Module 8 - Promotion Flashcards
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
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
What is influencer marketing?
Takes established practice of celebrity endorsement and putting it in an online context
Influencer often has loyal following
Benefits of influencer marketing
Relatively low cost
Increases conversions (new customers)
Assisting the launch of a product
Boosting brand awareness
Improving a brands SEO
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
What is Guerrilla Marketing
An unconventional form of inbound marketing that raises brand awareness among large audiences
Different types of Guerrilla Marketing
Ambient marketing
Ambush marketing
Stealth marketing
Viral / buzz marketing
Guerilla projection advertising
Grassroots Marketing
Wild posting
Astroturfing
Street marketing
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
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
What is Stealth Marketing? (Guerrilla marketing)
Marketing to consumer without them being aware
In films when a McDonald’s is used for food
What is Viral / Buzz Marketing? (Guerrilla marketing)
Capture attention for consumers to them amplify the message themselves via social media
What is Guerrilla projection advertising? (Guerrilla marketing)
Projecting a digital billboard onto the side of a building
Draws the attention of people on foot
What is Grassroots Marketing? (Guerrilla marketing)
From the ground up - speak to individuals to convey brands message
What is wild posting? (Guerrilla marketing)
Placing multiple posters in various locations
What is astroturfing? (Guerrilla marketing)
Riskiest and least ethical
Creating artificial excitement around a product eg fake reviews
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
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
