marketing chapter 14

marketing web site

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

rich media ads

incorporate animation, video, sound, and interactivity

public policy issues

Abuses range from simple excesses that irritate consumers to instances of unfair practices or even outright deception and fraud. The direct marketing industry has also faced growing privacy concerns, and online marketers must deal with Internet and mobile security issues.

online advertising

Appears while consumers are browsing online

benefits of direct and digital marketing to buyers

Convenient, easy, and private Easy buyer-seller interaction Quick access to products and relevant information Brand engagement and community

social media marketing disadvantages

Effective usage uncertain Difficult to measure results Largely user controlled

direct and digital marketing

Engage directly with targeted individual consumers and customer communities to obtain an immediate response. Build lasting customer relationships, engagement, brand community, and sales

social media

Independent and commercial online communities where people congregate, to socialize and share messages, opinions, pictures, videos, and other content

benefits of direct and digital marketing to sellers

Low-cost, efficient, and speedy Build close, personalized, interactive, one-to-one customer relationships Greater flexibility

branded community web site

Present brand content that engages consumers and creates customer-brand community. Does not try to sell anything

catalog marketing

Print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online Eliminates printing and mailing costs No space constraints Broader assortment of presentation formats Real-time merchandising capabilities Prices can be adjusted instantly

kiosk marketing

Product or service information and ordering machines placed by companies

email marketing

Sending highly targeted, highly personalized, relationship-building marketing messages via email

social media marketing advantages

Targeted and personal Interactive Immediate and timely Cost effective Engagement and social sharing capabilities

spam

Unsolicited, unwanted commercial email messages. To address these concerns, most legitimate marketers now practice permission-based email marketing, sending email pitches only to customers who opt in.

omni-channel retailing

creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping

direct-response television (DRTV) marketing

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

traditional direct marketing

include face-to-face selling, direct-mail marketing, catalog marketing, telemarketing, direct-response television marketing, and kiosk marketing.

direct-mail marketing

involves sending an offer, announcement, reminder, or other item directly to a person at a particular address. well suited to direct, one-to-one communication. It permits high-target market selectivity, can be personalized, is flexible, and allows the easy measurement of results. It provides something tangible for people to hold and keep, and it can be used to send samples. It creates an emotional connection with customers that digital cannot. It can be an effective component of a broader integrated marketing campaign. may be resented as junk mail if sent to people who have no interest in it

mobile marketing

marketing messages, promotions, and other content delivered to on-the-go consumers through their mobile devices

online marketing

marketing via the Internet using company Web sites, online ads and promotions, email marketing, online video, and blogs

online display ads

might appear anywhere on an Internet user's screen and are often related to the information being viewed

blogs

or Web logs, are online journals where people and companies post their thoughts and other content related to narrowly defined topics. Benefits: A fresh, original, personal, and inexpensive way to enter into consumer online conversations. Limitations: Cluttered, difficult to control and largely a consumer-controlled medium

search-related ads (contextual advertising)

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

viral marketing

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

digital and social media marketing

the fastest-growing form of direct marketing. It uses digital marketing tools such as Web sites, online video, email, blogs, social media, mobile ads and apps, and other digital platforms to directly engage consumers anywhere, anytime via their digital devices.

telemarketing

using the telephone to sell directly to customers