direct marketing crm and interactive marketing[1]

7/31/2019 Direct Marketing CRM and Interactive Marketing[1]

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Direct Marketing, CRMInteractive Marketing

andPublic Relations


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DIRECT MARKETING

The system of marketing by which

organisations communicate directly with

target customers to generate a

response or transaction. This response may

take the form of an inquiry, a purchase or even a vote.


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DIRECT MARKETING

Direct Mail, Mail Order, Database Marketing,

Telemarketing, Catalogues,

Electronic Shopping,TV Shopping, E mail

and direct response ads through

Direct Mail, the internet and various broadcast

and print media


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DIRECT MARKETING

Amway

Dell

Aquaguard

Tupperware

Avon

Teleshoppe


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DIRECT MARKETING

Direct Mail - Key to the success is mailing list

Catalogs Through Mail, Internet and Retail

Stores : Fingerhut, Alloy, J C Penny

Broadcast Media Infomercials

Teleshopping


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DIRECT MARKETING

Print Media Ads with direct response coupons

Telemarketing

Electronic Teleshopping

Direct Selling Tupperware, Avon , Amway


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APPROACH TO DIRECT MARKETING

One Step ApproachDirect approach to obtain an order like Infomercials

Two Step Approach

Screen or qualify potential buyers


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DATABASE MARKETING

The use of specific information

about individual customers and/or prospectsto implement more effective and efficient

marketing communications


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ADVANTAGES OF DIRECT MARKETING

Selective Reach

Segmentation Capabilities

Frequency

Flexibility

Timing

Personalisation

Costs

Measures of effectiveness


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DISADVANTAGES OF DIRECT MARKETING

Image Factors

Accuracy

Content Support

Rising Costs


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CRM


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CUSTOMER RELATIONSHIPMANAGEMENT

Covers concepts used by companies

to manage their relationships with customers,

including the capture, storage and analysis

of customer, vendor, partner and internal

process information.


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CUSTOMER RELATIONSHIPMANAGEMENT

CRM is not just a technology ,

but rather a comprehensive approach to an organization's

philosophy in dealing with its customers.

Includes policies and processes, front-of-house customer

service, employee training, marketing, systems and

information management


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3 ASPECTS OF CRM

1. Operational - automation or support of customer

processes that include a companys sales or service

representative

2. Collaborative - direct communication with customers

that does not include a companys sales or service

representative ( Self Service )3. Analytical - analysis of customer data for a broad

range of purposes


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TECHNOLOGY CONSIDERATIONS

A database to store customer information : can be a CRM

specific database or an enterprise data warehouse

Operational CRM : customer agent support software

Collaborative CRM : customer interaction systems e.g. an

interactive website, automated phone systems etc. Analytical CRM : statistical analysis software as well as

software that manages any specific marketing campaigns


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KEY FUNCTIONALITIES

Marketing

Sales

Service


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AREA OF CONCERN

Customer Privacy

Data Security


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TOP SOFTWARE CRM VENDORS

Vendor Global Revenue(Million US$)

SAP 1,475

SIEBEL 966ORACLE 368SALESFORCE.COM 281

AMDOCS 276Others 2,333Total 5,698


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The Internetand

Interactive Media


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INTERACTIVE/INTERNET MARKETING

Interactive Media through

Internet , CD-ROMs , Kiosks and Interactive TV ;

allow for a back and forth flow of

information , whereby users can participate

in and modify the form and content of theinfo they receive in real time


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INTERACTIVE/INTERNET MARKETING

Internet is a promotional medium

Internet is a medium that

can be used to execute all the elements of the

promotional mix


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E-COMMERCE

B2B Marketing

Indiamart.com, Indianyellowpages.com, seekandsource.com,

01markets.com, 123stones.com

B2C Marketing

C2C Marketing


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DEVELOPING AND

MAINTAINING A WEBSITE


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COMMUNICATIONS OBJECTIVES

Create awareness

Generate Interest

Disseminate information

Create an image

Create a strong brand


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ADVERTISING ON THE INTERNET

Banners

Sponsorships

Pop-Ups

Links


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ADVANTAGES OF THE INTERNET

Target Marketing

Message Tailoring

Interactive Capabilities

Information Access

Sales Potential

Cont.


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Public Relation

Identify internal and external stakeholders Assess the corporate reputation

Audit corporate social responsibility Create positive image building activities Prevent or reduce image damage

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Stakeholders

Internal Employees Unions

Shareholders Channel Members Customers

External Media Local communities

Financial communities Government Special Interest group

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Activities that Affect aCompanys Image

Image-Destroyingactivities Discrimination Harassment

Pollution Misleading

Communication Deceptive

Communications Offensive communication

Image Building activities Empowerment of

employees

Charitable contribution Sponsoring Local events Selling environmentally

safe products

Outplacement programs Supporting community

events

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Sponsorship

Sponsorship marketing means companypays money to sponsor someone, somegroup, or something that is part of anactivity

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Sponsorship Objectives

Enhance a Company Image Increase a firms visibility

Differentiate a company from itscompetitors Showcase specific goods and service

Help a firm develop closer relationshipwith current and prospective customers Sell excess inventory

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Marketing expenditure onsponsorships and event

1. Sport-69%2. Causes-10%

3. Entertainment, tours and attractions-11%4. Festivals, fairs and annual events-5%5. Arts-6%

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Thank You

direct marketing crm and interactive marketing[1]

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