Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
136 Cards in this Set
- Front
- Back
|
mobile marketing
|
-Explosive growth rate
-Puts the Internet at consumer’s fingertips – constantly -Has become the way consumers access information - A new way of life |
|
|
location based search
|
-Search engines Google, yahoo and bing, have aggregated data from various directories to create their own mobile search directories
-Possess significant improvements over traditional telephone directories -Click to call features |
|
|
mobile coupons
|
groupons
|
|
|
5 steps to developing a strong mobile coupon program
|
1) Offer creation – researching
2) Unique coupon codes – tracking 3) Distribution – geography; timing 4) Validation – minimizing fraud 5) Redemption – using easily |
|
|
Quick response codes (QR) QR codes
|
-Two-dimensional barcodes that can be read by scanners on smart phone
-Offer marketers a wide range of opportunities to increase interaction with customers and prospects -The possibilities for marketing uses are endless |
|
|
location based social networking sites
|
-facebook places
-yelp -foursquare-leading geo location network in us. allows people to check in to the business, search for businesses withing grographic location -wereward and many others |
|
|
location based mobile
|
(lbm)
program that enables smart phone users to "check in" to a location, such as a business and see other friends' locations |
|
|
benefits of having location-based mobile marketing
|
-increased exposure
-loyalty/frequency program -collect customer data |
|
|
mobile phone application ("apps")
|
internet software programs to run on handheld devices such as smart phones
-Rapid GROWTH & development of new apps -Apps are EMPOWERING to consumers -BUILDS BRAND STRENGTH for marketers -Many DIFFERENT KINDS of apps available |
|
|
text messaging
|
-SMS Text Messaging (SMS)- short message service
-allow marketer to track open rates, manage lists, allow customers to opt in and opt out and do many of the same functions as email companys Multimedia Messages Services (MMS) |
|
|
Some ways SMS text messaging used to drive sales
|
-Promote special events & remind customers
-Recoup lost sales -Coupon distribution -Direct traffic to a specific web page And more! |
|
|
MMS
|
-Similar to SMS
-Includes much more detail and elements -May combine components such as text, images, audio and video to send to consumers -Mainly used with SmartPhones |
|
|
prerecorded messages
|
stored voice message that one my access through various triggers
|
|
|
telephone
|
-Can be viewed both as a marketing medium and a response mechanism
Telephone is an interactive medium -Telephone has been woven into the planning of most direct marketers -Two categories exist – inbound and outbound calls |
|
|
inbound
|
aka reactive telephone marketing
-Where customers are calling in to the marketer – reactive telephone marketing -Applications: • Ordering or inquiring • Clarifying or requesting assistance • Responding immediately to an advertisement • Expediting processing • Making pledges or contributions • Obtaining financial data, stock prices, etc |
|
|
outbound
|
aka proactive telephone marketing
-where firms call the customers – proactive telephone marketing -aapplications • Generating new sales, including reorders and new product instructions • Generating leads • Serving present accounts • Reactivating old customers • Surveying customers, members, voters |
|
|
T1
|
(outbound)
a giant pipeline or conduit through which a user may send multiple voice, data or video signals |
|
|
cold calls
|
a telemarketing term that indicates there is no existing relationship with recognition of the direct marketer by the customer or potential customer
interupt, bad relationship |
|
|
advantages of telephone marketing
|
• Two way communication
• Immediate feedback • Very flexible medium • Most productive medium • Cost effective medium |
|
|
disadvantages of telephone marketing
|
• Intrusive marketing medium
• Lacks visual enhancement • Does not provide a permanent response device |
|
|
planning a telephone marketing program
|
-preparing the telephone scripts
-aids the telphone operator, like an outline -training the telephone operates -integrating with other media -tv, direct mail, catalongs, print, radio, yellow pages, internet, social, vide, mobile, text etc |
|
|
six desired qualities of telephone operators
|
-experience
-computer literacy -people skills -reliability -organization -problem-solving |
|
|
click to call
|
work as a liason between the consumer and a business. a consumer can search for a specific type of business in a specific ares and can take action by making a reservation, booking etc right from mobile device. can click an icon and third party (such as google) will connect them to the business
|
|
|
call metrics
|
used to track phone calls and collect data
info on number of clicks on almost every aspect of their business listing (click to call) |
|
|
how long did it take technologies to reach 50 million users?
