Comm 296 - Chapter 14 - Comm 296 Chapter 14: Direct and...

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Comm 296 Chapter 14: Direct and Online Marketing Direct marketing : connecting directly with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships - Used for brand and relationship building - Direct, immediate and measurable consumer response THE NEW DIRECT MARKETING MODEL - Some firms use it as supplementary to their current marketing strategies – target prospective and current customers - Some firms, due to the available online technology, only use direct marketing (e.g. Amazon.com) GROWTH AND BENEFITS OF DIRECT MARKETING - Fastest growing type of marketing - Continues to be more Web-oriented with the Internet Benefits to Buyers - Convenient , easy, private - Look at products at home (catalogues) or on a computer (website) - Greater control over what they want to see - Allows customers to see unlimited assortment of products (physically impossible to feature in a store) - Can cater to customers in remote areas - Give customers comparative information to compare between firm and its competitors - Interactive and immediate via phone or online Benefits to Sellers - Powerful tool to building customer relationships - Can target small groups or individual consumers o Interact one-to-one via phone/internet, tailor products/services to their needs - Low-cost , efficient, speedy way to reach markets o B2B marketing o Channel and logistic functions (e.g. Amazon.com doesn’t have to maintain a physical store – pass savings to customers) - Greater flexibility to adjust prices and programs, make personal offers - Greater accessibility to other customers CUSTOMER DATABASES AND DIRECT MARKETING Customer database : an organized collection of comprehensive data about individual customers or prospects (geographic, demographic, psychographic, behavioural data) - Different types of data for B2C and B2B marketing - Use databases to: o Locate good potential customers and generate sales lead o Learn about customers in detail – able to further tailor market offerings to needs and behaviours o Build profitable long-term customer relationships - Firms must invest in the technology needed to create and maintain these databases FORMS OF DIRECT MARKETING DIRECT-MAIL MARKETING Direct-mail marketing : sending an offer, announcement or reminder to a person at a physical or virtual address - Largest form of direct marketing - High-target market selectivity, personalized, flexible, measurable, reach better prospects, can promote all types of products/services, physical and tangible (less easy to trash than email)
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This note was uploaded on 12/07/2011 for the course COMM 296 taught by Professor Dasgupta during the Winter '08 term at The University of British Columbia.

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Comm 296 - Chapter 14 - Comm 296 Chapter 14: Direct and...

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