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Copyright © 2015 Pearson Education, Inc.
Learning Objectives
• Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies.
• Identify and discuss the major forms of direct and digital marketing.
• Explain how companies have responded to the Internet and the digital age with various online marketing strategies.
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Copyright © 2015 Pearson Education, Inc.
Learning Objectives
• Discuss how companies use social media and mobile marketing to engage consumers and create brand community.
• Identify and discuss the traditional direct marketing forms and overview public policy and ethical issues presented by direct marketing.
14 - 3
Copyright © 2015 Pearson Education, Inc.
First Stop: Facebook
• Deep impact and influence on the lives of millions of users
• Can become one of the world’s most powerful and profitable online marketers
• Realized it must make its own marketing and moneymaking moves
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Copyright © 2015 Pearson Education, Inc.
Direct and Digital Marketing
• Engaging directly with targeted individual consumers and customer communities to:• Obtain an immediate response • Build lasting customer relationships
• Build customer engagement, brand community, and sales
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Copyright © 2015 Pearson Education, Inc.
New Direct-Marketing Model
• Used as a supplementary channel or medium
• Constitutes a complete model for doing business today
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Copyright © 2015 Pearson Education, Inc.
Rapid Growth of Direct and Digital Marketing
• Fastest-growing form of marketing• Direct marketing becoming more Internet-
based• Claims a surging share of marketing spending
and sales• Online display and search advertising, video,
social media, mobile, e-mail
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Benefits of Direct and Digital Marketing to Buyers
• Buyers• Convenient, easy,
and private• Easy buyer-seller
interaction• Quick access to
products and relevant information
• Brand engagement and community
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• Sellers• Low-cost, efficient,
and speedy• Build close,
personalized, interactive, one-to-one customer relationships
• Offer greater flexibility
Copyright © 2015 Pearson Education, Inc.
Figure 14.1 - Forms of Direct and Digital Marketing
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Marketing, the Internet, and the Digital Age
• Digital and social media marketing: Using digital marketing tools to engage consumers anywhere, anytime via their digital devices
• Changed customers’ notions of:• Convenience, speed, price, product information,
service, and brand interactions
• Multichannel marketing: Using both traditional and digital marketing channels
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Online Marketing
• Marketing via the Internet using company Web sites, online ads and promotions, e-mail, online video, and blogs
• Marketing Web sites: Interact with consumers to move them closer to a direct purchase or other marketing outcome
• Branded community Web sites: Present brand content that engages consumers and creates customer community around a brand
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Online Advertising and E-Mail Marketing
• Online advertising: Appears while consumers are browsing online
• E-mail marketing: Sending highly targeted, highly personalized, relationship-building marketing messages via e-mail• Spam: Unsolicited, unwanted commercial e-mail
messages
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Online Videos
• Can engage millions of consumers • Viral marketing: Videos, ads, and other
marketing content that customers seek out or pass along to friends
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Blogs and Other Online Forums
• Online journals of narrowly defined topics where people and companies post their thoughts and other content• Benefit - Offers a fresh, original, personal, and
inexpensive way to enter into consumer online conversations
• Limitation - Consumer-controlled medium
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Copyright © 2015 Pearson Education, Inc.
Social Media Marketing
• Social media: Independent and commercial online communities where people congregate, socialize, and exchange views and information
• Marketers engage in social media by:• Using the existing ones• Setting up their own
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Social Media Marketing Advantages and Challenges
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Integrated Social Media Marketing
• Large companies design social media efforts that blend with and support other elements of a brand’s marketing strategy and tactics.
• Firms that use social media effectively create brand-related social sharing, engagement, and customer community.
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Copyright © 2015 Pearson Education, Inc.
Mobile Marketing
• Promotional content delivered to consumers through their mobile devices
• Engage customers anywhere, anytime during the buying and relationship-building processes
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Direct Mail Marketing
• Sending an offer, announcement, reminder, or other item directly to a person at a particular address• Tangible and creates emotional connection with
customers• Effective component of a broader integrated
marketing campaign• Direct and personalized• Sent to consumers who want to receive it
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Copyright © 2015 Pearson Education, Inc.
Catalog Marketing
• Print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online• Eliminates printing and mailing costs• No space constraints • Broader assortment of presentation formats• Real-time merchandising capabilities
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Copyright © 2015 Pearson Education, Inc.
Telemarketing and Direct-Response Television (DRTV) Marketing
• Telemarketing: Selling directly to customers using the telephone• Outbound and inbound telephone marketing• Rise of do-not-call legislation resulted in opt-in
calling systems
• Direct-response television (DRTV) marketing• Direct-response television advertising• Interactive TV (iTV) advertising
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Kiosk Marketing
• Product or service information and ordering machines placed by companies
• Advancements• Wireless-enabled• Face recognition
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Public Policy Issues in Direct and Digital Marketing
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Irritation, Unfairness, Deception, and Fraud
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Consumer Privacy
• Fear of invasion of privacy • Ready availability of information leaves
consumers open to abuse
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Need for Action
• Government actions• Do-not-call, Do-not-mail, Do-not-track lists• Can Spam legislation• Congressional legislation – Give more control to
consumers over use of online information• Federal Trade Commission (FTC) - Policing online
privacy
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Need for Action
• Marketers’ actions• Self-regulatory principles• Advertising option icon• Privacy rights of children
• Companies’ actions • Own security measures• Industry-wide measures
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Copyright © 2015 Pearson Education, Inc.
Learning Objectives
• Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies.
• Identify and discuss the major forms of direct and digital marketing.
• Explain how companies have responded to the Internet and the digital age with various online marketing strategies.
14 - 28
Copyright © 2015 Pearson Education, Inc.
Learning Objectives
• Discuss how companies use social media and mobile marketing to engage consumers and create brand community.
• Identify and discuss the traditional direct marketing forms and overview public policy and ethical issues presented by direct marketing.
14 - 29
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2015 Pearson Education, Inc.Copyright © 2015 Pearson Education, Inc.