Summary (Chpt.17) Digital, Online, Social media, and Mobile Marketing

Principles of Marketing by ProfessorBurgerQueen



Digital, Online, Social media, and Mobile Marketing

- Direct and digital marketing involves engaging directly with carefully targeted
individual consumers and customer communities to both obtain an immediate
response, and build lasting customer relationships

- Direct marketing continues to become more internet-based, and digital direct
marketing is claiming a surging share of marketing spending and sales

Benefits to Buyers
- Convenience
- Ready access to comparative information about companies, products, and
competitors
- Interactive and immediate

Benefits to Sellers
- Tool to build customer relationships
- Low-cost, efficient, fast alternative to reach markets
- Flexible
- Access to buyers not reachable through other channels


Traditional Direct Marketing
- Face-to-face selling
- Direct-mail marketing
- Catalogue marketing
- Telemarketing
- Kiosk marketing
- Direct-response TV marketing

Digital & Social Media Marketing
- Online marketing (websites, emails, blogs)
- Social media marketing
- Mobile marketing


- The new and old methods of direct marketing must be integrated for maximum
impact ie. to build direct customer engagement and community with the widest
possible reach


Marketing, The Internet, and The Digital Age

- Digital and social media marketing refers to using digital marketing tools such as
websites, social media, mobile apps and ads, online video, email, and blogs that
engage consumers anywhere, anytime via their digital devices