Marketing Paradigm for Electronic Commerce - Assignment Example

Direct Marketing Programs Answer 1 In the present intense viable business environment, there is a requirement for World vision to develop into a globally competitive industry. Direct marketing provides World vision with a means of doing this. It is quite obvious that there will be a lot of fundamental differences, between the way businesses are operated on the Internet and in the real world. World vision uses direct marketing for a to recruit new famine participants, direct marketing is used via a three –stage process. The recruit campaign features outbound telemarketing and the production of marketing collateral, both printed and online. Currently, there is a general belief that every business will be run on the Internet in the same manner as they are in the real world. The internet has a lot of information and world vision can do a lot as it has opened a lot of new and exclusive opportunities to the world vision. It has turned world vision into a marketing success in this competitive industry. A good example of this is the Direct marketing has not entirely changed the entire concept of marketing, however has made a lot of improvements in it and thus given marketers a lot of opportunities will. Direct Marketing up till now utilizes the traditional theories of the marketing mix; however the main reasoning behind the world vision to utilize it. Image 'Promotion', is another thing which is a part of direct marketing another reason for world vision to use it, so that they can utilize media for this purpose. If world vision utilized old methods then they would not have any direct interaction with customers. As direct Marketing improved this system by utilizing a many to many communication method, it is very useful for world vision. As in this way the participants was directing interacting with the world vision, with each other and also offer information to medium regarding their satisfaction. Thus, world vision has to rebuild promotion models for them to be more interactive; this is one of the most important improvements made in the field of marketing. An important advantage of direct marketing for world vision is that, it helps in removing all restrictions regarding geographical locations. Thus now world vision can target prospect participants which they could not target before. Moreover world vision will require no physical location; they can give all their information to their participants and prospects on their website. Businesses have accepted the fact that competition completely depends relies on the amount of information. Direct marketing has also created a hypermedia environment which helps is accessing all kinds of information just by clocking websites on the internet. This permits the marketing of world vision to improve as prospects have a chance look up al the information they require regarding world vision. Thus direct marketing abolishes the old concept pf giving prospects limited amount of information regarding the programme or product. This also helps the prospects to compare world vision’s work and programme with other similar programme. It makes their decision to join world vision easier. Thus every time a prospect decides to join world vision he first does a competitive assessment. This does not in anyway mean that prospects will only prefer world vision because of it’s famine 2000, they may even prefer it because of the way they use direct marketing to give certificates. This means that they acknowledge their members. They will first go through a lot of information, how ever direct marketing gives précis information and thus world vision will have abetter chance of attracting prospects. And this even world vision has a lot of competition but direct marketing may minimize that risk. Direct marketing is quite economical and thus it does not require the company to utilize a heavy budget. However the information given via this kind of marketing is quite elaborate. Marketing Paradigm for Electronic Commerce p1). However protects usually have a lot of quires regarding how exactly the programme works and thus so that staff of world vision do not have time to answer so many quires , so in this manner direct marketing is the best option for word vision. even though this communication has to be utilized participants need an interpersonal communication system with world vision and this can only be possibly if they keep up their market strategy and keep distributing certificates. . It is hardly ever almost all internet businesses are free. A lot of the software which are found on the Internet and the WWW, is either free of cost or it is shared. Ever since the fame of internet marketing took place, [people now try to find software which is free of cost. Thus it can be said that inter market has a lot of benefits which can be beneficial for world vision. Answer 2 I think online marketing will replace direct mail or telephone as it gives the companies more opportunities for marketing. A few examples of such opportunities are given below: Online marketing may be the best thing in the future. Its most fervent apostle, predict an era when the Internet along with e-commerce will substitute telephones and direct mails as a medium of marketing. Online marketing will also improve the entire economy. Companies can utilize online advertising to construct their Internet brands or to draw people to their sites. Every advertisement consists of a heading or topic. Not like with newspaper advertisements, readers cannot read every thing I the advertisements until they open the site, thus one has to keep such a title that the viewers feel the need to open it. Online advertisements also have pop up whilst people who are utilizing the net are usually just browsing through sites. These advertisements are quite attractive; some are full screen and some just pop up when they are clicked. Another reason marketing on the internet is has more advantages is because Many organizations can also take part in or support Internet forums, newsgroups and press releases, which are according to their precise special-interest groups. These activities can be arranged according to pro commercial