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Marketing Notes - Direct and Online Marketing
Description:
Basic notes from core MBA marketing course
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
- electronic storefronts
- web pages
- forums, news groups
- 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
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