Chapter 5 Flashcards
What are Marketing Communications?
Communication to reach commercial objectives.
What is the Corporate Communications Department?
Department that ensures the stakeholders/policymakers/etc. rate the organization high by influencing them.
What is Public Relations?
Department that ensures the stakeholders/policymakers/etc. rate the organization high by influencing them.
What is the Marketing Communications Plan?
identifying the target audiences
determining the communications objectives
selecting the communications tools and channels
executing the communications plan
evaluating and revising + planning and budgeting
What is the difference between Target Market and Target Audience?
Target Market refers to the large groups of people, the target audience is the small segment of the market.
What three ways do we use to find and approach the target audience?
Target by data
Target by context
Target by choice
What is finding Target By Data?
Using data on characteristics or behavior, like google ads, facebook or Instagram.
What is finding Target By Content?
Searching for contextual signals. Posting ads on websites in the same sector.
What is finding Target By Choice?
Based on individual reactions to brand expressions, engaging with people who show interest in the brand.
What are Contextual Messages?
Searching for contextual signals. Posting ads on websites in the same sector. The messages they post are contextual messages.
What is Conversion?
The process of transforming visitors into buyers.
What are Digital Brand Communications?
Digital communications for the brand in questions. This is what the marketer makes objectives for.
What are SMART goals?
Goals that are Specific, Measurable, Assignable (achievable), Realistic (relevant) and Time-bound.
What are Attention Signals?
Signals that can check if the people have given their attention to the brand expression.
What are Interest Signals?
Signals that show an individual is truly interested in the brand.
What is Zero Moment of Truth?
When something passes your threshold. First time you see/notice it.
What is Content?
Posts. The moments of contact between seller and buyer.
What is Hero Content?
Information that makes your brand stand out.
What is Hub Content?
Content that matches the interests of the target audience.
What is Help Content?
Informative content that helps answer any questions the viewers may have.
What is Hygiene Content?
Informative content that helps answer any questions the viewers may have.
What is Public Relations and Information?
Regular encouragement of mutual understanding between organizations and the public. Sending out press reports and setting up a corporate website.
What is Sponsorship?
What is Sponsorship?
Making a financial contribution to an event or sports team in exchange for brand visibility.
What are Promotions?
Special offers to increase sales temporarily.
What is Direct Marketing/Dialogue Marketing?
Direct communications from the manufacturer of product or service to the end consumer.
What is Retail Communications?
Means of communication within shops aimed at increasing sales, like displays, packaging, etc.
What are Direct Sales?
The salesperson personally communicates with the buyer.
What is a Communications Mix?
Mix of different communication outlets used for advertising.
What is Editorial Context?
Environment where the advertisement is posted.
What is Native Advertising?
When the content and context align. They are consistent with the interest of the viewer.
What is Media Convergence?
Uniting or verging media. Like a physical and online copy of a magazine.
What is meant by ‘ Second Screen’?
Using another screen whilst watching TV.
What is Cross-Media?
A combination of online and offline media.
What is Cross-Media optimization?
Reinforcing the media message by embracing a selected marketing communications mix.
What is Multimedia Brand Consistency?
A uniform representation of the brand across different channels.
What is Storytelling?
Creating a marketing message with a storyline to integrate the mediums.
What are Digital Communications Methods?
Methods that aim to guide target groups through the first step of the Digital Marketing Funnel (generating visits to the digital channel). The most important methods are:
- Social media marketing
- Content marketing
- Search engine marketing (SEO + Paid search)
- Link-building
- Programmatic advertising
- Affiliate marketing
- Email marketing
What is Social Branding?
Creating a new/better brand image based on social media.
What is Social Commerce Strategy?
Creating a new/better brand image based on social media. At first, they did this for promotions and purchases, this is called Social Commerce Strategy.
What is Social Content Strategy?
Involving the consumers in the decisions made by the company. Like asking them for ideas.
What is Social Monitoring Strategy?
When the initiative comes from the consumer.
What is Social CRM Strategy?
A strategy that involves creating a win-win situation between brand and consumers by collaborating.
What is Word Of Mouth?
People spread information by talking about it.
What are Brand Communications?
