TOPIC 5 - DIRECT MARKETING & INTERACTIVE AND INTERNET MARKETING

DPM40093

Integrated
Marketing
Communications

TOPIC 5

Direct Marketing and Interactive &
Internet Marketing

01 02

Define direct marketing The direct marketing media

Definition

Direct Marketing is a system of marketing by
which organizations communicate directly with
target customers to generate a response and/or a

transaction using one or more media.

The Direct Marketing Media

01 02

Direct Mail/Catalogs Telemarketing

03 04

Home Shopping Kiosk Marketing

05

Mobile Marketing

1. Direct Mail/Catalogs

Material distributed via the postal service to a recipient’s home or
business to promote a product/service
It is highly targeted, relies on list and attempts to reach consumers with
specific needs
Direct mail often called ‘junk mail’, the unsolicited mail you receive
Direct mail is not restricted to small companies, large company also have
increased their expenditure in this area



1. Direct Mail/Catalogs

Catalogs

Many companies use catalogues in conjunction with their
more traditional sales and promotional strategies

Catalogues are now available on the internet for both
consumers and business to business customers

2. Telemarketing

Telemarketing is the direct marketing of goods or services
to potential customers over the telephone

Direct personal, verbal approach via phone

Telemarketing is used by for-profit businesses, non-profit
charities, surveying, donation solicitation, marketing
research, and other kinds of organizations.

2. Telemarketing

• Examples of telemarketing activities:

a. Lead generation: The collection of intelligence about
the profiles, interests, and demographic data of
potential customers.

b. Sales: The persuasive activity engaged in by
salespeople, in which telemarketers are trained and

aim to close a deal on the phone.
* Due to the intrusive nature of telemarketing, including spam calls,

many customers do not prefer telemarketing.

3. Home Shopping

Home based shopping

Home shopping allows consumers to shop for goods from the
privacy of their own home, as opposed to traditional shopping,
which requires one to visit brick and mortar stores and shopping
malls.

The development of toll free telephone numbers, combined with
the widespread use of credit cards, has led to a dramatic increase
in the number of people who shop via their television sets through
home shopping channels

Jewellery, fitness products and a variety of items are promoted in
this way



4. Kiosk Marketing

A kiosk refers to a small, temporary, stand-alone booth used in high-traffic
areas for marketing purposes.
A kiosk is usually manned by one or two individuals who help attract
attention to the booth to get new customers or may be electronic.
Retail kiosks are frequently located in shopping malls or on busy city
streets with significant foot traffic, and provide owners with a low-cost
alternative to market their products or services.



5. Mobile Marketing

Mobile marketing is any advertising activity that promotes products and
services via mobile devices, such as tablets and smartphones.
It makes use of features of modern mobile technology, including location
services, to tailor marketing campaigns based on an individual's location.
Mobile marketing is a way in which technology can be used to create
personalized promotion of goods or services to a user who is constantly
connected to a network.
Mobile marketing may include promotions sent through SMS text messaging,
MMS multimedia messaging, through downloaded apps using push
notifications, or by using a mobile device to scan QR codes.



TOPIC 5

Direct Marketing and Interactive &
Internet Marketing

Interactive & Internet Marketing

01 02

Interactive and internet The internet communications
marketing objectives

03 04

The promotional tools The Integrated Marketing
on the internet Communications decision

Interactive Marketing

Interactive advertising uses online or offline
interactive media to communicate with consumers

and to promote products, brands, services and
public service announcement, corporate or
political groups.

Internet Marketing

Internet marketing also known as digital
marketing, web marketing, online marketing or e-

marketing, is the marketing of products or
services over the internet.

The Internet Communication Objectives

a. Create awareness

Advertising on the web can be useful in creating
awareness of an organizational as well as its specific
product and service offering.

For small companies with limited budgets, the web offers
the opportunity to create awareness well beyond what
might be achieved through traditional media.

The Internet Communication Objectives

b. Generate interest

Internet marketing can be used to generate interest. It
provides music, video shows, information and other
content that is of interest to viewers.

Visitors can make purchase, download music, pictures,
etc.

The Internet Communication Objectives

c. Disseminate information

One of primary objectives for using the web is to provide in-
depth information about a company’s products and
services.

In B2B market, having a website has become necessity, as
more buyers expect that a company will have a site
providing them with detailed information about its offering.

The Internet Communication Objectives

d. Create an image

Many websites are designed to reflect the image a
company wants to portray.

