marketing chapter 14
marketing web site
Engage consumers to move them closer to a direct purchase or other marketing outcome
rich media ads
incorporate animation, video, sound, and interactivity
public policy issues
Abuses range from simple excesses that irritate consumers to instances of unfair practices or even outright deception and fraud. The direct marketing industry has also faced growing privacy concerns, and online marketers must deal with Internet and mobile security issues.
online advertising
Appears while consumers are browsing online
benefits of direct and digital marketing to buyers
Convenient, easy, and private Easy buyer-seller interaction Quick access to products and relevant information Brand engagement and community
social media marketing disadvantages
Effective usage uncertain Difficult to measure results Largely user controlled
direct and digital marketing
Engage directly with targeted individual consumers and customer communities to obtain an immediate response. Build lasting customer relationships, engagement, brand community, and sales
social media
Independent and commercial online communities where people congregate, to socialize and share messages, opinions, pictures, videos, and other content
benefits of direct and digital marketing to sellers
Low-cost, efficient, and speedy Build close, personalized, interactive, one-to-one customer relationships Greater flexibility
branded community web site
Present brand content that engages consumers and creates customer-brand community. Does not try to sell anything
catalog marketing
Print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online Eliminates printing and mailing costs No space constraints Broader assortment of presentation formats Real-time merchandising capabilities Prices can be adjusted instantly
kiosk marketing
Product or service information and ordering machines placed by companies
email marketing
Sending highly targeted, highly personalized, relationship-building marketing messages via email
social media marketing advantages
Targeted and personal Interactive Immediate and timely Cost effective Engagement and social sharing capabilities
spam
Unsolicited, unwanted commercial email messages. To address these concerns, most legitimate marketers now practice permission-based email marketing, sending email pitches only to customers who opt in.
omni-channel retailing
creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping
direct-response television (DRTV) marketing
direct marketing via television, including direct-response television advertising (or infomercials) and interactive television (or iTV) advertising.
traditional direct marketing
include face-to-face selling, direct-mail marketing, catalog marketing, telemarketing, direct-response television marketing, and kiosk marketing.
direct-mail marketing
involves sending an offer, announcement, reminder, or other item directly 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. It provides something tangible for people to hold and keep, and it can be used to send samples. It creates an emotional connection with customers that digital cannot. It can be an effective component of a broader integrated marketing campaign. may be resented as junk mail if sent to people who have no interest in it
mobile marketing
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, email marketing, online video, and blogs
online display ads
might appear anywhere on an Internet user's screen and are often related to the information being viewed
blogs
or Web logs, are online journals where people and companies post their thoughts and other content related to narrowly defined topics. Benefits: A fresh, original, personal, and inexpensive way to enter into consumer online conversations. Limitations: Cluttered, difficult to control and largely a consumer-controlled medium
search-related ads (contextual advertising)
text- and image-based ads and links that appear alongside search engine results.
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
digital and social media marketing
the fastest-growing form of direct marketing. It uses digital marketing tools such as Web sites, online video, email, blogs, social media, mobile ads and apps, and other digital platforms to directly engage consumers anywhere, anytime via their digital devices.
telemarketing
using the telephone to sell directly to customers
