Chapter 17 Flashcards
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.
Direct-to-consumer (DTC) brands
Brand that avoid direct competition with established traditional brand by selling and shipping directly to consumers only through online and mobile channels.
Direct and social media marketing
Using digital marketing tools such as websites, social media, mobile apps and ads, online video, email, and blogs that engage consumers anywhere, anytime via their digital devices.
Omni-channel retailing
Creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping.
Online marketing
Marketing via the internet using company websites, online ads and promotions, email, online video, and blogs.
Marketing website
A website that engages consumers to move them closer to a direct purchase or other marketing outcome.
Brand community website
A website that presents brand content that engages consumers and creates customer community around a brand.
Online advertising
Advertising that appears while consumers are browsing online, including display ads and search-related ads.
Email marketing
Sending highly targeted, highly personalized, relationship-building marketing messages via email.
Spam
Unsolicited, unwanted commercial email messages.
Viral marketing
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.
Blogs
Online forums where people and companies post their thoughts and other content, usually related to narrowly defined topics.
Social media
Independent and commercial online social networks where people congregate to socialize and share messages, opinions, pictures, videos, and other content.
Mobile marketing
Marketing messages, promotions, and other content delivered to on-the-go consumers through their mobile devices.
Direct-mail marketing
Marketing that occurs bus ending an offer, announcement, reminder, or other item directly to a person at a particular address.
Catalog marketing
Direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online.
Telemarketing
Using the telephone to sell directly to customers.
Direct-response television (DRTV) marketing
Direct marketing via television that persuasively describes a product and give customers a toll-free number or an online site for ordering.
