Direct Marketing Communication Research Articles

Petshop Business Performance Analysis: An Marketing Approach

The need for a Petshop business in Makassar City is needed along with the increasing love of people for pets so that a marketing strategy is needed in marketing services for the products they sell. The population of this study was service users (3) three petshops in Makassar City, while the determination of this sample used the Probability Sampling Technique which amounted to 69 people in a random way without paying attention to the level that existed in the population members. Data collection techniques used are observation, questionnaires and direct interviews to parties related to the problem under study. The data were analyzed using multiple lenear regression analysis techniques, t-test, f-test and coefficient of determination with the help of SPSS 23 program.The results showed that (i) direct marketing communication did not have an effect on customer satisfaction, (ii) service quality directly affected and significantly affected customer satisfaction, (iii) simultaneously communication and service quality had a positive effect on customer satisfaction. Based on the coefficient of determination obtained from the results of data analysis, it is known that marketing communication and service quality have an influence of 61.6% on customer satisfaction of Petshop business in Makassar.

COMMUNICATION TOOLS OF THE INTERNET ENVIRONMENT AS A MODERN MEANS OF BUSINESS PROMOTION

For the successful sale of goods and services in a modern digital society, there is a need to transfer marketing to the Internet environment. The main tools of marketing communications are advertising, PR, sales promotion and direct marketing, each of which is implemented in the online space in its own way. One of the most popular methods of online advertising today is contextual advertising, which in turn can be divided into search and advertising in networks. One of the main PR methods is social media marketing (SMM). work with the brand house in social networks, simplification of communication between the company and the consumer, content creation, involvement of the masses in the life of the company. Direct marketing is building direct marketing communication personally with each consumer, which is carried out through such tools as email newsletters, mailings on social networks and instant messengers, push notifications. Examples of sales promotion (sales promotion) are: a discount for a repost or a coupon for a product / service for a review on a website or any feedback platform. Conducting online events, competitions, distribution of prizes, etc., can also serve as a sales promotion technique. The paper also highlights the question of the degree of importance of the company’s own website, as well as an account on a social network for the development and promotion of business in the Internet space.
 Purpose. Analytical analysis of the four components of communication marketing, as well as solving the problem of choosing between traditional and modern methods of business promotion.
 Methodology of this article is the analysis of scientific literature in the field of business promotion, followed by a synthesis of the data obtained.
 Results: conclusions about the advantages of modern methods of promotion using Internet technologies.
 Practical implications: results obtained can be applied in the field of marketing of both small and medium-sized businesses to select the most effective model for promoting an enterprise.

ANALYSIS OF PREPAID ELECTRICITY MARKETING COMMUNICATION STRATEGY IN THE ERA OF PANDEMI COVID 19 IN WORKING AREAS PT. PLN (Persero) CUSTOMER SERVICE UNIT (CSU) CIBADAK SUKABUMI

The purpose of this study were (1). To give you an idea of how models of Marketing Communication Strategies used PT. PLN (Persero) Customer Service Unit Cibadak Sukabumi Prepaid Electric Program. (2). To find out the factor and factor inhibitors Marketing Communication Strategy Supporting the use PT. PLN (Persero) Customer Service Unit Cibadak Sukabumi Prepaid Electric Program. This study uses descriptive qualitative method. Data from this study were obtained by performing Inteview, observation and documentation. Development of the validity of the data in this study was done by using triangulation. Triangulation techniques used in this study were triangulation, triangulation of data sources and time triangulation. The results obtained are: (1). Electricity Programme Prepaid socializing, PT. PLN (Persero) Customer Service Unit Cibadak Sukabumi, using the Model of Marketing Communications Strategy include: Sender (Source/Sender). Enconding (Translation), The transmission, decoding (Respond and intrepetasi), Action and Feedback. By utilizing direct marketing communications media, and not directly. This direct communication includes several programs related to information and dissemination of Prepaid Electricity Program, the Program Through SARLING (Marketing Roving), cooperation with local or central government, and Person to Person or from the mouth of the mouth. While no direct communication, we use the media covering Promotion Mix Advertising, Sales Promotion, Personal Selling, and Digital Online Marketing. (2). In this socialization is the limiting factor is the lack of public knowledge of the system to change the current information system, and the lack of public response to a change. While supporting factor is the support of the central government, local, and community leaders in the socialization process petrified.

