Principles of Marketing Chapter 14 Direct, Online, Social Media, and Mobile Marketing – Flashcards

Involves engaging directly with carefully targeted individual consumers and customers communities to both obtain an immediate response and build lasting customers relationships

Most companies direct digital marketing is supplementary to channels or media, others it is a main facet Facebook, geico, Netflix, Priceline all use direct marketing model

Buyers Convenient, easy, private, access anytime Sellers Low costs, efficient, speedy for reaching their markets Offers flexibility

Online Marketing Websites Online advertising Social media, and mobile marketing Examples DING!, Smartphone App, Texting Alerts, social media outlets, emails

Uses digital marketing tools such as web sites, online, videos, emails, blog, social media, mobile apps, and apps that engage customers anywhere anytime via their digital devices

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

o Marketing via the internet using company websites, online ads, and promotions, email, online video and blogs

Marketing websites designed to interact with customers to move them closer to a direct purchase to other marketing outcome Branded community Don't try to sell anything offer rich variety of information's purpose to present brand content that engages consumers to create brand community websites present brand content that engages consumer and creates customers community around a brand

Advertising that appears while consumers are browsing online, including display ads, search related ads, online classifieds and other forms Main forms are display and search related ads Think banners on mobiles apps

Sending highly targeting, highly personalized, relationship- building marketing messages via email Spam Unsolicited, unwanted commercial email messaged that clog up or email boxes Main reason for frustrations for email marketing

Digital version of mouth to mouth marketing content that is so infections 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 define topics Blogsphere as a medium for reaching their customers communities

Independent and commercial online communities where people congregate, socialize, and exchange views and information 90% of companies have social media

Social media is targeted and personal Also interactive making it idea for starting and participating in customers conversations

Most companies are still experimenting with them and how to effectively use them ad interpret results Social networks are users controlled company's don't have control over the content that is viewed

Using full scale approach and incorporating all networking in making a platform

Features marketing messages, promotions and other contact delivered to on the go consumers through their mobile devices Used to engage customers wherever and whenever they are Promote new items, send promotions codes with grow tracking

Direct mail marketing Catalog Marketing Telemarketing Direct Response television marketing (DRTV ads)

Direct Television Advertising 30-60 tv commercials giving information's about the product

Irritation, Unfairness and Fraud Consumer Privacy A need for action