Chapters 14 & 17 - MKTG 311
message content
"what to say"
Step 3: designing a message (developing effective marketing communication)
- AIDA framework guides message design - message content contains appeals or themes designed to produce desired results (rational appeals, emotional appeals, moral appeals) - message structure - message format
promotion mix
- aka marketing communications mix - the specific blend of promotional tools that the company uses to persuasively communicate customer value and build customer relationships - advertising, direct and digital marketing, public relations, personal selling, sales promotions
advantages of using social media
- are targeted and personal; they allow marketers to create and share tailored brand content with individual consumers and customer communities - are interactive, making them ideal for starting and participating in customer conversations and listening to customer feedback - are immediate and timely; they can be used to reach customers anytime, anywhere with timely and relevant marketing content regarding brand happenings and activities - can be very cost-effective; many social media are free or inexpensive to use; returns on social media investments are often high compared with those of expensive traditional media such as TV or print; the low cost of social media puts them within easy reach of even small businesses and brands that can't afford the high costs of big-budget marketing campaigns - biggest advantage: social media is their ENGAGEMENT AND SOCIAL SHARING CAPABILITIES - social media are especially well suited to creating customer engagement and community -- for getting customers involved with the brand and with each other - more than any other channels, social media can involve customers in shaping and sharing brand content, experiences, information, and ideas
Desire (AIDA model)
- arouse desire - tactics: - USP: unique selling proposition (Gillette razor, clear deodorant, clear soda) - provide a rationale ("I'm worth it") - address "you" with their needs/problems
major media (component of nonpersonal communication channels)
- broadcast media (television, radio) - print media (newspapers, magazines, direct mail) - display media (billboards, signs, posters) - online and digital media (email, websites, and mobile and social media)
goals of social media marketing
- build relationships with customers - strengthen brands - launch new product - enter new market - boost sales - DEVELOPING A CONVERSATION with existing and potential customers, resulting in a purchase, subscription to an email newsletter, registration in an online community, participation in an event
business behavior influenced by social media
- businesses use social media to build relationships, including partnerships with other companies
consumer behavior influenced by social media
- consumers rely on the communities created by social media for their buying decisions in order to: - learn about new goods and services - conduct research and share information - make final purchase decisions
Step 1: identifying the target audience (developing effective marketing communication)
- current users, potential buyers, buying decision makers, buying decision influencers, individual, group - what will be said, how it will be said, when it will be said, where it will be said, who will say it - the target audience heavily affects communicator's decision
how are marketers adjusting?
- digital marketers turn to technology to help reach target consumers: 1. internet marketing 2. mobile marketing 3. social marketing 4. viral marketing
creating a social media marketing plan
- effective social media marketing requires setting goals and developing strategies to reach a target audience - most SMM plans contain an executive summary, a brief overview, analysis of the competition, the body of the plan
benefits of direct and digital marketing to buyers and sellers (for buyers)
- for buyers, it is convenient, easy, and private; they give buyers anywhere, anytime access to an almost unlimited assortment of goods and a wealth of product and buying information - ex: on its website and mobile app, Amazon.com offers more information that most consumers can digest, ranging from top 10 product lists, extensive product descriptions, and expert and user product reviews to recommendations based on customers' previous searches and purchases - buyers can interact with sellers by phone or on the seller's website or mobile app to create exactly the configuration of information, products, or services they want and then order them on the spot and have them delivered days or even hours later - for consumers who want it, it provides a sense of brand engagement and community -- a place to share brand information and experiences with other brand fans
benefits of direct and digital marketing to buyers and sellers (for sellers)
- for sellers, it often provides a low-cost, efficient, speedy alternative for reaching their markets - today's direct marketers can target small groups or individual customers - because of the one-to-one nature of this method, companies can interact with customers by phone or online, learn more about their needs, and personalize products and services to specific customer tastes; in turn, customers can ask questions and volunteer feedback - it also offers sellers greater flexibility; they let marketers make ongoing adjustments to prices and programs or to create immediate, timely, and personal engagement and offers - it provides opportunities for REAL-TIME MARKETING that links brands to important moments in customers' lives; it's a powerful tool for moving customers through the buying process or for simply building ongoing customer engagement, community, and personalized relationships
Attention (AIDA model)
- headline (New York Post; only part read) - visuals - layout - colors - size (Times Square) - electronic: sound, music, animation
Action (AIDA model)
- if consumers' desire, hope action is natural (and realistic for them): - ask consumers to do something (log on to...; call...) - imperative: "Drink Coke," "Fly the Friendly Skies" - facilitate: 1-800 or web - direct competitive: supplies are limited!!!
