3.06 Understand the use of direct marketing to attract attention and to build brand

EXPLAIN THE NATURE OF MARKETING TACTICS

SENDING PROMOTIONAL MESSAGES ACROSS COMPUTER NETWORKS Helps Businesses by: – Using VIRAL MARKETING Forwarding a message to someone who forwards it to another, etc. Information spreads quickly – Keeping current customers informed – Building brand awareness and brand image MARKETING

1.OPT-IN /PERMISSION-BASED – Give permission to receive promotional s, newsletters, etc. SUBSCRIPTIONS are most common 2.DOUBLE OPT-IN – Requires recipients to confirm they are registered subscriber Complete subscription process, then receive a verification 3.OPT-OUT – Receive s until indicate otherwise Explanation at bottom of of how to opt-out 4.SPAM – Junk 4 TYPES OF MARKETING

Announcements Newsletters Bulletins Suggestion selling Reminder service Handling requests Obtaining feedback Order confirmations MOST COMMON USES OF MARKETING

ADVANTAGESDISADVANTAGES COST EFFECTIVE Little time & effort TIMELY Doesn’t require much planning Example: Sending customers a notice of tomorrow's sale Personalized/targeted messages Can track user engagement Hard to manage customer lists Undeliverable Low effectiveness Spreading viruses Battling filters Angry recipients ADVANTAGES AND DISADVANTAGES OF MARKETING

PLAIN TEXTHTML CONSIST OF WORDS ON A SCREEN Most s are plain text Successful plain text s need proper formatting: Sections are separated by lines Text is justified left HYPERTEXT MARKUP LANGUAGE: CODE USED TO CREATE WEB PAGES Creates s that have: Colorful logos Graphics Animations Sound Takes longer for HTML s to load Not all clients support HTML PLAIN TEXT VS. HTML

NON-INTERACTIVE CONTENT (STATIC) – Cannot link to other locations within the LINKS TO OTHER PLACES WITHIN – Hyperlinks: link a word or graphic to another place within the LINKS TO WEB SITES – Hyperlinks: link from to a web site ATTACHMENTS STREAMING MEDIA – delivers sound and/or video – Media is “streaming” (moves in a continuous flow over the Internet) – DISADVANTAGES: Expensive REQUIRES RECIPIENT TO HAVE A HIGH-SPEED INTERNET CONNECTION CAPABILITIES OF

INDIVIDUALIZED ADDRESSES – Individual address in the “To” field – Helps businesses to personalize Recipients feel that they’re the only ones receiving the PERSONALIZATION – Personal information (name, purchasing history) in – Software can do this easily AUTOMATED – software can perform certain functions Example: Send personalized s to entire customer list at specified times AUTORESPONDERS – If someone s a specified address, autoresponder replies – Saves money and time Example: Confirm orders and newsletter subscriptions CAPABILITIES OF

“WE DO” CHECK FOR UNDERSTANDING A business that asks customers to forward an to their friends or associates is engaged in a.suggestion selling b.image building c.direct advertising d.viral marketing

ANSWER A business that asks customers to forward an to their friends or associates is engaged in a.suggestion selling b.image building c.direct advertising d.viral marketing

QUESTION Which of the following is the most common use of opt-in marketing: A. Subscriptions B. Attachments C. Announcements D. Confirmations

ANSWER Which of the following is the most common use of opt-in marketing: A. Subscriptions B. Attachments C. Announcements D. Confirmations

“WE DO” IDENTIFY THE TYPES OF

With a partner, create a marketing identifying the following: 1.Identify if it is Plain Text OR HTML 2.Does it engage in Viral Marketing? 3.There are 4 Types of Marketing s. What is the type of your example? 4.List all capabilities you see in your example 5.Using your notes for “Common Uses”- identify the use of your example 6.What are the advantages of your example? 7.What are the disadvantages of your example? 8.What objectives is the business trying to meet by using ? 9.Complete review questions for LAP 13 “YOU DO”