Pom Tri 50 Chap 14

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MARKETINGAN INTRODUCTION

Armstrong/Kotler14

Copyright 2011 Pearson Education

Global Edition

Direct and Online Marketing:Building Direct Customer Relationships

14

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Chapter Outline

Growth and Benefits of Direct Marketing

Customer Databases and Direct Marketing

Forms of Direct Marketing

Online Marketing

Setting up an Online Marketing Presence

The Promise and Challenges of OnlineMarketing

Public Policy Issues in Direct Marketing

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Direct Marketing

Direct marketing consists

of connecting directly

with carefully targeted

individual consumers to

both obtain an

immediate response and

cultivate lasting customer

relationships.

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Benefits of Direct Marketing

Convenient

Easy/private

Wealth of products

Information

Interactive

Immediate

Benefits toBuyers

Low cost

Efficient

Speedy

Improved efficiencies

Flexibility

Access to buyers

Benefit toSellers

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Customer Databases and Direct Marketing

A customer database is an organizedcollection of

comprehensive data

about individual

customers or prospects,

including geographic,

demographic,

psychographic, and

behavioral data.

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Forms of Direct Marketing

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Direct-Mail Marketing

Direct mail is the sending an offer,

announcement, reminder, or other item to

a person

at a

particular

physical

or virtual

address.

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Discussion Question

What types of

marketers and/orproducts tend to use

direct mail to reach

consumers? Why?

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Catalog Marketing

Catalog marketing is the use of print,

video, or

digital catalogs

that are mailed to

select customers,

made available in

stores or presented

online.

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Telephone Marketing

Outbound

Inbound(800numbers)

Telephone

marketingaccounts for more

that 17 percent of

direct marketing-

driven sales

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Direct-Response Television Marketing

(DRTM)

Direct-responsetelevision

advertising (or

infomercials)

Home shoppingchannels

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Kiosk Marketing

Informationand ordering

machines

Consumer andbusinessmarkets

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Digital Direct Marketing Technologies

Mobile phonemarketing

Podcasts andVodcasts

Interactive TV(iTV)

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Discussion Question

As a consumer, how

do you feel about

telephone marketing?

Mobile marketing?

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Online Marketing

Online marketing is the fastest growing form of

direct marketing

OnlineMarketing

Companies

Click-onlyClick-and-

mortar

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Online Marketing Domains

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Business-to-Consumer (B2C)

Businesses

selling goods

and services

online to final

consumers.

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Business-to-Business (B2B)

B2B Web sites

EmailOnline product

catalogs

Online tradingnetworks

Customer-support

services

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Consumer-to-Consumer (C2C)

Auction

sites

Blogs

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Consumer-to-Business (C2B)

Consumer-to-business (C2B) are online

initiate purchases, sometimes even driving

transaction terms.

exchanges in which

consumers search out sellers,

learn about their offers, and

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Forms of Online Advertising and Promotion

Banner Ads

Interstitials

Search-related ads

Contentsponsorships

Alliances

Affiliateprograms

Viral

marketing

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Creating or Participating in Online Social

Networks

Marketerschoices

Participate inexisting webcommunities

Set up theirown web

communities

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Discussion Question

When using a social

network such as

Facebook, what do

you perceive as good

marketing?

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Public Policy Issues in Direct Marketing

Irritation,

unfairness,

deception, and

fraud

Invasion of privacy

A need for action

Pom Tri 50 Chap 14

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