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Engagement Marketing: Digital Marketing

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Class Slides for Digital Marketing: Engagement Marketing

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Engagement Marketing: Digital Marketing

  1. 1. Content Marketing: What and Why Originally for Southwark Consulting for GMAC Conference Digital Marketing Class: Engagement Marketing
  2. 2. Free Marketing Engagement Marketing Traditional Marketing Free Marketing
  3. 3. Content Marketing Engagement Marketing Traditional Marketing Free Marketing
  4. 4. Content Marketing Traditional Marketing Community Engagement Marketing Free Marketing size engagement
  5. 5. Content Marketing Traditional Marketing Community Engagement Marketing Free Marketing size engagement Community size engagement
  6. 6. Free Marketing Content Marketing Traditional Marketing Engagement Marketing Community engagement size
  7. 7. The Relationship Between • Free Marketing • Engagement Marketing • Content Marketing • Building Community • Viral Marketing Digital Marketing alexbr.brown@gmail.com #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  8. 8. Free Marketing • Freedom of Speech • Free: Price? • Earned media: content from customers, those in networks • Earned media: review sites, Yelp etc. • Feedback is immediate and public • Accessible to customers and businesses Digital Marketing alexbr.brown@gmail.com #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  9. 9. Free Marketing • Less control over: • Branding • Loyalty • Positioning Digital Marketing alexbr.brown@gmail.com #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  10. 10. Free Marketing Stimulate Free Marketing • Content Marketing Strategy • Build Community around Content • Design content to be shared (viral), to expand Community • Expand brand relationship, not sell sell • Great Product experience Digital Marketing alexbr.brown@gmail.com #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
  11. 11. Free Marketing Stimulate Free Marketing • Command and Control vs. Brand Co-ownership • Choices: • Engage • Stimulate free marketing • Listen • Ignore Digital Marketing alexbr.brown@gmail.com #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes

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