This action might not be possible to undo. Are you sure you want to continue?
Digital Marketing and Multi-Channel Communications Push and pull message technologies can be used in conjunction with each other. (This is also known as spam). enterprise technology architectures and processes. social. and mobile phones in the promotion of brands and products to consumers.. changes in the publishing industry) and often includes customer intelligence. For example. This is also more ethical. such as display advertising on websites and news blogs. Push digital marketing technologies are more proper when done with the prior permission.g.Digital marketing is the use of digital sources based on electronic signal like Internet. digital display advertising and other digital media such as television. radio. Digital strategy In the fields of strategic management. marketing strategy and business strategy. Email. opportunities and initiatives in order to maximize the business benefits of digital initiatives to the organization. the concept called as permission marketing. These can range from an enterprise focus. an email campaign can include a banner ad or link to a content download. sales and service optimization. additional internet marketing technologies (search engine optimization) may be required to attract the desired consumer demographic. and the costs of creation and distribution are higher. Digital marketing may cover the more traditional marketing areas such as Direct Marketing by providing the same method of communicating with an audience but in a digital fashion. which considers the broader opportunities and risks that digital potentially creates (e. Push technologies can deliver content immediately as it becomes available and are better targeted to their consumer demographics. Overview . text message and web feed. and advertising. goals. innovation and governance. Only current web browser technology is required to maintain static content. new product/market exploration. However. In each of these. text messaging and web feeds can also be classed as push digital marketing when the recipient has not given permission to receive the marketing message. to more marketing and customer-focused efforts such as web sites. Digital marketing – Pull versus Push Two different forms of digital marketing exist Pull digital marketing in which the consumer must actively seek the marketing content often via web searches or the recipient has given permission to receive content that is sent to the consumer by email. ecommerce. or consent to send email etc. Permission can be obtained either through subsciptions. Push digital marketing technologies in which the marketer sends a message without the consent of the recipients. collaboration. Articles with specific target / topic are a great source to pull interested viewers. This enables a marketer to benefit from both types of digital marketing. Websites. although audiences are often smaller. blogs and streaming media (audio and video) are also examples of pull digital marketing. digital strategy is the process of specifying an organization's vision. users have to link to the website to view the content. site and search engine optimization. mobile.
and competitive landscape. Developing a vision around how the online assets will fulfill those business and customer needs. Features/functionality analysis An evaluation of the features and functionality provided by a company's online assets. Within each of those stages. While this often includes steps found in traditional marketing competitive analysis. organization. but at their core. challenges and opportunities. Competitive analysis Includes evaluations of a company's main competitors and potential substitutes with the goal of understanding a company's strengths and weaknesses relative to their competitors and potential substitutes.There are numerous approaches to conducting digital strategy. prices. processes. 3. etc.Prioritizing a set of online initiatives which can deliver on this vision. distributors.  Identifying the unmet needs and goals of the customers . as well as the potential role of their online assets. supply chain and vendors. such as products. Competitive analysis for Digital Strategy includes two unique items: Heuristic evaluation An evaluation by a usability expert of the usability and user experience of a company's online assets compared and contrasted to those of it competitors and potential substitutes. products. customers. compared and contrasted to those of its competitors and potential substitutes. Financial analysis An analysis of a company's financial data (which may include everything from public financial statements to private ERP data) with the goal of understanding the financial impact (positive and negative) that certain changes would have on a company. 2. identifying the unmet needs and goals of the customers that most closely align with those key business opportunities and/or challenges. identifying the opportunities and/or challenges in a business where online assets can provide a solution. goals. opportunities and challenges and 4. a number of techniques and analyses may be employed Identifying the key opportunities and/or challenges in a business Stakeholder interviews Includes one-on-one interviews. group interviews and workshops with a company's senior management. all go through four steps: 1. operations and service stakeholders with a goal of understanding the business strategy. marketing and sales.
