Please enable JavaScript.
Coggle requires JavaScript to display documents.
UNIT 17: Direct marketing and Online marketing, 7C of effective Web site…
UNIT 17: Direct marketing and Online marketing
Direct Marketing
A marketing channel without intermediaries(trung gian)
Use promotion mix
Fastest growing
Benefits to buyers
CONVENIENT(tiện)
EASY/PRIVATE
WEALTH OF PRODUCTS(đa dạng)
INFORMATION
INTERACTIVE
IMMEDIATE(ngay lập tức)
Benefits to sellers
LOW COST
EFFICIENT
SPEEDY
IMPROVED EFFICIENCIES
FLEXIBILITY
ACCESS TO BUYERS
Customer database
In consumer marketing
Demographics(nhân khẩu học)
Psychographics(tâm lý)
Buying behavior
In business-to-business marketing
purchase history, contacts, suppliers, contracts, future spending, and competitive analysis.
Forms of Direct Marketing
Direct mail
Catalogs(danh mục)
Advantages of Web-based catalogs
Remove money
for production, printing, and mailing
Allow
real-time selling
Advantages of printed catalogs
Best way to
encourage
consumers to
use online
versions
Create
emotional
connections with customers
Catalog: a printed, selling multiple products(magazine)
Telemarketing
toll-free 800 (888, 877, 866) numbers
Direct response TV(DRTV)
Kiosks marketing
information and ordering machines
Digital technologies
mobile phones, tablets
Online marketing
Online selling(ebay,shoppee)
Online presence(hiện diện)
Create a web site
attract customers. The web is my land, every business must have it. If the land on Facebook die, house on it will die too
web so that many people search, attractive content, updates, running ads
Set up online social networks
Place ads and promote online
Forms of Online Advertising
Banners: ads found on web pages.
Interstitials: Ads appear between screen changes on websites.
Pop-ups: Ads appear in new windows
Pop-unders: Ads appearing behind the current page
Rich media display ads: Ads with animation, video, sound, and interactivity(tương tác)
Search-related ads: ads appear alongside(dọc) search results
Use e-mail
Ask for customer allow before sending, do not spam
Public policy issues
information security for customers
Face to face selling
7C of effective Web site design:
Context(layout)
Content(picture, sound, video)
Community(user-to-user communication)
Customization(tùy chỉnh - giá, ngôn ngữ)
Connection( link other sites)
Commerce(thương mại-transactions)
Change
Online marketing domains(miền)
B2C
C2B
C2C
B2B
orther
Content sponsorships(tài trợ nội dung)
Alliances(liên minh)- mkt together
Viral marketing (video)