Presentation on theme: "Students presentations Groups Assignments. What is direct marketing? “any direct communication to a consumer or business recipient that is designed to."— Presentation transcript:
Students presentations Groups Assignments
What is direct marketing? “any direct communication to a consumer or business recipient that is designed to generate a response in the form of an order (direct order), a request for further information (lead generation), and/or a visit to a store or other place of business for purchase of a specific product(s) or service(s) (traffic generation).”
What is direct marketing? “an interactive system of marketing that uses one or more advertising media to effect a measurable response and/or transaction at any location, with this activity stored on a database.”
Direct Marketing Direct Marketers don’t eliminate the middleman - they become the middleman
Reasons for Direct Marketing Growth Credit cards Working women Technology
Direct Marketing is all about response!
Databases Ways of organizing information on customers and/or potential customers A good database can serve as the foundation for your overall strategic communications program
Getting Database Information Collect directly from consumers Surveys Warranty cards Sales promotion programs Events Census Bureau (www.census.gov)www.census.gov
Direct Marketing Media Direct mail Catalogs Broadcast DR Infomercials Teleshopping Print Telemarketing Internet
Benefits of Direct Marketing Selectivity Frequency Creative flexibility Timing Personalization Measurability
Disadvantages of Direct Marketing Image problems Accuracy Costs
PRESENTATION ON : INTERACTIVE MARKETING BY, FAISAL MAHMOOD CH. ABID HUSAIN MUHAMMAD NAEEM HAROON KHALID
WHAT IS INTERACTIVE MARKETING? interactive marketing is the ability to address the customer, remember what the customer says and address the customer again in a way that illustrates that we remember what the customer has told us. (Dighton 1996).
EXPLAINATION: Interactive marketing is not synonymous with online marketing, although interactive marketing processes are facilitated by internet technology. The ability to remember what the customer has said is made easier when we can collect customer information online and we can communicate with our customer more easily using the speed of the internet. Amazon.com is an excellent example of the use of interactive marketing, as customers record their preferences and are shown book selections that match not only their preferences but recent purchases. Amazon.com
Interactive marketing 101 must begin by understanding traditional marketing. The image below says it all. There are still companies and people trying to use this model in all of their marketing efforts and many are still seeking to find out how to leverage the internet.
Interactive marketing include creating web applications such as Usenet discussions groups, Web forms and questionnaire’s, correspondence etc. Here the customer is an active participant. The outputs of Interactive Marketing component are: 1. Information for analysis and decision making 2. Providing new products or service ideas 3. Building strong customer relationship 4. Profitable volume sales (the minimum sales to be made to make profit besides recovering the money spent in marketing through the Internet).
Strategy Build Optimize Measure 4 Core Components of an Interactive Marketing :
1. Strategy this is an individual with the big picture. Expect this person to develop the objectives, strategies and contribute to tactics conversations.. This individual needs to have experience with PPC ads, Analytics, Social Media, Conversion rates, A/B testing, User Experience, engagement, word of mouth, "sharing", and SEO for a short, broad list.
Not that this person would do all of this but know enough to find the right people for the remaining core skillets. This person would also drive the maintenance of sites or content for relevancy.
2. Build - This category can get pretty big. You'll definitely need resources that can "skin" and "skeleton" a website. The "skin" being the front- end graphics and code for the stuff the user actually sees and the "skeleton" being the backend Content Management System (CMS) or anything that ties into a database
. But along with actually building the site, you'll need people that can write the copy, take pictures, or produce any kind of asset that you'll use on the site. Sometimes these are all done by one person but one of these "build" creative skills will be subpar. Your site may be pretty but the copy will leave something to be desired.
3. Optimize - This person is going to help guide the two C's; copy and code. For the copy, he'll optimize the site by identifying the most profitable keywords per page of your site to increase the value search engines assign to your site as well as the meta information.
4. Measure - This is essentially your marketing insights guy. This person gets involved with A/B testing to increase conversions before deployment, and then with a website monitoring service like Google Analytics and Google Webmaster Tools. Really this guy is key to capturing ROI, increasing conversions, and identifying user behavior, demographics and desired attributes for your product or service.
interactive marketing is the ability to address the customer, remember what the customer says and address the customer again in a way that illustrates that we remember what the customer has told us (Deighton 1996
Interactive marketing is not synonymous with online marketing, although interactive marketing processes are facilitated by internet technology. The ability to remember what the customer has said is made easier when we can collect customer information online and we can communicate with our customer more easily using the speed of the internet.
Managing Sales Force Presented By: M. Aizzan Malik Omer Ajaz Faizan Ali M. Usha Malik Rana Waleed bin Waheed
Introduction Personal Selling Applicable in all business Environments
Designing a Sales force Development of sales force objectives Strategy structure Compensation of sales force
Approaches in selling Individual sales representatives Sales team Seminar selling
What sales force need to do? Analyze sales data Measure market potential Gather market intelligence Develop market strategies and plans
Managing Sales force Training of sales representatives Supervising the sales representatives Motivating the sales representatives Evaluating the sales representatives
Conclusion Link between the company and the customers Better training, motivation, super vision of sales representatives will lead to increase in sales and profit.
References Content taken from the textbook written by Shawn Washington which is available online /designing_and_managing_a_sales_f orce_pg3.html?cat=3 ment
WORD of Mouth mARKETING Muhammad Husnain BBA-FA Mateen Alvi BBA-FA Rameen Majid BBA-FA Muhammad Waseem BBA-FA06-001
Word of Mouth It is the passing of information from person to person Originally referred to oral communication, but now includes all types of human communication
Word of Mouth Marketing Giving people a reason to talk about your products and services, and making it easier for that conversation to take place
History First used in the mid 1980s by an Australian MLM company It used this technique to promote its alternative-to-dairy product range
Word of Mouth Marketing It is the best way for brands to influence consumers on social networks The interaction can produce three things: 1.A relationship 2.A chance to provide information to the customer 3.A chance to learn from the customer best-on-social-networks.aspx
Characteristics of WOM Valence Focus Timing Solicitation Intervention
Who Propagates WOM Family Friends Colleague Trusted Independent
Types of WOM Buzz: Talking about something new, cool, different and provocative Advocacy: Focused on the brand and its merits (positive or negative)
Potential Drawbacks Unsatisfied customers Competitors spreading false information