marketing
 Search Engine Marketing (SEM)
 e-Marketing
 Is the...
Internet Marketing
 The Internet has brought media to a
global audience.
 Internet marketing ties together
creative and ...
Internet Marketing
 Internet marketing is considered to
have a broader scope because
it refers to the Internet, e-mail, ...
Business Models for Internet
Marketing….
 e-commerce — this is where goods
are sold directly to consumers (B2C)
or busine...
Business Models
 local internet marketing - this is the
process of a locally based company
traditionally selling belly to...
Business Models
 Affiliate marketing — this is the
process in which a product or service
developed by one person is sold ...
Business Models
 Blackhat marketing - this is a form of
internet marketing which employs
deceptive, abusive, or less than...
Advantages
 Internet marketing is relatively
inexpensive when compared to the ratio
of cost against the reach of the targ...
Advantages
 Businesses have the advantage of
appealing to consumers in a medium
that can bring results quickly.
 The str...
Advantages
 Can measure statistics easily and
inexpensively.
 All aspects of an Internet marketing
campaign can be trace...
Advantages
 The results of campaigns can be
measured and tracked immediately
because online marketing initiatives
usually...
Thank you
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Direct, internet & database marketing(titto sunny)

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Direct, internet & database marketing(titto sunny)

  1. 1. TOURISM MARKETING
  2. 2. QUESTION Describe the relationship between internet marketing, database marketing, and direct marketing?
  3. 3. Direct Marketing  “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 database.”  Direct Marketing magazine
  4. 4. Direct Marketing  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 street advertising.
  5. 5. Direct Marketing  Direct Advertising is a sub-discipline and type of marketing.  It sends its message directly to consumers, without the use of intervening commercial communication media.  Another characteristic is the core principle of advertising driving a specific "call-to-action.".
  6. 6. Direct Marketing  Direct marketing is predominantly used by small to medium enterprises with limited advertising budgets  enterprises without a well recognized brand message.  A well executed direct advertising campaign offers positive return on investment. 
  7. 7. Direct Marketing  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 directly.
  8. 8. Reasons for the growth of direct marketing.  Credit cards  Working women  Technology
  9. 9. Channels of Direct Marketing  Direct mail: junk mail 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 card applications delivered by mail or delivered to consumers' mailboxes by delivery services other than the Post Office.
  10. 10. Channels……  Telemarketing: marketers contact consumers by phone. This process may be outsourced to specialist call centres.  Email Marketing: By email  Door-to-Door Leaflet Marketing:
  11. 11. Database 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 marketing.
  12. 12. Database Marketing  The distinction between direct and database marketing stems primarily from the attention paid to the analysis of data.  Database marketing emphasizes the use of statistical techniques to develop models of customer behaviour,  These are then used to select customers for communications.
  13. 13. Database Marketing  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 systems,  It can also be a bought-in compiled "list" from another organization, which has captured that information from its customers.
  14. 14. Database Marketing  Typical sources of compiled lists are charity donation forms application forms for any free product or contest product warranty cards subscription forms credit application forms.
  15. 15. Direct &Database Marketing Advantages:  Lead grading  Customized targeting at the right time.  New information & past results help formulate strategy 
  16. 16. Direct &Database Marketing Advantages:  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
  17. 17. Internet Marketing  I-marketing  web-marketing  online-marketing  Search Engine Marketing (SEM)  e-Marketing  Is the marketing of products or services over the Internet.
  18. 18. Internet Marketing  The Internet has brought media to a global audience.  Internet marketing ties together creative and technical aspects of the Internet including: design, development, advertising, and sales.
  19. 19. Internet Marketing  Internet marketing is considered to have a broader scope because it refers to the Internet, e-mail, and wireless media. also includes management of digital customer data and electronic customer relationship management (ECRM) systems.
  20. 20. Business Models for Internet Marketing….  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 of advertising.
  21. 21. Business Models  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 relationships offline.
  22. 22. Business Models  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 profits.  The owner of the product normally provide some marketing material (sales letter, affiliate link, tracking facility).
  23. 23. Business Models  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.
  24. 24. Advantages  Internet marketing is relatively inexpensive when compared to the ratio of cost against the reach of the target audience.  Companies can reach a wide audience for a small fraction of traditional advertising budgets.  The nature of the medium allows consumers to research and purchase products and services at their own convenience.
  25. 25. Advantages  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 (CVP) analysis.
  26. 26. Advantages  Can measure statistics easily and inexpensively.  All aspects of an Internet marketing campaign can be traced, measured, and tested.  Internet marketing can offer a greater sense of accountability for advertisers.
  27. 27. Advantages  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.
  28. 28. Thank you

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