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i. Define direct
marketing and discuss
its benefits to
customers and
companies,
ii. Identify and discuss the
major forms of direct
marketing,
iii. Explain how companies
have responded to the
internet and other
powerful new
technologies with
online marketing
strategies,
iv. Discuss how companies
go about conducting
online marketing to
profitably deliver more
value to customers,
v. Overview the public
policy and ethical
issues presented by
direct marketing.
Kiosk (pronounced KEE-ahsk ) is a small
physical structure (often including a computer
and a display screen) that displays
information for people walking by.
Kiosks are common near the entrances of
shopping malls where They provide shoppers
with directions.
MOBILE PHONE MARKETING
PODCASTS ANDVODCASTS
INTERACTIVETV
What is mobile phone marketing
Scope
Big direct marketing medium
Marketing budgets on mobile phone marketing
Mobile marketing via sms
Mobile marketing via MMS
In-game mobile marketing
Podcasting and vodcasting are latest on –the-
go on-demand technologies.
• Origin
• Uses
• Growth rate
• Example Volvo ,absolute vodka, kraft foods ,
Walt Disney world resort, Honda
The term comes from combining “iPod” and
“broadcast.” An easy way to understand it is audio
on demand.You listen when it’s convenient for
you. Early bird or night owl, podcasting can fit
your schedule!
Need for iPod
Who podcasts
How to get podcast
Pod catcher
Popular pod catchers
Difference
Vodcasting (also referred to as video-
podcasting, vidcast or videocast) can be
regarded as an extended version of the
podcast.With video-podcasting everybody
can be a viewer and programme director at
the same time.
What is ITV
Reaching targeted audiences
Examples: BMW ads on Echostar and Sony
interacting withTiVo users
ITV and Internet
We all have seen theTV programmers telling us to push the red or blue
buttons, most of us have tried it, most of us have gone into our digitalTV
options to buy films to watch, find a program we have missed or even
search the internet and send emails or play games. For the consumer this
interactiveTV has entered our lives without us even really realizing it. For
marketers this is a wonderful opportunity to engage with our customers in
a way never before possible.
With interactiveTV though the possibilities
are endless and we need to think past just the
website. When customers use interactiveTV
they are seldom aware they are in fact surfing
or interacting as they would on the internet.
Because of this they tend to feel safer and
those that would never make a purchase on
the internet will happily make one on
interactiveTV, whether it be ordering and
paying on their digitalTV bill or providing
credit card details.
Marketing products and services and build
customer relationship over the internet.
Internet
A vast public web of
computer networks,
connects users of all
types all around the
world to each other
and to an amazingly
large information
repository.
Some one has said:
“Today, if your business is not on the internet, it
is likely that you are unwittingly dooming
your whole business to failure”
BenefitsTo Consumers:
Convenient
Interactive & Immediate
BenefitsTo Marketers:
Building Customer
Relationship
Reduce Costs & Increase
Efficiency
Greater Flexibility
Access to Global Markets
There are four online marketing domains.
They include:
 B2C(BusinessTo Consumer)
 B2B( BusinessTo Business)
 C2C(ConsumerTo Consumer)
 C2B(ConsumerTo Business)
“Business that sells products or provides
services to end-user consumers”
 Amazon.Com
 Ethan Allen
 Sears
 Calyx And Corolla
 Quicken Loans
B2B marketers use B2B
websites, e-mail, online
product catalogs, online
trading networks and other
online resources to reach new
business customers, serve
current customers more
effectively and obtain buying
efficiencies and better prices.
Dell
Sun Microsystems
Online Exchange of Goods and
Information between Final Consumer
Auction sites
e-Bay.com
Amazon.com
Overstock.com
Online Journals
Blog Sphere
People post their thought
On narrowly defined topics.
It can b for commercial or
none commercial purposes
It is about Politics, baseball to car repair or
latest television serial
In America:
16 % adults read blogs and 1 0f 17 creates blog
Consumer join internet interest group to share
information, with the result that
“Word of the web”
is joining
“word of mouth”
as an
important buying influence
Online exchanges in which Consumer search
out Seller, learn about their offer, and initiate
purchases, sometimes even driving
transaction term
Priceline.com
“
Planetfeedback.com
About 80% of the companies respond to
complaints, some within an hour.”
