Module 1 ● Sell products online

Overview of direct marketing

INTRODUCTION TO DIGITAL
MARKETING

Direct marketing- is a form of advertising

that communicates a marketing message
directly to a potential customer. A direct
marketing campaign happens through Blogging - essentially an online diary or
emails, social media DMs, mail-order journal that’s shared publicly. It's a platform
catalogs, promotional flyers and coupons, where you can express your thoughts,
telemarketing, and door-to-door visit. ideas, experiences, or expertise on a
specific topic.
Digital Marketing- is a form of marketing
with the use of internet as a means to make A blog which contains video material is
reach through the filtered audience in called a video blog or video log. When a
different channels exist on the internet, with people write on a blog, they write is in the
the use of text, visual, graphical format. form of a post, which is a single piece of
writing on the blog. Posts often include links
INTRODUCTION TO DIGITAL to other websites. Blogs can have one or
MARKETING more writers. If they have more than one
● Content marketing & Search Engine writer, they are often called community
Optimization (SEO) blogs, team blogs, or group blogs because
● Graphic Designing the thoughts are made by more than one
● Search Engine Marketing (SEM) & person.
Google adwords
● Email Marketing BLOG MONETIZATION - To monetize a
● Google AdSense website, is a journey. It is unrealistic to
● Marketing expect that you can make one change to
● E- commerce marketing your website and it is going to provide you
with the best possible results. The best way
What you can do in this course to approach for monetizing a blog, is to
focus on to help people.
● Make money with YouTube and
blogging FACEBOOK- social networking site where
● Increase your social media following all the people like teenagers, adults and
● Grow your business up to 3X also parents can connect over this site from
● You can do as part time to earn all over the world. This site can also be
money considered as a time pass for all the people
● Start your own agency or online around the world.
selling
 - refers to an online social networking Content marketing - is a marketing
company is located in Menlo Park, technique to create and distribute content
California. It was made by Mark with the value of attracting a wide audience
Zuckerberg, with Harvard College with the aim of driving profitable customer
students and roommates. It is action. Search engine optimization refers to
considered as one of the Big Four a process to increase the quality and
technology companies along with quantity of website traffic to make the
Amazon, Apple, and Google. website easily visible for the site visitors.

GOOGLE ANALYTICS- refers to a website ❑ It includes how to market your content

traffic analysis application that provides
real-time statistics and analysis of customer ❑ How to generate content ideas for
interaction with the website. Google business
analytics enables website owners for
analyzing their visitors, with the goal of Search engine - optimization refers to a
interpret and optimize website's process to increase the quality and quantity
performance. of website traffic to make the website easily
- refers to one of the most popular digital visible for the site visitors SEO refers to the
analytics software. It is Google's free web improving the unpaid results and excludes
analytics service that allows you for direct traffic/visitors and the purchase of
analyzing detail about the customers on paid placement
your website. It provides insights that can
help you for shaping the success strategy of Graphic design - refers to a practical art
your business. that helps in communication. Visual
information is formed in such a way that it
Remarketing - that involves showing ads produces a message. This can be done by
to people who have come on your website placing words and pictures in ways that will
or have used your mobile app. This strategy get the attention of others. Graphic design
is a cost-effective way for increasing your can be done in different media. These
sales conversions because you are reaching include paper, video, labels, and websites.
out to customers who have already showed
interest in your products or services. We can use online graphic designing tools:
1. Logos
Remarketing- is a clever way to connect to 2. Facebook posts
your customers on your website who may 3. Instagram posts
not have made an immediate purchase or
enquiry. It allows you to position targeted SEARCH ENGINE MARKETING &
ads in front of an audience that had GOOGLE ADWORDS
previously came on your website as they
browse elsewhere around the internet. Search engine marketing refers to a
form of Internet marketing that includes
CONTENT MARKETING & SEO promoting the websites to make the
websites visible in search engine results advertisements on website pages to earn
pages via paid advertising. money when website visitor's view.

- SEM includes understanding google Affiliate marketing - refers to a

AdWords and many more marketing in which a business makes
payment to different affiliates for bringing
Google Ads - refers to an online different customers by the affiliate's own
advertising platform which is created by marketing efforts.
Google, where advertisers pay to display
many digital services, it includes how to - is the process of earning a
manage bids in ppc campaign. commission to promote other
people’s (or company’s) products.
Social media optimization - is a process You find a product you like, promote
to increase the awareness of a product, it to others and earn a profit over
brand etc. By using a number of social each sale that you make.
media outlets and communities for
generating viral publicity. Social media Ecommerce marketing - is a method to
optimization plays an important role for the make sales by creating awareness about an
success of a website. Social signals affect online store's product offerings and brand.
SEO of your blog, social media marketing Ecommerce marketing refers to a big
and optimization of your blog or Website Internet marketing strategy which uses an
has become equally important. for an ecommerce market for promoting a
E-commerce site, social media optimization businesses' brand, products, and services.
is very important, as now people use social
recommendations to buy products online. - Ecommerce marketing refers to
Moreover, being on social media will help spreading awareness about the
you for creating a brand of your own. products and services. Ecommerce
marketers can use various platforms
Email marketing - refers to a marketing and help to purchase online.
to send a commercial message to a group Amazon, ebay, Aliexpress, Zalando.
of people, with the use of email. Every
email which is sent to a potential or current Web design consists of many different skills
customer could be considered email and disciplines in the production and
marketing. It includes use email to send maintenance of websites. The web design
advertisements, request business etc and to includes various digital services.
build loyalty, trust, or brand awareness.
• It includes purchasing web hosting
AdSense (Google AdSense) - refers to • Purchasing domain domain names
an advertising placement service by Google.
The program is designed for website
publishers who want to display many
 Group 1- Module 2 Digital Marketing in Posts
Direct and Digital Marketing Posts - Digital marketing also called
ONLINE MARKETING
Direct Marketing- is a targeted approach - is the promotion of brands to connect with
that connects businesses with potential potential customers using the internet and
customers through personalized messages. other forms of digital communication.

