Online And Direct Marketing

PRESENTED TO: SIR NOMAN

ASHRAF

MBA

Humaira Nadeem

Haseen Fatima

Muhammad Mohsin Khan

Madiha Mushtaque

Syeda Hareem

Shadab

Topic Of Discussion

• Direct marketing and online marketing

• Growth and benefits of direct marketing

• Consumer data base and direct marketing

• Forms of direct marketing

• Online marketing

• Marketing and internet

• Online marketing domain

• Setting up online purchase

• Placing add and promotion online

• Creating or participating online social networks

• Public policy issue in direct marketing

DIRECT MARKETING

Establish direct connections with carefully targeted individual consumers to obtain an immediate response and to cultivate

lasting customer relationship.

BENEFITS OF DIRECT MARKETING

Benefits to buyers

Benefits to sellers.

1. Services- Toll free numbers for ordering goods.- Telephonic customer service to

answer customer queries.- Online ordering from the convenience

of home.

BENEFITS TO BUYERS

2. Delivery - Fast and easy delivery.- No standing in lines at the store.- No rush to reach the store before it

closes. Round the clock 24 hour service!!

BENEFITS TO BUYERS

3. Online Shopping - Search large number of products.- Get complete specifications of the

product online before purchase.- Get product feedback from other

customers.- No store hours to worry about.

BENEFITS TO BUYERS

BENEFITS TO BUYERS

4. Time savings- No trips to stores.- Show the product to family and

friends online without wasting time on multiple trips to store.

- Quickly visit multiple online stores.

BENEFITS TO SELLERS

Direct marketers can buy a mailing list of

interested customers of their product.

Direct marketers can make offers and

strategies less visible to competitors.

It helps to measure response to their

campaigns to decide which media is most

profitable.

Quick feedback

BENEFITS TO SELLERS

Quickly change prices and other

strategies.

Target customers through Database.

CUSTOMER DATABASE AND DIRECT MARKETING

• Use of specific information about individual customers and/ or prospectus to implement more effective marketing communication and selling.

• Used to:

Improve selection of target markets.

Cross-sell other product and services

Encourage repeat purchase

Develop one-to-one relationships with customers.

DATABASE INCLUDES

Name

Address

Age Gender

Contact details

Product purchased Complaints

Credit history

Amount spent

FORM OF DIRECT MARKETING

DIRCECT MAIL MARKETING

Direct marketing by sending an offer , announcement ,

reminder , or other item to a person at particular physical

or virtual address.

CATALOG MARKETING

Direct marketing through print, video or digital catalogs that are mailed to

select customers, made available in stores ,or presented online

TELEPHONE MARKETING

• Using telephone to deal directly to customers.

DIRECT-RESPONSE TELEVISION MARKETING

• Direct marketing via television . Including direct-response television advertising (or infomercials) and home shopping channels.

KIOSK MARKETING

• As consumer become more and more comfortable with computer and digital technologies , many companies are placing information and ordering machines __called kiosks ( in contrast to vending machines, which dispense actual products)

New Digital Marketing Mobile marketing

Podcast or Vodcast

Mobile Marketing

Effects of Mobile Marketing

Increasing your current membership base.

Increasing membership retention.

Establishing your association as innovative.

Providing positive customer service experiences.

Reaching members faster (90% of smartphone users read texts in matter of seconds).

Effects of Mobile Marketing?

79% of smartphone users use their phones to shop (and 74% make a purchase as a result).

70% of all mobile searches result in action within 1 hour (Source: Mobile Marketer).

91% of all U.S. citizens have their mobile device within reach 24/7.

30% of 55-64 year olds own a smartphone (and their rate of adoption is increasing faster than any other age group); it’s not just for the young crowd.

