ASSIGNMENT

PRINCIPLES OF MARKETING
NAME :- AHMAD HASAN

CLASS : B.COM

ROLL NUMBER: 2402

WRITE SHORT ON THE FOLLOWING

1.SERVICE MARKETING
Definition:Service marketing refers to the application of a
different set of tactics or strategies to anticipate the
consumer’s need for an intangible product. And thus, meet
their requirements accordingly, to create maximum value
for them from their purchase.
The marketing of services is different from the marketing
of products. While selling off services, convincing the
consumers and pricing the intangible products is a
challenging task.
Paradigm in Service Marketing
The present marketing scenario is a lot more different from what
it used to be earlier. The belief, mindset, perception and attitude
of the consumers have changed tremendously.
Discussed below are the new set of paradigm for modern
marketing in terms of services:

Service Categories
Service industry seems to be more complicated than the
manufacturing industry. The services can be either tangible or
intangible; people-oriented or product oriented.

These are further classified into the following four major

categories based on their applicability:

People Processing Services: People processing here refers to

the physical presence of the customer at the service system or
location, to avail the service. For example, a person needs to be
physically present at the ‘salon’ to get a hair cut.

Product/Possession Processing Services: Such services are

related to a specific product or its possession with limited or no
involvement of the customer. For instance, the services offered by
‘packers and movers’ are primarily concerned with the safe
shifting of customer’s belongings, i.e., furniture and assets from
one place to another.

Mental Stimulus Processing Services: The services which

influence the consumer’s mental abilities, religious believes,
behavior, perception, lifestyle and attitude are termed as mental
stimulus processing services. Like, educational institutes deliver
knowledge which develops the mental ability of a person.

Information Processing Services: These are a unique form of

intangible products where the information acts as a product, or
information technology is used. Such decisions are considered to
be critical due to massive investment and a high level of risk;
therefore, absolute customer involvement can be seen over here.

Customer Oriented
In the service industry, customization of the product offering
becomes essential as compared to that of the manufacturing
industry. The customer’s needs, perception and requirements are
given significance while carrying out the business operations in as
a service provider.

Single Take
Service is a one-take action, i.e., it cannot be restored, redone,
replaced or exchanged. It is intangible and irreversible; thus, it
needs to be perfect and well-delivered for the first time it self. An
organization, therefore, requires trained and experienced
personnel to provide services because a lousy consumer
experience may lead to negative publicity, which affects the brand
name and equity.
Characteristics of Service Marketing
Services are very different from goods or tangible
products, and so is its marketing needs. The general
marketing strategies may not apply to the marketing of
intangible products.
Some of the basic features which differentiate service
marketing from the usual marketing are as follows:
Intangibility
The service is considered as an intangible product which cannot
be seen or touched or physically felt but can only be experienced.

In case of a service, the consumer’s buying decision is wholly

based on his understanding of the service offering. He/she spends
ample time and efforts in decision making, especially for those
services which involve huge investment and risk.

Use of Tangible Products

The service providers make use of various tangible or real
products to deliver appropriate service to the consumers. The
products absorbed for providing services create value for the
customers.
For instance, a travel agent needs to book train tickets (which are
usually available in a physical form) for the clients. Thus, the
traveler’s experience of the journey is based on the ticket available
with him/her.

No Stock Maintenance
The services are intangible and are provided then and there; thus,
unlike products, no inventory needs to be maintained in such
cases. The profitability in the service industry depends upon the
excellence of the service provider and business operations.

Low Price Sensitivity

When we talk about the service industry, we see that the consumers are not price-
conscious but are more concerned about the quality of service they get. A zero-
defect service product has the highest earning potential.

Thus, we can say that consumer’s price sensitivity towards service is inversely

related to the level of performance expectation. Please refer the following graph
depicting price sensitivity in service marketing:

Value Creation Process

The four significant elements or 4P’s of a service which is responsible for
consumer satisfaction and value creation are the paces, people, proof and
process involved.

The service marketing mix constitutes of these elements along with the
traditional marketing mix elements, i.e., product, price, promotion and
place.