public policy issues in direct and digital marketing
- irritation - unfairness - deception - fraud - consumer privacy
Interest (AIDA model)
- keep interest -- difficult in "our ADD world" - tactics: - drama/story (Dos Equiss) - cartoons (M&Ms) - dialogue (it's a Diet Coke Thing)
Dell - early adopter of social media
- leader in online frictionless commerce from order to delivery - first company to hit $1M a day in online revenue - one of the first to launch online discussion forums - one of the first companies to launch online support
from one-way traffic to multiple avenues
- marketers should include social media in the promotion mix when developing and executing their IMC strategies - marketers need to adapting the new communication paradigm
how does clutter impact marketers?
- marketers today must determine ways to EFFECTIVELY cut through the clutter if the firms they represent are to financially thrive - today's digital marketers must become MORE CREATIVE and FREE THINKING in their approach to promoting company products and services
how the marketing communications environment is changing
- mass marketers have FRAGMENTED, causing marketers to shift away from mass marketing to target marketing - improvements in INFORMATION TECHNOLOGY are facilitating segmentation - media fragmentation has occurred with companies doing LESS broadcasting and MORE narrowcasting
nonpersonal communication channels (choosing media)
- media that carry messages without personal contact or feedback - includes major media, atmospheres, and events - affects buyers directly - using mass media often affects buyers indirectly by causing more personal communication; ex: communications might first flow from TV, magazines, and other mass media to opinion leaders and then from these opinion leaders to others - thus, influencers must step between the mass media and their audiences and carry messages to people who are less exposed to media - interestingly, marketers often use this to replace or stimulate personal communications by embedding consumer endorsements or word-of-mouth testimonials in their ads and other promotions
why should nonprofit organizations turn to social media?
- not-for-profit organizations create social media marketing campaigns to expand their reach - use social media to market themselves, generate donations or other types of funding, spur action, promote an event, educate the public, encourage and showcase partnerships with other organizations
Dell's Customer Experience
- on average team addresses 3,000 POSTS a week in 11 LANGUAGES - 98% resolution rate - 45% ranters to ravers conversion - team proactively developing helpful content based listening and engagements
Step 4: choosing media (developing effective marketing communication)
- personal communication channels - nonpersonal communication channels
goals and strategies of a social media marketing plan
- phases of developing an SMM campaign: set goals, target the audience, develop strategies, product content, implement the plan, monitor, measure
traditional marketing approach
- point of purchase - interactive marketing - special events - sales promotion - media advertising - public relations - direct marketing - publicity - packaging - direct response
online strategies
- provide detailed information - be experiential, entertaining, interactive - Instagram, TikTok, YouTube, Facebook, wireless mobile media devices, email
ways to use social media successfully
- providing networking platforms (ex: Dove - "Campaign for Real Beauty" - provide customer engagement - provide information - provide exclusivity - use stories
Step 2: determining communication objectives (developing effective marketing communication)
- six buyer readiness stages - awareness, knowledge, liking, preference, conviction, purchase - Five As (awareness, appeal, ask, act, advocacy) - goal is to create content experiences that will keep customers on the path from brand awareness and preference to purchasing the brand and advocating it to others
social media (cont.)
- social is here to stay - engage or be left behind
social marketing
- social media - one message before social media -> one message after social media -> the message is distributed across social media channels (such as YouTube, Facebook, etc.) - social media platform - social networking sites - bookmarking sites - social news sites - online forums - blogging sites - microblogs
social media: the new hybrid element of the promotion mix
- social media WITH advertising, direct and digital marketing, public relations, personal selling, and sales promotions - social media has two interrelated promotional roles in the marketplace: 1) social media enables companies to talk to their customers and 2) social media enables customers to talk to one another - social media also enables customers to talk to companies
challenges of using social media
- social networks are largely user controlled; the company's goal in using social media is to make the brand a part of consumers' conversations and their lives; however, marketers can't simply muscle their way into consumers' digital interactions -- they need to earn the right to be there; rather than intruding, marketers must become a valued part of the online experience by developing a steady flow of engaging content - a seemingly harmless social media campaign can backfire - with social media, "you're going into the consumer's backyard. This is their place."
