6 - Direct, Online, Social Media Marketing Flashcards
direct and digital marketing
fastest growing form of marketing
engages directly w/ carefully targeted consumers + communities
- tailors offers + content to the needs and interests of defined segments or individual buyers
what is built though digital marketing
customer engagement
brand community
sales
new direct marketing model
direct and digital marketing constitute a complete model for doing business
benefits of direct and digital marketing to buyers
convenience
ready access to many products
access to comparative information about companies, products and competitors
interactive and immediate
benefits of direct and digital marketing to sellers
tool to build customer relationships
low cost, efficient + fast to reach markets
flexible
access to buyers not reachable though other channels
real-time marketing
links brands to important moments and trending events in customer’s lives
powerful tool to build:
- personalised relationships
- customer engagement
- community
digital & social media marketing forms (4)
multichannel marketing
online marketing
social media marketing
mobile marketing
multichannel marketing
marketing through traditional offline channels as well as through digital and social media channels
- multichannel marketing companies are having more success than their online only competitors
forms of online marketing
websites - marketing websites & branded community websites
online advertising - appears while consumers browse
email marketing - sending targeted, personalized, relationship-building messages
viral marketing - digital version of word-of-mouth
online video marketing - digital video content on brand websites or social media
blogs - online journals
social media - independent and commercial online communities where people congregate, socialize and exchange views and information
social media marketing
allows companies to address a range of stakeholders
- establishment of a firm’s desired social media “culture” and “tone”
- platforms have analytics tools: enable companies to track the engagement of ad campaigns
advantages of social media marketing
\+ targeted & personal \+ interactive \+ immediate & timely \+ real time marketing \+ cost effective
mobile marketing
delivers messages (eg. promotions) to on-the-go consumers through mobile devices
traditional direct marketing forms (5)
direct mail marketing (announcements & offers)
catalogue marketing (printed & web based)
telemarketing (outbound & inbound)
direct-response TV marketing (long & short form)
kiosk marketing (info & ordering machines)
issues in direct & digital marketing (6)
irritation (annoying customers)
unfairness (take advantage of impulse purchases)
deception (heat merchants)
fraud (identity theft & financial scams) -> phishing
access by unauthorised groups (eg. minors)
lack of consumer privacy
cross media marketing
form of cross-promotion in which promotional companies commit to surpass traditional advertisement techniques and decide to include extra appeals to the products
