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

Overview

  • Focuses on the integration of digital and direct marketing techniques within consumer engagement.

Coca-Cola: Brand Integration

  • Coca-Cola’s digital and social media campaigns enhance consumer engagement.

  • Aim to establish brand conversations and build community loyalty.

Learning Objectives

Objective 17.1

  • Definition: Explain direct and digital marketing, emphasizing their growth and customer/company benefits.

Objective 17.2

  • Identify major forms of direct and digital marketing.

Objective 17.3

  • Explain corporate responses to digital marketing strategies.

Objective 17.4

  • Discuss the role of social media and mobile marketing in consumer engagement and brand community building.

Objective 17.5

  • Identify traditional direct marketing formats and address public policy and ethical concerns in direct marketing.

Direct and Digital Marketing

Definition

  • Engaging directly with consumers to elicit immediate responses and cultivate relationships.

New Direct Marketing Model

  • Examples like Expedia showcase a full commitment to direct and digital marketing.

  • Emphasis on platforms such as Travelocity.com for navigation and travel.

Growth

  • Digital marketing is the fastest-growing marketing form, with a significant shift towards internet-based strategies.

Benefits to Buyers

  • Convenience: Easy access to products.

  • Information Access: Ability to compare companies and products.

  • Interactivity: Enhanced engagement through immediate feedback and communications.

  • Example: MoonPie’s adept use of real-time social media interactions.

Benefits to Sellers

  • Relationship Building: Helps in developing lasting connections with customers.

  • Cost Efficiency: More affordable and faster in reaching target markets than traditional methods.

  • Market Expansion: Access to demographics unreachable through other channels.

Major Forms of Direct and Digital Marketing

  • Overview and identification of traditional and digital forms of marketing.

Marketing in the Digital Age

Omni-channel Retailing

  • Integration of shopping experiences across channels—online, in-store, mobile.

  • Home Depot Example: Striving for seamless customer experiences across all shopping platforms.

Online Marketing

  • Utilizes websites, online ads, and promotions for consumer engagement.

  • Branded Community Websites: Cultivating consumer communities around brand identities.

Online Advertising

  • Varieties include display ads, search-related ads, and online classifieds.

  • Email Marketing: Personalized communications that strengthen customer relationships while addressing spam concerns.

Online Video and Blogs

  • Video Marketing: Using social platforms for viral content distribution.

  • Blogs: Offering insights and engaging narratives—like Disney's tailored blog content.

Social Media and Mobile Marketing

Advantages of Social Media

  • Highly targeted, interactive, and provides real-time engagement opportunities.

Challenges in Social Media Marketing

  • User control necessitates brands earn their spot and handle potential backlash effectively.

Mobile Marketing

  • Facilitates timely communication via consumers’ mobile devices.

  • Example: TripAdvisor's app enhances real-time travel information accessibility.

Traditional Direct Marketing Forms

Direct-Mail Marketing

  • Personalized offers sent to specific addresses with measurable outcomes.

Catalog Marketing

  • Printed and web-based catalogs providing extensive product information and real-time merchandising.

Telemarketing

  • Direct consumer engagement through inbound and outbound phone calls.

Television Marketing

  • Involves short advertisements and infomercials to encourage direct purchases.

Kiosk Marketing

  • In-store tools allowing immediate product location and purchase.

Public Policy Issues

Ethical Concerns

  • Irritation: Risk of annoying consumers.

  • Unfairness: Potential exploitation of less savvy buyers.

  • Deception and Fraud: Marketing practices that mislead or exploit vulnerabilities.

  • Privacy: Questions surrounding consumer data handling and protection.

Regulatory Actions

  • General Data Protection Regulation (GDPR)

  • Children’s Online Privacy Protection Act (COPPA)