although phone surveys or other offline means may sometimes be used when they are questions as to the online savvy-mess of a particular target population. In addition to standard marketing strategy methodologies and questions. product or marketing message affinity. In digital strategy this often includes the online customer registration database which companies use to provide access to their customer specific. or 3rd party panels. and how a customer actually purchases the product). demographics. how a customer develops the intent to purchase a product. value. etc. catalog. web site. Multi-channel analysis An analysis of a customer’s behavior (such as their purchase behavior or their service behavior) that looks across all the different channels in which customers interact with a company's products or information. There are lots of different ways to do this. Developing a vision and prioritizing a set of online initiatives Business plan or case . be a representative example would be. an analysis of how effective customers are at using the online assets developed by a company for their intended purposes. demographics. In digital strategy this is used to uncover usability barriers in the present state that may prevent the accomplishment to the online vision. Analytical CRM An analysis of a company's customer databases and information repositories with the goal of segmenting customers into homogeneous groups across one or more dimension of behavior. protected areas. value. In digital strategy. 3rd party search engine. product or marketing message affinity.) a customer uses at which stage of the purchase process. Customer interviews Includes one-on-one interviews and focus groups with a company's customers with a goal of understanding customer’s behaviors. Surveys are often conducted online using web intercepts. Depending on the breadth of the survey population and the degree of variation within the population. The analysis would look at which channels (example: phone. needs. and evaluates the company's strengths or weaknesses in that particular channel for that particular stage of the process Statistical surveys An approach to collection customer feedback in a quantitative manner from a large population. a company focuses on the customer purchase process (how a customer becomes aware of a product. customer interviews for Digital Strategy may includes usability testing. etc. e-mail lists. etc. surveys may be used to validate or invalidate key questions raised in more qualitative exercises such as customer interviews and focus group. Attempts to understand why each channel is used. retail store. goals and perceptions of the company and their industry both in the broadest business context as well as specifically online. survey results may be segmented to form homogeneous groups across one or more dimension of behavior.
Measurement plan A description of the key performance indicators used to measure the effectiveness of the digital strategy as well as the process for collecting and sharing the information. but also includes marketing done via e-mail and wireless media. These are often created in order to better communicate a key concept or to build excitement among stakeholders when building consensus or socializing a digital strategy. This is often done by creating a two by two matrix where cost of implementation runs along the x-axis (from high cost to low cost) and expected business benefit runs along the y-axis. The Business plan also defines the Key Performance Indicators (KPIs) that will be used to measure and evaluate the success of the online strategy. Portfolio management A way of prioritizing various initiatives by comparing their cost of implementation to their expected business benefits. Roadmap A high-level project plan which details the durations and dependencies of all the initiatives in the digital strategy. is referred to as the marketing (generally promotion) of products or services over the Internet. Individual initiatives or projects are then plotted on the matrix in terms of their calculated costs and benefits and priorities are determined according to which projects will provide the greatest benefit for the least amount of cost. Organizational and process assessment Similar to a technical assessment. operational. webvertising . . which meets the needs of the online vision. Internet marketing Internet marketing. is designed. The gaps between the current state and future state are identified.or e-marketing. The roadmap will often include checkpoints to assess the progress and success of the digital strategy. also known as web marketing. Internet marketing is considered to be broad in scope because it not only refers to marketing on the Internet. The measurement plan usually covers the financial. Digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing. A future technical architecture. Proof of concept Graphics representations or comps of key ideas or processes of the digital strategy. from low benefit to high benefit.A spreadsheet with supporting documentation that quantifies the investments and returns over time that will result from the execution of the online strategy. and a series of initiatives or projects to fill those gaps are developed and sequenced. and e-business metrics and their relationships. This is often done as a gap analysis where the current technical architecture is assessed. Technical assessment A design of a technical architecture which will meet the needs of the business vision and conform to the business plan and roadmap. online marketing. organizational and process assessments look at the changes that need to be made to an organization and its processes in order to achieve the online vision. They may involve a series of business process reengineering projects focused on the areas of an organization most affected by the online initiatives.
