37 Questions
What is direct and digital marketing primarily focused on?
Building lasting customer relationships
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 __________.
flexible
Match the direct marketing method with its description:
Direct mail = Well suited to one-to-one communication Telemarketing = Inbound and outbound calls Direct-response = Infomercials and radio commercials Kiosks = Found in malls and universities
What type of marketing involves infectious marketing events that customers pass along to friends?
Viral marketing
SEO stands for Search Engine Organization. True or False?
False
What is the primary goal of direct and digital marketing?
To obtain an immediate response and build lasting customer relationships
What is a key advantage of direct mail marketing over digital forms?
It allows for one-to-one communication
What type of data is typically collected in a customer database?
Geographic, demographic, psychographic, and behavioural data
What is the primary benefit of targeted marketing in direct and digital marketing?
It allows for tailored offers and content
What is an example of specialized direct marketing?
Direct print marketing
What is a consequence of poorly executed direct mail marketing?
It can be seen as 'junk' mail
What is a key feature of omni-channel retailing?
One account used seamlessly across online and in-store platforms
What are the four key feedback metrics used to measure a firm's social media activity?
Awareness metrics, Engagement metrics, Conversion metrics, Customer metrics
Why are legislators, marketers, and consumers concerned about aggressive marketing tactics?
They can give the entire marketing industry a bad name
What is the primary focus of the Privacy Act 2020 in New Zealand?
To protect consumer privacy
What is an example of 'beyond digital' issues in marketing?
Deep fake
What is an example of 'irritation' in marketing?
Sending people marketing material they don’t want or sign up for
What is a key aspect of the Privacy Act 2020 in New Zealand?
Giving individuals a legal right to access their personal information
What is a public policy issue in marketing?
Aggressive and shady marketing tactics
What is the purpose of measuring social media activity using key feedback metrics?
To measure the effectiveness of social media campaigns
Why is privacy legislation important in marketing?
It has a major impact on the collection and use of consumer data
What is the primary goal of digital marketing?
To market products and services over the internet and cellular networks
What is an example of online interaction in digital marketing?
Content sponsorships
What is the main characteristic of native advertising?
It is a type of advertising that matches the form and function of the platform on which it appears
What is the primary focus of branded content?
To take an immersive, sensory-driven approach to storytelling
What is the primary goal of interactivity in digital marketing?
To facilitate customer-to-customer and customer-to-company interaction
What is an example of a marketing event that customers will want to pass along to friends?
Viral marketing
What is the role of digital marketing in an integrated marketing communications program?
To be used in conjunction with traditional marketing tools to create a fully integrated program
What is the primary goal of building connections with consumers through social media?
To entertain and demonstrate mutual interests and shared values
What is a key consideration for a business using SEO?
Quality of content
What is an advantage of using influencers in marketing?
Ability to amplify the business's content
What is the primary benefit of an integrated marketing communication (IMC) strategy?
Consistency in messaging across platforms
What is a critical step in using social media effectively?
Choosing the right platform
What is a potential drawback of using influencers in marketing?
Lack of control over the messaging
What is the primary goal of SEO?
To increase website traffic
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.
Explore the concepts of direct marketing, omni-channel retailing, and creating seamless cross-channel buying experiences that integrate online, in-store, and mobile shopping.
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