Direct Marketing, CRM Interactive Marketing and Public Relations

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

DIRECT MARKETING
Print Media Ads with direct response coupons Telemarketing Electronic Teleshopping Direct Selling Tupperware, Avon , Amway

APPROACH TO DIRECT MARKETING

One Step Approach
Direct approach to obtain an order like Infomercials

Two Step Approach

Screen or qualify potential buyers

DATABASE MARKETING
The use of specific information about individual customers and/or prospects

to implement more effective and efficient

marketing communications

3 FORMS OF DIRECT SELLING

Repetitive Person to Person Selling - Amway Non-Repetitive Person to Person Selling

Encyclopedia Britannica
Party Plans - Tupperware

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 RELATIONSHIP MANAGEMENT

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 RELATIONSHIP MANAGEMENT

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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CHANNELS OF COMMUNICATIONS
Communication Channel / CRM Module
Marketing

Direct

Internet

Call Center
Tele Marketing

Online Marketing Web Shop Online Service

Web Marketing

Sales Service

Tele Sales Customer Self Service Portal Tele Service

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AREA OF CONCERN
Customer Privacy

Data Security

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TOP SOFTWARE CRM VENDORS

Vendor SAP SIEBEL ORACLE SALESFORCE.COM AMDOCS Others Total Global Revenue (Million US$) 1,475 966 368 281 276 2,333 5,698
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The Internet and

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 the info 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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MEASURING EFFECTIVENESS OF THE INTERNET

Audience Measures and measures of
effectiveness

Online Measuring
Recall and Retention

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ADVANTAGES OF THE INTERNET

Target Marketing Message Tailoring Interactive Capabilities Information Access Sales Potential
Cont.

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ADVANTAGES OF THE INTERNET

Creativity Exposure Speed Complement to IMC

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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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Image-Destroying activities Discrimination Harassment Pollution Misleading Communication Deceptive Communications Offensive communication

Activities that Affect a Companys Image

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 company pays money to sponsor someone, some group, or something that is part of an activity

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Sponsorship Objectives
Enhance a Company Image Increase a firms visibility Differentiate a company from its competitors Showcase specific goods and service Help a firm develop closer relationship with current and prospective customers Sell excess inventory
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Marketing expenditure on sponsorships and event

1. 2. 3. 4. 5. Sport-69% Causes-10% Entertainment, tours and attractions-11% Festivals, fairs and annual events-5% Arts-6%

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Thank You

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