市场营销学英文版版教学课件第14章.pptx

1、Marketing:An Introduction Thirteenth Edition Chapter 14 Direct,Online,Social Media,and Mobile MarketingLearning 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 discuss the major forms of direct and di

2、gital marketing.14-3.Explain how companies have responded to the Internet and the digital age with various online marketing strategies.Learning Objectives(2 of 4)14-4.Discuss how companies use social media and mobile marketing to engage consumers and create brand community.14-5.Identify and discuss

3、the traditional direct marketing forms and overview public policy and ethical issues presented by direct marketing.First Stop:Amazon The Poster Child for Direct and Digital MarketingAmazon engages customers and creates highly satisfying customer online buying experiences.Learning Objective 14-1Defin

4、e direct and digital marketing and discuss their rapid growth and benefits to customers and companies.Direct and Digital Marketing Engage directly with targeted individual consumers and customer communities to obtain an immediate response Build lasting customer relationships,engagement,brand communi

5、ty,and salesNew Direct Marketing Model(1 of 2)P sells its services exclusively through online,mobile,and social media channels.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 consti

6、tute a complete model for doing business.Rapid Growth of Direct and Digital Marketing Fastest-growing form of marketing Direct marketing becoming more Internet-based Direct marketing caims a surging share of marketing spending and sales Includes online display and search advertising,video,social med

7、ia,mobile,emailBenefits of Direct and Digital Marketing to Buyers Buyers Convenient,easy,and private Easy buyer-seller interaction Quick access to products and relevant information Brand engagement and community Sellers Low-cost,efficient,and speedy Build close,personalized,interactive,one-to-one cu

8、stomer relationships Greater flexibilityLearning Objective 14-1 Summary Direct and digital marketing-engaging directly with individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships For buyers,direct and digital marketing are convenie

9、nt,easy,and private.For sellers,direct marketing often provides a low-cost,efficient,speedy alternative for reaching their markets.Learning Objective 14-2Identify and discuss the major forms of direct and digital marketing.Figure 14.1-Forms of Direct and Digital MarketingLearning Objective 14-2 Summ

10、ary The main forms of direct and digital marketing Traditional direct marketing tools New digital marketing toolsLearning Objective 14-3Explain how companies have responded to the Internet and the digital age with various online marketing strategies.Marketing,the Internet,and the Digital Age Digital

11、 and social media marketing:Using digital marketing tools to engage consumers anywhere,anytime via their digital devices Digital age:Changing customers notions of convenience,speed,price,product information,service,and brand interactions Omni-channel retailing:Creating a seamless cross-channel buyin

12、g experience that integrates in-store,online,and mobile shoppingOnline Marketing Marketing via the Internet using company Web sites,online ads and promotions,email,online video,and blogs Marketing Web sites:Engage consumers to move them closer to a direct purchase or other marketing outcome Branded

13、community Web sites:Present brand content that engages consumers and creates customer-brand communityOnline Advertising and Email Marketing Online advertising:Appears while consumers are browsing online Email marketing:Sending highly targeted,highly personalized,relationship-building marketing messa

14、ges via email Spam:Unsolicited,unwanted commercial email messagesOnline Videos Posting digital video content on brand Web sites or social media Viral marketing:Videos,ads,and other marketing content that customers seek out or pass along to friendsBlogs and Other Online Forums(1 of 2)Online journals

15、of narrowly defined topics where people and companies post their thoughts and other content Benefits:A fresh,original,personal,and inexpensive way to enter into consumer online conversations Limitations:Cluttered,difficult to control and largely a consumer-controlled mediumBlogs and Other Online For

16、ums(2 of 2)The Nuts About Southwest blog gives customers a look inside the companys culture and operations.Learning Objective 14-3 Summary New way to create customer value,engage customers,and build customer relationships Online marketing takes several forms Web sites,online advertising and promotio

17、ns,email marketing,online video,and blogsLearning Objective 14-4Discuss how companies use social media and mobile marketing to engage consumers and create brand community.Social Media Marketing(1 of 2)Social media:Independent and commercial online communities where people congregate,to socialize and

