Marketing & Social Media
FHNW- BITMr. Flad
FHNW- BITMr. Flad
In contrast to web 1.0, the core principles of web 2.0 are based on… (mark all correct answers)
- Artificial intelligence and analytics
- Client-server networks
- Neural networks and machine learning
- The creation and sharing of content by peers
- The externalization of content
In contrast to web 1.0, the core principles of web 2.0 are based on… (mark all correct answers)
- Artificial intelligence and analytics (false)
- Client-server networks (false)
- Neural networks and machine learning (false)
- The creation and sharing of content by peers
- The externalization of content (false)
Media richness (MR): mark all correct answers
- MR is the amount of information a medium can transmit at a given time
- Media with higher richness reduce uncertainty and ambiguity in communication
- The richest way of communication is face-to-face
- A phone conference is a richer medium than a virtual world
- Wikipedia is a richer medium than YouTube
Media richness (MR): mark all correct answers
- MR is the amount of information a medium can transmit at a given time
- Media with higher richness reduce uncertainty and ambiguity in communication
- The richest way of communication is face-to-face
- A phone conference is a richer medium than a virtual world (false)
- Wikipedia is a richer medium than YouTube (false)
Social presence and self-disclosure /self-presentation Mark the best answers
- Synchronous communication has a higher social presence than asynchronous forms
- Social presence is influenced by the capacity of a medium to provide intimacy and closeness
- Levels of self-disclosure are higher in Wikipedia than in LinkedIn
- A medium with high self-disclosure helps fostering employee engagement.
Social presence and self-disclosure /self-presentation Mark the best ansers
- Synchronous communication has a higher social presence than asynchronous forms
- Social presence is influenced by the capacity of a medium to provide intimacy and closeness
- Levels of self-disclosure are higher in Wikipedia than in LinkedIn (false)
- A medium with high self-disclosure helps to foster employee engagement.
What does the newsfeed algorithm of facebook do?
The newsfeed algorithm goes over the steps of a user and tries to classify it into different categories to provide strong KPIs to make prediction or improve the reach.
Interest in user - how often user interact with the sender/clicks on recent posts
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Post - how interesting was this to other users/friends? (comments, likes, clicks)
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Creator - how interesting is content form this creator in general?
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Type - image? Video? Link? Plain text?
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Timing- is the content new?
Why is the newsfeed algorithm useful for facebook? What was the initial urge to create this algorithm?
Content on facebook has been increasing. The algorithm filters corporate pages
Why? the value of a FB fan?
2/3 of fans are likely to share good brand experiences and share promotions and discounts with their Facebook friends. 2/3 of fans are likely to share a bad brand experience.
What type of advertising does facebook have? What are the benefits?
- News Feed
- Mimics regular postings
- Large image/video + text
- Right column Ad
- Not as effective as news feed ad
- Not available for mobile advertising
What is the benefit of stating the location in a targeted post on facebook?
You also have another layer of location targeting, allowing to be even more specific:
- Everyone in this location (the default targeting option)
- The last updated location of an actual Facebook user
- People who live in this location
- Location is set by the location on a user’s Facebook profile and confirmed by their IP address.
- People recently in this location
- Tracked by mobile device usage in the geographic area you intend to target.
- People traveling to this location
- Users who had this geographic area as a recent location that’s at least 100 miles away from their home location
What to do and what do avoid when using social media campaigns??
Do:
- Do not delete messages/ comments
- Apologise in an authentic manner
- Take critique seriously
- Engage the most prominent/ vocal critics
- Remain calm , every storm moves on
- React to date
Don't:
- Do not listen (united airlines)
- Do not react (dell)
- Work with unauthentic messages (NYPD)
- Use wrong medium (NYPD)
- E.g. musicians produce youtube song about company fail. 18'500'000 vies withing 4 days stock price decreased by 10 % since the company did not react in time to this video.
- Think about what could go wrong with a campaign before you launch it.
- E.g NYPD launched a campaign and expected happy pictures with the police with "do you have a photo w/ a member of the NYPD? Tweet us & tag it . Result was a flood of pictures with officers mistreating people, and cynical comments. 70000 people tweeted aout police brutality and comments postet at a rate of 10'000 an hour. Bad response. Image was more damaged thatn ever.
What is there to understand about the social media usage and users contes?
- Demographic: : Twitter users young/urban; no "social obedience" ▪
- Medium: no control "Tweets are like roaches". Most content is negative, funny or sarcastic.
- Brand: already negative sentiment => avoid a hashtag campaign.
- Alternatives
- Feel-good user generated photos through a contest on Facebook, Instagram and Pinterest
- Use Twitter:
- Upcoming events with positive/ neutral PR surrounding; for monitoring not for campaigning
- Nevertheless: More people are following @NYPDNews
How is social media used in global corporate?
