module 4 direct marketing

Module 4: Direct Marketing

4.1 Direct mail and email

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What is direct mailing?

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https://commons.wikimedia.org/wiki/File:1935_welcome_1st_Direct_Mail.jpg?uselang=es

- Can include cell phone text messaging, email, interactive consumer websites, online display ads, database marketing, fliers, catalog distribution, promotional letters, targeted television commercials, response-generating newspaper/magazine advertisements, and outdoor advertising

- Also called “direct response”

What is direct mailing?

www.henter.cohttps://upload.wikimedia.org/wikipedia/commons/5/5a/Frank_E._Davis_Fish_Company_marketing_letter%2C_1928.jpg?uselang=es

- Concentrates on customer, data and accountability

- Analytics and measurement

- Create actionable segments

Measure your results with clear

calls to action

- Use a specific call to action

- Emphasis on trackable, measurable answers and results

- Suits businesses of all sizes

- Demostrable results

https://commons.wikimedia.org/wiki/File:MW-StyleGuide-CallToAction.png?uselang=es

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What is a mailing list?

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- Collection of names and (email) adresses

- You can’t send email without permission (Spam)

- Email Marketing Tools: Mail Chimp, Aweber etc.

- List of email addresses,- Subscribers receiving mail- Publications (email messages) sent to addresses, and- A reflector (single email address that, when designated as the recipient of a message, will send a copy of that message to all of the subscribers)


4.2 Leafleting

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Leafleting

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- Small businesses/ local services

- Door-to-door marketing- Inexpensive- Door-drop marketing- Mass marketing in a local

field

Objectives

- Acquiring new customers

- Increasing sales- Highlighting a

special event or promotion

- Delivering coupons - Catalogues/

samples- Boost sales- Cheaper but lower

response vs. Direct mailwww.henter.co

Creating and printing

- Well designed + professionally printed

- Creative- Defined message- Include call to

action- Capture attention- Adapt shape and

size to your needs

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Distribution & Measuring

- Do it Yourself- Employ

someone- Special door-

drop delivery companies

- Study local area to know where to let your flyers

- Use promos or coupons to track results

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4.3 Mobile Marketing

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Mobile Marketing

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- SMS- MMS- Apps- Mobile Web marketing

- QR Codes

SMS and MMS

SMS = Short Message Service Popular in the early 2000s Read within 4 minutes Guidlines by IAB (Interactive

Advertising Bureau) and Mobile Marketing Association (MMA)

Initially many SPAM messages MMS = Multimedia Message

Service MMS could contain slideshows,

text, audio, video etc.

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https://commons.wikimedia.org/wiki/Short_message_service#/media/File:SMS-mobile.jpg

Apps

Increased use of smartphones

Engagement, direct payment, targeted advertising

In-game mobile marketing

advergaming

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https://commons.wikimedia.org/wiki/File:Techpot_mobile_app_plantcare_10.jpg?uselang=es

Mobile web marketing

Ads on mobile web pages

Mobile Marketing Association guidelines

Advertising networksWeb forms and web

pages can be integrated with apps

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https://commons.wikimedia.org/wiki/File:IPad_running_Commons_mobile_app.jpeg?uselang=es

QR codes

QR = Quick Response Access a web site

scanning a 2D imageURL normally

includes tracking feature

used more in Asia and Europe than US

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https://commons.wikimedia.org/wiki/Category:Quick_Response_Codes#/media/File:AboutMunzee.png