Ponuda kao kreativna osnova direktnog marketinga
Offer as a Creative Foundation of Direct Marketing
Apstrakt
Ulaganja u komunikacioni miks su specifična, jer pored značajnih finansijskih sredstava iziskuju i kreativne marketing ideje koje su proizvod imaginacije i iskustva. Aplikacija komunikacionog miksa direktnog marketinga je kao „pećina u ledenom bregu“. Vidljiv aspekt prezentovan posredstvom promotivnih sadržaja samo je neznatan deo ukupnog procesa koji uključuje rad stručnjaka različitih profesionalnih opredeljenja. Proces kreiranja novog kominikacionog miksa direktnog marketinga mora u potpunosti da iskoristi sve izazove koje pruža sofisticirana tehnologija. Direktni marketing uz primenu nove tehnologije (kablovska televizija, telemarketing i Internet) u velikoj meri povećava konkurentsku prednost preduzeća u procesu privlačenja pažnje potrošača i stvaranja njihove lojalnosti. Preduzeća sve više koriste navedene medije u funkciji kreiranja takve ponude, koja će dovesti do učvršćivanja lojalnosti postojećih potrošača i privlačenja onih koji su do tada kupovali od neposrednih konkurenata. Stoga, ponuda kao kreativno osmišljeno marketing sredstvo predstavlja lepezu potencijalnih beneficija ponuđenih potrošaču na koje će on steći pravo ukoliko preduzme neku od akcija koje mu komunikaciona poruka sugeriše. U suštini, to su „pravila igre“ koja regulišu odnos između preduzeća i potrošača aranžmanu direktnog marketinga. Stvaranje ponuda koje usmeravaju proces direktnog marketinga je u nadležnosti menadžmenta za odnose sa potrošačima. Bez atraktivne ponude, potrošači sigurno ne bi prosledili neku vrstu merljivog odgovora preduzeću i stoga, odnosi sa potrošačima nikada ne bi nastali. Obrnuto posmatrano, ako izostane permanentno praćenje želja i potreba potrošača, direktni prodavci neće moći da stvore odgovarajuće ponude kojima bi ih zadovoljili i tako motivisali da ponovo kupuju.
Abstract
Investments into communications mix are specific because besides significant financial resources it also involves creative marketing ideas that are a result of imagionation and experience. However, the application of direct marketing communication mix is like „a cave on iceberg“. The visible aspect presented through promotional content is only a small part of the whole process including experts from different fields. The process of creation a new communication mix of direct marketing must fully use all the challenges posed by sophisticated technology. Direct marketing depicted by new technology (cable television, telemarketing and the Internet) can substantially increase the competitive advantage of enterprises in attracting their customer‘s attention and creating their loyalty as well. The companies use the mentioned media more frequently in order to create such offers that will lead towards strengthening loyalty of the existing customers, while simultaneously attracting those customers who were previously making purchases with our direct competitors. Hence, an offer as a creatively designed marketing vehicle proposes a number of potential benefits to a client. However, the client will be able to claim those benefits only in the case when a customer takes action as suggested by a communicated message. Basically, those are “the rules of the game” that regulate relationship between company and client in direct marketing. Creating offers which guide the process of direct marketing is in the domain of customer relations management. Without an attractive offer, consumers will not create any type of measurable response to a company and therefore relations with clients would never emerge. On the other hand, if a company fails to continuously follow client’s needs and wants, those engaged in direct sales will not be able to create adequate offers that would satisfy clients and motivate them to repeat purchases.
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