Chapter 14: Direct and Online Marketing

Internet

A vast public web of computer networks that connects users of all types all around the world to each other and to an amazingly large "information repository"

Online advertising

Advertising that appears while consumers are surfing the Web, including display ads, search-related ads, online classifieds, and other forms

Customer database

An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data

Business-to-consumer (B2C) online marketing

Businesses selling goods and services online to final consumers

Business-to-business (B2B) online marketing

Businesses using B2B Web sites, e-mail, online catalogs, online trading networks, and other online resources to reach new business customers, serve current customers more effectively, and obtain buying efficiencies and better prices

Online marketing

Company efforts to market products and services and build customer relationships over the internet

Direct marketing

Connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships

Direct-mail marketing

Direct marketing by sending an offer, announcement, reminder, or other item to a person at a particular physical or virtual address

Catalog marketing

Direct marketing through print, video, or digital catalogs that are mailed to selected customers, made available in stores, or presented online

Direct-response television marketing

Direct marketing via television, including direct-response television advertising for infomercials and home shopping channels

Viral marketing

The Internet version of word-of-mouth marketing- Web sites, videos, e-mail messages, or other marketing events that are so infectious that customers will want to pass them along to friends

Click-only companies

The so-called dot-coms, which operate only online without any brick-and-mortar market presence

Click-and-mortar companies

Traditional brick-and-mortar companies that have added marketing to their operations

Spam

Unsolicited, unwanted commercial e-mail messages

Telephone marketing

Using the telephone to sell directly to customers

Corporate (or brand) Web site

A Web site designed to build customer goodwill, collect customer feedback, and supplement other sales channels, rather than to sell the company's products directly

Marketing Web site

A Web site that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome

Consumer-to-business (C2B) online marketing

Online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms

Consumer-to-consumer (C2C) online marketing

Online exchanges of goods and informative between final consumers

Blogs

Online journals where people post their thoughts, usually on a narrowly defined topic

Online social networking

Online social communities-blogs, social networking Web sites, or even virtual worlds-where people socialize or exchange information and opinions