direct / online marketing copyright © 2011 pearson education, inc. publishing as prentice hall 17
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Direct / Online marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
17
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Direct MarketingThe fastest growing form of marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Benefits to buyers
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
CONVENIENT
EASY/PRIVATE
WEALTH OF PRODUCTS
INFORMATION
INTERACTIVE
IMMEDIATE
Benefits to sellers
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
LOW COST
EFFICIENT
SPEEDY
IMPROVED EFFICIENCIES
FLEXIBILITY
ACCESS TO BUYERS
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
CustomerCustomer database database
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Face to face selling
Direct mail
Catalogs
Telemarketing
Direct response TV
Kiosks
Digital technologies
Online marketing
Forms of Direct Marketing
Direct mail
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Catalogs
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
TeleMarketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Direct response TV
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Kiosk marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
New digital technologies
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
OnlineOnline Marketing
CLICK ONLY
CLICK AND MORTAR
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Online marketing domainsConsumers
TargetedBusiness Buyers
Targeted
Initiated by Consumers
Initiated by Business
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
CONDUCT ONLINE MARKETING
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Set up online social
networks
Online presence
Create a web site
Place ads and promote
onlineUse e-mail
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Web site development
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Content
Effective web sitesContext Community
Customization
Connection
Communication
Commerce
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Place online promotions
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Viral marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Social networks
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Social networks
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Using e-mail
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Spam
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Public policy issues
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall
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