Chapter 14: Direct, Online, Social Media and Mobile Marketing Flashcards
(26 cards)
Engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships
Direct and digital marketing
Using digital marketing tools such as Web sites, social media, mobile apps and ads, online video, email, and blogs to engage consumers anywhere, anytime via their digital devices
Digital and social media marketing
Marketing via the internet using company web sites, online ads and promotions, email, online video, and blogs
Online marketing
A Web site that engages consumers to move them closer to a direct purchase or other marketing outcome
Marketing Web Site
A web site that presents brand content that engages consumers and creates customer community around a brand
Branded community web site
Advertising that appears while consumers are browsing online, including display ads and search related ads
Online advertising
Sending highly targeted, tightly personalized, relationship-building marketing messages via email
Email marketing
Unsolicited, unwanted commercial email messages
Spam
The digital version of word-of-mouth marketing: videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends
Viral marketing
Online forums where people and companies post their thoughts and other content, usually related to narrowly defined topics
Blogs
Independent and commercial online social networks where people congregate to socialize and share messages, opinions, pictures, videos, and other content
Social media
Marketing messages, promotions, and other marketing content delivered to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices
Mobile marketing
Marketing that occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address
Direct-mail marketing
Direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online
Catalog marketing
Using the telephone to sell directly to customers
Telemarketing
Direct marketing via television, including direct response television advertising (or infomercials) and interactive television advertising
Direct-response television (DRTV) marketing
Creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping experience
Omni-channel retailing
The 7C’s of effective web site design
Context Content Customization Communication Community Connection Commerce
Layout and design refers to what C in the 7C’s
Context
Text, pictures and video refers to which of the 7C’s
Content
User can customize site refers to which of the 7C’s
Customization
User-site communication refers to which of the 7C’s
Communication
User-user communication refers to which of the 7C’s
Community
Site is linked to other sites refers to which of the 7C’s
Connection
