Direct & Online Marketing Flashcards
What is direct marketing?
direct connections with carefully targeted individual consumers to both obtain an immediate response
Direct-mail Marketing
sending an offer, announcement, reminder, or other item directly to a person at a particular address
OVERLAPS with sales promotion
Benefits of direct mail
- permits high target market selectivity
- personalization
- flexibility
- yields better prospects than using mass media
- easy to measure results
Catalog
print, video, or digital catalogs that are mailed to select customers, made available in stores or presented online
Benefits of Web Catalogs
- cost savings
- amount of space/merchandise
- real time merchandising
- interactive features
Problem with Web Catalog
it is passive
Print catalog
still primary medium, but web is growing rapidly
Direct Response TV (DRTV)
direct marketing via television, including television advertising and interactive advertising
example; QVC, informercial, regular ad
DRTV goals
?
Click-Only
the so-called dot-coms, which operate online only and have no brick-and-mortar market presence
example; amazon
Click-and-Mortar
traditional brick-and-mortar companies that have added online marketing to their operations
example; J Crew/Barnes & Noble
7 C’s of effective web site design
1) Context
2) Content
3) Customization
4) Communication
5) Community
6) Connection
7) Commerce
Forms of Online Advertising & Promotion
- banner ads
- viral marketing
- affiliate programs
- alliances
- interstitials
- search related ads
- content sponsorships
example; elf yourself
B2C
businesses selling goods and services online to final consumers
example; department store
B2B
businesses using online marketing to reach new business customers
example; staples
