阿姆斯特朗《市场营销学（第13版）》 课件 第 14 章 直接营销、网络营销、社交媒体营销和移动营销

Marketing:AnIntroductionThirteenthEditionChapter14Direct,Online,SocialMedia,andMobileMarketingCopyright©2017,2015,2013PearsonEducation,Inc.AllRightsReservedLearningObjectives(1of4)14-1.Definedirectanddigitalmarketinganddiscusstheirrapidgrowthandbenefitstocustomersandcompanies.14-2.Identifyanddiscussthemajorformsofdirectanddigitalmarketing.14-3.ExplainhowcompanieshaverespondedtotheInternetandthedigitalagewithvariousonlinemarketingstrategies.LearningObjectives(2of4)14-4.Discusshowcompaniesusesocialmediaandmobilemarketingtoengageconsumersandcreatebrandcommunity.14-5.Identifyanddiscussthetraditionaldirectmarketingformsandoverviewpublicpolicyandethicalissuespresentedbydirectmarketing.FirstStop:Amazon

ThePosterChildforDirectandDigitalMarketingAmazonengagescustomersandcreateshighlysatisfyingcustomeronlinebuyingexperiences.LearningObjective14-1Definedirectanddigitalmarketinganddiscusstheirrapidgrowthandbenefitstocustomersandcompanies.DirectandDigitalMarketingEngagedirectlywithtargetedindividualconsumersandcustomercommunitiestoobtainanimmediateresponseBuildlastingcustomerrelationships,engagement,brandcommunity,andsalesNewDirectMarketingModel(1of2)Psellsitsservicesexclusivelythroughonline,mobile,andsocialmediachannels.NewDirectMarketingModel(2of2)Mostcompaniesstillusedirectmarketingasasupplementarychannelormedium.Formanycompaniestoday,directanddigitalmarketingconstituteacompletemodelfordoingbusiness.RapidGrowthofDirectandDigitalMarketingFastest-growingformofmarketingDirectmarketingbecomingmoreInternet-basedDirectmarketingcaimsasurgingshareofmarketingspendingandsalesIncludesonlinedisplayandsearchadvertising,video,socialmedia,mobile,emailBenefitsofDirectandDigitalMarketingtoBuyersBuyersConvenient,easy,andprivateEasybuyer-sellerinteractionQuickaccesstoproductsandrelevantinformationBrandengagementandcommunitySellersLow-cost,efficient,andspeedyBuildclose,personalized,interactive,one-to-onecustomerrelationshipsGreaterflexibilityLearningObjective14-1SummaryDirectanddigitalmarketing-engagingdirectlywithindividualconsumersandcustomercommunitiestobothobtainanimmediateresponseandbuildlastingcustomerrelationshipsForbuyers,directanddigitalmarketingareconvenient,easy,andprivate.Forsellers,directmarketingoftenprovidesalow-cost,efficient,speedyalternativeforreachingtheirmarkets.LearningObjective14-2 Identifyanddiscussthemajorformsofdirectanddigitalmarketing.Figure14.1-FormsofDirectandDigitalMarketingLearningObjective14-2SummaryThemainformsofdirectanddigitalmarketingTraditionaldirectmarketingtoolsNewdigitalmarketingtoolsLearningObjective14-3ExplainhowcompanieshaverespondedtotheInternetandthedigitalagewithvariousonlinemarketingstrategies.Marketing,theInternet,andtheDigitalAgeDigitalandsocialmediamarketing:Usingdigitalmarketingtoolstoengageconsumersanywhere,anytimeviatheirdigitaldevicesDigitalage:Changingcustomers’notionsofconvenience,speed,price,productinformation,service,andbrandinteractionsOmni-channelretailing:Creatingaseamlesscross-channelbuyingexperiencethatintegratesin-store,online,andmobileshoppingOnlineMarketingMarketingviatheInternetusingcompanyWebsites,onlineadsandpromotions,email,onlinevideo,andblogsMarketingWebsites:EngageconsumerstomovethemclosertoadirectpurchaseorothermarketingoutcomeBrandedcommunityWebsites:Presentbrandcontentthatengagesconsumersandcreatescustomer-brandcommunityOnlineAdvertisingandEmailMarketingOnlineadvertising:AppearswhileconsumersarebrowsingonlineEmailmarketing:Sendinghighlytargeted,highlypersonalized,relationship-buildingmarketingmessagesviaemailSpam:Unsolicited,unwantedcommercialemailmessagesOnlineVideosPostingdigitalvideocontentonbrandWebsitesorsocialmediaViralmarketing:Videos,ads,andothermarketingcontentthatcustomersseekoutorpassalongtofriendsBlogsandOtherOnlineForums(1of2)OnlinejournalsofnarrowlydefinedtopicswherepeopleandcompaniesposttheirthoughtsandothercontentBenefits:Afresh,original,personal,andinexpensivewaytoenterintoconsumeronlineconversationsLimitations:Cluttered,difficulttocontrolandlargelyaconsumer-controlledmediumBlogsandOtherOnlineForums(2of2)TheNutsAboutSouthwestbloggivescustomersalookinsidethecompany’scultureandoperations.LearningObjective14-3SummaryNewwaytocreatecustomervalue,engagecustomers,andbuildcustomerrelationshipsOnlinemarketingtakesseveralformsWebsites,onlineadvertisingandpromotions,emailmarketing,onlinevideo,andblogsLearningObjective14-4Discusshowcompaniesusesocialmediaandmobilemarketingtoengageconsumersandcreatebrandcommunity.SocialMediaMarketing(1of2)Socialmedia:Independentandcommercialonlinecommunitieswherepeoplecongregate,tosocializeandsharemessages,opinions,pictures,videos,andothercontentMarketersengagesocialmediaintwoways:UsingtheexistingonesSettinguptheirownSocialMediaMarketingAdvantagesandChallengesAdvantagesTargetedandpersonalInteractiveImmediateandtimelyCosteffectiveEngagementandsocialsharingcapabilitiesChallengesEffectiveusageuncertainDifficulttomeasureresultsLargelyusercontrolledSocialMediaMarketing(2of2)Etsyhascreatedanactiveandengagedworldwidebrandcommunityofbuyersandsellers.IntegratedSocialMediaMarketingLargecompaniesdesignsocialmediaeffortsthatblendwithandsupportotherelementsofabrand’smarketingstrategyandtactics.Firmsthatusesocialmediaeffectivelycreatebrand-relatedsocialsharing,engagement,andcustomercommunity.MobileMarketingPromotionalcontentdeliveredtoconsumersthroughtheirmobiledevicesEngagescustomersanywhere,anytimeduringthebuyingandrelationship-buildingprocessesLearningObjective14-4SummarySocialmedia–onlineplacestocongregate,socialize,andexchangeviewsandinformationBrandsuseexistingorsetuptheirownSocialmediaadvantagesandchallenges:Advantage–engagementandsocialsharingcapabilitiesChallenge–consumers’controloversocialmediacontentMobilemarketing–messages,promotions,andothercontentdeliveredtoconsumers’mobiledevicesLearningObjective14-5Identifyanddiscussthetraditionaldirectmarketingformsandoverviewpublicpolicyandethicalissuespresentedbydirectmarketing.Direct-MailMarketingSendinganoffer,announcement,reminder,orotheritemdirectlytoapersonataparticularaddressTangibleandcreatesemotionalconnectionwithcustomersEffectivecomponentofabroaderintegratedmarketingcampaignDirectandpersonalizedSenttoconsumerswhowanttoreceiveitCatalogMarketing(1of2)Print,video,ordigitalcatalogsthataremailedtoselectcustomers,madeavailableinstores,orpresentedonlineEliminatesprintingandmailingcostsNospaceconstraintsBroaderassortmentofpresentationformatsReal-timemerchandisingcapabilitiesPricescanbeadjustedinstantlyCatalogMarketing(2of2)Patagoniasendsoutcatalogsbuiltaroundlifestylethemes.TelemarketingandDirect-ResponseTelevision(DRTV)MarketingTelemarketing:SellingdirectlytocustomersusingthetelephoneOutboundandinboundtelephonemarketingRiseofdo-not-calllegislationresultedinopt-incallingsystemsDirect-responsetelevision(DRTV)marketingDirect-responsetelevisionadvertisingInteractiveTV(iTV)advertisingKioskMarketing(1of2)ProductorserviceinformationandorderingmachinesplacedbycompaniesSmartkiosksWireless-enabledFacialrecognitionKioskMarketing(2of2)Redboxoperatesmorethan42,000DVDrentalkiosks.PublicPolicyIssuesinDirectandDigitalMarketingIrritation,Unfairness,Deception,andFraudConsumerPrivacyANeedforActionIrritation,Unfairness,Deception,andFraudIrritationLoud,long,andinsistentTVcommercialsJunkmailandspamUnfairnessTakingunfairadvantageofimpulsivebuyersDeceptionandfraudInvestmentscamsorphonycollectionsforcharityInternetfraudPhishingOnlineanddigitalsecurityAccessbyvulnerableorunauthorizedgroupsConsumerPrivacyFearofinvasionofprivacyReadyavailabilityofinformationleavesconsumersopentoabuseANeedforAction(1of2)GovernmentactionsDo-not-call,do-not-mail,do-not-tracklistsCanSpamlegislationCongressionallegislation–GivemorecontroltoconsumersoverhowonlineinformationisusedFederalTradeCommission(FTC)–PolicingonlineprivacyANeedforAction(2of2)Marketers’actionsSelf-regulatoryprinciplesAdvertisingoptioniconPrivacyrightsofchildrenComp