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.pptx

Marketing:AnIntroductionThirteenthEditionChapter14Direct,Online,SocialMedia,andMobileMarketingCopyright?2017,2015,2013PearsonEducation,Inc.AllRightsReserved

LearningObjectives(1of4)14-1.Definedirectanddigitalmarketinganddiscusstheirrapidgrowthandbenefitstocustomersandcompanies.14-2.Identifyanddiscussthemajorformsofdirectanddigitalmarketing.14-3.ExplainhowcompanieshaverespondedtotheInternetandthedigitalagewithvariousonlinemarketingstrategies.

LearningObjectives(2of4)14-4.Discusshowcompaniesusesocialmediaandmobilemarketingtoengageconsumersandcreatebrandcommunity.14-5.Identifyanddiscussthetraditionaldirectmarketingformsandoverviewpublicpolicyandethicalissuespresentedbydirectmarketing.

FirstStop:AmazonThePosterChildforDirectandDigitalMarketingAmazonengagescustomersandcreateshighlysatisfyingcustomeronlinebuyingexperiences.

LearningObjective14-1Definedirectanddigitalmarketinganddiscusstheirrapidgrowthandbenefitstocustomersandcompanies.

DirectandDigitalMarketingEngagedirectlywithtargetedindividualconsumersandcustomercommunitiestoobtainanimmediateresponseBuildlastingcustomerrelationships,engagement,brandcommunity,andsales

NewDirectMarketingModel(1of2)Psellsitsservicesexclusivelythroughonline,mobile,andsocialmediachannels.

NewDirectMarketingModel(2of2)Mostcompaniesstillusedirectmarketingasasupplementarychannelormedium.Formanycompaniestoday,directanddigitalmarketingconstituteacompletemodelfordoingbusiness.

RapidGrowthofDirectandDigitalMarketingFastest-growingformofmarketingDirectmarketingbecomingmoreInternet-basedDirectmarketingcaimsasurgingshareofmarketingspendingandsalesIncludesonlinedisplayandsearchadvertising,video,socialmedia,mobile,email

BenefitsofDirectandDigitalMarketingtoBuyersBuyersConvenient,easy,andprivateEasy