Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

Direct Marketing

16.400 visualizaciones

Publicado el

  • Sé el primero en comentar

Direct Marketing

  1. 1. Direct Marketing<br />Global Gadgets Imports<br />
  2. 2. Direct Marketing<br />Cynthia C. Cutright<br />Colorado Technical University<br />MKT306-0904B-01<br />Professor Alan Fowler<br />December 11, 2009<br />
  3. 3. Introduction<br />What is direct marketing?<br />Describe at least three forms of communication that direct marketers utilize.<br />What are the key benefits and challenges with each of these three approaches?<br />How do direct marketers obtain consumer information?<br />What are some of the issues faced in effectively and appropriately using this data?<br />What is personalization?<br />Examples of personalized marketing.<br />What does a marketer hope to achieve with a personalization strategy?<br />What are the key factors of a personalized approach?<br />How could GGI use direct marketing in this project and at the same time protect the customer&apos;s privacy?<br />
  4. 4. <ul><li>What is direct marketing?
  5. 5. Describe at least three forms of communication that direct marketers utilize.
  6. 6. What are the key benefits and challenges with each of these three approaches?</li></li></ul><li>What is direct marketing?<br />“Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting or enduring customer relationships” (Dolak, 2009).<br />
  7. 7. Describe at least three forms of communication that direct marketers utilize.<br />Internet marketing<br />Face-to-face selling<br />Direct mail<br />Brochures<br />Catalogs<br />Flyers<br />Catalogs<br />Telemarketing<br />Direct-response advertising<br />Television<br />Radio<br />Kiosk marketing<br />
  8. 8. <ul><li>How do direct marketers obtain consumer information?
  9. 9. What are some of the issues faced in effectively and appropriately using this data?</li></li></ul><li>How do direct marketers obtain consumer information?<br />Leads<br />Up-selling<br />Opt-ins<br />Funneling<br />Hyperlinks<br />
  10. 10. <ul><li>What is personalization?
  11. 11. Examples of personalized marketing.
  12. 12. What does a marketer hope to achieve with a personalization strategy?
  13. 13. What are the key factors of a personalized approach?</li></li></ul><li>What is personalization?<br />Personalization is delivering different and unique content to each individual customer based on the customer&apos;s interests <br />
  14. 14. Examples of personalized marketing.<br />Pricing<br />Offers<br />Discounts<br />Customer Service<br />Merchandising<br />Delivery<br />Packaging<br />
  15. 15. What does a marketer hope to achieve with a personalization strategy? <br />Leads<br />Sales<br />Loyalty<br />
  16. 16. References<br />Direct Marketing Association Announces Future of Business-to-Consumer Communications. (2008, October 13). Retrieved December 11, 2009, from Direct Marketing Association: http://www.the-dma.org/cgi/disppressrelease?article=1227<br />Direct Marketing. (2009). Retrieved December 7, 2009, from Marketing Teacher: http://www.marketingteacher.com/Lessons/lesson_direct_marketing.htm<br />Examine Marketing in the Context of the Company. (2009). Retrieved December 8, 2009, from CTU Virtual Campus: https://campus.ctuonline.edu/<br />Prepare a Marketing Plan. (2009). Retrieved December 9, 2009, from CTU Virtual Campus: https://campus.ctuonline.edu/<br />Berry, T. (2008). Direct Marketing Fundamentals. Retrieved December 8, 2009, from Mplans: http://articles.mplans.com/direct-marketing-fundamentals/<br />
  17. 17. References<br />Dolak, D. (2009). Direct Marketing. Retrieved December 8, 2009, from Dave Dolak: http://www.davedolak.com/directm.htm<br />Fiedler, K. (2007, March 21). Are you empowered to deliver truly personalized marketing? Retrieved December 11, 2009, from DMNews: http://www.dmnews.com/are-you-empowered-to-deliver-truly-personalized-marketing/article/94928/<br />Givens, B. (2001, March 13). The Information Marketplace: Merging and Exchanging Consumer Data. Retrieved December 11, 2009, from Privacy Rights Clearinhouse: http://www.privacyrights.org/ar/ftc-info_mktpl.htm<br />
  18. 18. References<br />Linden, G. (2004, June 5). What is personalization? Retrieved December 11, 2009, from Geeking with Greg: http://glinden.blogspot.com/2004/06/what-is-personalization.html<br />Stoler, M. (n.d.). Obtaining Direct Marketing Leads the Easy Way. Retrieved December 10, 2009, from Bloggers Online: http://www.blogersonline.com/obtaining-direct-marketing-leads-the-easy-way/<br />

×