3 Characteristics of direct marketing -online platforms to generate awareness

and sales for products or services.
1. Measurable Results
- campaigns can be tracked and 9 Types of Digital Marketing
measured to determine the 1. Pay-Per-Click (PPC)- also called
effectiveness. - allows businesses to “search advertising” is a type of digital
optimize their strategies for better marketing that empowers you to pay only
results. for the clicks you get on your ad.
2. Personalized Communication
- Direct marketing messages can be 2. Search Engine Optimization (SEO)- is
tailored to specific customer the practice of orienting your website to
segments. -This personalization rank higher on a search engine results page
helps build stronger customer (SERP) so that you receive more traffic.
connections.
3. Relationship Building 3. Email Marketing- is a fantastic way to
- By creating a direct connection with boost interest and awareness from potential
customers, businesses can build clients that already like your business
trust and loyalty, fostering long-term enough to join your mailing list.
relationships that drive repeat
business. The contents of your emails can be:

Benefits and Channels of Direct •New product or service announcements

Marketing •Special event invitations.
•Coupons and special offers
BENEFITS
- Increased ROI -Targeted Reach 4. Video Marketing- use of video content
- Enhanced Customer to promote a brand, product, or service.
- Engagement -Improved Brand High-quality video content helps increase
Awareness customer engagement.

CHANNELS 5. Social Media Marketing- also known

- Print as “digital marketing” “emarketing” is the
- Digital use of social media -the platforms on which
- Telemarketing users build social networks and share
information to build a company's brand, an existing interest in your company, or in a
increase sales, and drive website traffic. localized region.

6. Affiliate Marketing- is a marketing 4. Trustworthy: Unlike email marketing,

model in which thirdparty publishers direct mail allows your business to build
promote a merchant's goods or services and trust with its consumers. Sending a physical
receive a percentage of the sales or web form of a discount will help gain trust and
traffic made as a result. familiarity with your consumers.
7. Content Marketing- is creating and
curating content to attract new prospects 5. Get noticed: Sending direct mail may
and nurture them into leads. be the only feasible way to reach an
Your content might include: audience. Can help your brand reach
• Webinars customers quickly and overall help your
• Blogs store gain traffic.
• Online tutorials
• E-books Brief History of digital marketing
• Infographics - The concept of digital marketing
was born during the late 1900s. It
8. Mobile Marketing- is any advertising was thought that marketing and
activity that promotes products and services technology could not be separated.
via mobile devices, such as tablets and That was just the beginning, and
smartphones. subsequently, many steps were
followed to reach the stage that we
9. Viral Marketing- leverages social media are seeing today.
sites, sharing and word-of mouth to quickly
spread a marketing message or content 6 Opportunities in digital marketing
across the internet.
1. Profitable career- By using a digital
5 Continued relevance of Direct mail/ marketing platform, a brand can easily
advantages of direct mail advertising connect to its audiences globally faster than
in the traditional way.
1. Cost-effective: it is very effective since 2. Global opportunities- Today, digital
it save company money in comparison to marketing defies geographical boundaries.
digital advertising methods. One can be sitting in one corner of the
globe and easily market his products and
2. Personal: Consumers are able to services to people who may be in other
perceive direct mail as a personalized parts of the world.
message to them from a brand they like. 3. Business promotion- In today’s
scenario, if you want to be a successful
3. Target audience: When your company business owner, then learning digital
is utilizing direct mail advertising, you are marketing is mandatory.
able to reach a targeted audience that has
4. More creativity- Once you enter the fostering stronger customer
digital marketing field, you can enhance relationships and loyalty.
your creativity in any activity that you
perform. If you are looking for faster growth 4. Measurable Results
in your career, then entering the digital - Digital marketing tools provide
marketing field offers you endless valuable insights into campaign
opportunities. performance, allowing businesses to
5. Mobile platform- These days, more track key metrics and optimize their
than 60% of people carry mobile phones in strategies for better ROI.
their hands, and marketers can exploit this
platform. The availability of 4G and 5G and 5. Economic Growth
a few advanced tools, such as GPS and AR - Direct and digital marketing can help
can also attract digital marketers. small businesses reach new markets
6. Cost-effectiveness- If you look at the and expand their reach, contributing
cost aspects, then digital marketing will be to economic growth and job
much more cost effective than traditional creation.
marketing channels.
6. Improved Access to Information
7 Benefits for the Societies of - Digital marketing provides access to
developing and least developed information about products,
countries services, and opportunities,
( Benefits in developing countries) empowering consumers and
enabling informed decision-making.
1. Targeted Advertising
- Direct and digital marketing allows 7.Social Impact
businesses to reach specific - Marketing campaigns can promote
customer segments based on social awareness, encourage
demographics, interests, and responsible practices, and facilitate
behaviors, maximizing campaign communication about important
effectiveness. social issues.