Thanking Customers #DellLove
- surprise and delight our customers to create memorable experiences - weekly videos created to thank customers - ability to answer questions or offer product recommendations - 200+ videos created to date with 4M+ reach
traditional mass media
- television, radio, magazines, newspapers, billboards - now drive consumers to websites
Step 6: collecting feedback (developing effective marketing communication)
- the communicator must research its effect on the target audience - this involves asking target audience members whether they remember the content, how many times they saw it, what points they recall, how they felt about the content, and their past and present attitudes toward the brand and company - the communicator would also like to measure behavior resulting from the content -- how many people bought the product, advocated it to others, or visited the store - recognition, recall, and behavioral measures are assessed - may suggest changes in product/promotion; ex: Macy's uses TV, newspaper, and mobile advertising to inform area consumers about its stores, services, and merchandising events; suppose feedback research shows that 80% of all shoppers in an area recall seeing the store's ads and are aware of its merchandise and sales; 60% of these aware shoppers have visited a Macy's store in the past month, but only 20% of those who visited were satisfied with the shopping experience - these results suggest that although promotion is creating awareness, Macy's stores aren't giving consumers the satisfaction they expect - therefore, Macy's needs to improve the shopping experience while staying with the successful communications program
Step 5: selecting the message source (developing effective marketing communication)
- the message's impact depends on how the target audience views the communicator - celebrities, athletes, entertainers, professionals, health care providers - highly credible or popular sources are more persuasive - a poor spokesperson can tarnish a brand - many food companies promote to doctors, dentists, and other health-care providers to motivate these professionals to recommend specific food products to their patients - marketers hire celebrity endorsers -- well-known athletes, actors, musicians, and even cartoon characters -- to deliver messages - ex: a host of NBA superstars lend their images to brands such as Nike, McDonald's, and Coca-Cola - ex: actress Sofia Vergara speaks for CoverGirl, State Farm, Comcast, Rooms to Go, etc.
Dell's Social Media Services Group (SMSG)
- the social media services group (SMSG) is a trusted advisor to those interested in understanding what is being said about their brand, industry, competitors, products, etc, improving customer relationships via social media, and building their social media strategy
Dell's Point of View on Social Business Value
- to embed social media in the fabric of the company - over 25,000 daily global conversations - customer ideation - powerful communities - thousands of employees trained and growing - listen, engage, act
personal communication channels (choosing media)
- two or more people communication directly with each other - includes face-to-face, phone, mail or email, and Internet chat communications like texting - are effective because they allow for personal addressing and feedback - word-of-mouth influence is often critical - buzz marketing cultivates opinion leaders and gets them to spread information about a product or service to others in their communities - ex: Lululemon's brand ambassadors represent the brand to customers and nurture impact in their communities; "Let's do big things," Lululemon tells its ambassadors
Wendy's Twitter Promotions
- two traditional activities: 1) provide customer support, 2) advertise its products in an online setting - unique promotion activities: 1) roast (make fun of) users and its competitors, 2) respond to teasing and other playful challenges issued by Twitter users - Wendy's Twitter campaign involved roasting users and competitors - engaging with users when they issued playful challenges or queries - Wendy's consistently used a funny and snarky tone in its interaction with regular Twitter users and competitors - as a result, Wendy's developed a distinctive identity, which helped lead to significantly more Twitter followers, higher brand engagement, and brand loyalty
steps in developing effective marketing communication
1. identify the target audience 2. determine the communication objectives 3. design the message 4. choose the media to send the message 5. select message source and collect feedback
the new communication paradigm
1. information about products and services is being communicated by individual customers to other customers 2. customer behavior is influenced by social media 3. customers are reducing their reliance on advertising as a source of information 4. marketers must learn to talk with their customers, instead of to talking at them
essential features of social media
1. it creates a buzz 2. it creates ways for customers or fans to engage in conversations with each other and the organization 3. it allows customers to promote the firm's messages themselves
AIDA model
a marketing model that describes consumer engagement with an article, advertisement, offer or product - Attention, Interest, Desire, Action - get the audience's ATTENTION, hold the audience's INTEREST, create a DESIRE or NEED in the audience, make it possible for the audience to take ACTION
pull strategy
a promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that "pulls" the product through the channel - ex: P&G promotes its Tide laundry products directly to consumers using TV and print ads, websites and social media, and other channels - if this strategy is effective, consumers will then demand the brand from retailers such as Walmart, Target, Kroger, Walgreens, or Amazon, which will in turn demand it from P&G - under this strategy, consumer demand "pulls" the product through the channels
push strategy
a promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members who in turn promote it to final consumers - ex: John Deere does very little promoting of its lawn mowers, garden tractors, and other residential consumer products to final consumers; instead, John Deere's sales force works with Lowe's, Home Depot, independent dealers, and other channel members, who in turn push John Deere products to final consumers
sales promotions
a short-term incentive to encourage the purchase or sale of a product or service - includes discounts, coupons, displays, demonstrations, contests, premiums, and events - they attract consumer attention, engage consumers, offer strong incentives to engage, and can be used to dramatize product offers and boost sagging sales - they invite and reward quick response - whereas advertising says, "buy our product," this says, "buy it now." DISADVANTAGES: - effects can be short lived - often are not as effective as advertising or personal selling in building long-run brand preference and customer relationships
marketing websites
a website that engages consumers to move them closer to a direct purchase or other marketing outcome
brand community websites
a website that presents brand content that engages consumers and creates customer community around a brand - such sites typically offer a rich variety of brand information, videos, blogs, activities, and other features that build closer customer relationships and generate engagement with and between the brand and its customers
online advertising
advertising that appears while consumers are browsing online, including display ads, and search-related ads - has become a major promotional medium - main forms are display ads and search-related ads
advertising
any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor - includes broadcast, print, online, mobile, outdoor, and other forms - can reach masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times - large-scale of this says something positive about the seller's size, popularity, and success - is very expressive; it allows the company to dramatize its products through the artful use of visuals, print, sound, and color - can be used to build up a long-term image for a product (such as Coca-Cola ads) but also can trigger quick sales (as when Kohl's advertises weekend specials) DISADVANTAGES: - is impersonal and lacks direct persuasiveness of company salespeople - can carry on only one-way communication with an audience, and the audience doesn't feel that it has to pay attention or respond - can be very costly (for example, with network TV advertising, there's large budgets)
moral appeals (message content)
are directed to an audience's sense of what is "right" and "proper" - often used to urge people to support social causes, such as a cleaner environment or aid to the disadvantaged - ex: Colgate - "Close the tap while brushing" (to conserve water)
emotional appeals (message content)
attempt to stir up either positive or negative emotions that can motivate purchase - communicators may use this type of appeal ranging from love, joy, and humor to fear and guilt - advocates of these messages claim that they attract more attention and create more belief in the sponsor and the brand - the idea is that consumers often feel before they think, and persuasion is ___ in nature - ex: Google Translate - 60-second spot titled "100 Billion Words," denoting the number of words that users process every day; "the most translated words in the world are 'how are you,' 'thank you,' and 'I love you'"
blogging sites
blog postings and comments are attached to such sites and typically focus on specific topics - ex: Blogger
direct-to-consumer (DTC) brands
brands that avoid direct competition with established traditional brands by selling and shipping directly to consumers only through online and mobile channels - successful examples: Dollar Shave Club and Harry's (razors and shaving products), Peloton (fitness equipment and programs), and Casper (mattresses and bedding) - by eliminating intermediaries, these companies can cut costs and lower prices, offer greater convenience, build direct relationships with customers, and deliver more personalized offerings - they are adding traditional channels; ex: consumers can now buy Harry's razors and Casper mattress products at most Target stores, and Casper is opening its own Casper Sleep Shop locations
public relations
building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events - includes stories, sponsorships, events, and webpages - can reach many prospects who avoid salespeople and advertisements -- the message gets to buyers as "news and events" rather than as a sales-directed communication - can dramatize a company or product - marketers tend to underuse this or use it as an afterthought; yet, a well-thought-out campaign of this method used with other promotion mix elements can be very effective and economical
digital marketing
can be described as actively promoting products and services using digital distribution channels as an alternative to the more traditional mediums such as television, print and radio - business and marketing professionals refer to this saturation as "clutter" - clutter is a major problem for today's marketer and advertiser - the cost of selling has almost tripled over the past decades - today's consumer has a broken trust with traditional marketing means (broadcast media, print media etc.)
