This document discusses various tools for marketing communication including advertising, public relations, sales promotion, personal selling, direct marketing, and publicity. It provides details on each tool such as definitions, objectives, methods, examples, and the process of planning marketing communications. The key tools covered are advertising, its objectives and budgeting process, public relations objectives and methods, sales promotion methods and examples, and the process of personal selling. Social media marketing and its advantages for companies are also overviewed.
1. Public Relation is an important factor which helps in getting the firm into public’s eyes and promotes them.
2. Its main objective is to create awareness about the company, its goals, products and earning the recognition.
3. There are various Publics who is to be kept in mind while making PR Strategies.
4. Public Relation is very different from
-Marketing
-Publicity
- Advertising
5. There are many roles which are played by PR, and in various management functions
6. With the use of correct strategies and following the appropriate code of ethics, we can achieve the desired goal/objective.
The Marketing Evolution: Don't get left behindJarrang
This presentation provides viewers with the chance to get an update on the changing digital communications landscape and covers the following subjects:
How technology is changing buyer behaviour
How Google have changed the game
How content influences search
The rise of inbound marketing
Effective Social Media needs a content plan
The online advertising options
How to manage your leads/ enquiries
Why you need a digital strategy
This is the second lecture for my Interactive Global & Regional Marketing course. This presentation covers the differences between traditional and interactive marketing.
Social Media Marketing - The Horizon (Potential, Strategy, Objectives)Tai Tran
LinkedIn Article: https://www.linkedin.com/pulse/3-opportunities-objectives-social-media-marketing-tai-tran.
What is marketing? What role does social media play in marketing? What potential does social media marketing hold? What are the key objectives of social media marketing?
Building Social Media Best Practices Across Multiple BrandsBert DuMars
Many companies jump into social media without fully considering: Fit with brand positioning and target consumer audience;
and alignment and integration with business strategies and marketing plans.
This presentation discusses a systematic approach to integrate social media into the planning process.
This presentation was originally developed by Lisa Gunther, Bert DuMars and Maria Lopez for the Southeast Association of National Advertisers conference held at Newell Rubbermaid July 29, 2010. Bert DuMars modified this version and presented it at the Social Fresh Charlotte conference on August 16, 2010.
1. Public Relation is an important factor which helps in getting the firm into public’s eyes and promotes them.
2. Its main objective is to create awareness about the company, its goals, products and earning the recognition.
3. There are various Publics who is to be kept in mind while making PR Strategies.
4. Public Relation is very different from
-Marketing
-Publicity
- Advertising
5. There are many roles which are played by PR, and in various management functions
6. With the use of correct strategies and following the appropriate code of ethics, we can achieve the desired goal/objective.
The Marketing Evolution: Don't get left behindJarrang
This presentation provides viewers with the chance to get an update on the changing digital communications landscape and covers the following subjects:
How technology is changing buyer behaviour
How Google have changed the game
How content influences search
The rise of inbound marketing
Effective Social Media needs a content plan
The online advertising options
How to manage your leads/ enquiries
Why you need a digital strategy
This is the second lecture for my Interactive Global & Regional Marketing course. This presentation covers the differences between traditional and interactive marketing.
Social Media Marketing - The Horizon (Potential, Strategy, Objectives)Tai Tran
LinkedIn Article: https://www.linkedin.com/pulse/3-opportunities-objectives-social-media-marketing-tai-tran.
What is marketing? What role does social media play in marketing? What potential does social media marketing hold? What are the key objectives of social media marketing?
Building Social Media Best Practices Across Multiple BrandsBert DuMars
Many companies jump into social media without fully considering: Fit with brand positioning and target consumer audience;
and alignment and integration with business strategies and marketing plans.
This presentation discusses a systematic approach to integrate social media into the planning process.
This presentation was originally developed by Lisa Gunther, Bert DuMars and Maria Lopez for the Southeast Association of National Advertisers conference held at Newell Rubbermaid July 29, 2010. Bert DuMars modified this version and presented it at the Social Fresh Charlotte conference on August 16, 2010.
The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.
Role of Integrated Marketing Communication; Process of Marketing Communication; Definition and
Scope of Advertising Management; Determination of Target Audience, Advertising and Consumer
Behavior; Setting Advertising Objectives, DAGMAR; Determining Advertising Budgets; Advertising
Strategy and Planning, Creative Strategy Development and Implementation
what exactly is advertising? What makes it an omnipresent phenomenon and nearly indispensible, particularly in with the level of competitiveness progressing day by day?
