ISC 161 Direct Marketing and WOM

direct marketing
an interactive system of marketing that uses one or more advertising media to effect a measurable response and/or transaction at any location, with this activity on a database
an organized collection of comprehensive data about current and potential customers including demographic, geography, pyschographic, and behavioristic informations
search engine marketing
takes advantage of the fact that people are on search sites looking for particular information
word of marketing
giving people a reason to talk about your products and services, and making it easier for that conversation to take place. It is the art and science of building active, mutually beneficial consumer-to-concumer and consumer-to-marketer communications
the ability to cause or contribute to a change in opinion or behavior
key influencer
a person or group of people who possess greater than average potential to influence due to attributes such as frequency of communication, personal persuasiveness or size of centrality to a social network among others
a person or group of people who change their opinion or behavior as the result of exposure to new information
influencer marketing
the act of a marketer or communicator engaging with key influencers to act upon upon influencees in pursuit of a business objective
an individual who shows support for, pleads the case of or defends a brand, cause, product, or service while remaining formally unaffiliated with the brand and unremunerated
PAID; an individual remunerated by or otherwise ‘allied’ with a brand or cause; their actions are, in some manner, endorsed by the brand with an acknowledged and transparent affiliation that is mutually beneficial
citizen influencers
the ‘everyman’ of influence. citizen influencers are otherwise average people who have greater than average likelihood to influence through their social network
professional/ occupational influencers
individuals, who by definition of their job function, are in the position to influence others directly through their authoritative of instructive statements
celebrity influencers
an individual whose name recognition commands a great deal of public fasciation and has the ability to use their status to communicate with broad effect
product seeding
placing the right product in the right hands at the right time
brand blogging
creating blogs and participating in the blogosphere, in the spirit of open and transparent communications; sharing information of value that the blog community may talk about
referral program
creating tools that enable satisfied customers to refer their friends
organic wom
people who are advocates because they like and value the product
amplified wom
markerter-driven attempts to generate advocacy

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