工商管理科特勒chapterDirectmarketingpage.ppt

Direct marketing and Word of mouthKotler chapter 19 page 570-591 Agenda:What is direct marketing?How can companies use direct marketing?Which tools are available?Which decisions should be made when organising direct marketing?2024/5/21 周二1可编辑DefinitionThe use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen2024/5/21 周二2可编辑Growing use of direct marketingThe need for individualisationElectronic Business(E-business):Buyers and sellers using electronic means to research,communicate and potentially transact with each other.All elements of the value chain are includedE-commerce:Pure trade via electronic channels,typically the Internet2024/5/21 周二3可编辑Benefits of direct marketingBenefits to the customer:Convenient to shop from homeEasy to compare offersSaves time with sales people,especially at industrial marketsBenefits to sellers:Easy to target customers(buy addresses etc.)They can individualize and personalize/customize messagesRelationship marketingEasier to time the effortsEasier to measure results2024/5/21 周二4可编辑Direct marketingPros:Individual communicationDialogueEasy to measure resultsCRMCons:Must be repeated rather often in order to secure CRMDatabase managementResource demanding as to implementation and follow up2024/5/21 周二5可编辑Integrated direct marketingUses several promotional tools in one campaign,e.g.:Advertising a new product(Attention)Advertisement with a response opportunity(Desire)Direct mail to respondentsTelemarketingFace-to-face sales callOngoing communicationCustomer databases database marketing2024/5/21 周二6可编辑Major channels in direct marketing(1)Direct mail:As ordinary mail,fax,e-mail or voice-mailA typical campaign would include:ObjectivesIdentification of target group and potential customers(Recency,frequency,monetary amount)Design of the elements in the offer(letter,tel.no./response slip,warranties)TestMeasuring results2024/5/21 周二7可编辑Major channels in direct marketing(2)Catalog marketing:Catalogs to selected addressesSuccess depends on the selection of addresses and product mixTelemarketing:Success depends on telepersonnel and contact hoursTV and other direct-response media:TV is typically used in one of these ways:Direct-response ad with telephone numberAt-home shopping ordering via phoneInteractive TVNewspapers,magazines etc.can also be used2024/5/21 周二8可编辑E-marketing interactive marketingOpportunities for greater interaction and individualization,and effects can easily be traced.Permission marketing:Customers have a say on what they want from companies The opposite of”interruption marketing”2024/5/21 周二9可编辑Interactive MarketingPros:Tailored messagesEffects can easily be tracedIndividualisationCRMCons:Easy to screen out messagesAdvertisers lose control over their messages2024/5/21 周二可编辑102024/5/21 周二11可编辑Attractive Web sitesThe 7 Cs of effective Web sites:ContextContentCommunityCustomizationCommunicationConnectionCommerce2024/5/21 周二12可编辑Placing promotion on-lineDifferent tools:Banner adsSponsorshipsMicrositeInterstitials(pop-ups)Search-related ads(content target advertising)Alliances and affiliate programs2024/5/21 周二13可编辑Guidelines for E-marketingGive the customer a reason to respondPersonalize the content of your e-mailsOffer something the customer could not get via direct mailMake it easy for the customer to”unsubscribe”(permission marketing)2024/5/21 周二14可编辑Word of MouthSocial networks create Word of MouthE.g.FacebookBuzz and viral marketing:”Word of Mouse”Blogs:Regularly updated online journals or diaries2024/5/21 周二可编辑15