Module 8 - Promotion Flashcards by Finn Carrington

What is Search Engine Optimisation?

Designing your website to appear at the top of the list

Using key words / strategies to increase the number of website visitors and get yourself higher up on the list

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Techniques that a business can use to increase its placements in search results

Google ads - pay to be there

Reviews

Performance of website - quality

Security of website - quality

Meta description - brief description below link on Google

Backlinks

Fresh content

Be more friendly and responsive

User experience

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What is influencer marketing?

Takes established practice of celebrity endorsement and putting it in an online context

Influencer often has loyal following

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Benefits of influencer marketing

Relatively low cost

Increases conversions (new customers)

Assisting the launch of a product

Boosting brand awareness

Improving a brands SEO

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What are the key factors a business should consider when deciding whether to us influencer marketing or not? (Bad wording - if they are deciding to use influencers)

Transparency - clarity on relationship between brand and influencer to followers eg #ad

Authenticity - influencer should’ve been chosen based on their ‘best fit’, not just due to number of followers

Vetting - background check on potential influencers eg negative press history

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What is Guerrilla Marketing

An unconventional form of inbound marketing that raises brand awareness among large audiences

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Different types of Guerrilla Marketing

Ambient marketing

Ambush marketing

Stealth marketing

Viral / buzz marketing

Guerilla projection advertising

Grassroots Marketing

Wild posting

Astroturfing

Street marketing

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What is ambient marketing? (Guerrilla marketing)

Using attention-grabbing object in a highly visible location

Eg an advertising campaign that can be used as a bench or rain shelter

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What is ambush marketing? (Guerrilla marketing)

The advertiser ambushes a specific area such as an event space in order to compete for exposure against competitors

Beefing out other companies

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What is Stealth Marketing? (Guerrilla marketing)

Marketing to consumer without them being aware

In films when a McDonald’s is used for food

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What is Viral / Buzz Marketing? (Guerrilla marketing)

Capture attention for consumers to them amplify the message themselves via social media

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What is Guerrilla projection advertising? (Guerrilla marketing)

Projecting a digital billboard onto the side of a building

Draws the attention of people on foot

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What is Grassroots Marketing? (Guerrilla marketing)

From the ground up - speak to individuals to convey brands message

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What is wild posting? (Guerrilla marketing)

Placing multiple posters in various locations

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What is astroturfing? (Guerrilla marketing)

Riskiest and least ethical

Creating artificial excitement around a product eg fake reviews

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What is street marketing? (Guerrilla marketing)

Promotion of products or services in public places

Eg promoters tieing red helium balloons to drains for the release of IT

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Key elements of the promotion mix (techniques)

Advertising

Personal selling

Publicity and public relations

Sales promotion

A successful promotion mix:

Creates brand awareness

Creates interest in products / services

Helps generate revenue

Advertising includes

Types of advertising

Trade advertising - B2B

Consumer advertising - B2C

Corporate advertising

Advantages of advertising

Useful to create a long-term brand image

Possible dramatic impact on customer (John Lewis Christmas advert)

Disadvantages of advertising

Difficulty in evaluating the effectiveness of advertising

If traditional advertising, can be expensive

What is personal selling

Selling involving personal contact

Eg salesperson - bit like a recruiter

Advantages of personal selling

Can permit the development of long-term customer relationships (b2b)

Gives scope for flexibility to satisfy individual customers requirements

Disadvantages of personal selling

Potentially high cost per customer contacted

Higher exposure to people issues (clash of personalities between customer and salesperson)

Publicity definition

Any type of news item about an organisation and it’s products / services conveyed through a mass medium Often requiring no immediate cost to organisation

Public relations definition

Active steps by an organisation to create understanding and goodwill between itself, it’s customers and the general public

What is sponsorship

Involves providing finance in return for promotion of corporate image

Advantages of sponsorship

Can be used to promote the whole company and therefore, all of its products and services May be accepted as less biased info than targeted advertising by customers

Disadvantages of sponsorship

Impossible to control media comments (eg alcohol companies) Very difficult to assess the effect of publicity and PR on sales and profits

What is sales promotion?

Any short-term or intermittent incentive designed to encourage the sale of products / services

Examples of sales promotions

Competitions Buy-back allowances Cash-back offers Coupons Bargain packages Merchandising allowances for retail distribution

Advantages of sales promotion

Effect of this is easy to monitor Stimulate immediate purchase Creates interest in new products Bring new customers into the space Get rid of obsolete stock

Disadvantages of sales promotion

Don’t guarantee customer loyalty Stimulate harmful price war High quality image could be damaged Difficult to coordinate across branches

Optimal promotion mix - the principle factors What do you need to consider?

Actions of competitors The cost, financial resources and available budget Suitability and availability of alternative products or services Past experience on cost effectiveness of each of these promotional tools

What is digital marketing?

The use of electronic devices for marketing purposes

Different types of marketing which include digital marketing

Social media Search engine optimisation (SEO) Influencer marketing

What is a social media strategy?

A plan that details the what, when, how and why if all content posted on a businesses social media channels

Business should think about the following when developing a social media strategy

Who is the business’ audience Kind of content What social media platform How it wants to be perceived What are the goals of the business

How can social media be helpful with strategy and advertising

Allow a business to break through advertising boundaries and reach target markets that would otherwise be hard to connect with

A robust social media strategy can result in the following benefits:

Social expansion Focused results and personalised messages Transparency Purchasing decisions