Direct Marketing & Interactive MediaWeek 09

W. Rofianto, ST, MSi

Telemarketing

RadioTV 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

Telephone

Number

Length of

Residence

Age

Gender

Marital

Status

Family

Data

Education

Income

Occupation

Transaction

History

Promotion

History

Unique

Identifier

Name

Address/

Zip Code

Telephone

Number

Length of

Residence

Age

Gender

Marital

Status

Family

Data

Education

Income

Occupation

Transaction

History

Promotion

History

Direct Mail Catalogs

Telemarketing

Print Media Home shopping

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, or fixed cost

number.

OutboundOutbound

Overall Direct Marketing Pros & Cons

Accuracy

Rising Costs

Image FactorsSegmentation Capability

Flexibility

Timing

Personalization

Advantages Disadvantages

Measurement of Effectiveness

Accuracy

Image FactorsSegmentation Capability

Flexibility

Timing

Personalization

Measurement of Effectiveness

Create Awareness

Create an Image

Generate Interest

Disseminate

Information

Stimulate Trial

Create a Strong

Brand

Create a Strong

Brand

Create an Image

Disseminate

Information

Generate Interest

Create Awareness

Internet Communications Objectives

Objectives

Website as a communication medium

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

LinksInterstitials

Banners

Sponsorships

Pop-ups

Interstitials

Push Technologies

Internet Advertising

Paid Search

Contextual Ads

Rich Media

Paid Search

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

Annoyance

Potential for deception

Clutter

Privacy

Target Marketing

Message Tailoring

Interactive Capabilities

Information Access

Sales Potential

Creativity

Exposure/Speed

Annoyance

Potential for deception

Clutter

Privacy

RICH MEDIA