Documente Academic
Documente Profesional
Documente Cultură
Zaeem Mirza
- Direct marketing is called something else - Direct marketing equals direct mail - Direct marketing equals junk mail
Clearing Up Misconceptions
Direct Marketing is an interactive marketing system that uses one or more advertising media to effect a measurable response and/or transaction at any location
Definition
- Complex Marketing Environment - Fragmentation Of Society - Proliferation Of Media - Greater Consumer Sophistication - Decreased Customer Loyalty - Marketing Costs Are Up, Need For Cost Effectiveness - Advertising Budgets Are Shoestring - Marketers/Clients Demand More Accountability - Continuing Drop In Processing Costs - ROI-based Medium
Mass Marketing Type Knowledge Offering Product Distribution Communication Promotion Message Economy Average Customer Customer Anonymity Standard Product Mass Production Mass Distribution Mass Advertising Mass Promotion One Way Message Economies Of Scale
One To One Marketing Individual Customer Customer Profiling Customized Product Offering Customized Production Personalized Distribution Personalized Messages Personalized Incentives Two Way Message Economies Of Scope
Share
Focus Strategy
Share Of Market
All Customers Customer Attraction
Share Of Customer
Profitable Customers Customer Retention
Database Marketing
The sum total of all the information that an organization keeps. It could thus comprise information stored in various computers, files, tapes, and even hand written data such as letter and memos -
What Is A Database?
A database is a collection of data, organized logically and managed by a unifying set of principles, procedures, and functionalities, that helps guarantee the consistent application and interpretation of that data across the organization -
What Is A Database?
A marketing database is a organized collection of comprehensive data about individual customers, prospects, or suspects that is current, accessible, and actionable for such marketing purpose as lead generation, lead qualification, sale of a product or service, or maintenance of a customer relationship -
Marketing Database
A marketing database is a comprehensive collection of interrelated data serving multiple applications, allowing timely and accurate ondemand retrieval of relevant data, having a data management system independent of applications -
Marketing Database
Understand Events Uncertainty Innovation SWOT Customization Database Development Enhance Customer Loyalty Effective Media Formulation Of Strategy
Identifying Prospects
Database Software
Typical Database
Master Customer File Operational Database Customers Database Marketing Database Data Warehouse Data Mining
Types/Functions of Databases
Database Architecture
Relationship Marketing
Relationship Marketing means the marketing activities aimed at building long term relationship with people and organization that contribute to the companys success
The focus business-to-business marketing has shifted from one single transaction to over all buyer-seller relationship a focus known as relationship marketing
Relationship Marketing
Marketers try to build a long term win-win relationship with valued customers, dealers, distributors, and suppliers Relationship marketing results in strong economic, technical, and social ties amongst the parties The ultimate outcome of relationship marketing is the building up of a unique company asset called marketing network
Relationship Marketing
Identify key customer meriting relationship marketing Assign a skilled manager to each key customer Develop a close JD for the Relationship Manager Appoint an overall manager to supervise all Relationship Managers Each relationship manager should develop a long range annual customer relation plans
Product
Price
Promotion
Distribution
Advertising
Personal Selling
Consumer Promotion
Public Relation
Direct Marketing
Situation Analysis Marketing Objectives Marketing Budget Marketing Strategies Marketing Tactics Evaluation of Performance
Marketing Plan
DM programs afford a company the opportunity to make one to-one contacts with current customers and potential customers These contact points are times to spell out, reinforce, and promote the firms image and theme Beyond simply selling goods and services, DM program can utilize the information developed in various database to make sound connections with customers of all types DM is especially valuable to the marketing team looking for ways to complement and supplement the IMC efforts such as advertising, personal selling and consumer or trade promotions
DM As An IMC Tool
The total net contribution that a customer generates during his or her life time on a house list.
LTV = Ci /(1+d)i
Where, C = the net contribution from each years marketing activities. d = Discount rate. i = the expected duration of relationship (in years)
In deciding how much a particular organization is willing to spend to recruit each new customer Choosing media for initial customer acquisition Setting selection criteria for marketing Investing in the reactivation of lapsed customers An asset value to the marketing database
One of the key jobs of a direct marketer is to make that the creative message is placed where it is seen or heard by the right people At the right time In the right environment With the right frequency and weight
Direct Mail
Types of catalogs
- Consumer Catalogs - Business Catalogs
Catalogs
The most successful commercials offer a bargain, guarantee satisfaction, and make the product easy to order. Each of these reduces the risk the consumer may perceive in placing the order by making the shopping experience easy, convenient, safe, and economical
Telemarketing
Wrapping Up