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Direct and digital marketing Essay Example

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Direct and digital marketing

Everybody has access to the internet through personal computers, mobiles, tablets, and laptops. Customers can access their required information from anywhere in office, home, either outside of the country or even in far more villages. Direct marketers have an immediate response from their customers due to technological advancement. Credit and card charge companies are examples of advanced direct marketing; for example, when people make a purchase through cards their transactions are completed through the mail and the relation between the company and card member take place at large level. Card members are offered with different products, and communication between the company and card members take place through telecommunication, e-mails, and monthly statements (Bird, 2007).The best example of technological advancement is wireless networking also called Wi-Fi. Wi-Fi is a short form of wireless fidelity; Wireless networking protocol permits multiple devices to communicate without cables and cords (Goth, 2011). The usage of this service is increasing surprisingly. Many devices can be easily used through this technology like personal computers, tablet computers, video-game consoles, digital cameras, digital audio player, and smart phones. Wi-Fi allows people to connect their devices to internet or exchange data wirelessly. The normal Wi-Fi range can be up-to 5 kilometer but due to increased commercial usage, the focus of wireless networking companies is shifting from small to wider area coverage. Therefore, the new Wi-MAX allow 8 to 50 kilometer of the range that covers a wide range of the area and big amount of people (Kabir et al. This wide range access has been provided as the solution, to resolve long-range and outdoor connectivity problems. The use of this wireless technology is not bound to individuals, but organizations are also taking advantage from this new technology and getting competitive (Ward, 2006).Wi-Fi has a great impact on the way firms are operated; neither direct marketers nor any employee are restricted to work at the office or any specific place in the organization; they can work from anywhere they wish. They do not need to stick at one place for responding to their customers (Pamela, 2004). Marketers have the flexibility of locations they can work from outside to office, gardens, and even they can be in touch with their office members during travelling.Recently, direct marketers activities include making

References

Bird, D (2007). Commonsense Direct and Digital Marketing, 5th Edition. Great Britain: Kogan Page publishers.

Chiang, W. Y. K., Chhajed, D., & Hess, J. D. (2003). Direct marketing, indirect profits: A strategic analysis of dual-channel supply-chain design. Management Science, vol. 49, no. 1, pp. 1-20

Deloitte (n.d). why Wi-Fi? In-store Engagement With The Constantly Connected Customer. Available at: http://www.deloitte.com/assets/dcom-unitedstates/local%20assets/documents/us_consulting_retail_deloitte_why%20wi-fi_011211.pdf

Friedman, B., & Vincent, S. (2005). Growing with web-based one-to-one marketing. CPA Prac. Mgmt. F., vol. 1, pp. 10

Gerhardt, W., Medcalf, R., Taylor, S and Toouli, A. (2012). Profiting from the Rise of Wi-Fi New, Innovative Business Models for Service Providers. Available from https://www.cisco.com/web/about/ac79/docs/sp/SP_Wi-Fi_PoV.pdf[Accessed 21 April 2014]

Goth, G. (2011). Wi-Fi Making Big New Waves:" In-Room" High-Speed Uses to Get Big Boost from Wireless Mainstay. IEEE Internet Computing, vol. 15, no. 5

Jones, A. (2002). Wireless marketing: the linking value of text messaging. Young Consumers: Insight and Ideas for Responsible Marketers, vol. 3, no. 2, pp. 39-44.

Kabir, A. F., Khan, M., Hayat, R., Haque, A. A. M., & Mamun, M. S. I. (2012). WiMAX or Wi-Fi: The Best Suited Candidate Technology for Building Wireless Access Infrastructure Available from http://arxiv.org/ftp/arxiv/papers/1208/1208.3769.pdf[Accessed 21 April 2014]

Keilhacker, R (2000). A comparison of the main Direct Marketing Media and their future prospects in the age of the new millennium. Diplomarbeiten agentur.

Nash, E. L., Sabin, W. A., & Kornbluth, G. (2000). Direct marketing: strategy, planning, execution. McGraw Hill.

Pamela, K. (2004). Wireless marketing. In. Bidgoli, Hossein (ed) The Internet Encyclopedia, Volume 3. United States of America: John Wiley & Sons, pp. 850-862

Sinha, K (2004). The Future of Technology and its Impact on Our Lives. Available from http://www.wpp.com/wpp/marketing/digital/the-future-of-technology/[Accessed 21 April 2014]

Slater, S. F., Hult, G. T. M., & Olson, E. M. (2010). Factors influencing the relative importance of marketing strategy creativity and marketing strategy implementation effectiveness. Industrial Marketing Management, vol. 39, no. 4, pp. 551-559

Stefano, F. T (2005). Wi-Fi Will Change the World. Available from http://www.ecommercetimes.com/story/41607.html [Accessed 21 April 2014]

Ward, M. (2006). Wi-fi promises internet shake up. Available from http://news.bbc.co.uk/2/hi/technology/4779124.stm [Accessed 21 April 2014]

Waters, D. (2006). Norwich pioneers free city Wi-Fi. Available from http://news.bbc.co.uk/2/hi/technology/5297884.stm[Accessed 21 April 2014]

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preview essay on Direct and digital marketing
  • Pages: 6 (1500 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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