Chapter_14A - IMC Direct & Online Marketing (Week 13) 1...

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1 (Week 13)
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2 Learning Objectives 1. Explain the nature of direct and online marketing. 2. Discuss the benefits of direct and online marketing to both marketing organisations and their customers and identify the reasons for the rapid growth in this area of integrated marketing communication. 3. Discuss the various direct marketing techniques and their application. 4. Explain how direct and online marketing campaigns are developed, pre-tested, implemented and evaluated. 5. Discuss the public policy and ethical issues facing direct and online marketers.
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3 Terms Used to Describe the Separate Parts  of Online  Marketing 1. one-to-one marketing (OnetoOne),  2. direct marketing or  3. direct-order marketing,  4. eMarketing, and   5. interactive marketing.    Regardless of the terms used, the information age allows many  marketers to communicate with customers in real-time and to  obtain a measured response for a measured input of  expenditure
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4 Methods of Interacting With Customers
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5 What Is Direct Marketing Direct marketing  is an interactive system of marketing  which uses one or more advertising media to effect a  measurable response and/or transaction at any location ( Bob Stone,  Successful Direct Marketing Methods.  4th edn, Lincolnwood, Illinois: NTC Business  Books, 1988), p. 3. )
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6 Direct Marketing Terms Telesales Integrated database marketing Sales Promotion Electronic shopping Direct selling Electronic Direct print Direct-response Telemarketing
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7 Direct and Online Tools and Techniques 1. Direct Print and Reproduction 2. Direct Mail 3. Catalogues 4. Direct Response television, radio and print marketing 5. Telemarketing 6. Telesales 7. Electronic Dispensing and Kiosks 8. Direct Selling 9. Electronic Shopping
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8 Mass vs. One-to-One Marketing MASS MARKETING Average customer Customer anonymity Standard product Mass production Mass distribution Mass advertising Mass promotion One-way message Economies of scale
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Chapter_14A - IMC Direct & Online Marketing (Week 13) 1...

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