Topic 10 IMC and Digital Marketing

Integrated Marketing Communication (IMC)

A strategic approach that combines various promotional methods to provide a consistent message across multiple channels.

User-Generated Content (UGC)

Various forms of online media content that are publicly available and created by end users.

Influencer Marketing

Focusing on the identification and recruitment of influencers to advocate a company’s products and brands.

Social Media Marketing Program

A portion of a company’s IMC effort designed to create and deliver online media content that attracts viewer attention.

Search Engine Optimization (SEO)

The process of improving the quality and quantity of website traffic from search engines to a website or a web page.

Earned Media

Media exposure that occurs without payment, which has high credibility and can go viral.

Paid Media

Media exposure purchased through advertising that provides immediate results and is scalable to targeted audiences.

Owned Media

Media properties that a company controls, such as corporate websites and social media profiles.

Social Networks

Online platforms where users can interact and communicate with each other.

Social Shopping

The use of social media platforms to facilitate shopping experiences and connect users with products.

Content Marketing

A marketing strategy focused on creating and distributing valuable content to attract and engage a target audience.

Email Marketing

A digital marketing strategy that involves sending emails to prospects and customers to promote products and services.