Digital Marketing Programs Flashcards
Blended Shopping
physical and digital retail are no longer separate; essentially one continuous experience between offline and online
one-to-one communications
the brand has one touchpoint with consumer
many-to-many communications
marketing attribution
practice of determining role that any given channel plays in informing/influencing customer journey
digital personalization
targeting individual consumers with varying offers to try to ensure they complete a purchase
Give an example of digital personalization
dynamic pricing
Levels of pyramid
high engaged, moderately engaged, not very engaged
What conducted brand meaning
firm-generated brand meaning, consumer-generated brand meaning, and media/cultural influences
What is a brand engagement related con to moving companies online?
negative brand engagement can get exaggerated online where consumers can share anything
content marketing
strategic marketing approach focused on creating and distributing content to attract and retain a clearly-defined audience and drive profitable customer action
types of digital marcomm channels
paid, owned, earned
Key ingredient for digital brand success
user experience
Paid Digital MarComm Channels
Search advertising
Display advertising
Social media advertising
E-mail advertising
Paid bloggers/influencers
Mobile in-app advertising
Owned MarComm Channels
Company web sites
Company-owned social media
Mobile apps
Earned MarComm Channels
Review web sites
Public relations
Media coverage
