10.1 Chapter 10: DIRECT MARKETING andE-COMMERCE Relationship Between Direct Marketing and e-Commerce...
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Transcript of 10.1 Chapter 10: DIRECT MARKETING andE-COMMERCE Relationship Between Direct Marketing and e-Commerce...
Relationship Between Direct Marketing Relationship Between Direct Marketing and e-Commerceand e-Commerce
DIRECT MARKETING:DIRECT MARKETING: Defined Defined E-COMMERCE:E-COMMERCE: Defined Defined
RELATIONSHIP BETWEEN DIRECT MARKETING AND e-RELATIONSHIP BETWEEN DIRECT MARKETING AND e-COMMERCECOMMERCE
The Mode of the Transaction: Traditional Media Versus The Mode of the Transaction: Traditional Media Versus New New MediaMedia All e-Commerce is Direct Marketing, But Not all Direct All e-Commerce is Direct Marketing, But Not all Direct Marketing is e-CommerceMarketing is e-Commerce
10.210.2
Direct MarketingDirect Marketing
ROLE OF DIRECT MARKETING IN PROMOTION AND IMCROLE OF DIRECT MARKETING IN PROMOTION AND IMC
Closing the SaleClosing the Sale
Identifying ProspectsIdentifying Prospects
Engaging the CustomerEngaging the Customer
10..310..3
Direct Marketing Direct Marketing (con’t)(con’t)
THE POPULARITY AND GROWTH OF DIRECT MARKETINGTHE POPULARITY AND GROWTH OF DIRECT MARKETING Consumers’ Desire for ConvenienceConsumers’ Desire for Convenience Attitudes Toward CreditAttitudes Toward Credit Changes in TechnologyChanges in Technology Measurability in Direct MarketingMeasurability in Direct Marketing
Cost per Inquiry (CPI)Cost per Inquiry (CPI) Cost per Order (CPO)Cost per Order (CPO) Database MarketingDatabase Marketing
10.410.4
Direct Market Merchants Direct Market Merchants Have Flourished Due to Have Flourished Due to Technology and Consumers’Technology and Consumers’Desire for ConvenienceDesire for Convenience
10.5
Database MarketingDatabase Marketing
Mailing ListsMailing Lists Internal Mailing ListsInternal Mailing Lists External Mailing ListsExternal Mailing Lists
List EnhancementList Enhancement Marketing Database ApplicationsMarketing Database Applications
RFM AnalysisRFM Analysis Frequency Marketing ProgramsFrequency Marketing Programs Cross SellingCross Selling
10.610.6
Direct Marketing DatabasesDirect Marketing DatabasesAllow Very SpecificAllow Very SpecificTargeting of PromotionsTargeting of Promotions
10.7
Database Marketing Database Marketing (con’t)(con’t)
MEDIA APPLICATIONS IN DIRECT MARKETINGMEDIA APPLICATIONS IN DIRECT MARKETING Direct MailDirect Mail
SelectivitySelectivity FlexibilityFlexibility Consumer PreferenceConsumer Preference
TelemarketingTelemarketing CatalogsCatalogs InfomercialsInfomercials Direct Marketing in Other MediaDirect Marketing in Other Media
Bind-in Insert CardBind-in Insert Card Toll Free Numbers in Traditional MediaToll Free Numbers in Traditional Media
10.810.8
Catalogs Are An Catalogs Are An Important Medium in the Important Medium in the Direct Marketing ProcessDirect Marketing Process
10.9
e-Commercee-Commerce
Popularity Basis Same as Direct MarketingPopularity Basis Same as Direct Marketing ConvenienceConvenience Acceptance of CreditAcceptance of Credit Changes in Technology and Measurability of ResultsChanges in Technology and Measurability of Results
Business-to-Consumer and Business-to-Business Business-to-Consumer and Business-to-Business e-Commerce: B2B is most powerfule-Commerce: B2B is most powerful
10.1010.10
Like Direct Marketing,TtheLike Direct Marketing,TthePopularity of e-CommercePopularity of e-Commerceis Due to the Convenience itis Due to the Convenience itOffers ConsumersOffers Consumers
10.11
Model of the Stages of e-CommerceModel of the Stages of e-Commerce
P ro filin g
P a ym en t, F u lfillm en t & F o llow -u p
E xc h a n ge
P erson a liz e a n d C u s tom iz e
C om m u n ic a te
A ttra c t C u s tom ers
Id en tify C u s tom ers
e-Commerce e-Commerce (con’t)(con’t)
SETTING UP & MANAGING e-COMMERCE SETTING UP & MANAGING e-COMMERCE OPERATION – A MODEL OF e-COMMERCEOPERATION – A MODEL OF e-COMMERCE Identify CustomersIdentify Customers Attract CustomersAttract Customers CommunicateCommunicate Personalize and CustomizePersonalize and Customize
10.1310.13
There are Many There are Many Facilitators AvailableFacilitators Availablefor the e-Commerce for the e-Commerce EffortEffort
10.14
e-Commercee-Commerce (con’t)(con’t)
SETTING UP & MANAGING e-COMMERCE SETTING UP & MANAGING e-COMMERCE OPERATION – A MODEL OF e-COMMERCE (con’t)OPERATION – A MODEL OF e-COMMERCE (con’t)ExchangeExchange
PlatformsPlatforms
Payment, Fulfillment and Follow-upPayment, Fulfillment and Follow-upProfilingProfiling
Sites Visited, Purchases Made, Info GatheredSites Visited, Purchases Made, Info Gathered Site Learns about Consumers when VisitedSite Learns about Consumers when Visited Data Mining Captures all Consumer Data/Analyzes BehaviorData Mining Captures all Consumer Data/Analyzes Behavior
10.1510.15
Coordinating Direct Marketing, Coordinating Direct Marketing, e-Commerce, and IMCe-Commerce, and IMC
Tremendous ChallengeTremendous Challenge Organizations Need to Seek SynergyOrganizations Need to Seek Synergy Coordination is Needed for Internal and Coordination is Needed for Internal and
External SpecialistsExternal Specialists Firms are Turning to a Firms are Turning to a Marcom ManagerMarcom Manager to Facilitate Coordinationto Facilitate Coordination
10.16