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Direct Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Direct Marketing Defined “The total of activities by which the seller directs efforts to a target audience using one or more media for the purpose of soliciting a response by phone, mail, or personal visit from a prospective customer.” TV Selling Radio Telemarketing Direct Selling Direct Mail Magazine and Newspaper © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Database Marketing: How It Works © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin A Comprehensive Consumer Data Base Name Gender Occupation Address/ Zip Code Marital Status Transaction History Telephone Number Family Data Promotion History Length of Residence Education Inquiring History Age Income Unique Identifier © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Objectives of Database Marketing Improve Selection of Market Segments Stimulate Repeat Purchases Objectives Cross-selling Other Products Customer Relationship Management © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Developing a Database List Services Standard Rate & Data Service (SRDS) Simmons Market Research Bureau Sources U.S. Census Bureau U.S. Postal Service Direct Marketing Association © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Direct-Marketing Media Direct Mail Catalogs Broadcast Media Telemarketing Media Print Media TV Spots Homeshopping Infomercials © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Porsche Targets Prospects with Direct Mail © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin A Direct Response Print Ad © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Effective Databases RFM Scoring Recency Monetary transactions Frequency 14-10 Success with Catalogs 14-11 Outbound and Inbound Telemarketing Outbound Inbound Telephone calling by the marketer or marketer’s agent to individual prospects, seeking purchase, subscription, membership, or participation by the call recipient. Marketers’ facilities and invitations to prospects to call a central location or long distance number or by toll-free, 800 or fixed cost 900 number. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin The Internet and Interactive Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Growth in Advertising Expenditures on the Internet 1969 - ARPANET 1993 – World Wide Web 1994 – Advertisements on HotWired 2005 – Internet advertising exceeds $10 billion 2011: 70 Billion+ © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Quarterly Internet Ad Revenues (in Millions) http://www.iab.net/news/pr_2006_11_14.asp October 11, 2011 Forecast Internet Advertising Spending Newest Information (Sept. 28, 2011) http://www.iab.net/about_the_iab/recent_press_releases/press _release_archive/press_release/pr-092811 Internet Communications Objectives Create Awareness Generate Interest Stimulate Trial Objectives Disseminate Information Create a Strong Brand Create an Image © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Kellogg’s Uses the Internet to stimulate sales and gather data © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Typical Banner Ads © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Additional Internet Advertising Forms Latest Media Really Simple Syndication (RSS) Podcasting Blogs © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Trend toward Customized Advertising or Individualized Targeting • Google: Personalized Ads • http://www.google.com/adwords/watchthisspace/index.html# tab=tab2 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin REAL Personalized Targeting What are the possibilities? • Imagine the following Banner Ad: What are the possibilities? • Hey John Stockmyer, how would you like to be behind the wheel of a new 370 Z? What are the possibilities? • Bender Nissan will offer you $3000 right now for your old 2000 Sentra…. What are the possibilities? • Don’t wait! In 2 months, your car will only be worth $2000. What are the possibilities? • Act within 30 minutes for a $3500 trade-in PLUS a free set of floormats! Click Here To Arrange a Test-Drive