(Planetfeedback.com spokesperson)
ADVANTAGES:
 Broader market
 Eliminates
intermediary
 Constantly changing
and updating
 Always there so that
consumers/businesses
can use it whenever
they want.
DISADVANTAGES:
 No quality control
 No payment guarantee
 Hard to pay for using
cheques, ATM, cards,
etc. but future this is
likely to change.
There are different types of online marketers
which include:
 Click-Only Companies
 Click-and-Mortar Companies
The so-called dot-com, that sell products and
provide services online to the final buyers
without any brick-and-mortar market
presence
Amazon.Com
Expedia
Wine.Com
The click-only group also include search
engines and portals , later on provided
services,i.e
 News
 Stock reports
 Weather
 Entertainment etc.
Yahoo
Google
MSN
They provide instant product and price
comparisons from thousands of vendors.
Examples include:
 Froogle.com
 Yahoo.com etc.
The click-only companies that provide internet
and e-mail connections for a fee.
Examples include:
 AOL
 EarthLink
The sites that take commission for
transactions
conducted on their sites.
Examples include:
e-Bay
They provide financial,news,research and other
Information.
Examples include:
 NewsYorkTimes
 ESPN.com
The traditional brick-and-mortar companies
that have
added online marketing to their operations.e.g.
Office Depot
Seller
Seller
Seller
Brick-and-mortar store channels
Plus
Online marketing channels
Online marketing channels
Brick-and-mortar store channels
Consumer
Consumer
Consumer
“ Online marketing is the art and
science of selling products and
services over digital networks such
as internet and cellular phone
networks.”
CONDUCTING
ONLINEMARKRTING
PLACING ADS
OR
PROMOTION
ONLINE
CREATING A
WEBSITE
CREATING
WEB
COMMUNITIES
USING E-MAIL
1ST STEP IN CONDUCTING ONLINE
MARKRTING
MARKETERS MUST DESIGN AN
ATTRACTIVE SITE AND FIND WAYS
TO GET CONSUMERS TO VISIT
THE SITE,STAY AROUND AND
COME BACK OFTEN
MARKETING
WEBSITE
A website that
engages consumers
in interactions that
will move them
closer to a direct
purchase or other
marketing outcome.
CORPORATE
WEBSITE
A web site designed
to build customer
goodwill and to
supplement other
sales channels,
rather than to sell
the company’s
products directly
It should be interesting
Encourage repeat visits
MARKETERS CREATE IT BY MAKING IT
Colorful, graphically sophisticated
By adding text, sound and animations.
CONTEXT : The site’s layout and design
CONTENT :The text, pictures, sounds, and
video that the website contains
COMMUNITY: The ways that the site enables
user-to-user communication
CUSTOMIZATION: The site’s ability to tailor
itself to different users to allow users to
personalize the site.
COMMUNICATION: The ways the site
enables site-to-user, user-to-site or two-way
communication
CONNECTION: The degree that the site is
linked to the other sites
COMMERCE: The site’s capabilities to enable
commercial transactions
TO KEEP CUSTOMERS COMING BACK TO
THE SITE COMPANIES NEED TO EMBRACE
ANOTHER “C”
“ CONSTANT CHANGE”
It should be easy to use
Professional looking
Physically attractive
Must be useful
It should have deep and useful information
It should have interactive tools that help buyers
find and evaluate products of interest
Providing links to other related sites
Changing promotional offers
Entertaining features that lend relevant
excitement
“Advertising that appears while consumers are
surfing the web, including display ads
(banners, interstitials, pop-ups), search related
ads, online classified ads and other forms.”
DISPLAY ADS HAVE 3 TYPES
 BANNERS
 INTERSTITIALS
 POP- UPS
 DISPLAY ADS
 SEARCH-RELATED ADS
 ONLINE CLASSIFIEDS ADS
“A banner ad is a graphical bar or button
containing text or graphics designed to
attract a viewer’s attention and induce an
action usually invite the viewer to click
through the banner and visit the advertiser’s
site.”
 Banners were the 1st form of advertising ever done
on the net.
 They might appear anywhere on the internet user’s
screen; top, bottom , left , right or at center.
 Google provides a system of banner ad placements.
 You have to pay the publisher for posting of your
banner.
 They are the cheapest form of online advertising.
