MARK 201 Chapter Notes - Chapter 15: Apidae, Mobile Marketing, Direct Marketing
14 Dec 2016
School
Department
Course
Professor
MAKR 201
Chapter 15
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Direct, Online, Social Media, and
Mobile Marketing
Direct and digital marketing
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
The new direct marketing model
-Supplemental medium
-New model for doing business
-Sole approach for some
Rapid growth of direct and digital marketing
-Fastest-growing form of marketing
-$8B in annual direct marketing expenditures
-$51B in annual sales
-Continues to become more Internet-base: fastest-growing form of direct sales
Benefits direct and digital marketing to buyers and sellers
Forms of direct and digital marketing
find more resources at oneclass.com
find more resources at oneclass.com
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. Continues to become more internet-base: fastest-growing form of direct sales. Bene ts direct and digital marketing to buyers and sellers. Digital and 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, any time via their digital devices. Multichannel marketing: marketing both through stores and other traditional of ine channels and through digital, online, social media, and mobile channels. Online marketing: marketing via the internet using company websites, online ads and promotions, email, online video and blogs. Marketing websites: a site that interacts with consumers to move them closer to a direct purchase or other marketing outcome. Banded community website: a site that presents brand content that engages consumers and creates customer community around a brand.
