Chapter 14 Flashcards
What is direct and digital marketing?
Engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
What are the advantages, for a buyer, of direct and digital marketing?
Anytime access to an almost unlimited assortment of products and buying information.
Immediate and interactive –> allows buyers to create exactly the configuration of info, products/services they desire & then order on the spot
Provides a sense of brand engagement and community
What are the advantages of direct & digital marketing for sellers?
Powerful tools for building customer engagement and close, personalized, interactive customer relationships.
Greater flexibility, letting marketers make ongoing adjustments to prices and programs or make immediate, timely, and personal announcements and offers.
What are the main forms of traditional direct marketing?
Face-to-face
Personal selling
direct-mail marketing
catalogue marketing
telemarketing
direct response TV marketing
kiosk marketing
What is the relevance of traditional tools nowadays?
They are still used and important in most firms’ direct marketing efforts.
What are the main forms of new digital marketing?
Online marketing (websites, online ads & promotions, email, online videos & blogs)
social media marketing
mobile marketing
What are the results of the internet on customers’ notions?
It changes how consumers view convenience, speed, price, product information, service and brand interactions.
What are the results of the internet on marketers notions?
They give a whole new way to create customer value, engage customers, and build customer relationships.
Online sales are now a large proportion of total sales
What are the different forms of online marketing?
Websites
Online advertising and promotions
email marketing
Online video on social media (viral = engaging tens of millions of consumers)
Blogs
What is the key to a successful website?
Usually what is created first, it has to create enough value and engagement to get consumers to come to the site, stick around, and come back again
What are the main forms of online advertising?
Display ads and search-related ads
What are the advantages of email marketing?
When used properly, highly targeted, tightly personalized, relationship-building messages
What are the advantages of using social media as a brand?
It is targeted and personal
interactive
immediate and timely
cost-effective
engagement and social sharing capabilities
What are the disadvantages of using social media as a brand?
Consumers’ control over SM content makes SM difficult to control
What is a disadvantage of direct marketing?
Aggressive and shady tactic of a few direct marketers can bother/harm consumers
Concerns about abuse/fraud
concerns about invasion of privacy & security issues
