Direct, Digital & Data-Driven Marketing 5th Edition

Tiếp thị trực tiếp, kỹ thuật số và dựa trên dữ liệu
Trong ấn bản mới nhất của cuốn sách kinh điển này, Lisa Spiller có cái nhìn sâu sắc và sâu sắc về các khái niệm, chiến thuật và kỹ thuật tiếp thị đương đại cũng như những đổi mới năng động tiếp tục thúc đẩy và định hình lĩnh vực đa chiều, đa diện này. Tiếp thị trực tiếp, kỹ thuật số và theo hướng dữ liệu nhận thấy sự phát triển của các định dạng kỹ thuật số khác nhau là kênh tương tác mới nhất để thực hiện tiếp thị hiện đại. Nhưng nó không bỏ qua những nguyên tắc truyền thống của tiếp thị trực tiếp vẫn còn phù hợp cho đến ngày nay. Cuốn sách này xem xét lĩnh vực này cả trước đây lẫn khi nó đang phát triển. Với nhiều tài nguyên trực tuyến về tính năng học tập, Phiên bản thứ năm mang đến một hành trình hấp dẫn, giúp bất kỳ sinh viên tiếp thị nào cũng có kiến ​​thức thấu đáo về cách tất cả các loại hình doanh nghiệp quản lý giao tiếp thường xuyên với cơ sở khách hàng và nhóm nhân khẩu học mục tiêu của họ.

Preface
Using this Book
Acknowledgments
About the Author
Online Resources
PART 1 Build, Develop, and Measure Direct Marketing Strategies
1 Processes and Applications of Direct Marketing
The Scope of Direct Marketing
Characteristics and Growth of Direct Marketing
Definition and Description
The Convergence of Direct and Brand Marketing
Factors Affecting the Growth of Direct Marketing
The Processes of Direct Marketing
Direct Communication 1:1
Multiple Media
Measurable Response
Database
Customer Relationships
Multichannel Fulfillment
Omni-Channel Marketing
Applications of Direct Marketing
Users of Direct Marketing
Nonprofit Organizations
Political Organizations
Governmental Organizations
Sports Organizations
Summary
Key Terms
Review Questions
Exercise
Critical Thinking Exercise
Readings and Resources
Case: Fear 2 Freedom
Notes
2 Database Marketing and Customer Relationship Management
Customer Database
Database Development
Customer Loyalty Programs
Examples of Loyalty Programs
Source Data
Recency/Frequency/Monetary Assessment
Database Maintenance
Match Codes and Merge-Purge
Multibuyers
Keeping Records Current
Database Security
Information Privacy
Proper Database Storage
List Seeding
Database Uses and Applications
Using a Customer Database
Performing Database Analytics
Database Enhancement
Internal Data Enhancement
External Data Enhancement
Customer Relationship Management
Customer Value
Customer Lifetime Value (CLTV)
One-on-One Personalized Marketing
Partner Relationship Management (PRM)
Summary
Key Terms
Review Questions
Exercise
Critical Thinking Exercise
Readings and Resources
Case: Nevada Tourism
Notes
3 Lists and Market Segments
Lists as Market Segments
A Perishable Commodity
Types of Lists
The List Industry
List Users
List Owners
List Brokers
List Managers
List Compilers
Service Bureaus
List Research and Analysis
List Research
List Measurement and Analysis
The Nature of Market Segmentation
Product Differentiation
Product Positioning
The Bases for Market Segmentation
Geographic Segmentation
Demographic Segmentation
Social Factor Segmentation
Psychographic Segmentation
Behavioral Market Segmentation
Cohort Analysis
Using Multiple Segmentation Bases
ZIP Code Areas as Market Segments
Geographic Structure
ZIP+4
Clustering Areas to Segments
Availability of Statistical Data
Summary
Key Terms
Review Questions
Exercise
Critical Thinking Exercise
Readings and Resources
Case: Virginia Beach Tourism
Notes
4 Marketing Analytics: Testing and Measurement
Testing
List Tests
Offer Tests
Creative Tests
Contact Strategy Tests
Designing the Test
Tracking Responses and Measuring Test Results
Hypothesis Testing
Statistical Evaluation of Differences
Structuring and Evaluating a Test
Using Math and Metrics to Determine the ‘Right’ Target Market
Determining Customer Value
Calculating Customer Lifetime Value (CLTV)
Predicting Buyer Behaviors
Determining the ‘Right’ Customer to Target
Analyzing Market Penetration
Measurement is the Key
Calculating Response Rates and Conducting Break-Even Analysis
Calculating the Impact of a Lift
Determining Conversion Rates
Planning the Direct Marketing Budget
How to Begin: Estimating Costs
The First Calculations: Margins, Fixed and Variable Costs
Net Profit and Breaking Even
Cost per Inquiry/Cost per Order
Return on Investment/Return on Advertising Investment
Budgeting for Tests
Analytic Application: Super Bowl Advertising
Summary
Key Terms
Review Questions
Exercise
Critical Thinking Exercise
Readings and Resources
Case: Hi-Ho Silver
Notes
PART 2 Create and Place Direct Marketing Campaigns
5 The Offer
What Is the Offer?
