Direct and online marketing: Building direct customer relationship Direct marketing: connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. The new direct marketing model
Growth and benefits of direct marketing
▷Benefits to buyers
▷Benefits to sellers
Customer databases and direct marketing
Customer database: an organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data.
Forms of direct marketing
▷Direct-mail marketing: direct marketing by sending an offer, announcement, reminder, or other item to a person at a particular physical or virtual address. ▷Catalog marketing: direct marketing through print, video, or digital catalogs that are mailed to select customer, made available in stores, or presented online. ▷Telephone marketing: using the telephone to sell directly to customers. ▷Direct-response television marketing: direct marketing via television, including direct-response television advertising ( or infomercials) and home shopping channels. ▷Kiosk marketing
▷New direct marketing technologies
1. Mobile phone marketing
2. Podcasts and Vodcasts
3. Interactive TV (iTV)
▷Marketing and the internet
Online marketing: company efforts to market products and services and build customer relationships over the internet. Internet: a vast public web of computer networks that connects users of all types all around the world to each other and to an amazingly large “information repository” Click-only companies: the so-called dot-coms, which operate only online without any brick-and-mortar market presence. Click-and-mortar companies: traditional brick-and-mortar companies that have added online marketing to their operations. ▷Online marketing domains
1. Business-to-consumer (B2C) online marketing:...