and paid inclusion. search engine optimization (SEO). businesses have the . usually word of mouth Affiliate marketing: a marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's own marketing efforts Inbound marketing: involves creating and freely sharing informative content as a means of converting prospects into customers and customers into repeat buyers Video marketing: This type of marketing specializes in creating videos that engage the viewer into a buying state by presenting information in video form and guiding them to a product or service Advantages and limitations of Internet marketing Advantages Internet marketing is inexpensive when examining the ratio of cost to the reach of the target audience. banner ads on specific websites. Twitter and LinkedIn Email: involves directly marketing a commercial message to a group of people using electronic mail Referral: a method of promoting products or services to new customers through referrals. mobile advertising. Types of Internet marketing Internet marketing is broadly divided in to the following  types: Display advertising: the use of web banners or banner ads placed on a third-party website or blog to drive traffic to a company's own website and increase product awareness Search (SEM): a form of marketing that seeks to promote websites by increasing their visibility in engine result pages (SERPs) through the use of paid placement.  advertising and sales. development. Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM). strategies. Companies can reach a wide audience for a small fraction of traditional advertising budgets the nature of the medium allows consumers to research and to purchase products and services conveniently therefore.Internet marketing ties together the creative and technical aspects of the Internet. or through the use of free search techniques Search engine optimization (SEO): the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results Social media marketing: the process of gaining traffic or attention through social media websites such as Face book. contextual advertising. including design. email marketing.
Email marketing can be done to either cold lists or current customer database. Sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately. pay per play. almost all aspects of an Internet marketing campaign can be traced. Email marketing Email marketing is directly marketing a commercial message to a group of people using electronic mail (email). Types of email marketing Email marketing can be carried out through different types of emails: . pay per click. trust. This is especially the case with products that are supposed to train or aid internet marketers in making money.advantage of appealing to consumers in a medium that can bring results quickly. In many cases. Broadly. request business. Internet marketers also have the advantage of measuring statistics easily and inexpensively. measured. Many so-called money making products are "empty boxes" in which there is essentially nothing there yet a buyer is to make money by reselling this empty box to others. ethics is still often missing in internet marketing. Marketer will not be able to use the x-factor/personal touch factor/human touch factor to influence the audience as the marketing is completely based on the advertisement and the information that the advertisement might lead to [websites. Therefore. the term is usually used to refer to: Sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers. The advertisement known as a "click through". marketers can determine which messages or offerings are more appealing to the audience The results of campaigns can be measured and tracked immediately because online marketing initiatives usually require users to click on an advertisement. or solicit sales or donations. Pyramid schemes are also still prevalent. to visit a website. It usually involves using email to send ads. to encourage customer loyalty and repeat business. While the quality of products has improved in the past few years. such as pay per impression. and to perform a targeted action Limitations One of the challenges that internet markets face (as does the general public) is that many internet products are outright scams or promoted with deception making it difficult to know what one is buying. in many cases through the use of a server. WEB banner A web banner or banner ad is a form of advertising on the World Wide Web delivered by an ad server. every email sent to a potential or current customer could be considered email marketing. and tested. and is meant to build loyalty. and pay per action. blogs and other channels]. The advertisers can use a variety of methods. or brand awareness. banners are delivered by a central ad server. The strategy and overall effectiveness of marketing campaigns depend on business goals and cost-volume-profit (CVP) analysis. This form of online advertising entails embedding an advertisement into a web page. In its broadest sense. It is intended to attract traffic to a website by linking to the website of the advertiser.
or they can also rent a list of email addresses from service companies. and 5 a. Direct emails Direct email involves sending an email solely to communicate a promotional message (for example. and eight percent were filtered Companies considering the use of an email marketing program must make sure that their program does not violate spam laws such as the United States' Controlling the Assault of Non-Solicited Pornography and Marketing Act (CANSPAM the European Privacy and Electronic Communications Regulations 2003. consented) to receive email communications on subjects of interest to them. customers. Transactional emails Transactional emails are usually triggered based on a customer’s action with a company. Triggered transactional messages include dropped basket messages. Advantages Email marketing (on the Internet) is popular with companies for several reasons: An exact return on investment can be tracked ("track to basket") and has proven to be high when done properly. Companies usually collect a list of customer or prospect email addresses to send direct promotional messages to. purchase or order confirmation emails and email receipts. or their provider’s acceptable. There are also software vendors that offer specialized transactional email marketing services. rising an estimated 15% in 2009 to £292m in the UK Disadvantages A report issued by the email services company Return Path.m. The primary purpose of an email newsletter is to build upon the relationship of the company with their customers/subscribers.. which include providing targeted and personalized transactional email messages and running specific marketing campaigns (such as customer referral programs). Mobile advertising . Almost half of American Internet users check or send email on a typical day with email blasts that are delivered between 1 a.e. Comparison to traditional mail There are both advantages and disadvantages to using email marketing in comparison to traditional advertising mail. as of mid-2008 email deliverability is still an issue for legitimate marketers.m. Many email newsletter software vendors offer transactional email support. outperforming those sent at other times in open and click rates Email is popular with digital marketers. an announcement of a special offer or a catalog of products). legitimate email servers averaged a delivery rate of 56%. twenty percent of the messages were rejected. According to the report. which gives companies the ability to include promotional messages within the body of transactional emails. Email marketing is often reported as second only to search marketing as the most effective online marketing tactic Advertisers can reach substantial numbers of email subscribers who have opted in (i.Email newsletters Email Newsletters are direct emails sent out on a regular basis to a list of subscribers.
