6 - Direct, Online, Social Media Marketing Flashcards Preview

Operational Marketing > 6 - Direct, Online, Social Media Marketing > Flashcards

Flashcards in 6 - Direct, Online, Social Media Marketing Deck (19)
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1
Q

direct and digital marketing

A

fastest growing form of marketing

engages directly w/ carefully targeted consumers + communities

  • tailors offers + content to the needs and interests of defined segments or individual buyers
2
Q

what is built though digital marketing

A

customer engagement
brand community
sales

3
Q

new direct marketing model

A

direct and digital marketing constitute a complete model for doing business

4
Q

benefits of direct and digital marketing to buyers

A

convenience

ready access to many products

access to comparative information about companies, products and competitors

interactive and immediate

5
Q

benefits of direct and digital marketing to sellers

A

tool to build customer relationships

low cost, efficient + fast to reach markets

flexible

access to buyers not reachable though other channels

6
Q

real-time marketing

A

links brands to important moments and trending events in customer’s lives

powerful tool to build:

  • personalised relationships
  • customer engagement
  • community
7
Q

digital & social media marketing forms (4)

A

multichannel marketing

online marketing

social media marketing

mobile marketing

8
Q

multichannel marketing

A

marketing through traditional offline channels as well as through digital and social media channels

  • multichannel marketing companies are having more success than their online only competitors
9
Q

forms of online marketing

A

websites - marketing websites & branded community websites

online advertising - appears while consumers browse

email marketing - sending targeted, personalized, relationship-building messages

viral marketing - digital version of word-of-mouth

online video marketing - digital video content on brand websites or social media

blogs - online journals

social media - independent and commercial online communities where people congregate, socialize and exchange views and information

10
Q

social media marketing

A

allows companies to address a range of stakeholders

  • establishment of a firm’s desired social media “culture” and “tone”
  • platforms have analytics tools: enable companies to track the engagement of ad campaigns
11
Q

advantages of social media marketing

A
\+ targeted & personal
\+ interactive
\+ immediate & timely
\+ real time marketing
\+ cost effective
12
Q

mobile marketing

A

delivers messages (eg. promotions) to on-the-go consumers through mobile devices

13
Q

traditional direct marketing forms (5)

A

direct mail marketing (announcements & offers)

catalogue marketing (printed & web based)

telemarketing (outbound & inbound)

direct-response TV marketing (long & short form)

kiosk marketing (info & ordering machines)

14
Q

issues in direct & digital marketing (6)

A

irritation (annoying customers)

unfairness (take advantage of impulse purchases)

deception (heat merchants)

fraud (identity theft & financial scams) -> phishing

access by unauthorised groups (eg. minors)

lack of consumer privacy

15
Q

cross media marketing

A

form of cross-promotion in which promotional companies commit to surpass traditional advertisement techniques and decide to include extra appeals to the products

16
Q

how to use cross media marketing

A
  • give users access to exclusive content
  • interact
  • enhance the watching experience
  • recreate the atmosphere to another medium
  • use multiple devices system
17
Q

retail media

A

marketing to consumers near the point of purchase/choice between competing brands or products

techniques include:

  • in-store advertising
  • online advertising
  • sampling
  • coupons/vouchers
18
Q

display advertising

A

advertising on third party website/apps through banners or other ad formats made of text, images, flash, video and audio

19
Q

search engine marketing (SEM)

A

involves the promotion of websites by increasing their visibility in search engine results pages

  • search engine optimization