Quiz 3/23 Flashcards
Showrooming consumer
Shop in person
Buy online
Webrooming consumer
Shops online
Buys in person
3 Step process to omnichannel marketing:
Document behavior
Employ delivery channels
Monitor performance
Customer Journey Map
A key tool in developing a seamless omnichannel approach
Choiceboard
An interactive, digitally enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes (or components), prices, and delivery options.
Interactive marketing
Two-way buyer–seller electronic communication in which the buyer controls the kind and amount of information received from the seller.
Collaborative filtering
A process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.
Customerization
The growing practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer.
Marketing Attribution
The practice and techniques used to credit or value a particular channel and consumer touchpoint.
Five Elements of the promotional mix:
Advertising
Sales promotion
Personal selling
Public relations
Direct Marketing
Integrated Marketing Communications
The process of designing marketing communications programs that coordinate promotional activities to provide a consistent message across all audiences.
Direct Marketing
Direct communication with customers to generate a response
Key element of Direct marketing is
Data
How to develop an IMC Approach:
Developing the promotional program
Executing the promotional program
Assessing the promotional program
Purchase Funnel Levels:
Awareness
Consideration
Trial
Loyalty
Encoding
The process of having the sender transform an idea into a set of symbols during the communication process.
Push Strategy
Directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product.
Pull Strategy
Directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product.
Lead Generation
The result of a direct marketing offer designed to generate interest in a product or service and a request for additional information.
Traffic Generation
The outcome of a direct marketing offer designed to motivate people to visit a business.
