Direct Marketing &

The Internet: Digital & Social Media

Abdel Renzy Lubis (1806248835)
Muhammad Fiel Kautsar (1806161550)
Taigo Wakayama (1806188395)
CHAPTER
14

DIRECT
MARKETING
2
 Daftar Isi

01 Definisi Direct Marketing

05 Strategi dan media

02 The Growth of Direct Marketing

06 Direct Selling

03 The Role of DM in the IMC

07 Kelebihan dan kekurangan DM

04 Objectives

3
 1. Definisi DM

Sebuah system dimana perusahaan langsung

menghubungi para pelanggan untuk dapat respons,
transaksi dari mereka.

Direct
Direct
Marketing
Marketing
Media

4
 2. The Growth of DM

• Sejarah DM mulai dari abad 15 di Amerika.

• DM berkembang dengan pengembangan Amerika.
• Penjualan dengan menggunakan catalogs.
• Pengenbangan kartu kredit.
• Budaya Amerika berubah menjadi “money rich, time poor”
• Pengembangan Internet.

5
 3. The Role of DM in the IMC

Advertising PR Personal Selling Sales Promotion

Melalui iklan, sebuah Melalui kegiatan PR, Telemarketing, Direct Memberi tahu
organisasi bisa perusahaan bisa memberi mailing pengumuman diskon atau
melakukan DM dengan tahu tentang mereka sale.
pelanggan. kepada pelanggan.

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 4. Objectives

Direct Marketing yang meminta perilaku dari pelanggan

 Biasanya para perusahaan melakukan DM untuk meminta

pelanggan melakukan sesuatu.
 Ex) menjawab kuestioner, panggil ke test drive

Direct Marketing yang tidak meminta perilaku dari pelanggan

 Melalui DM, para perusahaan ingin meningkatkan citra

mereka terhadapa pelanggan.

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5. Strategi dan Media

One-Step approach

 Cara tersebut meminta pelanggan untuk langsung melakukan

sesuatu, misalnya memesan produk.
 Ex) Ada toll-free nomor telepon di iklan

Two-Step approach

 Cara tersebut memilah potential pembeli ketika DM pertama.

 Setelah itu, mereka meminta pelanggan untuk melakukan
sesuatu.

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 5. Strategi dan Media

Direct Mail Broadcast Media

• Ada perusahaan yang takut dengan penurunan
citranya akibat direct mail. • Direct response advertising
• Perusahaan yang menjual produk mewah juga • Support advertising
menggunakan cara ini.
• Kuncinya adalah mailing list.
• Munculnya DM online.

Catalogs TV Spots
• Perusahaan yang menjual secara traditional + • Iklan TV
catalogs.

• Perusahaan yang menjual melalui catalogs saja.

 5. Strategi dan Media

Informertials Print media

• Tidak seperti iklan TV, informertial itu lebih lama. • Bisanya DM dalam bentuk print media sedikit.
• 1 menit sampai 1 jam
• Alasannya, susah untuk diferrentation, dan mahal.

Home Shopping Telemarketing

• Dengan DM, perusahaan itu biasanya meminta
langsung pembelian.
 6. Direct Selling

Direct selling adalah cara untuk perusahaan menjual produk atau

jasa mereka langsung kepada pelanggan, bukan di toko biasa.

Repetitive Person-to-person Non Repetitive Person-to-person Party Plans

Salesperson datang ke rumah- Salesperson datang ke rumah- Salesperson menawarkan

rumah pelanggan untuk menjual rumah pelanggan untuk menjual produknya kepada home party
produk sehari-hari. produk yang tidak sehari-hari. atau office party.

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 7. Kelebihan dan Kekurangan

Selective Reach Frequency

Perusahaan bisa melakukan marketing kepada Perusahaan bisa mengontrol frekuensi.

golongan masyarakat yang sesuai keinginan Ex) TV iklan, direct mail
mereka.

Segmentation Capabilities Testing

Perusahaan bisa segmentasi berdasarkan Perusahaan bisa melakukan test untuk memeriksa
geographic, pekerjaan, atau demographics dll. efektif DM tersebut dengan mudah.

Mereka juga bisa membeli list untuk segmentasi.

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 7. Kelebihan dan Kekurangan

Timing
Dibandingkan iklan biasa yang harus siap lama, DM bisa
dilakukan secara lebih cepat.
Costs
CPM oleh direct mail kelihatannya agak mahal.
Namun, CPM substantially itu lebih murah daripada TV iklan
karena mereka lebih focus ke pelanggan tertentu.

Personalization Measures of Effectiveness

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 7. Kelebihan dan Kekurangan

Image Factors Content Support

Kadang-kadang DM bisa menjatuhkan citra perusahaan. DM tidak bisa terima content support.

Ex) Direct mail, Telemarketing

Accuracy Rising Cost

Efektif DM bergantung akrab list konsumen.

