Direct, Digital & Data-Driven Marketing 5th Edition

PrefaceUsing this BookAcknowledgmentsAbout the AuthorOnline ResourcesPART 1 Build, Develop, and Measure Direct Marketing Strategies1 Processes and Applications of Direct MarketingThe Scope of Direct MarketingCharacteristics and Growth of Direct MarketingDefinition and DescriptionThe Convergence of Direct and Brand MarketingFactors Affecting the Growth of Direct MarketingThe Processes of Direct MarketingDirect Communication 1:1Multiple MediaMeasurable ResponseDatabaseCustomer RelationshipsMultichannel FulfillmentOmni-Channel MarketingApplications of Direct MarketingUsers of Direct MarketingNonprofit OrganizationsPolitical OrganizationsGovernmental OrganizationsSports OrganizationsSummaryKey TermsReview QuestionsExerciseCritical Thinking ExerciseReadings and ResourcesCase: Fear 2 FreedomNotes2 Database Marketing and Customer Relationship ManagementCustomer DatabaseDatabase DevelopmentCustomer Loyalty ProgramsExamples of Loyalty ProgramsSource DataRecency/Frequency/Monetary AssessmentDatabase MaintenanceMatch Codes and Merge-PurgeMultibuyersKeeping Records CurrentDatabase SecurityInformation PrivacyProper Database StorageList SeedingDatabase Uses and ApplicationsUsing a Customer DatabasePerforming Database AnalyticsDatabase EnhancementInternal Data EnhancementExternal Data EnhancementCustomer Relationship ManagementCustomer ValueCustomer Lifetime Value (CLTV)One-on-One Personalized MarketingPartner Relationship Management (PRM)SummaryKey TermsReview QuestionsExerciseCritical Thinking ExerciseReadings and ResourcesCase: Nevada TourismNotes3 Lists and Market SegmentsLists as Market SegmentsA Perishable CommodityTypes of ListsThe List IndustryList UsersList OwnersList BrokersList ManagersList CompilersService BureausList Research and AnalysisList ResearchList Measurement and AnalysisThe Nature of Market SegmentationProduct DifferentiationProduct PositioningThe Bases for Market SegmentationGeographic SegmentationDemographic SegmentationSocial Factor SegmentationPsychographic SegmentationBehavioral Market SegmentationCohort AnalysisUsing Multiple Segmentation BasesZIP Code Areas as Market SegmentsGeographic StructureZIP+4Clustering Areas to SegmentsAvailability of Statistical DataSummaryKey TermsReview QuestionsExerciseCritical Thinking ExerciseReadings and ResourcesCase: Virginia Beach TourismNotes4 Marketing Analytics: Testing and MeasurementTestingList TestsOffer TestsCreative TestsContact Strategy TestsDesigning the TestTracking Responses and Measuring Test ResultsHypothesis TestingStatistical Evaluation of DifferencesStructuring and Evaluating a TestUsing Math and Metrics to Determine the ‘Right’ Target MarketDetermining Customer ValueCalculating Customer Lifetime Value (CLTV)Predicting Buyer BehaviorsDetermining the ‘Right’ Customer to TargetAnalyzing Market PenetrationMeasurement is the KeyCalculating Response Rates and Conducting Break-Even AnalysisCalculating the Impact of a LiftDetermining Conversion RatesPlanning the Direct Marketing BudgetHow to Begin: Estimating CostsThe First Calculations: Margins, Fixed and Variable CostsNet Profit and Breaking EvenCost per Inquiry/Cost per OrderReturn on Investment/Return on Advertising InvestmentBudgeting for TestsAnalytic Application: Super Bowl AdvertisingSummaryKey TermsReview QuestionsExerciseCritical Thinking ExerciseReadings and ResourcesCase: Hi-Ho SilverNotesPART 2 Create and Place Direct Marketing Campaigns5 The OfferWhat Is the