Chapter 15

Front 1

Direct and digital marketing:

Back 1

Engaging directly with carefully targeted individual customers and customer communities to both obtain an immediate response and build lasting customer relationships.

Front 2

Digital and social media marketing:

Back 2

Using digital marketing tools such as websites. social media, mobile apps and ads, online video, email, and blogs that engage consumers everywhere, any time via their digital devices.

Front 3

Multichannel marketing:

Back 3

Marketing both through stores and other tradition offline channel and through digital, online, social media, and mobile channels.

Front 4

Online marketing:

Back 4

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

Front 5

Marketing website:

Back 5

A sit that interacts with customers to move them closer to a direct purchase or other marketing outcome.

Front 6

Branded community website:

Back 6

A site that presents brand content that engages consumers and creates customer community around a brand.

Front 7

Online advertising:

Back 7

Advertising that appears while consumers are browsing online, including display ads, search-related ads, online classifieds, and over forms.

Front 8

Email marketing:

Back 8

Sending highly targeted, highly personalized, relationship-building marketing messages via email.

Front 9

Spam:

Back 9

Unsolicited, unwanted commercial email messages.

Front 10

Viral marketing:

Back 10

The digital version of word-of-mouth marketing: videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends.

Front 11

Blogs:

Back 11

Online journals where people and companies post their thoughts and other content, usually related to narrowly defined topics.

Front 12

Social media:

Back 12

Independent and commercial online communities where people congregate, socialize, and exchange views and information.

Front 13

Mobile marketing:

Back 13

Marketing messages, promotions, and other content delivered to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices.

Front 14

Direct mail marketing:

Back 14

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

Front 15

Catalog marketing:

Back 15

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

Front 16

Telemarketing:

Back 16

Using the telephone to sell directly to customers.

Front 17

Direct-response television (DRTV) marketing:

Back 17

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