Making an Offer Effective
Components of the Offer
Product or Service
Pricing and Payment Terms
Risk-Reduction Mechanisms
Time Limits or Length of Commitment
Incentives
Creating an Offer
Step 1: Perform Market Research
Step 2: Determine the Objectives of the Offer
Step 3: Target the Offer
Step 4: Test the Offer
Step 5: Execute the Offer
Popular Offers
Subscription Models
Platform Business Models
Summary
Key Terms
Review Questions
Exercise
Critical Thinking Exercise
Readings and Resources
Case: Mike’s Bike Tours
Notes
6 Creative Message Strategies
Creative Research
Message Objectives
Copywriting Techniques
Features versus Advantages versus Benefits
Writing the Copy
Copy Appeals
Copywriting Formulas
Design and Graphics
Layouts
Illustrations and Photographs
Involvement Devices
Type
Paper
Ink
Color
Creating Messages for Specific Media
Print
Television
Radio
Online Video
Digital Platforms
Summary
Key Terms
Review Questions
Exercise
Critical Thinking Exercise
Readings and Resources
Case: Barely There
Notes
7 Print Media
Direct Mail
Advantages and Disadvantages
Designs
Market Segmentation
Coupons
Cooperative Mailings
Statement/Invoice Stuffers
Package Inserts
Take-One Racks
Magazines
Design
Market Segmentation
Categories of Magazines
Advantages and Disadvantages
Position and Timing
Newspapers
Market Segmentation
Categories of Newspaper Advertising
Advantages and Disadvantages
Position and Timing
Summary
Key Terms
Review Questions
Exercise
Critical Thinking Exercise
Readings and Resources
Case: Busch Gardens
Notes
8 Television, Radio, and Digital Video
Introduction
Television
Market Segmentation
Characteristics of Television Time
Direct Marketing Uses of Television
Television Home Shopping
Infomercials
Advantages and Disadvantages
Radio
Market Segmentation
Rate Structure
Advantages and Disadvantages
Internet Radio Competitors
Digital Video
YouTube
Setting up a Video Channel
Going Viral
Summary
Key Terms
Review Questions
Exercise
Critical Thinking Exercise
Readings and Resources
Case: GEICO
Notes
9 Mobile, Text, and Telephone for Marketing
Introduction
Emerging Tools and Trends
Google Lens
Mobile Payment Systems
Mobile Marketing
Location-Based Search: Google, Yahoo, and Bing Places
Mobile Websites
Mobile Coupons
Click-to-Call
Prerecorded Messages
QR Code Campaigns
Geo-tagged Marketing
Location-Based Mobile
Mobile Application Development
Text Messaging
SMS Text Messaging
Multimedia Messaging Service (MMS)
Telephone
Inbound versus Outbound Calls
Advantages and Disadvantages
Planning a Telephone Marketing Program
Summary
Key Terms
Review Questions
Exercise
Critical Thinking Exercise
Readings and Resources
Case: Uber
Notes
10 Digital and Social Media
Introduction
Growth and Transition
Content Marketing
Influencer Marketing
Crowdsourcing
Applications
E-mail Marketing
Online Market Research
E-commerce
Connecting Sites
Driving Site Traffic
Search Engine Optimization
Google Ads
Banner Ads
Webinars
Online Direct-Response Conversion Pages
Offline Tactics
Digital Formats and Tools
Blogs
Social Networks
PURLs
Deal-of-the-Day Online Offers/Coupons
Click-to-Chat
Measuring Site Traffic and Analytics
Google Analytics
Clicktale
Summary
Key Terms
Review Questions
Exercise
Critical Thinking Exercise
Readings and Resources
Case: Mud Pie
Notes
PART 3 Serve and Adapt to Customers and Markets
11 Business-to-Business (B2B)
Business-to-Business
Business-to-Government
Differences between Business and Consumer Markets
Characteristics of Industrial Demand
B2B Applications
B2B Marketing Challenges
Segmenting Business Markets
Standard Industrial Classification (SIC)
North American Industry Classification System (NAICS)
Other Industrial Market Segmentation Criteria
Marketing Funnel
B2B Customer Acquisition
Content Marketing
In-Person Contact
Telephone Calls
Referrals
Webinars
Social Media
B2B Customer Retention
Up-selling
Cross-selling
Customer Loyalty
Customer Advocacy
Summary
Key Terms
Review Questions
Exercise
Critical Thinking Exercise
Readings and Resources
Case: Cisco
Notes
12 Fulfillment and Customer Service
Fulfillment
What Is Fulfillment?
