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C14 - DIRECT, ONLINE, S.MEDIA & MOBILE MARKETING - Coggle Diagram
C14 - DIRECT, ONLINE, S.MEDIA & MOBILE MARKETING
14.1 DIRECT & DIGITAL MARKETING
engaging directly with carefully targeted individuals consumers and customers communities to both an immediate response and build lasting customers relationship.
Example: Lazada.com interact directly with
customers via its websites and mobile apps
Direct marketing as direct distribution - as marketing channel tht contain no intermediaries.
Direct & Digital marketing element of promotion mix - an approach fr engaging cust directly & create brand community.
for many company today, direct & digital marketing constitute a complete model fr doing buss
RAPID GROWTH DIRECT & DIGITAL MARKETING (DDM)
DDM become the fastest-growing form of marketing
DDM become > internet-based
DDM claim a surging share of marketing spending & sales
Total digital ads spending - include on9 display & search advtising, s.media, mobile, vis , email n >.
BENEFIT DDM TO BUYER & SELLER
BUYER
Convenient, easy & private
- Buyers or customers can make purchases anywhere, anytime using online website or mobile apps to buy the product or service.
easy buyer- seller interaction
- to create the configuration of in4, prdct, or service they want & can order on the spot
Quick access to prdct & relevant in4
Brand engagement & community
- place to share abt brand info & experiences wth other brand.
SELLER
Low cost, efficient, speed
- Direct marketing often provides a low cost, efficient, speedy
alternative for reaching their markets.
Build close, personalized, interactive, one-to-one cust r/ship
- company can interact with cust directly by phone/online to leard abt their need and personalized prdct
Greater flexibility
- marketers make ongoing adjustments to price and programs, or create immediate, timely and personal engagement and offers.
14.2 FORM OF DIRECT & DIGITAL MARKETING
14.3 MARKETING IN DIGITAL AGE
Digital & soc media marketing : Tools to engage cust anywhere, anytime via their digital device.
Digital age : Changing cust's notions of convenience, speed, price, prdct info, service & brand interaction.
Omni - Channel retailing - creates a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping—creates a single shopping experience
14.3.1 DIGITAL & SOC MEDIA MARKETING
ONLINE MARKETING
Email Marketing
DEF: Sending highly targeted, personalized, re/ship-building marketing message via email
Important tools for B-to-B buss as communicating tool n on-the-go medium (can open on mobile device)
:warning:
Spam email:
unsolicited, unwanted commercial email message- cause irritation & frustration to consumer
On9 Vid
Posting digital vid content on brand website or on social media sites.
VIRAL MARKETING:
Digital ver of word-of-mouth marketing
where vid, ads and other marketing content tht is infectious fr cust will seek out or pass to friends
On9 Advertising
DEF: Advertising that appears while consumers browsing online, include display ads & search related ads
Search related ads
: text-and image-based ads and link appear alongside search engine result on site (Goggle, Yahoo)
Online display ads
: appear anywhere on user's screen & often related to the in4 being view
To build brand sales / attract visitors to their internet, mobile & soc.media site
Blogs & Other On9 Forums
DEF: Online forum where ppl & companies post their thought n other content which related to narrowly defined topic
Advantage
can offer fresh, original, personal n cheap way to enter into consumer online n soc.media conversation
Disadvantage:
cluttered
difficult to control
blogs remain as largely a consumer-controlled medium
Website & Branded web communities
Marketing Website:
engage consumers to move them closer to a direct purchase or other marketing outcome
Branded Community Website:
Present brand content that engages consumers and creates customer community around a brand
Effective website contain :check:
Deep and useful in4
interactive tools tht help find & evaluate content o interest
links to other related site
changing promotional offers
entertaining features tht lead relevent excitement
DEF: marketing via the Internet using company web sites, online ads and promotions, e-mail, online vid & blogs
DEF : Using digital marketing tools (websites, social media, mobile apps and ads email and blogs that engage consumers anywhere, anytime via their digital devices