Mobile Rich Media In addition to standard mobile display banners. Viral marketing As mobile is an interactive mass media similar to the internet. advertising within mobile games and mobile videos. It is a subset of mobile marketing.Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. Additional measurements include conversion rates. and audio advertisements that can take the form of a jingle before a voicemail recording. which appear while a requested item of mobile content or mobile web page is loading up. while in others. Other forms include MMS advertising. will forward that to a friend. They are also sold to advertisers by views (Cost Per Impression) or by click-through (Cost Per Click). by which one recipient of an advertisement on mobile. At the bare minimum mobile ads with viral abilities can become powerful interactive campaigns. such as click-to-call rates and other degrees of interactive measurement. Types of mobile ads In some markets. this type of advertising is most commonly seen as a Mobile Web Banner (top of page) or Mobile Web Poster (bottom of page banner). during mobile TV receipt. The main measurements are impressions (views) and click-through rates. A key element of mobile marketing campaigns is the most influential member of any target audience or community. This includes banners that would expand to a larger size. often referred to as in-App. advertisers are eager to utilize and make use of viral marketing methods. offering advertisers a larger display to communicate their message. The Mobile Marketing Association and the IAB (Interactive Advertising Bureau) has published mobile advertising guidelines but it is difficult to keep such guidelines current in such a fast-developing area. or an audio recording played while interacting with a telephone-based service such as movie ticketing or directory assistance. full-screen interstitials. At the extreme. Mobile media can run on a mobile web page or within a mobile application. Games within the banner to make the experience more interactive or a video within the banner space. it is dominated by SMS advertising (which has been estimated at over 90% of mobile marketing revenue worldwide). This allows users to become part of the advertising experience. a growing trend is to include rich media execution within the banner ads. which is called the alpha user Privacy concern . The effectiveness of a mobile media ad campaign can be measured in a variety of ways. they can become engagement marketing experiences.
Characteristics that distinguish direct marketing are: 1. an advertisement may ask the prospect to call a free phone number or click on a link to a website. Direct marketing seeks to drive a specific "call to action. This user-centric approach was noted at the 96th annual conference of Association of National Advertisers in 2006. To customize such behavioral personal data. online display ads. PDA phones and smart phones. fax numbers and United States and international postal addresses. thereby introducing a new phase of interactive advertising. measurable responses from customers — regardless of medium. catalog distribution. with advertising techniques such as mobile messaging. web media has enabled two-way traffic. user profiling. data mining and other behavior watch tools are employed. User’s prior consent needs to be obtained through membership to Join or User account to set up. grass-roots approaches”. 3. However. Marketing messages are addressed directly to customers. In a naive way to override privacy concern. data. 2. mobile TV and mobile search may override this privacy concern. Direct marketing messages emphasize a focus on the customer.Advocates have raised the issue of privacy. however. Benefits . Direct marketing relies on being able to address the members of a target market. and accountability. Direct marketing Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer. Targeted mobile marketing requires customization of ad content to reach interested and relevant customers. and privacy advocates warn that this may cause privacy infringement Some mobile carriers offer freebie or cheaper rate plans in exchange for SMS or other mobile ads. Direct marketing emphasizes track able. fliers. like laptops." For example. Addressability comes in a variety of forms including email addresses. Unlike the conventional one-way media like TV. Both mobile TV and mobile search may supersede the way of getting Users’ prior consent through membership or User account because users are free to choose mobile TV channels or mobile search services on a voluntary basis. interactive consumer websites. radio and newspaper. Interactivity Mobile devices aim to outgrow the domain of voice-intensive cell phones and to enter a new world of multimedia mobile devices. as soon as they are implemented on a full-blown basis. promotional letters. which described”a need to replace decade’s worth of top -down marketing tactics with bottom-up. Web browser cookies. email. mobile phone numbers. regardless of whether static or mobile. and outdoor advertising.