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
The Slideshow discussed Indian Companies Act 2013. It talks about Meaning of a company, kinds of companies, formation of a company, memorandum and articles of association, prospectus - contents and types, company directors and their appointment, removal, powers and duties, meetings of the board, winding up of a company.
The slides in the presentation talk about the Indian Partnership act 1932. It explains the various types of partners, types of partnerships, rights and duties of partners, minor as a partner, registration and dissolution of partnership firm.
The slide deals with the broad types of data to be collected in marketing research, difference between primary and secondary data, it describes the methods for primary data collection
The slideshow contains study material for Indian Contact Act - Meaning of Contract, essentials of a valid contract, performance and discharge of a contract, contract of - indemnity and guarantee, bailment and pledge, agency.
The slideshow talk about brand, branding, brand positioning, brand portfolio, brand equity and related concepts. It discusses about how a product is developed into a brand.
The slideshow discusses about the product, product classification, product mix, new product development process, product life cycle (PLC) etc and other related concepts
The slideshow talks about basics of Service Marketing, meaning and characteristics of services, difference between products and services, 7Ps of service marketing
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
2. Role of
marketing communication
• To create product or service awareness in the
market
• To make customer recall about the product or
service
• To differentiate the product or service from the
competitors
• To communicate with the customer
• Helps the customers in maintaining a favorable
attitude towards the product or service
3. Tools for marketing
communication
• The Following are the tools for marketing
communication
Advertising
Public Relations
Sales promotion
Personal Selling
Direct Marketing
Publicity [Word of Mouth]
5. Advertising
• Advertising is the paid form of promotion
• Advertising can be done using various media
such as – Print media, electronic media and
internet
• Print media – newspapers, magazines, banners
and billboards, wall ads etc
• Electronic media – TV, Radio
• Internet – Social Media, Websites, Apps etc
6. Advertising Objectives
• Creating awareness / giving information
• Changing attitudes
• Increasing sales through positioning and brand
building [a major objective]
• Making people recall the product
• Acquire customers
7. Advertising Budget
• Advertising budget is the plan of expenditure
of a company on advertising through various
media
• It should be prepared keeping in mind the
financial position of the company
• Specific operational activities should be
identified in detail and fund must be allocated
to the same.
8. Advertising Budget process
• While preparing the ad budget, the following
steps are followed:
Collection of Data
Preparation of the budget
Presentation of the budget before the
management
Getting the budget approved by the
management
Execution of the budget
Monitoring and controlling of the budget
9. Advertising Budget – factors
considered
• While preparing the ad budget, the following
factors are considered:
Stage of product life cycle
Competition in the market
Financial position of the company
Advertising frequency [high freq. high budget]
10. Advertising Copy
• An ad copy is used to describe the main text in
an advertisement, it could be a phrase, a catchy
punch-line
• It is the output of copywriters who are
employed to write material that encourages the
customers to buy products and services
• Ad copy involves a complete investigation of
customer profiles
11. Elements of Advertising Copy
• Humor
• Happiness
• Adventure
• Emotional
• Fear
• Patriotism
• Rational and informational
12. AIDAS Model
• A – Attention
• I – Interest
• D – Desire
• A – Action
• S – Satisfaction
14. PR – Meaning
• Public relations consists number of activities to
protect company’s image in the eyes of the
public [people in general]
• Most of the multinational companies have a
PR department that makes all effort to monitor
the attitude and perceptions of customers.
• It is used to distribute and communicate all the
necessary information to build up good
reputation in the mind of the public.
15. PR – Objectives
• Building corporate image
• Enhance the reputation of the company
• Building favorable impression of its products
• PR acts as a supplement to advertising
• Facilitates smooth functioning of business
16. PR – Tools and Methods
• Media Articles [newspapers and magazines]
• Interviews [for prints and electronic media]
• Speeches
• Online Reputation Management [ORM]
• Public outreach programs [customer education
etc]
• Product launch events
• E.g. Google fights Ebola campaign
• https://www.youtube.com/watch?v=ZTgFxd-
MO2A
18. Sales Promotion – Meaning
• Sales promotion is a promotional strategy
where the product is promoted using short-
term attractive incentives to stimulate its
demand and increase its sales.
