MKTG 2201 Chapter Notes - Chapter 14: Direct Response Television, Internet Privacy, Facial Recognition System
29 Apr 2017
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Direct and digital marketing: engage directly with targeted individual consumers and customer communities to obtain an immediate response, build lasting customer relationships, engagement, rand community, and sales. New direct marketing model: most companies still use direct marketing as a supplementary channel or medium, for many companies today, direct and digital marketing constitute a complete model for doing business. Rapid growth of direct and digital marketing: fastest-growing form of marketing, direct marketing becoming more internet-based, direct marketing claims a surging share of marketing spending and sales, includes online display and search advertising, video, social media, mobile, email. Online advertising and e-mail marketing: online advertising: appears while consumers are browsing online, email marketing: sending highly targeted, highly personalized, relationship- building marketing messages via e-mail, spam: unsolicited, unwanted commercial e-mail messages. Online videos: can engage millions of consumers, viral marketing: videos, ads, and other marketing content that customers seek out or pass along to friends.
