direct and internet marketing

8/3/2019 Direct and Internet Marketing

1/44

By- Prof. Snehal Chincholkar


2/44

What is Direct Marketing ?What is Direct Marketing ?

The New Direct Marketing is an information driven marketing process, made

possible by database technology, that enables marketers to develop, test, implement,measure, and appropriately modify customized marketing programs and strategies.

New Direct Marketing, 3rd Edition, by David Shepard Associates

Direct marketers seek to generate a direct and measurable response to advertising.

Direct marketing is an interactive system of marketing which uses one or more

advertising media to effect a measurable response and/or transaction at any location.


3/44

What can be sold via direct marketing ?What can be sold via direct marketing ?


4/44

y The term direct marketingis believed to have been first used in

1967 in a speech by LesterWunderman, who pioneered direct

marketing techniques with brands such as American Express and

Columbia Records.


5/44

Reasons for the growth in directReasons for the growth in direct

marketingmarketing


6/44

Objectives of direct marketingObjectives of direct marketing

Direct ordering.

Providing information.

Visit generation.

Trial generation.


7/44

Techniques of Direct MarketingTechniques of Direct Marketing


8/44

Tele MarketingTele Marketing

Telemarketing is a method of direct marketing in

which a salesperson solicits to prospective

customers to buy products or services, either over

the phone or through a subsequent face to face or

Web conferencing appointment scheduled duringthe call.

The two major categories of telemarketing areBusiness-to-business

Business-to-consumer.


9/44

SubcategoriesSubcategories

y Lead Generation, the gathering of information

y Sales, using persuasion to sell a product or service

y Outbound, proactive marketing in which prospective and

preexisting customers are contacted directly

y Inbound, reactive reception of incoming orders and requests for

information. Demand is generally created by advertising,

publicity, or the efforts of outside salespeople.


10/44

Applications of telemarketingApplications of telemarketing

Generate leads.

Screen leads before follow up.

Arrange opportunities for representatives.

Direct sales.

Encourage cross / up selling.

Dealer support.

Account servicing.

Market research.

Test marketing.


11/44

Direct mailDirect mail

y The most common form of direct marketing is direct mail, sometimes

called junk mail, used by advertisers who send paper mail to all

postal customers in an area or to all customers on a list. The term

direct mail is used in the direct marketing industry to refer to

communication deliveries by the Post Office, which may also be

referred to as "junk mail" or "admail" or "crap mail" and may involvebulk mail.


12/44

Junk mail includes-

Advertising circulars,

Catalogs.

Free trial CDs.

Unsolicited merchandising invitations.

That may be of two types-Individual Mail

Catalogs


13/44

DRTVDRTV

y Direct marketing on TV (commonly referred to as DRTV) has

two basic forms:

y Long form (usually half-hour or hour-long segments that

explain a product in detail and are commonly referred to asinfomercials)

y Short form which refers to typical 0:30 second or 0:60 second

commercials that ask viewers for an immediate response(typically to call a phone number on screen or go to a

website).


14/44

Direct sellingDirect sellingy Direct selling is the sale of

products by face-to-face

contact with the customer,

either by having salespeople

approach potential customers

in person, or through indirectmeans such as Tupperware

parties.


15/44

Door to Door LeafletDoor to Door Leaflet

MarketingMarketingy Leaflet Distribution services are used extensively by the fast foodindustries, and many other business focusing on a local catchment

Business to consumer business model, similar to direct mail

marketing, this method is targeted purely by area, and costs a

fraction of the amount of a mail shot due to not having to purchase

stamps, envelopes or having to buy address lists and the names ofhome occupants.


16/44

Voicemail MarketingVoicemail Marketing

y One more type of direct marketing has emerged out of the market

prevalence of personal voice mailboxes, and business voicemail

systems. Due to the ubiquity of email marketing, and the expense of

direct mail and telemarketing, voicemail marketing presented a cost

effective means by which to reach people directly, by voice.

Ex-Vodafone , Idea .


17/44

Direct Response printDirect Response print MdiaMdia

y Magazines

y Newspapers


18/44

Mail Order Marketing or Mail orderMail Order Marketing or Mail order

businessbusiness

y The entire process takes place by mail from buyer up to

the seller.

y Ex-Anjali textile ,Surat Diamonds , Mothercare India.


19/44

A Comparison ........A Comparison ........


20/44

New Direct MarketingApproachesNew Direct MarketingApproaches

y Internet Direct Marketing

y Videotex Direct Marketing


21/44

Integrated CampaignsIntegrated Campaigns

y For many marketers, a comprehensive direct marketing campaign

employs a mix of channels. It is not unusual for a large campaign to

combine direct mail, telemarketing, radio and broadcast TV, as well

as online channels such as email, search marketing, social

networking and video. In a report conducted by the Direct

Marketing Association, it was found that 57% of the campaignsstudied were employing integrated strategies. Of those, almost half

(47%) launched with a direct mail campaign, typically followed by

e-mail and then telemarketing.


