COMM 223 Chapter Notes - Chapter 15: Social Media Marketing, Digital Marketing, Multichannel Marketing

• School: Concordia University
• Department: Commerce
• Course: COMM 223
• Professor: Bonnie Feigenbaum

Document Summary

Mass marketing: targeting broad markets with standardized messages and offers distributed through intermediaries. Direct marketing: marketing channel without intermediaries, an element of the promotion mix, the fastest- growing form of marketing. Direct and digital marketing: engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. Direct distribution: marketing channels that contain no intermediaries. Direct and digital marketing elements are part of the promotion mix, an approach for engaging consumers directly and creating brand community. Direct and digital marketing have become the fastest growing form of marketing. Continues to become more internet based, and digital direct marketing is claiming a surging share of marketing spending and sales. Benefits of direct and digital marketing to buyers and sellers. For buyers, direct and digital marketing are convenient, easy, and private. They give buyers anywhere, any time access to an almost unlimited assortment of goods and a wealth of products and buying information.