|
Telephone = 40 years
Radio = 38 years Cable television = 10 years Internet = 5 years facebook = less than 9 months to reach 100 million years |
|
|
requirements of interactive media
|
consumers must have…
1) Control over what is being presented 2) Control over products reviewed pace. 3) Ability to place an order or request additional direct information from their original media method |
|
|
website marketing activities
|
-provide information
-provide customer support & service -enable transactions |
|
|
website design. the purpose?
|
A marketing medium to interact with customers & prospects
|
|
|
email
|
-is electronic communication that travels all over the world via the internet
-extremely effective for customer retention -house list emails average almost 20% open rate |
|
|
online campaigns
|
-online market research
-e-commerce -connecting sites - products: craigslist - people: match.com |
|
|
auto responders
|
emails that are automatically sent when triggered by some variable or some event
|
|
|
viral marketing
|
email from the consumer to another consumer. electronic version of word of mouth. email messages are forwarded to other consumers by a consumer
|
|
|
viralocity
|
measure both the number of messages and the rate of speed by which email messages are forwarded by a consumer to other consumers.
89% adult users send content to others 63% once a week 25% daily |
|
|
spam
|
unwanted, unsolicited bulk commercial email messages. junk e-mail
|
|
|
html
|
simple coding system used to format documents for viewing by web clients
|
|
|
online panels
|
similar to focus group interviews, are discussions marketers conduct with people who have agreed to talk about a selected topic over a period of time
|
|
|
e-commerce (electric commerce)
|
the buying and selling of products online
|
|
|
connecting sites
|
serve as media to connect people for various reasons
|
|
|
methods to drive web site traffic
|
-search engine optimization
-adwords -banner ads -affiliate marketing -webinars -online direct response conversion pages -offline tactics |
|
|
optimization
|
the process of improving website traffic by using search engines
|
|
|
search engine marketing (sem)
|
the entire set of techniques and strategies used to direct more visitors from search engines to marketing web sites
|
|
|
four most common purposes for sem use
|
1) increase or enhance brand awareness
2)selling products, services, or content directly online 3)generating leads 4)drive traffic to website |
|
|
search engine optimization marketing strategies
|
paid placement
-paid inclusion -organic search engine optimization |
|
|
paid placement
|
"pay per click" (ppc)
"cost per click" (cpc) use text ads targeted to keyword search results on search engines through programs such as google, adwords, and yahoo Pay per click (PPC) (also called Cost per click) is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher (typically a website owner) when the ad is clicked |
|
|
paid inclusion
|
the practice of paying a fee to search engines and similar types of sites such as directories or shopping comparison sites, so that a given web site or web pages may by included in the service's directory, although not necessarily in exchange for a particular position in search engine listings. the fee structures will vary.
|
|
|
organic search engine optimization
|
includes the use of a variety of techniques to improve how well a site or page gets listed in search engines for particular search topics
|
|
|
compenents to getting a site ranked in most search engines
|
content
links activities |
|
|
content
|
how relevant the content on the site is to the actual domain name and how relevant it is to the keyword search
|
|
|
key word density
|
the number of times that the key word in the search appears on that web site
|
|
|
links
|
based on the premise that more valuable the site is the more people will link to it. not every link is the same.
|
|
|
pr value
|
how often google or other search engines indexes a site or how often they send their spiders to index a site
|
|
|
back links
|
involve the quality of links, number or broken links, the anchor text, and the positioning of the link
|
|
|
activity
|
length of time people stay on a website and how they are interacting with the web site, also addresses how often the site is updated- every day, once a month- more the better
|
|
|
aging
|
the recency of the site and is based on the date by which it was established on the web. the newer the site, the less weight it will be given compared to already established websites.
|
|
|
adwords
|
key words to describe or promote something
-search platform -ad structure |
|
|
search platform
|
when people search certain words google puts up ad that is related to those words used commonly
|
|
|
cost per click
|
how much the person is willing to bid to show the ad. this can make a difference of whether the ad will be placed on page one of google or some other page
|
|
|
quality score
|
looks at a variety of factors to measure how relevant your keyword is to your ad text and to a user's search query. a keyword's quality score updates frequently and is closely related to its performance.