Many companies have to come to realize that branding
and image-creating strategies must be specifically
adapted to this medium.

The Internet Communication Objectives

e. Create a strong brand

Many companies believe that the internet, as part of an
integrated marketing communications program, can be
used for branding purposes, as well as for other
objectives.

The Internet Communication Objectives

f. Stimulate trial

Many marketers have found the internet to be an
effective medium for stimulating trial of their products or
services.

Some websites offer electronic coupons in an attempt to
stimulate trial of their products.

The Internet Communication Objectives

g. Create buzz

Marketers use the internet to create buzz.

The viral nature of social networking and other sites
make them attractive to marketers intending to spread
word-of-mouth communications.

The Internet Communication Objectives

h. Gain recognition

Many marketers believe that the internet is an effective
medium for achieving communications objectives such
as consideration and evaluations.

Blogs and discussion boards are considered particularly
useful for providing information in evaluating products
and brands.

PROMOTIONAL TOOLS
ON THE INTERNET

1. Advertising on the Internet
2. Sales promotion on the Internet
3. Personal selling on the Internet
4. Public Relations on the Internet
5. Direct Marketing on the Internet
6. Social Media Marketing

PROMOTIONAL TOOLS ON THE INTERNET

1. Advertising on the Internet
2. Sales promotion on the Internet
3. Personal selling on the Internet
4. Public Relations on the Internet
5. Direct Marketing on the Internet

6. Social Media Marketing

Types of Advertising on Internet

a. Banners

The most common form of advertising on internet.
Banner ads may be used for creating awareness or
recognition, entering viewers into contests and so on.
Banners ads may take on a variety of forms such as side
panels, skyscrapers or vertical.

Types of Advertising on Internet

a. Banners

The most common form of advertising on internet.
Banner ads may be used for creating awareness or
recognition, entering viewers into contests and so on.
Banners ads may take on a variety of forms such as side
panels, skyscrapers or vertical.





Types of Advertising on Internet

b. Sponsorship

There have two types of sponsorships:

Regular sponsorship : occurs when a company pays to
pay for a section of a site.

Content sponsorship : not only provide dollars but
participate in content itself.



Types of Advertising on Internet

c. Pop-ups / Pop-under

Pop-ups ads are a form of online advertising focused on
attracting web traffic.

Pop-up is a small window that appears while browsing a
website.

Marketers mainly use pop-ups for advertising and
generating leads.

Types of Advertising on Internet

c. Pop-ups / Pop-under

When you access the internet, you no doubt have seen a
window or a creature of some sort appear on your
screen in an attempt to get your attention.

Pop-under are ads that appear underneath the webpage
and visible when user leave the site.



Types of Advertising on Internet

d. Interstitials

Ads that appear on your screen while you are waiting
for a site’s content to download.

Interstitials can be blocked by pop-up blockers.



Types of Advertising on Internet

e. Push Technologies

Known as webcasting technologies, allow the companies
to ‘push’ a message to consumers rather than waiting
for them to find it.

Push technologies also dispatch web pages and news
updates and may have sound and video geared to
specific audiences or individuals.



Types of Advertising on Internet

f. Links

Links serve many of the same purposes as are served by the
types discusses above.

Links ads allow publishers to display a range of ads relevant to
the interest of the user. These ads work by the principle of
contextual targeting, and are therefore, responsive in nature.

For example, a visitor to one site may click on a link that
provides additional information and related materials at
another site.

Types of Advertising on Internet

g. Paid Search

Advertisers pay only when a consumer clicks on their ads
or link from a search engine.

In an effort to more specifically target customers that may
be interested in their offerings, advertisers buys ads on
search engine such as Google, Yahoo! , so that when
the visitor to the site keys in specific search word or
phrase, an advertisement targeted to that category
appears.

PAID SEARCH
Advertisers pay only as when a consumer
CLIKCKS on their ad or link from a search
engine.

Advertisers buy ads on search engine so, when

the visitor to the site keys in ULTRA HD
SAMSUNG an advertisement
targeted to that category appears.

TOPIC 5
Direct Marketing and Interactive &

Internet Marketing

Part 3

Sales Promotion Activities on the Internet

a. Online coupons

An online coupon refers to a discount code or
number that can be redeemed on a website.

Like traditional coupons, online coupons are used
to attract new customers and increase the
loyalty of new customers.

a. Online coupons

An online coupon can be obtained on a coupon
site or through an offline source or social media.

Consumers print them out and take them to the
store.