Chapter 17. Direct, Online, Social Media, and Mobile Marketing Flashcards
Direct and digital marketing
Engaging directly with carefully targeted consumers and customer communities to obtain immediate responses and build customer relationships.
What are types of Direct and Digital Marketing?
- Online marketing
- Social media marketing
- Mobile marketing
Define online marketing
Marketing via internet using company websites, online ads, email, videos, and blogs)
What is a Marketing website?
A website that engages consumers to move them towards purchase (or other marketing outcome).
What is a Brand Community website?
A website that presents brand content to engage consumers in creating a customer community around a brand.
Define Mobile Marketing
Delivering messages, promotions, and other content to mobile consumers through mobile devices.
What are forms Traditional Marketing?
- Direct-mail
- Catalog
- Telemarketing
- Direct-Response TV
What are characteristics of Direct-mail?
- Personalized
- Easily measured results
- Costs more than mass media but provides better results.
Describe the difference between Inbound and Outbound Telemarketing
Inbound refers to the use of toll-free numbers to receive incoming calls and Outbound refers to selling directly to consumers and businesses.
What are the characteristics of Direct-Response TV?
Typically in the form of 30-miute infomercials or 60-120 second ads with a toll-free number or website to order.
What are current Public Policy issues regarding Direct and Digital?
- Irritation
- Unfairness
- Deception
- Fraud
- Consumer Privacy
