MGT252H5 Chapter Notes - Chapter 15: Social Media Marketing, Mobile Marketing, Direct Marketing

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20 Dec 2018
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Note: lo 3 and lo 5 are ignored! Direct and digital marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. Companies use direct marketing to tailor their offers and content to the needs and interests of narrowly defined segments or individual buyers. In this way, they build customer engagement, brand community, and sales. Direct marketing is often described as direct distribution as marketing channels that contain no intermediaries. Direct and digital marketing elements are also part of the promotion mix as an approach for engaging consumers directly and creating brand community. Most companies still use direct marketing as a supplementary channel or medium. However, for many companies today, direct & digital marketing are more than just supplementary channels or advertising media they constitute a complete model for doing business. Firms employing this direct model use it as the only approach.

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