Description
It contains definition, evolution and classification of Telemarketing as described by theoretical models. A research on mobile marketing has also been covered in the presentation to make it relevant for present scenario
Use of Telemarketing for Sales
Definition & Evolution
“Telemarketing is the use of the telephone and call centers to attract prospects, sell to existing customers and provide service by taking orders and answering questions.” - Philip Kotler “Telemarketing is a method of direct marketing in which a salesperson solicits to prospective customers to buy products or services, either over the ? phone-or through a subsequent and Telegraph Web 1895 Metropolitan Telephone face to face or conferencing appointment scheduled during the call.” Company sent a mailing printed on tinted paper to -names taken from the Elite Directory or Blue Book Wikipedia ? 1905 – Department Stores were taking orders on phone ? 1957 – DialAmerica, biggest telemarketing company came in existence ? 1990 – Telephone Consumer Protection Act ? 1990 – Boom in the mobile phone market
Telemarketin g
Inbound
Customers are calling a firm to place an order or to request more information or customer service Eg. 1800 numbers for accepting orders or giving more information about the products
Telemarketin g
B2B
Telemarketer searches for potential companies and the right people with whom to initiate a sales call Eg. Setting up appointments for the Sales representatives .
Outbound
Companies are calling customers and prospects to make a sale or to offer information which it hopes will lead to a sale Eg. Direct selling of a loan or a credit card on telephone/mobi le
B2C
Placing a call to consumers, asking them to try a product or encouraging potential customer to call a company Eg. Direct selling of a loan or a credit card on telephone/mobi le
Applications of Telemarketing
? Selling – It involves outgoing solicitations for a firm’s ?
?
?
? ?
products or services. Setting Qualified Appointments – Requires calling prospects, qualifying them and setting appointments for salespeople Generating Leads – It’s a program to build the prospect list by giving people more information and tapping their interest Surveying - Some firms use telemarketing to gather market data about customers and prospects. Providing Customer Service – To provide status of the pending order Advertising – Communicating information about a new product or service and no sales attempt is made. Pursuing Collections - Credit department uses telemarketing not to sell but it pursues receiving payments.
Financial Services, Telecom and BPO companies use telemarketing extensively.
Mobile Marketing
? Definition: process of sending spam-free, personalised, ? ? ? ?
permission-based marketing messages to customers through their cell-phones More than 429 million telecom subscribers in India (March 2009 – TRAI Report) 392 million wireless users + 37 million wireline users Growth is majorly seen in wireless area while wireline sector is more or less stagnant (and actually decreasing) Focus to reach the customer through ways other than calling
Mobitisements
Text messaging is free of cost for the sender/receiver The message is appended with ads which can be geo-targeted One of the best medium for Click –to-Call promotions Better than Television ads as it carries a personal message and there is no channel surfing ? Currently market size is around Rs.30 crores, expected to grow 5 times to 150 crores by 2011 ? For e.g. way2sms.com, indyarocks.com, 160by2.com
? ? ? ?
How it works?
Server [Eg: www.indyarocks.com]
Mobile Device Contract
Sender Business Enquiry
Business Firm
Blue-Casting
? Provision of any small digital content to Bluetooth ?
?
? ?
enabled devices Could include photos, podcast style audio content, video, mobile ticketing, text messages, games or even other applications Provisioned by a Bluetooth Kiosk a physical server provisioning the digital media over Bluetooth to interested devices Generally located in public spaces such as malls, bars or mass-transit terminals. In India there are some temples which offer ringtones, wallpapers of Gods and some other content using bluecasting
Just Dial
? It’s a Directory Service offering live search in 240 Indian cities ? Phone - A 24/7 operator assisted search on a single national number 6999 9999 ? Internet – justdial.com Working ? Wireless - search by SMS on short code 53999, Model wap.justdial.com Company Listing
• Customer requires specific company’s contact information • Free of cost
Sponsor Listing
• Customer requires general contact informtation related to a business • Chargeable, Rs 2333/month or Rs 28000 / yr
Effectiveness of Telemarketing
Aspect Contact Center Satisfaction Index (2007)
? European consumers gave centers an overall
satisfaction grade of 64% which increases to 86% for consumers who have had an outstanding interaction. ? Consumers who have exceptional experiences are 33% more likely to conduct future business with a company. ? 83% of consumers still say that their telephone or online interactions are the same or better than typical face-to-face interactions. ? Consumers who use telephone rate their satisfaction lower than those who use online methods to contact the company.
Effectiveness of Telemarketing
? Consumers are more likely
to utilize the telephone to contact companies about complex issues or problems. ? The amount of information a consumer is asked to repeat after transferring from an automated system to a live agent directly impacts to how much future business they say they will conduct with a company.
? Consumers
who have exceptional experiences got their inquiry resolved in fewer contacts
Fallouts
? Widespread negative perceptions and criticism ? Pyramid schemes, Frauds, Boiler rooms, etc. ? Regulations to curb unsolicited calls ? TRAI’s NDNC list ? Control over various touch points ? RBI to review telemarketing activities in financial institutions.
Road Ahead
? After DNC and failure of predictive dialing(Silent calls) it is ? ?
?
?
more likely to be a 2 way conversation then one way sales pitch-to build relationship rather than start them. Event and trigger based marketing events Global multilingual telemarketing expanding hundredfold because of the reducing ISD call charges and internet telephony. Co-sourcing Approach-Extension of Outsourced telemarketing solutions. Advanced form of Bluecasting.
