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Direct and Database Marketing of Joe Deluccis in the UK - Case Study Example

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This paper “Direct and Database Marketing of Joe Delucci’s in the UK” presents the idea of integrating marketing tools and how it benefits companies which implement it. Marketing effectiveness is demonstrated by the example of a company that sells Italian ice cream the Southern region of the UK. …
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Direct and Database Marketing of Joe Deluccis in the UK
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Download file to see previous pages Joe Delucci’s Gelato conducts its direct and database marketing activities through its three websites (www.joedeluccis.com) and the company even has its own Twitter and Facebook accounts (http://twitter.com/joedeluccis and (http://www.facebook.com/profile.php?id=1471105082#!/profile.php?id=1129087682&ref=search&sid=506722875.578012033..1) in order to keep in touch with their customers. The following paragraphs shall present the company’s direct marketing and database marketing techniques, and how such techniques would lead to the company’s increased profitability.
The fact that the Internet has evolved into a sort of electronic ‘marketspace’, illustrates how digitization has indeed taken over the world. Unlike the physical marketplace, wherein interactions take place between the seller and the buyer, the marketspace of the Internet is really different. Through the Internet, marketers can finally conduct surveys and analyze the behaviors of their consumers in a manner that was not previously possible. According to Locke (2000), tracking software available on online websites has the ability to record details about the activities conducted by consumers, allowing companies to gain access to their behaviors and decisions. Joe Delucci’s, in fact, has an online tracker, wherein they display the number of ice cream scoops being ordered by their consumers. The tracker continues to be updated every second, and to date, the company has successfully sold over 5 million scoops of their ‘genuine Italian gelati and sorbetti’. ...Download file to see next pages Read More
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