TOURISM

MARKETING

QUESTION

Describe the relationship

between internet

marketing, database

marketing, and direct

marketing?

Direct Marketing

“an interactive system of marketing

that uses one or more advertising

media to effect a measurable

response and/or transaction at any

location, with this activity stored on a

database.” Direct Marketing magazine

Direct Marketing

Direct marketing is a form of advertising that reaches its audience without using traditional formal channels of advertising, such as TV, newspapers or radio.

Businesses communicate straight to the consumer with advertising techniques such as fliers, catalogue distribution, promotional letters, and street advertising.

Direct Marketing

Direct Advertising is a sub-discipline

and type of marketing.

It sends its message directly

to consumers, without the use of

intervening commercial

communication media.

Another characteristic is the core

principle of advertising driving a

specific "call-to-action.".

Direct Marketing

Direct marketing is predominantly used by

small to medium enterprises with limited advertising budgets

enterprises without a well recognized brand message.

A well executed direct advertising campaign offers positive return on investment.

Direct Marketing

Direct advertising is straight to the

point, it offers a product, service or

event and explains how to get the

offered product, service or event.

Direct marketing is attractive to many

marketers, because in many cases its

positive effect can be measured

directly.

Reasons for the growth of

direct marketing.

Credit cards

Working women

Technology

Channels of Direct Marketing

Direct mail: junk mailused by advertisers who send paper mail

to all postal customers in an area or to all customers on a list.

includes advertising circulars, catalogs, free trial CDs, pre-approved credit card applications

delivered by mail or delivered to consumers' mailboxes by delivery services other than the Post Office.

Channels……

Telemarketing:

marketers contact consumers by

phone.

This process may be outsourced to

specialist call centres.

Email Marketing:

By email

Door-to-Door Leaflet Marketing:

Database Marketing

Database marketing is a form

of direct marketing.

Uses databases of customers or

potential customers to generate

personalized communications in order

to promote a product or service.

The method of communication can be

any addressable medium, as in direct

marketing.

Database Marketing

The distinction between direct and

database marketing stems primarily

from the attention paid to the analysis

of data.

Database marketing emphasizes the

use of statistical techniques to develop

models of customer behaviour,

These are then used to select

customers for communications.

Database Marketing

Database marketers also tend to be

heavy users of data warehouses.

The "database" is usually name,

address, and transaction history

details from internal sales or delivery

systems,

It can also be a bought-in compiled

"list" from another organization, which

has captured that information from its

customers.

Database Marketing

Typical sources of compiled lists are

charity donation forms

application forms for any free product

or contest

product warranty cards

subscription forms

credit application forms.

Direct &Database Marketing

Advantages:

Lead grading

Customized targeting at the right time.

New information & past results help

formulate strategy

Direct &Database Marketing

Advantages:

Information can drive new programs & fuel new revenue sources

Information can foster new newservices & generate repeat orders

Ongoing communication efforts can increase customer loyalty

Internet Marketing

I-marketing

web-marketing

online-marketing

Search Engine Marketing (SEM)

e-Marketing

Is the marketing of products or

services over the Internet.

Internet Marketing

The Internet has brought media to a

global audience.

Internet marketing ties together

creative and technical aspects of the

Internet including: design,

development, advertising, and sales.

Internet Marketing

Internet marketing is considered to

have a broader scope because

it refers to the Internet, e-mail, and

wireless media.

also includes management of digital

customer data and electronic

customer relationship management

(ECRM) systems.

Business Models for Internet

Marketing…. e-commerce — this is where goods

are sold directly to consumers (B2C)

or businesses (B2B)

Lead-based websites — this is an

organization that generates value by

acquiring sales leads from its website.

Publishing — this is the sale

of advertising.

Business Models

local internet marketing - this is the

process of a locally based company

traditionally selling belly to belly and

utilizing the Internet to find and nurture

relationships, later to take those

relationships offline.

Business Models

Affiliate marketing — this is the

process in which a product or service

developed by one person is sold by

other active sellers for a share of

profits.

The owner of the product normally

provide some marketing material

(sales letter, affiliate link, tracking

facility).

Business Models

Blackhat marketing - this is a form of

internet marketing which employs

deceptive, abusive, or less than

truthful methods to drive web traffic to

a website or affiliate marketing offer.

This method sometimes includes

spam, cloaking within search engine

result pages, or routing users to pages

they didn't initially request.

Advantages

Internet marketing is relatively inexpensive when compared to the ratio of cost against the reach of the target audience.

Companies can reach a wide audience for a small fraction of traditional advertising budgets.

The nature of the medium allows consumers to research and purchase products and services at their own convenience.

Advantages

Businesses have the advantage of

appealing to consumers in a medium

that can bring results quickly.

The strategy and overall effectiveness

of marketing campaigns depend on

business goals and cost-volume-profit

(CVP) analysis.

Advantages

Can measure statistics easily and

inexpensively.

All aspects of an Internet marketing

campaign can be traced, measured,

and tested.

Internet marketing can offer a greater

sense of accountability for advertisers.

Advantages

The results of campaigns can be

measured and tracked immediately

because online marketing initiatives

usually require users to click on an

advertisement, visit a website, and

perform a targeted action.

Thank you