市场营销学英文版版教学课件第14章

1、Marketing: An IntroductionThirteenth EditionChapter 14Direct, Online, Social Media, and Mobile MarketingMarketing: An IntroductionThirLearning Objectives (1 of 4)14-1. Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies.14-2. Identify and discus

2、s the major forms of direct and digital marketing.14-3. Explain how companies have responded to the Internet and the digital age with various online marketing strategies.Learning Objectives (1 of 4)14Learning Objectives (2 of 4)14-4. Discuss how companies use social media and mobile marketing to eng

3、age consumers and create brand community.14-5. Identify and discuss the traditional direct marketing forms and overview public policy and ethical issues presented by direct marketing.Learning Objectives (2 of 4)14First Stop: Amazon The Poster Child for Direct and Digital MarketingAmazon engages cust

4、omers and creates highly satisfying customer online buying experiences.First Stop: Amazon The Poster Learning Objective 14-1Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies.Learning Objective 14-1Define Direct and Digital MarketingEngage dire

5、ctly with targeted individual consumers and customer communities to obtain an immediate responseBuild lasting customer relationships, engagement, brand community, and salesDirect and Digital MarketingEnNew Direct Marketing Model (1 of 2)P sells its services exclusively through online, mobile, and so

6、cial media channels.New Direct Marketing Model (1 New Direct Marketing Model (2 of 2)Most companies still use direct marketing as a supplementary channel or medium.For many companies today, direct and digital marketing constitute a complete model for doing business.New Direct Marketing Model (2 Rapi

7、d Growth of Direct and Digital MarketingFastest-growing form of marketingDirect marketing becoming more Internet-basedDirect marketing caims a surging share of marketing spending and salesIncludes online display and search advertising, video, social media, mobile, emailRapid Growth of Direct and Dig

8、Benefits of Direct and Digital Marketing to BuyersBuyersConvenient, easy, and privateEasy buyer-seller interactionQuick access to products and relevant informationBrand engagement and communitySellersLow-cost, efficient, and speedyBuild close, personalized, interactive, one-to-one customer relations

9、hipsGreater flexibilityBenefits of Direct and DigitalLearning Objective 14-1 SummaryDirect and digital marketing - engaging directly with individual consumers and customer communities to both obtain an immediate response and build lasting customer relationshipsFor buyers, direct and digital marketin

10、g are convenient, easy, and private.For sellers, direct marketing often provides a low-cost, efficient, speedy alternative for reaching their markets.Learning Objective 14-1 SummarLearning Objective 14-2Identify and discuss the major forms of direct and digital marketing.Learning Objective 14-2Ident

11、iFigure 14.1 - Forms of Direct and Digital MarketingFigure 14.1 - Forms of Direct Learning Objective 14-2 SummaryThe main forms of direct and digital marketingTraditional direct marketing toolsNew digital marketing toolsLearning Objective 14-2 SummarLearning Objective 14-3Explain how companies have

12、responded to the Internet and the digital age with various online marketing strategies.Learning Objective 14-3ExplainMarketing, the Internet, and the Digital AgeDigital and social media marketing: Using digital marketing tools to engage consumers anywhere, anytime via their digital devicesDigital ag

13、e: Changing customers notions of convenience, speed, price, product information, service, and brand interactionsOmni-channel retailing: Creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shoppingMarketing, the Internet, and tOnline MarketingMarketing via

14、 the Internet using company Web sites, online ads and promotions, email, online video, and blogsMarketing Web sites: Engage consumers to move them closer to a direct purchase or other marketing outcomeBranded community Web sites: Present brand content that engages consumers and creates customer-bran

15、d communityOnline MarketingMarketing via Online Advertising and Email MarketingOnline advertising: Appears while consumers are browsing onlineEmail marketing: Sending highly targeted, highly personalized, relationship-building marketing messages via emailSpam: Unsolicited, unwanted commercial email

16、messagesOnline Advertising and Email MOnline VideosPosting digital video content on brand Web sites or social mediaViral marketing: Videos, ads, and other marketing content that customers seek out or pass along to friendsOnline VideosPosting digital vBlogs and Other Online Forums (1 of 2)Online jour

17、nals of narrowly defined topics where people and companies post their thoughts and other contentBenefits: A fresh, original, personal, and inexpensive way to enter into consumer online conversationsLimitations: Cluttered, difficult to control and largely a consumer-controlled mediumBlogs and Other O

