TOPIC 5 - DIRECT MARKETING & INTERACTIVE AND INTERNET MARKETING

Sales Promotion Activities on the Internet

b. Online reality show

Unscripted dramatic or humorous situations, documents
actual events, and usually featured ordinary people.

Programs in the reality genre are commonly called ‘reality
shows’.



Sales Promotion Activities on the Internet

c. Online Campaign

A planned series of advertisements that will be used in
particular places at particular times in order to advertise
a product or service and persuade people to buy it or use
it.

The advertisers can use a variety of methods, such as
pay per impression, pay per click, pay per play and pay
per action



Personal Selling Activities on the Internet

The internet has been both a benefit and a detriment to many of
those involved in personal selling—particularly those in the
business-to-business market.

For some, the internet has been a threat that might take away job
opportunities.

Companies have found that they can remain effective—even
increase effectiveness—by building a strong web presence.

Personal Selling Activities on the Internet

Websites have been used quite effectively to enhance and
support the selling effort.

As noted earlier, the web has become a primary source of
information for millions of customers in the consumer
and business-to-business markets.

Visitors to websites can gain volumes of information about
a company's products and services.

Personal Selling Activities on the Internet

In return, the visitors become a valuable resource for leads
that salespersons can follow up, and they become part of
a prospect database.

Not only can potential customers learn about the company's
offerings, but the organization can serve and qualify
prospects more cost-effectively.

Personal Selling Activities on the Internet

The web/internet can also be used to stimulate trial.

For many companies, personal salespersons can reach only
a fraction of the potential customer base.

Through trial demonstrations and/or samples offered online,
customers can determine if the offering satisfies their
needs and if so request a personal sales call.

Personal Selling Activities on the Internet

Some companies have used the Internet to improve their
one-on-one relationships with customers.

By providing more information in a more timely and efficient
manner, a company enables customers to learn more
about what it has to offer.

This increases the opportunity for cross-selling and
customer retention.

Public Relations on the Internet

The internet is a useful medium for conducting public
relations activities. Many sites devote a portion of their
content to public relations activities including the
provision of information about the company, its
philanthropic activities, annual reports and more.

At the same time, many philanthropic and nonprofit
organizations have found the internet to be extremely
useful way to generate funds.

Public Relations on the Internet

Many companies have found the internet to be extremely
useful for providing information in times of a crisis and
for gathering feedback about their products and services
and about themselves.

Direct Marketing Activities on the Internet

a. Direct mail

Electronic version of regular mail.

Highly targeted and attempts to reach customers with
specific needs through targeted messages.



Direct Marketing Activities on the Internet

b. Infomercials

It is a 3-5 minutes content rich video presentations with
the purpose of turning visitor to your website buyers.

It is working 24 hours on internet.

Direct Marketing Activities on the Internet

c. E commerce

Paperless exchange of business information using
Electronic Data Interchange (EDI), email, electronic fund
transfer, etc

It refers to internet shopping, the downloading and selling
of “soft merchandise” (software, music, etc)and business
to business transactions.



Direct Marketing Activities on the Internet

d. Home-shopping Channels

Home shopping channel is a 24 hour basic shopping that
can be seen on internet.

Social Media Marketing

Social media marketing refers to the process of gaining
website traffic or attention through social media sites.

Social media marketing programs usually center on
efforts to create content that attracts attention and
encourages readers to share it across their social
networks.

.

Social Media Marketing

. The resulting electronic word of mouth (eWoM) refers to
any statement consumers share via the internet (e.g.,
web sites, social networks, instant messages,) about
an event, product, service, brand or company.

Social Media Marketing

Social media are computer-mediated tools that allow
people to create, share or exchange information,
ideas, and pictures/videos in virtual communities and
networks.

Social-media technologies take on many different forms
including internet forums, social blogs, etc

Social Media Marketing

Twitter is a social site designed to let people share short
messages or “updates” with others.

Registered users can read and post tweets, but
unregistered users can only read them.

Demonstrate the Integrated Marketing
Communications Decisions

Organize the combination of advertising with other IMC Tools

Advertising and Public Relations

While advertising served the primary purpose of generating awareness
about a product/services, public relation complimented by lending
authenticity and addressing specific issues and build credibility

Special events such as roadshows built up excitement, whereas
participation in industry fairs helped reached business consumers

Organize the combination of advertising with other IMC Tools

Advertising and Direct Marketing

Direct marketing including print, electronic mailers encouraged
prospects to seek more information

Sometimes the ads supports the direct selling effort. The ads usually
contains a toll free that request for more information

Consumers may sometimes feel overwhelmed by what they frequently
call ‘junk mail’. Radio can help create new customers by sparking their
interest to open direct mail and helping businesses learn who their
potential customers are

Organize the combination of advertising with other IMC Tools

Advertising and Internet Marketing

Online marketing put up banner advertising encouraging website visits
and the websites provided details in depth information on
product/service and word of mouth by satisfied visitors generated
publicity