PODCASTING & VODCASTING

The Pod/VODcasting Process

1. Create or capture and edit the content.

2. Publish content to a web site or blog.

3. Subscribe to the content using an “RSS (Real Simple Syndication) News Reader”.

4. Download the content into content management software (CMS).

5. Play content on download device or synchronize CMS with portable media player and play.

The Podcasts & Vodcasts

• The pervasive uptake of YouTube is perhaps one of the best examples of the power of video on the web.

• Not only does the appropriate use of video and audio content make your marketing more compelling, it also helps boost your rankings in web search engines such as Google.

ONLINE MARKETING

Company efforts to market products and services and build customer relationship 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

‘‘informational repository’’

CLICK ONLY COMPANIES

Click-only companies are those companies who have a website/online presence without a physical store. They sell their products through their website only. They differ from click-and-mortar companies who have a physical presence in addition to their e-commerce business

EXAMPLE OF CLICK ONLY COMPANIES

CLICK-AND-MOTAR COMPANIES

Traditional-and-mortar

companies that have added

online marketing to their

operation

EXAMPLESCLICK-AND-MOTAR COMPANIES

KMARTTARGET

ONLINE MARKETING DOMAINS

B2CBUSSINESS TO CUSTOMER

B2B BUSSINESS TO BUSSINESS

C2CCUSTOMER TO CUSTOMER

C2BCUSTOMER TO BUSSINESS

TARGATED TO CONSUMER TARGATED TO BUSSINESS

INIT

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B

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INIT

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SIN

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Business-to-consumer B2C online marketing Business selling goods and services online to final

consumer

1

•Can reach worldwide market with unlimited volume of customers.

2

• Can display information, pictures, and prices of products or services without spending a fortune on colorful advertisements.

3

•Consumers can shop online without dealing with annoying sales people, fighting the congestion of shopping malls, and driving 10 different places to find one thing.

4.

•Convince ,Consumers can shop at any time of day, from the privacy of their own home.  The internet has been called “the mall that never sleeps.”

5

•many choices Consumers can shop for basically any item they can think of! !Airline tickets, groceries, clothing, and even medicine!

ADVANTAGES:

Disadvantages

COUSTOMER SERVICE NOT

SATISFIED

SECURITY ISSUES

TECNOLOGY PROBLEMS

VAST COMPETITION

In this model, individual customers offer to sell products and services to companies who are prepared to purchase them. This

business model is the opposite of the traditional B2C model.

Click icon to add picture

EXAMPLE

Elance was one of the first web sites to offer this type of transactions. It allows

sellers to advertise their skills and prospective buyers to advertise

projects. Similar sites such as Peopleperhour and Guruwork on the

same basis.

ADVANTAGES

In this type of electronic commerce consumers get a choice of a wide variety of commodities and services.

Consumers also get the opportunity to specify the range of prices they can afford or are willing to pay for a particular item, service, or commodity.

It reduces the bargaining time, increases the flexibility and creates ease at the point of sale for both the merchant and the consumer.

C2B VS B2C

Consumer-to-consumer online marketing online exchange of goods and information between final consumer

EXAMPLES

• where an individual can list an item for sale and other individuals can bid to purchase it. Auction sites normally charge commission to the sellers using them.

• such as EbayOnline Auctions

• allow individuals to sell products via their sites.• such as Craigslist and Gumtree. Major online

retailers like AmazonOnline

Classified Advertising

Sites

ADVANTAGES

• Papal set up directly for this reason.

• Broader market.

• Eliminates intermediary.

• Constantly changing, updating Always there so that consumers can use it whenever they want.

DISADVANTAGE

• they have little control over the quality of the products being offered

• although they do try to prevent the sale of illegal goods, such as pirate CDs or DVDs.

• No payment guarantee

• Hard to pay for using checks, ATM cards, etc. but in the future this is likely to change.

Business-to-business B2B web sites email, online

catalogs, online trading networks, and other online

resources to reach new business customers ,serve current consumers more effectively ,and obtain buying efficiencies and

better prices

EXAMPLES

Constantcontact.com

Constant Contact provides hosted email marketing software to businesses

Salesforce.com

Salesforce sells online CRM software; the leader in its field, it is #1 in Google search results

for CRM software.