high quality score means your keyword will trigger ads in a higher position and at a lower cost per click |
|
|
click through rate
|
addresses the number of people that click on your ad. the higher your click through rate the more it improves your quality score. the higher the click though rate the more often your ad will show
|
|
|
ad structure
|
effective ad structure follows AIDA model (attention, interest, desire, action)
|
|
|
banner advertising
|
digital analog to print ads, targeting a broad audience with the goal of creating awareness about the product or service being promoted. video/audio capabilities so designed for interactive media
|
|
|
affiliate marketing
|
is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's own marketing efforts. reward with percentage of sales
-similar to word of mouth referral marketing -two advantages: -higher number of opt-ins -allows company to build a list with no initial investment |
|
|
webiners
|
conferencing software used for sales presentation
-very effective for building a prospect list |
|
|
online direct response conversion pages
|
-squeeze pages or landing pages
-long form sales letters -video sales letters |
|
|
squeeze pages or landing pages
|
pages that allows visitor to either 1) opt in to obtain the lead magnet being offered or
2) leave the page all together -headline, sub headline, bullet points about the features/benefits of the lead magnet, opt in form, photo of lead magnet. optional but photos boost conversion |
|
|
long form sales letters
|
can either purchase or leave
-primary goal of sales letter is to make a sale |
|
|
video sales letters
|
powerpoint. not as long as webinars. can show video of person actually doing the selling
|
|
|
offline tactic
|
to drive site traffic.
Put on busses, visit vabeach.com |
|
|
digital formats and tools
|
-blogs
-social networks -PURLs -deal of the day online offers/coupons -click to chat |
|
|
blog
|
a weblog or web site that contains informal information and journal like entries
|
|
|
online pr or e-pr
|
refers to any type of public relations conducted digitally. social networking websites for example
|
|
|
social networks
|
twitter
linked in -professional network. find employees, help get jobs. 68% are 35+, 74% went to college, 39% earn more than $100,000 -facebook fan pages |
|
|
purl
|
personalized web page or microsite that incorporates the prospect's name and is tailored to his or her own interests based on information know about him. customized landing page, almuni relations
|
|
|
purl process
|
1) attract-call to action encourage to visit customized site
2)connect-when respond take them to vip landing page w own preferences 3)engage 4)retain |
|
|
click to chat
|
form of web based communication in which a person clicks an object (eg button, image, text) to request an immediate connection with another person in real time
Proactive chat-instant reminder. To do cnu intent to graduate form Button chat- on side click on any time. Like google chat cisco -third party apps -unstructured data -skill matching |
|
|
button chat
|
where the call to action is resident on the page and the visitor initiates the chat
|
|
|
proactive chat
|
where the visitor has triggered a business rule and the chat invitation pops in the page with a relevant call to action
business rule can vary and include the time spent on a page or site, aggregate pages viewed, the sequence in which the pages are viewed (AKA PATHING), or even specific page combinations such as "pogo-sticking" between product orientation pages |
|
|
abandonment rule
|
this rule is when visitors start to complete a form and then stall or close the form- at which point a proactive chat invitation can be issued to help complete the task
|
|
|
measuring site traffic and analytics
|
-google analytics
1)google keyword tool-competition with keyword, number of monthly searches of world and usa 2) google trends-search word, words come up with most volume 3)quantcast.com- analyze websites, demographics spyfu.com |
|
|
spyfu.com
|
reveals info about a site such as how much the company is spending on adwords, clicks per day, and cost per day
|
|
|
fulfillment
|
the act of carrying out customers expectations
-the delivery of products, services, and information |
|
|
typical fulfillment benchmarks
|
cost per order (fully loaded)
order processing turnaround time initial customer order fill rate order accuracy inbound recepits, dock to stock per hour benchmarks inventory accuracy |
|
|
6 steps in the fulfillment process
|
-offer- need to have offer before fulfillment
-response – connection -processing -shipping -billing -customer service *fulfillment within the direct marketing cycle (chapter 1) |
|
|
offer
|
encompasses the terms under which a direct marketer promotes a specific product or service to the customer
|
|
|
fulfillment options
|
-in house fulfillment
-integrated order fulfillment -outside fulfillment centers -online fulfillment |
|
|
in-house fulfillment
|
