Direct marketing through internet

Presented by,Vishnu Thankachan

S3, MBANO: 029

Direct marketing

• “an interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location ”

It includes

• Direct selling • Direct mail • Telemarketing • Internet selling • Direct action marketing • Catalogue selling • Television/ print media • Cable TV

Factors contributing to the growth of direct marketing

• Consumer Credit Cards • Direct Marketing Syndicates Creating Opportunities• Changing Structure of American Society • Technological Advances• Ability to measure effects of direct marketing efforts

Direct Marketing through Internet

• The companies that generate the most profits from online marketing, like any other forms of marketing, are those that use direct marketing principles in everything they do.• Direct marketing, unlike traditional marketing, is all about

achieving a return on investment from your advertising spend and tracking the response from each individual campaign. • Direct marketing focuses on producing immediate profits or

results. Traditional marketing is about ‘branding’.

Objectives

• Create awareness• Generate interest• Disseminate information• Create an image• Create a strong brand• Stimulate trial• Create buzz• Gain consideration

The internet and integrated marketing communications• Web 1.0 and 2.0• Advertising on the internet

BannersSponsorshipsInterstitials LinksPaid searchBehavioural targeting

Contextual AdsRich mediaOnline commercialsVideo on demand