1. TOURISM
MARKETING

2. QUESTION
Describe the relationship
between internet
marketing, database
marketing, and direct
marketing?

3. Direct Marketing
 “an interactive system of marketing
that uses one or more advertising
media to effect a measurable
response and/or transaction at any
location, with this activity stored on a
database.”
 Direct Marketing magazine

4. Direct Marketing
 Direct marketing is a form
of advertising that reaches its
audience without using traditional
formal channels of advertising, such
as TV, newspapers or radio.
 Businesses communicate straight to
the consumer with advertising
techniques such as fliers, catalogue
distribution, promotional letters, and
street advertising.

5. Direct Marketing
 Direct Advertising is a sub-discipline
and type of marketing.
 It sends its message directly
to consumers, without the use of
intervening commercial
communication media.
 Another characteristic is the core
principle of advertising driving a
specific "call-to-action.".

6. Direct Marketing
 Direct marketing is predominantly
used by
small to medium enterprises with
limited advertising budgets
 enterprises without a well recognized
brand message.
 A well executed direct advertising
campaign offers positive return on
investment.


7. Direct Marketing
 Direct advertising is straight to the
point, it offers a product, service or
event and explains how to get the
offered product, service or event.
 Direct marketing is attractive to many
marketers, because in many cases its
positive effect can be measured
directly.

8. Reasons for the growth of
direct marketing.
 Credit cards
 Working women
 Technology

9. Channels of Direct Marketing
 Direct mail:
junk mail
used by advertisers who send paper mail
to all postal customers in an area or to all
customers on a list.
 includes advertising circulars, catalogs,
free trial CDs, pre-approved credit
card applications
delivered by mail or delivered to
consumers' mailboxes by delivery
services other than the Post Office.

10. Channels……
 Telemarketing:
marketers contact consumers by
phone.
This process may be outsourced to
specialist call centres.
 Email Marketing:
By email
 Door-to-Door Leaflet Marketing:

11. Database Marketing
 Database marketing is a form
of direct marketing.
 Uses databases of customers or
potential customers to generate
personalized communications in order
to promote a product or service.
 The method of communication can be
any addressable medium, as in direct
marketing.

12. Database Marketing
 The distinction between direct and
database marketing stems primarily
from the attention paid to the analysis
of data.
 Database marketing emphasizes the
use of statistical techniques to develop
models of customer behaviour,
 These are then used to select
customers for communications.

13. Database Marketing
 Database marketers also tend to be
heavy users of data warehouses.
 The "database" is usually name,
address, and transaction history
details from internal sales or delivery
systems,
 It can also be a bought-in compiled
"list" from another organization, which
has captured that information from its
customers.

14. Database Marketing
 Typical sources of compiled lists are
charity donation forms
application forms for any free product
or contest
product warranty cards
subscription forms
credit application forms.

15. Direct &Database Marketing
Advantages:
 Lead grading
 Customized targeting at the right time.
 New information & past results help
formulate strategy


16. Direct &Database Marketing
Advantages:
 Information can drive new programs &
fuel new revenue sources
 Information can foster new new
services & generate repeat orders
 Ongoing communication efforts can
increase customer loyalty

17. Internet Marketing
 I-marketing
 web-marketing
 online-marketing
 Search Engine Marketing (SEM)
 e-Marketing
 Is the marketing of products or
services over the Internet.

18. Internet Marketing
 The Internet has brought media to a
global audience.
 Internet marketing ties together
creative and technical aspects of the
Internet including: design,
development, advertising, and sales.

19. Internet Marketing
 Internet marketing is considered to
have a broader scope because
it refers to the Internet, e-mail, and
wireless media.
also includes management of digital
customer data and electronic
customer relationship management
(ECRM) systems.

20. Business Models for Internet
Marketing….
 e-commerce — this is where goods
are sold directly to consumers (B2C)
or businesses (B2B)
 Lead-based websites — this is an
organization that generates value by
acquiring sales leads from its website.
 Publishing — this is the sale
of advertising.

21. Business Models
 local internet marketing - this is the
process of a locally based company
traditionally selling belly to belly and
utilizing the Internet to find and nurture
relationships, later to take those
relationships offline.

22. Business Models
 Affiliate marketing — this is the
process in which a product or service
developed by one person is sold by
other active sellers for a share of
profits.
 The owner of the product normally
provide some marketing material
(sales letter, affiliate link, tracking
facility).

23. Business Models
 Blackhat marketing - this is a form of
internet marketing which employs
deceptive, abusive, or less than
truthful methods to drive web traffic to
a website or affiliate marketing offer.
 This method sometimes includes
spam, cloaking within search engine
result pages, or routing users to pages
they didn't initially request.

24. Advantages
 Internet marketing is relatively
inexpensive when compared to the ratio
of cost against the reach of the target
audience.
 Companies can reach a wide audience
for a small fraction of traditional
advertising budgets.
 The nature of the medium allows
consumers to research and purchase
products and services at their own
convenience.

25. Advantages
 Businesses have the advantage of
appealing to consumers in a medium
that can bring results quickly.
 The strategy and overall effectiveness
of marketing campaigns depend on
business goals and cost-volume-profit
(CVP) analysis.

26. Advantages
 Can measure statistics easily and
inexpensively.
 All aspects of an Internet marketing
campaign can be traced, measured,
and tested.
 Internet marketing can offer a greater
sense of accountability for advertisers.

27. Advantages
 The results of campaigns can be
measured and tracked immediately
because online marketing initiatives
usually require users to click on an
advertisement, visit a website, and
perform a targeted action.

28. Thank you