MKT 300 Lecture Notes - Lecture 14: Social Media Marketing, Online Advertising, Brand Engagement
Document Summary
First stop: facebook: deep impact and influence on the lives of millions of users, can become one of the world"s most powerful and profitable online marketers, realized it must make its own marketing and moneymaking moves. Direct and digital marketing: engaging directly with targeted individual consumers and customer communities to: Build lasting customer relationships: build customer engagement, brand community, and sales. New direct-marketing model: used as a supplementary channel or medium, constitutes a complete model for doing business today. Rapid growth of direct and digital marketing: fastest-growing form of marketing, direct marketing becoming more internet-based, claims a surging share of marketing spending and sales. Online display and search advertising, video, social media, mobile, email. Benefits of direct and digital marketing to buyers: buyers. Quick access to products and relevant information. Build close, personalized, interactive, one-to-one customer relationships. Forms of direct and digital marketing: digital and social media marketing.