Service Marketing Triangle

Christian Greenrooms initially developed the service marketing
triangle model in the year 2000. It depicts the relationship
between three essential elements of a service industry, i.e.,
company, employees and consumers.
Internal Marketing
The internal marketing connects the company with the employees where
the employees are assisted, guided and trained for providing the services to
the customers.

The employees are introduced to the organizational goals, and their queries
or problems are resolved. The best performers are even appreciated
through the performance reward system.

External Marketing
This is the direct form of service marketing. Here the company reaches out to the
target consumers through website, advertisements, social media and other
relevant platforms, to keep the business rolling.

Interactive Marketing
One of the most crucial marketing tasks is the actual delivery of services to
the consumer by the employees. The success of interactive marketing
depends upon the proper execution of internal and external marketing. The
employees aim at consumer satisfaction, long-term association and
customer retention in interactive marketing. The image of the company is
in the hands of the employees.
 2.RURAL MARKETING
Definition: 
The Rural Marketing refers to the activities undertaken by
the marketers to encourage the people, living in rural
areas to convert their purchasing power into an effective
demand for the goods and services and making these
available in the rural areas, with the intention to improve
their standard of living and achieving the company’s
objective, as a whole.
The Rural Marketing is a two-way process, i.e.,

 Urban to Rural: FMCG Goods, Agricultural fertilizers,

automobiles, etc. are offered by the urban market to the rural
market.
 Rural to Urban: The agricultural supplies viz. Fruits,
vegetables, flowers, milk, etc. is offered from the rural market to
the urban market.

Potential of Rural Marketing

The marketers are following the strategy to “Go Rural” because of the following
attractions in the rural market:

1. Large Population: Still, the majority of the population in

India resides in Villages and therefore, the marketers find more
potential in the rural areas and direct their efforts to penetrate the
rural market.
 2. creased Income: The income and the purchasing power of
the rural people have increased. With the use of modern
agricultural equipment and technology, the farmers can
produce more and can get better returns for their agricultural
produce.The increased income motivates a farmer to
improve his livelihood by purchasing a good quality product
and thus, the marketer gets an opportunity to enter into the
rural market.

3. Competition in Urban Market: There is a lot of competition in

the Urban market, where people are well aware of the goods and
services and have created a brand loyalty.Therefore, the
marketers move to the rural market to escape the intense
completion and generate revenues from the untapped areas.

4. Improved Infrastructure facilities: Today, many villages are

well connected with the roads and transportation facilities that
enables the marketer to access the rural market and promote his
goods and services.With the growth in telecom services, the rural
people can be reached easily via mobile phones.

5. Saturated Urban Market: Also, the marketers may move to the

rural markets, when the urban market has reached the saturation
point, the i.e. market is well stuffed with the products, and the
consumers are not likely to make a frequent purchase due to the
varied options available in the market.

6. Support of Financial Institutions: Several Co-operative banks

and public sector banks offer the loan facility to the rural people at
 low-interest rates. With the loan, the purchasing power of an
individual increases, thus resulting in a better standard of living.

7. New Employment Opportunities: The Government is running

several employment opportunity programmes, with the intention to
engage people in other activities apart from the agriculture
occupation.The Integrated Rural Development Programme
(IRDP), Jawahar Rozgar Yojana (JRY), Training Rural Youth for
self-Employment are the certain programmes, designed to
increase the livelihood of rural people.

Due to so much potential in the rural areas, the companies are

focussing more on the needs and desires of people living in here
and are taking every possible step to stimulate people to buy
products and services and improve their livelihood.
 3.ONLINE MARKETING
Online marketing is the practice of leveraging web-based channels to
spread a message about a company’s brand, products, or services to its
potential customers. The methods and techniques used for online
marketing include email, social media, display advertising, search
engine optimization, Google AdWords and more. The objective of
marketing is to reach potential customers through the channels where
they spend their time reading, searching, shopping, and socializing
online.

Widespread adoption of the internet for business and personal use has
generated new channels for advertising and marketing engagement,
including those mentioned above. There are also many benefits and
challenges inherent to online marketing, which uses primarily digital
mediums to attract, engage, and convert virtual visitors to customers.

