Direct marketing and sales promotion via the Internet

Direct marketing and sales promotion via the Internet

1.
Direct Marketing:

Often the dialogue, which is seeking to achieve marketing communications with customers and owners

Constrained relationship inherent time delay is based on the speed of getting responses resulting from

Participation in the communicative process.
However, thanks to technological developments today, it became
Participants can hold talks based marketing communications at high speed.
The essence of

This property lies in the speed to allow for connections based on the interaction terms are met

For inquiries and queries almost instantaneously.
1

And direct marketing is one of the most promotional tools for integrated marketing communications mix that

Internet hired to serve their goals, and we had known in advance of direct marketing as "all connections

Direct marketing with targeted clients of the organization, in order to generate their immediate response or

Quick, immediate and building relationships with them.
"
And take direct marketing to the Internet in modern marketing practice a number of diverse forms

Including: 2

(Internet cata log Marketing): • comic manuals online marketing

Is in direct marketing, which is done through brochures pictured on the internet, and that

Allows the use of printing techniques and colors to give a detailed description clearer, the product

And specifications, and how it is used.

(Voice-mail Marketing): • voice-mail marketing

And refers to the direct marketing which uses electronic voice mail access to customers

Target, where are here to send a verbal message on the Internet from the enterprise to the client, so that it can

Hear it when he wanted, when activated (the pressure) Fund-mail stored by the message.

(Data base Marketing): • marketing databases

Represents one of the forms of direct marketing which uses databases recorded on computer

In achieving marketing objectives of the institution.
  
Email marketing

E-mail is one of the most important means of direct marketing on the Internet, and regarded as a synonym

The Declaration of direct mail, but that e-mail has at least three advantages compared to direct-mail

: And is 1

A - There is no charge in the case of postal mail.

B - e-mail and provides a convenient way for direct response.
Vaalanat mail

Mail directing users to Web sites effectively, and the user can

Web to obtain additional information or termination of a business deal.

T - and most importantly, it is possible to personalize e-mail to suit the needs and desires

User's private and completely electronic.

We can say that the message sent by email must be characterized by four important characteristics

: And is 2

• To be brief, it is desirable that the text of the message is long and boring.

• Subject should be expressing its essence.
The future does not have time to 

Therein.

• be personalized, unguided message is likely to not give positive results.

• be a surprise, The message must contain the elements induce a response during the period

Validity (price reductions, free sample, time-limited special offers, etc.).

And e-mail the most commonly used forms of direct marketing, as many of the institutions

Send regular e-mail bulletins, and is an excellent communication tool with customers as Albhm

Enjoy receiving these messages.
And e-mail bulletins considered growth area because they provide many

: The following benefits and advantages 3

Do on a regular basis, and promote legal name of the institution to the customer.

Modify contact with detailed material.

Establish Enterprise as an expert in the subject.

Re for enterprise customers.

Ease of sending to the customers
 
It is the bad side of, (Spam) is also worth mentioning E-mail is spam

E-mail marketing.
Customers do not like e-mail is seductive because it converts mobilized choose from

The transmitter to the receiver, marketers must be careful because the marketing can work placebo effect

Venting themselves communicate thousands of Spam reverse. Valmtgayn email believe that

Users and friends on e-mail lists, which leads to the creation of a bad reputation of the institution.

2. Sales Promotion:

Sales promotion activities include coupons, product samples and games and competitions

And gifts, etc., where the use of coupons, samples and contests widely over the Internet.

And multiply the importance of sales promotion on the line when it coincides with the announcement via the Internet, also contribute

To enable the institution to collect the largest possible number of names in their own base e
.
Email 1

1.2.
Contests and sweepstakes:

As in the physical world pre-registration is necessary for the possibility of participating and winning in games

And online competitions, with an emphasis on the need to respect the legal rules of the game.
In addition to

The possibility of compiling e-mail addresses, these games give an opportunity to be divided into groups.

As allow upgrades partnerships with other institutions, for example, in the case of games, "treasure hunting" research is in

Several locations, and the institution that would like to participate in such games to host the mark

(Signal) on its website pages 2

If the lottery Offers changed regularly, users will come back to the site to see the last of luck

Entered the market and online travel agencies in the middle of the month Orbitz.com won. Example

June 2001 as the site attracted 1.9 million customers in its first month, largely due to

Lottery announced on the radio every visitor the same record at the site was eligible for a ticket

Free back and forth every 24 hours for six weeks 3

2.2.
Coupons:

Coupons used widely on the Internet, as they are delivered by e-mail. As you

Electronic coupons companies send e-mail notification as soon as new coupons available on

Network in an attempt to build a brand.
One study found that 55% of Internet users
  
Prefer to receive e-mail coupons compared to 30% who prefer newspapers and 18% prefer

Regular mail 1

: There are several forms of online coupons, including 2

A - coupons requests on-line: the user online Coupon chooses to one of the sites, then is it

Sends it via regular mail.

B - printable coupons: the visitor is from prints the coupons, either directly from the Foundation's website

Her presentation or through special sites.
In this case, the costs of distribution and production

Coupons rests with the buyer.

