1. Direct and Online Marketing: The New Marketing Model
Chapter 17
Direct and Online Marketing: The New Marketing Model

2. Mass Marketing and Direct Marketing
Most Mass Marketing Involves One-Way Communications Aimed At Consumers.
Direct Marketing Involves Two-Way Interactions With Customers.

3. What is Direct Marketing?
Direct Marketing Consists of Direct Connections With Carefully Targeted Individual Consumers to Both Obtain an Immediate Response and Cultivate Lasting Customer Relationships.

4. Benefits and Growth of Direct Marketing
Convenient
Consumer Relationship Building
Buyers Benefits
Sellers Benefits
Easy & Private
Reduces Costs
Product Access &
Selection
Increases Speed & Efficiency
Abundance of Information
Provides Flexibility
Interactive & Immediate
Global Medium

5. The Growth of Direct Marketing
Demassification – Focus is
Toward Minimarkets
The Growth of Direct Marketing
Higher Costs of Driving, Traffic
and Parking Congestion
Consumers Lack of Time
Convenience of Ordering
From Direct Marketers
Growth of Customer Databases

6. Direct Marketing Channels
Face-to-Face
Online
Direct-Mail
Kiosk
Catalog
TV Marketing
Telemarketing

7. Online Marketing
Online Marketing is conducted through interactive online computer systems, which link consumers with sellers electronically.
Two types of online marketing channels:
Commercial Online Services offer information and marketing services to subscribers who pay a monthly fee. (i.e. American Online)
The Internet (the Net) is the vast global and public web of computer networks.

8. The Internet Direct Marketing is the Model for E-Commerce
Internet Selling Reduces the Need for Paper Catalogs
That are Expensive to Produce and Send
Interactive
Gathering
Information
Advantages Include:
One-to-One
Marketing

9. Who is the Online Customer?
They tend to be younger, more affluent, better educated, and more male than the general population; female usage almost equals males.
Other characteristic of net users:
Half are 40 years or older,
Differ psychographically, in approaches to buying and responses to marketing.

10. Promise and Challenge of Online Marketing
Limited Consumer Exposure and Buying
Skewed User Demographics and Psychographics
Promise and Challenge of Online Marketing
Chaos and Clutter
Security
Ethical Concerns

11. Public Policy and Ethical Issues in Direct Marketing
Irritation to
Consumers
Unfairness,
Deception, or
Fraud
Invasion of
Privacy