Ch.17 (Direct, Online, Social Media, and Mobile Marketing)

Online advertising

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

Marketing Web sites

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

Direct and digital marketing

have become the fastest-growing form of marketing.

Deception

includes "heat merchants" who design mailers and write copy designed to mislead consumers.

Irritation

includes annoying and offending customers.

Fraud

includes identity theft and financial scams.

Unfairness

includes taking unfair advantage of impulsive or less-sophisticated buyers.

Direct-response television marketing

includes the following: 60 to 120 second advertisements that describe products or give customers a toll-free number or website for ordering & 30-minute infomercials such as home shopping channels

Social media

independent and commercial online communities where people congregate, socialize, and exchange views and information.

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.

Direct-mail marketing

involves an offer, announcement, reminder, or other item to a person at a particular address. (Personalized, Easy-to-measure results, Costs more than mass media, & Provides better results than mass media)

Multichannel marketing

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

Online video marketing

involves posting digital video content on brand Web sites or social media sites such as YouTube, Facebook, and others.

Catalog direct marketing

involves printed and Web-based catalogs.

E-mail marketing

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

Telemarketing

involves using the telephone to sell directly to consumers and business customers. (Outbound telephone marketing sells directly to consumers and businesses. Inbound telephone marketing uses toll-free numbers to receive orders from television and print ads, direct mail, and catalogs.)

Spam

unsolicited, unwanted commercial e-mail messages.

Direct marketing

continues to become more Internet-based, and direct digital marketing is claiming a surging share of marketing spending and sales.

Mobile marketing

delivers messages, promotions, and other content to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices.

Online marketing

marketing via the Internet using company Web sites, online ads and promotions, e-mail, online video, and blogs.

Blogs

online journals where people and companies post their thoughts and other content, usually related to narrowly defined topics.

Branded community Web sites

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

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.