Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
SlideShare a Scribd company logo

Direct marketing, online maketing, retailing

•
•
Archit Sharma
Archit Sharma

Direct marketing involves communicating directly with customers through various channels to promote a specific call to action. It emphasizes measurable responses from targeted customers. Some key benefits of direct marketing include being able to directly measure results and response rates. Common direct marketing channels include email, mobile, telemarketing, direct response TV, and direct mail. Retailing involves the sale of physical goods from a fixed location to consumers. Common types of retailers include department stores, discount stores, supermarkets, and specialty stores.

1 of 14
Direct Marketing, Online Maketing, Retailing Archit Sharma 10800482
Definition • Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising
Characteristics • Direct Marketing messages are addressed directly to customers – Direct marketing relies on being able to address the members of a target market. Addressability comes in a variety of forms including email addresses, mobile phone numbers, Web browser cookies, fax numbers and United States and international postal addresses. • Direct marketing seeks to drive a specific "call to action.“ – For example, an advertisement may ask the prospect to call a free phonenumber or click on a link to a website. • Direct marketing emphasizes trackable, measurable responses from customers — regardless of medium.
History • In 1967, Lester Wunderman identified, named, and defined the term "direct marketing". Wunderman — considered to be the father of contemporary direct marketing — is behind the creation of the toll-free 1- 800 number and numerous loyalty marketing programs including the Columbia Record Club, the magazine subscription card, and the American Express Customer Rewards program.
Benefits • Direct marketing is attractive to many marketers because its positive results can be measured directly – For example, if a marketer sends out 1,000 solicitations by mail and 100 respond to the promotion, the marketer can say with confidence that campaign led directly to 10% direct responses • This metric is known as the 'response rate,' and it is one of many clearly quantifiable success metrics employed by direct marketers • In contrast, general advertising uses indirect measurements, such as awareness or engagement, since there is no direct response from a consumer.
Direct Marketing Channels • Email Marketing- Sending marketing messages through email is one of the most widely used direct-marketing methods – According to one study, email is used by 94% of marketers, while 86% use direct mail • Mobile - Through mobile marketing, marketers engage with prospective customers and donors in an interactive manner through a mobile device or network, such as a cellphone, smartphone, or tablet • Telemarketing - Another common form of direct marketing is telemarketing, in which marketers contact customers by phone. – The primary benefit to businesses is increased lead generation, which helps businesses increase sales volume and customer base. • Direct Response TV - Direct marketing via television (commonly referred to as DRTV) has two basic forms: long form (usually half-hour or hour-long segments that explain a product in detail and are commonly referred to as infomercials) and short form, which refers to typical 30-second or 60-second commercials that ask viewers for an immediate response (typically to call a phone number on screen or go to a website)
• iMarketing is broadly divided in to the following threetypes, – PPC/I (Pay per click/impression): Advertisements for brands and products is done on pre-decided websites and helps in generating leads for companies – SEO Search engine optimization is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results – Social media marketing (SMM)
Business models • Internet marketing is associated with several business models: • E-commerce: a model whereby goods are sold directly to consumers (B2C), businesses (B2B), or from consumer to consumer (C2C) • Lead-based websites: a strategy whereby an organization generates value by acquiring sales leads from its website.[citation needed] Similar to walk-in customers in retail world. These prospects are often referred to as organic leads
