Chapter 14- Direct, Online, Social, Media, and Mobile Marketing Flashcards
Direct and Digital Marketing
Engaging directly with targeted individual consumers and customer communities to: Obtain an immediate response, build lasting customer relationships, build customer engagement, brand community, and sales
New Direct Marketing model
Used as a supplementary channel or medium
Benefits of Direct Marketing to Buyers
Buyers
- Convenient, easy, and private
- Easy buyer-seller interact
- Quick access to products and relevant information
- Brand engagement and community
Sellers
- Low cost, efficient, and speedy
- Build close, personalized, interactive, one-to-one customer relationship
- Greater flexibility
Digital and Social Media Marketing
Using digital marketing tools to engage consumers anywhere, anytime via their digital devices
Multichannel Marketing
Using both traditional and digital marketing channels
Online Marketing
Marketing via the internet using company web sites, online ads and promotions, email, online video, and blogs
Marketing web site
Interact with consumers to move them closer to a direct purchase or other marketing outcome
Branded community web sites
Present brand content that engages consumers and creates community around a brand
Online Advertising
Appears while consumers are browsing online
E-mail Marketing
Sending highly targeted, highly personalized, relationship-building marketing messages via email
Spam
Unsolicited, unwanted commercial e-mail messages
Viral Marketing
Videos, ads, and other macerating content that customer seek or pass along to friends
Blogs and other online forums
Online journals of narrowly defined topics where people and companies post their thoughts and other content
Benefit of blogs/forums
Offers a fresh, original, personal, and inexpensive way to enter into consumer conversations
Limitations of blogs/forums
Consumer-controlled medium
Social media
Independent and commercial online communities where people congregate, socialize, and exchange views and information
Advantages of Social Media
- Targeted and personal
- Interactive
- Immediate and timely
- Cost effective
- Engagement and social sharing capabilities
Disadvantages of Social Media
- Still being experimented
- Difficult to measure results
- Largely user-controlled
Integrated Social Media Marketing
Large companies design social media efforts that blend with and support other elements of a brand’s marketing strategy and tactics
-Create brand related social sharing, engagement, and customer community
Mobile Marketing
Promotional content delivery to consumers through their mobile devices
-Engage consumers anywhere, anytime during the buying and relationship-building processes
Direct Mail Marketing
Sending an offer, announcement, reminder, or other item directly to a persona at a particular address
- Tangible and creates emotional connection with customers
- Effective component of a broader integrated marketing campaign
- Direct and personalized
Catalog Marketing
Print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online
-Eliminates printing and mailing costs
Telemarketing
Selling directly to customers using the telephone
- Outbound and inbound telephone marketing
- Rise of do-not-call legislation resulted in opt-in calling systems
Direct-Response Television Marketing (DRTV)
Direct-response television advertising
