The document summarizes key concepts from Chapter 1 of the book "Marketing 4.0". It discusses how increased connectivity has led to power shifts where customers now have more influence than brands. It also describes how connectivity has transformed customer behavior and led to the rise of online communities. Specifically, it notes how power has shifted from exclusive to inclusive, vertical to horizontal, and individual to social forces. Brands must now view customers as peers in online communities rather than just targets. The implications for marketing strategy formulation are that brands must engage with online customer groups and communities.
Chapter 2: The Paradoxes of Marketing to Connected CustomersPam Buenaventura
This document discusses the changing digital landscape and the new generation of customers. It explores three paradoxes facing digital marketers:
1) The relationship between online and offline experiences and the need for seamless integration. Physical stores may decline but small, personalized shops could fill the void.
2) Whether customers are informed or distracted by the abundance of information and ads. Marketers must craft engaging conversations to cut through the noise.
3) How connectivity enables both positive and negative customer advocacy and influences purchase decisions. Brands must respond to both promoters and detractors on social media.
The document outlines the vision, mission, challenges, and solution of the Wolfie platform. Wolfie aims to empower consumers and merchants through location-based real-time communications. It addresses challenges faced by mobile marketers in connecting with audiences, delivering understandable content, ensuring engagement, and optimizing opt-in/opt-out rates. Wolfie uniquely allows merchants to create and modify offers in real-time based on a user's location. It connects local commerce and consumers more effectively than competitors like Groupon through immediate, personalized deals. The startup seeks $10 million in funding to launch in major US cities and acquire merchants and users through its mobile app platform.
Introduction to Brand Management. What are Brands? Why are they important to customers and firms? How do you create a brand? What are the important brand metrics?
This document outlines power shifts from exclusive to inclusive companies, from vertical to horizontal information sharing, and from individual to social decision making for customers. Specifically, it notes that companies must tap growing customer segments previously considered non-markets to avoid short-lived existences. It also explains that innovation comes from many sources beyond just companies and that social media allows customers to learn about brands from each other. Finally, it discusses how social conformity is increasing as customers care more about others' opinions and are more willing to share their own reviews.
My keynote presentation from TEDxUniversityofMacedonia. Through my talk, I tried to bridge the gap between brands and consumers. My goal is to describe how hard it is for a marketer to do the right campaign to advertise a product in consumers that come from very different generations. [2018]
Brand Adoption connects brands with consumers through social media marketing and guerrilla marketing strategies. It focuses on encouraging consumers to adopt new products and services through digital campaigns, interactive programs, in-store promotions and events. Brand Adoption facilitates word-of-mouth referrals online and offline by recruiting college students as brand advocates through its urep program on over 300 campuses nationwide. These student brand ambassadors promote brands through their social media networks to create viral marketing effects.
The document discusses segmenting customers, especially millennial customers, for digital engagement. It notes that millennials are digital natives who are heavily focused on mobile devices and social networks. They expect transparency from brands and prioritize customer experience. The document recommends that brands provide branded, authentic content on mobile and social channels to engage millennials and build loyalty. It also stresses the importance of understanding customers' social identities which can impact how they perceive brands and products.
The document summarizes key concepts from Chapter 1 of the book "Marketing 4.0". It discusses how increased connectivity has led to power shifts where customers now have more influence than brands. It also describes how connectivity has transformed customer behavior and led to the rise of online communities. Specifically, it notes how power has shifted from exclusive to inclusive, vertical to horizontal, and individual to social forces. Brands must now view customers as peers in online communities rather than just targets. The implications for marketing strategy formulation are that brands must engage with online customer groups and communities.
Chapter 2: The Paradoxes of Marketing to Connected CustomersPam Buenaventura
This document discusses the changing digital landscape and the new generation of customers. It explores three paradoxes facing digital marketers:
1) The relationship between online and offline experiences and the need for seamless integration. Physical stores may decline but small, personalized shops could fill the void.
2) Whether customers are informed or distracted by the abundance of information and ads. Marketers must craft engaging conversations to cut through the noise.
3) How connectivity enables both positive and negative customer advocacy and influences purchase decisions. Brands must respond to both promoters and detractors on social media.
The document outlines the vision, mission, challenges, and solution of the Wolfie platform. Wolfie aims to empower consumers and merchants through location-based real-time communications. It addresses challenges faced by mobile marketers in connecting with audiences, delivering understandable content, ensuring engagement, and optimizing opt-in/opt-out rates. Wolfie uniquely allows merchants to create and modify offers in real-time based on a user's location. It connects local commerce and consumers more effectively than competitors like Groupon through immediate, personalized deals. The startup seeks $10 million in funding to launch in major US cities and acquire merchants and users through its mobile app platform.
Introduction to Brand Management. What are Brands? Why are they important to customers and firms? How do you create a brand? What are the important brand metrics?