Offer?Making an Offer EffectiveComponents of the OfferProduct or ServicePricing and Payment TermsRisk-Reduction MechanismsTime Limits or Length of CommitmentIncentivesCreating an OfferStep 1: Perform Market ResearchStep 2: Determine the Objectives of the OfferStep 3: Target the OfferStep 4: Test the OfferStep 5: Execute the OfferPopular OffersSubscription ModelsPlatform Business ModelsSummaryKey TermsReview QuestionsExerciseCritical Thinking ExerciseReadings and ResourcesCase: Mike’s Bike ToursNotes6 Creative Message StrategiesCreative ResearchMessage ObjectivesCopywriting TechniquesFeatures versus Advantages versus BenefitsWriting the CopyCopy AppealsCopywriting FormulasDesign and GraphicsLayoutsIllustrations and PhotographsInvolvement DevicesTypePaperInkColorCreating Messages for Specific MediaPrintTelevisionRadioOnline VideoDigital PlatformsSummaryKey TermsReview QuestionsExerciseCritical Thinking ExerciseReadings and ResourcesCase: Barely ThereNotes7 Print MediaDirect MailAdvantages and DisadvantagesDesignsMarket SegmentationCouponsCooperative MailingsStatement/Invoice StuffersPackage InsertsTake-One RacksMagazinesDesignMarket SegmentationCategories of MagazinesAdvantages and DisadvantagesPosition and TimingNewspapersMarket SegmentationCategories of Newspaper AdvertisingAdvantages and DisadvantagesPosition and TimingSummaryKey TermsReview QuestionsExerciseCritical Thinking ExerciseReadings and ResourcesCase: Busch GardensNotes8 Television, Radio, and Digital VideoIntroductionTelevisionMarket SegmentationCharacteristics of Television TimeDirect Marketing Uses of TelevisionTelevision Home ShoppingInfomercialsAdvantages and DisadvantagesRadioMarket SegmentationRate StructureAdvantages and DisadvantagesInternet Radio CompetitorsDigital VideoYouTubeSetting up a Video ChannelGoing ViralSummaryKey TermsReview QuestionsExerciseCritical Thinking ExerciseReadings and ResourcesCase: GEICONotes9 Mobile, Text, and Telephone for MarketingIntroductionEmerging Tools and TrendsGoogle LensMobile Payment SystemsMobile MarketingLocation-Based Search: Google, Yahoo, and Bing PlacesMobile WebsitesMobile CouponsClick-to-CallPrerecorded MessagesQR Code CampaignsGeo-tagged MarketingLocation-Based MobileMobile Application DevelopmentText MessagingSMS Text MessagingMultimedia Messaging Service (MMS)TelephoneInbound versus Outbound CallsAdvantages and DisadvantagesPlanning a Telephone Marketing ProgramSummaryKey TermsReview QuestionsExerciseCritical Thinking ExerciseReadings and ResourcesCase: UberNotes10 Digital and Social MediaIntroductionGrowth and TransitionContent MarketingInfluencer MarketingCrowdsourcingApplicationsE-mail MarketingOnline Market ResearchE-commerceConnecting SitesDriving Site TrafficSearch Engine OptimizationGoogle AdsBanner AdsWebinarsOnline Direct-Response Conversion PagesOffline TacticsDigital Formats and ToolsBlogsSocial NetworksPURLsDeal-of-the-Day Online Offers/CouponsClick-to-ChatMeasuring Site Traffic and AnalyticsGoogle AnalyticsClicktaleSummaryKey TermsReview QuestionsExerciseCritical Thinking ExerciseReadings and ResourcesCase: Mud PieNotesPART 3 Serve and Adapt to Customers and Markets11 Business-to-Business (B2B)Business-to-BusinessBusiness-to-GovernmentDifferences between Business and Consumer MarketsCharacteristics of Industrial DemandB2B ApplicationsB2B Marketing ChallengesSegmenting Business MarketsStandard Industrial Classification (SIC)North American Industry Classification System (NAICS)Other Industrial Market Segmentation