Two-thirds of companies said they are either currently using social media channels or have social media plans in the works
But:
- Focus: social media as a one-way promotional channel,
- Lack of use media to analyse conversations and turn it into insights
- 75% did not know where their most valuable customers task about them
- 31% do not measure effectiveness of social media
- 7% of participating companies integrate social media into their marketing
What are social media approaches and principles of engagement?
Social media: approaches and principles of successful engagement (synthesis)
- Take social media seriously, feel the “pulse” (Dell)
- Know your audience and your media (NYPD)
- Align social media with corporate “reality” / with reality of products and services
- Interact with other influential individuals/ brands to maximise your reach
- Consider the timing of your engagement
- Dialogue and not content is king
- Let others talk for you (customers, employees, partners etc):
- Don`t sell – give (entertainment, information, education,…)
- 80/20 rule of thumb (non-promotional vs. promotional content)
Successful approaches
- Constantly monitor the social media environment. In case of "turbulences" react immediately, honestly, and sensitively
When do you tweet?
Most brands tweet during the work week. Peak is on Thursdays and in general between 9AM to 6PM. But peak times vary with industry, location, and audience demographics.
The most retweets happen on Sundays. And in general more at night (EST)
What are non-promotional dialogues?
Non-promotional dialogues:
- Get personal (occasionally) Dell
- Incorporate users or employees as your brand messengers
- Link social media messages to real world / events (Oreo, Obermutten)
- Transmit corporate and consumer values (Dove, Apple, Under Armour)
- Do the unexpected (outrageous /funny / provocative (Abarth, Blendtec, Burger King)
How can you transmit corporate and consumer values platforms without apparent self-serving purposes?
- Unilever’s Dove Campaign for Real Beauty’’
- Bring together like-minded people who wish to enhance girls’ and women’s self-esteem by helping to establish realistic standards of beauty
- Mix of media/activities: advertisements, video, workshops, sleepover events and the publication of a book, the production of a play and a digital platform, viral videos.
Automotive – practice case
Assignment: Your task is to develop an outline for a marketing campaign in which you try to engage the target populations as much as possible. You can use social media, viral marketing approaches, on site events/activities etc. In planning the campaign, you develop a first outline which describes the key elements of the campaign including channels, events etc.
Case: Company background You work as a marketer in a large and globally operating automotive manufacturer with European roots. The company has a global market share with a focus on US, Europe and Asian markets. You and your team are in charge of the US market. Your particular task is to develop a sketch for a campaign for a new electric car to be launched in the US market. The is priced between 25’000-35’000 USD. The image that you and your team want to bestow to the new care is a small, stylish/hip, and environmentally friendly city car for urban populations. One of the main customer segments for this market are millennials, who are relatively young and culturally diverse.
Contact influencers personality to promote the car & start a social media (twitter, Instagram(fb)) marketing campaign
Maybe guarantee something to be done for the environment when you buy the car. Like planting a tree
Influencer. Ping them, make a proposal, define expectations, name a price and make a contract. They need to interact with the product.
What do you need to Track & monitor in social media?
- Awareness
- Brand awareness e.g. followers
- Engagement
- Brand engagement (e.g. twitter analytics - comments)
- Website traffic from social media (google analytics)
- Word of mouth
What do swiss companies monitor on social media?
- Likes, follower 71%
- Visitors 68%
- Number of social media reports 59%
- Dialogue 16%
- Requests, rutnover 17%
- Image 14%
- Topic leadership 13%
- Satisfaction, recommendations 11%
How do you implement a systematic approach to social media?
Digital acceleration team (DAT)
3 core disciplines:
- Listening
- Engaging
- Inspiring & Transforming
Listening and engaging: focus on trouble spotting:
- Taping on online conversation and interactions as and when they happen.
- Trouble spotting: high number of comments,”
- Marking negative issues: «If there is a negative issue emerging, it turns red.”
- Alters to trigger engagement, i.e., a real-time online response from a team member.“
DAT team: combining social media with corporate training
- Digital leadership training
- 12 members per class train for 8 months
- Three different areas:
- Community management for top global brands.
- Small internal projects, where we would make our capacity for business units and functions, e.g. mobile solutions in emerging markets
- Intense training and through leadership
What are key questions and key content of Social Media?
- Foundations /characteristics of social media and social networks, nodes etc.)
- What makes networks and social media powerful?
- Networks in organisations
- Social media and underlying concepts/classifications)
- Social media goal setting/ approaches / building blocks
- Audience, channels and successful customer engagement principles
- Frequent mistakes - and approaches and principles of successful engagement
- Social media tracking / monitoring
How would you define marketing?
"Marketing is the performance of business activities that direct the flow of goods and services from producers to consumers."
"Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return"
"Marketing is the process of planning and execution the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives."
What are the goals of marketing?
"marketing is to find out what people like and do more of it. Marketing is to find out what people don't like and do less of it."
Why do we need marketing?
The Consumer needs something and the suppliers provides goods and services- so marketing gives the information of the supplier to the consumer and the consumer gives money to the supplier.
Old times the consumers needs were only provided by one supplier. It was a simple decision making. The supplier market decided (shortage society) Today it is different, consumer demand marked (affluent society) consumers have multiple suppliers to choose from and make a complex decision about goods and services and where to buy it.
What is the principal of reward? Which rewards exist for the market partners?
Consumer: convenience fllfilled, happy, phychological relieve, accessability
Supplier: Revenue provitability, new customer, loyalty, dominance in area
What is the principal of capacity? Which resources do the market partners need?
Consumers: space, capital, human resource
Supplier: human resource, capital, suppliers, good decision making, smart invesments
What was the marketing evolution from the 1950ies to 2000s?
1950 Production orientation (sellers market) produce as much as you can
1960 Sales orientation (increasing competition, saturation) sell as much as you can
1970 Marketing orientation (buyers market) produce what you can sell
1980 Competitive orientation. How do we differentiate ourselves from competition?
1990 Environmental orientation , how do we recognize relevant trends and react effectively?
2000 Network orientation, how do we interact in networks and with customers and other market partners?
What are factors impacting marketing?
- Customer collaboarion and influence
- Growth of channel and device choices
- Social media
- Roi accountability
- Decreasing brand loyalty
- Data explosion
- Shifting consumer demographics
- Regulatory considerations
- Growth market oppotunities
- Financial constraints
- Corporate transparency
- Privacy considerations
- Global outsourcing
Sorte the factors that impact marketing by impact.
- Privacy considerations
- Shifting consumer demographics
- Social media
- Roi accountability
- Corporate transparency
- Global outsourcing
- Customer collaboarion and influence
- Regulatory considerations
- Data explosion
- Growth of channel and device choices
- Decreasing brand loyalty
- Growth market oppotunities
- Financial constraints
- 67% Customer collaboarion and influence
- 61% Growth of channel and device choices
- 57% Social media
- 45% ROI accountability
- 42% Decreasing brand loyalty
- 39% Data explosion
- 37% Shifting consumer demographics
- 33% Regulatory considerations
- 31% Growth market oppotunities
- 30% Financial constraints
- 21% Corporate transparency
- 10% Privacy considerations
- 9% Global outsourcing
Identifiy unerlying needs of tesla in the upside down maslow pyramid.
Self actualization, esteem, social, safety, transportation
What is market oriented management
It takes customer orientation plus competitor orientation and equals the building up, extensions and conservation of competitive advantages of a corporation. Marketing is market-oriented and market-driven business management and decision making.
Draft a marketplace and customer needs and the role of marketing
What is marketing as a dual management concept ?
Compare the old view of organizations to the new way of organisations
What is a seamless hospitality organization drawing?
What is maslow's hierarchy of needs?
Define: Need, Want and Demand
Need- a state of feld deprivation of some basic satisfaction e.g. food, clothing ,safety, belonging. Needs Are states of feld deprivation
want- desire for specific satisfiers of these needs. E.g.g burger, mercedes benz, and LV Bag etc. different for different socio-cultural structures. Wants Are the form human needs take as they are shaped by culture and individual personality.
demand- wants backed by ability and willingness to buy. E.g. * of people who want a Merc and can buy it. Demands Are human wants that are backed by buying power
What are Market offerings and marketing myopia?
Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want.
Marketing myopia is focusing only on existing wants and losing sight of unerlying consumer needs.
What does marketing actions try to create?
Exchange is the act of obtaining a desired object from someone by offering something in return. Marketing actions try to create, maintain, and grow desirable exchange relationships.
What is a market?
A market is set of actual and potential buyers. Consumers market when they: - search for products.
- interact with companies to obtain information
Make purchases
What questions do you need to ask when designing a customer value -driven marketing strategy?
Marketing management is the art and science of choosing target markets and builing profitable realtionships with them.
- what customers will we serve (target market)?
How can we best serve these customers (value proposition)?
A brand's value proposition is the set of benefits or values it promises to deliver to customers to satisfy theri needs.
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Flashcards
What are the basic strategic questions you need to ask when try to reduce distribution costs?
- What role should distribution play in the firm’s overall objectives and strategies?
- What role should distribution play in the marketing mix?
- How should the firm’s marketing channels be designed to achieve its distribution objectives?
- What kinds of channel members should be selected to meet the firm’s distribution objectives?
- How can the marketing channel be managed to implement the firm’s channel design effectively and efficiently on a continuing basis?