This document outlines power shifts from exclusive to inclusive companies, from vertical to horizontal information sharing, and from individual to social decision making for customers. Specifically, it notes that companies must tap growing customer segments previously considered non-markets to avoid short-lived existences. It also explains that innovation comes from many sources beyond just companies and that social media allows customers to learn about brands from each other. Finally, it discusses how social conformity is increasing as customers care more about others' opinions and are more willing to share their own reviews.
My keynote presentation from TEDxUniversityofMacedonia. Through my talk, I tried to bridge the gap between brands and consumers. My goal is to describe how hard it is for a marketer to do the right campaign to advertise a product in consumers that come from very different generations. [2018]
Brand Adoption connects brands with consumers through social media marketing and guerrilla marketing strategies. It focuses on encouraging consumers to adopt new products and services through digital campaigns, interactive programs, in-store promotions and events. Brand Adoption facilitates word-of-mouth referrals online and offline by recruiting college students as brand advocates through its urep program on over 300 campuses nationwide. These student brand ambassadors promote brands through their social media networks to create viral marketing effects.
The document discusses segmenting customers, especially millennial customers, for digital engagement. It notes that millennials are digital natives who are heavily focused on mobile devices and social networks. They expect transparency from brands and prioritize customer experience. The document recommends that brands provide branded, authentic content on mobile and social channels to engage millennials and build loyalty. It also stresses the importance of understanding customers' social identities which can impact how they perceive brands and products.
Mobile apps, social CRM, and gamification are three popular techniques that have been proven to increase customer engagement in the digital era. Mobile apps can be used to deliver content, provide self-service access to accounts, and integrate with core products. Social CRM uses social media to manage brand interactions and build long-term relationships in a customer-driven way. Gamification takes advantage of human desires to achieve goals and be recognized, and can collect customer data to enable customization. These techniques enhance the customer experience, engage customers in conversations, and drive the desired customer behaviors that companies want to achieve.
This document discusses the transition from traditional to digital marketing. Some key points:
1) Traditional marketing focuses on segmentation, targeting, and positioning while digital marketing uses naturally formed online communities and permission-based opt-in engagement.
2) In traditional marketing, brands control the message while digital platforms allow for public feedback that can impact brands.
3) Traditional marketing uses the 4Ps (product, price, place, promotion) while digital follows the 4Cs of co-creation, currency-like pricing, communal activation, and conversation.
4) Both traditional and digital strategies are needed - traditional to build awareness while digital drives action and advocacy. Companies must integrate these approaches in the digital economy.
Consumers now expect frictionless experiences across all platforms and devices. They are adopting mobile technologies to simplify daily tasks like finding nearby stores and restaurants, making reservations and purchases. Marketers are creating mobile-first experiences through responsive design and apps to streamline common consumer activities and meet expectations of immediacy and convenience on the go. Going forward, reducing friction will be critical for brands to compete as consumers increasingly rely on mobile devices throughout the shopping and purchase process.
- The document proposes a mobile platform called "Ad&Charge" that would reward users with loyalty points for watching advertisements on their phones.
- Users could redeem these points for services like mobile recharges, food coupons, discounts from partner companies.
- The platform aims to provide a more positive advertising experience where users are willing participants compared to traditional ads, and also offers branding opportunities for companies.
- It would target teenagers and working professionals in India through mobile apps and partnerships with other companies. Revenue would come from advertising fees from partner companies.
This document discusses different types of advertising media and methods. It covers traditional media like billboards, magazines, newspapers and radio. It also covers digital media like websites, banners ads, pop-up ads, pop-under ads and flyers. Product, business and service advertising are described. Methods like websites, flyers and posters are mentioned as well as considerations for website design like multimedia, interactivity and search engine visibility.
The document discusses various types of mobile marketing solutions including SMS, MMS, mobile sites, games, applications, voucher/ticketing, location-based services, image recognition, and augmented reality. It provides examples of campaigns using these solutions from brands like BMW, Warner Bros., Rexona, Vodafone, Nike, Carlsberg, and others. The types of mobile solutions, their descriptions and example campaigns are outlined to illustrate how mobile can be used for advertising and engagement purposes.
Digital Marketing: There's a new bread of customers who will shape the futureDuy, Vo Hoang
This document discusses the changing digital landscape and the new generation of customers. It notes that customers now value experiences, trust social circles, and are constantly connected through various digital platforms. It also discusses three paradoxes facing marketers:
1) The online vs offline paradox - whether physical stores will disappear and how brands can create seamless online and offline experiences.
2) The informed vs distracted paradox - whether customers are truly informed by the large amount of marketing or just distracted, and how brands can cut through the noise.
3) The negative vs positive paradox - how connectivity allows both positive and negative customer opinions to spread and influence others, and how brands can harness customer advocacy.
The document outlines three paradoxes of marketing to connected customers: 1) online and offline interactions should co-exist to deliver a great customer experience, 2) while customers have access to information, they are also easily distracted and influenced by others, and 3) while delighted customers advocate brands spontaneously, others need to be prompted through negative experiences which can still create brand conversations.