“They are the online display ads that
appear between screen changes on a
website, especially while a new screen is
loading.”
They are nothing more than ads that are shown in
the transition between two pages of a site . So you
click on a link A, but instead of going to page B you
arrive at an intermediate page containing the sales
pitch and hopefully a link to page B somewhere on
the page.
“Pop-ups are online ads that appear
suddenly in a new window in front of
the window being viewed”
 They contain text , graphics, a form to collect
information , email addresses or a little game.
 They are the most annoying type of
advertisement.
 Web browsers providers have developed pop-
up blockers.
 Advertisers have developed pop -unders .
“The ads in which text-based ads and links
appear alongside search engines results on
sites such as Google and yahoo”
 They are the most common and effective
method of online marketing.
 Paid search uses a cost-per-click model,
which means you only pay for the ads which
are clicked not the ones which are being
displayed.
 The exposure of your ads is extremely high.
Online ads which are generally grouped within
the publication under headings classifying the
product or services being offered( headings
such as automobiles, clothing, for sale, for rent
e.t.c)
Using content sponsorship, companies gain
name exposure on the internet by sponsorship
special content on various websites, such as
news or financial information or special interest
topics
The internet version of the word-of-mouth
marketing websites, email messages, or
other marketing events that is so infectious
that customers will want to pass them along
to friends.
Websites upon which members can
congregate online and exchange views on
issues of common interest.
They are cyberspace equivalent to a star
bucks coffeehouse, a place where
everybody knows yours e-mail address
is web community in which women can
exchange views and obtain information,
support, and solutions on families, foods,
fitness, relationships, relaxations, home
and garden, or just about any other topic.
Simply defined - E-Mail Marketing is the
promotion of a product or idea through
electronic e-mails, targeted to a specific
audience
Important online marketing tool
Use of E-mail marketing by B2B & B2C
Designing enriched E-mail messages
Target customer
“Unsolicited, unwanted, commercial E-mail
messages”
Spam is flooding the Internet with many
copies of the same message, in an attempt to
force the message on people who would not
otherwise choose to receive it.
Consumer frustration
84% of inbound e-mails
Standard model for e-mail
marketing:
Ask customer for permission
Recipients should know how to “opt in”
or “opt out” of e-mail promotions
SpamTitan anti spam provides the most
comprehensive solution to email threats on
the market today. Our anti spam software
allows you to create an email appliance,
real or virtual server for your gateway
offering protection fromViruses, Spam,
Malware, Phishing and unwanted content.
Ask custom SpamTitan uses best of breed
technologies to provide a solution that is easily
installed, easily managed and highly secure for
your email. It is an ideal choice for the small to
medium organization as it offers:
Highly Effective anti spam protection - 99%
spam blocked
ISO andVMware options
Easy to set up - Up and running in 30 minutes
Low management overhead
Excellent value
er for permission
Online marketing will prove to be a powerful
marketing tool for:
 Building customer relationship
 Improving sales
 Communicating company
 Delivering products efficiently
Goal of all internet firms:
“to have all customers
conduct all transaction on
the internet globally”
Direct marketing campaigns that use
multiple vehicles and multiple stages to
improve response rates and profits.
Marketers seek to improve response rates
and profits by adding media and stages
that contribute more to additional sales
than to additional costs.
Increase in response rate
Top priority for marketers
Example :
Ernst &Young
 IRRITATION OF CONSUMER
 It is caused by direct response TV –commercials
,bombardment of unwanted junk mails and
unwanted ads on computer screens.
 UNFAIRNESS
 Some direct marketers have been accused of taking
unfair advantage of impulsive or less sophisticated
buyers.
 DECEPTION AND FRAUD
 It includes confusing and misleading mails
,fraudulent schemes,phony collections and internet
frauds.
 PHISHING
 It is a common form of internet fraud. It is a type of
identity theft that uses deceptive e-mails and
fraudulent websites to fool users into divulging their
personal data.
 ONLINE SECURITY
 Many consumers also worry about online security. It
includes the interception of credit card number which
makes the unauthorized purchases possible.
 INVASION OF PRIVACY
 It is perhaps the toughest public policy issue now
confronting the direct marketing industry. It has
resulted from database marketing and sophisticated
computer technologies.
