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24 Cards in this Set
- Front
- Back
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What is Direct Marketing? |
Definition: Connecting directly with carefully targeted segments or individual consumers, often on a one-to-one interactive basis. -> Marketing Channel without intermediaries. ->Element of the Promotion Mix ->Fastest growing form of marketing. |
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What are customer benefits of Direct Marketing? |
-Convenience. -Ready access to many products. -Access to comparative information about companies, products and competitors. -Interactive and immediate. -Private. |
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What are seller benefits of Direct Marketing? |
-Tool to build customer relationships. -> Able to get to know customers through personal channels and get to know their needs. - Aids in coming up with ideas for products. -Low-cost, efficient, fast alternative to reach markets. -Fast and Flexible (internet, phone calls). -Access to buyers not reachable through other channels. - Allows for speedy adjustments to products (price or perception) |
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What is a Customer Database? |
-An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic and behavioural (buying behaviour) data. -> Customer-relationship building tool. -> Includes all aspects of purchasing history. -> Used in locating potential new customers and generation of sales leads. |
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What is Direct-Mail Marketing? |
-Sending an offer, announcement, reminder or other item to a person at a particular physical or virtual address. ->Personalized. -> Easy to measure results. ->Costs more than mass media. ->Better results than mass media. ->Ex: Voicemail, Text, E-mail, Snail Mail. -> Can be used effectively in combo with other media (company websites, sending URLs etc..) |
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What is Catalogue Marketing? |
- Involves printed and web-based catalogues. -Web-based becoming increasingly popular. -> Benefits: Lower cost than printed Unlimited amount of merchandise Real-time merchandising Interactive Content Promotional Features
-> Challenges: Require Marketing Difficulties in attracting new customers |
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What is Telephone Marketing? |
- Using Phone Calls to sell to customers and business customers ->Outbound telephone marketing sells directly to consumers and businesses. ->Inbound telephone marketing uses toll-free numbers to receive orders from television and print ads, direct mail, and catalogues. |
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What is Direct-Response Television Marketing? |
- 60- to 120-second advertisements that describe products and give customers a toll-free number or website to make a purchase as well as 30-minute infomercials, such as home shopping channels. –> Less expensive than other forms of promotion and easy to track results |
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What is Kiosk Marketing? |
- Placing information on machines in public areas, such as in stores, airports, and other locations. |
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List some new Digital Direct Marketing Technologies. |
– Mobile phone (Smartphone) marketing – Podcasts |
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What is Online Marketing? |
-Fastest-growing form of direct marketing. -Company’s efforts to market products and services and build customer relationships over the Internet. |
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What are Click-only companies? |
-Dot-coms which operate online only and have no brick-and-mortar (physical) presence. -> Ex: E-Bay, Amazon |
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What are Click-and-mortar companies? |
-Traditional brick-and-mortar companies that have added online marketing to their operations. -> Ex: Every company really.. |
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Outline the Online Marketing Domains? |
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What is Business-to-Consumer Online Marketing? |
- Selling goods and services online to final consumers. |
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What is Business-to-Business Online Marketing? |
- Selling goods and services, reach new business customers, serve current customers more effectively, provide information online to businesses, obtain buying efficiencies and beer prices and building business customer relationships. |
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What is Consumer-to-Consumer Marketing |
Consumer to consumer (C2C) occurs on the Web between interested parties over a wide range of products and subjects:
• Kijiji • Social Networks |
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What is Customer-to-Business Marketing? |
-Consumers communicating with companies to send suggestions and questions via company websites. |
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Talk about Setting up an Online Marketing Presence. |
-Creating a website requires designing an attractive site and developing ways to get consumers to visit the site, remain on the site, and return to the site. |
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What is a Corporate Website? |
-Website that builds customer goodwill and to supplement other channels, rather than to sell the company’s products directly to: – Provide information – Create excitement – Build relationships |
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What is a Marketing Website? |
-Website that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome. |
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What are the 7 C's in developing an effective website? |
Context: The site’s layout and design Content: The text, pictures, sound, and video that the website contains Community: The ways in which the site enables user-to-user communication Customization: The site’s ability to tailor itself to different users or to allow users to personalize the site Communication: The ways in which the site enables site-to-user, user-to- site, or two-way communication Connection: The degree to which the site is linked to other sites Commerce: The site’s capability to enable commercial transactions |
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List different forms of Online Advertisements |
-Banners - Interstitials -Pop-ups -Rich-media advertisements -Search related ads -Content Sponsorships - Alliances - Viral Marketing -Affiliate Programs |
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Talk about Creating or Participating in Online Social Networks. |
Social networks (web communities) allow members to congregate online and exchange views on issues of common interest: – Twitter – Flickr |