כנס ירושלים לשיווק באינטרנט 2015 | How to succeed with content marketing | דן...Benady New Media
This document provides guidance on how to succeed with content marketing. It begins by introducing the author and their background. It then discusses defining the target audience and key performance indicators. The bulk of the document focuses on the importance of creating valuable content and distributing it across owned, earned, paid, and social media channels. It stresses measuring the impact of content marketing efforts using various analytics and attribution models to understand its influence across the customer journey.
This document discusses public relations (PR) and its role. PR is defined as a strategic communication process that builds mutually beneficial relationships between organizations and their publics through planned and sustained efforts. The key publics that an organization communicates with through PR include employees, media, investors, government, suppliers, and consumers. PR differs from advertising in that it aims to build trust and understanding with these publics rather than directly promoting to target audiences. The roles of PR include being an advocate, communicator, problem solver, and opinion collector for an organization. An example PR campaign for Nescafe is summarized that used a web game and viral video clips to promote understanding of coffee production and engage the public.
Admicro tham dự mobile webinar đầu tiên tại Việt Nam do MMA hostedAdmicro
This document summarizes a webinar on mobile campaign execution from the Mobile Marketing Association. It includes presentations from mobile marketing experts on key success factors for mobile campaigns, mobile technologies, solutions, and measurement. A case study is presented on how Coca-Cola Hong Kong transformed a TV campaign into an interactive mobile app campaign for a slang word promotion. The webinar emphasizes that marketing strategies must include mobile and how mobile can drive engagement through interactivity and analytics.
Sunsilk | Communication and Media Planning Sahil Kapoor
This document outlines a marketing strategy for Sunsilk hair care products. It involves 4 major tasks: Notice, Involve, Act, and Share. To accomplish these, the strategy proposes increasing brand awareness through various media like TV, print, outdoor, and digital advertising. Specific tactics include product placements in movies and shows for attention, experiential marketing like road shows, and blogs/videos to generate conversations. The goal is to position Sunsilk as an expert in hair care that can provide solutions for all hair types and problems. Frequency and reach will be maximized through continuous exposure across different media forms over a 2 month period.
How HR Professionals Can Recruit Top Employees with Mobile Advertising MarketingPurplegator
This document discusses how mobile technology can be leveraged for recruitment purposes. It outlines how mobile usage has increased dramatically, with people checking their phones over 100 times per day on average. It then provides examples of how companies have used targeted mobile advertising campaigns on platforms like Facebook and LinkedIn to recruit candidates for specific roles. Metrics are shared on the success of sample mobile recruitment campaigns for Aldi and a hospital, demonstrating high engagement rates. The document concludes by advising readers to define goals, audiences, and investments when developing a mobile recruitment strategy.
Most consumers are open to sharing, communicating and contributing
directly with manufacturers; indeed, this is rapidly becoming an
expectation. Brands have an open platform to do so through digital and
mobile channels and can no longer afford to be one step removed from
the consumer. The journey is just beginning, and it’s anyone’s game.
The Power of Mobilizing Your Brand - Google Partners Connect EventPurplegator
As part of the frequently scheduled #GooglePartners Connect events, ATS Mobile also presented to event attendees the benefits of working with a digital agency that understands the evolution of technology, and how brands can best target their audience and budget using a social-mobile strategy. As a member of the #PartnersConnect group, ATS Mobile brings the best of social media relationships with Google and mobile search, its 25 years of experience working with agencies, brands and businesses of all sizes.
The document discusses out-of-home (OOH) advertising in India. It defines OOH advertising as marketing to consumers in public places. It distinguishes between digital OOH (screens in places like cafes and bars) and non-digital OOH (billboards, bus posters, mobile billboards). The document also lists major OOH advertising companies in India and notes that the top cities for OOH advertising are Mumbai, Ahmedabad, Delhi, Kolkata, and Thiruvananthapuram. It discusses benefits like broad coverage and frequency, as well as challenges like short messaging durations. The conclusion is that OOH advertising allows brands to stand out and is estimated to become a Rs. 2000 crore
Here is a potential pitch and pricing model for the Touch & Tilt apps:
The Touch & Tilt line of interactive storybook apps from Scholastic Media bring beloved children's books to life on the iPad in a way that is engaging and developmentally appropriate for young readers. By seamlessly combining touch interactions, tilt features, and animated story elements, these apps encourage preschoolers to explore the story independently on their level while developing early literacy skills.
Pricing options could include:
A) Individual app purchases for $3.99 each
B) Annual subscription for unlimited access to full library for $29.99/year
C) Monthly subscription for $4.99/month
D)
Advertisers Now Harness the Power of Location-Based AppsKyle Nussbaum
The document discusses how location-based mobile advertising has increased in popularity as advertisers have harnessed its effectiveness. Location-based ads on apps provide relevant messages to users within proximity of a store location. One successful campaign discussed placed ads on the traffic app Waze, which generated over 9,000 clicks and 4,000 navigations to Wendy's restaurants from users driving near locations.
