Merketingul Direct

In: Business and Management

Submitted By orsyika
Words 1422
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CAMPANIILE DE DIRECT E-MAIL
Conf. univ. dr. Călin Vegheş

Proiectarea, organizarea şi desfăşurarea campaniilor de direct e-mail reprezintă rezultatul influenţelor exercitate de mai mulţi factori printre care se numără dezvoltarea internetului, penetrarea acestuia la nivelul segmentelor de consumatori, experienţa în creştere a organizaţiilor asociată utilizării instrumentelor marketingului direct şi dorinţa acestora de a valorifica oportunităţile de marketing şi vânzări oferite de noul mediu de comunicare.
Principalele avantaje pe care le aduce organizaţiei utilizarea poştei electronice ca mediu de comunicare directă se referă la:
1. caracterul personal al comunicării cu consumatorul,
2. caracterul confidenţial al comunicării cu consumatorul,
3. posibilitatea de a orienta foarte exact mesajele organizaţiei,
4. capacitatea creativă sporită a comunicării directe cu consumatorul,
5. testabilitatea totală a componentelor campaniei de direct e-mail şi
6. controlul cvasi-total asupra campaniei de direct e-mail.
Chiar dacă aceste avantaje conturează o imagine mai mult decât favorabilă campaniilor de direct e-mail prin prisma integrării acestora în cadrul campaniilor de comunicare de marketing ale organizaţiei, adoptarea deciziei de a le utiliza trebuie să aibă în vedere şi dezavantajele specifice asociate acestora:
7. campaniile de direct e-mail nu pot viza toate segmentele de piaţă ale organizaţiei,
8. campaniile de direct e-mail nu pot contribui la atingerea tuturor obiectivelor organizaţiei,
9. campaniile de direct e-mail creează anumite rezerve consumatorilor,
10. campaniile de direct e-mail sunt instrumente cu un caracter preponderent tactic.
Organizaţiile interesate în proiectarea, organizarea şi desfăşurarea campaniilor de direct e-mail pot considera utilizarea acestora ca un instrument primar de…...

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