Chapter 11: Direct Marketing Flashcards
Refers to adverts placed on social media platforms.
Social Advertising
Is defined as paid advertising that matches the form, feel, and function of the content of the media on which it
appears.
Native Advertising
It uses mass media such as television, radio, and newspapers to broadcast messages to random publics. It delivers that message to the general public
Mass marketing
The use of wireless devices to distribute marketing
messages to specific locations.
Proximity Marketing
Organizations communicate directly with customers,
without an intermediary via interactive communication, through channels.
Direct Marketing
Designed to elicit a direct response by encouraging prospects to take a specific action.
Direct response advertising (DRA)
B2B, B2C, & C2B
B2B= Business to Business (Amazon)
B2C = Business to Consumer (Amazon)
C2B = Consumer to Business (Bloggers)
- Awareness
- Engagement
- Discovery
- Purchase
- Retention
The Marketing Funnel
Awareness, Engagement, Conversion, & Retention
Objectives of Online Communication
- ZMOT
- First Moment of Truth
- Purchase Decision
- Second Moment of Truth
- Initial Consideration Set
(RESTART)
The Consumer Decision Journey
A strategic marketing approach focused on creating valuable, relevant and consistent content to attract and retain a clearly defined audience
Content Marketing
- Strategy and Objectives
- Content Type
- Distribution platforms
- Assessment of Effectivess
Content Marketing Campaigns
The oldest form of online advertising and refers to
placing ads on webpages
Display Advertising
(Banner, Pop-Up & Rich-media)
An automated system for the buying and selling of
online display adverts.
Programmatic Advertising
Refers to adverts placed on social media platforms like Meta, Instagram, X, YouTube, Tik-Tok and
Snapchat.
Social Advertising
Defined as forms of advertising whereby the purchaser pays only when there is
measurable results such as pay-per-click.
Performance Marketing
Referred to as digital partnerships, whereby third parties are compensated for
generating leads or driving traffic to brand’s website.
Affiliate Marketing
- Activity (Input) Metrics
- Interactions (Response) Metrics
- Performance (Outcome) Metrics
Social Media Metrics