content marketing
creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared channels - these channels include media that are both traditional and new as well as controlled and not controlled
viral marketing
describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence - is the digital marketer's version of "word-of-mouth" advertising - message passed from one consumer to another (email, blogs) - form of advocacy or word-of-mouth endorsement - viral marketing messages (advertisements, hyperlinked promotions, online newsletters, streaming videos, games) - ex: ALS Association "Every drop adds up"
message format
design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress, etc. - "how to say it" - ex: Reese's Peanut Butter Cup - ads are bold and simple; they feature the brand's familiar orange, yellow, and brown colors with text overlaying images of the classic candy; they feature clever headlines that unite the candy's two distinctive ingredients, such as "Chocolate and peanut butter walked into a bar. The rest is history." and "Ever since peanut butter hooked up with chocolate, peanut butter still talks to jelly, but the relationships is very strained."
atmospheres (component of nonpersonal communication channels)
designed environments that create or reinforce the buyer's leanings toward buying a product - thus, lawyers' offices and banks are designed to communicate confidence and other qualities that might be valued by clients
objective-and-task method
developing the promotion budget by (1) defining specific promotion objectives, (2) determining the tasks needed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget. - advantage: it forces management to spell out its assumptions about the relationship between dollars spent and promotion results - disadvantage: is the most difficult to use; it's hard to figure out which specific tasks will achieve the stated objectives
social media
different forms of electronic communication through which users can create online communities to exchange information, ideas, messages, other content such as videos or music
catalog marketing
direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online
direct-response television (DRTV) marketing
direct marketing via television that persuasively describes a product and give customers a toll-free number or an online site for ordering
direct and digital marketing
engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships - includes direct mail, email, catalogs, online and social media, mobile marketing, and more - is more targeted: it's usually directed to a specific customer or customer community - is immediate and personalized: content can be prepared quickly -- even in real time -- and tailored to appeal to individual consumers or brand groups - is interactive: it allows a dialogue between the marketing team and the consumer, and messages can be altered depending on the consumer's response - this is well suited to highly targeted marketing efforts, creating customer engagement, and building one-to-one customer relationships
deception
includes "heat merchants" who design mailers and write copy designed to mislead consumers
irritation
includes annoying and offending customers - ex: "This is an advertisement." popup
fraud
includes identity theft and financial scams - ex: email scam
unfairness
includes taking unfair advantage of impulsive or less-sophisticated buyers - ex: "It was the same Swingline stapler, on the same Staples.com website. But for Kim Wamble, the price $15.79, while the price on Trude Frizzell's screen, just a few miles away, was $14.29. A key difference: where Staples seemed to think they were located."
integrated marketing communications (IMC)
involves carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products
consumer privacy
involves concerns that marketers may have too much information and use it to take unfair advantage
message structure
key decisions are required with respect to three message structure issues - 1) whether or not to draw a conclusion, 2) one-sided vs. two-sided argument, 3) order of argument presentation - "how to say it" - Heinz once ran the message "Heinz Ketchup is slow good" and Listerine ran the message "Listerine tastes bad" twice a day; in such cases, two-sided messages can enhance an advertiser's credibility and make buyers more resistant to competitor attacks
inbound marketing
marketing strategies that focus on pulling audiences in instead of going out to get prospects' attention
online forums
members hold conversations by posting messages
contemporary IMC approach
packaging, sales promotion, direct response, point of purchase, publicity, public relations, interactive marketing, direct marketing, special events, media advertising (all together)
social news sites
people post news items or links to outside articles on such sites, then vote on which postings get the most prominent display—and viewed by the most readers - ex: Reddit
personal selling
personal interaction by the firm's sales force for the purpose of engaging customers, making sales, and building customer relationships - includes sales presentations, trade shows, and incentive programs - is the most effective tool at certain stages of the buying process, particularly in building up buyers' preferences, convictions, and actions - allows all kinds of customer relationships to spring up, ranging from matter-of-fact selling relationships to personal friendships - the buyer usually feels a greater need to listen and respond, even if the response is a polite "No, thank you" DISADVANTAGES: - a sales force requires a longer-term commitment than does advertising -- advertising can be turned up or down, but the size of a sales force is harder to change - firms can spend up to 3x as much on this as they do on advertising
