Chapter 17 - Digital, Online, Social Media, and Mobile Marketing

Direct and digital marketing involve engaging directly with targeted individual consumers and customer communities. Example: A local bookstore sends personalized email recommendations to customers based on their past purchases.
Aims to obtain an immediate response and build lasting customer relationships. Example: Amazon's 'Buy Now' button encourages immediate purchases and builds lasting relationships through personalized recommendations.

For many companies, direct and digital marketing constitute a complete model for doing business. Example: Companies like Warby Parker started as online-only businesses, utilizing direct marketing to reach customers.

Direct and digital marketing have become the fastest-growing form of marketing. Example: The rise of e-commerce platforms like Shopify demonstrates the rapid growth of digital marketing.
Direct marketing is increasingly Internet-based. Example: Catalog companies shifting to online platforms.
Digital direct marketing is claiming a surging share of marketing spending and sales. Example: Increased spending on social media ads shows how marketing budgets are shifting to digital channels.

Convenience Example: Online shopping provides a convenient way to purchase items from home.
Ready access to many products Example: Amazon offers a vast selection of products accessible to anyone with internet.
Access to comparative information about companies, products, and competitors Example: Comparison websites like ComparetheMarket that gather information about companies.
Interactive and immediate Example: Live chat support offers immediate assistance and enables interactive engagement.

Tool to build customer relationships Example: Personalized email marketing campaigns help build strong customer relationships.
Low-cost, efficient, fast alternative to reach markets Example: Social media advertising provides a cost-effective way to reach a large audience quickly.
Flexible Example: Digital campaigns can be easily adjusted based on real-time performance data.
Access to buyers not reachable through other channels Example: Reaching customers in rural areas through online advertising.

Using digital marketing tools such as websites, social media, mobile apps and ads, online video, email, and blogs. Example: Using Facebook ads to promote a new product.
Engaging consumers anywhere, anytime via their digital devices. Example: Sending push notifications through a mobile app to remind users of special offers.

Creates a seamless cross-channel buying experience. Example: Target allows customers to order online for in-store pickup.
Integrates in-store, online, and mobile shopping. Example: Retailers like Nordstrom offer a consistent brand experience across all channels.
Creates a single shopping experience. Example: Disney provides a unified experience through its parks, online store, and mobile app.

Marketing via the Internet using company Web sites, online ads and promotions, e-mail, online video, and blogs. Example: A company runs banner ads on websites to drive traffic to their online store.
Marketing Web sites engage consumers to move them closer to a direct purchase or other marketing outcome. Example: E-commerce sites with clear calls-to-action encouraging purchases.
Branded community Web sites present brand content that engages consumers and creates customer community around a brand. Example: Nike's website offers fitness tips, product info, and a community forum for fitness enthusiasts.

Advertising that appears while consumers are browsing online. Example: Display ads on news websites.
Includes display ads, search-related ads, online classifieds, and other forms. Example: Google AdWords campaigns.

Involves sending highly targeted, highly personalized, relationship-building marketing messages via e-mail. Example: Sephora sends personalized product recommendations to its email subscribers.
Spam: Unsolicited, unwanted commercial e-mail messages. Example: Receiving unsolicited emails for products you never signed up for.

Involves posting digital video content on brand Web sites or social media sites such as YouTube, Facebook, and others. Example: Dove's "Real Beauty" campaign utilizes emotional video content to connect with audiences.

The digital version of word-of-mouth marketing. Example: The Old Spice commercials became viral due to their humor and shareability.
Videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends. Example: The Ice Bucket Challenge raised awareness for ALS through viral sharing.

Online journals where people and companies post their thoughts and other content, usually related to narrowly defined topics. Example: HubSpot's blog provides marketing and sales advice to its audience.

Targeted and personal Example: Facebook allows you to target ads based on demographics and interests.
Interactive Example: Brands can engage with customers directly through comments and messages.
Immediate and timely Example: Companies can quickly respond to customer inquiries on Twitter.
Real-time marketing Example: Oreo's "You can still dunk in the dark" tweet during the Super Bowl blackout.
Cost effective Example: Running a social media campaign can be cheaper than traditional advertising.
Engagement and social sharing capabilities Example: Users can like, share, and comment on content, amplifying its reach.

Delivers messages, promotions, and other content to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices. Example: Sending promotional SMS messages to customers.