Online marketing differs from traditional marketing, which has

historically included mediums like print, billboard, television and radio
advertisements.

Before online marketing channels emerged, the cost to market products

or services was often prohibitively expensive, and traditionally difficult
to measure. Think of national TV ad campaigns, which are measured
through consumer focus groups to determine levels of brand awareness.
These methods are traditionally lso not well-suited to controlled
experimentation. Today, anyone with an online business (as well as most
offline businesses) can participate in online marketing by creating a
website and building customer acquisition campaigns at little to no cost.
Those marketing products and services also have the ability to
experiment with optimization to fine-tune their campaigns’ efficiency
and ROI.

Benefits Of Online Marketing

A key benefit of using online channels for marketing a business or
product is the ability to measure the impact of any given channel, as well
as how visitors acquired through different channels interact with a
website or landing page experience. Of the visitors that convert into
paying customers, further analysis can be done to determine which
channels are most effective at acquiring valuable customers.

Analytics for web or mobile app experiences can help determine

the following:
 Which online marketing channels are the most cost-effective
at acquiring customers, based on the conversion rate of
visitors to customers, and the cost of those visitors.

 Which channels are effective at acquiring and driving

higher lifetime value for customers — such as email
marketing, which drives repeat purchases to prior
customers.

 Which cohorts of customers exhibit strong engagement

behavior and high potential for upsells — such as software
or mobile apps, which expect to sell more products to
customers with high engagement.

Online Marketing Tools

There are a number of tools that can be used to build and

maintain a robust online marketing program:
  Email Marketing
 Social Media Marketing
 Search Engine Optimization (SEO)
 Display Advertising
 Search Engine Marketing (SEM)
 Virtual Events & Webinars
 A/B Testing & Website Optimization
 Content Marketing
 Video Marketing
 Marketing Analytics
 Marketing Automation
 Customer Relationship Management (CRM)
 Content Management System (CMS)
 Pay-per-click (PPC) Advertising
 LinkedIn Ads
 Affiliate Marketing

Examples Of Online Marketing

Some examples of online marketing campaigns include:

 Canon advertises for search keywords related to
"photography" on Google, Yahoo, and Bing search engines
to market their cameras to a relevant audience to drive traffic
to a specific webpage.
 Whole Foods collects email addresses on their website to
create email lists that can be used to advertise new
products, sales, and events in their stores.
 Dove creates video advertisements and shares them with
their audience on Facebook, Twitter, and other social media
 platforms to promote favorable conversation about their
brand and products.
 Bite Beauty partners with influencers to promote a new
lipstick to their target audience of high-quality, beauty
enthusiasts.

Although online marketing creates many opportunities for businesses to

grow their presence via the internet and build their audiences, there are
also inherent challenges with these methods of marketing. First, the
marketing can become impersonal, due to the virtual nature of message
and content delivery to a desired audience. Marketers must inform their
strategy for online marketing with a strong understanding of their
customer’s needs and preferences. Techniques like surveys, user testing,
and in-person conversations can be used to understand the overall user
experience.

Online marketing can also be crowded and competitive. Although the

opportunities to provide goods and services in both local and far-
reaching markets is empowering, the competition can be significant.
Companies investing in online marketing may find visitors’ attention is
difficult to capture due to the number of business also marketing their
products and services online. Marketers must develop a balance of
building a unique value proposition (UVP) and brand voice as they test
and build marketing campaigns on various channels.

How to Get Started

The first step to getting started with online marketing is to evaluate your
goals and make sure they are measurable. Are you hoping to sign up 100
new customers? Generate 1,000 leads to fuel your B2B sales process?
Build an email subscriber base of 10,000 people?

After that, you need to make a choice about how to construct an online
presence that helps you achieve that goal and create corresponding a
marketing strategy for these channels. Maybe you need to set up an e-
commerce site. If you’re interested in blogging to drive awareness and
subscribers, look into setting up a blog and strategize on how to create
great content that would encourage sharing on social media channels.
Partnering with a customer that is willing to evangelize your business by
creating a case study or infographic can be powerful social proof as
customers are evaluating your company. A simple website or landing
page with a lead capture form can help you start developing your brand
and generating traffic. A basic analytics platform (like Google Analytics,
which is free) can help you start to measure how you are tracking your
marketing efforts towards your initial goal.