This document contains information about media planning for a L'Oreal Paris campaign. It discusses the consumer journey and key tasks in each stage (Seek, Involve, Act, Share). It then outlines L'Oreal's online value proposition and strategies to build trust and create a touch/feel experience. The document also discusses media mix strategies like reach, frequency, share of voice. It proposes a new "Women of Worth" campaign to pay tribute to working women and their relationships. Strategies to amplify the campaign message through TV ads, hashtags, awards are also mentioned.
Digital marketing is an umbrella term for marketing products or services using digital technologies like the internet, mobile phones, and display advertising. It is evolving rapidly and is commonly used by both businesses and consumers of the current generation. Some key aspects of how digital marketing works include using messaging, images, and video on platforms like social media and chat to communicate with customers in more expressive ways. Video and the use of drones are also increasingly important elements of digital marketing strategies.
The document discusses marketing communication and media consumption trends. It defines communication and marketing, explaining how marketing has evolved from focusing on the 4Ps (product, price, place, promotion) to focusing on the 4Cs (consumer, cost, convenience, communication). It outlines different communication channels and functions, and emphasizes the importance of integrated marketing communication that uses multiple channels to achieve goals like brand recall. The document also discusses emerging consumer trends in India like increased media disloyalty, the rise of new media, the importance of word-of-mouth marketing, and consumers' preference for convenience and experiential branding.
Advertising on internet webinar by_kiran_mandrawadkar_9886733833Kiran Mandrawadkar
Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. online advertising frequently involves a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content.
Mobile apps, social CRM, and gamification are three popular techniques that have been proven to increase customer engagement in the digital era. Mobile apps can be used to deliver content, provide self-service access to accounts, and integrate with core products. Social CRM uses social media to manage brand interactions and build long-term relationships in a customer-driven way. Gamification takes advantage of human desires to achieve goals and be recognized, and can collect customer data to enable customization. These techniques enhance the customer experience, engage customers in conversations, and drive the desired customer behaviors that companies want to achieve.
This document discusses the transition from traditional to digital marketing. Some key points:
1) Traditional marketing focuses on segmentation, targeting, and positioning while digital marketing uses naturally formed online communities and permission-based opt-in engagement.
2) In traditional marketing, brands control the message while digital platforms allow for public feedback that can impact brands.
3) Traditional marketing uses the 4Ps (product, price, place, promotion) while digital follows the 4Cs of co-creation, currency-like pricing, communal activation, and conversation.
4) Both traditional and digital strategies are needed - traditional to build awareness while digital drives action and advocacy. Companies must integrate these approaches in the digital economy.
Consumers now expect frictionless experiences across all platforms and devices. They are adopting mobile technologies to simplify daily tasks like finding nearby stores and restaurants, making reservations and purchases. Marketers are creating mobile-first experiences through responsive design and apps to streamline common consumer activities and meet expectations of immediacy and convenience on the go. Going forward, reducing friction will be critical for brands to compete as consumers increasingly rely on mobile devices throughout the shopping and purchase process.
- The document proposes a mobile platform called "Ad&Charge" that would reward users with loyalty points for watching advertisements on their phones.
- Users could redeem these points for services like mobile recharges, food coupons, discounts from partner companies.
- The platform aims to provide a more positive advertising experience where users are willing participants compared to traditional ads, and also offers branding opportunities for companies.
- It would target teenagers and working professionals in India through mobile apps and partnerships with other companies. Revenue would come from advertising fees from partner companies.
This document discusses different types of advertising media and methods. It covers traditional media like billboards, magazines, newspapers and radio. It also covers digital media like websites, banners ads, pop-up ads, pop-under ads and flyers. Product, business and service advertising are described. Methods like websites, flyers and posters are mentioned as well as considerations for website design like multimedia, interactivity and search engine visibility.
The document discusses various types of mobile marketing solutions including SMS, MMS, mobile sites, games, applications, voucher/ticketing, location-based services, image recognition, and augmented reality. It provides examples of campaigns using these solutions from brands like BMW, Warner Bros., Rexona, Vodafone, Nike, Carlsberg, and others. The types of mobile solutions, their descriptions and example campaigns are outlined to illustrate how mobile can be used for advertising and engagement purposes.
Digital Marketing: There's a new bread of customers who will shape the futureDuy, Vo Hoang
This document discusses the changing digital landscape and the new generation of customers. It notes that customers now value experiences, trust social circles, and are constantly connected through various digital platforms. It also discusses three paradoxes facing marketers:
1) The online vs offline paradox - whether physical stores will disappear and how brands can create seamless online and offline experiences.
2) The informed vs distracted paradox - whether customers are truly informed by the large amount of marketing or just distracted, and how brands can cut through the noise.
3) The negative vs positive paradox - how connectivity allows both positive and negative customer opinions to spread and influence others, and how brands can harness customer advocacy.
