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Direct Marketing, CRMInteractive Marketing
andPublic Relations
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DIRECT MARKETING
The system of marketing by which
organisations communicate directly with
target customers to generate a
response or transaction. This response may
take the form of an inquiry, a purchase or even a vote.
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DIRECT MARKETING
Direct Mail, Mail Order, Database Marketing,
Telemarketing, Catalogues,
Electronic Shopping,TV Shopping, E mail
and direct response ads through
Direct Mail, the internet and various broadcast
and print media
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DIRECT MARKETING
Amway
Dell
Aquaguard
Tupperware
Avon
Teleshoppe
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DIRECT MARKETING
Direct Mail - Key to the success is mailing list
Catalogs Through Mail, Internet and Retail
Stores : Fingerhut, Alloy, J C Penny
Broadcast Media Infomercials
Teleshopping
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DIRECT MARKETING
Print Media Ads with direct response coupons
Telemarketing
Electronic Teleshopping
Direct Selling Tupperware, Avon , Amway
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APPROACH TO DIRECT MARKETING
One Step ApproachDirect approach to obtain an order like Infomercials
Two Step Approach
Screen or qualify potential buyers
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DATABASE MARKETING
The use of specific information
about individual customers and/or prospectsto implement more effective and efficient
marketing communications
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ADVANTAGES OF DIRECT MARKETING
Selective Reach
Segmentation Capabilities
Frequency
Flexibility
Timing
Personalisation
Costs
Measures of effectiveness
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DISADVANTAGES OF DIRECT MARKETING
Image Factors
Accuracy
Content Support
Rising Costs
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CRM
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CUSTOMER RELATIONSHIPMANAGEMENT
Covers concepts used by companies
to manage their relationships with customers,
including the capture, storage and analysis
of customer, vendor, partner and internal
process information.
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CUSTOMER RELATIONSHIPMANAGEMENT
CRM is not just a technology ,
but rather a comprehensive approach to an organization's
philosophy in dealing with its customers.
Includes policies and processes, front-of-house customer
service, employee training, marketing, systems and
information management
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3 ASPECTS OF CRM
1. Operational - automation or support of customer
processes that include a companys sales or service
representative
2. Collaborative - direct communication with customers
that does not include a companys sales or service
representative ( Self Service )3. Analytical - analysis of customer data for a broad
range of purposes
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TECHNOLOGY CONSIDERATIONS
A database to store customer information : can be a CRM
specific database or an enterprise data warehouse
Operational CRM : customer agent support software
Collaborative CRM : customer interaction systems e.g. an
interactive website, automated phone systems etc. Analytical CRM : statistical analysis software as well as
software that manages any specific marketing campaigns
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KEY FUNCTIONALITIES
Marketing
Sales
Service
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AREA OF CONCERN
Customer Privacy
Data Security
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TOP SOFTWARE CRM VENDORS
Vendor Global Revenue(Million US$)
SAP 1,475
SIEBEL 966ORACLE 368SALESFORCE.COM 281
AMDOCS 276Others 2,333Total 5,698
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The Internetand
Interactive Media
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INTERACTIVE/INTERNET MARKETING
Interactive Media through
Internet , CD-ROMs , Kiosks and Interactive TV ;
allow for a back and forth flow of
information , whereby users can participate
in and modify the form and content of theinfo they receive in real time
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INTERACTIVE/INTERNET MARKETING
Internet is a promotional medium
Internet is a medium that
can be used to execute all the elements of the
promotional mix
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E-COMMERCE
B2B Marketing
Indiamart.com, Indianyellowpages.com, seekandsource.com,
01markets.com, 123stones.com
B2C Marketing
C2C Marketing
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DEVELOPING AND
MAINTAINING A WEBSITE
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COMMUNICATIONS OBJECTIVES
Create awareness
Generate Interest
Disseminate information
Create an image
Create a strong brand
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ADVERTISING ON THE INTERNET
Banners
Sponsorships
Pop-Ups
Links
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ADVANTAGES OF THE INTERNET
Target Marketing
Message Tailoring
Interactive Capabilities
Information Access
Sales Potential
Cont.
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Public Relation
Identify internal and external stakeholders Assess the corporate reputation
Audit corporate social responsibility Create positive image building activities Prevent or reduce image damage
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Stakeholders
Internal Employees Unions
Shareholders Channel Members Customers
External Media Local communities
Financial communities Government Special Interest group
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Activities that Affect aCompanys Image
Image-Destroyingactivities Discrimination Harassment
Pollution Misleading
Communication Deceptive
Communications Offensive communication
Image Building activities Empowerment of
employees
Charitable contribution Sponsoring Local events Selling environmentally
safe products
Outplacement programs Supporting community
events
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Sponsorship
Sponsorship marketing means companypays money to sponsor someone, somegroup, or something that is part of anactivity
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Sponsorship Objectives
Enhance a Company Image Increase a firms visibility
Differentiate a company from itscompetitors Showcase specific goods and service
Help a firm develop closer relationshipwith current and prospective customers Sell excess inventory
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Marketing expenditure onsponsorships and event
1. Sport-69%2. Causes-10%
3. Entertainment, tours and attractions-11%4. Festivals, fairs and annual events-5%5. Arts-6%
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Thank You