Marketing: An Introduction - Direct, Online, Social Media, and Mobile Marketing

Flashcards covering key vocabulary from the Direct, Online, Social Media, and Mobile Marketing lecture.

Direct and Digital Marketing

Engaging directly with targeted individual consumers and customer communities to obtain an immediate response.

Direct Marketing (Traditional)

A supplementary channel or medium (e.g., direct mail, online catalogs, and social media pages).

Rapid Growth of Direct and Digital Marketing

Fastest-growing form of marketing that is becoming more Internet-based.

Benefits of Direct and Digital Marketing to Buyers

Convenient, easy, private, provides easy buyer-seller interaction, quick access to products and relevant information, and brand engagement and community.

Benefits of Direct and Digital Marketing to Sellers

Low-cost, efficient, and speedy, builds close, personalized, interactive, one-to-one customer relationships, and greater flexibility.

Online Marketing

Websites, online advertising, email, online videos, blogs

Online advertising

Appears while consumers are browsing online

Email marketing

Sending highly targeted, highly personalized, relationship-building marketing messages via email

Spam

Unsolicited, unwanted commercial email messages

Viral marketing

Digital version of word-of-mouth marketing. Videos, ads, and other marketing content that customers seek out or pass along to friends

Social media

Independent and commercial online communities where people congregate, to socialize and share messages, opinions, pictures, videos, and other content

Mobile Marketing

Promotional content delivered to consumers through their mobile devices

Direct-Mail Marketing

Sending an offer, announcement, reminder, or other item directly to a person at a particular address

Catalog Marketing

Print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online

Telemarketing

Selling directly to customers using the telephone

Direct-response television (DRTV) marketing

Direct marketing via television, including direct-response television advertising (or infomercials) and interactive television (or iTV) advertising

Kiosk Marketing

Product or service information and ordering machines placed by companies