This is often achieved by using a specific website landing page directly relating to the promotional material. reducing advertising budget waste and increasing the effectiveness of delivering a marketing message with better geodemography information. even if the person has subscribed to receive them as legitimate email marketing can possess the same hallmarks as spam. ISPs and email service providers have developed increasingly effective Email Filtering programs." can be traced back to March 31. some direct marketing efforts using particular media have been criticized for generating poor quality leads. Challenges and Solutions While many marketers recognize the financial benefits of increasing targeted awareness. or event on offer. if a marketer sends out 1. The term "junk mail. 1. To address the concerns of unwanted emails or spam. This poses a problem for marketers and consumers alike. and the effectiveness of the campaign can be measured by taking the number of promotional messages distributed (e." meaning "unsolicited commercial e-mail. delivering the advertising message to only the customers interested in the product. can be traced back to 1954.' and it is one of many clearly quantifiable success metrics employed by direct marketers.. members of the advertising industry have been working to adopt stricter codes regarding online targeted advertising Direct Marketing Channels . service. In response to consumer demand and increasing business pressure to increase the effectiveness of reaching the right customer with direct marketing. either due to poor message strategy or because of poorly compiled demographic databases. This metric is known as the 'response rate. such as awareness or engagement. as advertisers do not wish to waste money on communicating with consumers not interested in their products. companies specialize in targeted direct advertising to great effect. In contrast. since there is no direct response from a consumer. Measurement of results is a fundamental element in successful direct marketing. general advertising uses indirect measurements. These filters can interfere with the delivery of email marketing campaigns. Can-Spam gives recipients the ability to stop unwanted emails. Consumers have expressed concerns about the privacy and environmental implications of direct marketing. Congress enacted the Controlling the Assault of NonSolicited Pornography and Marketing (CAN-SPAM) Act to curb unwanted email messages.000 solicitations by mail and 100 respond to the promotion. although in its first few months it merely referred to inadvertently posting a message so many times on UseNet that the repetitions effectively drowned out the normal flow of conversation. the marketer can say with confidence that campaign led directly to 10% direct responses.g. in 2003. A call to action will ask the customer to visit the landing page. Additionally." referring to unsolicited commercial ads delivered via post office or directly deposited in consumers' mail boxes.Direct marketing is attractive to many marketers because its positive results can be measured directly. 1993.000) and dividing it by the number of responses (people visiting the unique website page). and set out tough penalties for violations Additionally. The Internet has made it easier for marketing managers to measure the results of a campaign. For example. There are a range of email service providers that provide services for legitimate opt-in mailers to avoid being classified as spam. The term "spam. Another way to measure the results is to compare the projected sales or generated leads for a given term with the actual sales or leads after a direct advertising campaign.
