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10.1

10.1. Chapter 10: DIRECT MARKETING and E-COMMERCE. Relationship Between Direct Marketing and e-Commerce. DIRECT MARKETING: Defined E-COMMERCE: Defined RELATIONSHIP BETWEEN DIRECT MARKETING AND e-COMMERCE The Mode of the Transaction: Traditional Media Versus New Media

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10.1

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  1. 10.1 Chapter 10: DIRECT MARKETING and E-COMMERCE

  2. Relationship Between Direct Marketing and e-Commerce DIRECT MARKETING: Defined E-COMMERCE: Defined RELATIONSHIP BETWEEN DIRECT MARKETING AND e-COMMERCE • The Mode of the Transaction: Traditional Media Versus New Media • All e-Commerce is Direct Marketing, But Not all Direct Marketing is e-Commerce 10.2

  3. Direct Marketing ROLE OF DIRECT MARKETING IN PROMOTION AND IMC • Closing the Sale • Identifying Prospects • Engaging the Customer 10..3

  4. Direct Marketing (con’t) THE POPULARITY AND GROWTH OF DIRECT MARKETING • Consumers’ Desire for Convenience • Attitudes Toward Credit • Changes in Technology • Measurability in Direct Marketing • Cost per Inquiry (CPI) • Cost per Order (CPO) • Database Marketing 10.4

  5. Direct Market Merchants Have Flourished Due to Technology and Consumers’ Desire for Convenience 10.5

  6. Database Marketing • Mailing Lists • Internal Mailing Lists • External Mailing Lists • List Enhancement • Marketing Database Applications • RFM Analysis • Frequency Marketing Programs • Cross Selling 10.6

  7. Direct Marketing Databases Allow Very Specific Targeting of Promotions 10.7

  8. Database Marketing (con’t) MEDIA APPLICATIONS IN DIRECT MARKETING • Direct Mail • Selectivity • Flexibility • Consumer Preference • Telemarketing • Catalogs • Infomercials • Direct Marketing in Other Media • Bind-in Insert Card • Toll Free Numbers in Traditional Media 10.8

  9. Catalogs Are An Important Medium in the Direct Marketing Process 10.9

  10. e-Commerce • Popularity Basis Same as Direct Marketing • Convenience • Acceptance of Credit • Changes in Technology and Measurability of Results • Business-to-Consumer and Business-to-Business e-Commerce: B2B is most powerful 10.10

  11. Like Direct Marketing,Tthe Popularity of e-Commerce is Due to the Convenience it Offers Consumers 10.11

  12. Model of the Stages of e-Commerce

  13. e-Commerce (con’t) SETTING UP & MANAGING e-COMMERCE OPERATION – A MODEL OF e-COMMERCE • Identify Customers • Attract Customers • Communicate • Personalize and Customize 10.13

  14. There are Many Facilitators Available for the e-Commerce Effort 10.14

  15. e-Commerce (con’t) SETTING UP & MANAGING e-COMMERCE OPERATION – A MODEL OF e-COMMERCE (con’t) • Exchange • Platforms • Payment, Fulfillment and Follow-up • Profiling • Sites Visited, Purchases Made, Info Gathered • Site Learns about Consumers when Visited • Data Mining Captures all Consumer Data/Analyzes Behavior 10.15

  16. Coordinating Direct Marketing, e-Commerce, and IMC • Tremendous Challenge • Organizations Need to Seek Synergy • Coordination is Needed for Internal and External Specialists • Firms are Turning to a Marcom Manager to Facilitate Coordination 10.16

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