Advantages changes in society two income households

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Advantages:changes in society (two-income households, greater use of credit) have made consumers morereceptive to the convenience of direct-marketed productsallows a company to be very selective and target its marketing communications to specificcustomer segmentsmessages can be customized to fit the needs of specific market segmentseffectiveness of direct-marketing efforts is easier to assess than other forms of promotionmany companies now have extensive data bases that can be used to target current andprospective customer, particularly through digital mediaDisadvantages:consumers and businesses are being bombarded with unsolicited mail and phone calls whichmakes them less receptive to direct-marketingdirect marketing has image problemsproblems with clutter as their are too many direct-marketing messages competing forconsumers’ attention
Chapter 01 - An Introduction to Integrated Marketing CommunicationsC.Digital/Internet Marketing–digital media allow for a back-and-forth flow of informationwhereby users can participate in and modify the content of the information they receive in realtime. The major interactive medium is the Internet, which is a global collection of computernetworks linking both public and private computer systems. While the most prevalent perspectiveon the Internet is that it is an advertising medium, it is actually a medium that can be used to forother elements of the promotional mix as well including sales promotion, direct marketing, andpublic relations. The extensive penetration of smartphones) is leading to a rapid growth in mobilemarketing whereby marketing messages are sent directly to these devices. Digital and SocialMedia Perspective 1-2 provides interesting insight into how Nike has shifted much of itsmarketing budget to digital media.Advantages:the Internet can be used for a variety of integrated marketing communication functions includingadvertising, direct marketing, sales promotion, public relations and selling.The Internet is alsothe foundation for social media sites such as Facebook and Twitter, which are becoming anintegral part of many marketers IMC programs, as well as mobile marketingmessages can be tailored to appeal to the specific interests and needs of the target audiencethe interactive nature of the Internet leads to a higher degree of customer involvement whencustomers are visiting a web site.the Internet makes it possible to provide customers with a great deal of information regardingproduct and service descriptions and specifications, purchase information and more. Informationprovided by marketers can be updated and changed continually.The Internet has tremendous creative potential as a well-designed web site can attract a great dealof attention and interest among customers and be an effective way to generate interest in acompany as well as its various products and services.

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