Chapter 17: Direct and Digital Marketing

Direct and digital marketing
involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships
– very precise and short-term
– can measure result in real time
New direct marketing model
For many companies today, direct and digital marketing constitute a complete model of doing business.
Rapid growth of direct and digital marketing
– fastest-growing form of marketing
– become more Internet-based
– digital direct marketing: surging share of marketing spending and sales
Benefits to buyers
– convenience
– ready access to many products
– access to comparative information about companies, products, and competitors
– interactive and immediate
Benefits to sellers
– tool to build customer relationships
– low-cost, efficient, fast alternative to reach markets
– flexible
– access to buyers not reachable through other channels
Forms of direct and digital marketing
Forms of direct and digital marketing
Online marketing
marketing via the Internet using company websites, online ads and promotions, email, online videos and blogs
Marketing websites
engage consumers to move them closer to a direct purchase or other marketing outcome
Branded community websites
present brand content that engages consumers and create customer community around a brand
Online advertising
advertising that appears while consumers are browsing online and include display ads, search-related ads, online classifieds, and other forms
Email marketing
involve sending highly targeted, personalized, relationship-building marketing messages via email
Spam
unsolicited, unwanted commercial email messages
Viral marketing
digital version of word-of-mouth marketing: videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends
Online video marketing
involves posting digital video content on brand websites or social media sites such as YouTube, FB, etc.
Blogs
online journals where people and companies post their thoughts and other content, usually related to narrowly defined topics
Social media
independent and commercial online communities where people congregate, socialize, and exchange views and information
Mobile marketing
deliver messages, promotions, and other content to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices
Irritation
annoying and offending customers
Unfairness
taking unfair advantage of impulsive or less sophisticated buyers
Deception
“heat merchants” who design mailers and write copy designed to mislead consumers
Fraud
identity theft and financial scams