Direct & Mobile Marketing International University College.

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Presentation transcript:

Direct & Mobile Marketing International University College

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

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)

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

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

Objectives Direct ordering Information giving Visit generation Trail generation Loyalty creation

When to use? Initiation Relationship building Combination selling

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

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

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

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

Examples

Lets have a look!

The scale

111,111,111 downloads per month

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

Q&A?