| Direct and Online Marketing: Building Direct Customer Relationships 507
Chapter 17 | Direct and Online Marketing: Building Direct Customer Relationships 507
you decide you can’t live without a new set of
Most consumers are initially skeptical K2 skis or a two-man Hoo-Doo tent.”
Increasingly, consumers are using their
phones as in-store shopping aids, and retailers about receiving mobile ad messages. Their first For entertainment, carmaker Audi offers
are responding accordingly. For example, reaction is likely to be “Don’t call me. I’ll call you the Audi A4 Driving Challenge game, which
while strolling among the bookshelves at the (yeah, right).” But they often change their features a tiny A4 that maneuvers its way
local Barnes & Noble store, you can now snap minds if the ads deliver value in the form of use- through different driving courses—to steer,
a photo of any book cover that strikes your in- ful brand and shopping information, entertain- you tilt your phone right or left. Audi claims
terest and use a Barnes & Noble app to learn ing content, or discounted prices and coupons that the app has been downloaded nearly
more about it. The app uses image-recognition for their favorite products and services. Most three million times since it was introduced, re-
software to recognize the book and then al- mobile marketing efforts target only consumers sulting in 400,000 visitors to the Audi A4
most instantly pulls up user reviews from who voluntarily opt in or who download appli- iPhone Web site.
Barnesandnoble.com to help shoppers decide cations. In the increasingly cluttered mobile mar- One of the most effective mobile market-
whether to buy. “We’ve seen a huge uplift in keting space, customers just won’t do that ing applications is Kraft’s iFood Assistant,
reservations of books for purchase in physical unless they see real value in it. The challenge for which provides easy-to-prepare recipes for
stores, as well as buying, from the . . . app marketers: Develop useful and engaging mobile food shoppers on the go. It supplies advice on
since we launched it,” says the chain’s vice marketing applications that make customers say how to prepare some 7,000 simple but satisfy-
“Do call me, please. Or, I will call you.” ing meals—at three meals a day, that’s almost
president for digital devices.
20 years worth of recipes. The iFood Assistant will even give you directions to local stores. Of
Sources: Adapted extract, quotes, and other information from Richard Westlund, “Mobile on Fast Forward,”
course, most of the meals call for ingredients
Brandweek, March 15, 2010, pp. M1–M5; Joseph De Avila, “Please Hold, My Cell Phone Is Buying a Gift,” Wall
that just happened to be Kraft brands. The
Street Journal, December 9, 2008, p. D1; Todd Wasserman, “I’m on the Phone!” Adweek, February 23, 2009,
iFood Assistant app cost Kraft less than pp. 6–7; Alice Z. Cuneo, “Scramble for Content Drives Mobile,” Advertising Age, October 24, 2005, p. S6; Jen
Arnoff, “Wising Up to Smart Phones,” News & Observer (Raleigh), April 22, 2009, p. 5B; Carol Angrisani, “Priced
$100,000 to create but has engaged millions
to Cell,” Supermarket News, June 1, 2009, p. 28; Reena Jana, “Retailers Are Learning to Love Smartphones,”
of shoppers, providing great marketing oppor-
Businessweek, October 26, 2009, p. 49; and www.usaa.com/inet/ent_utils/McStaticPages?key⫽ deposit_at_
tunities for Kraft and its brands.
mobile_main, accessed November 2010.
expert. “The industry needs to work out smart and clever ways to engage people on mo- biles.” The key is to provide genuinely useful information and offers that will make con- sumers want to opt in or call in. One study found that 42 percent of cell phone users are open to mobile advertising if it’s relevant. 24
Parts
» | Marketing: Creating and Capturing Customer Value 3
» | Marketing: Creating and Capturing Customer Value 11
» | Marketing: Creating and Capturing Customer Value 13
» | Marketing: Creating and Capturing Customer Value 25
» | Marketing: Creating and Capturing Customer Value 29
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 37
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 41
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 43
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 51
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 55
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 57
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 63
» | Analyzing the Marketing Environment 65
» | Analyzing the Marketing Environment 71
» | Analyzing the Marketing Environment 73
» | Analyzing the Marketing Environment 77
» | Analyzing the Marketing Environment 79
» | Analyzing the Marketing Environment 81
» | Analyzing the Marketing Environment 85
» | Analyzing the Marketing Environment 87
» | Analyzing the Marketing Environment 89
» | Managing Marketing Information to Gain Customer Insights 97
» | Managing Marketing Information to Gain Customer Insights 99
» | Managing Marketing Information to Gain Customer Insights 103
» | Managing Marketing Information to Gain Customer Insights 109
» | Managing Marketing Information to Gain Customer Insights 111
» | Managing Marketing Information to Gain Customer Insights 113
» | Managing Marketing Information to Gain Customer Insights 115
» | Managing Marketing Information to Gain Customer Insights 127
» | Managing Marketing Information to Gain Customer Insights 131
» | Consumer Markets and Consumer Buyer Behavior 133
» | Consumer Markets and Consumer Buyer Behavior 137
» | Consumer Markets and Consumer Buyer Behavior 141
» | Consumer Markets and Consumer Buyer Behavior 143
» | Consumer Markets and Consumer Buyer Behavior 159
» | Consumer Markets and Consumer Buyer Behavior 163
» | Business Markets and Business Buyer Behavior 165
» | Business Markets and Business Buyer Behavior 175
» | Business Markets and Business Buyer Behavior 179
» What is Eaton’s value proposition?
