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Marketing Chapter 14: Direct, Online, Social Media and Mobile Marketing

Terms in this set (17)

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
Digital and social media marketing
Using digital marketing tools such as web sites, social media, mobile apps and ads, online video, email, and blogs that engage consumers anywhere, anytime via their digital devices
Multichannel marketing
Marketing both through stores and other traditional offline channels and through digital, online, social media, and mobile channels
Online marketing
Marketing via the internet using company web sites, online ads and promotions, email, online video, and blogs
Marketing Web Site
A web site that interacts with consumers to move them closer to a direct purchase or other marketing outcome
Branded community web site
A web site that presents brand content that engages consumers and creates customer community around brand
Online advertising
Advertising that appears while consumers are browsing online, including display ads, search-related ads, online classifieds, and other forms
Email marketing
Sending highly targeted, highly personalized, relationship-building marketing messages via email
Spam
Unsolicited, unwanted commercial email messages
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 our or pass it along to friends
Blogs
Online journals where people and companies post their thoughts and other content, usually related to narrowly defined topics
Social media
Independent and commercial online communities where people congregate, socialize, and exchange views and information
Mobile marketing
Marketing messages, promotions, and other content delivered to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices
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
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