Chapter 13 Flashcards
Direct and digital marketing
Interacting with known customers and others in the marketing channel, on a one-to-one basis, mostly in real time, using electronic network tools and technologies ranging from the internet to mobile phone networks
Internet/World Wide Web
A vast public web of computer networks that connects users of all types all around the world to each other and to an amazingly large ‘information repository’
Mobile marketing
Marketing conducted through mobile phones, smartphones, tablets and other mobile communication devices interconnected to the internet via data-capable mobile phone networks and/or WIFi
Direct print and reproduction
Mail-outs of letters, product lists, samples, and paper-based and digital catalogues on CD-ROM or DVD sent to a list or a known database of customers, or to a targeted group that the marketer wishes to convert to a database entry
Direct-response television and radio
Where commercials are put to air that persuasively describe a product and then give a toll-free number for viewers to call and place an order
Telemarketing
Where either viewers are invited to call a 1-800, 0055 or 1300 number and place their order - inbound telemarketing - or human telephone operators or computers with voice recognition capabilities, ‘cold call’, seeking an order or perhaps a donation - outbound telemarketing
Telesales
Usually involves a permanent part-time bank of telephone operators who routinely call known customers, such as retailers, to take their orders
Kiosks
Machines used to place information and take orders of such offerings as insurance policies
Electronic dispensing machines and card-reading telephones
Dispense and receive cash, as do the EFTPOS machines used by retailers
Customer database
An organised collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic and behavioural data
List
Direct and digital marketing entails hiring lists containing names and contact details of qualified potential customers
Intranet
A secure web service for employees only or, in the case of a university, for staff only
Extranet
An online service provided to key customers using a secure information base or transacting website on the public internet
Privacy guidelines
Some countries, including Australia, have extended privacy legislation that applies to most profit and non-profit organisations
Location-based marketing
Delivering targeted marketing communication to customers in particular locations, through mobile devices such as smartphones and tablets, thereby taking advantage of the GPS features of such devices
Data mining
Checking databases for patterns and trends that might exist, or to find new connections between data items
Online marketing
Company efforts to market products and services and build customer relationships over the internet
Corporate and/or brand website
Website designed to build customer goodwill, collect customer feedback, and supplement other sales channels, rather than to sell the company’s products directly
Marketing website
Website designed to engage consumers in an interaction that will move them closer to a direct purchase or other marketing outcome, or hold them as loyal customers
Search marketing
Marketing effort to gain prominence for a website on search engine listings, with the aim of attracting visitors who search on keywords via their favourite search engine, portal or directory to this website
Online advertising
Advertising that appears while consumers are browsing the web, including display ads, search-related ads, online classifieds and other forms
Pass -it-on marketing
The internet version of word-of-mouth marketing - websites, videos, email messages, or other marketing events that are so infectious that customers will want to pass them along to friends
Social media networks
Online social communities - blogs, social networking websites or even virtual worlds - where people socialise or exchange information and opinions
Spam
Unsolicited, unwanted commercial email messages
Customer-to-customer interaction
Interaction whereby customers can buy or exchange goods or information directly from one another. Such interaction may also involve interchanges of information through internet forums that appeal to specific special-interest groups
Blog
An online journal where people post their thoughts, usually on a narrowly defined topic
Customer-to-business interaction
Interaction whereby customers communicate with companies
Fulfilment response
Order processing, delivery response times and accuracy of delivery must be considered when responding to product offers
Cookies
Short identifier pieces of text deposited on a visitor’s computer by a website. On subsequent visits, the website software records the cookie response and thus measures repeat guest visits
Clickstream analysis
Analysis of the path followed by website visitors
Customer lifetime value
The amount by which revenues from a customer over time exceed the company’s costs of attracting, selling and servicing that customer
RFM
Direct and digital marketing giants manage customer databases employing three criteria: recency of purchase, frequency of purchase and monetary value of purchase
Internet fraud
Fraudulent activity including identity theft and financial scams. These activities extend to phishing, snooping on online transactions, picking up personal information, or intercepting credit and debit card numbers. They can also include the release of harmful viruses, spyware and other ‘malware’.
Cross-referencing of data
A privacy issue arises when an individual’s personal information, such as health status or work attendance level, is interconnected and used without permission