The document outlines three paradoxes of marketing to connected customers: 1) online and offline interactions should co-exist to deliver a great customer experience, 2) while customers have access to information, they are also easily distracted and influenced by others, and 3) while delighted customers advocate brands spontaneously, others need to be prompted through negative experiences which can still create brand conversations.
כנס ירושלים לשיווק באינטרנט 2015 | How to succeed with content marketing | דן...Benady New Media
This document provides guidance on how to succeed with content marketing. It begins by introducing the author and their background. It then discusses defining the target audience and key performance indicators. The bulk of the document focuses on the importance of creating valuable content and distributing it across owned, earned, paid, and social media channels. It stresses measuring the impact of content marketing efforts using various analytics and attribution models to understand its influence across the customer journey.
This document discusses public relations (PR) and its role. PR is defined as a strategic communication process that builds mutually beneficial relationships between organizations and their publics through planned and sustained efforts. The key publics that an organization communicates with through PR include employees, media, investors, government, suppliers, and consumers. PR differs from advertising in that it aims to build trust and understanding with these publics rather than directly promoting to target audiences. The roles of PR include being an advocate, communicator, problem solver, and opinion collector for an organization. An example PR campaign for Nescafe is summarized that used a web game and viral video clips to promote understanding of coffee production and engage the public.
Admicro tham dự mobile webinar đầu tiên tại Việt Nam do MMA hostedAdmicro
This document summarizes a webinar on mobile campaign execution from the Mobile Marketing Association. It includes presentations from mobile marketing experts on key success factors for mobile campaigns, mobile technologies, solutions, and measurement. A case study is presented on how Coca-Cola Hong Kong transformed a TV campaign into an interactive mobile app campaign for a slang word promotion. The webinar emphasizes that marketing strategies must include mobile and how mobile can drive engagement through interactivity and analytics.
Sunsilk | Communication and Media Planning Sahil Kapoor
This document outlines a marketing strategy for Sunsilk hair care products. It involves 4 major tasks: Notice, Involve, Act, and Share. To accomplish these, the strategy proposes increasing brand awareness through various media like TV, print, outdoor, and digital advertising. Specific tactics include product placements in movies and shows for attention, experiential marketing like road shows, and blogs/videos to generate conversations. The goal is to position Sunsilk as an expert in hair care that can provide solutions for all hair types and problems. Frequency and reach will be maximized through continuous exposure across different media forms over a 2 month period.
How HR Professionals Can Recruit Top Employees with Mobile Advertising MarketingPurplegator
This document discusses how mobile technology can be leveraged for recruitment purposes. It outlines how mobile usage has increased dramatically, with people checking their phones over 100 times per day on average. It then provides examples of how companies have used targeted mobile advertising campaigns on platforms like Facebook and LinkedIn to recruit candidates for specific roles. Metrics are shared on the success of sample mobile recruitment campaigns for Aldi and a hospital, demonstrating high engagement rates. The document concludes by advising readers to define goals, audiences, and investments when developing a mobile recruitment strategy.
Most consumers are open to sharing, communicating and contributing
directly with manufacturers; indeed, this is rapidly becoming an
expectation. Brands have an open platform to do so through digital and
mobile channels and can no longer afford to be one step removed from
the consumer. The journey is just beginning, and it’s anyone’s game.
The Power of Mobilizing Your Brand - Google Partners Connect EventPurplegator
As part of the frequently scheduled #GooglePartners Connect events, ATS Mobile also presented to event attendees the benefits of working with a digital agency that understands the evolution of technology, and how brands can best target their audience and budget using a social-mobile strategy. As a member of the #PartnersConnect group, ATS Mobile brings the best of social media relationships with Google and mobile search, its 25 years of experience working with agencies, brands and businesses of all sizes.
The document discusses out-of-home (OOH) advertising in India. It defines OOH advertising as marketing to consumers in public places. It distinguishes between digital OOH (screens in places like cafes and bars) and non-digital OOH (billboards, bus posters, mobile billboards). The document also lists major OOH advertising companies in India and notes that the top cities for OOH advertising are Mumbai, Ahmedabad, Delhi, Kolkata, and Thiruvananthapuram. It discusses benefits like broad coverage and frequency, as well as challenges like short messaging durations. The conclusion is that OOH advertising allows brands to stand out and is estimated to become a Rs. 2000 crore
Here is a potential pitch and pricing model for the Touch & Tilt apps:
The Touch & Tilt line of interactive storybook apps from Scholastic Media bring beloved children's books to life on the iPad in a way that is engaging and developmentally appropriate for young readers. By seamlessly combining touch interactions, tilt features, and animated story elements, these apps encourage preschoolers to explore the story independently on their level while developing early literacy skills.
