Direct / Online

marketing

17
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Direct Marketing
The fastest growing
form of marketing

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
 Benefits to
CONVENIENT buyers
EASY/PRIVATE

WEALTH OF
PRODUCTS

INFORMATION

INTERACTIVE

IMMEDIATE

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Benefits to
LOW COST sellers
EFFICIENT

SPEEDY

IMPROVED
EFFICIENCIES

FLEXIBILITY

ACCESS TO
BUYERS

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Customer database

Pearson Education, Inc. Publishing as Prentice Hall

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Forms of Direct Marketing
Face to face
Online selling
marketing Direct mail

Digital
Catalogs
technologies

Kiosks Telemarketing

Direct response
TV Copyright © 2011 Pearson Education,
Inc. Publishing as Prentice Hall
Direct mail

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Catalogs

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

TeleMarketing

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Copyright © 2011
Pearson Education, Inc.
Publishing as Prentice
Hall
 Direct response TV

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Kiosk marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
 New digital
technologies

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Online Marketing

CLICK CLICK AND

ONLY MORTAR

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Online marketing domains
Consumers Business Buyers
Targeted Targeted

Initiated by
Business

Initiated by
Consumers

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
 Online presence
Set up online Place ads
Create a
social and promote Use e-mail
web site
networks online

CONDUCT ONLINE MARKETING

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Web site development
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Effective web sites
Context Content Community

Communication Customization

Connection Commerce

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Place online
promotions
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Viral marketing

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Social networks

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Social networks

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Using e-mail

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Spam

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Public policy issues

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

Copyright © 2012 Pearson Education, Inc.

Publishing as Prentice Hall