direct marketing & interactive media
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Direct Marketing & Interactive MediaWeek 9
Prepared by : W. Rofianto
Radio
Direct Selling Magazine and Newspaper
Direct MailTelemarketing
TV SellingRadioTV Selling
Direct Mail
Magazine and NewspaperDirect Selling
Direct Marketing Defined
“The total of activities by which the seller directs efforts to a target audience using one or more media for the purpose of soliciting a response by phone, mail, or personal visit from a prospective customer.”
Miscellaneous factors
Technological Advances
Direct Marketing Syndicates
Changing Structure of Society
Consumer Credit Cards
Technological Advances
Changing Structure of Society
Direct Marketing Syndicates
Consumer Credit Cards
Growth of Direct Marketing
Improve Selection of Market Segments
Stimulate Repeat Purchases
Cross-selling Other Products
Customer Relationship Management
Cross-selling Other Products
Stimulate Repeat Purchases
Improve Selection of Market Segments
Objectives of Database Marketing
Objectives
A Comprehensive Consumer Data Base
Name
Address/Zip Code
TelephoneNumber
Length ofResidence
Age
Gender
MaritalStatus
FamilyData
Education
Income
Occupation
TransactionHistory
PromotionHistory
InquiringHistory
UniqueIdentifier
Name
Address/Zip Code
TelephoneNumber
Length ofResidence
Age
Gender
MaritalStatus
FamilyData
Education
Income
Occupation
TransactionHistory
PromotionHistory
InquiringHistory
Direct Mail Catalogs
Broadcast Media
TV Spots
InfomercialsHomeshopping
Print Media
Telemarketing
Print Media
Homeshopping Infomercials
TV Spots
Broadcast Media
CatalogsDirect Mail
Direct-Marketing Media
Media
Porsche Targets Prospects with Direct Mail
A Direct Response Print Ad
Outbound and Inbound Telemarketing
Inbound
Telephone calling by the marketer or marketer’s agent to individual prospects, seeking purchase, subscription, membership, or participation by the call recipient.
Marketers’ facilities and invitations to prospects to call a central location or long distance number or by toll-free, 800 or fixed cost 900 number.
OutboundOutbound
Overall Direct Marketing Pros & Cons
Accuracy
Rising Costs
Image Factors
Content Support
Selective Reach
Segmentation Capability
Frequency Potential
Flexibility
Timing
Personalization
Economy
Advantages Disadvantages
Measurement of Effectiveness
Accuracy
Image Factors
Content Support
Selective Reach
Segmentation Capability
Frequency Potential
Flexibility
Timing
Personalization
Economy
Measurement of Effectiveness
Create Awareness
Create an Image
Generate Interest
Disseminate Information
Stimulate Trial
Create a Strong BrandCreate a Strong Brand
Create an Image
Disseminate Information
Generate Interest
Create Awareness
Internet Communications Objectives
Objectives
Website as a communication medium
Internet Sales Objectives : E-commerce
May be primaryor secondary objective
The direct selling of goods and services through the Internet
The direct selling of goods and services through the Internet
E-Commerce Site
Advertising
Sales Promotions
Personal Selling
Public RelationsPublic Relations
Personal Selling
Sales Promotions
Advertising
Integrating the Internet into an IMC Program
Direct Marketing
The Internet site should be integrated with:
Banners
Sponsorships
Pop-ups/Pop-unders
Push Technologies Links
Interstitials
Banners
Sponsorships
Pop-ups
Interstitials
Push Technologies
Integrating the Internet
Paid Search
Behavioral Targeting
Contextual Ads
Rich Media
Paid Search
Behavioral Targeting
Contextual Ads
Rich Media
Banner Ads
Personal Selling on the Internet
Direct Mail (Email)
Internet Advantages and Disadvantages
Target Marketing
Message Tailoring
Interactive Capabilities
Information Access
Sales Potential
Creativity
Exposure/Speed
Advantages Disadvantages
Complement to IMC
Poor reach
Irritation
Annoyance
Potential for deception
Measurement problems
Clutter
Privacy
Target Marketing
Message Tailoring
Interactive Capabilities
Information Access
Sales Potential
Creativity
Exposure/Speed
Complement to IMC
Poor reach
Annoyance
Potential for deception
Measurement problems
Clutter
Privacy
Additional Interactive Media
RICH MEDIA
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