-the company handles ware housing and order processing functions at its own distribution center
-in house warehouse process -figure 11-5 flow chart of warehouse process |
|
|
packing slip
|
identifies the products to be included with the ordr
|
|
|
picking list
|
normally provides routing information regarding the most efficient way to physically move through the warehouse and assemble the items ordered by the customer
|
|
|
fulfillment center personel
|
pickers
|
|
|
in house fulfillment
|
-the company handles ware housing and order processing functions at its own distribution center
|
|
|
in house warehouse process
|
1) order received
2) order processed 3)items are picked in warehouse 4)personalization 5)order is moved to packed 5) package moves to appropriate location for transport to final destination |
|
|
integrated order fulfillment
|
-the process of building and delivering products should not begin until after an order has been taken
|
|
|
outside fulfillment centers
|
-direct marketer out sources its fulfillment operations to third party fulfillment centers or on-line fulfillment providers
-advantages & disadvantages exist 1) focus more on marketing and sales activities 2)outside companies have state of the art fulfillment software that most dmer's would otherwise find too expensive to acquire 3)less financial risk/more predictable--> treat fulfillment costs as variable costs ex- dick’s sporting goods and GSI commerce |
|
|
virtual enterprise
|
a company that is primarily a marketing and customer service entity, with actual product development and distribution handled by a broad network of subcontractors
|
|
|
Online Fulfillment
|
-E-fulfillment – the integration of people, processes, and technology to ensure customer satisfaction before, during, and after the on-line buying experience
|
|
|
E commerce organizations have sometimes
|
lacked the needed focus & emphasis on fulfillment. “the dot com failures of 2000.”
|
|
|
ALWAYS (do what?)
|
under promise and over deliver – exceed expectations
|
|
|
delivery options
|
(least important)
-multiple channel distribution options -US postal service -first class mail- busn reply envelopes and cards, $ -periodicals-publications (mags) -standard mail ← third class mail – used to distribute direct mail -special mail service-expedited mail mail service of special interest to dmer's, express mail -alternative delivery systems--> fed ex, telephone, internet |
|
|
common sources of fulfillment problems
|
-accuracy of the order
-package presentation -speed of delivery -stock of availability -return processing |
|
|
ways to avoid fulfillment problems
|
-paying attentions to packaging slips
-including toll-free numbers -hire a well-trained customer service staff -establish quality control measures |
|
|
call centers
|
-a dedicated team supported by various telephone technological resources to provide responses to customer inquiries
|
|
|
-key success measurement
|
– “call –abandonment” (or) the number of callers that hang up before being serviced by a telephone sales representatives
keep low |
|
|
In-house call centers
|
-main advantage- degree of control the company has over the telephone marketing operations
-main disadvantages- time and expense of training the call center personnel and large financial burden |
|
|
outside call centers
|
Advantages
-main: reduction in expenses and capital outlays -low initial investment -elimination of hiring needs -fixed operating cost -quick start up -time flexibility Disadvantages -lack of direct control -lack of direct security -lack of employee loyalty -mass market approach -caliber of personnel. often call center outsources pay less than in house call centers so quality of personnel is affected |
|
|
outsourcing
|
formally refers to the process of having all call center activities handled by an outside organization or teleservice outsourcer
|
|
|
customer satisfaction
|
-the extent to which a firm fulfills a consumer’s needs, desires, and expectations
-customer service levels-how rapidly & dependably a firm can deliver what the customer wants |
|
|
customer relationship management
|
to build and maintain better customer relationships
a big picture approach that integrates sales, order fulfillment, call center operations, and customer service and coordinates and unifies all points of interaction with the customer, throughout the customer life cycle and across multiple channels |
|
|
evaluating customer satisfaction
|
pretend they are customer
1) place inquiry, order, or a complaint with the organization under a fictitious name and experience firsthand the level of customer service your organization really delivers 2) periodic follow-up surveys |
|
|
8 rules to keep customer happy
|
• Remember that the customer is always right
• Don’t promise something you cannot deliver • Inform your customers about how to return products • Inform your customers about how to complain • Test your own service • Date and record all customer correspondence • Investigate your competitor’s offerings on a regular basis • Exercise care in billing and collection |