Do Not Contact List

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CHAPTER
15

THE INTERNET:
DIGITAL &
SOCIAL MEDIA
15
 The Growth of the Internet
https://www.statista.com/statistics/273018/number-of-internet-users-worldwide/

Pengguna Internet Global

Consumers

 Easily access to the information

 The speed and convenience of acquiring the information
 The ability to control the information
 Conduct e-commerce

Marketers

 The ability to target consumers effectively

 As a medium that would provide more direct feedback
(marketing evaluation, customer satisfaction, trends,
competition, etc.)

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 Communications Medium

Web Objectives: Direct-response Medium

Internet is a hybrid of media
A More Direct and Involved
Relationship (Engagement)
 Communications Medium

Create an
Create Awareness Image Create Buzz
& &
Generate Interest a Strong
Brand

Disseminate Stimulate Gain

Information Trial Consideration

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Direct-response Medium
The internet offers the opportunity to sell directly to
customers
Allowing the user to both purchase and sell products
through e-commerce
E-commerce: direct selling of goods and services
Komparasi Pendapatan Pendapatan E-commerce Indonesia
E-commerce (2019)

Total Pembelian oleh Pengguna E-commerce di Indonesia

https://www.statista.com/outlook/243/120/ecommerce/indonesia#market-users
The Internet and IMC

Web 1.0

 Mainly of static sites

 One-way flow of communications

Web 2.0

 “New media”
 Decentralization of communications and interactivity
 User-generated content

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https://www.statista.com/outlook/243/120/ecommerce/indonesia#market-users
Advertising on the Internet (Web 1.0)

Banner 1

2 Sponsorships

 Regular sponsorships
 Content sponsorships
Pop-ups & Pop-unders 3

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 4 Intersitials

Paid Searches 5

 Organic search results

 Nonorganic or paid search (pay-per-click)

6 Behavioral Targeting & Retargeting

Contextual Ads 7

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8 Rich Media

 Enhanced sensory features

(video, audio, animation, etc.)

 Online commercials

 Video on demand

 Webisodes

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IMC Using Social
and
Other Media
(Web 2.0)
https://www.statista.com/outlook/243/120/ecommerce/indonesia#market-users
https://www.statista.com/outlook/243/120/ecommerce/indonesia#market-users
Pengguna Sosial Media Pengguna Sosial Media
Global Indonesia
https://www.statista.com/statistics/278414/number-of-worldwide-social- https://www.statista.com/statistics/247938/number-of-social-network-users-in-
network-users/ indonesia/

https://www.statista.com/outlook/243/120/ecommerce/indonesia#market-users
 How Marketers Use Social Media

Customer Communication

Brand Exposure
Traffic to the Site

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 The Big Four of Social Media

Facebook Twitter Google Plus Youtube

 Customer  Customer  Customer  Customer

Communication Communication Communication Communication

 Brand Exposure  Brand Exposure  Brand Exposure  Brand Exposure

 Traffic to the Site  Traffic to the Site  Traffic to the Site  Traffic to the Site

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https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

https://www.statista.com/statistics/284437/indonesia-social-network-penetration/
Sosial Media
Terpopuler Global
(Januari 2019)

Sosial Media
Terpopuler Indonesia
https://www.statista.com/outlook/243/120/ecommerce/indonesia#market-users
(Kuarter 3 2018)
 Additional Social Media
Instagram
• Photo sharing and social networking
• Used more often by women
• Has the most appeal to 18-29 age
group
• Example: news about event and
product introduction
Pinterest
• Pinboard-style photo-sharing website
• Browse image and re-pin image to
collection
• 79% user are women
• same like instagram
Linkedin
• Networking site with different audience
• Primarily used by professionals to network
• Example: Banner ads to reach customer
with specific interest that related to their
brand
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 Other Internet Medium

Podcast RSS Blog

• Episodic program • Used in website or blog • Web-based publication

• To organize and format web-based
• Audio or Video
content in standard way
• Usually consist other titles and brief
description about other article in the site
• Give notification
• Periodic articles in reverse
chronological order
• Reflect writings of an individual
• Marketers use blogger to promote
their product

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 Other 2.0 Media Forms

Augmented Reality QR Code

35

Sales Promotion
Online coupoun, trivia games,
promotion on website or social
media, etc.
Internet Activities
Personal Selling
Through trial demonstration or
sample offered online,
customer can determine if
offering can satisfied their
needs and, if so, request a
personal sales call.
Public Relations Direct Marketing
Provision of information about Direct mail, e-commerce, etc.
company, it’s philanthropic
activites, annual reports, public
funding, etc.
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 Internet Metrics

Internet Spesific Measures (IAB) Traditional Measures

• Clicks • Advertising exposure • Recall and retentions

• Post-click convertions time • Survey
• Cost pe conversion • Ad interaction rate • Sales
• View through rate • Tracking
• Unique Visitors
• Visits
• Average frequency • Webpage eye tracking
• Frequency to • Offline sales lift
• Cross-media models
conversion ratios

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 Advantages of Internet

Target Marketing Information Access & Speed

01 04

Message Tailoring & Creativity Sales potential & Exposure

02 05

Interactive Capabilities Complement to IMC

03 06

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 Disavantages of Internet

Measurement Problems Privacy

01 04

Clutter Irritation
02 05

Potential for Deception

03 06

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