Direct and Digital Marketing

Question 1

direct and digital marketing

Answer 1

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

Question 2

What is the role of direct marketing in most companies, such as Macy’s or Canadian Tire?

Answer 2

a supplementary channel or medium. They sell the majority of their merchandise through store shelves but also utilize websites, online catalogues, direct mail, and social media pages.

Question 3

In the context of direct and digital marketing, how do companies like Amazon, Netflix, GEICO, and Expedia operate?

Answer 3

a complete model for doing business based on direct and digital marketing. They rely on these strategies as the primary approach to the marketplace, exemplifying a shift where direct and digital marketing are not just supplementary channels but the core of their business models.

Question 4

What is currently the fastest-growing form of marketing?

Answer 4

Direct and digital marketing have become the fastest-growing form of marketing.

Question 5

What are the 3 key advantages of direct and digital marketing for buyers?

Answer 5

offer buyers convenience, ease, and privacy. They provide anywhere, anytime access to a vast array of goods and a wealth of product and buying information.

Question 6

What additional value does digital marketing, especially through online, mobile, and social media, provide to consumers?

Answer 6

a sense of brand engagement and community. It serves as a platform for sharing brand information and experiences with other brand enthusiasts.

Question 7

What are some advantages of direct marketing for sellers?
3-4-2

Answer 7

• a low-cost, efficient, and speedy alternative for reaching their markets.
• allows companies to target small groups or individual customers, interact one-on-one, learn about customer needs, and personalize products and services.
• enable ongoing adjustments to prices and programs. =>adapt to changing market conditions and customer preferences.

Question 8

Forms of Direct and Digital Marketing

Answer 8

• Traditional Direct Marketing
• Direct and Digital Marketing

Question 9

Digital and social media marketing

Answer 9

utilize tools such as websites, online video, email, blogs, social media platforms, mobile ads and apps, and other digital platforms to directly engage consumers.

Question 10

Omni-channel retailing

Answer 10

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

Question 11

3 forms of Direct digital and social media marketing

Answer 11

online marketing, social media marketing, and mobile marketing.

Question 12

Online marketing 5

Answer 12

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

Question 13

marketing websites

Answer 13

a website that engages customers to move them closer to a direct purchase or other marketing outcome (useful info and interactive selling features, etc)

Question 14

Brand community website

Answer 14

a website that presents brand content that engages customers and create customer community about a brand (videos, blogs, activities, etc)

Question 15

key to retaining web users on a site?
1+3

Answer 15

create engaging and valued content that encourages consumers to visit the site, stay, and return.

• easy to use
• visually appealing
• useful

Question 16

A website should provide 5

Answer 16

deep and useful information, interactive tools, links to related sites, changing promotional offers, and entertaining features to engage and excite visitors.

Question 17

Online advertising

Answer 17

advertising that appears when customers are browsing online, including display ads and search-related ads

Question 18

Online display ads

Answer 18

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

Question 19

search-related ads (or contextual advertising)

Answer 19

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

Question 20

email marketing

Answer 20

sending highly targeted
highly personalized
relationship-building
marketing messages via email

Question 21

What advantages does email offer for direct marketing messages? 3+2

Answer 21

• Email allows marketers to send highly targeted, tightly personalized, and relationship-building messages.
• It provides a direct and engaging channel for communication with subscribers.

Question 22

Spam

Answer 22

Unsolicited, unwanted commercial email message

Question 23

Challenges for email marketing

Answer 23

explosion of spam—unsolicited, unwanted commercial email messages that clog up email boxes, causing consumer irritation and frustration.

Question 24

What approach do most legitimate marketers adopt to address concerns related to email marketing?

Answer 24

practice permission-based email marketing, sending email pitches only to customers who “opt in.” This involves using configurable email systems that allow customers to choose what they want to receive.

Question 25

Online Videos

Answer 25

posting digital video content on brand websites or on social media sites

Question 26

viral marketing

relating to online video marketing

Answer 26

he 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 27

Blogs

Answer 27

Blogs (or web logs) are online forums where people and companies post their thoughts and other content, usually related to narrowly defined topics.

Question 28

Advantages of blogs

Answer 28

They can offer a fresh, original, personal, and cheap way to enter into consumer online and social media conversations. -> engage customers in meaningful relationships,

Question 29

social media

Answer 29

• independent and commercial online social networks
• where ppl congregate to socialize and share messages, opinions, pictures, videos and other content

Question 30

2 ways for marketers to use social media

Answer 30

• use existing ones
• set up their own

Question 31

4 advantages of social media marketing

Answer 31

social media are
- targeted and personal,
- interactive,
- immediate and timely,
- cost-effective.