Direct and online marketing building direct customer relationships
Direct and online marketing building direct customer relationships

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Direct and online marketing building direct customer relationships

  • 1.
  • 2.
  • 3. i. Define direct marketing and discuss its benefits to customers and companies, ii. Identify and discuss the major forms of direct marketing, iii. Explain how companies have responded to the internet and other powerful new technologies with online marketing strategies, iv. Discuss how companies go about conducting online marketing to profitably deliver more value to customers, v. Overview the public policy and ethical issues presented by direct marketing.
  • 4. Kiosk (pronounced KEE-ahsk ) is a small physical structure (often including a computer and a display screen) that displays information for people walking by. Kiosks are common near the entrances of shopping malls where They provide shoppers with directions.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9. MOBILE PHONE MARKETING PODCASTS ANDVODCASTS INTERACTIVETV
  • 10. What is mobile phone marketing Scope Big direct marketing medium Marketing budgets on mobile phone marketing
  • 11. Mobile marketing via sms Mobile marketing via MMS In-game mobile marketing
  • 12. Podcasting and vodcasting are latest on –the- go on-demand technologies. • Origin • Uses • Growth rate • Example Volvo ,absolute vodka, kraft foods , Walt Disney world resort, Honda
  • 13. The term comes from combining “iPod” and “broadcast.” An easy way to understand it is audio on demand.You listen when it’s convenient for you. Early bird or night owl, podcasting can fit your schedule! Need for iPod Who podcasts How to get podcast Pod catcher Popular pod catchers Difference
  • 14. Vodcasting (also referred to as video- podcasting, vidcast or videocast) can be regarded as an extended version of the podcast.With video-podcasting everybody can be a viewer and programme director at the same time.
  • 15. What is ITV Reaching targeted audiences Examples: BMW ads on Echostar and Sony interacting withTiVo users ITV and Internet
  • 16. We all have seen theTV programmers telling us to push the red or blue buttons, most of us have tried it, most of us have gone into our digitalTV options to buy films to watch, find a program we have missed or even search the internet and send emails or play games. For the consumer this interactiveTV has entered our lives without us even really realizing it. For marketers this is a wonderful opportunity to engage with our customers in a way never before possible.
  • 17. With interactiveTV though the possibilities are endless and we need to think past just the website. When customers use interactiveTV they are seldom aware they are in fact surfing or interacting as they would on the internet. Because of this they tend to feel safer and those that would never make a purchase on the internet will happily make one on interactiveTV, whether it be ordering and paying on their digitalTV bill or providing credit card details.
  • 18. Marketing products and services and build customer relationship over the internet.
  • 19. Internet A vast public web of computer networks, connects users of all types all around the world to each other and to an amazingly large information repository.
  • 20. Some one has said: “Today, if your business is not on the internet, it is likely that you are unwittingly dooming your whole business to failure”
  • 21. BenefitsTo Consumers: Convenient Interactive & Immediate BenefitsTo Marketers: Building Customer Relationship Reduce Costs & Increase Efficiency Greater Flexibility Access to Global Markets
  • 22. There are four online marketing domains. They include:  B2C(BusinessTo Consumer)  B2B( BusinessTo Business)  C2C(ConsumerTo Consumer)  C2B(ConsumerTo Business)
  • 23.
  • 24.
  • 25. “Business that sells products or provides services to end-user consumers”
  • 26.  Amazon.Com  Ethan Allen  Sears  Calyx And Corolla  Quicken Loans
  • 27.
  • 28. B2B marketers use B2B websites, e-mail, online product catalogs, online trading networks and other online resources to reach new business customers, serve current customers more effectively and obtain buying efficiencies and better prices.
  • 30. Online Exchange of Goods and Information between Final Consumer
  • 32. Blog Sphere People post their thought On narrowly defined topics. It can b for commercial or none commercial purposes It is about Politics, baseball to car repair or latest television serial In America: 16 % adults read blogs and 1 0f 17 creates blog
  • 33. Consumer join internet interest group to share information, with the result that “Word of the web” is joining “word of mouth” as an important buying influence
  • 34. Online exchanges in which Consumer search out Seller, learn about their offer, and initiate purchases, sometimes even driving transaction term
  • 36. Planetfeedback.com About 80% of the companies respond to complaints, some within an hour.” (Planetfeedback.com spokesperson)
  • 37.
