Marketing – Chapter 14: Direct, Online, Social Media, and Mobile Marketing – Flashcards
Unlock all answers in this set
Unlock answersquestion
Direct and Digital Marketing
answer
Engaging directly with targeted individual consumers and customer communities to obtain an immediate response and build lasting customer relationships.
question
Why companies use direct marketing
answer
To tailor their offers and content to the needs and interests of narrowly defined segments or individual buyers. This way, they build customer engagement, brand community, and sales.
question
Growth of Direct and Digital Marketing
answer
Fastest-growing form of marketing. Direct marketing is becoming more Internet-based and claiming a surging share of marketing spending and sales.
question
Largest shares of Media Marketing Spending
answer
Television advertising is #1. Total digital marketing spending (online display and search advertising, video, social media, mobile, e-mail, and other) have the second largest share of media spending.
question
Benefits of Direct and Digital Marketing to Buyers
answer
Convenient, easy, and private Easy buyer-seller interaction Quick access to products and relevant information Brand engagement and community
question
Benefits of Direct and Digital Marketing to Sellers
answer
Low-cost, efficient, and speedy Build close, personalized, interactive, one-to-one customer relationships Offer greater flexibility
question
Traditional Direct Marketing Tools
answer
Face-to-face selling, direct-mail marketing, catalog marketing, telemarketing, direct-response television marketing, and kiosk marketing.
question
Digital and Social Media Marketing
answer
Online marketing (web sites, online advertising, e-mail, online videos, blogs) Social media marketing Mobile marketing
question
Direct and Social Media Marketing
answer
The fastest-growing form of direct marketing. Uses digital marketing tools and other digital platforms to directly engage consumers anywhere, anytime via their digital devices. Has changed customers' notions of convenience, speed, price, product info, service, and brand interactions.
question
Multichannel Marketing
answer
Using both traditional and digital marketing channels
question
Online Marketing
answer
Marketing via the Internet using company web sites, online ads and promotions, e-mail, online video, and blogs
question
Marketing Web sites
answer
Interact with consumers to move them closer to a direct purchase or other marketing outcome
question
Branded Community Web sites
answer
Present brand content that engages consumers and creates customer community around a brand. (ex. ESPN)
question
Online advertising
answer
Appears while consumers are browsing online Main forms are display ads and search related ads. Largest form of it search-related ads or contextual advertising (Where text-based ads and links appear alongside search engine results on sites such as Google, Yahoo, and Bing)
question
E-mail marketing
answer
Sending highly targeted, highly personalized, relationship-building marketing messages via e-mail. Can be the ultimate direct marketing medium.
question
Spam
answer
Unsolicited, unwanted commercial e-mail messages. Due to spam, most legitimate marketers now practice permission-based e-mail marketing, sending e-mail pitches only to customers who opt in.
question
Viral marketing
answer
Videos, ads, and other marketing content that consumers seek out or pass along to friends.
question
Blogs
answer
Online journals of narrowly defined topics where people and companies post their thoughts and other content. Offers a fresh, original, personal, and inexpensive way to enter into consumer online conversations (insights can improve marketing programs). But is limited by being a consumer-controlled medium.
question
Social media
answer
Independent and commerical online communities where people congregate, socialize, and exchange views and information. Marketers engage in social media by using existing ones or creating their own.
question
Social Media Marketing Advantages
answer
Targeted and personal Interactive Immediate and timely Cost effective Engagement and social sharing capabilities Large companies design efforts that are integrated with the brand's marketing strategy and tactics. Firms that use it effectively create brand-related social sharing, engagement, and customer unity.
question
Social Media Marketing Challenges
answer
Still being experimented on how to use effectively Difficult to measure results Largely user controlled
question
Mobile marketing
answer
Features marketing messages, promotions, and other content delivered to on-the-go consumers through their mobile devices. Used to engage customers anywhere, anytime, during the buying and relationship-building processes. Widespread adaption of mobile devices and surge in mobile Web traffic have made it a must.
question
Direct Mail Marketing
answer
Sending an offer, announcement, reminder, or other item directly to a person at a particular address. Tangible and creates emotional connection with customers Effective component of a broader integrated marketing campaign Direct and personalized Sent to customers who want to receive it Costs more per thousand people reached than mass media such as TV or magazines, but the people it reaches are much better prospects.
question
Catalog Marketing
answer
Print, video, or digital that are mailed to select customers, made available in stores, or presented online. Internet and digital marketing have changed this form of marketing: Eliminates printing and mailing cost, can offer an almost unlimited amount of merchandise, offer a broader assortment of presentation formats (including search and video), and allow real-time merchandising (products/features can be added or removed as needed and prices can be adjusted instant.y to match demand)
question
Telemarketing
answer
Selling directly to customers and business customers using the telephone. Uses outbound telephones to sell directly to consumers and inbound toll-free numbers to receive orders from television and print ads, direct mail, or catalogs.
question
National Do Not Call Registry
answer
Established in 2003 by U.S. lawmakers and managed by the Federal Trade Commission. Do-not-call legislation has helped marketeers to develop opt-in calling systems, in which they provide useful information and offer customers who have invited the company to contact them by phone or e-mail.
question
Direct-Response Television (DRTV) marketing
answer
Direct marketing via television, including direct-response television advertising or infomercials and interactive television or Interactive TV (iTV) advertising.
question
Kiosk Marketing
answer
Product or service information and ordering machines placed by companies. Modern smart _____ are now wireless-enabled and some even use facial recognition software.
question
Public Policy Issues in Direct and Digital Marketing
answer
Bad reputation due to aggressive and shady tactics of some direct marketers. Abuses are irritation due to excessiveness, unfair practices, deception, and fraud. Also privacy concerns and Internet security issues.
question
Irritation
answer
Loud, long, and insistent TV commercials Junk mail and spam
question
Unfairness
answer
Taking unfair advantage of impulsive or less-sophisticated buyers.
question
Deception and Fraud
answer
Investment scams or phony charity collections Internet fraud, identity theft and financial scams Phishing: identity theft that uses deceptive e-mails and fraudulent online sites to fool users into divulging their personal data. Online and digital security concerns Access by vulnerable or unauthorized groups
question
Consumer Privacy
answer
Huge fear of invasion of privacy. Consumers benefit from database marketing and information but it can leave consumers open to abuse.
question
Federal Trade Commission (FTC)
answer
Policing online privacy
question
Congressional Legislation actions
answer
Giving more control to consumers over use of online information
question
Government Actions to protect consumers
answer
Do-not-call, Do-not-mail, Do-not-track lists Can Spam legislation
question
Marketers Actions to Protect Consumers
answer
Self-regulatory principles call for online marketers to provide transparency and choice to consumers if Web viewing data is collected or used for targeting Internet-based advertising. Advertising option icon (little i inside of a triangle) telling why they are seeing an ad and allowing them to opt out.
question
Children's Online Privacy Protection Act (COPPA)
answer
Passed in 2000 by Congress, requires online operators targeting children to post privacy policies on their sites. Also must notify parents about any information they're gathering and obtain parental consent before collecting personal information from children under age 13.
question
TRUSTe
answer
Nonprofit self-regulatory organization that works with many large corporate sponsors, including Microsoft, Yahoo, AT&T, Facebook, Disney, and Apple, to audit privacy and security measures and help consumers navigate the Internet safely.
