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Chapter 15

COMM 223 Chapter 15: COMM 223 Chapter 15

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COMM 223
Bonnie Feigenbaum

Comm 223 chapter 15 notes Direct, online, social media, and mobile marketing 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 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 The new direct marketing model Direct marketing: - 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 - Supplemental medium - New model for doing business - Sole approach for some (Amazon, eBay) Rapid growth of direct and digital marketing - 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 - Fastest-growing form of direct 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. Through direct marketing, buyers can interact with sellers by phone or on the seller’s site or app to create exactly the configuration of information, product, or services they want and then order them on the spot. For consumers who want it, digital marketing through online, mobile, and social media provides a sense of brand engagement and a community: a place to share brand information and experiences with other brand fans. For sellers, direct marketing often provides low-cost, efficient, speedy alternative for reaching their markets. Because of one-to-one nature of direct marketing, companies can interact with customers by phone or online, learn about needs and personalize products Digital marketing also offers sellers greater flexibility (ongoing adjustments to prices and programs, personal announcements and offers) Comm 223 chapter 15 notes Forms of direct and digital marketing Digital and social media marketing Digital and social media marketing: using digital marketing tools such as websites, social media, mobile apps and ads, online video, email, and blogs that engage consumers anywhere, anytime via their digital devices (real time marketing) Marketing, the internet, and the digital age To reach the burgeoning market of digital age, most companies now market online Multichannel marketing: marketing both through stores and other traditional offline channels and through digital, online, social media and mobile channels - Multichannel marketing companies are having more online success than most online-only competitors Online marketing Online marketing: marketing via the internet using company websites, online ads and promotions, email, online video, and blogs Websites and branded web communities First step for most companies conducting online marketing is to create a website Marketing websites: a site that interacts with consumers to move them closer to a direct purchase or other marketing outcome Branded community websites: a site that presents a brand content that engages consumers and creates customer community around a brand (don’t try to sell anything and designed to build customer goodwill and to supplement other channels) - Provide information - Create excitement - Build relationships Comm 223 chapter 15 notes Online advertising Online advertising: advertising that appears while consumers are browsing online, including display ads, search-related ads, online classifieds, and other forms The largest form of online advertising is search-related ads (or contextual advertising) which are text-based ads and links that appear alongside search engine Email marketing Email marketing: sending highly targeted, highly personalized, relationship-building marketing messages via email - Cost-efficient, high ROI - Multiple uses When used properly, email can be the ultimate direct marketing medium. But there’s a dark side to the growing use of email marketing: Spam: unsolicited, unwanted commercial email messages To address these concerns, most legitimate marketers now practice permission-based email marketing, sending email pitches only to consumers who “opt in”. Online videos Viral marketing: the digital version of word-of-mouth marketing: videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends Because customers find and pass along the message or promotion, viral marketing can be very inexpensive, and when video or other information comes from a friend, the recipient is more likely to view it or read it However, marketers usually have little control over where their viral messages and up Blogs and other online forums Blogs: online journals where people and companies post their thoughts and other content, usually related to narrowly defined topics Most marketers are now tapping into the blogosphere as a medium for reaching their customer communities Advantages: Offer fresh, original personal and cheap way to enter into consumer online conversations. Marketers can use insights from consumer online conversations to improve their marketing programs Disadvantages: Blogosphere is cluttered and difficult to control Social media marketing Social media: independent and commercial online communities where people congregate, socialize, and exchange views and information Using social media Although large social media networks grab most of the headlines, countless niche social media have also emerged. Niche online social networks cater to the needs of smaller communities of like-minded people, making them ideal vehicles for marketers who want to target special interest groups. There’s at least one social media network for just about every interest or hobby Beyond these independent social media, many companies have created their own online brand communities (nike + running community) Comm 223 chapter 15 notes Social media marketing advantages and challenges Advantages Disadvantages • Targeted and personal • Still experimental –
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