T. - Coupons default: a user code through the website or by

E-mail to inform them displayed reductions, which benefit during the purchase process

On-line.
In this way, the most widely used on the Internet and easier for users.

Center among the top ten) HOTwww.hotcoupons.com (occupies coupons

Among the many U.S. companies that offer electronic coupons.
They offer coupons

Local, which allows consumers to search the database by area code 3

3.2. Testing: Some sites for users to test digital sample of the product prior to purchase.

60 days - as many of the software companies that provide free download demo copies in 30

Where the user is able to after this period to buy the program or remove it from the system.
Also music shops

Online allows customers to test clips 30-second music before ordering the CD-ROM

.4 (CD)

The fourth requirement: public relations online

Public relations is one of the marketing communications tools that fit a wide variety of

Stakeholders in the project.
While we find that advertising, sales promotion, and personal selling of

Tools marketing / promotions, which often targeting existing and prospective buyers, the relationships

General used to build a good mental picture of the different audiences.
These audiences include owners

Interest in the project, workers and the media, suppliers and the local community in addition to the

Industrial customers and buyers and many stakeholder groups in the project.
  
Internet today provides great opportunities to employ creative skills of workers in this field.
The

There are a lot of instructions that can be applied to such service and employ creative skills

To assist in the practice of public relations better in the Internet era.
It is divided into the management process

: Public relations and promotion of online into four levels are 1

- Content: Estimated online audience extremely rich content, premise to exist on the network

WAP is the quality of the information provided.
And effort in order to assure site visitors that they can

Trust the information in addition to access to the site and navigation is very simple.

And can include this information on the summaries and general backgrounds, explanations and information about

Product or service provided by the institution along with entertainment and fun.

- Means (access to the site): in which they can access the information.
Valqaúm

Public relations can help in the process of attracting web surfers and provide some features

The user through the mutual benefits online.
To visit one of the sites the user goes online

Sites are well known or used one of the search engines.
In addition, the use of the information

And the views of other Internet users (through discussions) also uses texts

Referral from one location to another.

And to ensure that the rich content known in the network environment means more people visit the site.

And dealing with the institution in which they operate, and this means that you are up to the public through the Internet

And provide an incentive for site visitors to be generated inside the desire to search for enterprise as well, and increase the possibility of

Access to the site when there is a mutual attraction between the Parties.

- People (the audience): who use the Internet are affected.
In the past,

Information that is broadcast transmitted from one recipient to another slowly, if mainly moved, and it was not

Only verbally.
In the online world can be for everyone to see all the things that you care about them.
And choose

Internet users the information they want to receive, and choose who greet him

Information.
In addition, they can spread the information and can be available to millions of

People all over the world through the existing discussions.

When addressing audiences online institution, they may Trgpfi the development of the various influences on

These masses in mind, People who use the Internet are showing great enthusiasm towards
  
Product, service or specific information through a mouse click or through discussion or comment via

The network.

- And then finally the nature of the relationship with those affected and this relationship is to create sympathy with

Institution.

The relationship between an organization and its target audiences strengthened or weakened through the needs and benefits

And mutual beliefs.
This does not mean that the interaction between them does not have a reciprocal effect on each of them.

The knowledge of Internet user concerns and hopes and the things that motivated increases the chance of the establishment

Relationships of trust and a good reputation.
And this relationship include richer content and access for content

And the public related to this content and close relationship to culture across the network or outside that creates

Empathy for the needs of the public and the institution.

Kollock at the Third Conference for Internet and Society, which is held every two years, hinted Professor

The need to create communities and societies take basically trust her, and next to the items and basics

Other.
And may his words, "we need to build confidence, and the existence of a mechanism of accountability." And has coined the relations between

Operations of the free exchange of information in the vision that follows: "When a person decides to engage in

Deal with someone else, have a reputation second is the source of information that can reduce the non-

Sure and lead the process of making the decision to grant this person whether or not to trust "1

Web site:

The Web site of each institution and a company or a tool of brand marketing public relations because it

Operate electronic Kmtaiwiat including the current product and company information.
In addition to the network material

These included institutions usually newsletters on their brands and send them electronically by

E-mail or corporate network to the media for publication.
There are several advantages to using the network for the dissemination of

Information about the product.

First: a low-cost alternative network of paper Mzawaat or newsletters that are sent in an e-

Lilly.

Second: Product information is updated in databases institution to be a modern web page

Always.
Finally: the network can access to new prospective customers who look for specific products
  
There is a lot of research that shows us what to do when you design and create a

Website.
For public relations officer considered this a double-edged weapon.
As there is no need

Urgent to create the site (and may lead to the occurrence of some of the palaces) There is an absolute imperative to acquire

Site public trust.

The credibility of the public relations officer requires that you must create a website with live up to the rules

Core.
And must be based on public relations to make sure that their promises (and those of the

Their organizations) that to include online audience to confirm the performance is characterized as: 1

• safe.

• Trustworthy.

• appropriately.

• Special.

• Fast.

• interview.