• Affiliate Marketing: a process wherein a product or service developed by one entity is sold by other active sellers for a share of profits • The entity that owns the product may provide some marketing material (e.g., sales letters, affiliate links, tracking facilities, etc.); however, the vast majority of affiliate marketing relationships come from e-commerce businesses that offer affiliate programs • Local Internet marketing: a strategy through which a small company utilizes the Internet to find and to nurture relationships that can be used for real-world advantages • Local Internet marketing uses tools such as social media marketing, local directory listing, and targeted online sales promotions
Advantages and limitations of Internet marketing Advantages Limitations • Internet marketing is inexpensive • However, from the buyer's when examining the ratio of cost to perspective, the inability of shoppers the reach of the target audience to touch, to smell, to taste, and "to • Companies can reach a wide try on" tangible goods before making audience for a small fraction of an online purchase can be limiting traditional advertising budgets • However, there is an industry • The nature of the medium allows standard for e-commerce vendors to consumers to research and to reassure customers by having liberal purchase products and services return policies as well as providing in- conveniently store pick-up services – Therefore, businesses have the advantage of appealing to consumers in a medium that can bring results quickly
Retailing • Retail consists of the sale of physical goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser • Retailing may include subordinated services, such as delivery • Purchasers may be individuals or businesses. In commerce, a "retailer" buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the end-user • Retail establishments are often called shops or stores. Retailers are at the end of the supply chain
Types of Retailing • Department stores - very large stores offering a huge assortment of "soft" and "hard goods; often bear a resemblance to a collection of specialty stores – A retailer of such store carries variety of categories and has broad assortment at average price. They offer considerable customer service. • Discount stores - tend to offer a wide array of products and services, but they compete mainly on price offers extensive assortment of merchandise at affordable and cut-rate prices – Normally retailers sell less fashion-oriented brands. • Supermarkets - sell mostly food products • Warehouse stores - warehouses that offer low-cost, often high-quantity goods piled on pallets or steel shelves; warehouse clubs charge a membership fee • Variety stores - these offer extremely low-cost goods, with limited selection • Demographic - retailers that aim at one particular segment (e.g., high-end retailers focusing on wealthy individuals).
Types of Retailing • Mom-And-Pop : is a retail outlet that is owned and operated by individuals. The range of products are very selective and few in numbers. These stores are seen in local community often are family-run businesses. The square feet area of the store depends on the store holder • Specialty stores: A typical speciality store gives attention to a particular category and provides high level of service to the customers. A pet store that specializes in selling dog food would be regarded as a specialty store. However, branded stores also come under this format. For example if a customer visits a Reebok or Gap store then they find just Reebok and Gap products in the respective stores. • General store - a rural store that supplies the main needs for the local community; • Convenience stores: is essentially found in residential areas. They provide limited amount of merchandise at more than average prices with a speedy checkout. This store is ideal for emergency and immediate purchases. • Hypermarkets: provides variety and huge volumes of exclusive merchandise at low margins. The operating cost is comparatively less than other retail formats.
• Malls: has a range of retail shops at a single outlet. – They endow with products, food and entertainment under a roof • Category killers or Category Specialist: By supplying wide assortment in a single category for lower prices a retailer can "kill" that category for other retailers – For few categories, such as electronics, the products are displayed at the centre of the store and sales person will be available to address customer queries and give suggestions when required. – Other retail format stores are forced to reduce the prices if a category specialist retail store is present in the vicinity • Supermarkets: is a self service store consisting mainly of grocery and limited products on non food items

More Related Content

Direct marketing, online maketing, retailing

  • 1. Direct Marketing, Online Maketing, Retailing Archit Sharma 10800482
  • 2. Definition • Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising
  • 3. Characteristics • Direct Marketing messages are addressed directly to customers – Direct marketing relies on being able to address the members of a target market. Addressability comes in a variety of forms including email addresses, mobile phone numbers, Web browser cookies, fax numbers and United States and international postal addresses. • Direct marketing seeks to drive a specific "call to action.“ – For example, an advertisement may ask the prospect to call a free phonenumber or click on a link to a website. • Direct marketing emphasizes trackable, measurable responses from customers — regardless of medium.
  • 4. History • In 1967, Lester Wunderman identified, named, and defined the term "direct marketing". Wunderman — considered to be the father of contemporary direct marketing — is behind the creation of the toll-free 1- 800 number and numerous loyalty marketing programs including the Columbia Record Club, the magazine subscription card, and the American Express Customer Rewards program.
  • 5. Benefits • Direct marketing is attractive to many marketers because its positive results can be measured directly – For example, if a marketer sends out 1,000 solicitations by mail and 100 respond to the promotion, the marketer can say with confidence that campaign led directly to 10% direct responses • This metric is known as the 'response rate,' and it is one of many clearly quantifiable success metrics employed by direct marketers • In contrast, general advertising uses indirect measurements, such as awareness or engagement, since there is no direct response from a consumer.
  • 6. Direct Marketing Channels • Email Marketing- Sending marketing messages through email is one of the most widely used direct-marketing methods – According to one study, email is used by 94% of marketers, while 86% use direct mail • Mobile - Through mobile marketing, marketers engage with prospective customers and donors in an interactive manner through a mobile device or network, such as a cellphone, smartphone, or tablet • Telemarketing - Another common form of direct marketing is telemarketing, in which marketers contact customers by phone. – The primary benefit to businesses is increased lead generation, which helps businesses increase sales volume and customer base. • Direct Response TV - Direct marketing via television (commonly referred to as DRTV) has two basic forms: long form (usually half-hour or hour-long segments that explain a product in detail and are commonly referred to as infomercials) and short form, which refers to typical 30-second or 60-second commercials that ask viewers for an immediate response (typically to call a phone number on screen or go to a website)
  • 7. • iMarketing is broadly divided in to the following threetypes, – PPC/I (Pay per click/impression): Advertisements for brands and products is done on pre-decided websites and helps in generating leads for companies – SEO Search engine optimization is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results – Social media marketing (SMM)
  • 8. Business models • Internet marketing is associated with several business models: • E-commerce: a model whereby goods are sold directly to consumers (B2C), businesses (B2B), or from consumer to consumer (C2C) • Lead-based websites: a strategy whereby an organization generates value by acquiring sales leads from its website.[citation needed] Similar to walk-in customers in retail world. These prospects are often referred to as organic leads
  • 9. • Affiliate Marketing: a process wherein a product or service developed by one entity is sold by other active sellers for a share of profits • The entity that owns the product may provide some marketing material (e.g., sales letters, affiliate links, tracking facilities, etc.); however, the vast majority of affiliate marketing relationships come from e-commerce businesses that offer affiliate programs • Local Internet marketing: a strategy through which a small company utilizes the Internet to find and to nurture relationships that can be used for real-world advantages • Local Internet marketing uses tools such as social media marketing, local directory listing, and targeted online sales promotions
  • 10. Advantages and limitations of Internet marketing Advantages Limitations • Internet marketing is inexpensive • However, from the buyer's when examining the ratio of cost to perspective, the inability of shoppers the reach of the target audience to touch, to smell, to taste, and "to • Companies can reach a wide try on" tangible goods before making audience for a small fraction of an online purchase can be limiting traditional advertising budgets • However, there is an industry • The nature of the medium allows standard for e-commerce vendors to consumers to research and to reassure customers by having liberal purchase products and services return policies as well as providing in- conveniently store pick-up services – Therefore, businesses have the advantage of appealing to consumers in a medium that can bring results quickly
  • 11. Retailing • Retail consists of the sale of physical goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser • Retailing may include subordinated services, such as delivery • Purchasers may be individuals or businesses. In commerce, a "retailer" buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the end-user • Retail establishments are often called shops or stores. Retailers are at the end of the supply chain
  • 12. Types of Retailing • Department stores - very large stores offering a huge assortment of "soft" and "hard goods; often bear a resemblance to a collection of specialty stores – A retailer of such store carries variety of categories and has broad assortment at average price. They offer considerable customer service. • Discount stores - tend to offer a wide array of products and services, but they compete mainly on price offers extensive assortment of merchandise at affordable and cut-rate prices – Normally retailers sell less fashion-oriented brands. • Supermarkets - sell mostly food products • Warehouse stores - warehouses that offer low-cost, often high-quantity goods piled on pallets or steel shelves; warehouse clubs charge a membership fee • Variety stores - these offer extremely low-cost goods, with limited selection • Demographic - retailers that aim at one particular segment (e.g., high-end retailers focusing on wealthy individuals).
  • 13. Types of Retailing • Mom-And-Pop : is a retail outlet that is owned and operated by individuals. The range of products are very selective and few in numbers. These stores are seen in local community often are family-run businesses. The square feet area of the store depends on the store holder • Specialty stores: A typical speciality store gives attention to a particular category and provides high level of service to the customers. A pet store that specializes in selling dog food would be regarded as a specialty store. However, branded stores also come under this format. For example if a customer visits a Reebok or Gap store then they find just Reebok and Gap products in the respective stores. • General store - a rural store that supplies the main needs for the local community; • Convenience stores: is essentially found in residential areas. They provide limited amount of merchandise at more than average prices with a speedy checkout. This store is ideal for emergency and immediate purchases. • Hypermarkets: provides variety and huge volumes of exclusive merchandise at low margins. The operating cost is comparatively less than other retail formats.
  • 14. • Malls: has a range of retail shops at a single outlet. – They endow with products, food and entertainment under a roof • Category killers or Category Specialist: By supplying wide assortment in a single category for lower prices a retailer can "kill" that category for other retailers – For few categories, such as electronics, the products are displayed at the centre of the store and sales person will be available to address customer queries and give suggestions when required. – Other retail format stores are forced to reduce the prices if a category specialist retail store is present in the vicinity • Supermarkets: is a self service store consisting mainly of grocery and limited products on non food items