Direct and Digital Marketing PDF

Direct and digital marketing: The process of interacting directly with carefully targeted individual consumers and communities to both obtain an immediate response and build lasting customer relationships Oi-channel retailing (connection between online and instore - one acc...

Direct and digital marketing: The process of interacting directly with carefully targeted individual consumers and communities to both obtain an immediate response and build lasting customer relationships Oi-channel retailing (connection between online and instore - one account used seamlessly across both platforms) The process of creating a seamless cross-channel buying experience that integrates in-store, online and mobile shopping Rapid growth of direct and digital marketing; ○ Direct marketing constitutes to shift online at an accelerated rate, with digital and direct marketing claiming a surging share of marketing spending an d sales Total digital advertising spending now accounts for the largest share of media spending Benefits to buyers and sellers: Buyers: ○ Convenient ○ Easy to use ○ Private ○ Interactive ○ Immediate Sellers: ○ Low-cost ○ Efficient ○ Speedy ○ Targeted ○ Interactive ○ Flexible ○ Real-time marketing Customer databases: Organised collection of comprehensive data about individual customer or prospects, including geographic, demographic, psychographic and behavioural data Direct and digital marketing database fields: Direct marketing: The process where companies tailor their offers and content to the needs and interests of narrowly defined segments or individual using various methods Traditional direct marketing: Direct mail is well suited to direct one-to-one communication Mail marketing offers some distinct advantages over digital forms ○ It also runs the risk of being seen as 'junk' mail Specialized direct marketing: Direct print - samples, offers Telemarketing - inbound and outbound Direct-response - infomercials, radio commercials Kiosks - malls, universities etc. Digital marketing: Refers to the company's efforts to market products and services and build customer relationships over the internet and cellular networks Both the new digital and more traditional marketing tools must be blended into a fully integrated marketing communications program Forms of digital marketing: Interacting in digital marketing: Other forms of online interaction ○ Other forms of online marketing interaction include online video, content sponsorships, alliances and affiliate programs and pass-it-on marketing Viral marketing (pass-it-on marketing) is the internet version of word-of-mouth marketing - websites, videos, email messages or other marketing events that are so infectious that customers will want to pass them along to friends Interactivity; ○ Customer-to-customer interaction ○ Customer-to-company interaction Content marketing: Native advertising:  ○ A type of advertising that matches the form and function of the platform on which it appears; the message seems to be a natural fit to the information the customers are seeking Branded content: ○ Content that focuses on taking an immersive, sensory-driven approach to storytelling, typically using multimedia formats. It aims to build connections with consumers and demonstrate mutual interests and shared values in an entertaining and memorable way Social media: ○ The effective use of social media requires a great deal of planning and awareness by the organization and choosing the right platform(s) before engaging with social media is critical SEO (search engine optimization): ○ Some key considerations for a business exploiting SEO are; Keywords Amplification Quality of content Influencer marketing: ○ The use of influencers is increasingly considered to be a key component of an organizations content marketing strategy. This is due to influencers ability to amplify the business's content through their reach and influence (lack of control over what the influencer says about your brand) Integrated marketing communications (IMC): An integrated marketing communication (IMC) strategy is critical to ensuring consistency in the organizations massaging to the customer, regardless of what platform that messaging is being communicated from. Evaluating direct and digital marketing results: KPI's - key performance indicators Social media: ○ Four key feedback metrics can be used to measure a firm's social media activity: Awareness metrics Engagement metrics Conversion metrics Costumer metrics Public policy issues and privacy:  Legislators, marketers and consumers are also concerned that the aggressive and sometimes shady tactics of a few industry participants to bother or hard consumers can give the entire marketing industry a bad name Privacy legislation will have a major impact on collection and use of consumer data by organizations, and on consumers' rights about that data NZ: The Privacy Act 2020 rules how organisations, government departments and businesses can collect, store, use and share your information It ensures that: you know ○ When and why your information is being collected ○ Your information is used and shared appropriately ○ The Act, gives individuals a legal right to access such personal information Irritation, unfairness, deception and fraud: Taking advantage on susceptible consumers Sending people marketing material they don’t want or sign up for Beyond digital ○ Deep fake