Chapter 17: Direct, Online, Social Media, Mobile Marketing

marketing both through stores and other traditional offline channels and through: digital, online, social media, and mobile channels

online journals where people and companies post their thoughts and other content —usually related to narrowly defined topics

marketing messages, promotions, and other content delivered to on-the-go consumers through smartphones/tablets etc

direct marketing through print, video, or digital catalogues that are mailed to select customers —available in stores or presented online

engaging directly with carefully targeted individual consumers and customer communities —–to obtain an immediate response and build lasting customer relationships —fastest growing form of marketing

1. convenience 2. Ready access to many products 3. comparative info 4. interactive

1. tool to build customer relationships 2. low cost and efficient 3. flexible

creates a seamless cross channel buying experience that integrates in store, online and mobile shopping —single shopping experience