Principles of Direct, Database. Alan Tapp, Ian Whitten and Matthew Housden
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1 Principles of Direct, Database and Digital Marketing Alan Tapp, Ian Whitten and Matthew Housden PEARSON Harlow, England London New York Boston San Francisco Toronto Sydney Auckland Singapore Hong Kong Tokyo Seoul Taipei New Delhi Cape Town Säo Paulo Mexico City Madrid Amsterdam Munich Paris * Milan
2 Contents Preface to the fifth edition xi Part 1 Introducing direct and digital marketing 1 What is direct and digital marketing? 3 Objectives 3 Introduction What is direct and database marketing? Defining direct, digital and database marketing Direct marketing in practice The historical growth of direct marketing 17 Summary 22 Questions 23 References 23 Case study: Volvo: from product to consumer-led response marketing 25 Case study: 'Rapid Pizza' 30 2 The database 32 Objectives 32 Introduction What is a marketing database? The data to hold Data sources Database management issues Self-regulation in direct marketing 51 Summary 53 Questions 53 References 54 Case study: Saco Drive-ln 55 Part 2 Using direct marketing to analyse the marketing situation The customer database: analysis and applications 59 Objectives 59 Introduction Uses of the database Segmentation applications for database marketers 64
3 3.3 Analytical techniques 68 Summary 84 Questions 85 References 85 Case study: Segmentation in action 86 Case study: Tesco Clubcard 92 Case study: Training and Enterprise Councils 94 4 Using external databases in direct marketing 96 Objectives 96 Introduction Introduction to external databases What are external databases used for? External databases explained 108 Summary 125 Questions 125 References 126 Case study: The Salvation Army 127 Case study: Depaul UK - 'ihobo' app 128 Part 3 Setting objectives and strategies within direct marketing 5 Direct marketing objectives and strategies 133 Objectives 133 Introduction Setting direct marketing objectives Creating direct marketing strategies 140 Summary 153 Questions 153 References 153 Case study: Nissan GB Qashqai Launch 2011 TMW and Indicia 154 Case study: Managing acquisition and retention - BK Bank 156 Case study: Coventry City Football Club 162 Appendix 1 : Extracts from research carried out with season ticket and ex-season ticket holders, November Appendix 2: Extracts from research carried out at an open day, June Appendix 3: The typical fan - research findings 168 Appendix 4: Research carried out from segmentation of supporters study, November Appendix 5: Casual fans: two types of casuals 172 Appendix 6: The loyalty issue 173 Appendix 7: Croups distinguished by match-day behaviour 173
4 6 The strategic influences on direct and digital marketing Objectives Introduction 6.1 Influences on direct marketing strategy 6.2 The use of marketing databases in the wider company environment 6.3 Knowledge management 6.4 Delivering direct marketing strategies 6.5 The total product/service Summary Questions References Case study: Social marketing in action: how direct marketing could be used Contents for social good (Sport England) 213 Case study: Sony Professional Relationship marketing and CRM 228 Objectives 228 Introduction Relationship marketing Customer relationship management (CRM) 236 Summary 246 Questions 246 References 247 Case study: Insureco - from direct sales to direct CRM Digital marketing and the Internet 250 Objectives 250 Introduction What is the Internet? The growth of the Internet How companies use the Internet Distinctive features and benefits of the Internet The impact of the Internet on direct and database marketing 267 Summary 281 Questions 282 References 282 Case study: Dycem Ltd Social media 295 Objectives 295 Introduction Social media objectives How consumers use social media How businesses use social media Other commercial users of social media vii
5 9.5 Geo-location based offers - how businesses COULD use social media Measurement and control of social media Some social media sites (not mentioned elsewhere so far) offering great potential for marketers 308 References 310 Case study: Where the hell is Matt? 312 Part 4 Direct marketing implementation and control Offers and incentives in direct marketing 317 Objectives 317 Introduction Defining offers and incentives Using incentives in direct marketing Programmes to existing customers Programmes of contact to attract new customers 338 Summary 347 Questions 347 References 348 Case study: Bounty 349 Case study: Barclaycard Freedom 350 Case study: ARK Skincare 353 Case study: Friend get Friend Campaign 354 Direct marketing media 357 Objectives 357 Introduction The range of media in direct marketing Factors affecting media choice Discussion of individual media The Internet Direct mail Mobile marketing 398 Summary 403 Questions 403 References 404 Case study: Xerox wins gold - how to make direct mail interesting 405 Case study: Dell 406 Case study: Pimm turns gold 409 Case study: Heinz At home 409 Acquisition media 412 Objectives 412 Introduction 412
6 Contents 12.1 National press Magazines Direct response television Interactive television Inserts Household delivery/door-to-door distribution Direct response radio New or unusual media Combining media to maximise efficiency: the contact strategy 444 Summary 448 Questions 448 References 448 Case Study: Crocs Mobile Coupon campaign 450 Case Study: Choosing media - Gillette Creative practice and consumer behaviour in direct marketing 455 Objectives 455 Introduction Introducing creative practice Using creative as a form of research The strategic drivers of creative practice Creative execution 469 Summary 490 Questions 491 References 491 Case Study: England and Wales Cricket Board Limited 492 Case Study: Friends of the Earth 493 Case Study: Lynx Attract Testing, budgeting and research in direct marketing 496 Objectives 496 Introduction Testing Budgeting for direct marketing programmes Market research in direct marketing 514 Summary 516 Questions 517 References 517 Case Study: The Royal National Lifeboat Institution 518 Appendix 1 : Membership rates and grades 524 Appendix 2: Headings from previous RNLI creative briefs to its direct marketing agency, Burnett Associates 524 Appendix 3: List of questions in survey of yacht club members to be carried out within three months of the brief 524 Reference 525 ix
7 Contents 15 Legal impacts on direct, database and digital marketing 526 Please note 526 Objectives 526 Introduction The Data Protection Act (1998) Opt-in versus opt-out The use of cookies The future of data protection legislation 543 References 544 Index 547 X
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