Marketing outline chapter 14 PDF

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Download Marketing outline chapter 14 PDF

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Marketing outline: Chapter 14, Direct And Digital Marketing Definition: engaging directly with carefully targeted individuals consumers and customer communities to both obtain an immediate response and build lasting customer relationships o Companies use direct marketing to tailor their offers and content to the needs and interests of narrowly defined segments or individual buyers  Direct marketing: marketing as a direct distribution- as marketing channels that contain no intermediaries. o Part of a promotional mix o Supplementary channel or medium  Fastest growing form of marketing: U.S companies spent 168.5 billion on direct and digital marketing  Benefits: o Buyers: easy, convenient and private  Give buyers anywhere, anytime access to an almost unlimited assortment of goods and a wealth of products and buying information. o Sellers: low-cost, efficient, speedy alternative for reaching their markets  Flexibility- lets marketers make ongoing adjustments to prices and programs, or make immediate, timely and personal announcements and offers o Important to build customer engagement FORMS OF DIGITAL MARKETING 

DIGITAL AND SOCIAL MEDIA MARKETING  Social media marketing: using digital marketing tools such as websites, social media, mobile apps and ads, online videos, email and blogs that engage consumers anywhere, anytime via their digital devices.  Fastest growing form of direct marketing  Internet contributes 50% of sales  Only online companies o E-tailors- Amazon o Content sites- NY times, o Search engines- google o Social media sites: Facebook o Transactional sites- eBay  Multichannel marketing: marketing both through stores and other traditional offline channels and through digital, online, social media, and mobile channels o Companies using multichannel marketing are having more online success than their online-only competitors.  Online marketing: marketing via the internet using company web sites, online ads and promotions, email, online video and blogs o Two types of websites  Marketing websites- designed to interact with customers to move them closer to a direct purchase of other marketing outcome  Branded community websites- primary purpose is to present brand content that engages consumers and creates customer brand community.  don’t just try to sell anything at all  offer brand information, videos, blogs, activates, and other features that build customer relationships and generate engagement with and between the brand and its customers 

online advertising: advertising that appears while consumers are browsing online, including display ads, searchrelated ads, online classifieds and other forms o main forms- display ads and search-related ads

 together capture more than 23% of all digital marketing spending o largest form of online advertising is search related ads. (50% of advertising spending last year)  Email marketing: spending highly targeted, highly personalized, relationship-building marketing messages via email. o Marketers get an annual return of $40 for every $1 they spend on email direct marketing o Spam- unsolicited, unwanted commercial email messages o Permission based email marketing- only email customers who “opt-in”  Online videos: videos to catch consumer’s eyes o How to’s, PR, o Viral marketing- the 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.  Blogs: online journals where people and companies post their thoughts and other content, usually related to narrowly defined topics SOCIAL MEDIA MARKETING  Definition: independent and commercial online communities where people congregate, socialize and exchange views and information. o 90% of US companies use social media to promote products  advantages o targeted and personal o cost efficient o interactive o engagement and social sharing capacity o immediate and timely  disadvantages o can easily backfire on them MOBILE MARKETING  marketing messages, promotions and other content delivered to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices o people check their phones on average 150 times a day TRADITIONAL DIRECT MARKETING FORMS  Direct mail marketing: marketing that occurs by sending an offer, announcement, reminder or other item directly to a person at a particular address o One-to-one communication  Catalog marketing: direct marketing through print mail to select customers, made available in store or presented online 12.5 billion catalogs were distributed last year o Catalogs are still thriving  CATALOG SPREE APP  Telemarketing: using the phone to sell directly to customers o Do not call legislation has been passed to stop telemarketers o Inbound consumer telemarketing and outbound B to B remain strong growing.  Direct Response Television Marketing: o direct response television advertising: direct marketers air television spots (often 60 or 120 seconds long) which persuasively describe a product and give customers a toll-free number or a website for ordering.  Includes infomercials o Interactive: lets viewers interact with television programming and advertising  Kiosk Marketing: redbox, Kodak, PUBLIC POLICY ISSUES IN DIRECT AND DIGITAL MARKETING  Internet fraud- identity theft, and financial scams have multiplied in recent years  Phishing- a type of identity theft that uses deceptive e-mails and fradulant online sites to fool users into giving up their personal history...