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.