Direct, Online, Social Media, and Mobile Marketing

Pertemuan ke-12

Objectives Outline

Objective 1 Direct and Digital Marketing (pp 512–514)

Objective 2 Forms of Direct and Digital Marketing (pp 514–515)

Objective 3 Marketing, the Internet, and the Digital Age (pp 515–521)

Objective 4 Online Marketing, Social Media and Mobile Marketing (pp 521–521)

Objective 5 Traditional Direct Marketing Forms (pp 528–534)

Direct and Digital Marketing

• 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

BENEFIT

• For buyers, direct and digital marketing are convenient, easy, and private. They give b uyers anywhere, anytime access to an almost unlimited assortment of goods and a wealth of product and buying information.

• Buyers can interact with sellers by phone or on the seller’s website or mobile app to create exactly the configuration of information, products, or services they want and then order them on the spot.

• Finally, for consumers who want it, digital marketing through online, mobile, and social media provides a sense of brand engagement and community—a place to share brand information and experiences with other brand fans.

• For sellers, direct marketing often provides a low-cost, efficient, speedy alternative for reaching their markets.

• Direct and digital marketing also offer sellers greater flexibility. They let marketers make ongoing adjustments to prices and programs or to create immediate, timely, and personal

• engagement and offers.

• Especially in today’s digital environment, direct marketing provides opportunities for real-time marketing that links brands to important moments and trending events in customers’ lives.

Forms of Direct and Digital Marketing

• Direct marketing is rich in tools, from traditional favorites such as direct mail and catalogs to dazzling new digital tools—online, mobile, and social media.

Marketing, the Internet, and the Digital Age

• 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.

“Worldwide, more than 46 percent of the population has internet access. And 30 percent has access to the mobile internet, a number that’s expected to double by 2020 as mobile becomes an ever-more-popular way to get online.”

Today, however, it’s hard to find a company that doesn’t have a substantial online presence. Even companies that have traditionally operated offline have now created their own online sales, marketing, and brand community channels. Traditional store retailers are reaping increasingly larger proportions of their sales online

Online Marketing, Social Media Marketing, and Mobile Marketing

• Direct digital and social media marketing takes any of the several forms include online marketing, social media marketing, and mobile marketing.

Online marketing: Marketing via the internet using company websites, online ads and promotions, email, online video, and blogs.

Social media: Independent and commercial online social networks where people congregate to socialize and share messages, opinions, pictures, videos, and other content.

Mobile marketing: Marketing messages, promotions, and other content delivered to on-the-go consumers through their mobile devices.

Traditional Direct Marketing Forms

• Although the fast-growing digital marketing tools have grabbed most of the headlines lately, traditional direct marketing tools are very much alive and still heavily used.

Direct-mail marketing Marketing that occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address.

Catalog marketing Direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online.

Telemarketing Using the telephone to sell directly to customers.

Direct-response television (DrtV) marketing Direct marketing via television, including direct-response television advertising (or infomercials) and interactive television (iTV) advertising.

Kiosk Marketing As consumers become more and more comfortable with digital and touchscreen technologies, many companies are placing information and ordering machines—called kiosks (good old-fashioned vending machines but so much more)—in stores, airports, hotels, college campuses, and other locations

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