marketing. Mobile Banner Ads: Like standard banner ads for desktop Web pages but smaller to fit on mobile screens and run on the mobile content network . allowing ads to be delivered to customers based upon their already-indicated search criteria This paid placement industry generates more than $10 billion dollars for search companies. and more. videos. video. Types of mobile marketing messages include: SMS: (short message service) — marketing communications are sent in the form of text messages.Any medium that can be used to deliver a communication to a customer can be employed in direct marketing. Search: 49% of US spending on Internet ads goes to search.5% between 2010 and 2011. and to accurately measure responses Online Tools With the expansion of digital technology and tools. Mobile Applications: Smartphone-based mobile apps contain several types of messages. including: Email Marketing Sending marketing messages through email or Email marketing is one of the most widely used direct-marketing methods One reason for email marketing's popularity is that it is relatively inexpensive to design. such as a cell phone. and audio. Rich Push Notifications are full HTML Push Notifications. This technology is increasingly being used for everything from special offers to product information. pop ups. Push Notifications are direct messages sent to a user either automatically or as part of a campaign. Social Media Sites. QR Codes (quick-response barcodes): This is a type of 2D barcode with an encoded link that can be accessed from a Smartphone. and floating units. Customers can click on the ad to respond directly to the message or to find more detailed information. Mobile apps also contain Interactive ads that appear inside the mobile application or app. According to research by remarketer. such as Face book and Twitter. direct marketing is increasingly taking place through online channels. expenditures on online display ads rose 24. Marketers also use search engine optimization to drive traffic to their sites. and send an email message It also allows marketers to deliver messages around the clock. geo-based. Location-Based Marketing: marketing messages delivered directly to a mobile device based on the user's location. Most online advertising is delivered to a focused group of customers and has a track able response. also known as texting. They include transactional. Mobile Through mobile marketing. in which advertisers pay for prominent placement among listings in search engines whenever a potential customer enters a relevant search term. test. Formats include static banners. Display Ads are interactive ads that appear on the Web next to content on Web pages or Web services. or tablet. marketers engage with prospective customers and donors in an interactive manner through a mobile device or network. also provide opportunities for direct marketers to communicate directly with customers by creating content to which customers can respond. Smartphone.MMS: (multi-media message service) — These messages use elements such as images.
a person who has demonstrated an interest in golf may receive direct mail for golf-related products or perhaps for goods and services that are appropriate for golfers. Direct mail is sent to customers based on criteria such as age. In the US. charities. Bulk mailings are a particularly popular method of promotion for businesses operating in the financial services. For example. This use of database analysis is a type of database marketing. The United States Postal Service calls this form of mail "advertising mail" (ad mail for short). pre-approved credit card applications. The FTC created the National Do Not Call Registry after a comprehensive review of the Telemarketing Sales Rule (TSR). in which mail is sent out following database analysis to select recipients considered most likely to respond positively. telephone surveyors. and travel and tourism industries. program. Telemarketing Another common form of direct marketing is telemarketing. catalogs. profession. The National Do Not Call Registry was created in 2003 to offer consumers a choice whether to receive telemarketing calls at home.Direct Mail The term "direct mail" is used to refer to communications sent to potential customers or donors via the postal service and other delivery services. or companies with which a customer has an existing business relationship. location. The most successful telemarketing service providers focus on generating more "qualified" leads that have a higher probability of getting converted into actual sales. income. etc. marketers send over 90 billion pieces of direct mail per year Advertisers often refine direct mail practices into targeted mailing. there are bulk mail rates that enable marketers to send mail at rates that are substantially lower than regular first-class rates. and other unsolicited merchandising invitations delivered by mail to homes and businesses. Canada has its own National Do Not Call List (DNCL). In the United States and United. The provisions do not cover calls from political organizations. in which marketers contact customers by phone. free-trial CDs. . In other countries it is voluntary. direct mail represents such a significant amount of the total volume of mail that special rate classes have been established. home computer.  The do-not-call provisions of the TSR cover any plan. which helps businesses increase sales volume and customer base. for example. In order to qualify for these rates. buying pattern. In many developed countries. marketers must format and sort the mail in particular ways – which reduces the handling (and therefore costs) required by the postal service. such as the New Zealand Name Removal Service. or campaign to sell goods or  services through interstate phone calls. Direct mail includes advertising circulars. The primary benefit to businesses is increased lead generation.