May mean adding a product or service to a web site administrator also the definition of public relations

Information that may be needed by the potential visitor.
This may include all or some of the following things:

• Product Specifications (design, mechanism of action, expertise, etc.);

• how easy it deals with the company;

• how to manage procurement procedures;

• how to manage the delivery procedures;

• how to manage payment procedures;

• The nature of the safeguards;

• how to manage the after-sales service;

• RETURN POLICY and management;

• communication, especially when things go wrong (and global interaction means that there are differences

And differences in the timing).
2

: Of other things that you should keep in mind the following 3

Maintain appropriate insurance for the unity of the service and any data collected through the site
  
And other types of programming to allow the interaction of Java • the need to implement some of the advanced features such as

Advanced and special features of the Web site.

Collection and processing of data in the record to connect to the web site and the data provided by the

User access to a comprehensive understanding of the methods within the same site navigation and access to

Site from external sources.

Information provided by users of the Web site, which is maintained as a database

Should be treated in accordance with the Data Protection Act.

Make sure of owning a comprehensive system of protection when building a user interface to allow users of the site

Log in to the enterprise database.

Install the search mechanism on the websites for the facilitation of access to a large amount of

Information.

Then provide additional services such as e-mail lists and send e-mail. To ensure

Organization's ability to interact with visitors.

It should be noted that the public relations activities in the service institutions often

Be included in the websites.
But many service organizations rely too much on their websites

1. (E-PR) and considers these sites serve as a channel electronic public relations

2.
Occasions and events on the Internet:

Events and online events designed to generate the user's attention and attract traffic to the site.

John) large popular events.
Amazon allows users to proceed with the story begun by John Ibdak

In areas of the Gulf (Camel Secret) The Land Rover annually under the auspices of camel racing. (Updike

Arab, and allows users access to recent news about the race on its site.
Can

Companies and institutions hold seminars, workshops and discussions on the Internet.

Upcoming events companies used as legitimate reasons to write a letter to your potential customers

And existing customers.
Events and seminars on the Internet provides a lot of time and money compared to hold

Natural or attend a seminar 2

3.
Care: care work on the Internet in many directions, and many of the

Levels and through a variety of ways.
Enterprise has been a number of skills

And information, property rights and online sources (such as website hosting) and logos

Your organization and even material assistance to other means of media presence on

Online.
And the provision of these facilities will take time and cost some money like the

Like all types of care.
However, one of the advantages of online care is that many of the activities

Can be carried out automatically and thus less cost for the return

A form of care appears heavily on the Internet and it is actually a
Announce the company's logo (see the second requirement - forms of online advertising -).

While there are clear advantages to the principle of creating opportunities for reality to provide access to other sites

(Either paid or free of charge), but the principle of care can be extended to provide a benefit to both parties.

For many fans and fan sites of not more than just rewards for fame or some

Images that have rights of ownership or some special features that can be easily obtained 1

4.
Public Relations via e-mail:

E-mail is one of the wonderful things in the issuance of your company's information in the form of

Press release, for example.
When used effectively, be marketing via e-mail of things

Very good.
And it provides a personalized way for direct contact with the client.

It is through e-mail campaigns went straight to the client, convey the right messages

Specific response of people to him directly, requires little effort, low-cost, allows the allocation of

Messages to suit the needs of the recipients.

E-mail and a very powerful way to create and maintain the product name and the organization.
And each message

Email have an impact on the organization name.
So it should not be the message sent dry

And fossilized.
An e-mail could explain a lot about the organization and its environment and the trend towards

Internet audience and about the person who uses e-mail 2

5.
News groups:

Provides news groups - when they are used properly - a reasonable opportunities to engage

The right audience interested and active, which plays a role in the formation of public opinion.
And it must be said that if

Is not dealt with this matter with the utmost caution, this may be the fastest way to destroy the reputation of the institution

On the network, and this is because communication is directly selected with the public and is also the place

Which can be for the public to respond to others who have a direct interest in the institution
  
The news groups very enjoyable and can be a great value to the institution.
Of course, there are many

Sites with consistent discussion lists and can be very interactive as well.

And the impact of news groups strong influence either negatively or positively and management presence in the Community

News is very important for the reputation of the managers.
For an enterprise that does not fully reveal itself on the network, but

Objectives must be understood nature and respectable clearly.

News groups provide many opportunities.
And it is always better to use an expert instead

Of agents to participate in one of the dialogues as it is important when you send a comment that awaits but

And looking for any response to this review 1

6.
The new role of public relations:

Needs public relations compilers now to exercise creative thinking and activities dimension

Simple everyday and to study the possibilities of electronic as well as public relations across the network

And the reputation of the institution in the middle.
And this has become part of the daily activities and must be accompanied by

Effects of the activities of an interview outside the network.

The Internet is not a place where isolated public relations staff for the current procedures and means

And it is an extension of what they are doing is not permanent and is the facilitation of the establishment of the best shape of relations

While providing greater transparency in front of a global audience.
And require dynamic in which the Internet operates

Of the public relations officer should always take the initiative.
And failure to implement procedures and methods

With them.
  
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