2. Increased Brand Awareness NOTE: Direct and digital marketing offer

- Through strategic online and offline valuable benefits for both developed and
campaigns, businesses can build least developed countries. In developed
brand recognition and generate countries, these strategies contribute to
positive impressions among target business growth, brand building, and
audiences. customer engagement. In least developed
countries, they promote economic growth,
3. Enhanced Customer Engagement improve access to information, and drive
- Direct and digital marketing social impact.
channels offer opportunities for
personalized communication,
Benefits for the Posts of developed The classic five-piece direct mail
and least developed countries package: A tradition in north america
- Direct and digital marketing also direct marketing
provide important benefits for the
Posts of developing and least 1. an outer envelope with a so-called
developed countries “teaser” legend (something to tempt the
● DIRECT MAIL recipient to open the envelope);
● DIRECT MARKETING ACTIVITIES 2. a letter;
● PROMOTION OF DIRECT 3. a brochure;
MARKETING PRODUCTS AND 4. a card for responding by mail; and
SERVICES 5. a postage-paid envelope in which to send
the Response.
GROUP 2
MODULE 3 Two basic ways of direct marketing

What is digital marketing 1. Unaddressed direct Mail- is

- communications are delivered advertising mail that does not include a
through electronic devices, such as specific address for delivery. It can have an
personal computers, tablets, mobile envelope, or it can simply be an unwrapped
phones, game consoles and other flyer or brochure.
equipment.
- Digital marketing messages can be Benefits to advertiser: low-cost way for
sent through non internet channels advertisers to reach new or existing
like SMS and notifications on mobile customers in a specific area without
apps, or through Internet channels needing their names and addresses.
like e-mail, display ads and social - It can also help build mailing lists
media posts. through "hand-raising " techniques.

Types of direct and digital marketing ● Benefits to the post: In

developing countries, the lack of
postal codes and structured address
systems, along with poor-quality
mailing lists, makes direct mail
challenging. Promoting unaddressed
mail can help increase direct mail
volumes despite these obstacles.
Direct Mail Vehicles - Direct mail has
various physical manifestations or formats. ● Requisites to the post: To offer
Any of them can be used in addressed or unaddressed mail effectively, the
unaddressed versions. Post needs to provide geographical
segmentation, dividing cities into
zones by socio- economic levels and
 separating business from residential ● Requisites to the post: mail
areas. They must also estimate the doesn’t need special requirements
number of delivery points, including like geographical segmentation, but
doorbells in multi-unit housing, to it does require reliable delivery and
guide advertisers on how many may demand features like recipient
pieces to distribute. signatures or daily reports.

● Concern: Unaddressed mail is ● Control: shares the same

criticized for being wasteful and environmental concerns as
lacking targeting and customer unaddressed mail, but since it often
relationships. With global warming has higher response rates, it’s less
concerns and calls to reduce carbon criticized for waste. However, privacy
footprints, some countries are and data protection issues are more
considering "do not mail" registries. relevant with addressed mail

