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Transcript
Direct / Online
marketing
17
Marketing Strategy in the
Digital Age
- E-business:
uses electronic means
and platforms to
conduct business.
Marketing Strategy in the
Digital Age
- E-commerce:
facilitates the sale of
products and services
by electronic means.
Marketing Strategy in the
Digital Age
-
E-marketing:
- Includes efforts
that inform,
communicate,
promote, and sell
products and
services over the
Internet.
Direct Marketing
The fastest growing
form of marketing
CONVENIENT
EASY/PRIVATE
WEALTH OF
PRODUCTS
INFORMATION
INTERACTIVE
IMMEDIATE
Benefits to
buyers
LOW COST
EFFICIENT
SPEEDY
IMPROVED
EFFICIENCIES
FLEXIBILITY
ACCESS TO
BUYERS
Benefits to
sellers
Forms of Direct Marketing
Online
marketing
Face to face
selling
Digital
technologies
Direct mail
Catalogs
Kiosks
Telemarketing
Direct
response TV
Direct mail
Catalogs
TeleMarketing
Direct response TV
Kiosk marketing
Online Marketing
CLICK
ONLY
CLICK AND
MORTAR
Online marketing domains
Consumers
Targeted
Initiated by
Business
Initiated by
Consumers
Business Buyers
Targeted
Viral marketing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall