Direct and Online Marketing - Coggle Diagram
Direct and Online Marketing
The New Direct Marketing Model
Direct marketing: Connecting directly with carefully targeted segments or individual consumers, often on a one-to-one, interactive basis.
For many companies today, direct marketing constitutes a complete model for doing business.
For buyers, direct marketing is convenient, easy, and private.
For sellers, direct marketing is a powerful tool for building customer relationships.
Effective direct marketing begins with a good customer database.
An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data.
In consumer marketing, the customer database might contain a customer’s geographic data, demographic data, psychographic data, and buying behavior.
Forms of Direct Marketing
Direct-mail marketing: sending offers, announcements, reminders, or other items to a person at a particular physical or virtual address.
Direct marketing is rich in tools, from traditional old favorites such as direct mail, catalogs, and telemarketing to the Internet and other new digital approaches.
Catalog marketing: Print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online.
Telephone marketing: Using the telephone to sell directly to customers.
Direct-response television (DRTV) marketing: via television, including direct-response television advertising (or infomercials) and home shopping channels.
Efforts to market products and services and build customer relationships over the Internet.
Internet: vast public web of computer networks that connects users of all types around the world to each other and an amazingly large information repository.
Click-only companies operate online only and have no brick-and-mortar market presence.
Click-and-mortar companies have added online marketing to their operations.
Public Policy Issues in Direct Marketing
Irritation, Unfairness, Deception, and Fraud
Invasion of Privacy
A need for action
Setting up an Online Marketing Presence
Creating a Website
Corporate Web site: designed to build customer goodwill, feedback, and supplement other sales channels rather than sell the company’s products directly.
Marketing Web site: engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome.
Online advertising: appears while consumers are browsing the Web, including display ads, search-related ads, online classifieds, and other forms.
Viral marketing: Internet version of word-of-mouth marketing (Web sites, videos, e-mail messages, or other marketing events that are so infectious that customers will want to pass them along to friends)
Online social networks: communities where people socialize or exchange information and opinions.