Direct Marketing, Internet & Interactive Media PDF

UNIT IV SESSION-28,29,30 Direct Marketing – Meaning, Scope and Role in IMC; Elements of Direct Marketing; Types of Direct Marketing; Ethics in Direct Marketing Direct Marketing  Uses various media to interact directly with consumers  “One-to-one approach that en...

UNIT IV SESSION-28,29,30 Direct Marketing – Meaning, Scope and Role in IMC; Elements of Direct Marketing; Types of Direct Marketing; Ethics in Direct Marketing Direct Marketing  Uses various media to interact directly with consumers  “One-to-one approach that engages the consumer in an interesting way; a system of co-creation with the consumer - customization - finds favor with the target segments.”  “Direct Marketing is an interactive system of marketing which uses one or more advg media to affect a measurable response and or transaction at any location.” - Direct Marketing Association Features  Interactive  Response mechanism  DB  Measurable response  Not location specific Direct marketing Disadvantages Advantages  Limited reach  Quicker sales  High cost  Better targeting  Spamming  Tailored messages  Relationship building  Not willing to purchase unseen products  Increased ROI  Less clutter  Market Research Ethics in direct marketing  Encroach on individual’s privacy  Collection of DB information  DB misuse - Many firms have come up with code of conduct - Customers volunteer information through loyalty programmes and frequent flier programmes Direct marketing agencies  Many ad agencies SBU’s within  Few specialized firms – DIREM, Infomedia India, Ltd(1989)  Rushabh Direct Marketing Forms of direct marketing  Direct mail marketing  Catalog marketing  Tele marketing  TV marketing  Kiosk marketing  Podcasts and Vodcasts  Interactive TV(ITV)  Electronic marketing Direct mail marketing  Involves single mailings that include letters, ads, samples, foldouts and other ‘sales people on wings’ , sent to prospects on mailing lists, posted, couriered or hand delivered.  Contents – envelope, personal letter, brochure/information booklet, leaflets and business reply card; standard-A4 folded into 3rds Catalog marketing  Selling through catalogs mailed to a select list of customers/made available in stores  Displays products  Used when a manufacturer has multiple products to offer  Sometimes consumers pay for obtaining the catalog Catalog marketing  Designed by ad agencies/freelancers  Good photography-specialists available  B2b also uses catalog marketing Telemarketing  Promotion over phone - Outbound and inbound  Outbound -firms calling prospects directly -ADRMPs-Automatic Dialing and Recorded Message Players  Inbound -firms promote to customers who call them on toll free numbers advertised on TV/radio/direct mail/catalogs Television marketing DRTV –Direct Response Television Advg -60 to 120seconds -infomercials -HSN Kiosk Marketing  Ordering machines in stores, airports and other locations  In store kiosks – Kodak, Fuji, HP Podcasts and Vodcasts  Earlier from Apple iPod – audio and video files can be downloaded and viewed whenever and wherever wanted Interactive TV (ITV)  Lets viewers interact with TV programming and advertising using their remote controls  (DTH) Electronic marketing  Before the internet- videotex – two way system that links consumers with seller’s computer data banks by cable/telephone lines  Computerized catalog Online marketing  Company efforts to market products and services and build customer relationships over the internet  Internet – a vast web of computer networks that connects users of all types all around the world to each other and to an amazingly large information repository Types of online marketers  Click only– companies that operate only online without brick and mortar presence - e-tailors and.coms like amazon.com, - search engines like yahoo and google - ISPs like AOL -transaction sites that work on commission basis – ebay Types of online marketers  Brick-and-click companies traditional brick and mortar companies that have added online marketing to their operations  Click-and-mortar companies Customers can shop online and pick up their orders in- store UNIT IV SESSION- 31,32,33 INTERNET & INTERACTIVE MEDIA- THE INTERNET AS A COMMUNICATION MEDIUM; TRADITIONAL TOOLS OF ONLINE COMMUNICATION; MOBILE MARKETING; SOCIAL MEDIA; THE INTERNET & IMC; THE INTERNET A worldwide means of exchanging information and communicating through a series of interconnected computers WWW – most important component A global network of linked computers, servers, phones, and smart appliances that communicate with each other using the transmission control protocol (TCP) standard to enable the fast exchange of information and files, along with other types of services Ultimate direct marketing medium INTERACTIVE MEDIA Interactive media advertising is a type of marketing that encourages audience engagement, and can be used to promote products in an innovative way Social media ads: These ads can include polls, surveys, user-generated content campaigns, and live Q&A sessions Augmented reality (AR) Interactive videos BURGER KING'S "BURN THAT AD" CAMPAIGN USED AR TO ENCOURAGE USERS TO "BURN" RIVAL FAST-FOOD ADS DIGITALLY USING A MOBILE APP Burger King has successfully used AR ads to create engaging and interactive experiences for their customers. By using their mobile devices, customers can interact with various digital elements, such as viewing exclusive content or participating in interactive challenges. These campaigns have proven effective in not only attracting attention but also in building a fun and unique relationship with their target audience. INTERNET AS A COMMUNICATION MEDIUM Precision targeting Relatively low cost Two-way communication High impact advg Measurable ROI User-generated content Direct, yet scalable Viral communication INTERNET ADVG OR ONLINE ADVG Any communication that is sent by a brand to its target audiences through online media i.k.a. online advg or promotion Informing, persuading or reminding prospects TOOLS OF ONLINE COMMUNICATION Websites SEM Banners & Pop-Ups Text links Internet Direct Mail  PR tool Promotional SP tool videos and articles WEBSITE Website Customize Links