Marketing Chapter 14
traditional direct marketing tools
Face-to-face or personal selling, direct-mail marketing, catalog marketing, telemarketing, direct-response television (DRTV) marketing, and kiosk marketing
online and digital security
Fear that unscrupulous snoopers will eavesdrop on their online transactions and social media postings, picking up personal information or intercepting credit and debit card numbers
marketing in the digital age
More than 88 percent of all U.S. adults use the internet, and the average U.S. internet user spends almost six hours a day consuming digital media, primarily via mobile devices An estimated more than one-half of all U.S. retail sales were either transacted directly online or influenced by internet research. (omni channel consumers)
direct mail
involves sending an offer, announcement, reminder, or other item to a person at a particular address Well suited to direct, one-to-one communication. It permits high target market selectivity, can be personalized, is flexible, and allows the easy measurement of results
existing social media
is the easiest, large general-interest social media networks grab most of the attention
forms of digital and social media marketing
online marketing, social media marketing, mobile marketing
spam
unsolicited, unwanted commercial email messages that clog up our email boxes—has produced consumer irritation and frustration
marketing websites
websites designed to engage customers and move them closer to a direct purchase or other marketing outcome
advantages of paper catalogs
1. Beyond their ability to drive immediate sales 2. paper catalogs create emotional connections with customers. Somehow, turning actual catalog pages engages consumers in a way that digital images simply can't. 3. Printed catalogs are one of the best ways to drive in-store, online, and mobile sales
advantages of digital catalogs
1. eliminate printing and mailing costs. They also allow real-time merchandising. 2. digital catalogs let sellers add or remove products and features as needed and adjust prices instantly to match demand. 3. online catalogs can offer an almost unlimited amount of merchandise. 4. Customers can carry digital catalogs anywhere they go 5. Digital catalogs can be interactive, and they can offer a broader assortment of presentation formats
direct mail marketing (advantages and disadvantages)
Advantages: It provides something tangible for people to hold and keep, and it can be used to send samples. Disadvantages: Direct mail may be resented as junk mail if sent to people who have no interest in it (opt in)
social media marketing (advantages and disadvantages)
Almost all businesses large and small use at least one social media channel Advantages: targeted and personal, interactive, immediate and timely, real-time marketing, cost-effective, engagement and social sharing capabilities Disadvantages: 1. many companies are still experimenting with how to use them effectively and results are hard to measure 2. such social networks are largely user controlled. Make the brand a part of consumers' conversations and their lives. 3. consumers have so much control over social media content, even a seemingly harmless social media campaign can backfire
use of mobile marketing
Companies use mobile marketing to stimulate immediate buying, make shopping easier, enrich the brand experience, or all of these. It lets marketers provide consumers with information, incentives, and choices at the moment they are expressing an interest or when they are most likely to make a buying choice create online sites and apps
consumer privacy
Consumers often benefit from database marketing; they receive more offers that are closely matched to their interests. Critics worry that marketers know too much about consumers' lives and that they may use this knowledge to take unfair advantage of consumers. Using big data analytics, direct marketers can mine these databases to "micro target" their selling efforts
new direct marketing model
Direct and digital marketing are more than just supplementary channels or advertising media—they constitute a complete model for doing business. Firms employing this direct model use it as the only approach Some companies still do part mass marketing and part direct marketing
catalog marketing
Direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online
mobile marketing
Features marketing messages, promotions, and other marketing content delivered to on-the-go consumers through their mobile devices
access by vulnerable or unauthorized groups
For example, marketers of adult-oriented materials and sites have found it difficult to restrict access by minors
irritation
For example, most of us dislike direct-response TV commercials that are too loud, long, and insistent
infomercials
More large companies have begun using infomercials to sell their wares, refer customers to retailers, recruit members, or attract buyers to their online, mobile, and social media sites as lines blur between TV and other screens
online videos
Posting digital video content on brand websites or on social media sites such as YouTube, Facebook, Instagram, Twitter, and others Good online videos can engage consumers by the tens of millions. The online video audience is soaring. Many brands produce multi platform video campaigns that bridge traditional TV, online, and mobile media (not just on TV)
email marketing
Remains an important and growing digital marketing tool. Email is now an on-the-go medium—55 percent of all emails are now opened on mobile devices. Given its low costs and targetability, email can yield a very high return on investment.
