CH 17 Direct, Online, Social Media, and Mobile Marketing

Identify and discuss the traditional direct marketing forms and overview public policy and ethical issues presented by direct marketing

Catalog direct marketing: lower costs than printed catalog. Telemarketing: using the telephone to sell directly to consumers(outbound) inbound= toll-free numbers receive orders. Direct-response television(DRTV). Kiosk Marketing. Public Policy issues: irritation, unfairness, deception fraud, phishing, online security , consumer privacy

Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies

Direct and digital marketing: Involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. narrowly defined segments >> one segment (facebook, ebay, amazon, google, Netflix) Benefits to buyers: convenience (easy and private) ready to access to many products, access to comparative information about companies, products, and competitors, interactive and immediate. Sellers:Tool to build customer relationships, low-cost, efficient, fast alternative

Identify and discuss the major forms of direct and digital marketing

More internet based,multichannel marketing through stores and other traditional channels

Explain how companies have responded to the Internet and the digital age with various online marketing strategies

Multichannel marketing: involves marketing through stores and other traditional offline channels. Online marketing: marketing via the internet, using company websites, online ads and promotions, e-mail. Branded Community websites: present brand content that engages consumers and creates customer community. Spam: unsolicited, unwanted e-mail messages.

Discuss how companies use social media marketing to engage consumers and create brand community

Using Social Media: independent commercial and social networks Advantages and Challenges: targeted and personal, interactive and timely, cost effective/lack of control, consumer reactions unpredictable, exposure of ideas. Integrated Social Media Marketing: Must be integrated into a seamless effort, must blend with and support other elements of a brand's strategy and tactics, integrate a broad range of diverse media