the overall use of faxes is less than in the past. More recently. and are becoming increasingly popular. In 2005.Voicemail Marketing Voicemail marketing emerged out of the market prevalence of personal voice mailboxes. and business voicemail systems. but imposes some new requirements. Broadcast Faxing Broadcast faxing. businesses have utilized guided voicemail (an application where pre-recorded voicemails are guided by live callers) to accomplish personalized business-to-business marketing formerly reserved for telemarketing. and came to be considered part of the formula for success with short-form direct-response TV ads (DRTV) . has over 83 million subscribers. which are sent daily by email. Because guided voicemail is used to contact only businesses. Voicemail marketing presented a cost effective means by which to reach people directly. is now less common than in the past this is partly due to laws in the United States and elsewhere which regulate its use for consumer marketing. the Junk Fax Prevention Act of 2005 (JFPA). Digital coupons are available on company websites. it is exempt from Do Not Call regulations in place for other forms of voicemail marketing. These requirements include providing an opt-out notice on the first page of faxes and establishing a system to accept opt-outs at any time of the day. due to the popularity of a variety of digital communication methods. The largest of these sites. Abuse of consumer marketing applications of voicemail marketing resulted in an abundance of "voice-spam. which allows marketers to send commercial faxes to those with whom they have an established business relationship (EBR). President Bush signed into law S. Fax senders must begin complying with these new requirements. Direct Response TV Direct marketing via television (commonly referred to as DRTV) has two basic forms: long form (usually half-hour or hour-long segments that explain a product in detail and are commonly referred to as infomercials) and short form. which refers to typical 30-second or 60-second commercials that ask viewers for an immediate response (typically to call a phone number on screen or go to a website). mostly for business-to-business marketing campaigns Also.Several aspects of ad." and prompted many jurisdictions to pass laws regulating consumer voicemail marketing. Roughly 2% of direct marketers use fax. by voice. Customers sign up to receive notice of discounts and offers. in which faxes are sent to multiple recipients. There are an increasing number of mobile phone applications offering digital coupons for direct use. An example is a coupon which the reader receives through the mail and takes to a store's check-out counter to receive a discount. which are described in this fact sheet. and email alerts. Group on. such as its use of adding items to the offer and the guarantee of satisfaction were much copied. Voicemail courier is a similar form of voicemail marketing with both business-to-business and business-to-consumer applications. social media outlets. 714. texts. Purchases are often made using a special coupon code or promotional code. Couponing Couponing is used in print and digital media to elicit a response from the reader. Digital Coupons: Manufacturers and retailers make coupons available online for electronic orders that can be downloaded and printed. Daily Deal Sites offer local and online deals each day.
Out-of-Home Out of home direct marketing refers to a wide array of media designed to reach the consumer outside the home. or a QR code that can be scanned by a mobile device — these methods are all forms of direct marketing. Grassroots/Community Marketing The door-to-door distribution of flyers and leaflets within a local community is a business-to-consumer form of direct marketing used extensively by restaurants. Similar to direct mail marketing. this tracking mechanism is a "call now" prompt with a toll-free phone number or a unique Web URL. service. product. Java. and many other businesses focusing on a local catchment. any of these multimedia elements may be defined as dynamic and therefore variable. such as a catalog. Live banners function the same way as traditional web banners: promoting a brand. movies. sounds and video to catch the view er’s attention. because they elicit a direct and measurable action from the customer. in-store. Often. aerials. either by having salespeople approach potential customers in person. since it is not necessary to purchase stamps. a coupon redeemable at a brick-and-mortar store. taxis — that contain a call-to-action for the customer to respond. Results of the ad can be tracked in terms of calls. or bill. insert media are marketing materials that are inserted into other communications. revenue. Direct Response Magazines and Newspapers Magazine and newspaper ads often include a direct response call-to-action. bus benches. newspaper. and usually employ animation together with text. Direct Selling Direct selling is the sale of products by face-to-face contact with the customer. ads contain a call to action with a specific tracking mechanism. or address lists with the names of home occupants. this method is targeted purely by area and community. except that the banner content is variable and may even update in real time. college campus/high schools. bus shelters. images. or Microsoft Silver light.Direct Response Radio In direct response radio. Coop or shared mail. orders. instead of being pre-programmed with fixed content. Depending on the banner design. leads. Insert Media Another form of direct marketing. sport facilities. and costs a fraction of the amount of a mail hot. Live banner A live banner is a banner ad which is created dynamically (or whose content is created dynamically) at the time of display. is also considered insert media. such as a toll-free number. hotels. shopping malls. customers. stadiums. envelopes. Live banners are built using technologies such as Adobe Flash. or an event. graphics. and profits that result from the airing of those ads. package. or through indirect means such as Tupperware parties. where marketing offers from several companies are delivered via a single envelope. including transit. magazine. sales. . airports. fast food companies. in-flight.
