How are innovations in interactive television and online services expanding the strategies and tactics marketers employ today?
Interactive television and online services are expanding the strategies that marketers use to influence consumers today (Tuten & Solomon, 2014). The ability to reach the modern day consumer has rapidly changed and practically limitless due to the expanding marketing opportunities and real time interaction with the consumer. The creation of the internet has presented a new medium for marketing that companies must incorporate into marketing strategies in order to reach the consumer, otherwise risk losing market shares to competitors who are utilizing advanced technology (Tuten & Solomon, 2014). Moreover, the development of SMART TVs, that have the capability of connecting to the internet and gives the consumer the ability to record television shows without commercials, is additional motivation to constantly utilize all technological innovations and interactive media interfaces (Tuten & Solomon, 2014).
The advance in technology has enabled manufacturers to engage with the consumer more rapidly, more directly and at a more advanced level. With the technological advances available, consumers purchase more products for the emotional benefit as they know exactly what they want and a supplier, such as Amazon, has the ability to deliver more rapidly than ever before and as such marketing is not customized and calculated due to the information that is being collected via technology (DeMers, 2013).
What are some of the personal and business-related privacy issues associated with the growth in database marketing and how should they be addressed?
“Database marketing is the process of building, maintaining, and usin...
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...ers. Traditionally, consumers were engaged by their local merchant in order to extend them store credit. Gradually, this medium changed to credit card offers arriving via postal mail. Today, credit card offers are very consumer specific as companies gather you online information and customize a credit card offer to your lifestyle and spending practices. Thus, direct marketing taps into the emotional benefit of a consumer by customizing the product promotion toward an individual or specific target audience.
When used accordingly direct marketing can be the most effective, and efficient, medium to reach a consumer. With the technological advances available today, it enables manufactures to have direct contact and communication with the consumer and as such the manufactures have the ability to effectively improve their brand equity and increase consumer loyalty.
Capital One saw direct marketing as a means to record every interaction with a customer electronically. It allowed them the ability to customize products to each customer and to ensure each interaction was unique. Direct marketing gave Capital One the ability to turn a business into a scientific laboratory where every decision about product design, marketing, channels of communication, credit lines, customer selection, collection policies and cross-selling decisions could be subjected to systematic testing using thousands of experiments. It also enabled the ability to roll out products on a national scale and at full speed once they had been found to work without incurring the large fixed costs that accompany brick-and-mortar operations. It gave them the potential to reinvent the entire economics of a business. Capital One realized that few products were direct marketed and that even fewer firms were fully exploiting the power of statistical analysis.
There are different classes, for example, out-of-home, in-store and other, for example, silver screen and shows however these different classes are additionally in nature as they are more constrained in the group of onlookers they reach or can target (Baines and Fill, 2014). TV and radio offer the chance to achieve mass groups of onlookers. It is frequently thought to be costly however because of the huge mass that can be achieved it is a moderately ease and given that it is visual or potentially solid based the interchanges can be brought to life keeping in mind the end goal to pass on the marketing message. Both TV and radio can recount stories and offer to feelings which is harder to do with print based media. Broadcast television can exhibit the product being used however once publicized it can't be referred to again by the consumer not at all like print which can be kept. There are expanding dangers to the viability of television advertising today as individuals can utilize their chronicle advancements to abstain from watching promotions. In the meantime changes in advanced innovations imply that expenses are falling thus even television broadcast can start to be custom-made to littler gatherings of people who can be targeted by land region or specific vested parties (Jobber and Ellis-Chadwick, 2013). There are clear signs that television networks are starting to give careful consideration to the watcher grumblings about the degree of advertising with numerous networks, for example, CBS, Fox, MTV and digital TV as a rule now indicating either bring down minutes every hour in advertisements or the development in minutes every hour backing off. This will expand the cost of advertising as there will be less time and space accessible yet it might
Technology is a great gateway to reach the affluent consumer audience. Consumers in this category are likely to use technology to thoroughly research a product or company before making their purchase. It is suggested that companies take extra time and effort to online sources in order to attract affluent customers. Recommendations include, “reach out to users who post negative reviews and find ways to mitigate their impact or explain misplaced blame, connect with shoppers on a more intimate level than broadcast TV through blogs, and use social media as a way to improve customer satisfaction” (Haack,
During the last decades the Marketing was consumer-centric with some mixes of product-centric marketing. According to Kotler (2010) in some way the consumers are passive targets of marketing campaigns where the advertising tries to satisfy and retain the consumers thru the information technologies, where the consumer became smarter thanks to the possibility to approach the companies thru their websites (one to one relationship).
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
direct marketing: it means selling directly to the consumer through the mail, by telephone, or door-to-door. By having direct contact with the customer, the company knows what are the needs, the preferences, and then can effectively choose the kind of products it will sell in the Moroccan market.
Over the last decade, product marketing and ways through which communication takes place between manufacturers and consumers has changed tremendously (Belch & Belch 2004). Due to the technological revolutions and the rise of innovations such as the mobile phones and the internet, control over information has shifted apparently from the manufacturer's hands to the hands of consumers (Belch & Belch 2004). The market environment has also changed due to globalization of marketing strategies, loss of confidence in media advertising, increased reliance on targeted communication methods, and media fragmentation and so on (Belch & Belch 2004).
Two recommendations for promoting direct-sales through consumer and the business; One is to offer incentives to its customers and second is to motivate the business to promoting its products by advertisements, establishing sales competition for employees, participating in conventions, and by endorsing franchise of its products to retail stores.
Since the invention of the Internet, and it’s global popularity, the Internet has become an essential resource for companies trying to market their product or service. With consumers attached to their smart phones and other electronics, the Internet, and apps on various devices the controlling platforms for marketing. With the speed of the Internet and its availability to many people, it is the most effective way of marketing. The Internet has strengthened the relationship between marketers and customer.
In the 1990s direct marketing became the most important tool in the mix because technology had enabled a form of communication by appealing directly to the target customer. This change led to new media formats, and the subsequent development of the Internet. Digital technologies have accelerated change in the marketing communications
Digital marketers must keep up-to-date with the consumers preference, trends and needs, in order to meet these needs and to be able to remain competitive in the market . The connectivity created by digital media leads to enhanced product benefits such as online games and applications (Pride & Ferell, 2014). However, the use of the internet to sell products could be a disadvantage to the business since the goods being sold are intangible, the consumer could research and find reviews describing a product as low quality which could result in sale losses (Brand Driven Digital, 2013).
In addition, effective advertising can keep a consumer’s mind fresh about the image of a brand, which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as salesperson does not need to inform people about the product features as it has already advertised.... ... middle of paper ... ...
The term “direct marketing” excludes the "middle man" from promotion, as a company's message is provided directly to a potential customer. (Investopedia, 2010) Direct marketing is an advertising campaign that aims to gain an action (such as an order, a visit to a store or Web site, or a request for further information) from a group of consumers in response specific communication from a marketer. The communication may take many forms such as mail, telemarketing, direct e-mail marketing, and point-of-sale (POS) interactions. (searchcrm.techtarget.com, 2014).
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach
Stafford, Marla R., and Ronald J. Faber. Advertising, Promotion, and New Media. Armonk, NY.: M.E. Sharpe, 2005