mar ch17
Corporate (or brand) Web site
A Web site designed to build customer goodwill, collect customer feedback, and supplement other sales channels rather than 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.
Internet
A vast public web of computer networks that connects users of all types around the world to each other and an amazingly large information repository.
Online advertising
Advertising that appears while consumers are browsing the Web, including display ads, search-related ads, online classifieds, and other forms.
e-tailers
Amazon.com and Expedia.com that sell products and services directly to final buyers via the Internet
Customer database
An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data.
Business-to-consumer (B-to-C) online marketing
Businesses selling goods and services online to final consumers
Business-to business (B-to-B) online marketing
Businesses using online marketing to reach new business customers, serve current customers more effectively, and obtain buying efficiencies and better prices.
Direct marketing
Connecting directly with carefully targeted segments or individual consumers, often on a one-to-one, interactive basis.
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 select customers, made available in stores, or presented online.
Direct-response television
Direct marketing via television, including direct-response television advertising (or infomercials) and home shopping channels.
Online marketing
Efforts to market products and services and build customer relationships over the Internet.
content sites
New York Times on the Web, ESPN.com
Consumer-to-business (C-to-B) 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 (C-to-C) online marketing
Online exchanges of goods and information between final consumers.
Blogs
Online journals where people post their thoughts, usually on a narrowly defined topic.
Online social networks
Online social communities—blogs, social networking Web sites, or even virtual worlds—where people socialize or exchange information and opinions.
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.
Spam
Unsolicited, unwanted commercial e-mail messages.
Telephone marketing
Using the telephone to sell directly to customers.
search engines and portals
Yahoo!, Google, and MSN
Multichannel marketing
companies use both offline and online marketing channels
branded community Web site
designed to present brand content that engages consumers and creates customer-brand community
transaction sites
eBay, Craigslist
phishing
identity theft
Click-only companies
operate online only and have no brick-and-mortar market presence.
E-mail marketing messages
reaching the desired target market and result in low costs.
Online ads that incorporate animation, video, sound, and interactivity
rich media ads
infomercial
to a 30-minute television advertising program that markets a single product
Click-and-mortar companies
traditional brick-and-mortar companies that have added online marketing to their operations.
Interactive TV
viewers interact with television programming and advertising us- ing their remote controls.