awareness is no longer the marketing challenge so doing more TV may not drive any more sales. a focus on what really matters is. read online because it's current) and continue to ask the fundamental questions about whether those tactics can actually drive business impact. And even huge successful companies may also wane . if the brand has been TV advertising-driven. they haven't.g. etc. But too often. Keeping up or missing out. the harder it is. In digital channels. A way to address this is to identify a few scenarios of how customers may react and then pre-plan actions to respond." The less B2C the brand is. few such precedents exist yet. There is a common perception that things in digital move and change fast. The large spike in traffic to the website evaporates once the media supporting the campaign is stopped. Once you put a campaign in market." Now. Metrics. Many companies have already done a bunch of digital "experiments. When you build a dialog and relationships with customers you can't just turn it off. which drove awareness of the product and therefore sales.e. What are the best practices in digital disciplines that are the same no matter what industry or audience? So as long as you continue to read and learn (don't read books. Many brands are still struggling with getting enough funds allocated to "digital. Historically. but turn out to be flashes in the pan. however.long term. But the corollary that it's impossible to keep up is only partially true. and Z users redeem said coupon in retail stores driving this much incremental revenue. All advertising campaigns are over once you turn them off. 4. Fraudster. 5. marketing can happen at light speed . 7.k.for example. Other tactics work better at lower stages of the consumers' purchase funnel – Creating lasting impact. So it's even more important that the brand manager can articulate a clear path to sales . brands must think of building relationships with customers.like Digs. what are the right metrics to use and how do we even start to get at a return on investment (ROI) with these metrics? Another important aspect of this is benchmarking . Y users print off a coupon.. they are taking a step back and reassessing whether those tactics yielded any business impact. In traditional media. In digital. In most cases. Since digital tactics are so new and so different from traditional channels. This is centered on earning their trust. 3. X users come to our website. MySpace. the marketing. Allocation of budget to digital. and this takes time. So chasing every "shiny object" is not necessary. No longer does it take months to compile data and write performance reports. But going forward they are looking for ways to make digital and traditional marketing tactics work better together and drive real business return. 6. analytics.a.Top Digital Challenges of Marketers Today 1. That's true. you can immediately see user actions and reactions to it. However. With this comes the ability to optimize in real time as well. . the main metrics had to do with reach and frequency. One way of building lasting value while still on campaign-based budgets is by spending the money to simulate the desirable social actions like "sharing" or "discussing" or "reviewing" instead of just buying "likes" where the users never come back after the campaign is over. 2. the companies don't have processes in place to enable the quick reaction to problems or opportunities. what's a good cost per thousand (CPM) or cost per click (CPC)? What kind of return should I be expecting and what should I do if I'm not getting it? Unifying and integrating within digital and also with traditional. Indeed there are dozens of startups that achieve incredible fame in the media. or even the product or service in question to take advantage of the speed of feedback.a in real time. Delicious. Speed and innovation. there is precedent that suggests spending this much extra should lead to this much lift in sales. This will allow the company to innovate the message. Finding the right marketing mix to allocate budget across channels. Much of this is due to the lack of a clear path from dollar invested to sales. for every dollar spent online. when their CFOs are breathing down their necks and asking for results and metrics. In digital and social media. don't sweat the details or worry about missing out on shiny objects (there will always be more). in many cases now. So companies that used to think in terms of ad campaigns need to now think about digital and social media commitments . and ROI of the digital marketing programs.
you are in a position to do work In the digital marketing model. Very scalable Cost per opportunity decrease with scale Shorter business development cycles are possible Easier to measure and project results LIMITATION OF DIGITAL MARKETING • • • Global reach equals global competition No local familiarity No face-to-face contact to read the prospect or reassure . the other off of sampling your work. One cues off of a personal relationship. Locally oriented Built on face-to-face interaction so you can learn a lot about potential client. and develop a relationship. LIMITATION OF TRDITIONAL MARKETING Limited access to distant markets Long development cycle are common Hard to measure and project result. people find you. Can go national or global more easily. social networking or after reading something you’ve published online. typically though repeated interaction over time.TRADITIONAL V/S DIGITAL MARKETING We identified two distinct models for developing new business. In traditional approach you meet people. STRENGTHS OF DIGITAL MARKETING Geography is less important. in the other they find you. Both approaches involve a trusting relationship. STRENGTHS OF TRDITIONAL MARKETING Tired and true. often through referrals or networking. but they get there in a different ways. They become familiar with your work and develop trust because they find your approach helpful. As people come to trust you. typically though paid or organic search. People are comfortable and familiar with it. In one you find the prospect.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.