Ch.14 Direct & Online Marketing Flashcards
Perks of DM to buyers
Easy access (convenient) Private Provides control Access to comparative info Large reach Immediate Interactive
Direct marketing (part of targeted selling)
Connect directly with individual consumers to
Obtain immediate response
Cultivate lasting relationship
- web oriented (internet mark is a form of direct mark)
- fastest growing mark form (before, DM was supplementary; today, some use DM as only mark approach)
Perks of DM to sellers
Build relationship (Starbucks bday coupon)
Low cost
Fast reach & efficient results
Flexibility
Customer database
Organized collection of (ego, demo, psychographic & behavioural) data on customers and prospects
Used to locate, investigate & communicate with customers in order to generate sales
Forms of DM
Online (b2b, b2c (Amazon), c2c- products (eBay, kijiji), info (blogs, forums), c2b (get satisfaction: questions & complaints)
Kiosk (malls, airports, even in store (chapters/cine))
Direct response tv (infomercials, shopping channels, lawyers)
Telemarketing (outbound (direct) vs inbound (fax)) Do NOT call legislation = bad
Catalogue (in store, mail, digital (less costly))
Direct mail (largest medium: email, flyers, perceived as JUNK mail)
Face to face
New digital tech (in app/ YouTube/face ads= pod/ vodcasts) also interactive ads for TV
Online marketing issues
Mistrust with payment methods (frauds, privacy hackers)
Age authorization
Steps 4 OM
Social networks
Website
Ads
Email
Website fonctions
Sales Part of IMC mix Customer service Content delivery- educate Provide service- search, FAQ
7Cs of web design
Context Content Community Customization Communication Connection Commerce
Change & updates= + visits
Online promotion
Pop ups Sponsored content Affiliate 2 cos promoting each other Search related (te anuncian lo q buscas mas) Viral mark (word of mouth)
OM costs
CPM:rate per 1000 impressions (vistas supongo)
Cost per click: when clicked on
Sponsorships: time periods, not impressions
Email marketing (part of direct mail mark) perks
Low cost
Effective (leads & ROI wise)
Builds relationships
higher response rates
Must be Permission based!! If not, Distrust
Spam
Uses of email marketing
Newsletters, couponing, special offerings…
Consumer WOM
Stories of consumption experiences shared voluntarily (1 to 1 vs 1 to many via internet)
Very influential in CB, in consequence has impact on profits
Buzz vs viral marketing
Firm controlled
B: offline (firm sends free product & ask 4 review)
V: online (encourages to pass on the message, uses social networks) but is exponential exposure