Disambiguation

Online marketing is also known as internet marketing, web marketing,

digital marketing and search engine marketing (SEM). Online
advertising and internet advertising are techniques involved with online
marketing, but are not synonymous with online marketing.

4. GREEN MARKETING
Green marketing is the process of promoting products or services
based on their environmental benefits. These products or services
may be environmentally friendly in themselves or produced in an
environmentally friendly way.

Learn more about green marketing to see its role in business and
contributions to environmental sustainability.

What Is Green Marketing?

Green marketing involves companies promoting their products or
services in a way that showcases their eco-friendliness.

 Alternate name: Eco-marketing, environmental marketing

When a company showcases its eco-friendliness, that may
include products:

 Manufactured in a sustainable fashion

 Not containing toxic materials or ozone-depleting substances
 Produced from recycled materials or able to be recycled
 Made from renewable materials
 Not making use of excessive packaging
 Designed to be repairable and not thrown away

Green marketing is typically practiced by companies that are

committed to sustainable development and corporate social
responsibility. More organizations are making an effort to
implement sustainable business practices. They recognize they
can make their products more attractive to consumers, while also
reducing expenses in packaging, transportation, energy and water
usage, and more.

Furthermore, businesses are increasingly discovering that

demonstrating a high level of social responsibility can increase
brand loyalty among socially conscious consumers.1 The key
barrier to sustainable business practices, such as green
procurement, is the short-term cost. Going green will typically cost
more upfront, but generate great rewards in the long run.2

How Green Marketing Works

Green marketing begins with a company actually implementing
and practicing sustainable business methods. Companies risk
being labeled as dishonest if their business practices don't match
their green marketing messages, so they must ensure they're
practicing what they're preaching. Authenticity is essential in
green marketing.
Companies generally have three angles of marketing their eco-
friendliness:

 The items used to make their products

 The actual products
 The packaging the products are sold in

They may choose to highlight how their products are all made
from recycled material, how their products are designed to be
recycled or reused, their use of biodegradable packaging, or a
combination of the three. It's also common to find larger
corporations that participate in various programs that aim to
increase company-wide recycling, decrease waste disposal, and
support community initiatives.

Both grocers and restaurants are known for their green marketing.
For grocers that advertise organic produce, organic food sales
have more than doubled since 2010 as consumers increasingly
prefer non-genetically modified foods free of pesticides.3
Restaurants that promote locally sourced meats, produce, and
alcohol are thriving. Local sourcing is attractive to consumers as it
projects an image of sustainability and willingness to invest in the
community

Green Marketing and Sustainable Development

Majority of people believe that green marketing refers solely to the
promotion or advertising of products with environmental
characteristics. In general green marketing is a broader concept,
one that can be applied to consumer goods and industrial goods
and services (Polonsky, 7994). Sustainable development requires
"sustainable marketing" that is marketing efforts that are not only
competitively sustainable but are also ecologically sustainable
(Polonsky et al., 7997). Indeed, marketing's role in the
development process is well recognized (Kinsey, 7982; Riley et
al., 1983; Dholakia, l984; Carter 1986; Kotler, 1986). However,
marketing's critical role in development will only be appreciated
when, through sustainable marketing, it meets the needs of the
present without compromising the ability of future generations to
meet their own needs (Polonsky et al,, 1997). Green marketing
focuses on undertaking all marketing activities while protecting
the environment. On the other hand sustainable development
demand that the future generations inherit the natural
environment in the same state or better as inherited by the
previous generations. This calls for the protection and
improvement of the environment. Therefore, sustainable
development is a dependent variable of green marketing and
other factors as independent factors (See Fig. 1 conceptual
framework of green marketing and sustainable development
which illustrates this relationship.) According to the framework
organization through traditional procurement strategies production
processes and technology, general management practices;
marketing; human resources management, research and
Development contribute to environmental concerns facing the
world today These marketing mix strategies are not limited to
marketing discipline but may be used by other functional area of
organization.

