GEOLOGY 002 Lecture Notes - Lecture 33: Expedia (Website), Social Media Marketing, Debit Card
Document Summary
Direct and digital marketing: engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. Early direct marketers (catalog companies, direct mailers, telemarketers) gathered customer names and sold goods mainly by mail and telephone. Direct marketing is both direct distribution and directly engaging customers, but much more. Can be used as a supplementary channel or medium, or can constitute a complete model for doing business (e. g. amazon, google, netflix, facebook) Grows fast and becomes more and more internet-based. Benefits to buyers: convenient, easy, private, anytime access to unlimited assortment of goods and information, sharing information and experiences with other brand fans. Benefits for sellers: low-cost, efficient, speedy, personalize products and target smaller groups, greater flexibility to create immediate, timely and personal offers. Provides opportunities for real-time marketing that links brands to important moments and trending events in customers" lives.
