online marketing & direct marketing

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Marketing management Presented by: Khurram Shehzad Online Marketing & Direct Marketing

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Page 1: Online marketing & direct marketing

Marketing management

Presented by: Khurram Shehzad

Online Marketing & Direct Marketing

Page 2: Online marketing & direct marketing

Table of Content

Direct MarketingBenefits of Direct MarketingCustomer Database & Direct MarketingChannel of Direct MarketingOnline MarketingAdvantages & disadvantages of Online MarketingChannel of Online MarketingSWOT analysisReferenceRecommendation

Page 3: Online marketing & direct marketing

Direct Marketing

Direct Marketing Consists of Direct Communications with Carefully Targeted Individual Consumers to Obtain an Immediate Response.

Page 4: Online marketing & direct marketing

Channel’s of Direct Marketing

Channel of Direct Marketing are given below :

1-Direct-mail marketing

2-Personal selling direct marketing

3-Catalog marketing

4-Telephone marketing

5-Direct-response television marketing

6-Kiosk marketing

Page 5: Online marketing & direct marketing

Direct Mail Marketing:

Direct-mail marketing involves an offer, announcement, reminder, or other item to a person at a particular address

Personalized Easy-to-measure results Costs more than mass media

Catalog Direct Marketing:

Catalog direct marketing involves printed and Web-based catalogs

Page 6: Online marketing & direct marketing

Telephone Marketing

Telephone direct marketing involves using the telephone to sell directly to consumers and business customers

Outbound telephone marketing sells directly to consumers and businesses

Inbound telephone marketing uses toll-free numbers to receive orders from television and print ads, direct mail, and catalogs

Page 7: Online marketing & direct marketing

Direct-response television

Direct-response television (DRTV) marketing involves 60- to 120-second advertisements that describe products or give customers a toll-free number or Web site to purchase and 30-minute infomercials such as home shopping channels

Less expensive than other forms of promotion and easier to track results

Page 8: Online marketing & direct marketing

Kiosk Marketing

Ordering machines generally found in stores, airports, and other locations

Page 9: Online marketing & direct marketing

Benefits to Buyer:

Benefits to Seller:

Tool to build customer relationships

Low-cost, efficient, fast alternative to reach markets

Flexible

Access to buyers not reachable through other channels

Convenience

Ready access to many products

Access to comparative information about companies, products, and competitors

Time Save

Page 10: Online marketing & direct marketing

How companies use database

An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data.

Identifying Prospects Deciding Which Customers Should Receive a Particular Offer Deepening Customer Loyalty Reactivating Customer Purchases

Customer Database

Page 11: Online marketing & direct marketing

Online Marketing

Online Marketing is conducted through interactive online computer systems, which link consumers with sellers electronically or

Online Marketing is a promotion of product over the internet.

Business to consumer (B2C) involves selling goods and services online to final consumers

Business to business (B2B) involves selling goods and services, providing information online to businesses, and building customer relationships

Consumer to consumer (C2C) occurs on the Web between interested parties over a wide range of products and subjects

Online Marketing Domain

Page 12: Online marketing & direct marketing

Channel of Online Marketing

1-Creating an Electronic Store front2-Placing Advertisement online3-Participating in forums, newsgroups &

communities4-Using Email

1-Creating an Electronic Store front

Buy Space on a Commercial Online Service Open It’s Own Web PageExample of Electronic store front is ebay.com , amazon.com , souq.com etc.

Page 13: Online marketing & direct marketing

Placing Advertisement online

Place Ads in Special Sections of Online Services

Place Ads in Certain Internet Newsgroups

Buy Online Ads That Pop Up While Consumers are Surfing

Participating in Discussion Groups on Commercial Online Services and Sites Where Members Exchange Views Online

Participating in forums & communities

Page 14: Online marketing & direct marketing

Benefit of Online MarketingConsumer

Seller

1-Convenient2-Private3-Abundent of

Information4-interactive5-Immidiate

1-Cunsumer relationship Building

2-Reduce cost3-Increase efficiency4-Global Medium

Marketers are developing enriched messages that include animation, interactivity, and personal messages with streaming audio and video to compete with the cluttered e-mail environment Spam is unsolicited, unwanted commercial e-mail messages Permission-based marketing allows users to opt in or opt out of e-mail marketing

Using Email

Page 15: Online marketing & direct marketing

Challenges of Online Marketing

Limited consumer exposure and buying SecurityEthical ConcernCustomer irritation, unfairness,

deception, and fraud