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

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What is direct and digital marketing?
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Involves engaging directly with carefully targeted individual consumers and customers communities to both obtain an immediate response and build lasting customers relationships
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Define the new direct marketing model
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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
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What are the benefits of direct and digital marketing to buyers and sellers?
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Buyers Convenient, easy, private, access anytime Sellers Low costs, efficient, speedy for reaching their markets Offers flexibility
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What are some forms of direct and digital marketing?
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Online Marketing Websites Online advertising Social media, and mobile marketing Examples DING!, Smartphone App, Texting Alerts, social media outlets, emails
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What is digital and social media marketing?/
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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
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What is multi channel marketing?
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Marketing both through stores and other traditional offline channels and through digital, online, social media, and mobile channels
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What is online marketing?
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o Marketing via the internet using company websites, online ads, and promotions, email, online video and blogs
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What are marketing websites and branded communities?
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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
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Define online advertising
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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
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Define email advertising
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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
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What is viral marketing?
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Digital version of mouth to mouth marketing content that is so infections customers will seek it out or pass it along to friends
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Define a blog
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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
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What is social media marketing?
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Independent and commercial online communities where people congregate, socialize, and exchange views and information 90% of companies have social media
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What are the advantages when using social media?
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Social media is targeted and personal Also interactive making it idea for starting and participating in customers conversations
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What are the challenges when using social media?
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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
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Define integrated social media market
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Using full scale approach and incorporating all networking in making a platform
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What is mobile Marketing?
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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
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What are come traditional forms of direct marketing forms?
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Direct mail marketing Catalog Marketing Telemarketing Direct Response television marketing (DRTV ads)
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What are two major forms of (DRTM)
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Direct Television Advertising 30-60 tv commercials giving information’s about the product
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What are some public policy issues in direct and digital marketing?
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Irritation, Unfairness and Fraud Consumer Privacy A need for action

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