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 189
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 193
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 197
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 203
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 205
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 207
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 209
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 211
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 213
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 219
» | Products, Services, and Brands: Building Customer Value 223
» | Products, Services, and Brands: Building Customer Value 225
» | Products, Services, and Brands: Building Customer Value 229
» | Products, Services, and Brands: Building Customer Value 237
» | Products, Services, and Brands: Building Customer Value 245
» | Products, Services, and Brands: Building Customer Value 247
» | Products, Services, and Brands: Building Customer Value 249
» | Products, Services, and Brands: Building Customer Value 251
» | Products, Services, and Brands: Building Customer Value 257
» | New Product Development and Product Life-Cycle Strategies 259
» | New Product Development and Product Life-Cycle Strategies 271
» | New Product Development and Product Life-Cycle Strategies 273
» | New Product Development and Product Life-Cycle Strategies 279
» | New Product Development and Product Life-Cycle Strategies 281
» | Pricing: Understanding and Capturing Customer Value 289
» | Pricing: Understanding and Capturing Customer Value 291
» | Pricing: Understanding and Capturing Customer Value 295
» | Pricing: Understanding and Capturing Customer Value 299
» | Pricing: Understanding and Capturing Customer Value 305
» | Pricing: Understanding and Capturing Customer Value 307
» | Marketing Channels: Delivering Customer Value 339
» | Marketing Channels: Delivering Customer Value 347
» | Marketing Channels: Delivering Customer Value 351
» | Marketing Channels: Delivering Customer Value 367
» | Retailing and Wholesaling 373
» | Retailing and Wholesaling 377
» | Retailing and Wholesaling 379
» | Retailing and Wholesaling 393
» | Retailing and Wholesaling 395
» | Retailing and Wholesaling 397
» | Retailing and Wholesaling 401
» | Retailing and Wholesaling 405
» | Communicating Customer Value: Integrated Marketing Communications Strategy 407
» | Communicating Customer Value: Integrated Marketing Communications Strategy 411
» | Communicating Customer Value: Integrated Marketing Communications Strategy 413
» | Communicating Customer Value: Integrated Marketing Communications Strategy 415
» | Communicating Customer Value: Integrated Marketing Communications Strategy 429
» | Communicating Customer Value: Integrated Marketing Communications Strategy 433
» | Advertising and Public Relations 435
» | Advertising and Public Relations 439
» | Advertising and Public Relations 441
» | Advertising and Public Relations 443
» | Advertising and Public Relations 445
» | Advertising and Public Relations 447
» | Advertising and Public Relations 449
» | Advertising and Public Relations 453
» | Personal Selling and Sales Promotion 463
» | Personal Selling and Sales Promotion 469
» | Personal Selling and Sales Promotion 471
» | Personal Selling and Sales Promotion 481
» How is the sales force at Nestlé Waters structured? outsells its top competitors.
» | Direct and Online Marketing: Building Direct Customer Relationships 495
» | Direct and Online Marketing: Building Direct Customer Relationships 499
» | Direct and Online Marketing: Building Direct Customer Relationships 507
» | Direct and Online Marketing: Building Direct Customer Relationships 509
» | Direct and Online Marketing: Building Direct Customer Relationships 515
» | Direct and Online Marketing: Building Direct Customer Relationships 525
» | Creating Competitive Advantage 527
» | Creating Competitive Advantage 529
» | Creating Competitive Advantage 537
» | Creating Competitive Advantage 549
» | The Global Marketplace 551
» | The Global Marketplace 553
» | The Global Marketplace 561
» | The Global Marketplace 573
» | Sustainable Marketing: Social Responsibility and Ethics 581
» | Sustainable Marketing: Social Responsibility and Ethics 583
» | Sustainable Marketing: Social Responsibility and Ethics 587
» | Sustainable Marketing: Social Responsibility and Ethics 595
» | Sustainable Marketing: Social Responsibility and Ethics 603
» | Sustainable Marketing: Social Responsibility and Ethics 605
» | Marketing by the Numbers A21
» | Marketing by the Numbers A27
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