direct marketing Flashcards
What are some examples of direct response communications?
Direct mail
DRTV
Direct response print
Telemarketing
Catalogues
Email
direct mail
printed form, distributed to prospective consumers often via mail or door drops ex. leaflets, flyers
DRTV
Advertising via TV commercials, 30-60s long, or in a 30-min program. Includes CTA.
Direct Response Print
Ads that appear in magazines oe newspapers. Include CTA so consumers can respond immediately to offer
Telemarketing
Outbound sales calls (company calls customer) or inbound sales calls (customer contacts company) to secure an order. All call handled through call centre.
Catalogues
Important comms vehicle for retail orgs. Mailed to existing customers, or distributed in stores.
Email marketing
Direct message to an individual; Easy way for 1:1 communication
High ROI (close to free)
Easily measurable
reaches mobile audience
Converts browsers into buyers
Consumer decision process
- Needs recognition
- Information Search
- Evaluation of Alternatives
- Purchase
- Post-Purchase
Hierarchy of Effects Model
- Create Awareness
- Inform Market
- Create Desire
- Encourage Trial and Purchase
- Build Loyalty
Buyer Readiness Model
- Awareness
- Knowledge
- Liking
- Preference
- Conviction
- Purchase
Buyer Readiness Model
- Awareness
- Knowledge
- Liking
- Preference
- Conviction
- Purchase
When should a marketer use push emails?
Example: launching a new product or generating awareness on existing product
-> Send bulk/mass email to existing customers
- (and/or buys/rents list of email addresses)
- Despite bulk nature, emails include personalization, but content generally same for everyone
EXAMPLE: HACK WESTERN MAILJET LISTS
F pattern
most common scanning pattern even for mobile -> eye moves horizontally, then skips to content below
Z pattern
zig zag scanning pattern, typical in web pages with a uniform presentation of info and a weak visual hierarchy
layer cake pattern
users follow this pattern when scanning headings and subheadings to quickly determine where (and if) the info they’re seeking can be found on the page
spotted pattern
creatives typically follow this scanning model, where they skip big chunks of text and scan visual components such as colour, shapes, and proportion anomalies to find a specific piece of info
marking pattern
like a dancer fixating on an object to stay balanced as they twirl, users keep the eye focused on one place whil scrolling- a very common pattern for mobile UX
bypassing pattern
users deliberately skip the first words of a line when multiple lines of text in a list all start with the same words
commitment pattern
rare pattern and only occurs when a user is highly interested in content and motivated to consume all of it, i.e. reading it all
database management
the list that makes or breaks your direct campaign
maintain and collect relevant customer info
what are some internal factors of a good direct list?
customer database of:
- contact info
- demographic info
- past purchase info
- preferences/behaviour
- previous customer service interactions
what are some external factors of a good direct list?
targeting based on demographic data
- TV
- mail targeting
- advertising online
purchasing lists
solo direct mail strategy
unique offers for unique customers by individual organizations
cooperative direct mail strategy
non-competing companies do offers in one envelope
advantages of direct mail
audience selectivity, creative flexibility, exclusivity, measurability
disadvantages of direct mail
brand image, cost per exposure, lack of editorial support
direct response print media
ads with a CTA in newspapers and magazines; inserts in publications
telemarketing is effective for..
fundraising, sales support, personal selling, customer services, fulfillment
cons of telemarketing
cheap, not liked, low response rates, negative image
action triggers
automated emails that are sent as a result of an action that a consumer completed i.e. shopping at a website and abandoning the cart without purchasing will trigger a reminder email
event triggers
automated emails triggered by an event, such as an upcoming anniversary or schedule event ex. company providing product discount expiring on a recipient’s birthday -> automated email scheduled in advance of the birthday . sequence of emails could then also be programmed as reminders until the key event passes
