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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
