1. Chapter 10
Integrated Marketing Communications 2: Direct Communications Techniques

2. 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.

3. A Marketing database Marketing database Customer and prospect
information
Transactional
information
Professional
information
Marketing database
Product
information
Geodemograhic
information

4. 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

5. 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

6. 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

7. Direct Marketing Applications
Direct Mail
Telemarketing
Distributor management systems
Loyalty marketing
Targeting marketing

8. 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, , interactive T.V.)
Inserts (leaflets in magazines)
Door-to-door leafleting

9. Managing a Direct Marketing Campaign
Marketing strategy
Identify and understand target audience
Campaign objectives
Media decisions
Creative decisions
Execute and evaluate campaign

10. Forms of E-Commerce From Business From Consumer B2B Cosvisnt.com C2B
Priceline To
Business
B2C
Amazon
ITunes
Google
C2C
eBay
Facebook
MySpace To
Consumer

11. Pantene
A highly emotional advertisement for Pantene shampoo made in Thailand became a huge YouTube hit

12. Unique Features of Digital Marketing
Identification
Co-creation
Instantaneous
Digital Marketing
Control
Interactivity

13. Forms of Digital Marketing
Internet Marketing
Interactive television advertising
Search advertising
Mobile Marketing
marketing
Digital Marketing
Viral Marketing
Social Media Marketing

14. 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

15. 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.

16. The Selling Process Preparation The opening
Need and problem identification
Presentation and demonstration
Dealing with objections
Closing the sale
The follow up

17. Sales Management Salesforce size Salesforce organisation
Designing the salesforce
Setting objectives
Recruitment and selection
Training
Managing the salesforce
Motivation and compensation
Evaluation of salespeople

18. Chapter Summary
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, 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.