Podcast
Questions and Answers
What is direct and digital marketing primarily focused on?
What is direct and digital marketing primarily focused on?
What does Oi-channel retailing involve?
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?
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 __________.
What is a benefit of direct and digital marketing to sellers? It is __________.
Signup and view all the answers
Match the direct marketing method with its description:
Match the direct marketing method with its description:
Signup and view all the answers
What type of marketing involves infectious marketing events that customers pass along to friends?
What type of marketing involves infectious marketing events that customers pass along to friends?
Signup and view all the answers
SEO stands for Search Engine Organization. True or False?
SEO stands for Search Engine Organization. True or False?
Signup and view all the answers
What is the primary goal of direct and digital marketing?
What is the primary goal of direct and digital marketing?
Signup and view all the answers
What is a key advantage of direct mail marketing over digital forms?
What is a key advantage of direct mail marketing over digital forms?
Signup and view all the answers
What type of data is typically collected in a customer database?
What type of data is typically collected in a customer database?
Signup and view all the answers
What is the primary benefit of targeted marketing in direct and digital marketing?
What is the primary benefit of targeted marketing in direct and digital marketing?
Signup and view all the answers
What is an example of specialized direct marketing?
What is an example of specialized direct marketing?
Signup and view all the answers
What is a consequence of poorly executed direct mail marketing?
What is a consequence of poorly executed direct mail marketing?
Signup and view all the answers
What is a key feature of omni-channel retailing?
What is a key feature of omni-channel retailing?
Signup and view all the answers
What are the four key feedback metrics used to measure a firm's social media activity?
What are the four key feedback metrics used to measure a firm's social media activity?
Signup and view all the answers
Why are legislators, marketers, and consumers concerned about aggressive marketing tactics?
Why are legislators, marketers, and consumers concerned about aggressive marketing tactics?
Signup and view all the answers
What is the primary focus of the Privacy Act 2020 in New Zealand?
What is the primary focus of the Privacy Act 2020 in New Zealand?
Signup and view all the answers
What is an example of 'beyond digital' issues in marketing?
What is an example of 'beyond digital' issues in marketing?
Signup and view all the answers
What is an example of 'irritation' in marketing?
What is an example of 'irritation' in marketing?
Signup and view all the answers
What is a key aspect of the Privacy Act 2020 in New Zealand?
What is a key aspect of the Privacy Act 2020 in New Zealand?
Signup and view all the answers
What is a public policy issue in marketing?
What is a public policy issue in marketing?
Signup and view all the answers
What is the purpose of measuring social media activity using key feedback metrics?
What is the purpose of measuring social media activity using key feedback metrics?
Signup and view all the answers
Why is privacy legislation important in marketing?
Why is privacy legislation important in marketing?
Signup and view all the answers
What is the primary goal of digital marketing?
What is the primary goal of digital marketing?
Signup and view all the answers
What is an example of online interaction in digital marketing?
What is an example of online interaction in digital marketing?
Signup and view all the answers
What is the main characteristic of native advertising?
What is the main characteristic of native advertising?
Signup and view all the answers
What is the primary focus of branded content?
What is the primary focus of branded content?
Signup and view all the answers
What is the primary goal of interactivity in digital marketing?
What is the primary goal of interactivity in digital marketing?
Signup and view all the answers
What is an example of a marketing event that customers will want to pass along to friends?
What is an example of a marketing event that customers will want to pass along to friends?
Signup and view all the answers
What is the role of digital marketing in an integrated marketing communications program?
What is the role of digital marketing in an integrated marketing communications program?
Signup and view all the answers
What is the primary goal of building connections with consumers through social media?
What is the primary goal of building connections with consumers through social media?
Signup and view all the answers
What is a key consideration for a business using SEO?
What is a key consideration for a business using SEO?
Signup and view all the answers
What is an advantage of using influencers in marketing?
What is an advantage of using influencers in marketing?
Signup and view all the answers
What is the primary benefit of an integrated marketing communication (IMC) strategy?
What is the primary benefit of an integrated marketing communication (IMC) strategy?
Signup and view all the answers
What is a critical step in using social media effectively?
What is a critical step in using social media effectively?
Signup and view all the answers
What is a potential drawback of using influencers in marketing?
What is a potential drawback of using influencers in marketing?
Signup and view all the answers
What is the primary goal of SEO?
What is the primary goal of SEO?
Signup and view all the answers
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.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Related Documents
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.
