Direct / Online marketing Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17.

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Presentation transcript:

Direct / Online marketing Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Direct Marketing The fastest growing form of marketing

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Benefits to buyers Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall CONVENIENTEASY/PRIVATE WEALTH OF PRODUCTS INFORMATIONINTERACTIVEIMMEDIATE

Benefits to sellers Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall LOW COSTEFFICIENT SPEEDY IMPROVED EFFICIENCIES FLEXIBILITY ACCESS TO BUYERS

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Customer database Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Face to face selling Direct mail Catalogs Telemarketing Direct response TV Kiosks Digital technologies Online marketing Forms of Direct Marketing

Direct mail Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Catalogs

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Tele Marketing

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Direct response TV

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Kiosk marketing

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall New digital technologies

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Online Online Marketing CLICK ONLY CLICK AND MORTAR

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Online marketing domains Consumers Targeted Business Buyers Targeted Initiated by Consumers Initiated by Business

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

CONDUCT ONLINE MARKETING Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Set up online social networks Online presence Create a web site Place ads and promote online Use

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Web site development

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Content Effective web sites Context Community Customization Connection Communication Commerce

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Place online promotions

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Viral marketing

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Social networks

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Social networks

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Using

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Spam

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Public policy issues

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall