Overview of Internet Direct Marketing Chapter 15

Overview of Internet Direct Marketing Internet direct marketing has become an important element in marketers’ multi- channel campaigns Privacy and data security remain among the greatest concerns of consumers who go online

Overview of Internet and Direct Marketing We are still learning the rules of engagement –Blogs –Podcasts –RSS –Viral Marketing –Word of Mouth

Overview of Internet Direct Marketing E-communications, through which organizations deliver messages to prospects and customers –Banners –Buttons, – communications –Other forms of online advertising

Overview of Internet Direct Marketing E-commerce, which comprises a variety of online commercial enterprises that include –Selling –Logistics –Data sharing

Overview of Internet Direct Marketing E-care, which includes –Customer contact –Service –Fulfillment –This has become one of the most important areas of E-business

Overview of Internet Direct Marketing Cuts cost and saves time –Reduced operating cost –Lower prices paid –Optimized supply base –Greater control over spending and inventory –More efficient use of personnel –Savings in handling and processing –Enhanced marketing and customer service

Overview of Internet Direct Marketing Business Models Clicks and mortar Sears, Dillards, J.C. Penny etc. Clicks and mail order Lands’ End, Hanna Anderson Clicks, bricks and mail order Eddie Bauer, Talbots

Overview of Internet Direct Marketing Social Networking –Facebook, Twitter, Blogs –Can be organized around business-to- business, LinkedIn(Organized around career development) –Allow users to share their special knowledge

Overview of Internet Direct Marketing RSS Feeds, Rich site summary, are syndicated Web content, such as news feeds, events and excerpts –Subscriber based –Direct response ads should complement the content of the feeds –Feed ads are priced on a cost-per- impression or cost-per-click

Marketing Overview of Internet Direct Search Engine Optimization provides a way for marketers to adapt their website to the algorithms of the search engines and directories to improve their organic or natural search results Search Engine Marketing includes a variety of pay-for-performance tools that marketers find to be the most important tool in helping put consumers in contact with them online

Direct Marketing Overview of Internet continues to be a growing medium, but it may be more effective for converting, up-selling, cross-selling and winning back customers than for new customer acquisition While content remains important online, good copy, be it keywords in search marketing or subject lines in , makes a big difference

Direct Marketing Overview of Internet Internet direct marketing channels meet the increased demand for program accountability Marketing expenditures for banner ads, e- mail and search engines can be tracked, scrutinized and benchmarked against expected performance standards

Overview of Internet Direct Marketing Wireless Internet Applications is an area poised for growth –Text Message Marketing Applications Short Message Service Privacy concerns with proximity tracking Banking, credit, and investment applications Development state

Key Points Important distribution channel Privacy and data security Search engine optimization Pay for performance Up-selling and cross-selling Copy makes a difference Accountability