|
|
environmental issues
|
-Protecting the environment is important to all marketers
-DMA’s environmental resolution & “Recycle Please” public education campaign |
|
|
the dma green 15: environmental business practices areas
|
-paper procurement & use
-list hygiene & data management -mail design & production -packaging -recycling & pollution reduction |
|
|
code of ethics
|
a set of guidelines for making ethical decisions
e business- ethical business |
|
|
ethics
|
moral principles of conduct governing the behavior of an individual or group
|
|
|
morals
|
the judgment of the goodness and badness of human action and character
|
|
|
dma ethical guidelines
|
-the terms of the offer
– collection use and maintaince of marketing data ***** -advance consent – online marketing -marketing to children – telephone marketing -special offers and claims – fundraising -sweepstakes – laws, codes, and regulations -fulfillment |
|
|
services within the dma corporate responsibility department
|
-mail preference service (mps)
-telephone preference service (tps) -email preference service (emps) |
|
|
basic consumer rights
|
-the right to safety
-the right to be informed -the right to selection -the right to confidentiality -the right to privacy |
|
|
cpo
|
chief privacy officer
the newest arrival in corporate hierarchies, the new white knight of the twenty first century. overseeing privacy in corporation |
|
|
legislative issues to safeguard consumer rights
|
intellectual property
security privacy -privacy act of 1974-mainly concerned with databases and mailing lists- what fed govt can do with personal info |
|
|
intellectual property
|
products of the mind or ideas
|
|
|
privacy
|
level of control consumers have over information provided
|
|
|
data/security breach
|
pertains to the safeguarding and securing of data from unauthorized access or damage, as mentioned in the security section
|
|
|
privacy today
|
can-spam act of 2003
2010- advertising option icon and the digital advertising alliance formed |
|
|
can-spam act of 2003
|
applies to commercial emails and provides sets of requirements for everyone involved in sending commercial emails
|
|
|
2010 advertising option icon and the digital advertising alliance were formed
|
to give consumers more options and control over the ads they receive
|
|
|
types of consumer information
|
general descriptive information
ownership information product purchase information sensitive/confidential information |
|
|
consumer privacy segments
|
privacy unconcerned (don't care)
privacy fundamentalists (need permission) privacy pragmatics - look at the contract, offer, and methocs of data collection and apply a cost/benefit analysis to make a determination about a marketer's use of information |
|
|
dma commitment to consumer choice
|
in 2008 the dma initiated its redefined preserence website, DMA CHOICE.
the site addresses consumers' need for choice across a multitude of channels, not just mail |
|
|
the four components of the dma commitment to consumer choice
|
1)provide customers, donors and prospects with notice of their ability to "OPT OUT" of information exchanges
2) HONOR REQUESTS for customers to opt out within 30 days 3)DISCLOSE, on the consumer's request, the source from which the marketer obtained personal data about the consumer 4) UPDATE mailing lists using dma's mps. suppression file each month |
|
|
dma online privacy principles
|
marketers must make their information practices available to consumers in a PROMINENT PLACE on the website
marketers must furnish consumers with an opportunity to OPT OUT of the disclosure of such information |
|
|
regulatory authorities of direct marketing
|
federal trade commission
federal communication commission united states postal service state and local regulation private organizations |
|
|
the future: self regulation or more legislation?
|
self regulation is the PREFERRED method by direct marketers- "CPO's"
-permission marketing...the future? |
|
|
to get at the heart of privacy concerns, you have to understand two basic consumer perceptions:
|
annoyance and violation
annoyance- way people feel when they recieve too much unsolicitated marketing communications violation: the way people feel when they believe too much information about their personal lives is being exchanged between marketers without their knowledge and or consent |
|
|
infomediaries
|
are companies that act as intermediaries or third parties by gathering personal information from a user and providing it to other sites with the user's approval
|
|
|
four elements in the ftc's privacy policy for online direct marketing
|
notice, choice, access, security
|
|
|
permission marketing
|
obtains the consent of a customer before a company sends out a marketing communication to that customer via the internet. permission marketing gives the consumers control over what online communications comes to them
|