Ways the brand communicates their messages.
What are the 5 ways of Brand Communications?
- Creating their own social media accounts
- using influencers on social media
- Using customers to share the brand
- Encouraging employees to share brand related content
- using advertisements
What is a Burst Strategy?
Using brand communications actively for short periods in the year.
What is an Almost-On Strategy?
Strategy where attention is paid to brand communications more regularly.
What is a Drip Strategy?
The organizations uses brand communications more spread throughout the year. They do this at very specific times or after certain actions or events.
What are influencers?
Individuals who have gained a significant number of followers on social media and hold considerable influence over them.
What are Influencer Campaigns?
Using influencers to introduce and advertise a product to the target audience.
What types of Influencers are there?
- Celebrity influencers
- Social Media Influencers (people that have gotten famous by activities online)
- Micro influencers (individuals with knowledge and passion for a particular product/service)
- Advocates (fans of a brand and are eager to talk about it)
What is an Influencer Marketing Platform?
An intermediary party that brings together advertisers and influencers.
What is a Viral?
A viral is a way of spreading online communications, the terminology is derived from its similarity to the spread of infectious deceases. It’s possible for a social media message to go “viral”.
What is Newsjacking?
Social media messages that use current events as a vehicle for exposure.
What are Mapped Moments?
Predictable events relating to the general public.
What Mounting Moments?
Unpredictable events relating to the general public.
What are Manifest Moments?
Predictable events relating to individuals
What are Micro Moments?
Unpredictable events relating to individuals
What is Stickiness?
How impressive the message is.
What is a Popularity Rate?
The higher this rate, the longer lasting the effect of the viral video. Number of views in the 2nd month : number of views in the 1st 10 days.
What is Reputation Management?
Systematically influencing what people think and believe regarding the reliability and quality of an organization or brand.
What are the steps in Reputation Management?
- Continuous and active monitoring of stakeholders, conversations and reporting about the organization and its products.
- Actively answering questions and participating in discussions.
- Developing relationships with stakeholders.
- Creating thought leadership yourself by the creation and sharing of content.
What is Thought Leadership?
You as an individual or organization are recognized and seen as an authoritative figure in a specific area.
What is Employee Advocacy?
Thought leadership created by the employees of a brand.
What is Content?
Term for any form of information, text, images, audio and video.
What is Content Marketing?
The creation, supply and distribution of content.
What is Social Content?
Involves sharing content on social media platforms.
What are Leads?
A list of potential customers.
What is Lead Nurturing?
Converting leads into actual customers.
What is the Content Marketing Cycle?
- Researching the info needs of potential customers
- Deciding on the objectives, themes and approach
- Creating content
- Promoting content
- Measuring and evaluating
- Adjusting
What is Tone Of Voice?
Tailoring the language you use to the customer.
What is Customer Journey?
The various stages a customer has throughout the process of orientation, the purchase of a product or service and when making use of it.
What is Content Strategy/Plan?
The digital marketer must illustrate how their organization’s information will be published via the various online and offline channels.
- Objectives and Communications
- Target audiences
- Themes you want to pay attention to
- Topics that will be discussed within those themes
- The channels you use to distribute your content
- The content formats you use
- Your approach for enticing the readers of your content to join you in taking the next step in the customer journey and ultimately becoming a customer.
- Schedule or content calendar.
What are 3 Success Factors?
- Be authentic
- If you want to end with sales, start with branding
- Ensure consistency and continuity
What are Content Formats?
Ways to deliver your content;
- Brands website
- Blogs
- Social media post
- Infographics
- Podcasts
- Whitepapers and eBooks
- Messages on social media discussions
- Videos
- Presentations
- Webinars
What is Content Curation?
Finding and sharing interesting, relevant content. Most effective if you supply the content that you share together with your own insights, professional opinion (analysis or interpretation).
What is Content Spinning?
Re-using old content, also known as content recycling. Adapt it to the new content format.
What is Content Promotion?
Promote content tailored to the recipients.
What are the 7 Principles of Effective Content?
- Be authentic
- Be consistent
- Be comprehensible
- Target groups
- Be interactive
- Have shareable content
- Be accessible
