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

Question 1

Direct and digital marketing

Answer 1

involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Question 2

Early direct marketers

Answer 2

catalogue companies, direct mailers, and telemarketers

Question 3

Mobile ad spending now accounts for ____ percent of all digital ad spending

Answer 3

70

Question 4

Benefits of Direct and Digital Marketing to Buyers and Sellers

Answer 4

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.

Question 5

Traditional direct marketing tools include

Answer 5

face-to-face selling, direct-mail marketing, catalogue marketing, telemarketing, direct-response television marketing, and kiosk marketing.

Question 6

online marketing

Answer 6

websites, online ads and promotions, email, online videos, and blogs

Question 7

Forms of Direct and Digital Marketing

Answer 7

1) digital and social media marketing

2) Traditional Direct marketing

Question 8

1) digital and social media marketing

Answer 8

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.

Question 9

omni-channel retailing

Answer 9

Creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping

Question 10

Online marketing

Answer 10

refers to marketing via the internet using company websites, online advertising and promotions, email marketing, online video, and blogs

Question 11

For most companies, the first step in conducting online marketing is to

Answer 11

create a website

Question 12

marketing websites

Answer 12

designed to engage customers and move them closer to a direct purchase or other marketing outcome.

Question 13

brand community websites

Answer 13

Instead, their primary purpose is to present brand content that engages consumers and creates customer-brand community

Question 14

online advertising

Answer 14

Advertising that appears while consumers are browsing online, including display ads and search-related ads

Question 15

Together, display and search-related ads account for the largest portion of firms’ digital marketing budgets.

Answer 15

crazy stuff

Question 16

Online display ads

Answer 16

might appear anywhere on an internet user’s screen and are often related to the information being viewed.

Question 17

search-related ads (or contextual advertising)

Answer 17

Text- and image-based ads and links appear atop or alongside search engine results on sites such as Google, Yahoo!, and Bing.

Question 18

Email Marketing

Answer 18

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

Question 19

spam

Answer 19

unsolicited, unwanted commercial email messages that clog up our email boxes

Question 20

Viral marketing

Answer 20

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

Question 21

Blogs (aka web logs)

Answer 21

are online forums where people and companies post their thoughts and other content, usually related to narrowly defined topics.

Question 22

social media

Answer 22

Countless independent and commercial social networks have arisen where people congregate to socialize and share messages, opinions, pictures, videos, and other content.

Question 23

Marketers can engage in social media in two ways:

Answer 23

They can use existing social media or they can set up their own

Question 24

Perhaps the biggest advantage of social media is their

Answer 24

engagement and social sharing capabilities

Question 25

Mobile Marketing

Answer 25

features marketing messages, promotions, and other marketing content delivered to on-the-go consumers through their mobile devices

Question 26

The major traditional forms of direct marketing are

Answer 26

face-to-face or personal selling, direct-mail marketing, catalogue marketing, telemarketing, direct-response television (DRTV) marketing, and kiosk marketing.

Question 27

Direct-Mail Marketing

Answer 27

involves sending an offer, announcement, reminder, or other item to a person at a particular address.

Question 28

Catalogue Marketing

Answer 28

Direct marketing through print, video, or digital catalogues that are mailed to select customers, made available in stores, or presented online

Question 29

Telemarketing

Answer 29

involves using the telephone to sell directly to consumers and business customers.

Question 30

Direct-Response Television Marketing

Answer 30

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.

Question 31

phishing

Answer 31

a type of identity theft that uses deceptive emails and fraudulent web and online mobile sites to fool users into divulging their personal data

Question 32

Personal Information Protection and Electronic Documents Act (PIPEDA)

Answer 32

It came into full force in 2004. The act is based on four key principles:

CONSUMER KNOWLEDGE AND CONSENT.
LIMITATIONS
ACCURACY
RIGHT TO ACCESS

Question 33

CONSUMER KNOWLEDGE AND CONSENT.

Answer 33

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.

Question 34

LIMITATIONS

Answer 34

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.

Question 35

ACCURACY

Answer 35

Firms must be sure that the information they gather is recorded accurately. Firms must appoint a privacy officer to be responsible for this task.

Question 36

RIGHT TO ACCESS

Answer 36

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.