Chapter 14: Direct, Online, Social Media and Mobile Marketing

Phishing

______ is a type of identity theft that uses deceptive emails and fraudulent Web sites to fool users into divulging their personal data.

E-mail marketing

______ remains an important and growing digital marketing tool. "Social media is the hot new thing," says one observer, "but e-mail is still the king."

.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

Internet fraud

_________, including identity theft and financial scams, has become a serious problem.

Branded community Web sites

_______do not try to sell anything. Instead, their primary purpose is to present brand content that engages consumers and creates customer-brand community. Such Web site wastes no time trying to turn the inquiry into a sale, and then into a long-term relationship.

Direct marketing

______has become the fastest-growing form of marketing.

Marketing Web Site

a site that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome

Online Advertising

advertising approach that appears while consumers are browsing the web, including display ads, search-related ads, online classifieds, and other forms

Online Marketing

efforts to market products/services and build customer relationships over the internet; it is the fastest-growing form of direct marketing. It is marketing using company Web sites, online ads and promotions, e-mail, online video, and blogs.

online advertising

As consumers spend more and more time online, companies are shifting more of their marketing dollars to _________to build brand sales or attract visitors to their Internet, mobile, and social media sites

Business-to-consumer (B to C) online marketing

Business selling goods/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 efficencies and better prices

omni-channel retailing

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

catalog marketing

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

direct-response television marketing

Direct marketing via television, including direct-response television advertising or infomercials and interactive television advertising

Social Media

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

Mobile Marketing

Marketing messages,promotions and other marketing content delivered to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices

Direct-mail marketing

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

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/information between final consumers

permission-based e-mail marketing,

Spam: To address these concerns, most legitimate marketers now practice ________, sending e-mail pitches only to customers who "opt in."

direct marketing

The major forms of _______are: 1. Face-to-face selling 2. Direct-mail marketing 3. Catalog marketing 4. Telemarketing 5. Direct-response television marketing 6. Kiosk marketing

digital and social media

The major forms of ______marketing are: 1. Online marketing (Web sites, online advertising, email, online videos, blogs) 2. Social media marketing 3. Mobile marketing

Spam

Unsolicited, unwanted commercial email messages

Digital and Social Media Marketing

Using digital marketing tools such as web sites, social media, mobile aps and ads, online video, emaill and blogs to engage consumers anywhere, anytime via their digital devices

telemarketing

Using the telephone to sell directly to customers

Blogs

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