direct and online marketing-2014

7/29/2019 Direct and Online Marketing-2014

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Direct and Online / InteractiveMarketing


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Growth of Direct Marketing

ustomer ata ase an rect ar et ng

Channels of Direct Marketing Online Marketing-Internet and E-

Commerce


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Use of consumer-rect c anne s to

reach and deliver

goods and servicesto customers withoutusing market

.


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Importance & Benefits of Direct

-

Easy to use

Access to a wealth of information

Interactive (Two Way Communication)


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Importance & Benefits of Direct

-

Allows for targeting of small groups orindividuals with customized offers in apersonalized fashion

Offers access to bu ers that couldnt bereached via other channels

Low-cost, effective alternative for reaching

specific markets


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Direct mail

Catalogs

Telemarketing

Other direct response


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1. Mail Order MarketingEntire Marketing takes place by mail

remainders or other items to ind. customer

mail order

good

than mass media but people are muchbetter prospects


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Mail Order Marketingest rospects

past OR DM can buy Database from list, ,

Outdated, incomplete data)

-response

etter pproac - reate your own st.


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- Objective: Develop mailer list for Children Growth

on . Painting Competition for School Children What is our Dream Career? 40,000 Children in Three Cities participate

Parents of participating children receive letter about theirChildren Choice of Career It also shared their Childs Painting Than Provided details of GROWTH BOND

GENERATING HEALTHY BUSINESS AT VERY LOWMARKETING EXPENSE.

-


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. Avon Sells Cosmetics IKEA Sells Furniture

Saks Sells Clothing. Putting entire catalogue online provide better

access to g o a customers, sav ng on pr nt ngand mailing costs

Avoid Duplication

Offer ualit roducts

Operate special hotline to answer questions

Send gifts to best customers


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- . .

Thousands of products, price, features,,

days.

. . Catalogue, Promises next day delivery to

.

www.indiamart.com Link to different sites,,


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T l l

Telecoverage

Customer serviceand technicalsupport


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3. Telemarketing

existing customers

Inbound Telemarketin -Receivin Calls

Outbound Telemarketing- Making Calls LOreal India Cosmetic Com an - Offers

advice about How to look Good

JK Tyres Vans with trained Machanics in NCR,w o e ver an new yres a cus omershomes.

,restrictions on Banks/F.Institutions regarding itsuse.


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4. Other Media and Direct Response MarketingUse all major media-Radio, Magazines, N.Papers, TV via toll free Nos

30-60 minutes video to promote products

advanced or require great deal of.

At Home Shopping Channels: Showing

var ous pro ucts y s ow ng eatures, use,advantages and price (Toll Free No with

rs e very .


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4. Other Media and Direct Response

ar et ng ont.

-

Distribution 75 cities, caters to Dubai,

Reach out to customers across 10

(Backed by 24 hour, 7 days a week hotline

f TVRevenue, In some cases profit sharing onper unit basis.


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Public Issues in Direct Marketing

rr a onrr a on

UnfairnessUnfairness

Deception/fraudDeception/fraud

Invasion of privacyInvasion of privacy


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Direct Marketing VS Direct Selling-

Retailing

(Part of Non Store Retailing, APart of Marketing)

Two Different Terms

Direct Sellin or Home Sellinare same

Home Selling: Done by

Employees/Sales Person. One to

Larger than Non Store Retailing

Tackles all tasks of Marketing (CustomerOne, Takes products to buyershome

Direct Selling: Done by

Identification, Demand Generation,Packaging, Modification, distribution,price negotiation, promotion, salesromotion in inte rated com ressed

Salesperson/Distributors, If donein a group, referred to partyselling, Home or Workplace

manner.


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-

Employs 50 Million Workforce

ver , compan es

Examples: Avon, Tupperware, Oriflame,Amway, Encyclopedia Britannica


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Avon (Century Old) Amway

Turnover $ 4.5 Billion

4 Lakh DS persons

85 Countries

Turnover $ 7 Billion

Cosmetics, Jewellery, Healthcare,Baby care Products

'

Personal Care, Health Care,Cosmetics, Nutrition, Wellness etc

neighborhood

ver m on n epen en sa escum distributors


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-

30% User time used for shopping

2008

, , ,Villages.

1 out of every 10 urban customer connected to


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Juxt Consultants India Online Survey

esearc -

metro. - -

Regular Users-35 Million (30-U, 5-U)

- .

77% users between 19-35 years.

a n on ne s opp ng ncreas nggradually, 80% of regular users buying.


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Marutis Dil Se Program

www.marut nr .com Interactive marketin to ta NRIs

People residing overseas can purchase gift fortheir friends/relatives to show love, affection andgrat tu e.

Multiple payment Options: Credit Card, Money, .

Coverage: 200 Cities, Special Discount Price

,

Website: Shares experiences of emotionalsatisfaction.


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Micro sites: Limited area on web,

company. Can create micro site on.

Search Ads (40% online ads): Pay only if

peop e c c on n s.


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containing text and picture that company.

Online Communities: Companies

members communicate through postings

companies products and brands.

direct and online marketing-2014

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