18、 share messages,opinions,pictures,videos,and other content Marketers engage social media in two ways:Using the existing ones Setting up their ownSocial Media Marketing Advantages and ChallengesAdvantages Targeted and personal Interactive Immediate and timely Cost effective Engagement and social shar

19、ing capabilitiesChallenges Effective usage uncertain Difficult to measure results Largely user controlledSocial Media Marketing(2 of 2)Etsy has created an active and engaged worldwide brand community of buyers and sellers.Integrated Social Media Marketing Large companies design social media efforts

20、that blend with and support other elements of a brands marketing strategy and tactics.Firms that use social media effectively create brand-related social sharing,engagement,and customer community.Mobile Marketing Promotional content delivered to consumers through their mobile devices Engages custome

21、rs anywhere,anytime during the buying and relationship-building processesLearning Objective 14-4 Summary Social media online places to congregate,socialize,and exchange views and information Brands use existing or set up their own Social media advantages and challenges:Advantage engagement and socia

22、l sharing capabilities Challenge consumers control over social media content Mobile marketing messages,promotions,and other content delivered to consumers mobile devicesLearning Objective 14-5Identify and discuss the traditional direct marketing forms and overview public policy and ethical issues pr

23、esented by direct marketing.Direct-Mail Marketing Sending an offer,announcement,reminder,or other item directly to a person at a particular address Tangible and creates emotional connection with customers Effective component of a broader integrated marketing campaign Direct and personalized Sent to

24、consumers who want to receive itCatalog Marketing(1 of 2)Print,video,or digital catalogs that are mailed to select customers,made available in stores,or presented online Eliminates printing and mailing costs No space constraints Broader assortment of presentation formats Real-time merchandising capa

25、bilities Prices can be adjusted instantlyCatalog Marketing(2 of 2)Patagonia sends out catalogs built around lifestyle themes.Telemarketing and Direct-Response Television(DRTV)Marketing Telemarketing:Selling directly to customers using the telephone Outbound and inbound telephone marketing Rise of do

26、-not-call legislation resulted in opt-in calling systems Direct-response television(DRTV)marketing Direct-response television advertising Interactive TV(iTV)advertisingKiosk Marketing(1 of 2)Product or service information and ordering machines placed by companies Smart kiosks Wireless-enabled Facial

27、 recognitionKiosk Marketing(2 of 2)Redbox operates more than 42,000 DVD rental kiosks.Public Policy Issues in Direct and Digital Marketing Irritation,Unfairness,Deception,and Fraud Consumer Privacy A Need for ActionIrritation,Unfairness,Deception,and FraudIrritationLoud,long,and insistent TV commerc

28、ialsJunk mail and spamUnfairnessTaking unfair advantage of impulsive buyersDeception and fraudInvestment scams or phony collections for charityInternet fraudPhishingOnline and digital securityAccess by vulnerable or unauthorized groupsConsumer Privacy Fear of invasion of privacy Ready availability o

29、f information leaves consumers open to abuseA Need for Action(1 of 2)Government actions Do-not-call,do-not-mail,do-not-track lists Can Spam legislation Congressional legislation Give more control to consumers over how online information is used Federal Trade Commission(FTC)Policing online privacyA N

30、eed for Action(2 of 2)Marketers actions Self-regulatory principles Advertising option icon Privacy rights of children Companies actions Own security measures Industry-wide measuresLearning Objective 14-5 Summary Traditional direct marketing tools are still heavily used.Aggressive and shady tactics o

31、f a few direct marketers can bother or harm consumers.Irritation,unfairness,deception,and fraud Invasion of privacy and Internet security A need for action from government and industryLearning Objectives(3 of 4)14-1.Define direct and digital marketing and discuss their rapid growth and benefits to c

32、ustomers and companies.14-2.Identify and discuss 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(4 of 4)14-4.Discuss how companies use social media and mobile marketing to engage 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.