Marketing Notes - Direct and Online Marketing

Direct Marketing

• Interactive system
• Uses advertising media to effect
• measurable response
• transaction
• Highly targeted & efficient exchanges
• Database marketing is critical

Online Marketing

• Most recent development
• Channel reached by PC & modem
1. electronic storefronts
2. web pages
3. forums, news groups
4. advertising online, e-mail

Issues of Concern

• Irritation
• Unfairness
• Deception & fraud
• Invasion of privacy

Marketing on the Internet

• Who's doing it?
• Whose customers are active?
• Whose are not interested?
• New tools / enhanced Web sites?
• Business in cyberspace?

Cluster Analysis of Information Users

• High Brow Information Achievers
• Information Strivers
• Learn & Play Families
• Mainstream Consumers
• Information Laggards
• Low Brows

Going Online - What To Do and Not Do (Unanswered Questions)

• How does Interactive fit with existing marketing programs?
• World Wide Web vs commercial online services?
• Who really understands this?
• Does it really work?

Organizational Impact

• Interactive as a channel
• Role of demographics
• Match target audience with user profile
• Know extent to which target audience can interact
• Allows for more message, but ...
• Must be fun, relevant, useful- avoid information dumps
• Invite interaction
• Build meeting places, not libraries
• Avoid short-term view of ROI