Chapter 14- Direct, Online, Social, Media, and Mobile Marketing

Question 1

Direct and Digital Marketing

Answer 1

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

Question 2

New Direct Marketing model

Answer 2

Used as a supplementary channel or medium

Question 3

Benefits of Direct Marketing to Buyers

Answer 3

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

Question 4

Digital and Social Media Marketing

Answer 4

Using digital marketing tools to engage consumers anywhere, anytime via their digital devices

Question 5

Multichannel Marketing

Answer 5

Using both traditional and digital marketing channels

Question 6

Online Marketing

Answer 6

Marketing via the internet using company web sites, online ads and promotions, email, online video, and blogs

Question 7

Marketing web site

Answer 7

Interact with consumers to move them closer to a direct purchase or other marketing outcome

Question 8

Branded community web sites

Answer 8

Present brand content that engages consumers and creates community around a brand

Question 9

Online Advertising

Answer 9

Appears while consumers are browsing online

Question 10

E-mail Marketing

Answer 10

Sending highly targeted, highly personalized, relationship-building marketing messages via email

Question 11

Spam

Answer 11

Unsolicited, unwanted commercial e-mail messages

Question 12

Viral Marketing

Answer 12

Videos, ads, and other macerating content that customer seek or pass along to friends

Question 13

Blogs and other online forums

Answer 13

Online journals of narrowly defined topics where people and companies post their thoughts and other content

Question 14

Benefit of blogs/forums

Answer 14

Offers a fresh, original, personal, and inexpensive way to enter into consumer conversations

Question 15

Limitations of blogs/forums

Answer 15

Consumer-controlled medium

Question 16

Social media

Answer 16

Independent and commercial online communities where people congregate, socialize, and exchange views and information

Question 17

Advantages of Social Media

Answer 17

• Targeted and personal
• Interactive
• Immediate and timely
• Cost effective
• Engagement and social sharing capabilities

Question 18

Disadvantages of Social Media

Answer 18

• Still being experimented
• Difficult to measure results
• Largely user-controlled

Question 19

Integrated Social Media Marketing

Answer 19

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

Question 20

Mobile Marketing

Answer 20

Promotional content delivery to consumers through their mobile devices
-Engage consumers anywhere, anytime during the buying and relationship-building processes

Question 21

Direct Mail Marketing

Answer 21

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

Question 22

Catalog Marketing

Answer 22

Print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online
-Eliminates printing and mailing costs

Question 23

Telemarketing

Answer 23

Selling directly to customers using the telephone

• Outbound and inbound telephone marketing
• Rise of do-not-call legislation resulted in opt-in calling systems

Question 24

Direct-Response Television Marketing (DRTV)

Answer 24

Direct-response television advertising

Question 25

Kiosk Marketing

Answer 25

Product or service information and ordering machines placed by companies

Question 26

Public Policy Issues in Direct and Digital Marketing

Answer 26

• Irritation, unfairness, deception, and fraud
• Consumer privacy
• Need for action

Question 27

Irration

Answer 27

Loud, long, insistent TV commercials or junk mail/spam

Question 28

Unfairness

Answer 28

Taking unfair advantage of impulsive buyers

Question 29

Deception and Fraud

Answer 29

• Investment scams or phone collections for charity
• Internet fraud
• Phishing- (passwords etc)
• Online and digital security

Question 30

Consumer Privacy

Answer 30

• Fear of invasion and privacy

- Ready availability of information leaves consumers open to abuse

Question 31

Customer Database

Answer 31

An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychological, and behavioural data

Question 32

Business to Consumer online marketing (B to C)

Answer 32

Businesses selling goods and services online to final consumers

Question 33

Business to Business (B to B) online marketing

Answer 33

Businesses using online marketing to reach new business customers, serve current customers more effectively, and obtain buying efficiencies and better prices

Question 34

Consumer to Consumer (C to C) online marketing

Answer 34

Online exchanges of goods and information between final consumers

Question 35

Consumer to Business (C to B) online marketing

Answer 35

Online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms