introduction to marketing comms lecture 6
TRANSCRIPT
![Page 1: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/1.jpg)
marketing Communications
…direct marketing
6
…introduction to…
…introduction to
![Page 2: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/2.jpg)
learning content…direct marketing
when it can be used
what it can achieve
what it is
![Page 3: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/3.jpg)
what is direct marketing?
…it’s about managing customer behaviour
…it’s a complimentary tool for other mar comms activities
…as with sales promotion, DM can drive a response
…a response linked directly to behaviour
![Page 4: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/4.jpg)
direct marketing
is a comms tool used to create and sustain a personal and intermediary-free dialogue with customers, potential customers and other significant stakeholdersthis should be a measurable activity with a view to creating and sustaining a mutually rewarding relationship
other tools of promotion tend to address mass audiences not individuals – DM is one-to-one
![Page 5: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/5.jpg)
generates a series of communications and
responses measurable activity
builds trust and commitment (Ganesan, 1994)
initially direct mail was the main tool but
now a range of other media
develops relationshipsprecise target marketing possible
the role of direct marketing…
minimise waste and increased profits
![Page 6: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/6.jpg)
differences between mass and direct media
Mass mediasegmenting
recall, recognition and image measurement
De Pelsmaker et. Al., 2007
mass, one-way communicationsmarket share
Direct mediaindividualising
response measurement
targeted two-way communicationscustomer share
![Page 7: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/7.jpg)
![Page 8: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/8.jpg)
![Page 9: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/9.jpg)
![Page 10: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/10.jpg)
![Page 11: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/11.jpg)
![Page 12: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/12.jpg)
![Page 13: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/13.jpg)
types of direct marketing
complementary
primary differentiatorsales channel
brand vehicle
![Page 14: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/14.jpg)
complementary
Complements other elements of the communications mix and used to support the brand …used to generate leads, increase awareness, inform and reinforce
![Page 15: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/15.jpg)
![Page 16: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/16.jpg)
primary differentiator…the main form of communications
…great for reaching ‘niche’ markets
![Page 17: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/17.jpg)
…sales channel
…mainly used for ‘telemarketing’ or ‘telesales’
…using direct marketing as a sales tool…is it ethical?
Supported by technology and databases……it’s less profitable than personal, face-to-face personal selling but still has value
![Page 18: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/18.jpg)
brand vehicle
…the brand, and even the company, only operate via direct marketing activities
…facilitated by technological developments
![Page 19: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/19.jpg)
![Page 20: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/20.jpg)
drivers of growth…
technology
communication and interaction
capture and collect info – scanners, smart cards, loyalty schemes
information processing – database marketing and analysis
gives the ability to target customers much
more precisely
![Page 21: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/21.jpg)
changing market contextcontinued fragmentation in the media and audiences requires finely tuned segmentation and communication
devicesthe changing needs of management - now requires managers to respond quickly plus justify their use and allocation of resourcesthe emergence of relationship marketing principles
Fill, 2009
drivers of growth…
![Page 22: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/22.jpg)
databases consist of many layers of info…
segmentation data… e.g. age, lifestyle, attitudinal variancesinformation gathered from customer transactionslifestyle data can be combined with customers transaction histories to create complex forms of biographies
response analysis also helps identify the best customers and those which are most responsive to direct mail or mail order
drivers of growth…
![Page 23: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/23.jpg)
social media
…and the platform providers use this to monetise what they do
we share almost everything…
![Page 24: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/24.jpg)
social media
![Page 25: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/25.jpg)
dark direct…
![Page 26: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/26.jpg)
permissions marketing
…transactional data is still private and controlled by law
there are concerns about privacy and the need
for ‘sensitive’ communications
quite simply ‘permissions’ or ‘permission-based’ marketing is about…“getting the OK from individuals to market to them” Smith, 2004
![Page 27: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/27.jpg)
permissions marketing…if we get explicit permission, then we can deliver…
…a reduction in cost and clutter
we need to get attention when they are prepared to give it
…improved relevance – personalised, customised, recognition
…better organisation at the information search stage
![Page 28: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/28.jpg)
telemarketing
carelines
inserts
postal
direct ‘response’ media
digitalcan include response mechanisms in advertising media
![Page 29: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/29.jpg)
direct marketing and personal selling
In B2B channels direct marketing is a great tool for supporting the sales force
it can improve performance and enhance customer satisfaction
telemarketing
Fill, 2009
direct mail
digital
![Page 31: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/31.jpg)
![Page 32: Introduction to Marketing Comms Lecture 6](https://reader033.vdocuments.mx/reader033/viewer/2022042907/58cee1581a28ab333d8b477d/html5/thumbnails/32.jpg)
learning content…direct marketing
when it can be used
what it can achieve
what it is