14.1 Direct and Digital Marketing Flashcards
What is direct marketing?
Direct marketing is the approach of engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
What is digital marketing?
Digital marketing is the fastest-growing form of direct marketing, utilizing online, social media, and mobile marketing channels to engage with customers.
How does direct marketing help companies build customer relationships?
Companies use direct marketing to tailor their offers and content to the needs and interests of narrowly defined segments or individual buyers, building customer engagement, brand community, and sales.
How does direct marketing help companies build customer relationships?
Companies use direct marketing to
tailor their offers and content to the needs and interests of narrowly defined segments or individual buyers,
building customer engagement,
brand community,
and sales.
What is the new direct marketing model?
new direct marketing model is driven by the surge in internet usage, digital technologies, and social and mobile media.
It involves using direct and digital marketing as channels for engaging consumers directly and creating brand communities, rather than simply as supplementary channels or advertising media.
How do most companies use direct marketing?
Most companies use direct marketing as a supplementary channel or medium, in addition to their primary marketing approaches.
What is an example of a company that has built its entire approach around direct and digital marketing?
Expedia Group is an example of a company that has built its entire approach around direct and digital marketing, operating a large collection of online-only travel businesses.
What are some examples of online giants using direct and digital marketing as their primary approach?
Examples of online giants using direct and digital marketing as their primary approach include Amazon, Netflix, GEICO, and Expedia.
What are some ways that companies can use direct and digital marketing to engage with customers?
Companies can use direct and digital marketing to engage with customers through their websites, mobile apps, social media pages, and email campaigns.
What is the growth trend of direct and digital marketing?
Direct and digital marketing have become the fastest-growing form of marketing, with digital media expenditures surpassing other forms of media spending and mobile ad spending accounting for 70 percent of all digital ad spending.
What are some benefits of direct and digital marketing for buyers?
Benefits for buyers include
convenience,
ease,
privacy,
anytime access to a wide assortment of goods,
a wealth of product information,
the ability to interact with sellers to create customized products or services,
and a sense of brand engagement and community.
What are some benefits of direct and digital marketing for sellers?
Benefits for sellers include
lower costs,
efficiency,
the ability to target small groups or individual customers,
personalized products and services,
flexibility to make ongoing adjustments,
and opportunities for real-time marketing and customer engagement.
How does direct and digital marketing offer sellers greater flexibility?
Direct and digital marketing allow sellers to
make ongoing adjustments to prices and programs,
create immediate and personal engagement,
and make timely offers based on customer needs and preferences.
What is real-time marketing?
Real-time marketing is a strategy that links brands to important moments and trending events in customers’ lives, helping to move customers through the buying process and building customer engagement, community, and personalized relationships.
Can you provide an example of a company using direct and digital marketing to provide helpful information for customers?
Lowe’s home improvement retailer offers an online “How-Tos Library” that provides in-depth how-to videos, project planning guides, cost calculators, and other helpful information on various projects, creating a direct marketing channel for customer engagement and sales.
