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E-Marketing - Module 4 Assignment - Amanda

E-Marketing- Module 4
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0% found this document useful (0 votes)
38 views6 pages

E-Marketing - Module 4 Assignment - Amanda

E-Marketing- Module 4
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Question one

Generic Direct Marketing Strategies

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,

conversion, and retention?

Question Two

The elements of a direct marketing strategy

Critical Strategy Elements

The marketing mix that enables direct marketing campaigns differs slightly from the standard

marketing four Ps. They really are:


● The offer, which includes the product, pricing, placement, and any other product-

related factors that make up the total proposition provided to a potential consumer.

● The target vehicle is the list.

● The media was chosen with the premise that, with adequate implementation, any

medium can be utilized as a direct response medium.

● In this action-oriented atmosphere, the creative execution- which tends to play a

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,

however, important to understand the role of the offer in developing

Internet marketing strategies

Offers That Incite to Action

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

call action get lost in the webs ire pyrotechnics.

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

The Front End versus the Back End

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

a specific, recognized customer. To do so efficiently, the marketer must be aware of the

differences between front-end and back-end concerns.

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

front end because it is their traditional area.

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

functions, updates, and changes.

"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

referred to as programmers or developers who work on the back-end.


Question four

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

products' value to the customer."

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

marketing to that client.

The underlying model is simple:


The calculation considers the length of time the customer is expected to stay with the

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

90, Zahay, D., Roberts, M.L.)


Reference

Almuttairi R, M. (2002) what’s the Difference between the Front End and Back-End?

Retrieved from http://www.uobabylon.edu.iq/eprints/publication_4_27425_1402.pdf

Bauer,H.H, Hammerschmidst M, Braehler M. (2003) The customer Lifetime Value Concept

and its contribution to Corporate Valuation. Retrieved from

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

Zahay & Roberts (n.d)

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