Media and Influencers

Media

vehicle a company uses to communicate information and messages to their target audience. any form of promotion or advertisement where a company pays money to reach an audience (ads, influencers, social media, TV, etc)

new media

forms of communicating in the digital world, which is primarily online via the Internet (content accessed through computers, smartphones, and tablets)

old media

forms of communication that came before digital technology (radio, TV, printed material, etc)

media mix

various media platforms used to reach target audiences to optimize effectiveness of the campaign and budget

auction system

ads compete for impressions based on bid and performance

Cost per thousand (CPM)

amount spent for every thousand impressions. helpful for branding and name recognition

Cost per point (CPP)

cost for each gross rating point when buying TV and radio ads

cost per click (CPC)

costs for each click to website. good for driving people to website. good to be as low as possible

cost per lead (CPL)

how much spent per lead. to generate more leads

cost per acquisition (CPA)

cost for acquiring each new customer

reach

percentage of target audience reached

frequency

# of times person is exposed to message

impressions

when someone sees your ad

click-through rate (CTR)

how many people are clicking on the ad to get to website

measuring campaign effectiveness

1. market research

2. focus groups

3. recall and recognition testing

4. surveys

5. observations

6. big data

influencer marketing

paid collaboration between popular social media users and companies/brands to promote brand’s products or services

levels of influencer

1. celebrity

2. power

3. medium/mid-tier

4. micro/nano

drivers of influencer marketing

1. # of followers

2. posting frequency

3. brand fit

4. originality