direct database marketing
Post on 06-Apr-2018
216 Views
Preview:
TRANSCRIPT
-
8/3/2019 Direct Database Marketing
1/23
Direct & Database MarketingDirect & Database Marketing
Prof. Rushen Chahal
Prof. Rushen Chahal
-
8/3/2019 Direct Database Marketing
2/23
Direct & Database MarketingDirect & Database Marketing
Class Rules:
y Attend every class 100% & never be late.
y A
ttention to be focused on the classy Do not plagiarize
y No late assignments (and turn is as I ask)
y
Participate in class (Im only thefacilitator)
y Read the news (assignment later)
Prof. Rushen Chahal
-
8/3/2019 Direct Database Marketing
3/23
Learning Objectives:
y Define direct & database marketing(DDM)
y Understand & apply DDM concepts andmethods
y Understand concept of integrated
marketing & the role of DDMy Hands-on practice with DDM software
y Implications of current events
Prof. Rushen Chahal
Direct & Database MarketingDirect & Database Marketing
-
8/3/2019 Direct Database Marketing
4/23
Lets jumpLets jump
right in!right in!
Prof. Rushen Chahal
-
8/3/2019 Direct Database Marketing
5/23
The New Direct Marketing is aninformation driven marketing process,
made possible by database technology,that enables marketers to develop, test,implement, measure, and appropriatelymodify customized marketing programs
and strategies.New Direct Marketing, 3rd Edition, by David Shepard
Associates
Prof. Rushen Chahal
Direct & Database MarketingDirect & Database Marketing
-
8/3/2019 Direct Database Marketing
6/23
y Consists of ways of thinking, principles
and tangible elements
y What are the tangible elements of direct
marketing?
Prof. Rushen Chahal
Direct & Database MarketingDirect & Database Marketing
-
8/3/2019 Direct Database Marketing
7/23
Direct Marketings Tangible Elements
y
The database itselfy Communications that invite a direct
response
y Direct distribution of goods
Prof. Rushen Chahal
Direct & Database MarketingDirect & Database Marketing
-
8/3/2019 Direct Database Marketing
8/23
Possible definitions:
Any activity which creates and exploits adirect relationship between you and your
customerDrayton Bird, 1989
Direct marketing is a way ofacquiring and keepingcustomers by providing a frameworkfor three
activities: analysis of individual customer information,strategy formation, and implementation such thatcustomers respond directly
Alan Tapp, 2004
Prof. Rushen Chahal
Direct & Database MarketingDirect & Database Marketing
-
8/3/2019 Direct Database Marketing
9/23
The Database - Interactive Marketings
Essential Difference:
y who our customers are
y what they buy
y leads to what they want from us
y how much they are worth to us
=> create relationships over time?
Prof. Rushen Chahal
Direct & Database MarketingDirect & Database Marketing
-
8/3/2019 Direct Database Marketing
10/23
Handling Customers Over TimeHandling Customers Over Timey Your database allows you to understand your
customers history with you and so predict
their future needs
Prof. Rushen Chahal
-
8/3/2019 Direct Database Marketing
11/23
General marketing: product focus
build a brand and advertise it
distribution to retail
customer initiates buying
Database marketing: customer focus
get to know customer because you start recordingyour transactions with them
maybe distribute direct
company initiates contact
Prof. Rushen Chahal
Direct & Database MarketingDirect & Database Marketing
-
8/3/2019 Direct Database Marketing
12/23
Similarities: in the initial stages of strategyformulation
General marketing & DDM marketing:
New product development
Strategic thinking (SWOT)
Research methods and testing
Prof. Rushen Chahal
Direct & Database MarketingDirect & Database Marketing
-
8/3/2019 Direct Database Marketing
13/23
Direct & Database Marketing 2009Direct & Database Marketing 2009
GM vs DDM differences = in the content &
execution of the strategy
General Marketing:
communications uses mass media to build
brands
sales promotions in retail environment
Prof. Rushen Chahal
-
8/3/2019 Direct Database Marketing
14/23
GM vs DDM differences = in the content &execution of the strategy
Direct & Database Marketing:
Uses mass media when addressing new prospects
Uses personal media-direct mail, telemarketing, whendeveloping relationships with existing customers
Focus on customers, rather than products
x get to know customer because you start recording your
transactions with them maybe distribute direct
company initiates contact
Prof. Rushen Chahal
Direct & Database MarketingDirect & Database Marketing
-
8/3/2019 Direct Database Marketing
15/23
GM vs DDM differences = in the content &execution of the strategy
General Marketing: measurement Market research techniques to understand &
predict customers likely behaviour
Direct & Database Marketing:measurement
Marketers analyse behaviour to predict bestresponding people & the best offers to make
Prof. Rushen Chahal
Direct & Database MarketingDirect & Database Marketing
-
8/3/2019 Direct Database Marketing
16/23
GM vs DDM differences = in the content &execution of the strategy
Direct & Database Marketing:
y Is more expensive, on a per-customer basis
y A way of buying a closer relationship customer
First individual information
Subsequent precision & control in customer contactI.e., Marketers analyse behaviour to predict best
responding people & the best offers to make
Prof. Rushen Chahal
Direct & Database MarketingDirect & Database Marketing
-
8/3/2019 Direct Database Marketing
17/23
Direct & Database Marketing 2009Direct & Database Marketing 2009
A Complete System of Marketing:
y market analysis and research
y
segmentation and positioningy making an offer
y creating relationships
are alldone within a database marketingframework
Prof. Rushen Chahal
-
8/3/2019 Direct Database Marketing
18/23
3 levels of direct marketing:
y DDM drives the business
y DDM drives all or part of the marketing
strategy
y DDM is used within the communications
mix
Prof. Rushen Chahal
Direct & Database MarketingDirect & Database Marketing
-
8/3/2019 Direct Database Marketing
19/23
Database Marketing: 3 Broad Types ofDatabase Marketing: 3 Broad Types of
ApplicationApplication
Prof. Rushen Chahal
DM
DM
DM
1. Stand alone
3. Peripheral
2. Integrated
-
8/3/2019 Direct Database Marketing
20/23
Reasons for growth:
Social:
y Fragmentation of societyy Proliferation of media
y Greater consumer sophistication
y Consumers want to be in control
Prof. Rushen Chahal
Direct & Database MarketingDirect & Database Marketing
-
8/3/2019 Direct Database Marketing
21/23
Reasons for growth:
Business:
y
Ever more competitiony Drive for cost-effectiveness
y Interest in consumer retention & loyalty
y Continuing drop in computer processingcosts
Prof. Rushen Chahal
Direct & Database MarketingDirect & Database Marketing
-
8/3/2019 Direct Database Marketing
22/23
DDM Advantages:
y Lead grading
y Customized targeting at the right time
y New information & past results help
formulate strategy
Prof. Rushen Chahal
Direct & Database MarketingDirect & Database Marketing
-
8/3/2019 Direct Database Marketing
23/23
DDM Advantages:
y Information can drive new programs &
fuel new revenue sourcesy Information can foster new new services
& generate repeat orders
y
Ongoing communication efforts canincrease customer loyalty
Prof. Rushen Chahal
Direct & Database MarketingDirect & Database Marketing
top related