Building a Brand: Marketing Programs Flashcards
What are digital era trends that implicate brand management?
- changes in the consumer decision journey
- sharp increase in buying via online retail channels
- shift in advertising and promotion expenditures towards digital channels
- rise of many-to-many communications (information shared within groups)
- dramatic increases in consumer touchpoints
- tremendous increase in data availability
- use of digital personalization
- loss of control over brand message and co-creation of brand meaning
- role of user experiences
- growth of brands as a cultural symbol
What is it called when you are asking customers to engage with your brand and you are at the mercy of your customer?
Loss of control over brand message
What is loss of control over brand message?
When asking them to engage with the brand you are at the mercy of your customers
What’s important when you have a loss of control over the brand message?
Post-purchase advocacy
What is one-to-one communication?
when the brand talks to each individual and vice versa
What is many-to-many communication?
when the brand talks to each individual and vice versa and the individuals also talk to each other
Audiences are what types of recipients
passive recipents
What has fueled the increase in consumer touchpoints?
Digital marketing and social media channels and the ability to communicate with others
What is Attribution?
a set of user outcomes that set actions and assign value to these events. Which events and in what order to get consumers to follow a certain behaviour pattern
What is marketing attribution?
The practice of determining the role that any given channel plays in informing and influencing the customer journey
What is marketing attribution important?
It is critical to the success of customer marketing (before buying)
What is single touch?
give credit to individual instances (understand why they choose it and see why it’s not successful)
What is multi-touch?
Give credit to multiple elements. More accurate and less relevant
What is digital personalization?
- Targeting individual consumers with varying offers to try to ensure that they complete a purchase
- digital tools have allowed for unprecedented personalization
- dynamic pricing
- same product can become available at different prices based on expressed customer interest
What forces co-produce with brand meaning?
- Firm-generated brand meaning
- Consumer-generated brand meaning
- Media and cultural influences
How to coordinate brand meaning?
Ask customer to be a co-creator
What is firm-generated brand meaning?
You can’t be the only storyteller in the brand. There need to be other storytellers shaping the customer conversations and contributing to the brand’s meaning. All socials are amplifying positive and negative stories about the brand.
What is key to digital brand success?
User experience
What are the 3 levels of customer engagement?
- Low brand engagement
- Moderate brand engagement
- High brand engagement
How can negative brand engagement influence a brand?
There is a trickle down effect where those who are negative can influence those who are not very engaged who you are trying to attract
What is negative brand engagement?
Hatred and dissatisfaction with a brand
How can companies redress customer grievances?
Brand ambassadors
Why are brands more readily ridiculed and parodied?
Due to the online nature of communication
Digital Marketing Communication Channels?
- Paid
- Owned
- Earned
What is a paid digital marketing communication channel?
- search advertising
- display advertising
- social media advertising
- email marketing
- paid bloggers/ influencers
- mobile in-app advertising
What is an owned marketing communication channel?
- company website
- company-owned social media (e.g facebook, youtube, Instagram)
- mobile apps
What is an earned marketing communication channel?
- review websites (e.g amazon reviews, Yelp)
- public relations
- media coverage
What is content marketing?
a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience— and, ultimately, to drive profitable customer action
What are the 3 lines?
Above the Line (ATL)
Below the Line (BTL)
Through the Line (TTL)
About is Above the Line
The untargeted and massive campaigns to raise brand awareness (mass media). Reach a lot of people, cover large chunk of the population. Throwing something out there and hoping it sticks. Expensive and might not contribute to conversion rather than personalization approach
Pros of Above the Line?
May be ideal for building brand awareness with a large group of people because your messaging is spread across several large platforms, creating repetition with your audience. Maybe impactful because it combines visual and audible elements to
augment customers’ attention.
Cons of Above the Line?
Hard to measure the exact impact and ROI, Cost
What is Below the Line?
Smaller highly targeted ads, easier to track, definitive customers. Limited in terms of reach, and higher conversion rates. Niche. Potential to develop customers. Doesn’t cover modes of unconventional marketing in terms of asking people to spread the message.
What are the pros of below-the-line?
- Aimed at those specifically identified
- More focused than ATL on ROI, user conversions and quantifying success
- Highly trackable results
What are the Cons of below-the-line?
- Risk
- No knowledge of how much traffic will be received until after the ad campaign has begun
- Need to consider costs and time involved when deciding whether to use paid traffic campaigns
What is through the line?
Combination of widespread awareness and focused targeted returns. You have to consider intent, direct response can’t be ATL.
What are the pros of through the line?
attacking two fronts simultaneously improving general awareness and also
aiming to increase traffic and sales
What are the cons of through the line?
more expensive to use than either ATL or BTL alone. For this reason, it is
normally used only by large, established companies
