MKTG Ch 14 - Direct, Online, Social Media, and Mobile Marketing

search-related ads (contextual advertising)

-Text-based ads and links appear alongside search engine results on sites -search led tv and it links you to best buy

marketing website

-a website that engages consumers to move them closer to a direct purchase or other marketing outcome -hyundai tries to get u to buy a car

brand communiity website

-a website that presents brand content that engages consumers and creates customer community around a brand -offers a rich variety of brand information that build closer customer relationships and generate engagement with and between brand and its customers

online advertising

-advertising that appears while consumers are browsing online, including display ads, search-related ads, online classifieds, and other forms -display ads and search related ads are most ccommon

direct marketing benefits

-buyers can interact with sellers -provides a low cost, efficient, speedy alternative for reaching their markets -offers sellers greater flexibility -provides opportunities for real time marketing "coffee near me

advantage of blogs

-can offer a fresh, original, personal, and cheap way to enter into consumer online and social media conversations -largely a consumer controlled medium -marketers can use insights from consumer online conversations to improve their marketing programs

catalog marketing

-direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online -can drive immediate sales -create emotional connections with customers

social media benefits

-interactive -immediate and timely -real time marketing

kiosk marketing

-involves placing information and ordering machines in stores, airports, trade shows, and other locations -appliance finder in home depot

Public Policy Issues in Direct and Digital Marketing

-privacy concerns -phishing

risks of mobile marketing

-risk angering already ad weary consumers -must provide useful information that will make consumers want to engage

email marketing

-sending highly targeted, highly personalized, relationship-building marketing messages via email -permission based email marketing to avoid customers getting upset over spam

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 -customers are more likely to view something that came from a friend

digital and social media marketing

-using digital marketing tools such as websites, social media, mobile apps and ads, online video, email, and blogs that engage consumers anywhere, anytime via their digital devices -fastest growing form of direct marketing

telemarketing

-using the telephone to sell directly to customers -outbound: sell directly to consumers and business -inbound toll free: receive orders referred from tv ads...

social media marketing challenges

1. still being experimented 2. difficult to measure results 3. largely user controlled

Online Marketing

Marketing via the Internet using company Web sites, online ads and promotions, e-mail, online video, and blogs.

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 that persuasively describes a product and give customers a toll-free number or an online site for ordering

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

monetization issue with social media

how they can profitably tap the marketing potential of their massive communities to make money without driving off loyal users

social media

independent and commercial online social networks where people congregate, socialize, and exchange views and information

mobile marketing

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