Direct Marketing & Interactive MediaWeek 9

Prepared by : W. Rofianto

Radio

Direct Selling Magazine and Newspaper

Direct MailTelemarketing

TV SellingRadioTV Selling

Direct Mail

Magazine and NewspaperDirect Selling

Direct Marketing Defined

“The total of activities by which the seller directs efforts to a target audience using one or more media for the purpose of soliciting a response by phone, mail, or personal visit from a prospective customer.”

Miscellaneous factors

Technological Advances

Direct Marketing Syndicates

Changing Structure of Society

Consumer Credit Cards

Technological Advances

Changing Structure of Society

Direct Marketing Syndicates

Consumer Credit Cards

Growth of Direct Marketing

Improve Selection of Market Segments

Stimulate Repeat Purchases

Cross-selling Other Products

Customer Relationship Management

Cross-selling Other Products

Stimulate Repeat Purchases

Improve Selection of Market Segments

Objectives of Database Marketing

Objectives

A Comprehensive Consumer Data Base

Name

Address/Zip Code

TelephoneNumber

Length ofResidence

Age

Gender

MaritalStatus

FamilyData

Education

Income

Occupation

TransactionHistory

PromotionHistory

InquiringHistory

UniqueIdentifier

Name

Address/Zip Code

TelephoneNumber

Length ofResidence

Age

Gender

MaritalStatus

FamilyData

Education

Income

Occupation

TransactionHistory

PromotionHistory

InquiringHistory

Direct Mail Catalogs

Broadcast Media

TV Spots

InfomercialsHomeshopping

Print Media

Telemarketing

Print Media

Homeshopping Infomercials

TV Spots

Broadcast Media

CatalogsDirect Mail

Direct-Marketing Media

Media

Porsche Targets Prospects with Direct Mail

A Direct Response Print Ad

Outbound and Inbound Telemarketing

Inbound

Telephone calling by the marketer or marketer’s agent to individual prospects, seeking purchase, subscription, membership, or participation by the call recipient.

Marketers’ facilities and invitations to prospects to call a central location or long distance number or by toll-free, 800 or fixed cost 900 number.

OutboundOutbound

Overall Direct Marketing Pros & Cons

Accuracy

Rising Costs

Image Factors

Content Support

Selective Reach

Segmentation Capability

Frequency Potential

Flexibility

Timing

Personalization

Economy

Advantages Disadvantages

Measurement of Effectiveness

Accuracy

Image Factors

Content Support

Selective Reach

Segmentation Capability

Frequency Potential

Flexibility

Timing

Personalization

Economy

Measurement of Effectiveness

Create Awareness

Create an Image

Generate Interest

Disseminate Information

Stimulate Trial

Create a Strong BrandCreate a Strong Brand

Create an Image

Disseminate Information

Generate Interest

Create Awareness

Internet Communications Objectives

Objectives

Website as a communication medium

Internet Sales Objectives : E-commerce

May be primaryor secondary objective

The direct selling of goods and services through the Internet

The direct selling of goods and services through the Internet

E-Commerce Site

Advertising

Sales Promotions

Personal Selling

Public RelationsPublic Relations

Personal Selling

Sales Promotions

Advertising

Integrating the Internet into an IMC Program

Direct Marketing

The Internet site should be integrated with:

Banners

Sponsorships

Pop-ups/Pop-unders

Push Technologies Links

Interstitials

Banners

Sponsorships

Pop-ups

Interstitials

Push Technologies

Integrating the Internet

Paid Search

Behavioral Targeting

Contextual Ads

Rich Media

Paid Search

Behavioral Targeting

Contextual Ads

Rich Media

Banner Ads

Personal Selling on the Internet

Direct Mail (Email)

Internet Advantages and Disadvantages

Target Marketing

Message Tailoring

Interactive Capabilities

Information Access

Sales Potential

Creativity

Exposure/Speed

Advantages Disadvantages

Complement to IMC

Poor reach

Irritation

Annoyance

Potential for deception

Measurement problems

Clutter

Privacy

Target Marketing

Message Tailoring

Interactive Capabilities

Information Access

Sales Potential

Creativity

Exposure/Speed

Complement to IMC

Poor reach

Annoyance

Potential for deception

Measurement problems

Clutter

Privacy

Additional Interactive Media

RICH MEDIA