Pricing options could include:
A) Individual app purchases for $3.99 each
B) Annual subscription for unlimited access to full library for $29.99/year
C) Monthly subscription for $4.99/month
D)
Advertisers Now Harness the Power of Location-Based AppsKyle Nussbaum
The document discusses how location-based mobile advertising has increased in popularity as advertisers have harnessed its effectiveness. Location-based ads on apps provide relevant messages to users within proximity of a store location. One successful campaign discussed placed ads on the traffic app Waze, which generated over 9,000 clicks and 4,000 navigations to Wendy's restaurants from users driving near locations.
This document contains information about media planning for a L'Oreal Paris campaign. It discusses the consumer journey and key tasks in each stage (Seek, Involve, Act, Share). It then outlines L'Oreal's online value proposition and strategies to build trust and create a touch/feel experience. The document also discusses media mix strategies like reach, frequency, share of voice. It proposes a new "Women of Worth" campaign to pay tribute to working women and their relationships. Strategies to amplify the campaign message through TV ads, hashtags, awards are also mentioned.
Digital marketing is an umbrella term for marketing products or services using digital technologies like the internet, mobile phones, and display advertising. It is evolving rapidly and is commonly used by both businesses and consumers of the current generation. Some key aspects of how digital marketing works include using messaging, images, and video on platforms like social media and chat to communicate with customers in more expressive ways. Video and the use of drones are also increasingly important elements of digital marketing strategies.
The document discusses marketing communication and media consumption trends. It defines communication and marketing, explaining how marketing has evolved from focusing on the 4Ps (product, price, place, promotion) to focusing on the 4Cs (consumer, cost, convenience, communication). It outlines different communication channels and functions, and emphasizes the importance of integrated marketing communication that uses multiple channels to achieve goals like brand recall. The document also discusses emerging consumer trends in India like increased media disloyalty, the rise of new media, the importance of word-of-mouth marketing, and consumers' preference for convenience and experiential branding.
Advertising on internet webinar by_kiran_mandrawadkar_9886733833Kiran Mandrawadkar
Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. online advertising frequently involves a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content.
Mobile embrace mindshare_boehringeringelheim_fresh_thinking_innovative_solutionsadtechanz
The document discusses a mobile marketing campaign for the cough medicine Bisolvon. Mobile Embrace developed an interactive mobile campaign to (1) reach consumers with high frequency and low costs, (2) drive consumers to a digital hub where they could enter a competition, and (3) promote Bisolvon during cold and flu season. The campaign included mobile banners and transit ads linking to a mobile-optimized site where consumers could personalize get well cards. This increased brand awareness and market share for Bisolvon while also providing insights from consumer engagement metrics. The case study emphasizes developing a "mobile first" approach and leveraging mobile's interactivity to complement traditional media.
Designing and managing integrated marketing communications [autosaved]sslimon
This document provides an overview of integrated marketing communications (IMC). It discusses the various communication platforms used in IMC, including advertising, sales promotion, public relations, personal selling, direct marketing, and others. It also addresses factors to consider when setting an IMC mix, such as product life cycle stage and buyer readiness. Additionally, it outlines best practices for developing an effective IMC strategy, including identifying target audiences, setting objectives, designing communications, selecting channels, and evaluating results.
Integrated marketing communications is an approach where different communication modes work together to create a seamless experience for customers. The goal is to make advertising, sales promotion, public relations, direct marketing, online communications, and social media reinforce a unified brand message rather than work in isolation. Components include corporate image, branding, media selection, promotional tools, customer relationship management, and consistent messaging across all channels. Tools that are part of an IMC plan include advertising, sales promotion, direct marketing, personal selling, and public relations activities. The unified approach is important as it allows a brand to communicate effectively to a large audience at a minimal cost while also maintaining long-term customer relationships.
Traditional marketing methods include direct mail, television/radio ads, newspaper/magazine ads, billboards, phone calls and texts that have been used for decades but are less effective now. They can reach older audiences well and build local audiences but are expensive with no way to track results.
Digital marketing uses internet/smartphones and includes websites, email, social media, ads and SEO. It has high engagement, low costs, global reach, and instant data on audiences. While some users block ads, digital marketing requires constant evaluation as trends change rapidly.
Overall, digital marketing is more effective with its ability to customize, track engagement and results, reach global audiences cost effectively and allow two-way communication,
Social media is changing how people interact with each other and do business. It allows for broadcast messages to become interactive dialogues. While using social media is inevitable, businesses must decide how effectively to engage with customers on these new channels. An integrated social media strategy can generate revenue, promote products, improve customer service, and foster innovation if businesses listen to customers, consistently engage across multiple platforms, and address any crises rapidly. The most engaged brands on social media saw 18% revenue growth compared to a 6% loss for the least engaged brands.
The document discusses integrated marketing communications and brand equity building. It covers the information processing model of communications, which involves six steps consumers go through when exposed to a message: exposure, attention, comprehension, yielding a favorable response, forming intentions to act, and taking behavioral action. The document also outlines various promotion mix elements like advertising, public relations, direct marketing, and digital media. It stresses the importance of using an integrated approach across media to effectively reach the target audience.
ajaykumarta-Unit 5 promotion & place mixajay kumarta
This document discusses integrated marketing communications and the marketing communications process. It covers the key elements of the marketing communications mix including advertising, public relations, direct marketing, sales promotion, social media, and word-of-mouth marketing. The document also discusses establishing objectives, designing communications, selecting channels, setting budgets, and measuring the results of marketing communications campaigns.