from offers Banner ads Links from Real time consumer transactions blog  WEBSITE Community sites - Spotify’s Microsites – individual brand listeningtogether, Chanel’s sites – Axe, Sunsilk, etc. insidechanel, Sunsilk’s Website design and http://experience.apple/iphone sunsilkgangofgirls.com, copywriting / meethamoments.com, chocos.co.in Online communication division SEM SERP SEO – making website relevant to searched keywords Paid inclusion – PFI or PPI – fee per page that is to be listed on SE PPC Advg – bid for key words & then pay only when users click on the link Web networking - links to websites from articles, directories or related websites  https://youtu.be/hF515-0Tduk BANNERS AND POP-UP ADS A banner is a strip of web page for onscreen ads; vary in size and appearance but small rectangular ads on top of web pages are a common format; Online visibility – at least the brand name gets registered BANNERS AND POP-UP ADS Pop-Ups and Pop-Unders Interstitials – in between pages before taking to the actual content page; Difficult to be blocked; optional skip button https://www.facebook.com/clickadilla.ads/videos/what-are-popunder-and-popup-ad- formats/816709518871357/ TEXT LINK Textual advmt., appearing as a link, which when clicked, directs the web surfer to the advertiser’s website or webpage Non-glamourous version of banner Contains only a few words or a phrase as an advmt. devoid of other graphics and visuals Looks less like an advmt. And merges well with the content of the website; hence, internet users are less wary and more approving of text link ads than they are of flashing banners Short and crisp like captions or headlines  https://www.adspeed.com/Knowledges/57/Ad-Serving/Text-Link-Ads.html INTERNET DIRECT MAIL Direct mail that can be mailed over the net; not a simple digitization of direct mail; Fast and interactive but clutter; Send to qualified target E-lists – sources – (i) house list/compiled list (ii) buy from e-list brokers [Opt In Inc, Dataguru] (iii) Response list (iv) Opt-in list/Opt-out list INTERNET DIRECT MAIL RFM check to identify better prospects ‘E-mail address data appending service’ firms Spam – emails sent out in bulk to various recipients; anti-spammers- retaliation – permission marketing SOCIAL MEDIA MARKETING Social web – an online place where people with common interests gather to share information, thoughts, views and opinions Social media – a relatively new word for unpaid media created by individuals or enterprises on the net using current technology to facilitate interactive dialogue and allow the creation of user generated content Social media – sociology + technology that connects interactive, conversational and participatory users online Dialogue, socialization, and content creation by consumers in virtual world such as blogs, wikis, social networking sites, photo & video sharing sites, instant messaging, social bookmarking, etc. SOCIAL BOOKMARKING SITES SOCIAL NETWORKING SITES BLOGS A blog (weblog)is an informational website consisting of informal diary-style text entries (posts). Posts are typically displayed in reverse chronological order so that the most recent post appears first, at the top of the web page WIKIS A wiki is a collaborative site where users can add, edit or remove content Companies use internal wikis to share knowledge and learn as a team. PHOTO & VIDEO SHARING SITES SOCIAL MEDIA – ENABLER OF VIRAL MARKETING People passing on interesting and entertaining promotional content, generally sponsored by a brand to create awareness, build equity or get publicity Funny video clips, text links, images, email messages, blog messages, etc. that have highly entertaining or interesting content Virals are popular because of low cost, fast & immediate response, user involvement and good targeting VIRAL MARKETING EXAMPLES The "Just Do It" slogan is still associated with Nike today, and has inspired many viral videos The Virtual Background Challenge encouraged users to share fun virtual backgrounds during Zoom meetings, which helped Zoom connect with its target audience Duolingo, the language-learning app used viral memes and TikTok videos to capture the attention of users and spread the word about the app Spotify Wrapped is a year-round collection of the music you've been listening to, which users can easily share on social media Other brands known for their viral marketing include Dove, Old Spice, Red Bull… STEPS FOR EXECUTING SOCIAL MEDIA CAMPAIGNS Enroll community members - (i) recruiting and shaping netizens; observe and look for who all are talking, what are they talking about, where they hang out, etc. (ii) Enlist a core group of people who can be a part of the brand’s community, promote the brand, provide feedback, etc. Netizens differ; Understand Social Technographical Ladder for planning communication strategies ; people don’t come to sites; marketers have to qualify prospects and invite them thru banner announcements, emails, etc. STEPS FOR EXECUTING SOCIAL MEDIA CAMPAIGNS Evaluate social media tools (i) Relevant ones based on the brand’s objectives, consumer characteristics, and features offered by each tool (ii) Ex.- LinkedIn – identity & relationships;Youtube – sharing, groups and conversations STEPS FOR EXECUTING SOCIAL MEDIA CAMPAIGNS Engage communities (i) People are not impressed with ‘ghost sites’; relevant content that can get people coming, talking, questioning, sharing, promoting, etc. (ii) Sharing, commenting, and liking determine engagement (iii) Not just adding cool tools; compelling environments to which people get attracted; APPLE’S CUSTOMER ENGAGEMENT STRATEGY STEPS FOR EXECUTING SOCIAL MEDIA CAMPAIGNS Measure involvement (i) Review brand objectives – awareness (time spent on the site), lead generation (conversion rates), reach (unique visitors), media relations (coverage), CRM, trial, preference, etc. (ii) How to measure – surveys, sales, interviews for recall & retention, etc. (iii) Interpretation of results OTHER TERMS E-groups – common interest groups Micro-blogging - Twitter – Dell generated US $ 3 million in revenue by posting e- commerce links to its Twitter feed Advergames – Pespsodent In-game advertising & product placement in games