A – Promotion Marketing PE: Understand the use of direct marketing to attract attention and to build brand. PI: Explain the nature of marketing tactics

Marketing Marketing - Sending promotional messages across computer networks. Why? Keep current customers Educate others Build brand awareness Enhance business image Engage in viral marketing Create discussion

Marketing Options Opt-In (Permission-Based) – Individuals give a business permission to send them the promotional e- mails, product announcements, or newsletters. – The most common use of opt-in marketing is subscriptions. Double Opt-In – Requires recipients to confirm that they really do want to be a registered subscriber. – Upon completing the subscription process, individuals receive an that they must respond to in order to be added to the list of subscribers. Opt-Out – It is assumed that individuals want to receive until they indicate otherwise. – Generally, the contains an explanation of the process that must be followed to be removed from the list. Spam – Spam consists of unsolicited or junk . – In most cases, spam bogs down networks and wastes people’s time.

Common Uses of Marketing Businesses often use marketing for: – Announcements – Newsletters – Bulletins – Suggestion selling – Reminder service – Handling requests – Obtaining feedback – Order confirmations – Viral Marketing – asking customers to forward message

Benefits of Marketing Reduced Time and Effort Cost Effective – More bang for the buck Real-Time Messages – Notify customers of sales Personalized Messages Save the Planet More Frequent Messages – Shouldn’t be more than once a week Build brand awareness & enhance business image

SEM Activity Split class into 10 Groups and have each group research a benefit of Marketing – Each group must present their information to the class including: Tell us about the benefit Two examples of the benefit Why it is so important ebook/ -marketing-benefits.aspx

Challenges of Marketing Developing/Obtaining customer lists Sending duplicate s Having undeliverable s Obtaining responses Streaming requires high speed connection Managing lists Spreading viruses Battling filters Sending unauthorized subscriptions Creating angry recipients

Plain Text Marketing Most often is plain text. Plain text s consist of words on a screen. The key to successful text-based s is proper formatting. – Sections are separated by lines. – Only those symbols that appear on the computer keyboard are usually used. – Text is left aligned – Hard returns are used at the end of each sentence or paragraph.

(Rich media) HTML Marketing HTML stands for Hypertext Markup Language, which is the code used to create web pages The same coding can be used to create s that contain colorful logos, graphics, background designs, animations, sound, banner ads, etc. It takes longer for HTML s to load than plain- text s Not all clients support HTML as the recipient must have a high speed internet connection to see it

Capabilities of Marketing The capabilities of depend upon the type of software that is used. The capabilities of include: – Non-interactive content Plain-text used in correspondence among friends, family members, and coworkers is a good example of non-interactive content. – Links to other places within the message Hyperlinks make it is possible to link a word, graphic, or other element to another place within the .

Capabilities of Marketing Links to web sites – Hyperlinks are also used to link from somewhere within the e- mail to a web site. Attachments – An attachment is a computer file (e.g., Word document, PowerPoint presentation, jpg photo, etc.) that is sent with an . Streaming media – is capable of delivering sound, video, or animations that play when the recipient opens the message or clicks on a “play” button. – Expensive and requires a High-Speed Connection Individualized addresses – Individual address in the “To” field – This helps businesses to personalize their so that readers feel that they’re the only ones receiving the .

Capabilities of Marketing Personalization – Personalization technologies attempt to make customers feel unique and special—by inserting personal information such as name, title, and purchasing history within an message. Automated – software can be set up to perform certain functions (e.g., send personalized s to entire customer list, create list of undeliverable addresses, etc.) at specified times. Auto-responders – When a person sends a message to a specified address, the auto-responder replies with a certain message. – Common uses of auto-responders are to: Confirm orders and newsletter subscriptions Make customers aware that the business person is unavailable until a certain date

SEM Activity Review the marketing passed out to you. You will individually answer the following: 1.Identify if it is Plain Text OR HTML 2.Does it engage in Viral Marketing? 3.There are 4 Types of Marketing s. What is the type of your example? 4.List all capabilities you see in your example 5.Using your notes for “Common Uses”- identify the use of your example 6.What are the advantages of your example? 7.What are the disadvantages of your example? 8.What objectives is the business trying to meet by using e- mail? 9.Is the promotion effective? Why or why not?

SEM Activity + With a partner, create a marketing . Additionally, the must be sent to my school with the following information attached in a word document. 1.Identify if it is Plain Text OR HTML 2.Does it engage in Viral Marketing? 3.There are 4 Types of Marketing s. What is the type of your example? 4.List all capabilities you see in your example 5.Using your notes for “Common Uses”- identify the use of your example 6.What are the advantages of your example? 7.What are the disadvantages of your example? 8.What objectives is the business trying to meet by using e- mail?