5.SOCIAL MARKETING
The health communications field has been rapidly changing over
the past two decades. It has evolved from a one-dimensional
reliance on public service announcements to a more sophisticated
approach which draws from successful techniques used by
commercial marketers, termed "social marketing." Rather than
dictating the way that information is to be conveyed from the top-
down, public health professionals are learning to listen to the
needs and desires of the target audience themselves, and
building the program from there. This focus on the "consumer"
involves in-depth research and constant re-evaluation of every
aspect of the program. In fact, research and evaluation together
form the very cornerstone of the social marketing process.

Social marketing was "born" as a discipline in the 1970s, when

Philip Kotler and Gerald Zaltman realized that the same marketing
principles that were being used to sell products to consumers
could be used to "sell" ideas, attitudes and behaviors. Kotler and
Andreasen define social marketing as "differing from other areas
of marketing only with respect to the objectives of the marketer
and his or her organization. Social marketing seeks to influence
social behaviors not to benefit the marketer, but to benefit the
target audience and the general society." This technique has
been used extensively in international health programs, especially
for contraceptives and oral rehydration therapy (ORT), and is
being used with more frequency in the United States for such
diverse topics as drug abuse, heart disease and organ donation.

Like commercial marketing, the primary focus is on the

consumer--on learning what people want and need rather than
trying to persuade them to buy what we happen to be producing.
Marketing talks to the consumer, not about the product. The
planning process takes this consumer focus into account by
addressing the elements of the "marketing mix." This refers to
decisions about 1) the conception of a Product, 2) Price, 3)
distribution (Place), and 4) Promotion. These are often called the
"Four Ps" of marketing. Social marketing also adds a few more
"P's." At the end is an example of the marketing mix.
Social Marketing       Commercial Marketing 

Creates a need for the priority population

Meets the needs of the priority   population
Society and consumer profit    Marketer profits more than consumer

Organizations with similar goals cooperate  Businesses with similar goals compete

Campaigns take longer to change behavior     Shorter time needed to sell a product
Comsumer involvement and commitment needed
Shorter term commitment and involvement
Approach
Social marketing is a systematic and planned process. It follows
six steps

Product
The social marketing "product" is not necessarily a physical
offering. A continuum of products exists, ranging from tangible,
physical products (e.g., condoms), to services (e.g., medical
exams), practices (e.g., breastfeeding, ORT or eating a heart-
healthy diet) and finally, more intangible ideas (e.g.,
environmental protection). In order to have a viable product,
people must first perceive that they have a genuine problem, and
that the product offering is a good solution for that problem. The
role of research here is to discover the consumers' perceptions of
the problem and the product, and to determine how important
they feel it is to take action against the problem.

Price
"Price" refers to what the consumer must do in order to obtain the
social marketing product. This cost may be monetary, or it may
instead require the consumer to give up intangibles, such as time
or effort, or to risk embarrassment and disapproval. If the costs
outweigh the benefits for an individual, the perceived value of the
offering will be low and it will be unlikely to be adopted. However,
if the benefits are perceived as greater than their costs, chances
of trial and adoption of the product is much greater.
In setting the price, particularly for a physical product, such as
contraceptives, there are many issues to consider. If the product
is priced too low, or provided free of charge, the consumer may
perceive it as being low in quality. On the other hand, if the price
is too high, some will not be able to afford it. Social marketers
must balance these considerations, and often end up charging at
least a nominal fee to increase perceptions of quality and to
confer a sense of "dignity" to the transaction. These perceptions
of costs and benefits can be determined through research, and
used in positioning the product.

Place
"Place" describes the way that the product reaches the consumer.
For a tangible product, this refers to the distribution system--
including the warehouse, trucks, sales force, retail outlets where it
is sold, or places where it is given out for free. For an intangible
product, place is less clear-cut, but refers to decisions about the
channels through which consumers are reached with information
or training. This may include doctors' offices, shopping malls,
mass media vehicles or in-home demonstrations. Another
element of place is deciding how to ensure accessibility of the
offering and quality of the service delivery. By determining the
activities and habits of the target audience, as well as their
experience and satisfaction with the existing delivery system,
researchers can pinpoint the most ideal means of distribution for
the offering.

