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

(Direct and Digital Marketing)

Rapid Growth of Direct and Digital Marketing

Answer 2

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

Direct marketing continues to become more Internet-based, and digital direct marketing is claiming a surging share of marketing spending and sales.

Question 3

(Direct and Digital Marketing)

Benefits of Direct and Digital Marketing to Buyers

Answer 3

•Convenience
•Ready access to many products
•Access to comparative information about 
companies, products, and competitors
•Interactive and immediate

Question 4

(Direct and Digital Marketing)

Benefits of Direct and Digital Marketing to Sellers

Answer 4

• Tool to build customer relationships
• Low-cost, efficient, fast alternative to reach markets
• Flexible
• Access to buyers not reachable through other channels

Question 5

Forms of Direct and Digital Marketing

Answer 5

Digital marketing = Online marketing, Social media marketing, Mobile marketing

Traditional direct marketing = Face-to-face selling, Direct-mail marketing, Catalog marketing, Telemarketing, Direct-response TV marketing, Kiosk marketing

Question 6

Online Marketing

Answer 6

marketing via the Internet using company Web sites, online ads and promotions, e-mail, online video, and blogs.

Question 7

Marketing Web sites

Answer 7

engage consumers to move them closer to a direct purchase or other marketing outcome.

Question 8

Branded community Web sites

Answer 8

present brand content that engages

consumers and creates customer community around a brand.

Question 9

Online advertising

Answer 9

advertising that appears while consumers are browsing online and includes display ads, search-related ads, online classifieds, and other forms.

Question 10

E-mail marketing

Answer 10

involves sending highly targeted, highly personalized, relationship-building marketing messages via e-mail.

Question 11

Spam

Answer 11

unsolicited, unwanted commercial e-mail messages.

Question 12

Viral marketing

Answer 12

the digital version of word-of-mouth
marketing: videos, ads, and other marketing content that is so
infectious that customers will seek it out or pass it along to
friends.

Question 13

Online video marketing

Answer 13

involves posting digital video content on brand Web sites or social media sites such as YouTube, Facebook, and others.

Question 14

Blogs

Answer 14

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

Question 15

Social Media Marketing

Answer 15

•Using Social Media - most brands have set up shop on a host of social media sites with links to each brand’s Facebook, Twitter, YouTube, Instagram, or other social media pages.

Advantages and Challenges
= Targeted and personal
= Interactive
= Immediate and timely 
= Real-time marketing 
= Cost effective
= Engagement and social sharing capabilities 

•Integrated Social Media Marketing -full-scale social media efforts that blend with and support other elements of a brand’s marketing strategy and tactics

Question 16

Mobile marketing

Answer 16

delivers messages, promotions, and other content to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices.

Question 17

(Traditional Direct Marketing Forms)
Catalog direct marketing involves
printed and Web-based catalogs.

Answer 17

Despite the advantages of digital catalogs, paper catalogs are still thriving. They create emotional
connections; turning actual catalog pages engages consumers in a way that digital images simply can’t.

Benefits of Web-based catalogs
• Lower cost than printed catalogs
• Unlimited amount of merchandise
• Real-time merchandising
• Interactive content
• Promotional features

Challenges of Web-based catalogs
• Require marketing
• Difficulties in attracting new customers

Question 18

(Traditional Direct Marketing Forms)

Direct-response television

Answer 18

Direct-response television marketing includes the following:
• 60 to 120 second advertisements that describe products or give customers a toll-free number or website for ordering
•30-minute infomercials such as home shopping channels

Question 19

(Public Policy Issues in Direct and Digital Marketing)

Irritation

Answer 19

Irritation includes annoying and offending customers

Question 20

(Public Policy Issues in Direct and Digital Marketing)

Unfairness

Answer 20

Unfairness includes taking unfair advantage of impulsive or less-sophisticated buyers

Question 21

(Public Policy Issues in Direct and Digital Marketing)

Deception

Answer 21

Deception includes “heat merchants” who design mailers and write copy designed to mislead consumers.

Question 22

(Public Policy Issues in Direct and Digital Marketing)

Fraud

Answer 22

Fraud includes identity theft and financial scams.

Question 23

(Public Policy Issues in Direct and Digital Marketing)

Consumer Privacy

Answer 23

The concern is that marketers may know too much about consumers and use this information to take unfair advantage.