1. Chapter 10: DIRECT MARKETING and E-COMMERCE
10.1

2. Relationship Between Direct Marketing and e-Commerce
DIRECT MARKETING: Defined
E-COMMERCE: Defined
RELATIONSHIP BETWEEN DIRECT MARKETING AND e-COMMERCE
The Mode of the Transaction: Traditional Media Versus New Media
All e-Commerce is Direct Marketing, But Not all Direct Marketing is e-Commerce
10.2

3. Direct Marketing ROLE OF DIRECT MARKETING IN PROMOTION AND IMC
Closing the Sale
Identifying Prospects
Engaging the Customer
10..3

4. Direct Marketing (con’t)
THE POPULARITY AND GROWTH OF DIRECT MARKETING
Consumers’ Desire for Convenience
Attitudes Toward Credit
Changes in Technology
Measurability in Direct Marketing
Cost per Inquiry (CPI)
Cost per Order (CPO)
Database Marketing
10.4

5. Direct Market Merchants Have Flourished Due to
Technology and Consumers’
Desire for Convenience
10.5

6. Database Marketing Mailing Lists Internal Mailing Lists
External Mailing Lists
List Enhancement
Marketing Database Applications
RFM Analysis
Frequency Marketing Programs
Cross Selling
10.6

7. Direct Marketing Databases Allow Very Specific Targeting of Promotions
10.7

8. Database Marketing (con’t)
MEDIA APPLICATIONS IN DIRECT MARKETING
Direct Mail
Selectivity
Flexibility
Consumer Preference
Telemarketing
Catalogs
Infomercials
Direct Marketing in Other Media
Bind-in Insert Card
Toll Free Numbers in Traditional Media
10.8

9. Catalogs Are An Important Medium in the Direct Marketing Process
10.9

10. e-Commerce Popularity Basis Same as Direct Marketing
Convenience
Acceptance of Credit
Changes in Technology and Measurability of Results
Business-to-Consumer and Business-to-Business
e-Commerce: B2B is most powerful
10.10

11. Like Direct Marketing,Tthe Popularity of e-Commerce
is Due to the Convenience it
Offers Consumers
10.11

12. Model of the Stages of e-Commerce

13. e-Commerce (con’t)
SETTING UP & MANAGING e-COMMERCE OPERATION – A MODEL OF e-COMMERCE
Identify Customers
Attract Customers
Communicate
Personalize and Customize
10.13

14. Facilitators Available for the e-Commerce Effort
There are Many
Facilitators Available
for the e-Commerce Effort
10.14

15. e-Commerce (con’t)
SETTING UP & MANAGING e-COMMERCE OPERATION – A MODEL OF e-COMMERCE (con’t)
Exchange
Platforms
Payment, Fulfillment and Follow-up
Profiling
Sites Visited, Purchases Made, Info Gathered
Site Learns about Consumers when Visited
Data Mining Captures all Consumer Data/Analyzes Behavior
10.15

16. Coordinating Direct Marketing, e-Commerce, and IMC
Tremendous Challenge
Organizations Need to Seek Synergy
Coordination is Needed for Internal and External Specialists
Firms are Turning to a Marcom Manager
to Facilitate Coordination
10.16