  • 38. ADVANTAGES:  Broader market  Eliminates intermediary  Constantly changing and updating  Always there so that consumers/businesses can use it whenever they want. DISADVANTAGES:  No quality control  No payment guarantee  Hard to pay for using cheques, ATM, cards, etc. but future this is likely to change.
  • 39. There are different types of online marketers which include:  Click-Only Companies  Click-and-Mortar Companies
  • 40. The so-called dot-com, that sell products and provide services online to the final buyers without any brick-and-mortar market presence
  • 42. The click-only group also include search engines and portals , later on provided services,i.e  News  Stock reports  Weather  Entertainment etc.
  • 44. They provide instant product and price comparisons from thousands of vendors. Examples include:  Froogle.com  Yahoo.com etc.
  • 45. The click-only companies that provide internet and e-mail connections for a fee. Examples include:  AOL  EarthLink
  • 46. The sites that take commission for transactions conducted on their sites. Examples include: e-Bay
  • 47. They provide financial,news,research and other Information. Examples include:  NewsYorkTimes  ESPN.com
  • 48. The traditional brick-and-mortar companies that have added online marketing to their operations.e.g. Office Depot
  • 49. Seller Seller Seller Brick-and-mortar store channels Plus Online marketing channels Online marketing channels Brick-and-mortar store channels Consumer Consumer Consumer
  • 50.
  • 51. “ Online marketing is the art and science of selling products and services over digital networks such as internet and cellular phone networks.”
  • 52.
  • 54. 1ST STEP IN CONDUCTING ONLINE MARKRTING MARKETERS MUST DESIGN AN ATTRACTIVE SITE AND FIND WAYS TO GET CONSUMERS TO VISIT THE SITE,STAY AROUND AND COME BACK OFTEN
  • 55. MARKETING WEBSITE A website that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome. CORPORATE WEBSITE A web site designed to build customer goodwill and to supplement other sales channels, rather than to sell the company’s products directly
  • 56.
  • 57.
  • 58.
  • 59.
  • 60.
  • 61. It should be interesting Encourage repeat visits MARKETERS CREATE IT BY MAKING IT Colorful, graphically sophisticated By adding text, sound and animations.
  • 62.
  • 63.
  • 64.
  • 65. CONTEXT : The site’s layout and design CONTENT :The text, pictures, sounds, and video that the website contains COMMUNITY: The ways that the site enables user-to-user communication CUSTOMIZATION: The site’s ability to tailor itself to different users to allow users to personalize the site.
  • 66. COMMUNICATION: The ways the site enables site-to-user, user-to-site or two-way communication CONNECTION: The degree that the site is linked to the other sites COMMERCE: The site’s capabilities to enable commercial transactions
  • 67. TO KEEP CUSTOMERS COMING BACK TO THE SITE COMPANIES NEED TO EMBRACE ANOTHER “C” “ CONSTANT CHANGE”
  • 68. It should be easy to use Professional looking Physically attractive Must be useful It should have deep and useful information It should have interactive tools that help buyers find and evaluate products of interest Providing links to other related sites Changing promotional offers Entertaining features that lend relevant excitement
  • 69.
  • 70. “Advertising that appears while consumers are surfing the web, including display ads (banners, interstitials, pop-ups), search related ads, online classified ads and other forms.”
  • 71. DISPLAY ADS HAVE 3 TYPES  BANNERS  INTERSTITIALS  POP- UPS
  • 72.  DISPLAY ADS  SEARCH-RELATED ADS  ONLINE CLASSIFIEDS ADS
  • 73. “A banner ad is a graphical bar or button containing text or graphics designed to attract a viewer’s attention and induce an action usually invite the viewer to click through the banner and visit the advertiser’s site.”
  • 74.  Banners were the 1st form of advertising ever done on the net.  They might appear anywhere on the internet user’s screen; top, bottom , left , right or at center.  Google provides a system of banner ad placements.  You have to pay the publisher for posting of your banner.  They are the cheapest form of online advertising.
  • 75.
  • 76.
  • 77. “They are the online display ads that appear between screen changes on a website, especially while a new screen is loading.” They are nothing more than ads that are shown in the transition between two pages of a site . So you click on a link A, but instead of going to page B you arrive at an intermediate page containing the sales pitch and hopefully a link to page B somewhere on the page.
  • 78.
  • 79.
  • 80.
  • 81. “Pop-ups are online ads that appear suddenly in a new window in front of the window being viewed”
  • 82.  They contain text , graphics, a form to collect information , email addresses or a little game.  They are the most annoying type of advertisement.  Web browsers providers have developed pop- up blockers.  Advertisers have developed pop -unders .
  • 83.
  • 84.
  • 85.
  • 86. “The ads in which text-based ads and links appear alongside search engines results on sites such as Google and yahoo”
  • 87.  They are the most common and effective method of online marketing.  Paid search uses a cost-per-click model, which means you only pay for the ads which are clicked not the ones which are being displayed.  The exposure of your ads is extremely high.
  • 88.
  • 89.
  • 90.
  • 91.
  • 92.
  • 93. Online ads which are generally grouped within the publication under headings classifying the product or services being offered( headings such as automobiles, clothing, for sale, for rent e.t.c)
  • 94.
  • 95.
  • 96. Using content sponsorship, companies gain name exposure on the internet by sponsorship special content on various websites, such as news or financial information or special interest topics
  • 97.
  • 98. The internet version of the word-of-mouth marketing websites, email messages, or other marketing events that is so infectious that customers will want to pass them along to friends.
  • 99.
  • 100. Websites upon which members can congregate online and exchange views on issues of common interest. They are cyberspace equivalent to a star bucks coffeehouse, a place where everybody knows yours e-mail address
  • 101. is web community in which women can exchange views and obtain information, support, and solutions on families, foods, fitness, relationships, relaxations, home and garden, or just about any other topic.
  • 102.
  • 103. Simply defined - E-Mail Marketing is the promotion of a product or idea through electronic e-mails, targeted to a specific audience
  • 104. Important online marketing tool Use of E-mail marketing by B2B & B2C Designing enriched E-mail messages Target customer
  • 105.
  • 106.
  • 107. “Unsolicited, unwanted, commercial E-mail messages” Spam is flooding the Internet with many copies of the same message, in an attempt to force the message on people who would not otherwise choose to receive it. Consumer frustration 84% of inbound e-mails
  • 108. Standard model for e-mail marketing: Ask customer for permission Recipients should know how to “opt in” or “opt out” of e-mail promotions
  • 109. SpamTitan anti spam provides the most comprehensive solution to email threats on the market today. Our anti spam software allows you to create an email appliance, real or virtual server for your gateway offering protection fromViruses, Spam, Malware, Phishing and unwanted content.
  • 110. Ask custom SpamTitan uses best of breed technologies to provide a solution that is easily installed, easily managed and highly secure for your email. It is an ideal choice for the small to medium organization as it offers: Highly Effective anti spam protection - 99% spam blocked ISO andVMware options Easy to set up - Up and running in 30 minutes Low management overhead Excellent value er for permission
  • 111.
  • 112. Online marketing will prove to be a powerful marketing tool for:  Building customer relationship  Improving sales  Communicating company  Delivering products efficiently
  • 113. Goal of all internet firms: “to have all customers conduct all transaction on the internet globally”
  • 114. Direct marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits. Marketers seek to improve response rates and profits by adding media and stages that contribute more to additional sales than to additional costs.
  • 115. Increase in response rate Top priority for marketers Example : Ernst &Young
  • 116.  IRRITATION OF CONSUMER  It is caused by direct response TV –commercials ,bombardment of unwanted junk mails and unwanted ads on computer screens.  UNFAIRNESS  Some direct marketers have been accused of taking unfair advantage of impulsive or less sophisticated buyers.
  • 117.  DECEPTION AND FRAUD  It includes confusing and misleading mails ,fraudulent schemes,phony collections and internet frauds.  PHISHING  It is a common form of internet fraud. It is a type of identity theft that uses deceptive e-mails and fraudulent websites to fool users into divulging their personal data.
  • 118.  ONLINE SECURITY  Many consumers also worry about online security. It includes the interception of credit card number which makes the unauthorized purchases possible.  INVASION OF PRIVACY  It is perhaps the toughest public policy issue now confronting the direct marketing industry. It has resulted from database marketing and sophisticated computer technologies.