How Does Digital and Direct Marketing Work Together?

1. Differences between Marketing and DIDM

1.1. Collection and application of individual data

1.2. About customer, prospect and non-customer

1.3. DM talks to and listens to individuals in market place

1.4. Targets individuals

2. Similarities Between DIDM and Traditional Marketing

2.1. Set marketing objectives

2.2. Create a budget

2.3. Evaluation of marketing plan

3. Benefits of DIDM

3.1. 1. Improve targeting

3.2. 2. Measurable results

3.3. 3. Historical and predictive information

3.4. 4. Long term development

3.5. 5. Improved gearing on marketing

4. TICC

4.1. Targeting

4.2. Interaction

4.3. Control

4.4. Continuity

5. SOSTAC

5.1. Situational Analysis - Where are we now

5.2. Objectives - Where do we want to be?

5.3. Strategy - How do we get there?

5.4. Tactics - Details of the strategy

5.5. Action - Details of the tactics

5.6. Control - Metrics that need to be measured

6. Direct Marketing Definitions

6.1. 'The planned recording analysis and tracking of customers' direct response behaviour over time. In order to develop future marketing strategies for long term customer loyalty and to ensure continued business growth' Holder and Woodcock, IDM 2012

6.2. 'Direct marketing is a way of acquiring, keeping and developing customers and in doing so, meeting the needs both of the customers and the organisation serving them, it does this by providing a framework for three activities: analysis of individual customer information; strategy formation; and implementation such that customers respond directly' Tapp et al

7. Digital Marketing Definitions

7.1. 'Achieving marketing objectives through applying digital technologies' Chaffey

7.2. Digital marketing has a similar meaning to electronic marketing - both describe the management and execution of marketing using electronic media such as web, email, interactive tv, wireless media in conjunction with digital data about customers characteristics and behaviour' IDM

8. How DIDM Helps Traditional Marketing

8.1. Emphasis on retention

8.2. Implies additional information

8.3. Customers are the major asset

8.4. Research through testing

8.5. Reduces the influence of intermediaries

8.6. Keeps close to customers

9. DIDM an Integral Park of Marketing

9.1. A concept and a range of activities

9.2. Identifies and satisfies customer requirements

9.3. Focuses organisation on customers and their requirements