3.06 Understand the use of direct marketing to attract attention and to build brand

Explain The Nature Of MARKETING TACTICS

MARKETING SENDING PROMOTIONAL MESSAGES ACROSS COMPUTER NETWORKS Helps Businesses by: – Using VIRAL MARKETING Forwarding a message to someone who forwards it to another, etc. Information spreads quickly – Keeping current customers informed – Building brand awareness and brand image

4 TYPES OF MARKETING 1.OPT-IN /PERMISSION-BASED – Give permission to receive promotional s, newsletters, etc. SUBSCRIPTIONS are most common 2.DOUBLE OPT-IN – Requires recipients to confirm they are registered subscriber Complete subscription process, then receive a verification 3.OPT-OUT – Receive s until indicate otherwise Explanation at bottom of of how to opt-out 4.SPAM – Junk

MOST COMMON USES OF MARKETING Announcements Newsletters Bulletins Suggestion selling Reminder service Handling requests Obtaining feedback Order confirmations

ADVANTAGES AND DISADVANTAGES OF MARKETING ADVANTAGESDISADVANTAGES COST EFFECTIVE Little time & effort TIMELY Doesn’t require much planning Example: Sending customers a notice of tomorrow's sale Personalized/targeted messages Can track user engagement Hard to manage customer lists Undeliverable Low effectiveness Spreading viruses Battling filters Angry recipients

PLAIN TEXT VS. HTML PLAIN TEXTHTML CONSIST OF WORDS ON A SCREEN Most s are plain text Successful plain text s need proper formatting: Sections are separated by lines Text is justified left HYPERTEXT MARKUP LANGUAGE: CODE USED TO CREATE WEB PAGES Creates s that have: Colorful logos Graphics Animations Sound Takes longer for HTML s to load Not all clients support HTML

CAPABILITIES OF NON-INTERACTIVE CONTENT (STATIC) – Cannot link to other locations within the LINKS TO OTHER PLACES WITHIN – Hyperlinks: link a word or graphic to another place within the LINKS TO WEB SITES – Hyperlinks: link from to a web site ATTACHMENTS STREAMING MEDIA – delivers sound and/or video – Media is “streaming” (moves in a continuous flow over the Internet) – DISADVANTAGES: Expensive REQUIRES RECIPIENT TO HAVE A HIGH-SPEED INTERNET CONNECTION

CAPABILITIES OF INDIVIDUALIZED ADDRESSES – Individual address in the “To” field – Helps businesses to personalize Recipients feel that they’re the only ones receiving the PERSONALIZATION – Personal information (name, purchasing history) in – Software can do this easily AUTOMATED – software can perform certain functions Example: Send personalized s to entire customer list at specified times AUTORESPONDERS – If someone s a specified address, autoresponder replies – Saves money and time Example: Confirm orders and newsletter subscriptions

“You Do” Mrs. Byers will give you an example of a marketing 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 ? 9.Is the promotion effective? Why or why not?

“You Do Together” With a partner, create a marketing identifying 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?