armstrong mai12 inppt_14

Copyright © 2015 Pearson Education, Inc.

Learning Objectives

• Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies.

• Identify and discuss the major forms of direct and digital marketing.

• Explain how companies have responded to the Internet and the digital age with various online marketing strategies.

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Learning Objectives

• Discuss how companies use social media and mobile marketing to engage consumers and create brand community.

• Identify and discuss the traditional direct marketing forms and overview public policy and ethical issues presented by direct marketing.

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First Stop: Facebook

• Deep impact and influence on the lives of millions of users

• Can become one of the world’s most powerful and profitable online marketers

• Realized it must make its own marketing and moneymaking moves

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Direct and Digital Marketing

• Engaging directly with targeted individual consumers and customer communities to:• Obtain an immediate response • Build lasting customer relationships

• Build customer engagement, brand community, and sales

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New Direct-Marketing Model

• Used as a supplementary channel or medium

• Constitutes a complete model for doing business today

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Rapid Growth of Direct and Digital Marketing

• Fastest-growing form of marketing• Direct marketing becoming more Internet-

based• Claims a surging share of marketing spending

and sales• Online display and search advertising, video,

social media, mobile, e-mail

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Benefits of Direct and Digital Marketing to Buyers

• Buyers• Convenient, easy,

and private• Easy buyer-seller

interaction• Quick access to

products and relevant information

• Brand engagement and community

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• Sellers• Low-cost, efficient,

and speedy• Build close,

personalized, interactive, one-to-one customer relationships

• Offer greater flexibility


Figure 14.1 - Forms of Direct and Digital Marketing

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Marketing, the Internet, and the Digital Age

• Digital and social media marketing: Using digital marketing tools to engage consumers anywhere, anytime via their digital devices

• Changed customers’ notions of:• Convenience, speed, price, product information,

service, and brand interactions

• Multichannel marketing: Using both traditional and digital marketing channels

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Online Marketing

• Marketing via the Internet using company Web sites, online ads and promotions, e-mail, online video, and blogs

• Marketing Web sites: Interact with consumers to move them closer to a direct purchase or other marketing outcome

• Branded community Web sites: Present brand content that engages consumers and creates customer community around a brand

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Online Advertising and E-Mail Marketing

• Online advertising: Appears while consumers are browsing online

• E-mail marketing: Sending highly targeted, highly personalized, relationship-building marketing messages via e-mail• Spam: Unsolicited, unwanted commercial e-mail

messages

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Online Videos

• Can engage millions of consumers • Viral marketing: Videos, ads, and other

marketing content that customers seek out or pass along to friends

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Blogs and Other Online Forums

• Online journals of narrowly defined topics where people and companies post their thoughts and other content• Benefit - Offers a fresh, original, personal, and

inexpensive way to enter into consumer online conversations

• Limitation - Consumer-controlled medium

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Social Media Marketing

• Social media: Independent and commercial online communities where people congregate, socialize, and exchange views and information

• Marketers engage in social media by:• Using the existing ones• Setting up their own

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Social Media Marketing Advantages and Challenges

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Integrated Social Media Marketing

• Large companies design social media efforts that blend with and support other elements of a brand’s marketing strategy and tactics.

• Firms that use social media effectively create brand-related social sharing, engagement, and customer community.

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Mobile Marketing

• Promotional content delivered to consumers through their mobile devices

• Engage customers anywhere, anytime during the buying and relationship-building processes

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Direct Mail Marketing

• Sending an offer, announcement, reminder, or other item directly to a person at a particular address• Tangible and creates emotional connection with

customers• Effective component of a broader integrated

marketing campaign• Direct and personalized• Sent to consumers who want to receive it

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Catalog Marketing

• Print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online• Eliminates printing and mailing costs• No space constraints • Broader assortment of presentation formats• Real-time merchandising capabilities

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Telemarketing and Direct-Response Television (DRTV) Marketing

• Telemarketing: Selling directly to customers using the telephone• Outbound and inbound telephone marketing• Rise of do-not-call legislation resulted in opt-in

calling systems

• Direct-response television (DRTV) marketing• Direct-response television advertising• Interactive TV (iTV) advertising

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Kiosk Marketing

• Product or service information and ordering machines placed by companies

• Advancements• Wireless-enabled• Face recognition

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Public Policy Issues in Direct and Digital Marketing

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Irritation, Unfairness, Deception, and Fraud

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Consumer Privacy

• Fear of invasion of privacy • Ready availability of information leaves

consumers open to abuse

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Need for Action

• Government actions• Do-not-call, Do-not-mail, Do-not-track lists• Can Spam legislation• Congressional legislation – Give more control to

consumers over use of online information• Federal Trade Commission (FTC) - Policing online

privacy

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Need for Action

• Marketers’ actions• Self-regulatory principles• Advertising option icon• Privacy rights of children

• Companies’ actions • Own security measures• Industry-wide measures

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Learning Objectives

• Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies.

• Identify and discuss the major forms of direct and digital marketing.

• Explain how companies have responded to the Internet and the digital age with various online marketing strategies.

14 - 28


Learning Objectives

• Discuss how companies use social media and mobile marketing to engage consumers and create brand community.

• Identify and discuss the traditional direct marketing forms and overview public policy and ethical issues presented by direct marketing.

14 - 29

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mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.

Copyright © 2015 Pearson Education, Inc.Copyright © 2015 Pearson Education, Inc.

armstrong mai12 inppt_14

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