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Marketing and Web Communication Model Concept
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Marketing and Web Communication Model Concept

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This bucketing concept was prepared by Shaun Holloway for The Ohio State University Fisher College of Business as a way to help understand the relationship between marketing and web strategies and how …

This bucketing concept was prepared by Shaun Holloway for The Ohio State University Fisher College of Business as a way to help understand the relationship between marketing and web strategies and how communications are handled between various audiences and through various channels.

http://www.srholloway.com

Published in: Business, News & Politics
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  • 1. Web strategy
    creates and supports channels
    Marketing Strategy determines approach
    Consistency
    Brand application
    Development framework
    Tool and content integration
    Guides usage
    Innovation
    Brand
    Purpose/Goal
    Audience
    Timing/Frequency
    Appropriateness
    Response
    Voice and Personality
    Content
    Identify audiences appropriate for content
    Choose Communication Vehicles
    Print
    Collateral
    or
    Letter
    Email
    Campaign / blasts
    Media –
    Photo/video
    Websites
    Fisher
    Website/
    Feeds
    Fisher
    Newsletters
    Facebook
    pages
    Blog posts/
    Twitter
    LinkedIn
    Groups
    News/media
    release
    based on audiences identified (sample buckets above)
    Create key message and/or media
    Customize/repurpose message for delivery in the chosen specific channel(s)
    Monitor audience reaction and participation
    Evaluation
    Use social media centralization as a gateway and means to centralize marketing/communication functions
    CONCEPT – Straw-man of a communication strategy/approach
    - Needs done as wrapper of web strategy

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