2. Addressed Direct Mail- Addressed

direct mail is sent to a specific recipient's DIRECT MARKETING, CONTACT
address and can include items like CENTRES & MOBILE APPS
envelopes, flyers, brochures, or even
three-dimensional items like parcels or ● Outbound telemarketing, in which
novelty items, all with an address label. the marketer calls the customer or
prospect, is one of the traditional
● Benefits to advertiser: targets forms of direct marketing.
specific individuals and can be
personalized based on recipient CATALOGUES: a very traditional use of
segments, often leading to higher direct mail, still much in vogue today.
response rates compared to
unaddressed mail, despite its higher LEAFLETS AND BROCHURES: very often
cost. used in unaddressed mail; some marketers
will also just send a brochure to known
● Benefits to the post: generally customers and prospects via addressed
generates higher revenues per item direct mail, either sealed with a wafer or
and faces less competition from wrapped in transparent polythene.
private deliverers than unaddressed
mail. NEWSLETTERS AND CIRCULARS:
information designed to inform and retain
-In developing countries, finding quality existing customers, donors to charitable
databases is challenging, but many service causes or members of organizations. They
industries have their own customer lists for can also be sent in envelopes, although this
effective addressed mail. increases the unit cost per mailing.
SELF-MAILER: although technically any of UNUSUAL SHAPES: in recent years,
the above can be sent without an envelope flat-mail postal pieces die-cut in unusual
and qualify as self-mailers, the term is most shapes, which increases the
often used to describe a single print piece attention-getting abilities of the mailing but
that is designed to be folded so that the at a much lower unit cost than dimensional
exposed panels have the mailing indicia, mail, have become increasingly popular.
return address and "teaser "copy on the
outside. TELEMARKETING- IS A FORM OF DIRECT
MARKETING WHERE SALES
Letters- with or without inserts, including REPRESENTATIVES USE TELEPHONE CALLS
the classic “direct mail package" TO PROMOTE PRODUCTS OR SERVICES TO
POTENTIAL CUSTOMERS. THE GOAL IS TO
-In orthodox direct marketing theory, the GENERATE LEADS, CLOSE SALES, OR
letter is the most important piece in any PROVIDE CUSTOMER SERVICE
mailing because it engages the customer
and explains why he or she has been TWO TYPES OF TELEMARKETING
targeted for this specific message.
1. Outbound Telemarketing - In this
POSTCARDS: an interesting low-cost type, telemarketers initiate calls to potential
option for direct mailers that can even be customers to introduce products, services,
used with high personalization. or promotions. This is often used for sales,
surveys, or political campaigns.
Dimensional Mailings- are
three-dimensional items like packages or 2. Inbound Telemarketing - Here,
tubes, rather than flat mail. telemarketers receive calls from customers
who respond to advertisements,promotions,
- They are more expensive to create or campaigns. The focus is on answering
and send but are used to grab queries, closing sales, or providing customer
attention, especially in support.
business-to-business (B2B) settings.
These mailings, often called "door MASS MEDIA ADVERTISING AS A
openers,"are designed to stand out DIRECT RESPONSE MECHANISM
and encourage recipients to engage - In mass media advertising, you can
with the sender. determine if a message is a direct
response ad.
CREATIVE ENVELOPES: Different shapes
and colours and handwritten addresses can if it contains two elements:
grab the recipient's attention, but they may -a clear call to
affect the machinability of the piece and -action and a way to respond
disqualify the sender from receiving bulk
mail rates in some cases. The media that can be used for this include
TV, radio, newspapers, magazines, cinema,
and outdoor advertising. Unconventional MASS MEDIA
methods such as ambient or guerrilla - means technology that is intended
marketing can also be used. to reach a mass audience. It is the
primary means of communication
- The goal of direct marketing is to used to reach the vast majority of
obtain the prospect' s contact data the general public.
for ongoing communication.
The most common platforms for mass
MASS MEDIA ADVERTISING AS A media: are newspapers, magazines, radio,
DIRECT RESPONSE 4 KEY FEATURES: television, and the Internet.

1.CALL TO ACTION (CTA): Internet marketing- is a form of

ADVERTISEMENTS FEATURE A CLEAR AND marketing that uses the Internet to promote
COMPELLING CALL TO ACTION, URGING a brand, product, or service via social
VIEWERS OR LISTENERS TO TAKE media, search, email, and other digital
IMMEDIATE STEPS, SUCH AS "CALL NOW!" channels. It is also known as online
OR "VISIT OUR WEBSITE TO ORDER. marketing, digital marketing, or website
marketing.
2. MEASURABLE RESULTS: UNLIKE
TRADITIONAL BRANDING CAMPAIGNS, GROUP 3
DIRECT RESPONSE ADVERTISING AIMS TO MODULE 4
GENERATE QUANTIFIABLE RESULTS. How Direct Marketing is Employed
METRICS SUCH AS CALL VOLUME,
WEBSITE TRAFFIC, AND CONVERSIONS How companies use Direct Marketing?
ARE TRACKED TO ASSESS THE CAMPAIGN'S - Direct marketing is extremely useful
SUCCESS. for countless business purposes,
among them distance
3. USE OF MULTIPLE MEDIA selling/e-commerce, lead generation,
CHANNELS: TV INFOMERCIALS, RADIO traffic generation, customer
ADS, PRINT ADS WITH TOLL FREE relationship building, customer
NUMBERS, AND DIGITAL BANNERS OR loyalty programmes, newsletters,
SOCIAL MEDIA ADS ARE TYPICAL coupons and sampling, fundraising,
EXAMPLES, ALL DESIGNED TO ENGAGE political campaigning, surveys, and
THE AUDIENCE ACROSS VARIOUS the growing area of omni-channel
PLATFORMS. marketing.
● For a Post in a developing or least
4. TIME SENSITIVITY: DIRECT developed country to be successful
RESPONSE ADS OFTEN EMPHASIZE in promoting direct marketing, it is
URGENCY BY OFFERING LIMITED-TIME very important to understand these
DEALS OR PROMOTIONS TO ENCOURAGE uses and what types of companies
IMMEDIATE ACTION. should be adopting them.
Distance Selling generation to draw the public to
- Traditionally, the term 'distance their premises.
selling' has been used in discussing
sales made via mail order, through • Benefits of traffic generation for
phone or SMS, or even from a digital Posts in developing and least
TV ad, for example. These types of developed countries: Because of its
sales don't require the presence of widespread usability, traffic generation is a
both the buyer and the seller. popular type of marketing, so there is a lot
of postal volume in play in both
E-commerce unaddressed and addressed direct mail.
- "Electronic commerce" is the trading
of goods and services online. The Outlook: As the geolocation capabilities of
internet allows individuals and mobile apps become better known to
businesses to buy and sell an retailers, direct marketing traffic generation
increasing amount of physical goods, promises to increase substantially.
digital goods, and services
electronically. Advice: It is important to measure the
results of traffic generation direct response
Lead Generation messages and to identify the ad media that
- is the process of generating brought the respondents.
consumer interest for a product or
service with the goal of turning that Customer relationship building and
interest into a sale. frequency or loyalty programs

