Chapter 14: Direct, Online, Social Media, and Mobile Marketing

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

Digital Social Media Marketing

online marketing

• websites

• online advertising

• e-mail

• online videos

• blogs

• mobile

Traditional Direct marketing

• face to face selling

• direct mail marketing

• catalog marketing

• telemarketing

Social Media

Conversational tool supported by online forums

Dialogue

New communication model

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

• inspire conversation by providing topics linked directly and indirectly to products that are of interest to the user

Engagement

All about making it relevant to the customer

Investment = time, energy, passions + effort to pursue conversations with customers online

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

Public Policy Issues: Irritation

Loud, long, and insistent TV commercials

• Junk mail and spam

Public Policy Issues: Unfairness

• Taking unfair advantage of impulsive buyers

Public Policy Issues: Deception + Fraud

Investment scams or phony collections for charity

• Internet fraud

• Phishing

• Online and digital security

• Access by vulnerable or unauthorized groups

Consumer Privacy

Fear of invasion of privacy

• Ready availability of information leaves consumers open to abuse

Need for Action

Call to action on social and political issues

Online advertising

Appears while consumers are browsing online

– Banner vs Native Advertising (Paul’s Research Time)

E-mail 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

Blogs + 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

Social Media Marketing

Social media: Independent and commercial online communities where people congregate,

socialize, and exchange views and information

• Using the existing ones

• Setting up their own

Social Media Marketing Advantages 

• Targeted and personal

• Interactive

• Immediate and timely

• Cost effective

• Engagement and social sharing capabilities

Social Media Marketing Challenge

• Still being experimented

• Difficult to measure results

• Largely user controlled

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.

• create brand-related social sharing, engagement, and customer community.

Mobile Marketing

• Promotional content delivered to consumers through their mobile devices

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

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

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