Chapter 14: Direct, Online, Social Media, and Mobile Marketing Flashcards
Direct and digital marketing
involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
Early direct marketers
catalogue companies, direct mailers, and telemarketers
Mobile ad spending now accounts for ____ percent of all digital ad spending
70
Benefits of Direct and Digital Marketing to Buyers and Sellers
For buyers, direct and digital marketing are convenient, easy, and private.
They give buyers anywhere, anytime access to an almost unlimited assortment of goods and a wealth of product and buying information.
For sellers, direct marketing often provides a low-cost, efficient, speedy alternative for reaching their markets.
offer sellers greater flexibility. They let marketers make ongoing adjustments to prices and programs or to create immediate, timely, and personal engagement and offers.
Traditional direct marketing tools include
face-to-face selling, direct-mail marketing, catalogue marketing, telemarketing, direct-response television marketing, and kiosk marketing.
online marketing
websites, online ads and promotions, email, online videos, and blogs
Forms of Direct and Digital Marketing
1) digital and social media marketing
2) Traditional Direct marketing
1) digital and social media marketing
It uses digital marketing tools such as websites, online video, email, blogs, social media, mobile ads and apps, and other digital platforms to directly engage consumers anywhere, anytime via their computers, smartphones, tablets, internet-ready TVs, and other digital devices.
omni-channel retailing
Creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping
Online marketing
refers to marketing via the internet using company websites, online advertising and promotions, email marketing, online video, and blogs
For most companies, the first step in conducting online marketing is to
create a website
marketing websites
designed to engage customers and move them closer to a direct purchase or other marketing outcome.
brand community websites
Instead, their primary purpose is to present brand content that engages consumers and creates customer-brand community
online advertising
Advertising that appears while consumers are browsing online, including display ads and search-related ads
Together, display and search-related ads account for the largest portion of firms’ digital marketing budgets.
crazy stuff
Online display ads
might appear anywhere on an internet user’s screen and are often related to the information being viewed.
search-related ads (or contextual advertising)
Text- and image-based ads and links appear atop or alongside search engine results on sites such as Google, Yahoo!, and Bing.
Email Marketing
Sending highly targeted, highly personalized relationship-building marketing message via email
spam
unsolicited, unwanted commercial email messages that clog up our email boxes
Viral marketing
the digital version of word-of-mouth marketing, involves creating videos, ads, and other marketing content that are so infectious that customers will seek them out or pass them along to their friends
Blogs (aka web logs)
are online forums where people and companies post their thoughts and other content, usually related to narrowly defined topics.
social media
Countless independent and commercial social networks have arisen where people congregate to socialize and share messages, opinions, pictures, videos, and other content.
Marketers can engage in social media in two ways:
They can use existing social media or they can set up their own
Perhaps the biggest advantage of social media is their
engagement and social sharing capabilities
Mobile Marketing
features marketing messages, promotions, and other marketing content delivered to on-the-go consumers through their mobile devices
The major traditional forms of direct marketing are
face-to-face or personal selling, direct-mail marketing, catalogue marketing, telemarketing, direct-response television (DRTV) marketing, and kiosk marketing.
Direct-Mail Marketing
involves sending an offer, announcement, reminder, or other item to a person at a particular address.
Catalogue Marketing
Direct marketing through print, video, or digital catalogues that are mailed to select customers, made available in stores, or presented online
Telemarketing
involves using the telephone to sell directly to consumers and business customers.
Direct-Response Television Marketing
direct marketers air television spots, often 60 or 120 seconds in length, that persuasively describe a product and give customers a toll-free number or an online site for ordering. It also includes full 30-minute or longer advertising programs, called infomercials, for a single product.
phishing
a type of identity theft that uses deceptive emails and fraudulent web and online mobile sites to fool users into divulging their personal data
Personal Information Protection and Electronic Documents Act (PIPEDA)
It came into full force in 2004. The act is based on four key principles:
CONSUMER KNOWLEDGE AND CONSENT.
LIMITATIONS
ACCURACY
RIGHT TO ACCESS
CONSUMER KNOWLEDGE AND CONSENT.
Consumers must know that information about them is being gathered and they must provide consent before firms can collect, use, or disclose consumers’ personal information.
LIMITATIONS
Firms can only collect and use information appropriate to the transaction being undertaken. For example, if a firm needs to mail you something, it can ask for your home address, but it may not request additional information unrelated to this task.
ACCURACY
Firms must be sure that the information they gather is recorded accurately. Firms must appoint a privacy officer to be responsible for this task.
RIGHT TO ACCESS
Finally, individuals have the right to know what information is being held about them. They can also demand that errors in their personal information be corrected, and they may request that their personal information be withdrawn from a firm’s database.
