Marketing concepts
- 2. DIRECT MARKETING: • Direct marketing is a form of advertising which allows businesses and nonprofit organizations to communicate directly to customers through a variety of media including cell phone text messaging, email, websites, online adverts, database marketing, fliers, catalog distribution, promotional letters and targeted television, newspaper and magazine advertisements as well as outdoor advertising. Among practitioners, it is also known as direct response.
- 3. CHARACTERSTICS: • A database of names (prospects, customers, businesses, etc.), often with certain other relevant information such as contact number/address, demographic information, purchase habits/history, and company history, is used to develop a target market with common interests, traits or characteristics. Generating such a database is often considered part of the direct marketing campaign. • Marketing messages are addressed directly to this list of customers and/or prospects. Addressability comes in a variety of forms including email addresses, phone numbers, fax numbers, postal addresses, and web browser cookies. • Direct marketing emphasizes traceable, measurable responses. It also emphasizes maximizing response rates by testing while minimizing advertising expenses when engaging prospective customers, regardless of the medium used.
- 4. TYPES OF DIRECT MARKETING • DIRECT MAIL . • CATALOG MARKETING. • TELEMARKETING. • OTHER MEDIA FOR DIRECT-RESPONSE MARKETING.
- 5. • DIRECT MAIL: Direct marketing means sending an offer announcement remainder or other item to an individual consumer. • CATALOG MARKETING: In this marketing, companies send full merchandise catalogs, specialty consumer catalog and business catalogs usually in the print form but also as DVDs or online. • TELEMARKETING: It is the use of the telephone and call centers to attract prospects sell to existing customers, and provide service by taking orders and answering questions. • OTHER MEDIA FOR DIRECT-RESPONSE MARKETING : Direct marketers Use all the major media Newspapers and magazines carry ads offering books clothing, appliances, vacations, and other goods and services that individuals can order via toll-free number
- 7. What is Interactive Marketing? • Interactive marketing relies on customers expressing their preferences so that marketers can produce more relevant marketing messages. • Unlike the outbound marketing of the past, interactive marketing creates a two way dialogue between a business and its customers. • Advertising becomes a dynamic process that follows customers rather than leading them. • Any time a customer is invited to provide feedback, express their personal preferences, or offer up demographic information, they are providing information that marketers can use to guide their advertising efforts.
- 9. Forms of a Interactive Marketing • Search Engine Marketing – This involves everything from optimizing a site so that it shows up higher in search results, to placing targeted ads on the sides of results pages. • Email Marketing – Delivering ads, deals, and notifications through email is an effective and economical way to communicate with customers. • Sponsorships – Partnerships with companies that have a more established online presence can be a great way to connect with new customers. • Blogging – Fun, short form blog posts keep customers informed about new products, special deals, and the culture behind a brand • Widgets – Simple downloadable tools that are branded are a great way to create additional value for that brand. • Social Networking – Sites like Facebook and Twitter have millions of users and are critical spaces for connecting with customers • Targeting – Certain ads can be targeted at certain customers. When customers are exposed to advertising that is relevant to their needs, they purchase more. • Offline Activation – Companies must actively advertise their URL and Twitter handle in offline environments so that customers can easily find them online.
- 10. Interactive Marketing Best Practices: • Multimedia – Use multiple different kinds of media from pictures, to text, to video, to games • Personalization – Make the ad experience unique to each user. • Opt-In – Respect customer's privacy by only contacting them if they sign up for a program • Include A Compelling Offer – Use the targeting abilities of online advertising to offer customers special deals or offers. • Tell A Story – Multimedia tools can be used to tell a story which helps to reinforce the image of the brand in the minds of consumers • Make It Immersive – The more deeply a customer engages with advertising the more likely they are to buy a product. Use online tools to make marketing messages as engaging as possible. • Usability – Online ads should be intuitive and user friendly. • Effective ROI – Use any tool that has been shown to deliver a high return on investment. • Reshaping The Brand – Plan for and facilitate opportunities for users to reshape the image of a brand • Viral Sharing – Make marketing messages easy to share and transmit through the web.
- 11. Word of Mouth Marketing - by Akash V
- 12. Definition: Word of Mouth Marketing • Giving people a reason to talk about your stuff • Making it easier for that conversation to take place • Even Simpler: Everything you can do to get people talking
- 13. The 4 Rules of WOM Marketing 1. Be interesting • No one talks about boring products 2. Make it easy • Find a simple message • Help people share it 3. Make people happy • Fix anything 4. Earn trust and Respect • Make ethics a part of everything you do