Promotion
Finally, the last "P" is promotion. Because of its visibility, this
element is often mistakenly thought of as comprising the whole of
social marketing. However, as can be seen by the previous
discussion, it is only one piece. Promotion consists of the
integrated use of advertising, public relations, promotions, media
advocacy, personal selling and entertainment vehicles. The focus
is on creating and sustaining demand for the product. Public
service announcements or paid ads are one way, but there are
other methods such as coupons, media events, editorials,
"Tupperware"-style parties or in-store displays. Research is
crucial to determine the most effective and efficient vehicles to
reach the target audience and increase demand. The primary
research findings themselves can also be used to gain publicity
for the program at media events and in news stories.

Additional Social Marketing "P's"

Publics--Social marketers often have many different audiences
that their program has to address in order to be successful.
"Publics" refers to both the external and internal groups involved
in the program. External publics include the target audience,
secondary audiences, policymakers, and gatekeepers, while the
internal publics are those who are involved in some way with
either approval or implementation of the program.

Partnership--Social and health issues are often so complex that

one agency can't make a dent by itself. You need to team up with
other organizations in the community to really be effective. You
need to figure out which organizations have similar goals to
yours--not necessarily the same goals--and identify ways you can
work together.

Policy--Social marketing programs can do well in motivating

individual behavior change, but that is difficult to sustain unless
the environment they're in supports that change for the long run.
Often, policy change is needed, and media advocacy programs
can be an effective complement to a social marketing program.

Purse Strings--Most organizations that develop social marketing

programs operate through funds provided by sources such as
foundations, governmental grants or donations. This adds another
dimension to the strategy development-namely, where will you get
the money to create your program?

Example of a Marketing Mix Strategy

As an example, the marketing mix strategy for a breast cancer

screening campaign for older women might include the following
elements:

 The product could be any of these three behaviors: getting

an annual mammogram, seeing a physician each year for a
breast exam and performing monthly breast self-exams.
 The price of engaging in these behaviors includes the
monetary costs of the mammogram and exam, potential
discomfort and/or embarrassment, time and even the
possibility of actually finding a lump.
 The place that these medical and educational services are
offered might be a mobile van, local hospitals, clinics and
worksites, depending upon the needs of the target audience.
 Promotion could be done through public service
announcements, billboards, mass mailings, media events
and community outreach.
 The "publics" you might need to address include your target
audience (let's say low-income women age 40 to 65), the
people who influence their decisions like their husbands or
physicians, policymakers, public service directors at local
radio stations, as well as your board of directors and office
staff.
 Partnerships could be cultivated with local or national
women's groups, corporate sponsors, medical organizations,
service clubs or media outlets.
 The policy aspects of the campaign might focus on
increasing access to mammograms through lower costs,
 requiring insurance and Medicaid coverage of mammograms
or increasing federal funding for breast cancer research.
 The purse strings, or where the funding will come from, may
be governmental grants, such as from the National Cancer
Institute or the local health department, foundation grants or
an organization like the American Cancer Society.

Each element of the marketing mix should be taken into

consideration as the program is developed, for they are the core
of the marketing effort. Research is used to elucidate and shape
the final product, price, place, promotion and related decisions.

6.DIRECT MARKETING

Direct marketing is a type of advertising campaign that

seeks to achieve a specific action in a selected group of
consumers (such as an order, store or website visit, or a request
for information) in response a communication action done by the
marketer. This communication can take many different formats,
such as postal mail, telemarketing, point of sale, etc. One of the
most interesting methods is direct email marketing.

An essential aspect of direct marketing is that the consumer

response is measurable: for example, if you offer a discount
for an online store, you should include some kind of cookie or
pixel to let you know if the user has used of the code.
Benefits of direct   marketing

Direct marketing allows you to promote your product or service directly

to your target audience and measure results quickly, but the benefits don't
stop there. Here are some of the advantages that digital direct marketing
can bring to your brand:

 High segmentation and targeting. One of the great advantages of

this type of marketing is that you can reach your specific audience
segments with personalized messages. If you want to succeed, you
 should invest time to research and identify the consumers most likely to
convert and thus direct your efforts to actions that really work.

