Direct and Online Marketing
Direct Marketing:Connecting directly with carefully targeted segments or individual consumers, often on a one-to-one, interactive basis.
Marketers seek a direct, immediate, and measurable consumer response
Direct marketing channels also give buyers access to a wealth of comparative information about companies, products, and competitors.
Immediate and interactive: Buyers can interact with sellers by phone or on the seller’ sites
Customer database: An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data.
The customer database might contain a customer’s geographic data, demographic data, psychographic data and buying behavior
Companies use their databases to locate good potential customers and generate sales leads
Forms of direct marketing:
personal selling
direct-mail marketing
catalog marketing
telephone marketing
kiosk marketing
Online marketing is the fastest-growing form of direct marketing
Click-only companies operate on the Internet only
Click-and-mortar companies
Traditional brick-and-mortar companies that have added online marketing to their operations.
Business-to-consumer: Businesses selling goods and services online to final consumers
Internet buyers differ from traditional offline consumers in their approaches to buying and their responses to marketing
business-to- business: Businesses using online marketing to reach new business customers, serve current customers more effectively, and obtain buying efficiencies and better prices
Companies can use the Internet to build stronger relationships with important business customers
Consumer-to-consumer online marketing:
Online exchanges of goods and information between final consumers.
online trading community of more than 90 million active users
involves interchanges of information through Internet forums that appeal to specific special-interest groups
As a marketing tool, blogs offer some advantages. They can offer a fresh, original, personal, and cheap way to enter into consumer Web conversations.
Consumer-to-business online marketing
Online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms.
Setting Up an Online
Marketing Presence
Creating a website
ads and online promotion
setting social networks
using e-mail
Online advertising
Viral marketing