niche and interest based social media
These 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
a need for action
To curb direct marketing excesses, various government agencies are investigating not only do-not-call lists but also do-not-mail lists, do-not-track-online lists, and Can Spam legislation
online advertising
Used to build brand sales or attract visitors to their internet, mobile, and social media sites. Online advertising has become a major promotional medium. The main forms of online advertising are display ads and search-related ads
blogs
are online forums where people and companies post their thoughts and other content, usually related to narrowly defined topics (special interest groups and brand communities) Advantages: can offer a fresh, original, personal, and cheap way to enter into consumer online and social media conversations Disadvantages: the blogosphere is cluttered and difficult to control
using social media
can engage in two ways: They can use existing social media or they can set up their own
benefits of direct and digital marketing for buyers
convenient, easy, and private 1. They give buyers anywhere, anytime access to an almost unlimited assortment of goods and a wealth of product and buying information 2. Buyers can interact with sellers by phone or on the seller's website or mobile app to create exactly the configuration of information, products, or services they want and then order them on the spot 3. Digital marketing through online, mobile, and social media provides a sense of brand engagement and community—a place to share brand information and experiences with other brand fans
unfairness
direct marketers have been accused of taking unfair advantage of impulsive or less-sophisticated buyers
do not call legislation
has hurt parts of the consumer telemarketing industry. Two major forms of telemarketing—inbound consumer telemarketing and outbound B-to-B telemarketing—remain strong and growing Also develop opt in model
companies operate only online
include a wide array of firms, from e-tailers (such as Amazon, Quicken Loans, Expedia.com) that sell products and services directly to final buyers via the internet to search engines and portals (such as Google, Bing, and Yahoo!), transaction sites (eBay, Craigslist), content sites (the New York Times, ESPN.com, and Wikipedia), and online social media (Facebook, Twitter, Instagram, YouTube, and Snapchat)
internet fraud
including identity theft and financial scams, has become a serious problem Common form of internet fraud is phishing, a type of identity theft that uses deceptive emails and fraudulent web and online mobile sites to fool users into divulging their personal data
social media
independent and commercial online social networks where people congregate to socialize and share messages, opinions, picture, videos, and other content
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 use direct marketing to tailor their offers and content to the needs and interests of narrowly defined segments or individual buyers
telemarketing
involves using the telephone to sell directly to consumers and business customers Properly designed and targeted telemarketing provides many benefits, including purchasing convenience and increased product and service information
public policy issues in direct and digital marketing
irritation, unfairness, deception, fraud
benefits of direct and digital marketing for sellers
low-cost, efficient, speedy alternative for reaching their markets 1. one-to-one nature of direct marketing, companies can interact with customers by phone or online, learn more about their needs, and personalize products and services to specific customer tastes 2. Offer sellers greater flexibility. Marketers can make ongoing adjustments to prices and programs or to create immediate, timely, and personal engagement and offers 3. Opportunities for real-time marketing that links brands to important moments and trending events in customers' lives. 4. Moves customers through the buying process and for building customer engagement, community, and personalized relationships
websites
marketing and brand community To attract visitors, companies aggressively promote their websites in offline print and broadcast advertising and through ads and links on other sites Website should be easy to use and visually appealing. Ultimately, however, websites must also be useful
online display ads
might appear anywhere on an internet user's screen and are often related to the information being viewed
integrated marketing communications program
must blend digital and social media marketing with traditional direct marketing into a fully integrated marketing communications program
digital and social media marketing tools
online marketing (websites, online ads and promotions, email, online videos, and blogs), social media marketing, and mobile marketing
forms of telemarketing
outbound - telephone marketing to sell directly to consumers and businesses inbound - toll-free numbers to receive orders referred from television and print ads, direct mail, catalogs, websites, and phone apps
kiosk marketing
placing information and ordering machines—called kiosks (good old-fashioned vending machines but so much more)—in stores, airports, hotels, college campuses, and other locations. Today's automated retailing "offers [consumers] the convenience of online shopping with the immediate gratification of traditional retail."
online marketing
refers to marketing via the internet using company websites, online advertising and promotions, email marketing, online video, and blogs Must be coordinated with other forms of digital marketing
omni channel retailing
seamless cross-channel buying experience that integrate in-store, online, and mobile shopping Companies that have traditionally operated offline have now created their own online sales, marketing, and brand community channels
permission based email marketing
sending email pitches only to customers who "opt in." Many companies use configurable email systems that let customers choose what they want to get
integrated social media marketing
successful companies are integrating a broad range of diverse media to create brand-related social sharing, engagement, and customer community Social media "is not just about engaging and telling a story and connecting, they can have a material impact on the business."
direct response television marketing
television spots, often 60 or 120 seconds in length, which persuasively describe a product and give customers a toll-free number or an online site for ordering. Includes full 30-minute or longer advertising programs, called infomercials, for a single product. associated with somewhat loud or questionable pitches
search related ads (contextual advertising)
text- and image-based ads and links appear atop or alongside search engine results on sites such as Google, Yahoo!, and Bing A search advertiser buys search terms or keywords from the search site and pays only if consumers click through to its site
viral marketing
the digital version of word-of-mouth marketing, involves creating videos, ads, and other marketing content that are so infectious that customers will seek them out or pass them along to their friends (inexpensive, more likely to view) little control, can only seed content online
brand community websites
websites that do much more than just sell products. Their primary purpose is to present brand content that engages consumers and creates customer-brand community
