Comms2

Integrated Marketing Communications 2 Personal Selling & Direct Marketing

Personal Selling ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Sales Management involves … IMC Coordination Cisco Field E-Learning Connection – a global learning portal. Audio, video, live classes, text & other content e.g. mp3, e-mentors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Training the sales force: know the products & promotions, customer & competitor characteristics, needs, buying motives, procedures, active vs potential accounts. WWW-based training

Direct Marketing Trends ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Direct Marketing Growth: Benefits etc ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Customer Databases & Direct Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Database marketing & data mining ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Collect data from various sources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Direct Marketing Applications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online Marketing Domains ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Direct Mail Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Catalogues & Direct Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Telephone Direct Marketing – benefits & problems ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

DRTV & Kiosk Direct Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Kiosk marketing placing information & ordering machines in stores, airports, trade shows & other locations

Online Advertising & Promotions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Other Online Promotions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Vouchers/Couponing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing & Social Networking ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Improving Site Effectiveness ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Conversion Rates ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(“Using Conversion Rates to Measure Web Site Effectiveness and Improve ROI” http://www.websiteprofitdoctor.com/MC_BP_articles.asp?article=03_11_03_01.txt)

Conversion Rates ,[object Object],[object Object],(http://news.com.com/2010-1071-281288.html)

Customer Acquisition First Impression Merchandising and Selection Checkout Process Target Inappropriate Audience Unclear Marketing Message Slow Page Load Unengaging “ Look & Feel” Clumsy Site Navigation Ineffective Presentation No Access to Real-Time Help Ineffective Tools to Assist Selection Inadequate Selection Uncompetitive Price Excessive Shipping Costs Long Delivery Times Credit Card Validation Error Order Conversion Rate = 1.9% 100% Percent of Site Visitors Source: The Boston Consulting Group Factors influencing Conversion Rates

So … designers of user-interfaces …. centre on the user experience ,[object Object],[object Object],[object Object]

Online Marketing: Driving Traffic, Conversion & Sales Adapted from www.dbmarketing.com/.../Updike-Hughes%20Speech%20May%206%202009.ppt Get the book from Amazon.com or Borders.com

Transaction & Triggered e-mails ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Transaction emails – v. powerful ,[object Object],[object Object],[object Object],[object Object],[object Object]

Welcome Trigger Email ,[object Object],[object Object],[object Object]

Reminders E-mail Design Postcard design Email 11% increase in sales over postcard only. Increased number orders by 10% Promo cost +3% Result: Increased Contribution

Missing You Email ,[object Object],[object Object],[object Object]

Abandon Cart E-mail ,[object Object],[object Object],[object Object]

Poor Transactional E-mail Dear Valued Customer, Thank you for placing your order with BillBracket.com. We are currently processing order 64854019. In - stock item(s) wi ll arrive within 7 - 10 days Please add one business day for orders placed after 3:00 p.m. Pacific time and for gift - wrapped or inseamed items Monogrammed Items: If you ordered an embroidered item, please add one business day to your deliv ery timeframe For engraved items, please allow an additional eight to nine days For more information, click here . The status of your items is listed below: Item name Qty. Size Color Status Carpenter Jeans, Regular 1 34/30 Med. In Stock OES Cas ual Chinos Nano - Tex® -- Regular 1 34 Khaki Avail. 12/07/07 If you haven't already, sign up today for a personal Bill Bracket Login Account and you can track this order, plus all future orders! ] (Please note: it may take a day for order status to become a vailable.) We look forward to your next visit, Customer Service, Bill Bracket, Inc. BillBracket.com Check out our new arrivals and find great savings at BillBracket.com.

Microsoft example make a note of this easy-to- remember number So you can enter it here! Try reading this easy number over the phone !

Keeping subscribers - advice ,[object Object],[object Object],[object Object]

Guerilla & Viral Marketing ,[object Object],[object Object]

Sample examination question ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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