Chapter 16 MKT

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Social Media

- Active Receivers - Influentials - Delighted - Evangelists

Manager's Strategy- Twitter

- Connect in Real Time - Generate Brand Buzz -Follow the twitter profiles

mobile marketing at Facebook

- faster news publishing - Interactive Videos, Photo Sharing, and Facial Recognition - Email Marketing for Facebook App - Private Sharing Through Messenger App

2-ways

Media richness Self-Disclosure

Criteria of UGC

Published on a public website or on social media Shows significant degree of creative effort It is consumer generated by an individual outside of a professional organization

User-generated content (UGC)

Refers to the various forms of online media content that are publicly available and created by end users

price comparison searches

Scan product bar codes or QR codes and research 500,000 stores, synchronizing searches between your computer and your smartphone.

location-based promotions

Use your GPS-enabled smartphone for location check-ins to receive discounts at stores.

loyalty programs

Win loyalty points for walking into stores like Target or Macy's and receive discounts from them.

social network

a single social media site with millions of users interacting with each other

Cost per action (CPA)

measure ties loosely to actual sales

Traditional Media

passive receivers

mobile marketing

the broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device

media richness

this involves the degree of acoustic, visual, and personal contact between two communication partners

Managers Strategy - Facebook

- Be creative - Make it familiar, but with a twist - Keep it fresh - Learn Users' passions and let them guide content

Manager's Strategy- LinkedIn

- Building B2B Image - Networking with Industry-Related Groups - Identifying Sales Leads and Locating Vendors - Direct Advertising at Specific Companies and People

Performance Measures linked to inputs or costs

- Cost per Action (CPA) - Cost per Thousand (CPM) - Cost per Click (CPC)

Manager's Strategy- YouTube

- Exploit Visual Aspects of Your Message - Create a Brand Channel with Key Words - Use YouTube Analytics to Target Viewers

Comparing Social and Traditional Media

1) Ability to reach both large and niche audiences 2) Expense and access 3) Training and number of people involved 4) Time to delivery 5) Permanence 6) Credibility and social authority

Blog

A contraction of "web log" - is a web page that serves as a publicly accessible personal journal and online forum for an individual or organization

Mobile marketing

Broad set of interactive messages options that are used to communicate through personal mobile devices Price Comparison Location Based promotions Loyalty Programs

SMART system

Computer based network that triggers actions by sensing changes in the real or digital world

self-disclosure

In any type of social interaction, individuals want to make a positive impression to achieve a favorable image with others.

Cost per click (CPC)

measure gives the rate the advertiser pays, say to Facebook, every time a visitor clicks on the ad and jumps from that page to the advertiser's website

Social media

online media where users submit comments, photos, and videos - often accompanied by a feedback process to identify "popular" topics


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