Marketing ch. 14

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Direct and digital marketing
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involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
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Direct and digital marketing pros
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convenient, easy, and private.
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Spurred by the surge in Internet usage and​ buying, and by rapid advances in​ ________, ________ has undergone a dramatic transformation.
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digital​ technologies; direct marketing
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direct marketing
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immediate and interactive allowing buyers to create exactly the configuration of​ information, products, or services buyers desire and then order them on the spot.
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For​ sellers, direct and digital marketing are powerful tools for building​ ________ and​ ________________.
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customer​ engagement; close,​ personalized, interactive customer relationships
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3 major forms of digital direct marketing
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Online​ marketing, social media​ marketing, and mobile marketing
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Traditional direct marketing tools include​
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face-to-face selling,​ direct-mail marketing, catalog​ marketing, telemarketing,​ direct-response television​ marketing, and kiosk marketing.
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2 main forms of direct and digital marketing
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traditional direct marketing tools and the new digital marketing tools
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A dazzling new set of direct digital marketing tools has burst onto the marketing​ scene, including​ ____________________.
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​online, social media marketing and mobile marketing
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online marketing
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marketing via the Internet using company​ websites, online advertising and​ promotions, e-mail​ marketing, online​ video, and blogs.
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viral marketing
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digital version of​ word-of-mouth marketing. Viral marketing involves creating​ videos, ads, and other marketing content that are so infectious that customers will seek them out or pass them along to their friends.
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The Internet and digital age have given marketers a whole new way to​ ____________.
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create customer​ value, engage customers and build customer relationships
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main forms of online advertising
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display ads and​ search-related ads.
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mobile marketing
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stimulates immediate​ buying, make shopping​ easier, enrich the brand​ experience, or all of these.
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Marketers use mobile marketing to engage customers​ anywhere, anytime during the​ _____________________.
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buying and​ relationship-building processes
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Which of the following statements is true regarding traditional direct marketing​ forms?
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Marketers use both outbound telemarketing and inbound telemarketing.
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toughest public policy issue now confronting the direct marketing​ industry?
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invasion of privacy
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Direct marketers know​ that, if left​ unattended, direct marketing abuses will lead to increasingly negative consumer​ attitudes, lower response and engagement​ rates, and calls for​ ________.
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more restrictive state and federal legislation

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