Direct Marketing & Interactive Media

1. Week 9 Prepared by : W. Rofianto Direct Marketing & Interactive Media

2. TV Selling Radio Direct Mail Telemarketing Magazine and Newspaper Direct Selling Direct Marketing Defined “The total of activities by which the seller directs efforts to a target audience using one or more media for the purpose of soliciting a response by phone, mail, or personal visit from a prospective customer.” TV Selling Radio Direct Mail Magazine and Newspaper Direct Selling

3. Changing Structure of Society Changing Structure of Society Direct Marketing Syndicates Direct Marketing Syndicates Technological Advances Technological Advances Miscellaneous factors Growth of Direct Marketing Consumer Credit Cards Consumer Credit Cards

4. Improve Selection of Market Segments Stimulate Repeat Purchases Cross-selling Other Products Customer Relationship Management Objectives of Database Marketing Improve Selection of Market Segments Stimulate Repeat Purchases Objectives Cross-selling Other Products

5. A Comprehensive Consumer Data Base Gender Name Name Gender Occupation Occupation Address/ Zip Code Address/ Zip Code Marital Status Marital Status Transaction History Transaction History Telephone Number Telephone Number Family Data Family Data Promotion History Promotion History Length of Residence Length of Residence Education Education Inquiring History Inquiring History Age Age Income Income Unique Identifier

6. Direct Mail Catalogs Telemarketing Broadcast Media Print Media TV Spots Homeshopping Infomercials Direct-Marketing Media Direct Mail Catalogs Broadcast Media Media Print Media TV Spots Homeshopping Infomercials

7. Porsche Targets Prospects with Direct Mail

8. A Direct Response Print Ad

9. Telephone calling by the marketer or marketer’s agent to individual prospects, seeking purchase, subscription, membership, or participation by the call recipient. Marketers’ facilities and invitations to prospects to call a central location or long distance number or by toll-free, 800 or fixed cost 900 number. Outbound and Inbound Telemarketing Outbound Outbound Inbound

10. Overall Direct Marketing Pros & Cons Advantages Disadvantages Selective Reach Selective Reach Image Factors Image Factors Segmentation Capability Segmentation Capability Accuracy Accuracy Content Support Content Support Frequency Potential Frequency Potential Rising Costs Flexibility Flexibility Timing Timing Personalization Personalization Economy Economy Measurement of Effectiveness Measurement of Effectiveness

11. Create Awareness Stimulate Trial Generate Interest Create a Strong Brand Disseminate Information Create an Image Internet Communications Objectives Create Awareness Generate Interest Objectives Disseminate Information Create a Strong Brand Create an Image

12. Website as a communication medium

13. May be primaryor secondary objective Internet Sales Objectives : E-commerce The direct selling of goods and services through the Internet The direct selling of goods and services through the Internet

14. E-Commerce Site

15. Advertising Sales Promotions Personal Selling Public Relations Direct Marketing Integrating the Internet into an IMC Program Advertising Sales Promotions The Internet site should be integrated with: Personal Selling Public Relations

16. Integrating the Internet Banners Banners Paid Search Paid Search Sponsorships Sponsorships Behavioral Targeting Behavioral Targeting Pop-ups/Pop-unders Pop-ups Contextual Ads Contextual Ads Interstitials Interstitials Rich Media Rich Media Push Technologies Push Technologies Links

17. Banner Ads

18. Personal Selling on the Internet

19. Direct Mail (Email)

20. Internet Advantages and Disadvantages Advantages Disadvantages Target Marketing Target Marketing Measurement problems Measurement problems Annoyance Message Tailoring Message Tailoring Annoyance Clutter Clutter Interactive Capabilities Interactive Capabilities Potential for deception Potential for deception Information Access Information Access Privacy Privacy Sales Potential Sales Potential Creativity Creativity Poor reach Poor reach Exposure/Speed Exposure/Speed Irritation Complement to IMC Complement to IMC

21. Additional Interactive Media

22. RICH MEDIA