Marketing Test 4 (Ch.14)

Direct and Digital Marketing
– engaging directly with targeted individual consumers and customer communities to:
– obtain an immediate response
– build lasting customer relationships
– build customer engagement, brand, community, and sales
Traditional Direct Marketing Tools
face to face selling, direct mail marketing, catalog marketing, telemarketing, direct response television marketing, and kiosk marketing
Direct Digital Marketing Tools
social media marketing, mobile marketing, and online marketing in the form of web sites, online ads, e-mail, online videos, and blogs
Digital and Social Media Marketing
– using digital marketing tools to engage consumers anywhere, anytime via their digital devices
– changed customers’ notions of convenience, speed, price, product information, service, and brand interactions
Multichannel Marketing
refers to marketing both through stores and other traditional offline channels and through digital, online, social media, and mobile channels. these companies have more online success than their online-only competitors
Direct Digital and Social Media Marketing
takes any of several forms that include online marketing, social media marketing, and mobile marketing
Online Marketing
marketing via the internet using company web sites, online ads and promotions, e-mail, online video, and blogs
Branded Community Web Site
does not try to sell anything but presents brand content that engages consumers and creates customer community around a brand
Marketing Web Sites
designed to interact with customers to move them closer to a direct purchase or other marketing outcome
Online Advertising
advertising that appears while consumers are browsing online, including display ads, search-related ads, online classifieds, and other forms.
Display
Search-Related
the main forms of online advertising are _____ ads and _____ ads.
Online Display Ads
might appear anywhere on an internet user’s screen and are often related to the information being viewed
Search-Related Ads (contextual advertising)
text-based ads and links appear alongside search engine results on sites such as Google, Yahoo!, and Bing.
E-mail Marketing
sending highly targeted, highly personalized, relationship-building marketing messages via e-mail. can be the ultimate directing marketing medium if used properly.
Spam
unsolicited, unwanted commercial e-mail messages
Viral Marketing
videos, ads, and other marketing content that engage customers to seek out or pass along to friends
Blogs (Web Logs)
online journals where people and companies post their thoughts and other content related to narrowly defined topics. they can be about anything such as politics, baseball, haiku, car repair, or the latest television series.
Social Media
independent and commercial online communities where people congregate, socialize, and exchange views and information
Integrated Social Media Marketing
Large companies design social media efforts that blend with and support other elements of a brand’s marketing strategy and tactics
Social Media
Firms that use _____ _____ effectively create brand-related social sharing, engagement, and customer community
Mobile Marketing
features marketing messages, promotions, and other content delivered to on-the-go consumers through their mobile devices
Mobile
marketers use _____ marketing to engage consumers anywhere, anytime during the buying and relationship-building processes.
Direct Mail Marketing
occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address. it is well suited to direct, one-on-one communication and permits high-target market selectivity, can be personalized, is flexible, and allows the easy measurement of results
more
better
although direct mail costs _____ per thousand people reached than mass media such as television or magazines, the people it reaches are much _____ prospects.
Catalog Marketing
a form of direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online
Telemarketing
involves using the telephone to sell directly to consumers and business customers. marketers use outbound telephone marketing to sell directly to consumers and businesses and inbound toll-free numbers to receive orders from television and print ads, direct mail, or catalogs
National Do Not Call Registry
– established in 2003 by US lawmakers and managed by the Federal Trade Commission (FTC)
Do-not-call legislation
has helped marketers to develop opt-in calling systems, in which they provide useful information and offers to customers who have invited the company to contact them by phone or email.
Direct-Response Television (DRTV) Marketing
refers to direct marketing via television, including direct-response television advertising or infomercials and interactive television or iTV advertising.
Interactive TV (iTV)
lets viewers interact with television programming and advertising
Kiosk Marketing
product or service information and ordering machines placed by companies
Modern Smart Kiosks
– now wireless-enabled
– some machines even use facial recognition software that lets them guess gender and age and make product recommendations based on that data
Invasion of Privacy
is perhaps the toughest public policy issue now confronting the direct marketing industry
Consumer Privacy
– fear of invasion of privacy
– ready availability of information leaves consumers open to abuse
Self-Regulatory Principles
call for online marketers to provide transparency and choice to consumers if web viewing data is collected or used for targeting interest-based advertising
Advertising Option Icon
a little “i’ inside a triangle added to most behaviorally targeted online ads to tell consumers why they are seeing a particular ad and allowing them to opt out
Children’s Online Privacy Protection Act (COPPA)
passed by congress in 2000
– requires online operators targeting children to post privacy policies in their sites
– they must also notify parents about any information they’re gathering and obtain parental consent before collecting personal information from children under the age of 13