Marketing Communications of Lux Soap and Sunsilk Shampoo

3.5 Direct and Database Marketing

Direct Marketing: Direct marketing is a form of communicating an approach, where companies

connect directly to a chosen customer and supply a method for a direct response. It is also known as
direct response marketing. Direct marketing occurs when businesses address customers through a
multitude of channels, including mail, phone, and in person. Direct marketing messages contain a
specific “call to action,” such as “Call this toll-free-number” or “Click this link to subscribe.” The
results of such campaigns are directly measurable, as a business can track how many customers have
reacted through a message’s call to action.

Database Marketing: Database marketing is a form of direct marketing that uses databases of
customers to create targeted lists for direct marketing networks. Such databases include customers’
names and addresses, e-mails, phone numbers, information requests, purchase histories and any other
data that can be legally and accurately collected Information for these databases might be found
through application forms for free products, credit applications, contest entry forms, product
warranty cards, and subscriptions to product newsletters.

3.6 Online and Social Media Marketing

Online Marketing: Online marketing is a set of instruments and practices used for promoting
products and services through the internet. Online marketing includes a wider range of marketing
elements than conventional business marketing due to the extra channels and marketing methods
available on the internet. Online marketing is also known as internet marketing, web marketing,
digital marketing and search engine marketing (SEM).

The tools of online marketing are Email marketing, Social media marketing, Search engine
optimization (SEO), Display advertising, Search Engine Marketing (SEM), Affiliate marketing,
Marketing Automation, Content Management System (CMS) etc.

Social Media Marketing: Social media marketing or SMM is a form of internet marketing that
includes establishing and collaborating content on social media networks in order to attain
companies marketing and branding goals. Social media marketing includes activities like posting text
and image updates, videos, and other content that drives audience engagement, as well as paid social
media advertising. The major social media are Facebook, Instagram, Twitter, LinkedIn, Pinterest,
YouTube, and Snapchat.
3.7 Mobile Marketing

Mobile Marketing: Mobile marketing is any advertising movement that promotes products and
services via mobile devices, such as tablets and smartphones. Mobile marketing makes use of
elements of modern mobile technology, including location services, to personalize marketing
campaigns based on an individual's location. Mobile marketing is a way in which technology can be
used to create individualized promotion of goods or services to a user who is frequently linked to a
network.

The tools of mobile marketing are SMS, Mobile app marketing, Mobile banner ads, Quick-response
barcode ETC.

3.8 Personal Selling

Personal selling: Personal selling occurs when a salesperson meets with a potential customer for the
purpose of conducting a sale. Many salespersons rely on a sequential sales method that normally
includes nine steps. Some salesperson develops scripts for all or part of the sales process. The sales
process can be used in face-to-face encounters.