Organize the combination of advertising with other IMC Tools

Advertising and Sales Promotion

Sales promotion is used to generate trials, P.O.P merchandising can
be used to convey advertising message in store and remind
consumers at the point of purchase

The combination of advertising with other IMC Tools

Advertising and Personal Selling

Combining advertising and personal selling is likely to improve
reach, reduce costs and increase the probability of a sale
(assuming the advertising is effective)

The role that advertising plays and the contribution it can make
to supporting their sales efforts

The roles of Direct Marketing in IMC Tools

i. Combining direct marketing with advertising

Direct marketing itself is a form of advertising through mail, print or
TV direct response ads

Sometimes the ads support direct selling effort

Sometimes an advertisement will be sent through direct mail

The Roles of Direct Marketing in IMC Tools

ii. Combining direct marketing with public relations/publicity

Public relations activities and publicity oriented activities often employ
direct marketing and direct response techniques

Private companies may use telemarketing activities to solicit funds for
charities

Likewise, corporations and organization engaging in PR activities may
include toll free numbers or website in their promotional materials

The Roles of Direct Marketing in IMC Tools

iii. Combining direct marketing with personal selling

Telemarketing and direct selling is an aspect of personal
selling

In multi stage selling, direct mailers are used to invite
prospects or after direct selling efforts, direct mailers are
sent as a follow up and reminder

The Roles of Direct Marketing in IMC Tools

iv. Combining direct marketing with sales promotion

Direct mailers inform a prospect of sales promotion
events/activities or invites a prospect by way of contests
and prizes and gifts as incentives

In sales promotion implementation, direct marketing tools
are employed to inform customers

The Roles of Internet in IMC Tools

i. Internet Marketing and Advertising

Online marketing put up banner advertising encouraging
website visits and the websites provided details in
depth information on product/service and word of
mouth by satisfied visitors generated publicity

The Roles of Internet in IMC Tools

ii. Internet and Personal selling

Many roles of the personal selling are now done on the
internet

For some companies, the Internet has all but replaced
order takers and many activities of salesperson are now
done online

The Combination of Sales Promotion and IMC Tools

i. Sales Promotion and Advertising

Sales promotion is used to generate trials, P.O.P
merchandising can be used to convey advertising
message in store and remind consumers at the point of
purchase

The Combination of Sales Promotion and IMC Tools

ii. Combining sales promotion with direct marketing

Direct mailers inform a prospect of sales promotion
events/activities or invites a prospect by way of contests
and prizes and gifts as incentives

In sales promotion implementation, direct marketing tools
are employed to inform customers

The Combination of Sales Promotion and IMC Tools

iii. Sales promotion and Personal selling

Sales promotions targeted at resellers benefit the sales
force as well

Likewise, many sales promotions such as contests,
motivational programs, etc are targeted directly at the
sales staff

The Roles of Public Relations and Publicity with IMC Tools

i. Public Relations and Advertising

While advertising served the primary purpose of
generating awareness about a product/services, public
relation complimented by lending authenticity and
addressing specific issues and build credibility.

Special events such as roadshows built up excitement,
whereas participation in industry fairs helped reached
business consumers.

The Roles of Public Relations and Publicity with IMC Tools

ii. Combining public relations/publicity with direct marketing

Public relations activities and publicity oriented activities often employ
direct marketing and direct response techniques

Private companies may use telemarketing activities to solicit funds for
charities

Likewise, corporations and organization engaging in PR activities may
include toll free numbers or website in their promotional materials

The Roles of Public Relations and Publicity with IMC Tools

iii. Personal selling and Public relations

Personal sales persons must often perform public
relations activities

For example: public appearance, speaking, etc are
beneficial to the firm and can support the image of the
salesperson

The Combination of Personal Selling with other IMC Tools

i. Personal selling and advertising

A complementary relationship should exist in which
advertising is used to support personal selling efforts and
vice versa

The text demonstrate how both parties could benefit from
such a relationship

The Combination of Personal Selling with other IMC Tools

ii. Personal selling and Sales promotion

Sales promotions targeted at resellers benefit the sales
force as well

Likewise, many sales promotions such as contests,
motivational programs, etc are targeted directly at the
sales staff

The Combination of Personal Selling with other IMC Tools

iii. Personal selling and direct Marketing

One way marketers have found to reduce costs of
personal selling by supporting this function with direct
marketing

Letters or phone calls may be used to screen potential
customers or follow up to the salespeople effort

The Combination of Personal Selling with other IMC Tools

iv. Personal selling and Public relations

Personal sales persons must often perform public
relations activities

For example: public appearance, speaking, etc are
beneficial to the firm and can support the image of the
salesperson

The Combination of Personal Selling with other IMC Tools

v. Personal selling and Internet

A rapidly growing use of the internet is that of conducting
online meetings in which the sales force and/or clients
and potential clients participate.

Some companies have found that they can save both
time and money by conducting their sales meetings
online rather than at a central location.

The Combination of Personal Selling with other IMC Tools

More involved presentations—often referred to as
"webinars"—may include a variety of purposes, from
conducting job training for employees to making
presentations and providing in-depth product
information to existing and potential customers.