Agresivnost telemarketinga

During the past two decades the use of the telephone had been dramatically increased, while its possession and using are presented as almost as an imperative at the moment. Business entities are guided by the stated fact when creating communication strategies, so it is mostly treated as an inevitable instrument of direct marketing communication with the target audience. Therefore, the subject of the paper is direct marketing communication, with special reference to telemarketing. Although it has a wide range of strengths and advantages, a common objection to telemarketing is an overly aggressive approach which can decrease the level of customer satisfaction. Since the costumers are the center of marketing efforts, an aim of the research paper was to identify their attitudes about marketing campaigns via phone call and text message. The empirical research was conducted on the territory of the Republic of Serbia on a sample of 100 respondents. The analysis had been performed using Pearson's correlation test, after which the hypothesis H0 - "Interactive communication via telephone is perceived by consumers as aggressive" was confirmed. The results of the research indicated that consumer interest will decrease proportionally as the aggressiveness of direct interactive marketing grows in their consciousness.

The Influence Of Marketing Communications On Loyalty Through Satisfaction

The main objective of this study is to determine the role of satisfaction in mediating marketing communications on visitor loyalty in Lake Toba. The target population and sample in this study were the visitors to Lake Toba who were selected by accidental sampling as many as 125 people. Path analysis in this study was chosen to see the direct and indirect role of satisfaction in mediating marketing communications on loyalty. The results of study 1) direct marketing communication has a positive and significant effect on visitor satisfaction at Lake Toba, 2) directly marketing communication does not affect visitor loyalty in Lake Toba. 3) Satisfaction directly has a positive and significant effect on visitor satisfaction at Lake Toba. 4) indirectly, satisfaction has a role in mediating marketing communication on visitor loyalty in Lake Toba

Money or Friendship? Winning over Customers

Direct marketing communication is often seen as unnecessary. Nonetheless, Hannah Kim and V Kumar ask: Can it still help firms to make money? How can they communicate with each customer to increase its effectiveness? Is it possible to determine whether money incentives or relationship building is more effective? More importantly, can firms discover their customers’ preferences without asking?

To Study the Role of Mobile Marketing Technique as Direct Marketing Tool Under Promotion Mix in Business Schools

The social media is gaining huge attention now days. Mobile marketing is a new concept having links with multi-channel, digital marketing strategy with a new aim of reaching a target audience on their smart phones, mobile devices, via websites, email, SMS and MMS, social media, and apps. Many people think that mobile is disrupting the way people engage with brands. The purpose of this research is to investigate the role and importance of mobile marketing, to theoretically define and understand the role and to propose a conceptual framework towards its utilisation in the wider strategic marketing context. Nowadays students use mobiles like anything and are very much used to it. They get all kind of information on it. They can easily find out, locate and search any relevant information before admissions. Mobile marketing is one of the latest direct marketing communication channels and gaining popularity among marketers, having huge benefits, both to the potential customers as well as businesses. So in this regards, the paper will help the investigators to understand its role and importance, the value of incorporating mobile marketing into the marketing mix, and especially direct marketing practices of business enterprises. The paper successively discusses the utilisation of various mobile marketing communication tools and ultimately develops a conceptual understanding among the end users and the readers.

The Relative Influence of Economic and Relational Direct Marketing Communications on Buying Behavior in Business-to-Business Markets

Business-to-business firms spend significant resources in direct marketing to manage close relationships with their customers. Nevertheless, there is limited understanding of how the effectiveness of direct marketing communications varies by value propositions. Typically, direct marketing efforts are geared toward explicitly featuring economic or relational values. To implement an effective communication strategy catering to customers' preferences, firms should understand how customers consistently evaluate these organizational marketing communications, which ultimately affect their buying behaviors. Therefore, the authors analyze marketing messages and employ content analysis to capture the two distinct types of direct marketing communications. Using data from a Fortune 500 business-to-business service firm and a robust econometric model, they find that the (1) effects of economic and relational marketing communication on customer purchase behaviors interplay and vary over time, (2) latent stock of direct marketing communication affects customer purchase behaviors, and (3) evolution of customers' perceived importance can be recovered using transaction data. Overall, the authors provide a marketing resource reallocation strategy that enables marketers to customize marketing communications and improve a firm's financial performance.

