1. Direct & Mobile Marketing International University College

2. Contents 1.Definition 2.Techniques 3.Objectives 4.Benefits 5.Mobile Marketing & The iPhone

3. Definition An interactive system of marketing which uses one or more advertising media to affect a measurable response at any location. Brassington & Pettitt (2005, p.361) Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting relationships. Philip Kotler (2009, p.480)

4. Direct Marketing Personal Selling Direct Marketing Sales Promotion Advertising Capital EquipmentRaw materialsServicesConsumables/Stationery AwarenessInterestDesireAction Direct Marketing Sales Promotion Personal Selling Advertising

5. Techniques of DM DM techniques Direct mail Direct response Mail orderTelemarketing E- communication and new media Teleshopping

6. Objectives Direct ordering Information giving Visit generation Trail generation Loyalty creation

7. When to use? Initiation Relationship building Combination selling

8. Benefits Buyers Convenient Easy Private Informative Sellers Reach Cost Speed Efficiency Flexibility

9. Database creation and management Customer information Keep and resell – “Welcome” – Selling up – Selling across – Renewal – Lapsed customers

10. Mobile Marketing 89% of big companies will use MM in 2009 Mobile phone applications Online interactivity Build strategic relationships

11. iPhone Augmented product offer NPD platform – an industry standard Generic applications – SDK In App Purchase Peer to Peer Accessories Push Notification

12. Examples

15. Lets have a look!

18. The scale

19. 111,111,111 downloads per month

20. Importance of Mobile Marketing "The distance between Apple and the others is huge, we don't have time to look at other platforms seriously.“ Satoshi Nakajima president of Big Canvas

21. Q&A?