Lektion 10: Integrated Marketing Communications 2: Direct & Digital Communications

An interactive approach to marketing that uses individually addressable media to provide information, stimulate demand, and stay close to customers.

Using a loyalty card database to send coupons for products you frequently buy.

The methodologies, technologies, and capabilities used by firms to manage customer relationships.

A hotel recording your room preferences to ensure they are met on your next visit.

Material sent through the postal service to the recipient’s home or business address to promote a product.

A credit card offer sent to your house

The use of the telephone to sell directly to consumers or business customers.

Cold calling (Outbound) or Customer Service lines (Inbound).

The achievement of marketing objectives through the use of email communications. It is often used to build relationships and generate referrals.

Sending a monthly e-zine (electronic magazine) to subscribers with exclusive offers

The use of wireless technologies such as Short Messaging Services (SMS), Multimedia Messaging Services (MMS), and Mobile Display Advertising (MDA) to communicate with customers.

Sending a text message with a discount code to a customer when they are near a store (location-based).

Advertising in mass media (TV, Print) that includes a mechanism for the audience to respond directly to the advertiser.

“Call this number now to order" TV ads.

Marketing activities designed to generate excitement and word-of-mouth about a brand.

Creating a funny video hoping people will share it with friends.

A strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth.

Dove's "Evolution" video.

The process of creating an online presence directed by business objectives and target audience requirements. It focuses on usability, navigation, and consistency.

Designing a website with simple navigation ("ugly and functional") so users don't get lost.

The process of achieving the highest possible position or ranking in the organic (non-paid) listings on a search engine’s results page.

Using specific keywords (like "teddy bears") in a website's title and content to appear first in Google results.

A set of principles for creating effective online content: Behavioural (does it trigger action?), Essential (is it useful?), Strategic (does it support business goals?), and Targeted.

Ensuring a blog post isn't just "space filler" but actually encourages a customer to buy or engage.

Online content created by people (consumers) rather than the brand itself, such as blogs, tweets, videos, and reviews.

A customer posting a video review of a product on YouTube or writing a hotel review on TripAdvisor.

Oral communication with prospective purchasers with the intention of making a sale.

A car salesman talking you through the features of a vehicle.

A salesperson whose major objective is to persuade the customer to make a direct purchase.

Double-glazing salesperson or B2B software sales.

A salesperson who responds to already committed customers.

A cashier at a supermarket.

The step in the selling process where the salesperson asks for the order.

"Would you like that delivered on Monday or Tuesday?".

The analysis, planning, implementation, and control of sales force activities.

Recruiting, training, and motivating the sales team.