Identifying Effective Direct Marketing Channels for Credit Providers Targeting Lower to Middle Income Groups in the South African Market

The study investigates the most effective direct marketing communication channels which could be employed by unsecured credit providers in order to attain competitive advantage in the industry. It ...

The Use of Direct Marketing Techniques in Sport Marketing

Adapting marketing principles and concepts to sport related services and products domain represents a challenge for any specialist in the field because the specific features that are characteristic for the needs, motivations and consumption process itself.In order to achieve different quantitative and qualitative marketing communication objectives, sports involved organizations are developing a communication mix adapted to the channels used by the consumers. Among the communication tools used are found also the direct marketing techniques that have had a tremendous development during the last 25 years and so.The article will analyze the process of building a efficient direct marketing communication with sport consumers and the implications of using such instruments and tools for the future activity of sport related organizations. Some future research lines are proposed and conclusions are stated on the matter.

ATTITUDES AND OPINIONS OF YOUNG POPULATION ON THE CONCEPT OF THE INTERNET AS A FORM OF INTEGRATED MARKETING COMMUNICATION

Integrated Marketing Communication is both the system and the process of development and implementation of multiple forms of communication with the market. Its long-term goal is to strengthen relations with the current customers but also to attract new customers. Therefore, the primary goal of integrated marketing communication is to have influence on the behaviour of customers in order to shape and change their views and opinions. The marketing communication mix consists of advertising, direct marketing communications, sales promotion, personal selling, public relations, publicity and outdoor advertising. This study analyzes the attitudes and opinions of young population regarding the Internet as one of the most important media market communications. The instrument of data collection was a questionnaire and hypotheses were tested by using the chi-square test and confirmatory factor analysis.

From Firm-Controlled to Consumer-Contributed: Consumer Co-Production of Personal Media Marketing Communication

Fueled by the sociocultural shift from firm-controlled to consumer-contributed media, the researchers explore the idea of adapting a co-production strategy from service marketing to marketing communication sent to personal media. Eleven field experiments with firms, along with a structural model tested on survey data, provide empirical evidence supporting a co-production approach applied as a communication strategy in the context of a text message mobile coupon marketing campaign. The results demonstrate a co-produced direct marketing communication strategy that increases attitude toward the communication, purchase intent, and purchase activity, while also acting as a risk-reducing mechanism. Furthermore, perceived customization of the communication interacts strongly with risk perception and marginally with coupon proneness as related to attitude toward the communication when marketers enter the world of consumers' personal media. A push versus pull framework and a co-produced communication framework are put forth to suggest various areas marketers can make available for consumers to co-produce in a marketing communication exchange.

Mobile marketing: a contemporary strategic perspective

The purpose of this research is to investigate the role and importance of mobile marketing, to theoretically define and refine its potentialities; and to propose a conceptual framework towards its utilisation in the wider strategic marketing context. Mobile marketing is one of the latest direct marketing communication channels and is becoming increasingly popular among marketers, owing to an array of benefits it offers, both to the potential customers as well as businesses. Structurally, the paper investigates the value of incorporating mobile marketing into the marketing mix, and especially direct marketing practices of business enterprises. It subsequently, identifies the benefits that the mobile channel offers, particularly by using a multi-channel marketing strategy known as the social, local and mobile (SoLoMo) marketing. The paper successively discusses the utilisation of various mobile marketing communication tools and ultimately develops a conceptual contemporary mobile strategic marketing preliminary model, both in the context of contemporary consumer behaviour.

Approaches for Generating and Evaluating Product Positioning Strategy

Product positioning has been an important part of marketing since companies began to recognize the relevance of having control over their image. It is also a way of influencing consumer perception and purchase decisions as well as to satisfy corporate sales objectives. Developing an appropriate ‘product positioning strategy’ is usually influenced by such factors as the competitive marketplace, specific corporate goals, and organizational strengths. Once established, it has typically become a posture that influence and direct marketing communications. This paper investigates the approaches for generating and evaluating product positioning strategy, using descriptive research approach. The paper concludes that positioning is applicable to products in the broadest sense. However, Institutions, Organizations or even Countries can benefit from a well developed positioning strategy that focuses on a niche that is unoccupied in the mind of the consumer.

