MASS MARKETING DIRECT MARKETING INTERACTIVE

MARKETING
DISTRIBUTION BROADCAST AND POSTAL SERVICE USING THE INTERNET
CHANNEL PRINT MEDIA MAILING LISTS (consumer is active)
(consumer is passive) (consumer is passive)
MARKET STRATEGY HIGH VOLUME TARGETED AUDIENCE
(food,beer,autos,perso TARGETED GOODS (services and types of
nal and home-care (credit product information)
products) cards,travel,autos,subsc
ription)

ENABLING STORY BOARDS AND DATABASES AND INFORMATION

TECHNOLOGY DESKTOP PUBLISHING STATISTICAL TOOLS SERVERS, CLIENTS
BROWSERS, BULLETIN
BOARDS, AND
SOFTWARE AGENTS.
AUTHORS OF AD AGENCIES AD AGENCIES AND COMPANIES AND
MARKETING COMPANIES CONSUMERS
MATERIAL
EXPECTED OUTCOME VOLUME SALES BOUNDED SALES, DATA DATA FOR ANALYSIS,
FROM SUCCESSFUL FOR ANLYSIS CUSTOMER
IMPLEMENTATION RELATIONSHIPS, NEW
PRODUCT IDEAS,
VOLUME SALES.

STEP 1 Segment and identify potential customers

(initial market research done by reaching relevant groups-WWW
servers,listservs,news groups)
STEP 2 Create promotional ,advertising, and educational material (WWW page with
multimedia effects –audio and video) ( products information and complementary
products order forms , and questionnaires)
STEP 3 Put the material on customer’s computer screens.
Push-based marketing –direct marketing using news groups, listservs and e-mail.
Pull –based marketing-- indirect marketing – WWW pages
STEP 4 Interacting with customers
Dialogues with the customer, interactive discussion among customers about
various features offering endorsements, testimonials, questions/answers.
STEP 5 Learning from customers
(repeat customers are 80 percent of the customer base)
Incorporating feedback from customer in advertising, Marketing strategy.
 Identifying new markets, using experience in new product development.
STEP 6 On-line customer service