Chapter 15 Direct, Online, Social Media and Mobile Marketing Vocab

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
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, any time via their digital devices
Multichannel Marketing
Marketing both through stores and other traditional offline channels and through digital, online, social media, and mobile channels
Online Marketing
Marketing via the Internet using company websites, online ads and promotions, email, online video and blogs
Marketing websites
A site that interacts with consumers to move them closer to a direct purchase or other marketing outcome
Branded Community website
A site that presents brand content that engages consumers and creates customer community around a brand
Online Advertising
Advertising that appears while consumers are browsing online, including display ads, search-related ads, online classifieds, and other forms
Email marketing
Sending highly targeted, highly personalized, relationship-building marketing messages via email
Unsolicited, unwanted commercial email messages
Viral Marketing
The digital version of word-of-mouth marketing: videos, ads, and other marketing contents that is so infectious that customers will seek it out or pass it along to friends
Online journals where people and companies post their thoughts and other content, usually related to narrowly defined topics
Social Media
Independent and commercial online communities where people congregate, socialize, and exchange views and information
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
Catalogue Marketing
Direct marketing through print, video, or digital catalogues that are mailed to select customers, made available in stores, or presented online
Using the telephone to sell directly to customers
Direct-response television (DRTV) Marketing
Direct marketing via television, including direct-response television advertising (or infomercials) and interactive television (iTV) advertising

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