Lakhasly

‏ ‏Principles of Marketing
‏ Chapter 10
New Trends in Marketing

‏Digital Around the World in 2019

‏Direct and Digital Marketing
‏Direct and digital marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

‏Direct and Digital Marketing
‏The New Direct Marketing Model
‏ For many companies today, direct and digital marketing constitute a complete model for doing business.

‏Direct and Digital Marketing
‏ Rapid Growth of Direct and Digital Marketing
‏Direct and digital marketing have become the fastest-growing form of marketing.

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

Direct and Digital Marketing
‏Benefits of Direct and Digital Marketing to Buyers

‏Convenience
‏Ready access to many products
‏Access to comparative information about companies, products, and competitors
‏Interactive and immediate

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

‏Forms of Direct and Digital Marketing

‏Digital and Social Media Marketing
‏ Multichannel Marketing
‏Multichannel marketing involves marketing both through stores and other traditional offline channels and through digital, online, social media, and mobile channels.

‏Forms of Digital and Social Media Marketing
Online marketing is marketing via the Internet using company Web sites, online ads and promotions, e-mail, online video, and blogs.

Marketing Web sites engage consumers to move them closer to a direct purchase or other marketing outcome.

Branded community Web sites present brand content that engages consumers and creates customer community around a
brand.

‏Forms of Digital and Social Media Marketing
‏Online advertising is advertising that appears while consumers are browsing online and includes display ads, search-related ads, online classifieds, and other forms.

E-mail marketing involves sending highly targeted, highly personalized, relationship-building marketing messages via e-mail.

Spam is unsolicited, unwanted commercial e-mail messages.

‏Forms of Digital and Social Media Marketing
‏ Viral marketing is the digital version of word-of-mouth marketing: videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends.

Online video marketing involves posting digital video content on brand Web sites or social media sites such as YouTube, Facebook, and others.

‏Forms of Digital and Social Media Marketing
‏ Blogs are online journals where people and companies post their thoughts and other content, usually related to narrowly defined topics.

Social media are independent and commercial online communities where people congregate, socialize, and exchange views and information.

‏Mobile Marketing
‏ Mobile marketing delivers messages, promotions, and other content to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices.

‏2007 - Apple launched its first iPhone.

‏2013 - Android and iOS dominated the market and it’s the time when apps were becoming popular.
‏2014 - The number of mobile phone users exceeded the number of computer users.
‏2019 - There are 5.11 billion unique mobile users in the world today.

‏You can reach customers anywhere, anytime using mobile devices which are smaller and more convenient than computers and laptops.
‏Mobile devices give consumers the opportunity to locate stores, shop, and compare offers in-store and outside retail outlets.
‏Internet users spent more and more time on mobile devices and purchase increasingly with their smartphones.

‏Mobile Marketing
‏Mobile marketing is a component of digital marketing that targets customers who use exclusively mobile devices.

‏Mobile users utilize their mobile devices to conduct search, visit social media platforms and check out websites.

‏Public Policy Issues in Digital Marketing
‏Irritation includes annoying and offending customers.
Unfairness includes taking unfair advantage of impulsive or less-sophisticated buyers.
Deception includes “heat merchants” who design mailers and write copy designed to mislead consumers.
Fraud includes identity theft and financial scams.

‏Internet Use in KSA

‏E-Commerce Activities in KSA