Question 32

Biggest advantages of social media

Answer 32

Engagement and social sharing capabilities -> ideal for creating customer community

Question 33

Con of social media marketing

Answer 33

consumers’ control over social media content -> make social media difficult to control

Question 34

Mobile marketing
2-via

Answer 34

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

Question 35

why mobile marketing

Answer 35

• engage customers anywhere, anytime during the buying and relationship-building processes
• widespread adoption of mobile devices + surge in mobile web traffic

Question 36

6 Major traditional forms of direct marketing

Answer 36

face-to-face/personal selling
direct-mail marketing
catalogue marketing
telemarketing
direct-response television (DRTV) marketing
kiosk marketing

Question 37

Direct-mail marketing

Answer 37

send an offer, announcement, reminder, or other item to a person at a particular address

Question 38

4 Advantages of direct mail

Answer 38

• High target market selectivity
• personalization
• allow measurement of results
• flexibility in content

Question 39

Con of direct mail

Answer 39

may be resented as junk mail if sent to people who have no interest in it

Question 40

catalogue marketing

Answer 40

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

Question 41

Digital vs Print catalogues

Answer 41

• Digital catalogues cut printing and mailing costs, allowing real-time merchandising
• Digital offer limitless merchandise, interactivity, and diverse presentation formats like search, video, and AR
• Customers can access digital catalogues anywhere, offering convenience

Question 42

Advantages of print catalogues

Answer 42

• Paper catalogues establish emotional connections, engaging customers in a way digital images can’t
• Catalogues serve as inspirational sources and offer a tactile experience that customers enjoy
• printed catalogues are one of the best ways to drive in-store, online, and mobile sales.

Question 43

Telemarketing

Answer 43

use the telephone to sell directly to consumers and business customers

Question 44

Outbound telemarketing

Answer 44

sell directly to consumers and businesses

Question 45

inbound toll-free numbers

Answer 45

receive orders reffered from television and print ads, direct mail, phone apps, etc

Question 46

2 Benefits of targeted telemarketing:

Answer 46

-Purchasing convenience
- Increased product/service information

Question 47

Do Not Call List (DNCL) in Canada

Answer 47

• Reduce telemarketing calls
  
  • Register through DNCL.gc.ca for residential, wireless, fax, VoIP numbers
  • Complaint procedures against telemarketers

Question 48

TeleMarketer obligations:

Answer 48

• Mandatory registration with National DNCL
  
  • Regular verification to remove DNCL consumers
  • Penalties for violations, fines up to $15,000 per violation
  • Specific procedures for legal telemarketing calls

Question 49

Direct-Response Television Marketing

Answer 49

Direct mkt via television that persuasively describes a product and gives customers a toll-free number or an online site for ordering

Question 50

infomercials

Answer 50

> 30 min advertising program for a single product

Question 51

Kiosk marketing

Answer 51

place information and ordering machines (kiosk) in stores, airports, hotelts, etc

Question 52

Negative Aspects of Direct Marketing

Answer 52

• Consumer Irritation:
  
  • Loud, lengthy TV commercials
  • Junk mail, spam, intrusive online/mobile ads
• Unfair Tactics:
  
  • TV shopping channels, flashy websites, infomercials
  • High-pressure sales techniques, time limitations
• Fraudulent Schemes:
  
  • Investment scams, charity frauds, identity theft
  • Canadian Anti-Fraud Centre (CAFC) data on fraud complaints

Question 53

Phishing: def+impact

Answer 53

Deceptive emails and websites trick users into sharing personal data.
Damages both individuals and the brand identities of legitimate marketers.

Question 54

Access Control

Answer 54

Difficulty in restricting access, especially for adult-oriented content.
Challenges in preventing underage users from accessing social media and protecting them from online dangers.

Question 55

4 keys principles of Canada’s Personal Information Protection and Electronic Documents Act (PIPEDA):

Answer 55

Consumer Knowledge and Consent:

Consumers must be informed that their personal information is being collected and provide consent for its collection, use, or disclosure by firms.
Limitations:

Firms can only collect and utilize information that is relevant and necessary for the intended transaction or purpose. Extraneous or unrelated data cannot be collected without valid reasons.

Accuracy:

Firms are responsible for ensuring the accuracy of the information they gather. They are required to designate a privacy officer to oversee this task and maintain accurate records.

Right to Access:

Individuals have the right to access the personal information held about them by firms. They can request to view this information, correct any inaccuracies, and demand the removal of their data from a firm’s database when necessary.