COMM 2401 Chapter Notes - Chapter 15: Social Media Marketing, Digital Marketing, Multichannel Marketing
13 Dec 2018
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Chapter 15: direct, online, social media, and mobile marketing. Direct and digital marketing: engaging directly with carefully targeted consumers and customer communicates to both obtain an immediate response and build lasting customer relationships. Used by companies to tailor offers and content to the needs and interests of narrowly de ned segments or individual buyers builds customers engagement, brand communicate and sales. Digital direct marketing is claiming a surging share of marketing spending and sales. Digital marketing spending is second in marketing spending to tv. Bene ts of direct and digital marketing to buyers and sellers. For buyers: convenient, easy, and private, access anywhere, anytime to unlimited number of information and products, provides a sense of brand engagement and community. For sellers: low-cost, ef cient, speedy, personalize products to speci c customer tastes, greater exibility (adjustments to price and programs) Major forms of direct and digital marketing: (1) digital and social media marketing (2) traditional direct marketing.
