direct & mobile marketing international university college
TRANSCRIPT
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Direct & Mobile Marketing
International University College
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Contents
1. Definition
2. Techniques
3. Objectives
4. Benefits
5. Mobile Marketing & The iPhone
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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)
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Direct Marketing
Capital Equipment Raw materials Services Consumables/Stationery
Awareness Interest Desire Action
Direct MarketingSales Promotion
Personal SellingAdvertising
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Techniques of DM
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Objectives
• Direct ordering
• Information giving
• Visit generation
• Trail generation
• Loyalty creation
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When to use?
• Initiation
• Relationship building
• Combination selling
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Benefits
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Database creation and management
• Customer information• Keep and resell– “Welcome”– Selling up– Selling across– Renewal– Lapsed customers
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Mobile Marketing
• 89% of big companies will use MM in 2009• Mobile phone applications• Online interactivity• Build strategic relationships
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iPhone• Augmented product offer• NPD platform – an industry standard• Generic applications – SDK
In App Purchase
Peer to Peer
Accessories
Push Notification
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Examples
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Examples
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Examples
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Lets have a look!
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Lets have a look!
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Lets have a look!
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The scale
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111,111,111 downloads per month
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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
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Q&A?