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Promotion --direct marketing (Difference (old/new) (Old media (New media,…
Promotion --direct marketing
Definition
an interactive (2 ways) system use one or more advertising media to effect a measurable response at any location, forming a basis for crating and further developing an ongoing direct relationship between organisaiton and customers
Techniques
direct response advertising
through standard broadcast and print media generate direct response
ex. coupon on print ad, QVC
mail order
home delivery but can't see product first
direct mail
risk of bad PR (junk mail)
postal service to promote product
telemarketing
interactive, but feel anoyed
teleshopping
e-communication
75% in 2008
Database
keep customer information
try to re-sell to them
review and recycle
Digital
Mobile
4G interact whenever and wherever
target younger and willing to try new ways
need compiling customer needs and derived content from profile
e.g. QR code (service operation)
F/S-commerce
F (make brand's Facebook page transactional, easy for friend recommendation)
S (build brand image, two way dialogue with customer and other interested parties)
E-mail
customer acquisition
extend mail list to third part
attract to website
generate awareness
customer retention
online relationship
information uodates
newsletters
reminders
benefits
targeted, personalised message
to everyone
cheap
quick response (how many open, clicked)
security issue
virtual
word of mouth by e-mail
attachment should be enjoyable, popular among youth brand
Benefits (digital)
Sell
grow sales, wider distribution
Serve
add value, inform product development online, increase number of actively use online services
Speak
closer to customer, formal/informal monitor(survey)
Save
save cost (staff, print)
Sizzle
extend brand online, provide new offers, improve brand awarness
Difference (old/new)
Old media
New media
one to one/ many to many
communities
individualised marketing pull model for web marketing
dialogue
communication
demand-side thinking
customer as partner
one to many communication
segemtation
mass-marketing push model
monologue
branding
supply-side thinking
customer as target