This document provides an introduction to digital marketing basics. It discusses what digital marketing is, the different digital marketing channels and devices, and how to choose the right digital marketing approach for a business. It also covers placing media online, measuring campaign impact, and advantages of digital over traditional media such as being measurable, correctable, allowing for conversations, and being cheaper. The objectives are to provide a foundation for understanding and implementing digital marketing effectively.
The document discusses the changing advertising landscape and opportunities for careers in advertising. Traditional advertising methods like print, radio, and TV are giving way to online and interactive advertising options as technology evolves. The emergence of social media, mobile devices, and user-generated content is driving new opportunities for advertisers to connect with consumers and track campaign analytics. Careers in advertising are fast-paced, challenging, and ever-changing as businesses adapt to interacting directly with customers online.
Group 11_section A_brand management_Branding in the Digital Agevishal dodiya
Group 11 from IIM Lucknow presented on changing approaches to branding in the digital age. They discussed how the traditional funnel model of marketing is being replaced by a consumer decision journey influenced by multiple touchpoints. Marketers now need integrated branding strategies across paid, owned, and earned media to be visible at all stages as consumers are exposed to many brands. Examples from companies like Apple, Pepsi, Nike and others demonstrated how modern branding works in the Indian context through content coordination, customer data analysis, and social media engagement. New roles for marketing include being an orchestrator across channels and a publisher that generates content for online and offline experiences.
Quopn is TechShastra's mobile couponing platform. It is an integrated approach to Retail - from Marketing Communication to the Checkout Counter.By sending a personalized code to the user/consumer, QUOPN is much more effective in converting his intent into an action, which in turn motivates the consumer to go and sample/buy the product.The offer can be in the form of a discount coupon or even a free sample
This presentation provides an overview of social media and how it fits into digital marketing strategies. It discusses key social media platforms and metrics for measuring social media performance. Several case studies of companies using social media successfully and unsuccessfully are also summarized.
With the evolution of technology, new platforms of marketing started to emerge.
Traditional marketing became a secondary option for new-age businesses when digital marketing was introduced. It allowed brands to reach their target audience at a much lower cost with a better conversion rate.
5 current digital marketing challenges"
1. A customer-centric marketing campaign
2. Creating engaging content that drives action and brand preference
3. Complying with data privacy and PII regulations
4. Mobile-friendly and mobile first digital assets
5. Omnichannel marketing capability to drive CSat and NPS
This document provides an overview of Google and integrated marketing communications (IMC). It discusses Google's success stemming from simplicity, speed and accuracy. It also outlines Google's expansion beyond search advertising into other areas. The document then discusses the rapidly changing media environment and need for an integrated approach using both traditional and online strategies. Finally, it introduces key concepts of IMC including its definition, planning process, and importance in branding.
This document provides an overview of Google and integrated marketing communications (IMC). It discusses how Google has become the most powerful brand in the world through search advertising and expansion into new areas. It then covers the key components of an IMC approach, including advertising, direct marketing, digital/interactive marketing, sales promotion, publicity/PR, and personal selling. The document emphasizes how IMC provides a strategic and coordinated approach across marketing communication elements and audiences.
Chapter01.ppt slides by Leon g schiffmanHafizOmer4
This document provides an overview of Google and integrated marketing communications (IMC). It discusses how Google has become the most powerful brand in the world through search advertising and expansion into new areas. It then covers the key components of an IMC approach, including advertising, direct marketing, digital media, sales promotion, and public relations. Finally, it outlines the IMC planning process of analyzing the situation, developing objectives and strategies, implementing tactics, and evaluating outcomes.
Similar to Discovering Marketing Communication & Media Consumption Trends (20)
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
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1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
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Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
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Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
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Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Discovering Marketing Communication & Media Consumption Trends