mobile marketing
refers to marketing on or with a mobile device (such as a mobile phone) - it represents an area of massive potential growth: in a study conducted in 2020, researchers found that nearly 58% of smartphone and tablet owners used their devices to watch television; apps like ESPN's Fantasy Football app allow users to manage their fantasy football teams from the palm of their hand - smartphones (77%) - ways people use smartphones: communication, social networks, search for production information, method of shopping - mobile apps: engage consumers with brand; streamline business use - action codes: QR codes, watermarks, and 2D barcodes; goal is engagement
rational appeals (message content)
relate to the audience's self-interest and show that the product will produce the desired benefits - ex: messages showing a product's quality, economy, value, or performance - ex: Aleve - "More pills doesn't mean more pain relief. Aleve has the strength to keep back, body, and arthritis pain away all day with fewer pills than Tylenol"
email marketing
sending highly targeted, highly personalized, relationship-building marketing messages via email - when used properly, it can be the ultimate direct marketing medium - they are colorful, inviting, and interactive - lets marketers send highly targeted, tightly personalized, relationship-building messages
percentage-of-sales method
setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price - advantage: is a simple method to use and helps management think about the relationships between promotion spending, selling price, and profit per unit - disadvantage: it wrongly views sales as the CAUSE of promotion rather than as the RESULT - although studies have found a positive correlation between promotional spending and brand strength, this relationship often turns out to be effect and cause, not cause and effect - stronger brands with higher sales can afford the biggest ad budgets - this budget is based on the availability of funds rather than on opportunities - it may prevent the increased spending sometimes needed to turn around falling sales - because the budget varies with year-to-year sales, long-range planning is difficult - this method doesn't provide any basis for choosing a SPECIFIC percentage, except what has been done in the past or what competitors are doing
affordable method
setting the promotion budget at the level management thinks the company can afford - small businesses often use this method, reasoning that the company cannot spend more on promotion than it has - they start with total revenues, deduct operating expenses and capital outlays, and then devote some portion of the remaining funds to promotion - disadvantage: this method completely ignores the effects of promotion of sales - it tends to place promotion last among spending priorities, even in situations in which promotion is critical to the firm's success - it leads to an uncertain annual promotion budget, which makes long-range market planning difficult - even though this method can result in overspending on promotion, it more often results in underspending
competitive-parity method
setting the promotion budget to match competitors' outlays - advantage: they monitor competitors' promotion activity or get industry promotion spending estimates from publications or trade associations and then set their budgets based on the industry average - two arguments support this method: 1) competitors' budgets represent the collective wisdom of the industry and 2) spending what competitors spend helps prevents promotion wars - disadvantage: unfortunately, neither argument is valid; there are no grounds for believing that the competition has a better idea of what a company should be spending on promotion than does the company itself - companies differ greatly, and each has its own special promotion needs - there's no evidence that budgets based on this method prevent promotion wars
events (component of nonpersonal communication channels)
staged occurrences that communicate messages to target audiences - ex: brands arrange shows and exhibits, public tours, and other events
microblogs
subscribers get a steady stream of brief updates from anyone ranging from a high-school friend to a celebrity - ex: Twitter
internet marketing
the Internet has given consumers a voice, a publishing platform and a forum where their collective voices can be heard, shared and researched - companies use the Internet for a host of marketing functions: product sales, sponsorship sales, service sales, additional revenue streams (banner advertising on team websites etc.), community relations, brand-customer connection (blog, chats etc.), general promotion
bookmarking sites
these give people a place to save, organize, and manage links to websites and other resources on the Internet - ex: Pinterest
outbound marketing
traditional advertising methods including TV and radio advertising, print advertising, telemarketing, direct mail and outdoor advertising
social media platform
type of software or technology that allows users to build, integrate, or facilitate a community, interaction among users, and user-generated content
spam
unsolicited, unwanted commercial email messages - can clog up email boxes - on the dark side of email marketing
telemarketing
using the telephone to sell directly to customers
social networking sites
websites that provide virtual communities for people to: - share daily activities - post opinions on various topics - increase their circle of online friends, and more - ex: Instagram