MKT Direct, Online, Social, and Digital Marketing

promotional mix

the combination of one or more of the promotional tools used to inform, persuade, or remind prospective buyers

integrated marketing communication (IMC)

- coordinating various channels

- two-way communication

describe push advertising

- goes from manufacturer to wholesaler

- personal selling directed to intermediaries

describe pull advertising

- goes from manufacturer to consumer

- mainly advertising directed to consumers

digital and social media marketing

online marketing (websites, online advertising, email, etc.)

traditional direct marketing

face-to-face selling, direct mail marketing, etc.

direct marketing

engaging directly with consumers

outbound marketing

same as push marketing

inbound marketing

same as pull marketing

mobile channels

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viral marketing

social media exists well before today's age

- technology changes; focus on the enduring principles instead

STEPPS

social currency, triggers, emotion, public, practical value, stories

social currency

we share things that make us look good; you are what you reccommend

triggers

things that are top-of-mind

ex.

- peanut butter and _____

- rum and _____

visibility

describes how things that are easy to see are also easy to share

practical value

we share because we want to help

- ex. information, coupons, news

stories

analogous to native advertising; disguises information in a narrative

the dragonfly effect

how social media has been used to facilitate social change; a social-media driven campaign that is so powerful it causes millions to react

dragonfly model wing 1

focus- identify concrete, measurable goals

dragonfly model wing 2

Grab Attention - more than capturing interest for the moment. It's a deeper, more elaborate hook

dragonfly model wing 3

Engage - foster personal connection

dragonfly model wing 4

Take Action - enable and empower others

paid media

a category of promotional tactic based on the traditional advertising model, whereby a brand pays for media space

- ex. display ads, paid influencers

earned media

a category of promotional tactic based on a public relations or publicity model that gets customers talking about products or services

- ex. mentions, shares, reposts, reviews

owned media

- ex. website, mobile site, blog side, social media channels