B. Benefits of Direct and Digital Marketing to Buyers C. Customer Databases and Direct Marketing D. Forms of Direct and Digital Marketing E. Online Marketing and Digital Marketing
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(Armstrong, Kotler & Opresnik) Direct and Digital Marketing
•Engage directly with targeted
individual consumers and customer communities to obtain an immediate response
•Build lasting customer
relationships, engagement, brand community, and sales Copyright 2017 Pearson Education, Ltd (Armstrong, Kotler & Opresnik) A. The New Direct Marketing Model
• Most companies still use direct marketing as a
supplementary channel or medium. • For many companies today, direct marketing constitutes a complete model for doing business.
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(Armstrong, Kotler & Opresnik) Rapid Growth of Direct and Digital Marketing • Fastest-growing form of marketing • Direct marketing becoming more Internet-based • Claims a surging share of marketing spending and sales – Online display and search advertising, video, social media, mobile, e-mail
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(Armstrong, Kotler & Opresnik) B. Benefits of Direct and Digital Marketing to Buyers
• Convenient, easy, and • Low-cost, efficient, and
private speedy • Easy buyer-seller • Build close, personalized, interaction interactive, one-to-one • Quick access to products customer relationships and relevant information • Offer greater flexibility • Brand engagement and community Benefits Benefit to to Sellers Buyers Copyright 2017 Pearson Education, Ltd (Armstrong, Kotler & Opresnik) C. Customer Databases and Direct Marketing A customer database is an organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic and behavioral data.
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(Armstrong, Kotler & Opresnik) D. Forms of Direct and Digital Marketing
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(Armstrong, Kotler & Opresnik) E. Online Marketing and Digital Marketing Online marketing is Marketing via the Internet using company Web sites, online ads and promotions, e-mail, online video, and blogs.
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(Armstrong, Kotler & Opresnik) Online Marketing
• Types of Web Sites
– Marketing Web sites: Interact with consumers to move them closer to a direct purchase or other marketing outcome – Corporate (Branded community) Web sites: Present brand content that engages consumers and creates customer community around a brand
while consumers are browsing the Web, including display ads, search-related ads, online classifieds and other forms. • New rich media ads now incorporate animation, video, sound and interactivity.
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(Armstrong, Kotler & Opresnik) Online Advertising
• The largest form of
online advertising is search-related ads or contextual advertising
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(Armstrong, Kotler & Opresnik) Placing Ads and Promotions Online • Content sponsorships - Companies gain name exposure on the Internet by sponsoring special content on various Websites.
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(Armstrong, Kotler & Opresnik) Online Videos • Posting digital video content on brand Web sites or social media sites such as YouTube, Facebook, and others. • Can engage millions of consumers • Its included ads that a company makes primarily for TV but posts online before or after an advertising campaign to extend reach and impact.
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(Armstrong, Kotler & Opresnik) Online Videos • Viral marketing: Videos, ads, and other marketing content that customers seek out or pass along to friends
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(Armstrong, Kotler & Opresnik) E-Mail Marketing
• E-mail marketing is the sending of highly
targeted, tightly personalized, relationship- building marketing messages via e-mail. – Spam :The unsolicited, unwanted commercial e-mail messages that clog up e‑mail boxes.
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(Armstrong, Kotler & Opresnik) Blogs and Other Online Forums • Online journals of narrowly defined topics where people and companies post their thoughts and other content – Benefit: Offers a fresh, original, personal, and inexpensive way to enter into consumer online conversations – Limitation: Consumer-controlled medium
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(Armstrong, Kotler & Opresnik) Social Media Marketing • Social media: Independent and commercial online communities where people congregate, socialize, and exchange views and information • Marketers engage in social media by: – Using the existing ones – Setting up their own
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(Armstrong, Kotler & Opresnik) Integrated Social Media Marketing – Most large companies are now designing full-scale social media efforts that blend with and support other elements of a brand’s marketing strategy and tactics. – Integrated Social Media Marketing is not as simple as posting some messages and promotions on a brand’s Facebook page.
• Targeted and personal • Still being experimented
• Interactive • Difficult to measure • Immediate and timely results • Cost effective • Largely user controlled • Engagement and social sharing capabilities
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(Armstrong, Kotler & Opresnik) Mobile Marketing
• Promotional content delivered to consumers
through their mobile devices • Engage customers anywhere, anytime during the buying and relationship-building processes
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(Armstrong, Kotler & Opresnik) Direct Mail Marketing • Sending an offer, announcement, reminder, or other item directly to a person at a particular address – Tangible and creates emotional connection with customers – Effective component of a broader integrated marketing campaign – Direct and personalized – Sent to consumers who want to receive it Copyright 2017 Pearson Education, Ltd 14 - 24 (Armstrong, Kotler & Opresnik) Catalog Marketing
Catalog marketing is the use of print, video, or
digital catalogs that are mailed to select customers, made available in stores or presented online. • With Internet, more and more catalogs are going digital.
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(Armstrong, Kotler & Opresnik) Catalog Marketing
• Advantages of Web-based catalogs:
- Eliminate production, printing and mailing costs. - Allow real-time merchandising. – No space constraints – Broader assortment of presentation formats • Advantages of printed catalogs: - Create emotional connections with customers. - One of the best ways to drive online sales. Copyright 2017 Pearson Education, Ltd (Armstrong, Kotler & Opresnik) Telemarketing
• Telemarketing involves using the telephone
to sell directly to consumers and business customers. • Outbound telemarketing is used to sell directly to consumers and businesses. • Inbound toll-free numbers are used to receive orders from television and print ads, direct mail or catalogs.
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(Armstrong, Kotler & Opresnik) Direct-Response Television Marketing • Direct-response television marketing takes one of two major forms. – Direct-response television advertising is television spots which describe a product and give customers a toll-free number or Web site for ordering. – 30-minute or longer advertising programs are called infomercials.
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(Armstrong, Kotler & Opresnik) Direct-Response Television Marketing • Interactive TV (iTV) lets viewers interact with television programming and advertising using their remote controls.
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(Armstrong, Kotler & Opresnik) Kiosk Marketing
• Product or service information and ordering
machines placed by companies • Advancements – Wireless-enabled – Face recognition