Traffic Generation - Relationships are nurtured through

- is the use of marketing regular communications with
communications to encourage customers. Many service companies
customers to visit points of sale. have mileage, frequency and points
programmes to encourage
How to generate leads and traffic with customers to be loyal to their brands
the use of digital marketing
What types of companies engage in
What types of companies engage in traffic relationship programs?
generation? - Airlines, supermarkets, service
station chains,department stores,
Retailers in general, restaurants and credit card companies, some banks
other service Establishments. and other consumer service
companies.
● What do they sell and who buys • What do they sell and who buys it?
it? Sellers of all types of consumer These programmes are most often used by
goods and services use traffic companies that want to encourage the
same customers to buy from them on a 3. Near Field Communication (NFC):
continuing basis. Wireless technology that connects
smartphones to NFC chips in print materials
- Benefits of relationship
programmes for Posts in - Allows instant actions like opening a
developing and least developed webpage or dialing a number by
countries: In most developing and simply bringing the phone close to
least developed countries, the chip.
relationship marketing today
generates only moderate volumes - print materials without needing to
for the Post. scan.
4. Augmented Reality (AR): Adds digital
• Outlook: Many companies are shifting images or videos to printed materials via a
from direct mail to online and point-of-sale smartphone.
communications for relationship programs, - Makes print materials more engaging
using email for its advantages. However, and immersive
some still use direct mail, especially
dimensional mail for high-value customers. GROUP 4
MODULE 5
Traffic Generation to Web Pages and
Mobile Apps: Attracting visitors to INTEGRATED AND CROSS – CHANNEL
websites and apps is crucial. While having a MARKETING
well-designed site or app is important,
driving traffic is the real challenge. Direct INTEGRATED MARKETING
mail is highly effective due to its strong COMMUNICATION
reach and response rates. - It is a theory and a set of business
practices that facilitate consistent
4 Different Ways To Generate Traffic: messaging across channel and
produce a unified brand experience
1.Personalized URL (PURL): Encourages for customers.
recipients to visit a personalized page,
collect their email for future marketing, and - This foundational marketing concept
boost online engagement. applies not only to advertising but to all
forms of a business’s communication
2. QR Codes: Scannable barcodes that link
directly to websites or information. 2 BENEFITS OF INTEGRATED
MARKETING COMMUNICATIONS
- Simplify the process of accessing a
site without typing a URL. 1. Loyalty- An important component of
- Used in direct mail, ads, and posters integrated marketing is understanding and
to provide coupons, directions, or responding to customers. People like to
other information. know what to expect.
2. EFFICIENCY- With an integration plan,
you can repurpose content and streamline Quick Definition: Cross-channel marketing
production and distribution schedules. is the ability for brands to connect with their
customers on an array of different
communication.
4 APPROACHES TO INTEGRATED
MARKETING COMMUNICATIONS Key Takeaways: Cross-channel marketing
allows brands to reach customers on the
1.Consumer-oriented most relevant and preferred channels
2.Outsourced throughout the customer journey.
3.Horizontal
4.Cross-functional
What problems can a cross- channel
IMPLEMENT INTEGRATED MARKETING strategy solve?
COMMUNICATIONS: - Companies can sometimes send
mixed messages to their customers.
1.Identify your audience They may send a 50 percent off
2.Assemble a team coupon one day, then a 20 percent
3. Make a assignment off coupon the next, resulting in the
4. Set goals customer having a confusing and
5.Plan a content chaotic experience. A cross-channel
strategy ensures consistency of
4 STEPS OF EFFECTIVE CONTENT communication.
PLANNING
What are the benefits of cross-
1. Develop a Core Message channel marketing?
2. Adapt Content for Each Platform
3. Cross-Promote Channels 1. allows brands to communicate with their
4. Maintain a Consistent Visual Identity customers on the customers’ preferred
channels and send them personalized offers
What is cross-channel marketing? that are relevant to that individual.
allows marketers to reach customers across 2. Companies have a higher rate of
different channels, including: converting their customers if the customer
is enjoying the experience.
-Email 3. Allow companies to create seamless
-Web experiences that are relevant to where the
-Mobile customer is in the buying cycle.
-Apps 4. The marketing message to onboard a
-SMS new customer is very different compared to
-Call center the message for a loyal customer who has
-In-store been around for a while.
-Direct mail
5. The story for welcoming a new customer UNDERSTANDING DIFFERENT
is different from the message used to MARKETING CHANNELS IN DIRECT
incentivize a customer to stay and not go to MARKETING
a competitor.
Direct marketing = Directly reaching out to
How will cross-channel marketing customers without intermediaries.
continue to improve in the future?
6 Common Direct Marketing Channels:
- Artificial intelligence (AI) and
machine learning will be big 1.Email Marketing: Sending promotional
players in the next wave of cross- emails directly to Customers.
channel marketing. We're seeing a 2.Telemarketing: Using phone calls to
lot of AI components being woven reach potential customers.
into technology offerings. Being able 3. Direct Mail: Sending physical
to better predict and respond to promotional materials like catalogs or
customers in real-time will be a huge postcards.
component. 4.SMS Marketing: Sending promotional
texts.
How does a company launch a cross- 5.Social Media Direct Messaging: Using
channel marketing campaign? platforms like Instagram or Facebook to
- To get started, a marketing team send direct messages.
needs to evaluate its technology 6. Online Ads with Direct Response:
stack. You often see marketers using Ads designed to generate an immediate
decades-old marketing technologies response (e.g., clicking a link or making a
to communicate with their purchase).
customers.
ADVANTAGES AND DISADVANTAGES
Cross-channel marketing involves using OF EACH MARKETING
multiple channels to create a seamless COMMUNICATION
customer experience.
1. Email Marketing:
Example: A customer receives an email, Advantages: Cost-effective, easily
then sees a related ad on social media, and measurable, personalized content.
finally gets a follow-up SMS. Disadvantages: Can be marked as spam,
requires a good email list.
Advantages: Enhances customer
experience, higher conversion rates. 2. Telemarketing:
Advantages: Direct interaction, immediate
Disadvantages: Requires careful feedback.
coordination, consistent messaging. Disadvantages: Can be intrusive,
regulatory restrictions.
3. Direct Mail: GROUP 5
Advantages: Tangible, can be MODULE 6
personalized. Taking the long- term view
Disadvantages: Expensive, often
discarded as junk mail. CUSTOMER RETENTION IS THE KEY
- The enlightened company prefers to
4. SMS Marketing: measure success by customer
Advantages: High open rates, immediate retention. Gaining a new customer is
delivery. a considerable achievement, but it is
Disadvantages: Limited content, can be only half the story. The profit comes
seen as invasive. from developing a relationship that
leads to repeat or regular purchases
5. Social Media Direct Messaging:
Advantages: Personalized, high Example: One large office equipment
engagement rates. company places such high value on
Disadvantages: Limited reach, can be customer development that their sales and
time-consuming. marketing managers annual bonuses are
largely based on the following two
6. Online Ads with Direct Response: questions.
Advantages: Immediate response,
trackable. 1. Of the customers you had a year ago
Disadvantages: Can be expensive, ad how many are still buying from you today?
fatigue
2.Compare the average value per customer
BEST-SUITED DIRECT MARKETING now with that of the same group a year
CHANNELS FOR BUSINESS ago. How much has it grown?
CATEGORIES
DEVELOPING AND MANAGING
CUSTOMER RELATIONSHIP
B2B (Business to Business): - Developing customers requires a
differential approach. Not all
Best Channels: Email marketing, customers will require the same
telemarketing, LinkedIn direct messaging. information, nor will they respond to
the same messages.
B2C (Business to Consumer): Best
Channels: Social media direct messaging, What makes customer loyal ?
SMS marketing, direct mail. Although loyalty is measured by behaviour it
is really about customer attitudes
E-commerce:
- Loyalty is not a one-way system. All
Best Channels: Email marketing, online of marketing consists of a two-way
ads with direct response, SMS marketing.
 exchange between company and Professional friendly dialogue. - all
customer. many customers want is the opportunity to
- Customer loyalty is the logical discuss things with someone
outcome of caring about and knowledgeable.
delivering solutions for customer
need NOTE: Happy customers tell their friends
about the company, pay less attention to
What do customers value in a competitive offers, and also tend to be more
relationship? receptive to offers of additional products

