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

Phising

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

Marketing Web sites

a web site that engages consumers to move them closer to a direct purchase or other marketing outcome

branded community web site

a web site that presents brand content that engages consumers and creates customer community around a brand -EX: ESPN, offers rich variety of brand information, videos, blogs, activities, and other features

Online advertising

advertising that appears while consumers are browsing online, including display ads, search-related ads

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 (DRTV) marketing

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

Direct mail is well suited for

direct, one-to-one communication

Transaction sites

ebay, craigslist

Internet fraud

identity theft and financial scams

Social media

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

direct and digital marketing

involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships

Spam

unsolicited, unwanted commercial email messages

Traditional direct approaches

Face-to-face personal selling, direct-mail marketing, catalog marketing, telemarketing, DRTV marketing, and kiosk marketing

Amount of money spent on direct and digital marketing

$157 billion; 11% more than the previous year

Social media challenges

- Companies are still experimenting how to use them - Results are hard to measure - Largely under user control

Social media advantages

- Targets and personal where they can create tailored messages -Interactive making consumers participate in the ad - Immediate and timely; can be reached anytime, anywhere - real time marketing which lets consumers join the conversations when they occur - Cost effective - Engagement and social sharing capabilities

Marketers can engage in social media in two ways

- Use existing social media - Or they can set up their own

Benefits of direct and digital marketing

-Buyers -Convenient, easy, and private -Easy buyer-seller interaction -Quick access to products and relevant information -Brand engagement and community -Sellers -Low-cost, efficient, and speedy -Build close, personalized, interactive, one-to-one customer relationships -Offer greater flexibility

By estimate

91% of all US consumers use email every day

Niche online social networks

Cater to the needs of smaller communities of like-minded people, making them ideal vehicles for marketers who want to target special interest groups

To attract customers to their website

Companies aggressively promote their website in offline print and broadcast advertising and through ads and links on other sites

access by vulnerable or unauthorized groups

Concerned state and national lawmakers are currently debating bills that would help better protect children online

First step in conducting online marketing

Create a website

Online and digital security

Fears that snoopers will eavesdrop on their online transactions and social media postings, picking up personal information or intercepting credit and debit card numbers

Early direct marketers

Gathered customers names and sold goods mainly by mail and telephone

Rich media ads

Incorporate animation, video, sounds, and ineractivity

Blog disadvantages

Its cluttered and difficult to control and are largely a consumer-controlled medium

interactive TV (iTV)

Lets viewers interact with television programming and advertising

Real-time marketing

Links brands to important moments and trending events in customers' lives

Mobile marketing features

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, e-mail, online video, and blogs.

Online display ads

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

search-related ads (contextual advertising)

Text-based ads and links appear alongside search engine results on sites

Content sites

New York Times, ESPN

Almost ever major marketer is

Now integrating mobile marketing into its direct marketing programs

Blog advantages

Offer fresh, original, personal, an cheap way to enter into consumer online and social media conversations

Blogs

Online fourms where people and companies post their thoughts and other content, usually related to narrowly defined topics

Kiosks

Point-of-purchase displays that are stand-alone structures

Digital catalogs eliminate

Printing and mailing costs. They can also offer almost unlimited amount of merchandise since space is not limited.

E-tailers

Retailers who operate solely online - Ex: Amazon and Expedia

Outbound telephone marketing

Sell directly to consumers and businesses

Inbound telephone marketing

Toll-free numbers to receive orders from television and print ads, direct mail, or catalogs

digital and social media marketing

Using digital marketing tools to engage consumers anywhere, anytime via their digital devices

Telemarketing

Using the telephone to sell directly to customers

omni-channel retailing

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

Mobile marketing

marketing messages, promotions, and other 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

Permission-based email marketing

sending email pitches only to customers who "opt in"

Email marketing

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

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