lecture 8 - marketing communication (promotion) Flashcards
what is the linear model of communication?
this is where a sender encodes a message via a channel and the message is decoded by the receiver
It is straight-line communication found typically in mass communication; think television, radio, newspapers, etc. According to this model, there is no means for immediate feedback.
what is the traditional integrated marketing communications (IMC)?
one way communication
integrated marketing communications (IMC) have traditionally been considered to be largely one-way in nature (‘bowling’)
- the message transmitted to potential customers, who may or may not have been willing participants in the communication process
- the control over the dissemination of information was in the hands of the firm’s marketing organisation or personal.
what is the implication of the IMC on marketers?
- old fashion marketers try to control the conversation but they cannot
- our customers are already talking to each other online, they talk about our industry, competitors, us, our brand etc.
- the only think marketers can hope is to influence, is the direction of the conversation
what is the pinball model
Marketing on social media use communication on multitude of dimensions (channels, hardware etc)
to keep this conversation alive, marketers must be involved and engage many targets, bumpers, flippers, plungers, kickers and slingshots:
Brand communities, vloggers, bloggers, other influencers and many more
promotion strategy
what is the POEM model?
the POEM model stands for paid, owned and earned media and the framework. Organisations use POEM model to drive brand awareness, distribute content, engage prospects, and guide them through the sales funnel
what is the PESO model by Gini Dietrich
paid media
- facebook sponsored posts, sponsored tweets, twitter cards, fan acquisition, lead generation, outbrain
owned media/content
- create from experts, employer stories, customer stories, user generated content, reviews, brand journalism, webinars/videos/podcasts
earned media/publicity
- publicity, media relations, blogger relations, investor relations, influencer relations
shared media/social media
- facebook, twitter, linkedin, youtube, pinterest, instagram
paid and owned media/incentive
-affiliate
- brand ambassador
- sponsored content
- native advertising
earned and shared media
partnerships
- charity tie-ins, community service, co-branding
influencer engagement
- response to detractors, detractors turned to loyalists, detractors turned to advocates
paid, owned, earned and shared media
authority
- optimised content, shareable content, engaging content, google authorship
what is paid media
one method by which organisations can promote their brand or content through sponsored social media posts, display ads, paid search results, video ads, pop-ups, and other promoted multimedia
paid media can be an effective opportunity to expand your brand reach, get more clicks, and generate more traffic
what is earned media?
the term describes the attention you receive from sources that you do not control. This includes websites, review sites, media outlets, and blogs mentioning your brand. While these mentions are valuable for readers to discover your brand, word-of-mouth mentions from friends or others can sometimes be more beneficial when trying to convert a consumer into a customer.
- earned media happens when a third party endorses your brand
-76% of customers trust online reviews as much as recommendations from family and friends. Organic reviews and testimonials are one of the best ways to gain credibility
what are organic influencer reviews?
even if you can’t pay influencers to promote your brand, they can also advocate for you and talk about your brand organically - because they like you.
what is shared media
- shared media refers to content which is shared across 3rd party platforms, such as social media, or shared between multiple owners, including people liking, commenting on or sharing someone’s social media posts - the result of shared interaction
- shared media is intended for user-generated distribution. Essentially, it’s any content shared about your brand on social media, including word-of-mouth marketing content
- shared media is completely dependent on factors beyond your direct control. A lot depends on the algorithms, reach, it’s the customer who has control over this communication, not the brand
- much of the content shared on social media, falls under shared media.
examples spotify wrapped - end-of-year marketing campaigns that were based on individual music taste and favouties.
what is owned media?
- owned media is defined as the set of communication channels/outlets that an entity (organisation/individual) has complete control over. It includes properties such as websites, blogs, email newsletters, forums and so on.
- Owned media is the home to your content and acts as the guiding light to the POEM model. Since you exercise complete control over your owned properties, you have the freedom to tweak your content strategy and manage the publishing schedule according to the resource availability.
- Owned media follows the pull marketing strategy (to increase demand for products), contrary to paid media. Rather than persuading the audience to take an action before providing them any value (push marketing), it first delivers the value, often in the form of content, and allows the audience to act anytime they want.
what is the AIDA model?
Awareness: creating brand awareness or affiliation with your product or service
interest: generating interest in the benefits of your product or service, and sufficient interest to encourage the buyer to start to research further
desire: for your product or service through an ‘emotional connection’, showing your brand personality. Move the consumer from ‘liking’ it to ‘wanting it’
action: move the buyer to interact with your company and taking the next step i.e. downloading a brochure, making the phone call, joining your newsletter, or engaging in live chat etc
what are the elements in the promotional mix?
advertising
branded content
public relations
social media marketing
events & experiences
direct marketing
sales promotion
personal selling
