MAR 3023 Ch 17 Direct, online, social media, and mobile marketing

branded community website

Presents brand content that engages consumers and creates customer community around a brand.

E-mail marketing

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

Viral marketing

The Internet version of word-of-mouth marketing: a website, video, e-mail message, or other marketing event that is so infectious that customers will seek it out or pass it along to friends.

Spam

Unsolicited, unwanted commercial e-mail messages.

Blogs

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

Viral marketing is

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

Real-time marketing

Direct marketing that links brands to important moments and trending events in customers' lives

Search advertising

The text- and image-based ads and links that appear atop or alongside search engine results.

Online advertising

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

Online marketing

An effort to market products and services and build customer relationships over the Internet.

Marketing website

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

E-tailers

Firms that sell products and services directly to final buyers via the Internet.

Internet fraud

Identity theft and financial scams.

Direct-mail marketing

Marketing that occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address.

Multichannel marketing

Consists of marketing both through stores and other traditional offline channels and through digital, online, social media, and mobile channels.

E-mail marketing

Sending highly targeted, highly personalized, relationship-building marketing messages via e-mail

Phishing

A type of identity theft that uses deceptive e-mails and fraudulent online sites to fool users into divulging their personal data.

Direct and digital marketing

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

E-mail marketing

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

Digital and social media marketing

Consists of using digital marketing tools such as websites, social media, mobile apps and ads, online video, e-mail, and blogs that engage consumers anywhere, anytime via their digital devices.

Catalog marketing

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

Direct-response television marketing

Marketing via television, including direct-response television advertising (or infomercials) and interactive television advertising.

Telemarketing

Using the telephone to sell directly to customers.