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Transcript
Direct & Mobile Marketing International University College Contents 1. Definition 2. Techniques 3. Objectives 4. Benefits 5. Mobile Marketing & The iPhone Definition • An interactive system of marketing which uses one or more advertising media to affect a measurable response at any location. Brassington & Pettitt (2005, p.361) • Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting relationships. Philip Kotler (2009, p.480) Direct Marketing Awareness Interest Desire Action Direct Marketing Sales Promotion Advertising Personal Selling Personal Selling Direct Marketing Sales Promotion Advertising Capital Equipment Raw materials Services Consumables/Stationery Techniques of DM Mail order Telemarketing Ecommunication and new media Direct response Direct mail DM techniques Teleshopping Objectives • Direct ordering • Information giving • Visit generation • Trail generation • Loyalty creation When to use? • Initiation • Relationship building • Combination selling Benefits Buyers • Convenient • Easy • Private • Informative Sellers • Reach • Cost • Speed • Efficiency • Flexibility Database creation and management • Customer information • Keep and resell – “Welcome” – Selling up – Selling across – Renewal – Lapsed customers Mobile Marketing • • • • 89% of big companies will use MM in 2009 Mobile phone applications Online interactivity Build strategic relationships iPhone • Augmented product offer • NPD platform – an industry standard • Generic applications – SDK In App Purchase Accessories Push Notification Peer to Peer Examples Examples Examples Lets have a look! Lets have a look! Lets have a look! The scale 111,111,111 downloads per month Importance of Mobile Marketing • "The distance between Apple and the others is huge, we don't have time to look at other platforms seriously.“ Satoshi Nakajima president of Big Canvas Q&A?
