Module 17 & 18: Integrated Marketing Communication and Digital Marketing Flashcards
Integrated Marketing Communications
carefully blended mix of promotion tools –> advertising, sales promotion, personal selling, public relations, and direct & digital marketing
Advertising
reaches masses of buyers at a low cost per exposure, builds a long-term image for a product, can trigger quick sales, has a public nature & is viewed as legitimate, very expressive, impersonal & lacks the direct persuasiveness of sales people
Personal Selling
personal interaction between two or more people, allows all kinds of customer relationships to spring up, buyer feels a greater need to listen & respond, most expensive promotion tool
Sales Promotion
wide assortment of tools with unique qualities, attracts attention & offers incentives to purchase, used to dramatize product offers & boost sales, invites & rewards quick responses but has short-lived efforts
Direct-Digital Marketing
more targeted & interactive, immediate & personalized
Public Relations
very believable to readers, can dramatize a company or product, reached many prospects, effective & economical when well thought out
Content Marketing Managers
create, inspire, and share brand messages and conversations
Informative Advertising
communicating customer value, building a broad & company image, telling the market about a new product, explaining how a product works, suggesting new uses for a product, informing the market of a price change, describing available services and support, correcting false impressions
Persuasive Advertising
building brand preference, encouraging switching to a brand, changing customer perceptions of product value, persuading customers to purchase now, creating customer engagement, and building brand community
Reminder Advertising
maintaining customer relationships, reminding consumers that the product may be needed in the near future, reminding consumers where to buy the product, keeping the brand in a customer’s mind during off-seasons
Digital Marketing
mobile technology, digital billboards, social media, and websites
Owned Media
digital properties that are directly controlled by a company
Paid Media
digital marketing efforts that require a paid investment
Earned Media
the publicity and attention a company receives through electronic word-of-mouth
Inbound Marketing
focuses on attracting customers through valuable and relevant content
Content Marketing
focuses on consistently creating and sharing informative material to drive customer interest and inspire profitable actions
Ease in Navigation
users must be able to find what they are looking for in as few clicks as possible
Quick Load Time
users expect a seamless browsing experience, so sites must use load images and content quickly
Mobile Friendly
with more people using their phones than computers now, it is important that sites are designed for mobile users
Customer Service Tools
companies can offer superior customer service through customer service tools, such as online chat features and the ability to try clothes on a virtual model
Search Engine Optimization
the process of driving traffic to a company’s website from “free” or “organic” search results using search engines rather than from paid advertisements
Search Engine’s Result Pages (SERP’s)
the page of links and information displayed after a user enters a search query
Key-Word Search
find the right words and phrases to use on your website so that search engines can understand what your site is about
On-Page Optimization
makes changes to your websites individual pages so that they are easily understood by search engines
