Direct & Mobile Marketing

International University College

Contents

1. Definition

2. Techniques

3. Objectives

4. Benefits

5. Mobile Marketing & The iPhone

Definition

• An interactive system of marketing which uses one or more advertising media to affect a measurable response at any location.

Brassington & Pettitt (2005, p.361)

• Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting relationships.

Philip Kotler (2009, p.480)

Direct Marketing

Capital Equipment Raw materials Services Consumables/Stationery

Awareness Interest Desire Action

Direct MarketingSales Promotion

Personal SellingAdvertising

Techniques of DM

Objectives

• Direct ordering

• Information giving

• Visit generation

• Trail generation

• Loyalty creation

When to use?

• Initiation

• Relationship building

• Combination selling

Benefits

Database creation and management

• Customer information• Keep and resell– “Welcome”– Selling up– Selling across– Renewal– Lapsed customers

Mobile Marketing

• 89% of big companies will use MM in 2009• Mobile phone applications• Online interactivity• Build strategic relationships

iPhone• Augmented product offer• NPD platform – an industry standard• Generic applications – SDK

In App Purchase

Peer to Peer

Accessories

Push Notification

Examples

Examples

Examples

Lets have a look!

Lets have a look!

Lets have a look!

The scale

111,111,111 downloads per month

Importance of Mobile Marketing

• "The distance between Apple and the others is huge, we don't have time to look at other platforms seriously.“

Satoshi Nakajimapresident of Big

Canvas

Q&A?