22/44

Managing a direct marketingManaging a direct marketing

campaigncampaign


23/44

Reasons for the growth ofDirectReasons for the growth ofDirect

MarketingMarketing

y Changing Life style

y Gaps in retailing

y Technologyy Consumer credit


24/44

Database MarketingDatabase Marketing

Database Definition:

A marketing database is a comprehensive collection of interrelateddata serving multiple applications, allowing timely and accurate on-demand retrieval of relevant data, and having a data management

system independent of application.


25/44

DMAdvantages:DMAdvantages:

y Lead grading

y Customized targeting at the right time

y New information & past results help formulate strategy

y Information can drive new programs & fuel new revenue sources

y Information can foster new services & generate repeat orders

y Ongoing communication efforts can increase customer loyalty


26/44


27/44

Internet MarketingInternet Marketing

y Internet marketing, also known as digital marketing, web marketing, online

marketing, ore-marketing, is the marketing of products or services over the

Internet.

y Internet marketing ties together the creative and technical aspects of the Internet,

including design, development, advertising, and sales. Internet marketing alsorefers to the placement of media along many different stages of the customer

engagement cycle through search engine marketing (SEM), search engine

optimization (SEO), banner ads on specific websites, email marketing, and Web

2.0 strategies.

y The term Web 2.0 is associated with web applications that facilitate

participatory information sharing, interoperability, user-centered design,and

collaboration on the World Wide Web. Examples ofWeb 2.0 include social

networking sites, blogs, wikis, video sharing sites, hosted services


28/44


29/44

Types Of Internet MarketingTypes Of Internet Marketing

y Search Engine Optimization ( SEO)

y Search Engine Marketing(SEM)

y

Digital Asset Optimizationy Viral Marketing

y Email Marketing

y Affiliated Marketing

y Blog Marketing


30/44

Search Engine Optimization ( SEO)Search Engine Optimization ( SEO)

y Search engine optimization (SEO) is the process of improving the volume

or quality of traffic to a web site from search engines via "natural" or un-paid

("organic" or "algorithmic") search results.


31/44

Search Engine Marketing(SEMSearch Engine Marketing(SEM))

Search engine marketing, or SEM, is a form of

Internet marketing that seeks to promote websites by

increasing their visibility in search engine result

pages (SERPs) through the use of paid placement,contextual advertising, and paid inclusion.


32/44

Digital Asset OptimizationDigital Asset Optimization

y Digital Asset Optimization is the new trend in the search engine

optimization. Promoting your digital assets like videos, Images ,

Documents ,Presentations through digital media channel.


33/44

Viral MarketingViral Marketing

Marketing phenomenon that facilitates and encourages people topass along a marketing message.


34/44

These are few types ofViral MarketingThese are few types ofViral Marketing

y Pass-along: A message which encourages the user to send the message to

others. The crudest form of this is chain letters where a message at the

bottom of the e-mail prompts the reader to forward the message.

y

Incentivized viral: A reward is offered for either passing a message alongor providing someone else's address. This can dramatically increase

referrals. However, this is most effective when the offer requires another

person to take action.

y

Undercover: A viral message presented as a cool or unusual page,activity, or piece of news, without obvious incitements to link or pass

along. In Undercover Marketing, it is not immediately apparent that

anything is being marketed.


35/44

Continue..Continue..

y User-managed database: Users create and manage their own lists of

contacts using a database provided by an online service provider.

By inviting other members to participate in their community, users

create a viral, self-propagating chain of contacts that naturally

grows and encourages others to sign up as well.


36/44

EE--mail Marketingmail Marketing

E-mail marketing is a form of direct marketing

which uses electronic mail as a means of

communicating commercial or fundraising

messages to an audience


37/44

Blog MarketingBlog Marketing

y Blog marketing is the term used to describe internet

marketing via web blogs. These blogs differ from

corporate websites because they feature daily or weekly

posts, often around a single topic.

y A blog (a contraction of the term "web log") is a type of

website, usually maintained by an individual with

regular entries of commentary, descriptions of events, or

other material such as graphics or video.Ex-


38/44

Affiliated MarketingAffiliated Marketing

y Affiliate Marketing is an Internet-based marketing

practice in which a business rewards one or more

affiliates for each visitor or customer brought about by

the affiliate's marketing efforts. It is an application of

crowd sourcing.


39/44

Social NetworkingSocial Networking


40/44

IndiaAnd Internet MarketingIndiaAnd Internet Marketing


41/44

Advantages of Internet MarketingAdvantages of Internet Marketing

y Internet marketing is relatively inexpensive when

compared to the ratio of cost against the reach of the

target audience.

y Wide range of audience.(Even global)

y Measuring statistically is easy and inexpensive.

y Can be customized.

y Quick.


42/44

Challenges ..Challenges ..

y Education/Awareness

y Legal/regulatory problems

1. E-documentation not yet legally admissible.

2. Absence of taxation law

y Infrastructural Problems

1. Low density of telephone, Pcs and Internet

2. Bandwidth Limitation

3. Networking Limitation

4. Infrastructure and bottlenecks at the delivery end

y

Commercial Problemsy Other problems-

1. Confidence in system is low

2. Problem of Hacking


43/44

ReferencesReferences

y Direct marketing by Mukesh Chaudhary

y Direct Marketing by William J. McDonald

y Marketing Management by V S

Ramaswamy


44/44

Thanks..