Telemarketing-The Way Forward
THANK YOU!
doc_816940001.pptx
It contains definition, evolution and classification of Telemarketing as described by theoretical models. A research on mobile marketing has also been covered in the presentation to make it relevant for present scenario
Use of Telemarketing for Sales
Definition & Evolution
“Telemarketing is the use of the telephone and call centers to attract prospects, sell to existing customers and provide service by taking orders and answering questions.” - Philip Kotler “Telemarketing is a method of direct marketing in which a salesperson solicits to prospective customers to buy products or services, either over the ? phone-or through a subsequent and Telegraph Web 1895 Metropolitan Telephone face to face or conferencing appointment scheduled during the call.” Company sent a mailing printed on tinted paper to -names taken from the Elite Directory or Blue Book Wikipedia ? 1905 – Department Stores were taking orders on phone ? 1957 – DialAmerica, biggest telemarketing company came in existence ? 1990 – Telephone Consumer Protection Act ? 1990 – Boom in the mobile phone market
Telemarketin g
Inbound
Customers are calling a firm to place an order or to request more information or customer service Eg. 1800 numbers for accepting orders or giving more information about the products
Telemarketin g
B2B
Telemarketer searches for potential companies and the right people with whom to initiate a sales call Eg. Setting up appointments for the Sales representatives .
Outbound
Companies are calling customers and prospects to make a sale or to offer information which it hopes will lead to a sale Eg. Direct selling of a loan or a credit card on telephone/mobi le
B2C
Placing a call to consumers, asking them to try a product or encouraging potential customer to call a company Eg. Direct selling of a loan or a credit card on telephone/mobi le
Applications of Telemarketing
? Selling – It involves outgoing solicitations for a firm’s ?
?
?
? ?
products or services. Setting Qualified Appointments – Requires calling prospects, qualifying them and setting appointments for salespeople Generating Leads – It’s a program to build the prospect list by giving people more information and tapping their interest Surveying - Some firms use telemarketing to gather market data about customers and prospects. Providing Customer Service – To provide status of the pending order Advertising – Communicating information about a new product or service and no sales attempt is made. Pursuing Collections - Credit department uses telemarketing not to sell but it pursues receiving payments.
Financial Services, Telecom and BPO companies use telemarketing extensively.
Mobile Marketing
? Definition: process of sending spam-free, personalised, ? ? ? ?
permission-based marketing messages to customers through their cell-phones More than 429 million telecom subscribers in India (March 2009 – TRAI Report) 392 million wireless users + 37 million wireline users Growth is majorly seen in wireless area while wireline sector is more or less stagnant (and actually decreasing) Focus to reach the customer through ways other than calling
Mobitisements
Text messaging is free of cost for the sender/receiver The message is appended with ads which can be geo-targeted One of the best medium for Click –to-Call promotions Better than Television ads as it carries a personal message and there is no channel surfing ? Currently market size is around Rs.30 crores, expected to grow 5 times to 150 crores by 2011 ? For e.g. way2sms.com, indyarocks.com, 160by2.com
? ? ? ?
How it works?
Server [Eg: www.indyarocks.com]
Mobile Device Contract
Sender Business Enquiry
Business Firm
Blue-Casting
? Provision of any small digital content to Bluetooth ?
?
? ?
enabled devices Could include photos, podcast style audio content, video, mobile ticketing, text messages, games or even other applications Provisioned by a Bluetooth Kiosk a physical server provisioning the digital media over Bluetooth to interested devices Generally located in public spaces such as malls, bars or mass-transit terminals. In India there are some temples which offer ringtones, wallpapers of Gods and some other content using bluecasting
Just Dial
? It’s a Directory Service offering live search in 240 Indian cities ? Phone - A 24/7 operator assisted search on a single national number 6999 9999 ? Internet – justdial.com Working ? Wireless - search by SMS on short code 53999, Model wap.justdial.com Company Listing
• Customer requires specific company’s contact information • Free of cost
Sponsor Listing
• Customer requires general contact informtation related to a business • Chargeable, Rs 2333/month or Rs 28000 / yr
Effectiveness of Telemarketing
Aspect Contact Center Satisfaction Index (2007)
? European consumers gave centers an overall
satisfaction grade of 64% which increases to 86% for consumers who have had an outstanding interaction. ? Consumers who have exceptional experiences are 33% more likely to conduct future business with a company. ? 83% of consumers still say that their telephone or online interactions are the same or better than typical face-to-face interactions. ? Consumers who use telephone rate their satisfaction lower than those who use online methods to contact the company.
Effectiveness of Telemarketing
? Consumers are more likely
to utilize the telephone to contact companies about complex issues or problems. ? The amount of information a consumer is asked to repeat after transferring from an automated system to a live agent directly impacts to how much future business they say they will conduct with a company.
? Consumers
who have exceptional experiences got their inquiry resolved in fewer contacts
Fallouts
? Widespread negative perceptions and criticism ? Pyramid schemes, Frauds, Boiler rooms, etc. ? Regulations to curb unsolicited calls ? TRAI’s NDNC list ? Control over various touch points ? RBI to review telemarketing activities in financial institutions.
Road Ahead
? After DNC and failure of predictive dialing(Silent calls) it is ? ?
?
?
more likely to be a 2 way conversation then one way sales pitch-to build relationship rather than start them. Event and trigger based marketing events Global multilingual telemarketing expanding hundredfold because of the reducing ISD call charges and internet telephony. Co-sourcing Approach-Extension of Outsourced telemarketing solutions. Advanced form of Bluecasting.
Telemarketing-The Way Forward
THANK YOU!
doc_816940001.pptx