Direct Marketing

Direct Marketing

Talya Pecen

Week 7

What I found interesting:

This week I found the ‘Customer lifetime value’ interesting as I did not realise how much one customer could contribute to the business’s revenue over a period of time, I had never thought of it like that. It shows that having a returning customer is more important to keep than always aiming to attract new customers, although new customers is very important, it’s still important to keep the returning ones coming back.

I also thought that the e-marketing area along with Google Analytics was very interesting, I had learnt about this last year in our website class but it was good to have a refresh of it. I think that Google Analytics is a very important thing to have for a business website and I think that it is amazing in the information it provides for a business. I especially like how it tells you how long they spent on your website, what page they exited on and where they are in the world.

Week 8

What I found interesting:

This week I found the ‘Behavioural segmentation’ interesting where, when customer profiling, businesses look at aspects such as time transaction was made and the method of payment to add to their database.

Activity:

Undertake a segmentation analysis and target market profile for your direct marketing plan

Starbuck’s segmentation analysis

- Coffee drinkers (varying from simple coffee to more various beverages)

- People who live in urban areas, especially larger cities such as Melbourne

- University students and faculty members

- Those who hold a professional, managerial or executive position

- Those interested in being socially responsible and helping the environment

- Those with a little higher income (Starbucks is more expensive than average coffee shop)

- People who consider customer service in high regard or looking for a total brand experience (the “Starbucks experience”)

- Those in a rush or don’t want to make their own breakfast

- Those attracted to the physical environment and comfort of Starbucks

- Those looking to be seen with the social, branded coffee cup to look trendy

- Those aged 18-40 or children purchasing a children’s drink with their parent.

Starbucks target