Good products at fair prices CUSTOMER LIFE CYCLES

– not all customers seek the lowest prices. - Research across many markets
Many people realize that, at least to a indicates that customers have
certain extent, ‘you get what you pay for’. natural life cycles, just as products
and complete industries have life
Convenience and ease of access. cycles
– they want to be able to get hold of you
quickly and easily, especially when they
have a problem. The ‘take two aspirins and
call me in the morning’ approach is a sure
way to lose customers.4

Effective and fast problem-solving.

– a quick sympathetic response to
customers’ queries and complaints is very 5 CUSTOMER LIFE CYCLE
important. Handling a customer’s problem
may be a routine, even boring, task to you, 1. BRAND AWARENESS - This is the
but that problem could be the most stage where a customer first gets to know
worrying experience of your customer’s life. or be aware of any brand or company.
2. CONSIDERATION - In this stage,
Privileged status as a known customers will start collecting information
customer. about your company and product.
- they like to be recognized when they cal 3. PURCHASE - This is the stage where
you have to provide value and build a good
Appropriate contact and relationship with the customer.
communication. 4. RETENTION - This is the stage where
- they do not want to be bombarded with your company gets growth. Once a person
irrelevant mailings and telephone calls. purchases your product or service it
becomes your customer but to convert i into
Anticipation of their needs. -some call a loyal customer is more valuable
this being ‘proactive’. Whatever it is called, 5. ADVOCACY - The main goal of the
it is a key aspect of customer management. customer lifecycle is to turn an audience
into a customer and then earn that Customer Satisfaction- is essential to
customer as a ‘brand advocate. ensuring long-term success and customer
loyalty. It is not just about meeting
2 broad types of Marketing customer expectations but exceeding them,
Communication leading to positive brand perception and
repeat business.
1. Customer Care Communication - give
customers the opportunity to send for sales Key Factors Influencing Customer
information, although the sales content Satisfaction
would be very ‘soft sell’
1.Customer Retention is key -Retaining
2. Sales-Oriented Communication – satisfied customers is more cost-effective
which is designed to sell or at least to than acquiring new ones, as they tend to
initiate a selling process by generating make repeat purchases and recommend the
leads. brand to others.