• It is applied for a predetermined, limited
period of time
• Sales promotion is very common in products
such as apparels, footwear & consumer
durables
19. Sales Promotion – Objectives
• To create market for new products by offering
discounts on purchases
• To increase short term sales quickly, in a
limited time
• To sell out old stock by offering discounts and
offers
• To attract new customers
• To beat competitors in sales
20. Sales Promotion – Methods
• Free samples
• Gifts with each purchase
• Discount coupons / vouchers [Reliance
Trends]
• Exchange schemes
• Buy one get one [or more than one]
• % discounts [flat or Up To]
• Finance schemes [0 % interest EMI etc]
24. Personal Selling – Meaning
• Personal selling is also known as face-to-face
selling in which one person who is the
salesman tries to convince the customer in
buying a product.
• Personal selling is a part of promotional- mix
and it is an art of person-to-person
communication for persuading prospects or
consumers in the sales process.
25. Personal Selling – Objectives
• Build relationships with customers for long
term benefits
• Answer questions of customers, e.g. insurance
products
• Give demonstration to the customer specially
in case of machinery etc
• Give a personal touch to sales process,
interaction
• In B2B space, personal selling in very
common
26. Personal Selling – Process
Prospecting
Preparation
Approach / Appointment
Meeting / Presentation
Query Handling
Closing the Sale
Follow Up
29. Direct Marketing – Meaning
• Direct marketing includes marketing /
promotion that relies
on direct communication to individual
consumers, rather than through a third party
such as mass media.
• This type of marketing is typically used by
companies with smaller advertising budgets,
since they cannot afford to pay for
advertisements on television and often do not
have the brand recognition of larger firms.
30. Direct Marketing – Objectives
• Direct marketing includes marketing /
promotion that relies on direct communication
to individual consumers, rather than through a
third party such as mass media.
• This type of marketing is typically used by
companies with smaller advertising budgets,
since they cannot afford to pay for
advertisements on television and often do not
have the brand recognition of larger firms.
31. Direct Marketing – Methods
• The following are the methods of doing Direct
Marketing:
SMS
Email marketing
Targeted Social Media Ads [CTA – Call to
Action]
Catalogue marketing [physical / E-catalogues]
Telemarketing [direct phone calling]
Messenger marketing [Whatsapp / FB / Telegram]
32. Direct Marketing – Examples
E-mail
Calling
SMS
Digital Marketing
Call to Action
34. Publicity – Meaning
• Publicity is that element of promotion mix
which happens for free. It never costs
anything.
• Publicity comes from Customers, journalists
[free] and common folks
• Is it also called ‘word of mouth’ promotion
• Publicity can also use various media [social
media, newspapers, radio etc]
35. Publicity – Advantages
• No payment required
• Factual / varied information is passed
• Is more trustable
• Helps the intermediaries, makes sales easy
• Suitable to small organizations
• Positive word of mouth is best promotion
36. Publicity – Disadvantages
• Company has no control over the information
passed
• Can be negative also, can damage brand equity
• Can be false [rumors]
• Negative publicity is very difficult to curb,
needs huge expenditure
• In the age of social media, content goes ‘viral’
in no time, organizations have to keep track of
social media as all time.
38. Social Media Marketing [SMM]
• Companies use social media platforms for
marketing and advertising
• The popular platforms used for social media
marketing are – Facebook, YouTube, LinkedIn,
Instagram, Twitter etc
• Social Media marketing has become an
important and indispensable tool of marketing
in recent times. Every brand tries to capture
customer’s attention on Social Media.
39. Social Media Marketing [SMM]
Advantages
• Large number of audience – the platforms are use
by millions of people across the Globe
• Flexible Budget – The companies can decide the
SMM budget as per their campaign objectives
• Easy to advertise on Social Media – advertising
using social media is user friendly and easy
• Cost Effectiveness – Social Media marketing is
cost effective
• Multiple platforms for different types of users –
Facebook, YouTube, LinkedIn etc
41. Marketing Communications
Planning
• Marketing Communications Planning involves
the following steps:
Understanding target audience [recipients of
marketing communication]
Setting up a budget
Identifying the message to be communicated
Selecting the media [TV, Radio, Internet,
Magazines etc]
Executing and Monitoring
42. Marketing Communications
Planning
• Marketing Communications Planning involves the
following steps:
Identifying the purpose of marketing
communication
Understanding target audience [recipients of
marketing communication]
Setting up a budget
Identifying the message to be communicated
Selecting the media [TV, Radio, Internet,
Magazines etc]
Executing and Monitoring