marketing chapter 14

direct and digital marketing

engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships, engagement, brand community & sales

mobile marketing

features marketing messages, promotions, and other content delivered to on-the-go consumers through their mobile devices.

Social Media Marketing

independent and commercial online communities where people congregate, socialize, and exchange views and information via pics & messages

telemarketing

using the telephone to sell directly to customers

brand community website

* does not try to sell* a website that presents brand content that engages consumers and creates customer community around a brand

Rapid Growth of Direct and Digital Marketing

Direct and digital marketing have become the fastest-growing form of marketing. Direct marketing continues to become more Internet-based, and digital direct marketing is claiming a surging share of marketing spending and sales.

direct marketing model

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.

Public Policy Issues in Direct and Digital Marketing

Irritation, unfairness, deception, & fraud, consumer privacy, & need for action

two types of telemarketing

Outbound telemarketing: sells directly to customers & businesses Inbound telemarketing: toll-free numbers to receive orders from tv/print ads, catalogs

Advantages of social media marketing

Targeted & personal. Interactive, immediate & timely, cost effective, Engagement, social sharing capabilities

Direct-mail marketing

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

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