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    Marketing Chapter 17

    Uploaded by

    Sung Minh
    Direct and digital marketing involve engaging directly with targeted consumers and customer communities to obtain immediate responses and build lasting relationships. Companies use these techniques to tailor offers and content to specific customer segments or individuals. For buyers, direct marketing is convenient, interactive, and private; it allows customized purchases in real-time. For sellers, direct marketing builds engagement and close customer relationships. Traditional direct marketing includes face-to-face selling and mail marketing, while digital methods involve websites, emails, videos, and social media. The internet now heavily influences purchases both online and in-stores. Social media in particular creates engagement but lacks control over user content. Traditional direct marketing remains important alongside newer digital techniques.

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    Marketing Chapter 17

    Uploaded by

    Sung Minh
    415 views2 pages
    Direct and digital marketing involve engaging directly with targeted consumers and customer communities to obtain immediate responses and build lasting relationships. Companies use these techniques to tailor offers and content to specific customer segments or individuals. For buyers, direct marketing is convenient, interactive, and private; it allows customized purchases in real-time. For sellers, direct marketing builds engagement and close customer relationships. Traditional direct marketing includes face-to-face selling and mail marketing, while digital methods involve websites, emails, videos, and social media. The internet now heavily influences purchases both online and in-stores. Social media in particular creates engagement but lacks control over user content. Traditional direct marketing remains important alongside newer digital techniques.

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    Direct and digital marketing involve engaging directly with targeted consumers and customer communities to obtain immediate responses and build lasting relationships. Companies use these techniques to tailor offers and content to specific customer segments or individuals. For buyers, direct marketing is convenient, interactive, and private; it allows customized purchases in real-time. For sellers, direct marketing builds engagement and close customer relationships. Traditional direct marketing includes face-to-face selling and mail marketing, while digital methods involve websites, emails, videos, and social media. The internet now heavily influences purchases both online and in-stores. Social media in particular creates engagement but lacks control over user content. Traditional direct marketing remains important alongside newer digital techniques.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    415 views2 pages

    Marketing Chapter 17

    Uploaded by

    Sung Minh
    Direct and digital marketing involve engaging directly with targeted consumers and customer communities to obtain immediate responses and build lasting relationships. Companies use these techniques to tailor offers and content to specific customer segments or individuals. For buyers, direct marketing is convenient, interactive, and private; it allows customized purchases in real-time. For sellers, direct marketing builds engagement and close customer relationships. Traditional direct marketing includes face-to-face selling and mail marketing, while digital methods involve websites, emails, videos, and social media. The internet now heavily influences purchases both online and in-stores. Social media in particular creates engagement but lacks control over user content. Traditional direct marketing remains important alongside newer digital techniques.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    Chapter 17: Direct, online social media and mobile marketing

    1.

    - Direct and digital marketing involve engaging directly with carefully targeted individual
    consumers and customer communities to both obtain an immediate response and build
    lasting customer relationships.

    - companies use direct marketing to tailor their offers and content to the needs and
    interests of narrowly defined segments or individual buyer to build direct customer
    engagement, brand community and sales.

    - For buyer, direct and digital marketing are convenient, easy to use and private. Direct
    marketing is immediate and interactive, allowing buyers to create exactly the configuration
    of information, products or services they desire and then order them on the spot.

    - For consumer, digital marketing through online, mobile, and social media provides a sense
    of brand engagement and community - a place to share brand information and experiences
    with other band fans

    - For sellers, direct and digital marketing are powerful tools for building customer
    engagement and close, personalized, interactive customer relationships.

    2.

    The main forms of direct and digital marketing include traditional direct marketing tools
    and the more recent digital marketing tools. Traditional direct approaches face to face
    personal selling, direct-mail marketing, catalog marketing, tele-sales, TV marketing. The
    traditional tools are still heavily used and very important in most firms’ direct marketing
    efforts. However, digital marketing is website, online ads and promotion, email, online video,
    blogs, mobile marketing.

    3.

    The digital age has fundamentally changed customers’ notions of convenience, speed, price,
    product information, service and brand interactions. The internet now influences a large
    proportion of total sales—including sales transacted online plus those made in stores but
    encouraged by online research. Online marketing takes several forms, including company
    websites, online advertising and promotions, email marketing, online video, and blogs. Social
    media and mobile marketing also take place online. Online advertising has become a major
    promotional medium. The main forms of online advertising are display ads and search-
    related ads. Another important form of online marketing is posting digital video content on
    brand websites or social media. Finally, companies can use blogs as effective means of
    reaching customer communities.
    4

    Social media are targeted and personal, interactive, immediate and timely, and cost-
    effective. The biggest advantage is their engagement and social sharing capabilities, making
    them ideal for creating customer community. Consumers’ control over social media content
    makes social media difficult to control.

    Traditional direct marketing tools are very much alive and still heavily used. The major forms
    are face-to-face or personal selling, direct-mail marketing, catalog marketing, telemarketing.
    Direct marketers and their customers usually enjoy mutually rewarding relationships. The
    aggressive and sometimes shady tactics of a few direct marketers can bother or harm
    consumers, giving the entire industry a black eye. Abuses range from simple excesses that
    irritate consumers to instances of unfair practices or even outright deception and fraud. The
    direct marketing industry has also faced growing concerns about invasion- of-privacy and
    internet security issues.

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