COMMUNICATION PLANNING Customer Satisfaction Surveys and

Feedback
Your objective should be a continuing One of the most effective tools for
programme of communications running measuring and improving customer
through the following stages: satisfaction is through regular surveys.
● Welcome - Initiate a positive - By gathering feedback from
introduction to new customers. customers, companies can identify
● Up-sell -Promote higher-value or what is working well and where
premium options to existing improvements are needed.
customers to increase their purchase
value. Relationship Marketing - focuses on
● Cross-sell- Suggest related or nurturing long term relationships with
complementary products to enhance customers rather than short-term sales
the customer’s overall experience. goals. It emphasizes consistent,
● Prevention of dormancy and personalized engagement to build trust and
where this fails - Implement loyalty over time.
strategies to keep customers
engaged and active, such as regular Key Factors Influencing Relationship
updates and rewards. Marketing
● Reactivation - Re-engage
customers who have become Developing and Managing Customer
inactive with targeted offers and Relationships - Emphasizes that building
personalized communication to long-term, meaningful relationships with
revive their interest customers requires regular communication
and engagement. Companies must actively
work on maintaining these relationships
through personalized and relevant GEOGRAPHIC CLASSIFICATION-
interactions. - Customers are grouped based on
their location.
Developing Loyalty Requires Regular
Dialogue - Regular, meaningful dialogue is 1. COUNTRY/REGION - Different regions
essential for fostering loyalty. The module may have different product demands,
discusses how keeping in touch with cultural preferences, or even pricing
customers, addressing their concerns, and sensitivities.
providing timely, personalized offers help 2. URBAN/RURAL - Customers living in
maintain strong connections. urban areas may have different needs than
those in rural areas.
Customer Satisfaction and
Relationship Marketing - Relationship 3. CLIMATE- Weather conditions can
marketing goes hand in hand with customer influence the products customers need.
satisfaction. It’s not just about the
immediate transaction but about ensuring BEHAVIORAL CLASSIFICATION
ongoing value for the customer - Behavioral segmentation groups
customers based on their actions
Classification of Customers - refers to and habits.
categorizing customers into distinct groups
based on specific characteristics, behaviors, 1. PURCHASE BEHAVIOR - Frequency of
or other criteria. This classification helps purchases, spending patterns, and average
marketers create strategies to target each order value.
group effectively. 2. PRODUCT USAGE - How frequently and
in what manner customers use a product or
DEMOGRAPHIC CLASSIFICATION service.
- This is one of the most common 3. BRAND LOYALTY - Whether the
methods of customer classification, customer is loyal to a particular brand or
where customers are grouped based frequently switches between competitors.
on measurable traits.
PSYCHOGRAPHIC CLASSIFICATION
1. AGE - Different age groups may prefer - This method categorizes customers
different products or services . based on their psychological
2. GENDER - Some products or services attributes.
may appeal more to a specific gender.
1. LIFESTYLE - Customers may have
INCOME - High-income customers may different interests or hobbies.
seek premium products, while lower-income 2. VALUES/BELIEFS - Some customers
customers may prioritize affordability. are driven by ethical concerns, such as
buying sustainable products.
OCCUPATION - Customers with different
professions might have distinct need.
 3. PERSONALITY - Understanding the What can you expect from
personality traits of customers can influence Segmentation Analysis?
how you market products to them.
- You can expect to understand your
TECHNOGRAPHIC CLASSIFICATION customers better by dividing them
- With the increasing role of into specific groups based on shared
technology in marketing, customers characteristics like age, interests, or
can be classified based on their buying behavior.
usage of technology. - This helps businesses identify the
unique needs of each group, so they
1. DEVICE PREFERENCE - Mobile users can create personalized marketing
vs Desktop user. strategies that connect more
2. TECH ADOPTION LEVEL - Early effectively with those customers.
adopters of technology vs late adopters or - segmentation analysis allows
those less interested in new tech. businesses to focus their efforts on
the most profitable customer
VALUE-BASED CLASSIFICATION groups, improving their chances of
- This method groups customers increasing sales and customer
based on the value they bring to the satisfaction.
business.
1. HIGH-VALUE CUSTOMERS - Those MARKETING DATABASES
who make frequent and high-value - a systematic approach to the
purchases. gathering, consolidation and
2. LOW-VALUE CUSTOMERS - Those processing of consumer data.
who buy less frequently or spend lower Database.
amounts. The process of collecting this data allows an
3. POTENTIAL CUSTOMERS - Leads or organization to better know and market to
prospects who could become high value its customers, leading to more potential
customers in the future. sales.

