17. Direct, Online, Social Media, and Online Marketing

Question 1

Direct and digital marketing (engaging)

Answer 1

Engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Question 2

The New Direct Marketing Model - For many companies today, direct and digital marketing constitute (cấu thành) a “complete model” for doing business. (T/F)

Answer 2

T

Question 3

Rapid Growth of Direct and Digital Marketing - Direct and digital marketing have become the “fastest-growing form of marketing”. Direct marketing continues to become “more Internet-based”, and digital direct marketing is “claiming a surging share of marketing spending and sales”. (T/F)

Answer 3

T

Question 4

Benefits of Direct and Digital Marketing—Buyers (5)

Answer 4

1. Convenience
2. Ready access to many products
3. Access to comparative information about companies, products, and competitors
4. Interactive and immediate

Question 5

Benefits of Direct and Digital Marketing—Sellers

Answer 5

1. Tool to build customer relationships
2. Low-cost, efficient, fast alternative to reach markets
3. Flexible
4. Access to buyers not reachable through other channels

Question 6

Digital and social media marketing

Answer 6

Using digital marketing tools such as websites, social media, mobile apps and ads, online video, email, and blogs that engage consumers anywhere, anytime via their digital devices.

Question 7

Omni-channel retailing (cross-channel buying experience)

Answer 7

Creating a seamless “cross-channel buying experience” that integrates in-store, online, and mobile shopping.

Question 8

Online marketing

Answer 8

marketing via the Internet using company Web sites, online ads and promotions, e-mail, online video, and blogs.

Question 9

Marketing Web sites

Answer 9

engage consumers to move them closer to a direct purchase or other marketing outcome.

Question 10

Branded community Website

Answer 10

presents brand content that engages consumers and creates customer community around a brand.

Question 11

Online advertising

Answer 11

Advertising that appears while consumers are browsing online, including display ads, search-related ads, online classifieds, and other forms.

Question 12

E-mail marketing

Answer 12

sending highly targeted, highly personalized, relationship-building marketing messages via e-mail.

Question 13

Spam

Answer 13

unsolicited, unwanted commercial e-mail messages.

Question 14

Viral marketing

Answer 14

The digital version of word-of-mouth marketing: videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends.

Question 15

Blogs

Answer 15

Online forums where people and companies post their thoughts and other content, usually related to narrowly defined topics.

Question 16

Social Media

Answer 16

Independent and commercial online social networks where people congregate to socialize and share messages, opinions, pictures, videos, and other content.

Question 17

Social Media Marketing - advantages

Answer 17

Advantages:
Targeted and personal
Interactive
Immediate and timely 
Real-time marketing 
Cost effective
Engagement and social sharing capabilities

Question 18

Mobile marketing

Answer 18

Marketing messages, promotions, and other content delivered to on-the-go consumers through their mobile devices

Question 19

Direct-mail marketing (traditional direct marketing form)

Answer 19

Marketing that occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address.

Question 20

Catalog marketing

Answer 20

Direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online.

Question 21

Telemarketing

Answer 21

involves using the telephone to sell directly to consumers and business customers.
Outbound telephone marketing sells directly to consumers and businesses.
Inbound telephone marketing uses toll-free numbers to receive orders from television and print ads, direct mail, and catalogs.

Question 22

Direct-response television (DrtV) marketing

Answer 22

Direct marketing via television, including direct-response television advertising (or infomercials) and interactive television (iTV) advertising.
Direct-response television marketing includes the following:
60 to 120 second advertisements that describe products or give customers a toll-free number or website for ordering
30-minute infomercials such as home shopping channels

Question 23

Public Policy Issues in Direct and Digital Marketing

Answer 23

Irritation includes annoying and offending customers.
Unfairness includes taking unfair advantage of impulsive or less-sophisticated buyers.
Deception includes “heat merchants” who design mailers and write copy designed to mislead consumers.
Fraud includes identity theft and financial scams.
Consumer privacy involves concerns that marketers may have too much information and use it to take unfair advantage.

Question 24

Traditional Direct Marketing Forms

Answer 24

Direct-mail marketing 
Catalog marketing
Telemarketing
Direct-Response Television Marketing
Kiosk Marketing