Marketing 300 Chapter 16
types of owned media
-Educational web pages -White papers and case studies -Landing pages -Blogs -Infographics -Branded apps -Brand communities -Email newsletters
paid media (advertising) benefits
-High message control -More precise targeting -Potentially large audience
owned media benefits
-High message control -Relatively low cost -Niche audiences -Versatile in message content and format
earned media benefits
-Most trusted information sources -Customers most likely to act on this information
owned media challenges
-Need to drive or attract customers to sites and create value to assure their return -Requires resources to manage and maintain
paid media (advertising) challenges
-Not trusted -Customers easily avoid -More costly, declining effectiveness
mass selling - publicity
-Type of media: owned media -Message source: selling company -Examples: branded websites, selling company's blog, selling company's social media (Facebook, Twitter), email newsletters, brochures -Type of media: earned media -Message source: independent journalists -Examples: television or radio new stories, magazine or newspaper articles or reviews -Message source: other customers -Examples: word-of-mouth praise or criticism, online customer reviews, Facebook posts or Twitter tweets about a brand
earned media challenges
-Very little message control -Can be negative toward brand -Difficult to measure -Difficult to create -Difficult to target
publicity types
-create owned media -earn the press -earn customer advocacy
Types of social media content
-humor -deals and discounts -contents -insider knowledge -educational -useful ideas, information, and practices -product launches and updates -customer service -image and lifestyle
software for online media
-managing -measuring -automating
advertising vs. publicity
-paid media -earned media -owned media
customers obtain information
-search -pass-along -experience
mass selling - advertising
-type of media: paid media -message source: selling company -examples: advertising on television, print, online, mobile devices, billboards, radio, etc.
social media
-what's different -major social media platforms
branded apps
are sponsored software applications that benefit customers by providing entertainment, solving a problem, and/or saving time
branded services
are valued services a brand provides that are not directly connected to a core product offering
white paper
authoritative report or guide that addresses important issues in an industry and offers solutions
landing page
is a customized web page that logically follows from clicking on an organic search result, online advertisement, or other link
is a free online photo and video sharing service geared to mobile phones
brand community
is a group of customers joined around a particular brand or common set of shared interests
opinion leaders
like to share their views - they also get attention from other customers who respect their views
paid media
messages generated by a brand (or company or nonprofit organization) and communicated through a message channel the brand pays to access
pass along
occurs when one customer makes a recommendation for (or against) a specific brand to another customer
referral program
offers a current customer an incentive for recommending a new customer to a business
online social networking website that allows registered users to create profiles, upload photos and video, and send messages to friends, family, and colleagues
user-generated content
refers to any type of communication created by customers for other customers
owned media
refers to promotional messages generated by a brand (or company or nonprofit organization) communicated through a message channel the brand directly controls. -Includes the brochures and catalogs a company mails to target customers -Brands product website, blogs, social media pages (Facebook, Twitter, Instagram)
earned media
refers to promotional messages not directly generated by the company or brand, but rather by third parties such as journalists or customers -Company or brand is assumed to earn the attention of journalists or customers because there is an interesting story to tell or because others would value this information -Can be positive or negative -Example: post on Yelp
media
refers to the means used for mass communication
social media
refers to websites or software applications that allow users to create and share ideas, information, photos and videos, and interact in a social network
blog
regularly updated website, usually managed by one person or a small group and written in an informal, conversational style
social networking microblogging service that allows registered users to send out short (140 characters or less) messages called "tweets"
social networking website for businesspeople who create personal or company profiles
case studies
success stories about how a company helped another customer
marketing automation software
tracks individual customers' behavior and triggers actions in response to specific customer actions
infographic
visual image such as a chart or diagram used to represent information or data
website that allows registered user to share ideas and images they find online with fellow users
search engine optimization (SEO)
which is the process of designing a website so that it ranks high in search engine's unpaid results -Considers how target customers search, what key words they use in a search, and how the search engine prioritizes its results
