Week 10 Flashcards
Functions of mobile apps
- price comparison searches
- location based promotions
- loyalty programs
- photo sharing and facial recognition
- live streaming
Social media reaches consumers who are: (4)
- active
- influential
- delighted with brand and message
- evangelist
when selecting social media, assess the following: (4)
- characteristics of the websites visitors
- number of users to the web
- social media and research organizations provide user profile data
- substantial overlap between users of major social media
social media content depends on the goals
build awareness, create social engagement, build a new image, create community, identify a business need, drive sales
selecting social media depends on the purpose (7)
- promotional
- entertaining
- interactive
- educational
- connecting
- inspiration
- newsworthy
measuring results of social media
performance measures linked to inputs or costs:
- cost per click (CPC)
- cost per thousand (CPM)
- cost per action (CPA)
performance measures linked to outputs or revenues:
- users/members
- fans
- share of voice
- page views
- visitors
- unique visitors
- average page views/visitors
- interaction rate
- click through rate
- fan source
developing an integrated marketing communications program
- developing (planning)
- executing (implementation)
- assessing (evaluation)
hierarchy of effect (5)
- awareness
- interest
- evaluation
- trial
- adoption
selecting the right promotional tools - consider factors
- product characteristics
- product life cycle
- stages of the consumer journey
- channel strategies
product characteristics (3)
- complexity
- risk
- ancillary services
product life cycle
- introduction
- decline
- maturity
- growth
push strategy
target channel members in ordering and stocking the product and gain their cooperation
pull strategy
target ultimate consumers to encourage them to ask the retailer for a product
designing the promotion (5)
- advertising
- personal selling
- public relation
- sales promotion
- direct marketing
requires the most creativity
determine the key message to your target audience
scheduling the promotion
- find the most effective timing
setting the promotion budget
- percentage of sales budgeting
- competitive parity budgeting
- all you can afford budgeting
- objective and task budgeting: determine promotion objectives, outline tasks, determine cost
executing and assessing the promotion program
- create a process that facilitates design & use
- IMC audit to evaluate the process
- test communication elements
roles of promotion in the marketing mix
overall marketing objectives -> target market -> marketing mix using promotional objectives and target audiences
comparing social and traditional media (8)
- ability to reach both large and niche audiences
- expenses and access
- training and number of people involved
- time to delivery
- permanence
- credibility and social authority
- privacy
- communication
customer engagement rate
facebook: (likes+comments+shares)x100) : total followers
instagram: (likes+comments)x100) : total followers
influencer marketing
- based on personal influence
- engage with followers
- influencers are compensated
social commerce and social shopping is and (2)
is the use of social network services and web by consumers to share shopping things with friends and contacts
- focuses on the shopping experience
- shoppers use instagram and snapchat
