E-Marketing - Module 4 Assignment - Amanda
E-Marketing - Module 4 Assignment - Amanda
Zahay & Roberts (n.d) states that we have three sorts of direct marketing tactics in E-
Marketing that correspond to a fundamental customer life cycle. The company begins by
getting a customer. This is the state in which a service or product is being tested. Zahay &
Roberts (n.d) argues that the consumer has produced a single transaction, or may have used
the product for free as a consequence of a sample or demonstration, but has not yet dedicated
to the brand. The second phase is conversion, which is named by the fact that the prospect
becomes a customer at this point. This could take one to three purchases, or perhaps more, to
establish a persistent purchasing pattern. The last phase is retention, which occurs when a
consumer keeps making purchases, a circumstance known as behavioral loyalty. Even better,
at this point, the consumer starts to show attitude-based loyalty. This can lead to a variety of
behaviors, from rejecting competing offers to becoming a product champion. When designing
marketing strategies, why is it critical for marketers to differentiate between new customers,
Question Two
The marketing mix that enables direct marketing campaigns differs slightly from the standard
related factors that make up the total proposition provided to a potential consumer.
● The media was chosen with the premise that, with adequate implementation, any
secondary role-
● In this setting, in which the customer experience and so many sensory inputs are not
present, service and assistance has long been acknowledged as a critical part.
● These elements are all required to implement any direct response program. It is,
The offer ought to include a call to action, according to the first rule of direct marketing. To
put it another way, it must clearly state what the marketer wants the viewer to do and make it
simple for her to do so. This may seem like a basic concept, but it's all too simple to let the
It also happens all too often that a visitor is ready to take action but can't find a response
form, or the form doesn't work, or the questions on the form are too intrusive or burdensome.
Action which is not taken while the want to act is strong is unlikely to be taken again.
Question three
According to Almuttairi (2002) a good offer is one that elicits an immediate response from a
potential consumer and establishes a solid foundation for future marketing efforts directed at
Almuttairi (2002) states that these terms have been used by direct marketers for a long time,
despite the lack of a definite definition. It's a good idea to conceive of the front end as all of
the activities that go into making a transaction. All post-sale processes, including customer
orders and customer service, are handled on the back end. Marketers are familiar with the
The rationale for this is that it is the back-end activities that promote long-term client
pleasure and lead to increased revenue. According to Almuttairi (2002) the back-end,
sometimes known as the "server-side," is the part of the website that controls how it
"The front-end is everything connected to what the many see, encompassing design as well as
some languages like HTML and CSS," explains Dr. Rafah M. Almuttairi. The front-end is
responsible for a wide range of tasks. "Web designer" is a typical front-end job title. A web
designer, as the name implies, creates websites. Back-end refers to everything that isn't
visible to the user in the browser, such as databases and servers. Customer retention is usually
According to Hans H.Bauer, Maik Hammerschmidt, and Matthias Braehler's article, customer
value is defined as "......customer's economic value to the company, a definition that differs
from the commonly used demand-oriented view of customer value as the company's or its
According to Zahay & Roberts (n.d) the aim of marketing is to develop a consumer, not just a
sale, has long been a truism. True, but for many mass media marketers, it has remained an
illusive aim. They couldn't contact directly with their end consumers and make targeted
attempts to retain and boost their long-term worth since they couldn't recognize them. Zahay
& Roberts (n.d) states that this is a new direct marketing approach that is now accessible to
all marketers who use their Internet marketing efforts wisely. CL V (customer lifetime value)
is based on the premise that if a marketer understands the expenses of acquiring, maintaining,
and servicing a customer, he can make an informed choice about how much it should spend
company. To compute CLV with a fair degree of precision, it can take up to three years of
darn. After five years, the cost of capital discount gets so large that future income streams are
worthless, therefore 3 to 5 years is usually enough. It's worth noting that data should be
collected for up to three years before CLV and marketing campaigns can be developed. (Page
Almuttairi R, M. (2002) what’s the Difference between the Front End and Back-End?
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.121.4292&rep=rep1&type=pdf
Zahay, D., Roberts, M.L. (n.d.) Internet Marketing, 4th Edition. Cengage Learning. ISBN-10:
1- 337-10676-3