SEGMENTATION ANALYSIS Who benefits from database

- A marketing strategy, you can marketing?
divide your consumer base or - Organizations such as retailers,
products into distinct groups technology vendors, insurance
according to characteristics that are companies and other service
common. providers may make use of database
marketing as a marketing strategy.
As a result, it is possible to design This approach to marketing is most useful
customized and relevant marketing for organizations that have large customer
campaigns, develop new items, or improve bases, since they will generate more
the positioning of an existing brand. transaction data, meaning more aspects to
find new prospects.
How does database marketing work? 1. TRAIN EMPLOYEES TO GATHER
INFORMATION AT EVERY
Database marketing starts by collecting data OPPORTUNITY- Every employee must
from various sources. Names, addresses, recognize the importance of gathering
emails, phone numbers, purchase history up-to-date information and should be
and other data can be tracked. encouraged or required to do so. Most
customers, when asked politely, are willing
GROUP 6 to share basic information.
MODULE 7
Collecting Customer Information 2. SPECIFIC QUESTIONNAIRES- Many
companies successfully achieve over 50%
What information do you need? response rates to customer surveys, but this
requires making the survey
CONSUMERS customer-focused, asking relevant
● NAME AND ADDRESS questions, and providing clear reasons for
● TRANSACTIONAL INFORMATION collecting the information.
● HOW LONG THEY HAVE BEEN A
CUSTOMER? - In face-to-face or phone surveys, skilled
● PROPERTY TYPE interviewers build rapport to encourage
● HOUSEHOLD COMPOSITION participation. With printed questionnaires,
● LIFESTYLE DATA recipients often decide upfront whether to
respond.
BUSINESS-TO-BUSINESS
INFORMATION FOLLOWING POINTS IN DESIGNING A
QUESTIONNAIRE
BUSINESS TYPE- Segment businesses
into industry types. 1.MAKE IT EASY- Do not ask people to
spend a long time writing out answers.
COMPANY SIZE- the number of
employees and/or the size of the turnover. 2. MAKE IT RELEVANT BY USING
SPECIAL INTEREST QUESTIONS.
AGE - the age of the business.
3. PROMISE A BENEFIT -For businesses,
HOW TO OBTAIN THE INFORMATION it might be a copy of the outline findings
● INTERNALLY
● EXTERNALLY 4. DO NOT MAKE IT TOO GLOSSY- It
● THROUGH ORIGINAL MARKETING should look like a research document, not a
RESEARCH promotional leaflet.

COLLECTING INFORMATION FROM 5. GIVE CLEAR INSTRUCTIONS WHERE

EXISTING CUSTOMER NECESSARY- Do not leave anything to
chance.
6. BREAK IT UP, WITH PROMINENT 4. EMPLOYEE TRAINING: REGULARLY
SECTION HEADINGS WHERE EDUCATING EMPLOYEES ABOUT DATA
NECESSARY PROTECTION PRACTICES, PHISHING
ATTACKS, AND CYBERSECURITY
7. DO NOT CRAM IT THE QUESTIONS- PROTOCOLS TO MINIMIZE HUMAN ERROR
Large type and plenty of white space will AND INSIDER THREATS.
make it look easier to fill in this means more
people will do so. 5. REGULAR AUDITS AND
MONITORING: CONDUCTING INTERNAL
8. LEAVE ROOM FOR DISCRETION - If AUDITS AND CONTINUOUS MONITORING
you are asking for personal information TO DETECT SUSPICIOUS ACTIVITY OR
such as a person’s age, some may be UNAUTHORIZED ACCESS. THIS INCLUDES
reticent to complete the questionnaire. LOGGING DATA ACCESS AND MOVEMENT.

WAYS OF DIRECT MARKETERS IN 6. DATA MASKING AND

CREATING IN SECURING DATA ANONYMIZATION: MASKING OR
ANONYMIZING DATA SO THAT EVEN IF
● INTERNALLY UNAUTHORIZED ACCESS OCCURS, THE
● EXTERNALLY DATA CANNOT BE TRACED BACK TO
SPECIFIC INDIVIDUALS.
INTERNAL
7. DATA RETENTION POLICIES:
1. DATA ENCRYPTION: ENCRYPTING ESTABLISHING CLEAR GUIDELINES FOR
SENSITIVE DATA, BOTH AT REST AND IN HOW LONG DATA IS KEPT. REDUCING
TRANSIT, TO PREVENT UNAUTHORIZED UNNECESSARY DATA STORAGE MINIMIZES
ACCESS FROM WITHIN THE RISK AND LIMITS EXPOSURE.
ORGANIZATION.
8. SECURE SOFTWARE AND
2. ACCESS CONTROLS: IMPLEMENTING INFRASTRUCTURE: USING UP-TO-DATE,
ROLE BASED ACCESS CONTROLS (RBAC) SECURE SYSTEMS AND SOFTWARE THAT
TO ENSURE ONLY AUTHORIZED ARE REGULARLY PATCHED TO PROTECT
PERSONNEL CAN ACCESS SENSITIVE AGAINST VULNERABILITIES.
CUSTOMER DATA. THIS INCLUDES
MULTI-FACTOR AUTHENTICATION FOR
ADDED SECURITY.

3. DATA SEGMENTATION: STORING

SENSITIVE INFORMATION IN SEPARATE
DATABASES WITH RESTRICTED ACCESS TO
MINIMIZE EXPOSURE IN CASE OF A
BREACH.