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 in-touch with current customers Educate consumers Build brand awareness Enhance business image Sell Products Engage in viral marketing

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

Getting customers to talk about the company/products/message with other people Create a Discussion Usually through interesting or funny messages

Marketing Options Opt-In (Permission-Based) – Customer grants a business permission to send them promotional s, product announcements, or newsletters. – Subscriptions : Most common use of opt-in marketing Double Opt-In – Requires recipients to confirm that they 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.

Marketing Options Opt-Out – Customers have the option to stop receiving s – contains an explanation of the process that to be removed from the list. Example: This is a Best Buy advertisement. If you no longer wish to receive our marketing s, unsubscribe here. If you have difficulty with the unsubscribe link, you may also send an to For more information, read our Privacy Policy or call BEST BUY.unsubscribe here Policy

Marketing Options Spam – Unsolicited (unwanted) junk sent out to advertise a product. – Spam bogs down networks and wastes time. – Companies send out in large quantities

Benefits of Marketing Reduced Time and Effort Cheaper – Avg Direct Mail = $20,000 – Avg = $1,000 Real-Time Messages Personalized Messages No Paper More Frequent Messages – Shouldn’t be more than once a week

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 Customer lists Duplicate s Undeliverable s Obtaining responses Spreading viruses Battling filters Unauthorized subscriptions Angry recipients Managing lists

Plain Text Marketing Most often is plain text. Words on a screen. (No multi-media) The key to successful text-based s is proper formatting. – Sections are separated by lines. – Text is left ( ) aligned – Hard returns are used at the end of each sentence or paragraph.

HTML Marketing HTML - Hypertext Markup Language s that contain colorful logos, graphics, background designs, animations, sound, banner ads – It takes longer for HTML s to load than plain-text e- mails. – Not all clients support HTML.

Capabilities of Marketing Depend on the type of software that is used. – Non-interactive content Plain-text used to correspond among friends, family members, and coworkers – Links Within the message Link a word, graphic, or other element to another place within the . To web sites Link from somewhere within the to a web site.

Capabilities of Marketing Attachments – An attachment is a file sent with an . – (Word document, PowerPoint presentation, jpg photo) Streaming media – Delivers sound, video, or animations – Play when the recipient opens the message or clicks on a “play” button. – Expensive and needs a High-Speed Connection Individualized addresses – Individual address in the “To” field – This helps businesses to personalize – Readers feel that they’re the only ones receiving .

Capabilities of Marketing Personalization – Inserting personal information within an message. such as name, title, and purchasing history Make customers feel unique and special Automated – software can function automatically – (send personalized s to entire customer list or create list of undeliverable addresses) Autoresponders – Automatically replies to incoming s – Common uses: Confirm orders and newsletter subscriptions Make customers aware that the business person is unavailable until a certain date

Activity Choose a sport/event product. (Game, Season Tickets, Concert, Merchandise) Create an marketing campaign to promote your product. Send the to me if possible. – Be sure to determine the type of you are going to use. – Will there be any opt-in/double opt-in/autoresponders? – Include a combination of links, streaming video, attachments, and individualization. – Answer the following questions separately: – Who is the target audience? – What types of advertisements are normally used to market the sport/event product? – What are the benefits of using to market the sport/event product? – Is the promotion effective? Why or why not?