1. Discovering Marketing
Communication &
Media Consumption
Trends
Prof Ujjwal K Chowdhury
Former Dean, Symbiosis Intrntnl University
Chief Consultant
New Business Age group and
Himalaya TV, Kathmandu
3. What is Marketing?
Seeding the market
Creating consumer awareness
Creating Brand Demand
Creating desire for a product or service
Creating Brand Image/ Brand Equity
Creating Brand Recall or Brand Re-positioning
Encourage Repeat Purchase
Build Customer Traffic
Turn Suspects to Prospects to Customers to Clients to Advocates
4. Marketing Redefined: 4Ps to
4Cs:
Not PRODUCT, but CONSUMER
Not PRODUCT, but CONSUMER
Not PRICE, but COST
Not PLACE, but CONVENIENCE
Not PROMOTION, but COMMUNICATION
6. Communication Functions:
• Information/ News
Traditi • Education
onal • Entertainment
• Info-tainment: News-packaging today
• Edu-tainment: Polio or Ecology Awareness
Modern • Persuasion/ Behavior Change: Branded Apparel;
Condoms/ Contraceptives; Branded Coffee
• Interact: Social Media
• Engage: Online contests, Campaigns online, Egroups
Digital
• Empower: Learning new opportunities online
7. Marketing Communication:
Communication of Persuasion
CHANNELS: Needs all: Integrated Marketing
Communication
MESSAGE: Brand Positioning: Unique
Market Placement of the Brand
ROUTE:
Diverse, Creative, Seamless, Interactive, Eng
aging
GOALS: Recall, WOW Effect, WOM (Buzz),
Referral, Viral, Lead to Purchase
EVALUATION: Evolution further
8. Why Integrated?
From media advertising to
multiple forms of
communication: three
generations use of media
From mass media to more
specialized (niche)
media, which are centred on
specific target audiences: e.g.
Automobile media
Market Scenario
Changes since
LPG
From a manufacturerdominated market to a retailerdominated, consumercontrolled market:
Value Co-Creation
From general-focus
advertising and marketing to
data-based marketing: Not to
all, but to some who matter
9. Why Integrated?
From low agency
accountability to greater
agency
accountability, particularly in
advertising: ROI
From traditional compensation
to performance-based
compensation (increased
sales or benefits to the
company).
Market Scenario
Changes since
LPG
From limited Internet access
to 24/7 Internet availability and
anywhere anytime access to
goods and services.
Cell phones with value added
features outnumber the fixed
value landlines of the past:
VAS to determine MarCom
11. Elements of IMC
Advertising: print, online, radio, TV
and/or mobile.
Public Relations, Press
Releases, Conferences, Acculturation.
Portal/Website/ Social Media/ EDM/ Egroups.
Sales Promotions
& Point of
Purchase
Communication
Trade-shows,
Road-shows &
Conferences:
Experiential
Marketing.
Online Marketing:
advertising, opt-in
email marketing
and links.
Mobile and Apps
based Marketing.
Marketing
Collateral:
brochures, case
studies, white
papers.
Electronic Direct
mail, personal
selling, enetworking.
12. Case-study: INDIA:
Incredible India Campaign
www.incredibleindiacampaign.com:
for print and television campaign
www.
incredibleindia.org
Extensive participation in
every major tourism meet,
: for digital
expo, conference.
campaign, PR, facts, and
research.
Extensive use of youtube
and facebook in
campaign.
13. How do you run a campaign?
Account
Planning Job
(assisted by
Client
Servicing):
Market &
Advertising
Research Job:
• What is the marketing
problem/need?
• What is the communication
problem/need?
• What are the resources and
timelines available?
• What are the preferences and
history of the brand/client?
• Who are the target
audiences?
• What are the key consumer
insights?
14. How do you run a campaign?
Account Planning Job:
What is the Big Idea that satisfies the key
insights and the needs?
Creative Job:
Research Job:
Media Investments
How do you express
Job:
Test-market before
the Big Idea through
the final launch;
Where do you take
still images, copy,
Impact research
your campaign, why
moving images,
after the final launch
and what costs?
sound, online
Media Planning &
Report to Account
appearances,
Buying
Management
hoardings, kiosks?
15. Emerging Consumer Trends in
India:
Media Disloyalty: beginning in
rural India as well
• Anytime, anywhere access to Media
New Media Emergence: cyber
and mobile: 75+ crore cell phone
• Conversation as against Telling/
Communication: „Seeding‟ the ideas
16. Emerging Consumer Trends in
India:
WOM/ Viral/ Buzz/ Peer Groups/
Referral (Health & Education brands)
• Acculturation (Barista, Cornflakes)
Convenience Dominates for a timestressed consumer (Retail at doorsteps)
• POP and Consumer coming closer: Buying
decisions influenced hugely by the POP
communication: in-flight and airport purchases
17. Emerging Consumer Trends in
India:
Experiential Branding amidst ad-clutter:
touch, feel, drive, see.
• Multi-media seamless reach ensures better brand
recall and WOM
Diversity within families and peer
groups: no uniform choices even in a
group
• Regional and global/inter-national differences
reducing
18. Nothing is more satisfying than
building your Own Brand.
Offline: your
qualifications;
your Portfolios
Online: your
social media
identity and cyber
skills
On Ground: your
personality, teamwork, knowledge,
grit, innovation
On-air: your
screen presence,
your voice,
presentation
Positioning: your
focus & working
to achieve it
Above all: the
PRODUCT: you
as a Good Strong
Human Being.
19. Food for Thought:
“Do not let others‟ views about you
become your reality. Make your reality”.
“I compete with my yesterday for a better
tomorrow, I compete with no one else.”
Email id: ujjwalk.chowdhury@gmail.com
Cell: 0-93733-11239.