Chapter 15 Flashcards
What do direct and digital marketing involve?
Involve engaging with carefully targeted individual consumers and customer communities to both obtain immediate response and build lasting relationships
Why do companies use direct marketing?
To tailor their offers and content to needs and interests of narrowly defined segments or individual buyers
How is direct marketing described?
Direct distribution- as marketing channels that contain no intermediaries
True or false: direct and digital marketing have become the fastest-growing form of marketing
TRUE
Direct marketing continues to become more ___ and digital marketing is claiming a surging share of ____
Internet based and marketing spending and sales
True or false: internet now surpasses TV in terms of total weekly time spent by all adults with all media
TRUE. According to a 2013 survey conducted by Interactive Advertising Bureau of Canada (IAB)
What does digital marketing provide for consumers?
Through online, mobile, and social media, it provides a sense of brand management and community- a place to share brand information and experiences with other brand fans
True or false: direct and digital marketing also offer sellers greater flexibility
TRUE. Lets marketers make ongoing adjustments to prices and programs, or make immediate, timely, and personal announcements and offers
What does traditional direct marketing include?
Face-to-face selling, direct-mail marketing, catalogue marketing, telemarketing, direct-response TV marketing, and kiosk marketing
What is multichannel marketing?
Companies are having more online success than most online-only competitors
What is online marketing?
Marketing via the internet using company websites, online advertising and promotions, email marketing, online video, and blogs
What is the first step in conducting online marketing?
Creating a website
What are marketing websites?
Websites designed to interact with customers to move them closer to the direct purchase or other marketing outcome
How do companies attract visitors to their websites?
They aggressively promote their websites in offline print and broadcast advertising and through ads and links on other sites
What is online advertising?
Advertising that appears while consumers are browsing online, including display ads, search-related ads, online classifieds, and other forms
What are the main forms of online advertising?
Display ads and search related ads
What is the largest form of online advertising?
Search-related ads
What is email marketing?
Sending highly targeted, highly personalized, relationship-building marketing messages via email
True or false: email marketing remains an important and growing digital marketing tool
TRUE
What is the dark side to the growing use of email marketing?
Explosion of spam- unsolicited, unwanted commercial messages that clog up our inboxes- has produced consumer irritation and frustration
What is viral marketing?
Digital word-of-mouth marketing, involves creating ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends
What are blogs?
Online journals where people and companies post their thoughts and other content, usually related to narrowly defined topics
What is social media?
Independent and commercial online communities where people congregate, socialize, and exchange views and information
What are the two ays marketers can engage in social media?
- They can use existing social media
2. Or they can set up their own
How do niche online social networks work?
They cater to the needs of smaller communities of like-minded people, making them ideal vehicles for marketers who want to target special interest groups
What are some advantages to using social media?
Social media are targeted and personal. It allows marketers to create and share tailored brand content with individual consumers and customer communities. Social media are also immediate and timely and can be cost effective
What is the biggest advantage of social media?
Its engagement and social sharing capabilities
What are some disadvantages to using social media?
Most companies are still experimenting with how to use them effectively and results are hard to measure
What is mobile marketing?
Features marketing messages, promotions, and other content delivered to on-the-go consumers through their mobile devices
What is direct-mail marketing?
Involves sending an offer, announcement, reminder, or other item to a person at a particular address
What are some advantages to mail marketing?
Provides something tangible for people to hold and keep, and it can be used to send samples
What is catalogue marketing?
Direct marketing through print, video, or digital catalogues that are mailed to select customers, made available in stores, or presented online
What are some advantages of catalogue marketing?
It eliminates printing and mailing costs and has unlimited space
What is telemarketing?
Involves using the telephone to sell directly to consumers and business customers
True or false: b-to-b marketers use telemarketing extensively
TRUE
What are the two major forms of direct-response television marketing?
- Direct-response TV advertising
- Direct marketers air TV sports which persuasively describe a product and give customers a toll-free number or website for ordering - Interactive TV (iTV) advertising
What does the Canadian Anti-Fraud Centre do?
It collects information and criminal intelligence on mass marketing fraud, advanced-fee fraud letters, internet fraud, and identity theft complaints from Canadian and American consumers and victims
What is a common form of internet fraud?
Phishing which is a type of identity theft that uses deceptive emails and fraudulent online sites to fool users into divulging personal data
What does the Personal Information Protection and Electronic Documents Act outline?
- Consumer knowledge and consent
- Consumers must know information about them that is being gathered and must provide consent before firms can collect, use, or disclose their personal information - Limitations
- Firms can only collect and use information appropriate to the transaction being undertaken - Accuracy
- Firms must be sure that the information they gather is recorded accurately - Right to access
- Individuals have the right to know what information I seeing held about them
What does the Canadian Marketing Association do?
It provides consumers with a wealth of information and smart shopping tips
