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elective 2 presentation

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jasfer cruz

on 16 April 2017

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Transcript of elective 2 presentation

Managing Direct and Online Marketing
design by Dóri Sirály for Prezi
Benefit for Buyers
Marketing communication mix
Forms of Direct Marketing
Growth and Benefits of Direct Marketing
Customer databases is an organized data collection of comprehensive data about individual customers or prospects
Customer Database and Direct Marketing
Group Members
Personal selling
Public Relation
Convenient, easy and private
Ready access to many products
Access to comparative information
Interactive and immediate
Benefit for sellers
Powerful tool for building costumer relationships
Low cost, efficient and speedy
Greater flexibility
Give access to buyers they may not be ab to reach otherwise
The Benefit
It includes :
Behavioral Data
Online marketing
Face-to-face selling
Direct Mail
Direct-Response TV Marketing
Kiosk Marketing
Online Marketing
Online marketing is the fastest-growing form of direct marketing.
Marketing And internet
Online Marketing Domains
Irritation to customers
Invasion of Privacy
Deception and Fraud


What is direct marketing?
Direct communications with carefully targeted individual consumers to obtain immediate response and cultivate long lasting or enduring customer relationship
Public policy Issues in Direct Marketing

Personal selling is where businesses use people (the "sales force") to sell the product after meeting face-to-face with the customer.

The sellers promote the product through their attitude, appearance and specialist product knowledge. They aim to inform and encourage the customer to buy, or at least trial the product.
Personal Selling
Advertising is a form of marketing communication used to persuade an audience to take or continue some action, usually with respect to a commercial offering, or political or ideological support.
Public relations (PR) is the practice of managing the spread of information between an individual or an organization (such as a business, government agency, or a nonprofit organization) and the public.

Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment
Public Relation
Online marketing
Internet marketing, or online marketing, refers to advertising and marketing efforts that use the Web and email to drive direct sales via electronic commerce, in addition to sales leads from Web sites or emails.

Internet marketing and online advertising efforts are typically used in conjunction with traditional types of advertising like radio, television, newspapers and magazines
Face-to-Face Selling
Face-to-face selling is a process by which a salesperson engages in communication and interaction directly with a person in order to make a sale.

This is often done during a sales meeting or similar engagement, though social functions and interactions can also include elements of sales in them.
The purpose of telemarketing is to make a sale. Sometimes telemarketers have personal information when they call a customer, knowing the person has purchased products similar or related to theirs from other vendors or outlets.
Direct Mail
The phrase “direct mail” is most commonly used to describe a type of advertising in which marketers send printed ads, letters, or other solicitations through the postal mail to large groups of consumers at once
A catalog represents a collection of products that you group into categories. Usage of information information to create, within a Commerce Server-enabled Web site, Web pages that let your customers browse your collection of products. The categories in your catalogs can have sub-categories, and products may appear in multiple categories.
Direct Response
Can be considered a form of direct marketing, since responses are in the form of calls to telephone numbers given on-air.

This allows marketers to reasonably conclude that the calls are due to a particular campaign, and enables them to obtain customers' phone numbers as targets for telemarketing
kiosk marketing
A small, temporary, standalone booth used in high-foot-traffic areas for marketing purposes.

A kiosk will usually be manned by one or two individuals who help attract attention to the booth to get new customers.

some people do to like the hard-sell-direct marketing solicitations dinner times, late night phone calls, poorly trained callers & computerized calls using record message dials

primarily to a person's right to keep his or her life private and free from the intrusion of others. It is often associated with a public figure's right to be left alone by the media, although many public aspects of a celebrity's life are not protected.
Deception is a major relational transgression that often leads to feelings of betrayal and distrust between relational partners. Deception violates relational rules and is considered to be a negative violation of expectations

A false representation of a matter of fact, whether by words or by conduct, by false or misleading allegations, or by concealment of what should have been disclosed
An unfair situation is one in which the people involved are not all treated equally or do not all have the same opportunities and advantages
New Digital Direct Marketing Technologies
Mobile phone marketing
Ring-tone giveaways
Mobile games
Ad-supported content
Contests and sweepstakes
QR barcodes

Podcasts and vodcasts
The downloading of audio and video files via the Internet to a hand held device such as an iPod and listening to them at the consumer’s convenience
New Digital Direct Marketing Technologies
Interactive TV (ITV)
Lets viewers Interact With television programming and advertising using thier remote controls.
The four major online marketing domains.
Business to Consumer (B2C)
Initiated by Business
Business to Business (B2B)
Initiated by Consumer
Consumer to Consumer (C2C)
Consumer to Business(C2B)
Types of Online Marketers
Companies of all types are now marketing online.
Types of Online Marketers
Types of Online Marketers
Click-Only versus Click-and-mortar Marketers
The internet gave birth to a new speices o marketers the
click only
dot coms which operate only online without
brick and mortar

market presence
Types of Online Marketers
Types of Online Marketers
Click-Only Companies
Click only companies come in mny shape and size. the include e-tailer, dot-coms that sell products and services directly to final buyers via the internet , examaples include Amazon.com and Expedia.
Click and Mortar Companies
As the Internet grew established Brick and mortar companies realized that to compete effectively with online competitors, they had to go online themselves.
Setting up an online
Marketing Presence
Setting up an online
Marketing Presence
Creating a Web Site
Setting up an online
Marketing Presence
Types of Web Site
Corporate Websites
Marketing Websites
Types of Web Site
Setting up an online
Marketing Presence
Creating or Participating web communities
the popularity of blogs and other web forums has resulted in rash commercially sponsored Websites called Web sites Called web communities, Which take advantages of the C2C properties of the internet.
Web Communities
Websites upon which members can congregate,online and exchanged views on issues of common interest.
Using E-mail
Email Has Exploded onto the scene as an important online marketing tool.
Unsolicited,Unwanted Commercial e-mail messages
The promise and Challenges of Direct online Marketing
online Marketing Continues to offer both grate promises and many challenges for the future.
Integrated Direct Marketing
Direct Mail
Media Advertising

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