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TOURISM
MARKETING
QUESTION
Describe the relationship
between internet
marketing, database
marketing, and direct
marketing?
Direct Marketing
“an interactive system of marketing
that uses one or more advertising
media to effect a measurable
response and/or transaction at any
location, with this activity stored on a
database.” Direct Marketing magazine
Direct Marketing
Direct marketing is a form of advertising that reaches its audience without using traditional formal channels of advertising, such as TV, newspapers or radio.
Businesses communicate straight to the consumer with advertising techniques such as fliers, catalogue distribution, promotional letters, and street advertising.
Direct Marketing
Direct Advertising is a sub-discipline
and type of marketing.
It sends its message directly
to consumers, without the use of
intervening commercial
communication media.
Another characteristic is the core
principle of advertising driving a
specific "call-to-action.".
Direct Marketing
Direct marketing is predominantly used by
small to medium enterprises with limited advertising budgets
enterprises without a well recognized brand message.
A well executed direct advertising campaign offers positive return on investment.
Direct Marketing
Direct advertising is straight to the
point, it offers a product, service or
event and explains how to get the
offered product, service or event.
Direct marketing is attractive to many
marketers, because in many cases its
positive effect can be measured
directly.
Reasons for the growth of
direct marketing.
Credit cards
Working women
Technology
Channels of Direct Marketing
Direct mail: junk mailused by advertisers who send paper mail
to all postal customers in an area or to all customers on a list.
includes advertising circulars, catalogs, free trial CDs, pre-approved credit card applications
delivered by mail or delivered to consumers' mailboxes by delivery services other than the Post Office.
Channels……
Telemarketing:
marketers contact consumers by
phone.
This process may be outsourced to
specialist call centres.
Email Marketing:
By email
Door-to-Door Leaflet Marketing:
Database Marketing
Database marketing is a form
of direct marketing.
Uses databases of customers or
potential customers to generate
personalized communications in order
to promote a product or service.
The method of communication can be
any addressable medium, as in direct
marketing.
Database Marketing
The distinction between direct and
database marketing stems primarily
from the attention paid to the analysis
of data.
Database marketing emphasizes the
use of statistical techniques to develop
models of customer behaviour,
These are then used to select
customers for communications.
Database Marketing
Database marketers also tend to be
heavy users of data warehouses.
The "database" is usually name,
address, and transaction history
details from internal sales or delivery
systems,
It can also be a bought-in compiled
"list" from another organization, which
has captured that information from its
customers.
Database Marketing
Typical sources of compiled lists are
charity donation forms
application forms for any free product
or contest
product warranty cards
subscription forms
credit application forms.
Direct &Database Marketing
Advantages:
Lead grading
Customized targeting at the right time.
New information & past results help
formulate strategy
Direct &Database Marketing
Advantages:
Information can drive new programs & fuel new revenue sources
Information can foster new newservices & generate repeat orders
Ongoing communication efforts can increase customer loyalty
Internet Marketing
I-marketing
web-marketing
online-marketing
Search Engine Marketing (SEM)
e-Marketing
Is the marketing of products or
services over the Internet.
Internet Marketing
The Internet has brought media to a
global audience.
Internet marketing ties together
creative and technical aspects of the
Internet including: design,
development, advertising, and sales.
Internet Marketing
Internet marketing is considered to
have a broader scope because
it refers to the Internet, e-mail, and
wireless media.
also includes management of digital
customer data and electronic
customer relationship management
(ECRM) systems.
Business Models for Internet
Marketing…. e-commerce — this is where goods
are sold directly to consumers (B2C)
or businesses (B2B)
Lead-based websites — this is an
organization that generates value by
acquiring sales leads from its website.
Publishing — this is the sale
of advertising.
Business Models
local internet marketing - this is the
process of a locally based company
traditionally selling belly to belly and
utilizing the Internet to find and nurture
relationships, later to take those
relationships offline.
Business Models
Affiliate marketing — this is the
process in which a product or service
developed by one person is sold by
other active sellers for a share of
profits.
The owner of the product normally
provide some marketing material
(sales letter, affiliate link, tracking
facility).
Business Models
Blackhat marketing - this is a form of
internet marketing which employs
deceptive, abusive, or less than
truthful methods to drive web traffic to
a website or affiliate marketing offer.
This method sometimes includes
spam, cloaking within search engine
result pages, or routing users to pages
they didn't initially request.
Advantages
Internet marketing is relatively inexpensive when compared to the ratio of cost against the reach of the target audience.
Companies can reach a wide audience for a small fraction of traditional advertising budgets.
The nature of the medium allows consumers to research and purchase products and services at their own convenience.
Advantages
Businesses have the advantage of
appealing to consumers in a medium
that can bring results quickly.
The strategy and overall effectiveness
of marketing campaigns depend on
business goals and cost-volume-profit
(CVP) analysis.
Advantages
Can measure statistics easily and
inexpensively.
All aspects of an Internet marketing
campaign can be traced, measured,
and tested.
Internet marketing can offer a greater
sense of accountability for advertisers.
Advantages
The results of campaigns can be
measured and tracked immediately
because online marketing initiatives
usually require users to click on an
advertisement, visit a website, and
perform a targeted action.
Thank you
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