18、nline Forums Blogs and Other Online Forums (2 of 2)The Nuts About Southwest blog gives customers a look inside the companys culture and operations.Blogs and Other Online Forums Learning Objective 14-3 SummaryNew way to create customer value, engage customers, and build customer relationshipsOnline m

19、arketing takes several formsWeb sites, online advertising and promotions, email marketing, online video, and blogsLearning Objective 14-3 SummarLearning Objective 14-4Discuss how companies use social media and mobile marketing to engage consumers and create brand community.Learning Objective 14-4Dis

20、cussSocial Media Marketing (1 of 2)Social media: Independent and commercial online communities where people congregate, to socialize and share messages, opinions, pictures, videos, and other contentMarketers engage social media in two ways:Using the existing onesSetting up their ownSocial Media Mark

21、eting (1 of 2Social Media Marketing Advantages and ChallengesAdvantagesTargeted and personalInteractiveImmediate and timelyCost effectiveEngagement and social sharing capabilitiesChallengesEffective usage uncertainDifficult to measure resultsLargely user controlledSocial Media Marketing AdvantaSocia

22、l Media Marketing (2 of 2)Etsy has created an active and engaged worldwide brand community of buyers and sellers. Social Media Marketing (2 of 2Integrated Social Media MarketingLarge companies design social media efforts that blend with and support other elements of a brands marketing strategy and t

23、actics.Firms that use social media effectively create brand-related social sharing, engagement, and customer community.Integrated Social Media MarketMobile MarketingPromotional content delivered to consumers through their mobile devicesEngages customers anywhere, anytime during the buying and relati

24、onship-building processesMobile MarketingPromotional coLearning Objective 14-4 SummarySocial media online places to congregate, socialize, and exchange views and informationBrands use existing or set up their ownSocial media advantages and challenges:Advantage engagement and social sharing capabilit

25、iesChallenge consumers control over social media contentMobile marketing messages, promotions, and other content delivered to consumers mobile devicesLearning Objective 14-4 SummarLearning Objective 14-5Identify and discuss the traditional direct marketing forms and overview public policy and ethica

26、l issues presented by direct marketing.Learning Objective 14-5IdentifDirect-Mail MarketingSending an offer, announcement, reminder, or other item directly to a person at a particular addressTangible and creates emotional connection with customersEffective component of a broader integrated marketing

27、campaignDirect and personalizedSent to consumers who want to receive itDirect-Mail MarketingSending aCatalog Marketing (1 of 2)Print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented onlineEliminates printing and mailing costsNo space constraints

28、Broader assortment of presentation formatsReal-time merchandising capabilitiesPrices can be adjusted instantlyCatalog Marketing (1 of 2)PrinCatalog Marketing (2 of 2)Patagonia sends out catalogs built around lifestyle themes.Catalog Marketing (2 of 2)PataTelemarketing and Direct-Response Television

29、(DRTV) MarketingTelemarketing: Selling directly to customers using the telephoneOutbound and inbound telephone marketingRise of do-not-call legislation resulted in opt-in calling systemsDirect-response television (DRTV) marketingDirect-response television advertisingInteractive TV (iTV) advertisingT

30、elemarketing and Direct-RespoKiosk Marketing (1 of 2)Product or service information and ordering machines placed by companiesSmart kiosksWireless-enabledFacial recognitionKiosk Marketing (1 of 2)ProducKiosk Marketing (2 of 2)Redbox operates more than 42,000 DVD rental kiosks.Kiosk Marketing (2 of 2)

31、RedboxPublic Policy Issues in Direct and Digital MarketingIrritation, Unfairness, Deception, and FraudConsumer PrivacyA Need for ActionPublic Policy Issues in DirectIrritation, Unfairness, Deception, and FraudIrritationLoud, long, and insistent TV commercialsJunk mail and spamUnfairnessTaking unfair

32、 advantage of impulsive buyersDeception and fraudInvestment scams or phony collections for charityInternet fraudPhishingOnline and digital securityAccess by vulnerable or unauthorized groupsIrritation, Unfairness, DeceptConsumer PrivacyFear of invasion of privacy Ready availability of information le

33、aves consumers open to abuseConsumer PrivacyFear of invasiA Need for Action (1 of 2)Government actionsDo-not-call, do-not-mail, do-not-track listsCan Spam legislationCongressional legislation Give more control to consumers over how online information is usedFederal Trade Commission (FTC) Policing online privacyA Need for Action (1 of 2)GoveA Need for Action (2 of 2)Marketers actionsSelf-regulatory principlesAdvertising option iconPrivacy rights