 Optimize your marketing budget. Addressing online direct marketing

to a specific audience allows you to set realistic goals and improve your
sales on a tight budget. If you properly optimize your direct campaign,
you will achieve results with only a small percentage of the cost of
traditional advertising.

 Increase your sales with current and former clients. Digital direct

marketing lets you communicate with your current customers to keep the
relationship alive while continuing to bring value. It also allows you to get
back in touch with old customers and generate new sales opportunities.
 Upgrade your loyalty strategies. Direct contact with your customers
allows you to customize your promotions, emails, and offers to create an
instant bond. To maximize results, you can combine your direct marketing
methods with your loyalty program.

 Create new business opportunities. Direct marketing allows you to

adapt to market demands at all times and respond more effectively.
 Tests and analyzes the results. Direct response campaigns give you
the opportunity to directly measure your results. Take the opportunity to
squeeze the most of your tests and make decisions in real time. 

3 Examples of Direct Marketing

The most powerful and innovative direct
marketing strategies want to elicit a reaction in the target
audience using content delivered directly to the consumer, both
physically and through the email marketing. A very striking
graphic design, a surprising product, or a video that touches the
heartstrings of the listener, can elicit a direct response from the
consumer.

Below we'll review three great examples of direct marketing. If

you want even more examples, check out this blog post.
Toyota Corolla

Direct marketing is a great opportunity for businesses, if used in

the right way, but it is also a good way for agencies to show off
their chops. If they put all their creativity to the strategy and use
really shocking advertising techniques, the campaign will be long
remembered by the public (and attract potential customers). A
great example of this is the below video from Toyota. 

Touch Branding

This is a branding agency that maximizes the potential of their

brands. They are in Prague and have over 15 years of
experience in global campaigns. They devised a plan for direct
marketing with an impactful copy "We'll give our blood for good
branding" and a graphic design that really was up to the
message. This really is one of the greatest examples of direct
marketing that we've ever seen!
For direct mail they attached with letters a "blood bag" (don't
worry - it was fake). The design of the email they sent was in the
same line, and the cover photo on their website was a picture
with two doctors who carried the blood bag with copy below.
Actually, they matched all season long in Touch Branding  and it
was a way to "hook" potential companies to be customers.

Fire up your Direct Email Marketing

Campaign
Ready to start? We will explain step by step how to launch a
direct mail campaign: 

 Develop your contact list. The first step in developing

a direct email marketing campaign is knowing who you're
going to target. In the market you can find many email lists by
sector, but you need to take your customization further and
find users who are genuinely interested in your product. To
get leads, you can try an inbound marketing campaign based
on content (such as downloads of an eBook) or lead
generation ads on Twitter. Whatever you do, do not forget that
everything you need to segment your list of contacts, for
example, how often they visit your site or products that
interest them. 
 Create the ideal mail. Subject, text, icons, and call to
action ... Nothing in your email marketing campaign should be
random. Align creativity and segmentation. 

 Enter a code or identification pixel. As mentioned above,

one of the keys to direct marketing is the ability to precisely
measure all the results. To do this, you need to include a pixel
code in your emails that identifies users who have come to
your site through this particular campaign.

 Test the campaign. Take advantage of your email

campaigns to test A / B test and discover what really works
with your audience. Subject, images, button, time sent ... try
all the possible variants.

 Put an ongoing campaign. Send a test email to make

sure everything runs smoothly and launch your campaign. But
beware! As with social networks and other tools of digital
advertising, you must send it at an ideal time and day  to avoid
idle time if you do not want to fall into oblivion.
 Consumer responses. Ready! Now you just have to wait
to see the reactions of your target. Leave a window of
reasonable time before drawing conclusions, since not
everyone looks at their email instantly.
 Analyze the results of the campaign. Finally, you have to
measure how your campaign has worked. How many people
have opened the mail, clicked, or converted? If you've tried
several versions, what has worked best and why? Use these
conclusions for the next campaign and see how quickly you
will launch a really effective direct marketing campaign. 

Remember, good planning and preparation are the keys to

success for digital marketers. Good luck in your direct
marketing campaigns.

COMPLETE