MKTG 301 Chapter Notes - Chapter 14: Phishing, Interactive Television, Internet Fraud
Document Summary
Direct and digital marketing: involves engaging directly with carefully targeted individual consumers and customer communicates to both obtain an immediate response and build lasting customer relationships. Direct marketing is used to tailor offers and content to the needs and interests of narrowly defined segments or individual buyers. Early direct marketers gathered customer names and sold goods mainly by mail and telephone. Today, direct marketing has undergone a dramatic transformation. Direct and digital have become the fastest-growing form of marketing. Total digital advertising spending now accounts for the second-largest share of media spending. Benefits of direct and digital marketing to buyers and. For sellers: low-cost, efficient, speedy alternative for reaching their marketers, flexibility. Real-time marketing: links brands to important moments and trending events in customers" lives. Online marketing (websites, online advertising, email, online videos, blogs) Both tools must be blended into fully integrated marketing communications program.
