Direct and Digital Marketing

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a direct marketing list without any customer harassment. This aspect focuses on the Network theory, which highlights the study of relationships

After attaining such a marketing list, the Wi-Fi marketing platform also allows a direct marketer to deliver appropriate and relevant messages to customers. The high, efficient and widespread connectivity developed by the easy access to internet also allows customers to gain required knowledge about specific products and services. For example, restaurants, bars and cafes use this procedure to directly interact with their customers. Automatic emails, text messages and website links are also easily sent to targeted customers based on various triggers and rules.

Easy internet access helps direct marketers to keep a tract of their customers, identify their personal and specific needs and respond accordingly. Personalized customer marketing deserves primary focus here, which highlights the definite and different scopes of requirements and needs of specific customers. Identifying a customer’s purchasing power is also vital for business. These factors are met easily and effectively through an easy access to the internet, which is provided by Wi-Fi hotspots. Such connectivity allows direct marketers to keep in touch with their customers and give special importance to their specifications. Data analysis is also made easy, which further helps in specialized product offerings and individualized messages. Internet availability also equips direct marketers to gain knowledge about the personalization tactics. Such changing and varied customer demands as well as the availability of easy internet access also impacts the way companies run. This factor can be related to Maslow’s hierarchy of needs, which gives special importance to the needs of people.

Wi-Fi provides instant impersonal information that is easy to use. Direct marketing business thrives on developing personal contact (Lund & Marinova, 2014). The internet thus enhances the connection between direct marketers and customers. An easy method of doing this is through generating knowledge amongst customers about a specific company and their goals. Creating awareness is vital for business and sale of products and services. For such a factor, developing websites is one of the most popular ways, which helps in promoting business. The Institutional theory, which is tied to the specific company cultures, is highlighted through this issue. Thus, the ways and methods of function for organizations have undergone drastic changes after the introduction of wireless communication.

Creating effective impact is vital for direct marketers, which in turn helps in effective sales of products and services (Miltgen & Peyrat-Guillard, 2014). The availability of internet has promoted digital technology which improves and increases the creative impact of direct marketers on their customers. Advancements in messaging, animation, 3D, new printing techniques such as QR Quotes, digital print etc are used widely by direct marketers today for effective communication with customers. Such new and innovative marketing strategies also improve business outputs and helps marketers to reach desired goals. Direct marketers also indulge in using various communication methods simultaneously today due to the east access of internet and improved connectivity. Thus, direct marketing today can be recognized as a method of communication that includes the power of integrating more than one communication medium such as direct mails, mobiles, emails etc.

Section B

Marketing is essential for every business organization. However, there are various methods and philosophies used by marketers in different organizations according to their specifications, goals and aims. Selecting appropriate marketing strategies is vital for the efficient functioning of the organisation. This essay focuses on the importance and significance of various marketing strategies and philosophies while highlighting on the fact that modern organizations actually juggle between such strategies. Two prominent philosophies are analyzed in details to gain a better understanding and recognize the intricacies between the two. However, these two philosophies are quite same in terms of business objectives i.e. optimum business transactions and meeting set goals, but at the same time, it is difficult to choose proper philosophy. In the following discussion, some prospects of both philosophies as well as directive measures are included. More practically, field marketers try to make improved transactions to get a satisfactory sale whereas marketers tend to make effective communication to display prospects among wider communities.

Modern marketing: Modern marketing can be defined as an adaptive and holistic methodology that drives business results and efficiencies by blending technology, strategy, creativity and analysis. Marketing basically includes an evolving practice. However, digital transformations have increased the specific rate of change rapidly. Thus, modern marketing strategies contribute to and are also inspired by changing expectations as well as philosophies. It is thus necessary for competitive marketers to stay ahead of popular trends. Modern marketing generally focuses on the 7 P’s of marketing, which are product, price, promotion, place, packaging, positioning and people. Such a definition of modern marketing evidently highlights on the incorporation and blending of more than one marketing approach in modern business. This assessment is an endeavor to focus on this very point.

Transactional marketing: This marketing strategy focuses and highlights on a single point of sale transaction. It emphasizes on maximizing efficiency and increasing the volume of sales. In such a situation it automatically gives less emphasis on developing and building effective relationships with current and potential customers. Such a strategy is generally implemented by small and medium scale organizations where the focus lies on increasing profits and revenues. This transactional approach is mainly based on four traditional marketing elements that are often referred to as the four P’s (yourbusiness.azcentral.com, 2017).

Product: Transactional marketing gives initial focus on product, which is created to meet customer demands and needs. This product can either be a tangible good or a service that is intangible, however, both should fulfill a definite customer want. Thus, identifying customer requirements and demands are vital before manufacturing products or advancing specific services. Identifying the specifications and uniqueness of the product is also vital for effective marketing.

Price: In order to attract customers to buy a specific service or good