CriteriaMarketing FunnelB2B Customer AcquisitionContent MarketingIn-Person ContactTelephone CallsReferralsWebinarsSocial MediaB2B Customer RetentionUp-sellingCross-sellingCustomer LoyaltyCustomer AdvocacySummaryKey TermsReview QuestionsExerciseCritical Thinking ExerciseReadings and ResourcesCase: CiscoNotes12 Fulfillment and Customer ServiceFulfillmentWhat Is Fulfillment?Traditional Fulfillment StandardsThe Fulfillment ProcessThe OfferThe ResponseProcessingShippingBillingCustomer ServiceFulfillment OptionsIn-House FulfillmentOutside Fulfillment CentersOnline FulfillmentSupplier Direct FulfillmentDelivery OptionsU.S. Postal ServiceAlternative Delivery SystemsFulfillment ProblemsSources of Fulfillment ProblemsWays to Avoid Fulfillment ProblemsCall CentersIn-House Call CenterOutside/ Outsourced Call CentersThe Importance of Customer ServiceZappos: An Online Customer Service ExperienceEvaluating Customer Satisfaction LevelKeeping Customers HappySummaryKey TermsReview QuestionsExerciseCritical Thinking ExerciseReadings and ResourcesCase: 1-800-FLOWERS.COMNotes13 Environmental, Ethical, and Legal IssuesEnvironmental IssuesThe DMA’s Environmental Resolution and ‘Green 15’ ProgramEthics of Direct MarketingThe DMA’s Guidelines for Ethical Business PracticeThe DMA Corporate Responsibility DepartmentBasic Consumer RightsThe Right to SafetyThe Right to InformationThe Right to SelectionThe Right to ConfidentialityThe Right to PrivacyLegislative IssuesIntellectual PropertySecurityPrivacyPrivacy LegislationPrivacy Protection Study CommissionPrivacy Today: Antispam LawsAnnoyance and ViolationType of InformationConsumer Privacy SegmentsCorporate Response to PrivacyThe DMA Commitment to Consumer ChoiceThe DMA Interest-Based Advertising (IBA) GuidelinesThird-Party Privacy Intervention: InfomediariesRegulatory Authorities of Direct MarketingFederal Communications CommissionFederal Trade CommissionConsumer Financial Protection BureauFood and Drug AdministrationU.S. Postal ServiceState and Local RegulationPrivate OrganizationsThe Future: Self-Regulation or LegislationSelf-RegulationLegislation and Permission MarketingOnline Legal IssuesEmerging Privacy ConcernsSummaryKey TermsReview QuestionsExerciseCritical Thinking ExerciseReadings and ResourcesCase: Snow CompaniesNotes14 International Direct MarketingDirect Marketing around the WorldDifferences between Domestic and International Direct MarketingMaking the Decision to Go InternationalStep 1: Assess Your International PotentialStep 2: Conduct Market ResearchStep 3: Select Your Trading PartnersStep 4: Develop an International Direct Marketing PlanStep 5: Begin International Direct Marketing ActivitiesModes of Market EntryExportingLicensingJoint VentureContract ManufacturingDirect InvestmentManagement ContractingInternational Direct Marketing InfrastructureLists and DatabasesFulfillmentMediaCreativeGeographical Area AnalysisCanadaEuropeLatin AmericaAsia/PacificMiddle EastAfricaSummaryKey TermsReview QuestionsExerciseCritical Thinking ExerciseReadings and ResourcesCase: Coca-Cola in PeruNotesPART 4 Applications, Examples, and Careers in Direct, Digital, and Data-Driven MarketingCOMPREHENSIVE CASESCase A: Domino’sCase B: Oozlefinch Craft BreweryAPPENDICESAppendix A: The Martin Agency: Developing a Direct Marketing CampaignAppendix B: Careers in Direct and Interactive MarketingAppendix C: Branded Digital Marketing Certification ProgramsAppendix D: Direct and Digital Marketing Campaign Proposal GuideGlossaryIndex