Direct and digital marketing Essay Example | Topics and Well Written Essays - 1500 words

Direct and digital marketing - Essay Example st 10 years, usage of this technique has increased and the cause of this increase is; lower capabilities of mass marketing in targeting and segmentation of relevant audience as compared to direct marketing and technological advancement (Nash, Sabin, & Kornbluth, 2000).Direct marketing is about reaching directly to existing and potential customers. Direct marketers do marketing of their products by making phone calls and by sending e-mail messages. Direct marketing is always about using aggressive tactics. Direct marketers’ objective is to contact, place, offer, and make incentive-based information available to target markets (Chiang, Chhajed, &Hess, 2003). It is different from other marketing methods because direct marketers target selected individuals for sending information related to product and its new offerings and these people will be the respondents. Responses can be an inquiry, purchase, or referrals (Keilhacker, 2000).Dell Computers, Readers Digest, Amazon, Credit, an d Charge Card Companies and Time-Life Books are examples of direct marketing (Bird, 2007). Technological advancement is not a new chapter and is known by every organization and marketers. With the change of time and technology, marketing activities has also been changed. Technological advancement has a great impact on marketing activities. Direct marketing has become digital marketing, and people are much aware of their required products’ availability than ever. 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

Innovation and Enterprise 2 Essay Example | Topics and Well Written Essays - 1750 words

Innovation and Enterprise 2 - Essay Example It is possible to apply the concept of open innovation on SMEs. However, Chesbrough (2006) revealed that SMEs have different ways to adopt with the open innovation as compared to large-scale multinational companies. Considering the growing importance of open innovation among the large-scale companies, this study will seek to evaluate and explore the relevance of open innovation on SME’s. To give the readers a better understanding of this subject matter, an overview with regards to open innovation will be provided in this study. As part of going through the main discussion, this study will first discuss how SMEs are able to adopt to open innovation followed by evaluating and examining several existing research studies with regards to the impact of open innovation activities over the business performances of SMEs. Open innovation requires companies to use internal and external sources to make use of technologies. In line with this, Chesbrough (2003) explained that the use of external pathways can increase the chances wherein companies will be able to innovate new product and technological processes which could improve the overall performance of a company. Instead of heavily relying on internal R&D, the large-scale multinational companies were enticed to incorporate open innovation in their business practices in order to gain competitive advantages over their close business competitors (Chesbrough, 2003). The process of developing and commercializing the use of technologies within the internal boundaries of a business organization is called the â€Å"closed innovation† (Chesbrough, 2003). In the past, large-scale multinational companies are heavily relying over the use of their internal R&D to allow them to develop new product lines that can be easily marketed to the consumers. By doing so, large-scale multinational companies were able to outperform the SMEs (Teece, 1986). Since a