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