Traditional Fulfillment Standards
The Fulfillment Process
The Offer
The Response
Processing
Shipping
Billing
Customer Service
Fulfillment Options
In-House Fulfillment
Outside Fulfillment Centers
Online Fulfillment
Supplier Direct Fulfillment
Delivery Options
U.S. Postal Service
Alternative Delivery Systems
Fulfillment Problems
Sources of Fulfillment Problems
Ways to Avoid Fulfillment Problems
Call Centers
In-House Call Center
Outside/ Outsourced Call Centers
The Importance of Customer Service
Zappos: An Online Customer Service Experience
Evaluating Customer Satisfaction Level
Keeping Customers Happy
Summary
Key Terms
Review Questions
Exercise
Critical Thinking Exercise
Readings and Resources
Case: 1-800-FLOWERS.COM
Notes
13 Environmental, Ethical, and Legal Issues
Environmental Issues
The DMA’s Environmental Resolution and ‘Green 15’ Program
Ethics of Direct Marketing
The DMA’s Guidelines for Ethical Business Practice
The DMA Corporate Responsibility Department
Basic Consumer Rights
The Right to Safety
The Right to Information
The Right to Selection
The Right to Confidentiality
The Right to Privacy
Legislative Issues
Intellectual Property
Security
Privacy
Privacy Legislation
Privacy Protection Study Commission
Privacy Today: Antispam Laws
Annoyance and Violation
Type of Information
Consumer Privacy Segments
Corporate Response to Privacy
The DMA Commitment to Consumer Choice
The DMA Interest-Based Advertising (IBA) Guidelines
Third-Party Privacy Intervention: Infomediaries
Regulatory Authorities of Direct Marketing
Federal Communications Commission
Federal Trade Commission
Consumer Financial Protection Bureau
Food and Drug Administration
U.S. Postal Service
State and Local Regulation
Private Organizations
The Future: Self-Regulation or Legislation
Self-Regulation
Legislation and Permission Marketing
Online Legal Issues
Emerging Privacy Concerns
Summary
Key Terms
Review Questions
Exercise
Critical Thinking Exercise
Readings and Resources
Case: Snow Companies
Notes
14 International Direct Marketing
Direct Marketing around the World
Differences between Domestic and International Direct Marketing
Making the Decision to Go International
Step 1: Assess Your International Potential
Step 2: Conduct Market Research
Step 3: Select Your Trading Partners
Step 4: Develop an International Direct Marketing Plan
Step 5: Begin International Direct Marketing Activities
Modes of Market Entry
Exporting
Licensing
Joint Venture
Contract Manufacturing
Direct Investment
Management Contracting
International Direct Marketing Infrastructure
Lists and Databases
Fulfillment
Media
Creative
Geographical Area Analysis
Canada
Europe
Latin America
Asia/Pacific
Middle East
Africa
Summary
Key Terms
Review Questions
Exercise
Critical Thinking Exercise
Readings and Resources
Case: Coca-Cola in Peru
Notes
PART 4 Applications, Examples, and Careers in Direct, Digital, and Data-Driven Marketing
COMPREHENSIVE CASES
Case A: Domino’s
Case B: Oozlefinch Craft Brewery
APPENDICES
Appendix A: The Martin Agency: Developing a Direct Marketing Campaign
Appendix B: Careers in Direct and Interactive Marketing
Appendix C: Branded Digital Marketing Certification Programs
Appendix D: Direct and Digital Marketing Campaign Proposal Guide
Glossary
Index