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Questions and Answers
What is direct and digital marketing primarily focused on?
What does Oi-channel retailing involve?
Connecting online and in-store experiences seamlessly
Total digital advertising spending now accounts for the largest share of media spending. True or False?
True
What is a benefit of direct and digital marketing to sellers? It is __________.
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Match the direct marketing method with its description:
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What type of marketing involves infectious marketing events that customers pass along to friends?
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SEO stands for Search Engine Organization. True or False?
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What is the primary goal of direct and digital marketing?
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What is a key advantage of direct mail marketing over digital forms?
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What type of data is typically collected in a customer database?
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What is the primary benefit of targeted marketing in direct and digital marketing?
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What is an example of specialized direct marketing?
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What is a consequence of poorly executed direct mail marketing?
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What is a key feature of omni-channel retailing?
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What are the four key feedback metrics used to measure a firm's social media activity?
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Why are legislators, marketers, and consumers concerned about aggressive marketing tactics?
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What is the primary focus of the Privacy Act 2020 in New Zealand?
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What is an example of 'beyond digital' issues in marketing?
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What is an example of 'irritation' in marketing?
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What is a key aspect of the Privacy Act 2020 in New Zealand?
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What is a public policy issue in marketing?
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What is the purpose of measuring social media activity using key feedback metrics?
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Why is privacy legislation important in marketing?
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What is the primary goal of digital marketing?
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What is an example of online interaction in digital marketing?
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What is the main characteristic of native advertising?
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What is the primary focus of branded content?
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What is the primary goal of interactivity in digital marketing?
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What is an example of a marketing event that customers will want to pass along to friends?
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What is the role of digital marketing in an integrated marketing communications program?
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What is the primary goal of building connections with consumers through social media?
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What is a key consideration for a business using SEO?
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What is an advantage of using influencers in marketing?
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What is the primary benefit of an integrated marketing communication (IMC) strategy?
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What is a critical step in using social media effectively?
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What is a potential drawback of using influencers in marketing?
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What is the primary goal of SEO?
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Study Notes
Direct and Digital Marketing
- Direct and digital marketing involves interacting with carefully targeted individual consumers and communities to obtain an immediate response and build lasting customer relationships.
- It includes one-channel retailing, where customers can use a single account seamlessly across online and in-store platforms.
- The process creates a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping.
Benefits of Direct and Digital Marketing
- Benefits to buyers:
- Convenient
- Easy to use
- Private
- Interactive
- Immediate
- Benefits to sellers:
- Low-cost
- Efficient
- Speedy
- Targeted
- Interactive
- Flexible
- Real-time marketing
Customer Databases
- A customer database is an organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data.
Direct Marketing
- Direct marketing involves tailoring offers and content to the needs and interests of narrowly defined segments or individual using various methods.
- Traditional direct marketing includes direct mail, which is well-suited for one-to-one communication.
- Specialized direct marketing includes direct print, telemarketing, direct-response, and kiosks.
Digital Marketing
- Digital marketing refers to the company's efforts to market products and services and build customer relationships over the internet and cellular networks.
- Forms of digital marketing include online interaction, content marketing, and social media.
Content Marketing
- Native advertising matches the form and function of the platform on which it appears.
- Branded content focuses on taking an immersive, sensory-driven approach to storytelling.
- Social media requires planning and awareness by the organization, and choosing the right platform(s) is critical.
- SEO (search engine optimization) involves considerations such as keywords, amplification, and quality of content.
- Influencer marketing involves the use of influencers to amplify a business's content through their reach and influence.
Integrated Marketing Communications (IMC)
- IMC is critical to ensuring consistency in an organization's messaging to customers across different platforms.
Evaluating Direct and Digital Marketing Results
- Key performance indicators (KPIs) are used to measure the success of direct and digital marketing efforts.
- Social media metrics include awareness, engagement, conversion, and customer metrics.
Public Policy Issues and Privacy
- Privacy legislation, such as the New Zealand Privacy Act 2020, regulates the collection and use of consumer data by organizations.
- The Act ensures that consumers know when and why their information is being collected, and that it is used and shared appropriately.
- Public policy issues also include irritation, unfairness, deception, and fraud in marketing practices.
Direct and Digital Marketing
- Direct and digital marketing involves interacting with carefully targeted individual consumers and communities to obtain an immediate response and build lasting customer relationships.
- It includes one-channel retailing, where customers can use a single account seamlessly across online and in-store platforms.
- The process creates a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping.
Benefits of Direct and Digital Marketing
- Benefits to buyers:
- Convenient
- Easy to use
- Private
- Interactive
- Immediate
- Benefits to sellers:
- Low-cost
- Efficient
- Speedy
- Targeted
- Interactive
- Flexible
- Real-time marketing
Customer Databases
- A customer database is an organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data.
Direct Marketing
- Direct marketing involves tailoring offers and content to the needs and interests of narrowly defined segments or individual using various methods.
- Traditional direct marketing includes direct mail, which is well-suited for one-to-one communication.
- Specialized direct marketing includes direct print, telemarketing, direct-response, and kiosks.
Digital Marketing
- Digital marketing refers to the company's efforts to market products and services and build customer relationships over the internet and cellular networks.
- Forms of digital marketing include online interaction, content marketing, and social media.
Content Marketing
- Native advertising matches the form and function of the platform on which it appears.
- Branded content focuses on taking an immersive, sensory-driven approach to storytelling.
- Social media requires planning and awareness by the organization, and choosing the right platform(s) is critical.
- SEO (search engine optimization) involves considerations such as keywords, amplification, and quality of content.
- Influencer marketing involves the use of influencers to amplify a business's content through their reach and influence.
Integrated Marketing Communications (IMC)
- IMC is critical to ensuring consistency in an organization's messaging to customers across different platforms.
Evaluating Direct and Digital Marketing Results
- Key performance indicators (KPIs) are used to measure the success of direct and digital marketing efforts.
- Social media metrics include awareness, engagement, conversion, and customer metrics.
Public Policy Issues and Privacy
- Privacy legislation, such as the New Zealand Privacy Act 2020, regulates the collection and use of consumer data by organizations.
- The Act ensures that consumers know when and why their information is being collected, and that it is used and shared appropriately.
- Public policy issues also include irritation, unfairness, deception, and fraud in marketing practices.
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Description
Explore the concepts of direct marketing, omni-channel retailing, and creating seamless cross-channel buying experiences that integrate online, in-store, and mobile shopping.