or non-commercial objectives. Forums are also known as exceptional interest groups or discussion groups. Theses groups are mostly found on commercial online services. They can manage libraries, at times even a chat room so that the exchange of messages between visitors and at times even with the organization can be made easy. In these sessions more then one person can put forth their views. On the majority forums, direct advertising is forbidden. The participants are not permitted to use their slogan or promotional advertisements. However company can use them to make consumers aware of their company, this will indirectly help in marketing their product. Another important way that companies can market themselves world wide without the hassle of telephone bills or direct mail is by. Participating in newsgroup is an easy way to focus on a group of people with a particular interest. The company can find out what they're saying about the subject in general, what problems or needs they have what they're saying about the competition, and even what they're saying about the company. Another reason why internet marketing it preferred to telephone or direct mailing is offers Bulletin boards systems. This is an extremely tiny piece of the online marketplace. Bulletin boards systems are expert online services that focus on a particular theme or grouping. Marketers may want to spot and partake in Bulletin boards systems as it catches the attention of customers which may be apart of their target market. nevertheless, those users at times dislike interruptions of adversities on while they are using the net , thus the marketer have to tread cautiously, taking part in clever ways that may be beneficial to the users. A company may be successful in encouraging the customer to email their queries, recommendations and complaints regarding the company’s service. Customer service representatives may be bale to reply to messages like this. The company might also turn into an Internet-based electronic mailing list of customers and even possible customers. Lists like these give an exceptional opportunity to launch the company and offers services to old and new customers equally. Utilizing the lists, online marketer’s may be able to mail customers newsletters, particular merchandise or promotion offers which were utilized by the customer. Even reminders of what their service offers or warranty renewals or notice of particular events. This might also be called as push programming; it provides a good medium via online marketers can convey their Internet advertisements as well as any additional information. The most important commercial online services are providing these services. Thus it is only fair to say that telephone and direct mailing is something of the past. With many options regarding the internet now it has become extremely easy for companies to market their product. Answer3 World vision can evaluate the success of their campaign by using measures of website traffic, particularly downloads of the report and early registration of the 2002 famine. Thus as many visitors visit the site and download the report the more the success of the program. This is a sure fire way to evaluate the success of an online website. Some organizations even use hit programs, this does not have any positive results. So the fact that world vision evaluates it’s success by measuring website traffic is a prefect method. Answer 4 In order to bank new famine participants, direct marketing is used via a three –stage process. The recruit campaign features outbound telemarketing and the production of marketing collateral, both printed and online. Telemarketing is used to get a verbal registration of expression of interest, the main objective being to recruit high school students. It is used to gauge interest level and determine collateral to be mailed to each group. Those interested in participating in the 40 hour Famine will then receive a direct mail package. The Famine information is designed to motivate all groups and individuals to register for the famine by showing what can be achieved through personal participation, who can get involved and how, and positioning poverty as an issue that is solvable. All this material is also available via the website in both HTML and PDF versions for potential participants to print out. Follow-up is via an e-mail message, yet World Vision has found that about that one-third of all e-mail messages are unopened. This may be due to an access of junk e- mails or high rates of accounts expiries among this young audience. The internet is integrated fully with more traditional direct marketing methods. This three-pronged attack is integrated with direct-response press advertising, used to solicit immediate support from potential famine participants. Lauren Burns,taekwondo gold medalist at the 2000 Olympics, was the celebrity endorser for 2001;deemed as an attractive message source to the targeted audience .A strong message apparent in this year’s campaign is the significance of banking. Answer 5 World vision can use the customer database so that physical customer mailings can be more directed. Instead of printing and mailing fliers to an entire neighbourhood, the customer database can be used to target known customers. The database can also be used to map the locations of loyal customers, allowing the company to spot areas of few or no customers. These areas can then be targeted for directed marketing. Loyal customers can be sent special updates to encourage them to bank even they are busy. World vision will also need to consider what they intend to offer customers in exchange for program participation. The most obvious benefit would be to provide customer discounts but since World vision’s believes that its customer base is more focused on service rather than price other rewards will be considered. This can be done without seriously impacting the company’s bottom line by making use of special partnerships with companies that offer services that are tied to the industry. Work cited Marketing Paradigm for Electronic Commerce (2009) p1; retrieved from http://www.indiancommodity.com/agecommerce/agecomMPEC.html on 13th December 2009. Read More