Box.Net

Box.Net is a cloud-based file sharing application.

Taleo.com

Taleo sells online HR and recruiting software solutions

lowering the cost for selling and marketing.

shortens the selling cycle.

just in time delivery, the company can have the track of good as to which place it has reached with

the help of electronic commerce.

buyer of industrial goods can get the product at a cheap deal, as

there are many competitors in an online auction.

AD

VA

NTA

GE

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In order to obtain cheaper and faster delivery, it opened

hundreds of websites to support the automotive,

chemical, pharmaceutical, retail and other industries. E-commerce is not suitable for

every business.

B2B is a problem in this type of business will lead to a

possible lack of credit. For example, large electronics

market owners may deliberately kill smaller

competitors transactions. 

monopoly of a special service providers and

enterprises are building for ten of his own trading platform products and

industries.

DIS

AD

VA

NTA

GE

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Companies conduct online marketing in any of four ways:

SETTING UP ONLINE SOCIAL

NETWORK

CREATING A WEB SITE

PLACING ADS OR

PROMOTIONSUSING E-MAIL

Creating a web site

• Corporate website

A web site designed to build customer goodwill, collect customer feedback and supplement other sales channels, rather than to sell the company’s products directly.

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CREATING WEBSITE

•A website designed to build customer good will , collect customer feedback , and supplement other sales channels rather then to sell the company’s products directly

CORPORATE (OR BRAND) WEB SITE.

•A web site that engages consumer in interaction that will move them closer to a direct purchase or other marketing outcomes

MARKETING WEB SITE

DESIGNING EFFECTIVE WEB SITES

• Site’s layout and designCONTEXT

• Text ,Picture ,sound and video that website containCONTENT

• The ways that the site enable use-to-user communication.COMMUNITY

• The site’s ability to tailor it self to different users or to allow the user to personalize the siteCUSTOMIZAION

• The ways the site enables site-to-user , user-to-site or

two-way communication.COMMUNICATION

• The degree that site is linked to other site.CONNECTIONS

• The site’s capabilities to enable the commercial transactions.COMMERCE

• Designing web site

• A designing web site is aside that attracts the consumer on a first view

• Many marketers create colorful, graphically sophisticated web site that sounds and animation to capture and hold attention of the customer

For example

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Placing ads and promotion online

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• Advertising that appears while consumers are surfing the web, including display ads, search-related ads and online classified

• The Internet is much more flexible tool than print media. Aside from static ads, you can create active ads with sounds, motions, etc. we can also have links and create interactive advertising features.

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Online advertising

• The major forms of online advertising include display ads, search-related ads, and online classifieds.

• Banner ad online advertising is one of the first advertising methods used on the internet. Banner ads are also easy to create

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forms of online advertising

• Viral marketing

• It can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks.

• Viral marketing may take the form of video clips, interactive Flash games, eBooks, brand able software, images, text messages, email messages, or web pages

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Other forms of online promotion

Creating social networks

online social networks

• Online social communities blogs, social networking web sites, or even virtual worlds where people socialize or exchange information and opinions

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Using E-Mail

• E-mail is an important and growing online marketing tool.

• Many marketers are designing animated, interactive and personalized messages full of streaming audio and video

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• Online marketing continues to offer both great promise and many challenges for the future.

• Online marketing will become a successful model for some companies internet firms such as Amazon.com,ebay and Google.

The promise and challenges of online

marketing

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DIRECT & ONLINE MARKETING

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INVASION OF PRIVACY

• Gathering information without prior permission of the customer/ owner

IRRITATION

• Some people avoid to be disturbed after hours

HARASSMENT

• Annoying customers through repeated visits/ calls

UNFAIRNESS/ DECEPTION

• Mislead customers through fraudulent methods

• Regulate Marketers

• Close Monitoring by Vigilance Teams