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Chapter 10
Integrated Marketing
Communications 2: Direct
Communications Techniques
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Database marketing is defined as…
…an interactive approach to marketing that
uses individually addressable marketing
media and channels (such as mail,
telephone and sales force) to:
Provide information to target audience
Stimulate demand
Stay close to customers by recording and
storing an electronic database of customer,
prospects and all communications and
transactional data.
A Marketing database
Customer and
prospect
information
Transactional
information
Professional
information
Marketing
database
Product
information
Geodemograhic
information
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A Marketing database is an…..
“electronic filing cabinet” containing:
List of contact names
Addresses
Telephone numbers
Lifestyle data
Transactional data – type, frequency, value
of purchases
Responses to promotional offers
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Bring a Friend
A wide variety of businesses
such as apparel retailers, gyms
and educational establishments
run ‘bring a friend’ promotions
as a way of growing their
potential database of customers
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Database sources
Company records
Responses to sales promotions
Warranty and guarantee cards
Offering samples that require the customer
to give name, address, telephone number
etc.
Enquiries
Exchanging data with other companies
Sales force records
Application forms e.g. store loyalty cards
Complaints
Previous direct marketing responses
Organised events e.g. wine tastings
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Direct Marketing Applications
Direct Mail
Telemarketing
Distributor management systems
Loyalty marketing
Targeting marketing
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Direct Marketing Methods
Direct Mail
Telemarketing (both in-bound and out bound)
Direct response advertising (coupon response or
‘phone now’)
Catalogue marketing
Digital media (Internet, email, interactive T.V.)
Inserts (leaflets in magazines)
Door-to-door leafleting
Managing a Direct Marketing
Campaign
Marketing strategy
Identify and understand target audience
Campaign objectives
Media decisions
Creative decisions
Execute and evaluate campaign
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Forms of E-Commerce
From
Business
To
Business
B2B
Cosvisnt.com
To
Consumer
B2C
Amazon
ITunes
Google
From
Consumer
C2B
Priceline
C2C
eBay
Facebook
MySpace
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Pantene
A highly emotional
advertisement for Pantene
shampoo made in Thailand
became a huge YouTube hit
Unique Features of Digital Marketing
Identification
Co-creation
Instantaneous
Digital
Marketing
Control
Interactivity
Forms of Digital Marketing
Interactive
television
advertising
Mobile
Marketing
Internet
Marketing
Digital
Marketing
Viral
Marketing
Search
advertising
Email
marketing
Social Media
Marketing
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Will it Blend
The Blendtec ‘Will It Blend’
series has been a hugely popular
viral marketing campaign
running since 2006 and has
currently generated over 100
million hits
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Buzz Marketing is defined as…
‘…the passing of information about products
and services by verbal or electronic means in
an informal, person-to-person manner’.
The first step in a buzz marketing campaign involves
identifying and targeting alphas (the trendsetters
who adopt ideas early) and the bees (the early
adopters).
Brand awareness then passes from these customers
to others who seek to emulate the trendsetters.
The Selling Process
Preparation
The opening
Need and problem identification
Presentation and demonstration
Dealing with objections
Closing the sale
The follow up
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Sales Management
Salesforce size
Designing the salesforce
Salesforce organisation
Setting objectives
Recruitment and selection
Managing the salesforce
Training
Motivation and compensation
Evaluation of salespeople
Chapter Summary
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The marketing database is the foundation on which direct marketing
campaigns are built.
Customer relationship management (CRM) is a development from database
marketing and makes use of technology to build and foster business
relationships with customers.
Direct marketing is where consumers are precisely targeted through a
variety of different techniques including direct mail, telemarketing, mobile
marketing, direct response advertising and catalogue marketing
Digital marketing continues to grow rapidly. It has five main characteristics,
namely, easy identification of targets, interactivity, instantaneous
communications, consumer control and co-creation of outputs.
There are seven major forms of digital marketing , namely, Internet
marketing, search advertising, email marketing, social media marketing,
viral marketing, mobile marketing and interactive television advertising.
Buzz marketing is an emerging marketing tool that capitalizes on the
importance of word-of-mouth promotion. Greater global electronic
connectivity has fostered the rise of buzz marketing.
Personal selling plays an important role in the marketing mix.