Electronic Marketing Communications: An Evolving Environment, but Similar Story Regarding the Perception of Unsolicited Commercial E-Mail and Postal Direct Mail

The internet is still a relatively new mass communication tool for advertisers and marketers. When weighing the potential benefits of electronic techniques against the financial investment, spam seems particularly attractive to marketers for either for-profit or non-profit objectives. Since it is unlikely that marketers will decrease their efforts related to spam and postal direct mail as a form of communicating to mass consumers, it is important to track consumer attitudes so that audiences are not subjected to the backlash predicted by psychological reactance. The results of this study found that spam is more irritating than postal direct mail at both T1 (2004) and T2 (2006), and participants in T2 found both direct marketing communication methods more intrusive than those in T1.

Why privacy discussions about pervasive online customer profiling should focus on the expanding roles of third-parties

Network advertising associations, consumer databases, data mining services and advertising exchanges play important roles in the online behavioural advertising industry. The participation of such third-party businesses in consumer profiling to generate targeted direct marketing communications raises significant consumer privacy and data protection concerns. This article analyses the regulatory frameworks of the European Union and the USA and legal developments on this topic to assess how well consumers' privacy concerns are being addressed. It then makes suggestions for regulatory reform specific to third-party involvement in the behavioural advertising industry aimed at enhancing consumers' privacy and data protection.

Marketing Communication Drivers of Adoption Timing of a New E-Service among Existing Customers

This study investigates the effects of direct marketing communications and mass marketing communications on the adoption timing of a new e-service among existing customers. The mass marketing communications pertain to both specific new service advertising and brand advertising from both the focal supplier and the competitors. Using a split-hazard approach, the authors determine the effects of the considered marketing communications on adoption timing, accounting for a significant part of the customer base that never adopts the new e-service. They analyze individual adoption behavior with a sample of 6000 customers of a Dutch telecommunications operator over 25 months. The empirical results show that service advertising shortens the time to adoption, even when it is initiated by competitors. Furthermore, an exploratory analysis of the interaction effects between relationship characteristics and marketing efforts suggests that certain mass marketing efforts have a greater effect on loyal customers.

Top Gun Fighter Pilots Provide Clues to More Effective Database Marketing Segmentation: The Impact of Birth Order

A major issue in the construction of a database is what data to collect about customers in order to maximise targeting efficiency. The paper examines a variable hitherto neglected by marketers but which has been shown in psychology literature to have significant influence on a wide variety of adult behaviour, including fighter pilot effectiveness. There is evidence that birth order shapes personality, in particular what Sulloway refers to as the "Big Five" personality dimensions. This paper reviews the psychology literature, discusses the potential implications for marketers, in particular database marketing, and reports on two studies (including a nationally representative sample of 967 adults) that support the hypothesis that first-borns show a greater need than later-borns to talk to others before and/or after a high involvement purchase. The implications for methods of direct marketing communication and communication content are noted. The simplicity of collecting birth order data, coupled with the ability of neural networks software to process many customer variables, e.g. demographic and transactional, in order to optimise targeting efficiency, makes ordinal birth position a prime candidate for inclusion on consumer databases.

Direct marketing in postmodernity: neo‐tribes and direct communications

This paper argues for the consideration by managers of postmodern phenomena and how they might impact on the field of direct marketing communications. It begins by outlining the conditions of postmodernism and then discusses the decline of individualism and the emergence of neo‐tribes (Cova, 1997). The paper then progresses by identifying the role which direct marketing might have to play within a postmodern world and argues for a focus on direct response television advertising.

Intimacy or intrusion? The privacy dilemma for relationship marketing in consumer markets

The relationship marketing paradigm is gaining increasing credence in consumer markets. Marketers need to get close to their customers to establish exchange relationships, and this “intimacy” is achieved using database technology and direct marketing communications. However, in implementing relationship marketing in this way, the potential exists for the use of technology to result in invasions of individual consumer privacy. The literature on relationship marketing and privacy are reviewed, and the findings of six exploratory focus group discussions, conducted in the UK, are presented. The study suggests that what some consumers define as “intrusion” is similar to what has been called “intimacy” by marketers. Nine propositions are presented which reflect the implications of current approaches to relationship marketing in consumer markets. In particular, the integral elements of meaningful relationships are absent or inhibited as a result of consumer concerns over intrusions of their privacy. Thus, marketers need to adapt their attitudes, behaviours, and processes in order to accommodate the participation of the consumer in the relationship. The implications for marketers are identified, and directions are offered for future research.