5 The Internet Pros Inexpensive, quick, easily available Ultimate research toolMost flexible media
6 The Internet Cons Still in its infancy Many consumers still reluctant to useSheer number of sites
7 More effective cross-selling and up-selling Customer relationship management, software, and the Internet achieve the following:More effective cross-selling and up-sellingHigher customer retention and loyaltyHigher customer profitabilityHigher response to marketing campaignsMore effective investment of resources
8 Exhibit 13.3 Ads can drive customer traffic to a website for more information.
9 Guidelines for Legitimate Email Marketing Use honest subject line.Include valid and physical addresses.Clearly identify subject to sender.Option for consumers to opt outName removals must be prompt.Brands or products must offer options for removal from list.
11 DisintermediationPotential of online technology eliminating most of the distribution channel by having manufacturers deal directly with consumers
12 Internet Dayparts Early morning (Monday–Friday, 6 A.M.–8 A.M.) Daytime (Monday–Friday, 8 A.M.–5 P.M.)Evening (Monday–Friday, 5 P.M.–11 P.M.)Late night (Monday–Friday, 11 P.M.–6 A.M.)Weekends (Saturday–Sunday, all day)
13 Uses of Internet and Commercial Websites Source of direct salesSource of advertising-supported communicationSource of marketing and promotion information
14 Pros of Facebook Advertising -Ads can help you grow your online channels faster.-Thanks to Facebook’s Power Editor, you can target very specific audiences, even more so than you can with your regular posts.-Ads can help you grow your online fan base or bring traffic to your website, but with promoted posts you can increase the reach among your current fans.
15 Cons of Facebook Advertising -While Google Adwords’ click through rates are around 2% on average, click through rates for Facebook advertising are a lot lower.-Social media’s main goal is networking, not selling; people are not on Facebook because they want to buy your product.-Advertising overload causes people to stop paying attention to ads – clutter.
17 QR Codes –Quick Response Add them to any print advertising, flyers, posters, invites, TV ads, etc containing:Product detailsContact detailsOffer detailsEvent detailsCompetition detailsA couponTwitter, Facebook, MySpace IDsA link to your YouTube video
25 Telemarketing Personal and flexible Outbound and telemarketing (seller calls)Inbound telemarketing (customer calls)
26 Forms of DRTV 30-second format with tag line Two- or three-minute commercialInfomercial
27 Advantages of DRTV Shows the product in use Creates excitement for a productOffers immediate resultsComplements retail salesTests various product benefits and measures sales response
28 Radio and Direct Response Suffers from its lack of visualizationEffective at delivering 800-numbers and web addresses
29 Magazines and Direct Response Able to reach a targeted group of readers with common:InterestsDemographicsVocationsPrestige associated with national publications
30 Exciting creative execution Reach a targeted group of prospects Keys To the Successful Process of Moving a Person from a Prospect to a BuyerRight productExciting creative executionReach a targeted group of prospectsFulfillment and customer serviceSelling does not end with a single purchase.
31 Organizations Involved in the Direct Mail List Process List brokersList compilersList managersService bureausLettershop (mailing house)Response lists