What is a distribution channel?
Definition:
The complete sequence of marekting organizations involved in bringing a product from the producer to the customer;
- A system of interdependency within a set of organizations;
- A system that facilitates the exchange process
- Make a product or service availabe for use or consumption by the consumer or business user.
Why is it importante to have distribution channels?
The use of intermediaries results from their greter efficiency in making goods available to target markets.
What does a channel involve?
- Conventional channel:
- Loosely aligned, autonomous organizations that carry out a trade relationship
- Vertical marketing systems
- Tightly organized systems coordinated by ownership of one member, legal agreements, or the power of one member.
What is a distribution center?
A large, highly automated warehouse designed to receive goods from various plants and suppliers, take orders, fill them efficiently, and deliver goods to customers as quickly as possible.
E.g.: high-tech distribution centers: Amazon employs teams of super-retrievers to keep its fulfillment centers humming
What are the functions of a distribution channel?
Channel members add value by bridging the major time, place and possession gaps that separate goods and services from those who use them.
Functions of the channel are:
- financing,
- Information
- Promotion
- risk taking
- matching,
- Negotiation
- physical distribution
What are general functions of distribution?
- Logistic function (overcoming distance between provider and customer)
- Payment function (collection from customer and securing return flows to provider)
- Range function (presenting the product in a range and integrating the product into a saleable output system, for example if ski boots are integrated into skiing equipment)
- Acquisition function (acquiring customers through direct contact and reaching as many customers as possible)
- Experience function and further customer value functions (by designing purchase as an experience and offering other usage components such as the opening of social networks)
- Service function (delivery and installation or maintenance)
What do you mean by the statement "Distribution channels become marketing channels"?
Interdependent organizations that help make a product or service available for use or consumption Channel decisions
- Affect every other marketing decision
- Can lead to competitive advantage
- May involve long-term commitments to other firms
What are the structural aspecs of designing a channel?
- Length of distribution
- i.e. number of intermediaries
- Breadth of distribution
- E.g., whether to distribute through a selective or intensive network of retailers.
Describe the elements of the lenght of distribution channels
Channel level is a layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer.
The length of the channel is determined by number of intermediary levels
- Direct marketing channel, is a marketing channel that has no intermediary levels.
- Indirect marketing channel is a marketing channel containing one or more intermediary levels.
What are the differences between an industiral lenght of marketing channels versus consumer lenght of marketing channels?
What components are there in channel breadth? Describe them.
Number of intermediaries: channel breadth
- Intensive distribution
- Products stocked in as many outlets as possible
- A marketing strategy under which a company sells through as many outlets as possible, so that the consumers encounter the product virtually everywhere they go: supermarkets, drug stores, gas stations, and the like. (dove shampoo)
- Exclusive distribution
- Producer gives only a limited number of dealers the exclusive right to distribute ist products in theri territories
- Exclusive distribution is an agreement between a supplier and a retailer granting the retailer exclusive rights within a specific geographical area to carry the supplier's product (rolex)
- Selective distribution
- Use of several intermediaries to carry a company's products
- Selective distribution involves selling a product at select outlets in specific locations. (mac book)
What happens when there is no channel management?
Conflict occurs.
- Horizontal conflict occurs among firms at the same level of the cannel (i.e. retailer to retailer)
- Vertical conflict occurs between different levels of the same channel (i.e. wholesaler to retailer)
What is the power of a channel?
Power withing the channel.
The power wielded by a channel steward is usually influence. Acquiring influence means stewards understand that the efforts of all intermediaries are interdependent eg. if one fails, the customers’ needs may not be met.
There are different types of power.
The power associated with having a unique product/technology or brand (e.g. apple) or the power tied to market access and intelligence (distributors and retailers usually have this type of power) (e.g. walmart)
What is a vertical marketing system?
- Vertical marketing system (VMS) is one in which the main members of a distribution channel--producer, wholesaler, and retailer--work together as a unified group in order to meet consumer needs. One channel member owns the others, has contracts with them, or has so much power that they all cooperate.
What is a channel level?
Channel level: A layer of intermediaries that performs work in bringing the product and ist ownership closer to the final buyer
- Direct marketing channel: no intermediary levels
- Indirect marketing channels: one or more intermediary levels
What is a multichannel distribution system?
A single firm sets up two or more marketing channels to reach customer segments.
Advantages:
- Expansion of sales and marketing coverage
- Tailor-made products and services for the specific needs of customer segments
Disadvantages:
- Harder to control
- Generates conflict
What is a horizontal marketing systems, give the example of star alliance (plain company)
Star alliance consists of 27 airlines "working in harmony" with shared branding and marketing to smooth and extend each member's global air travle capabilities.
When do you change channel organization?
Occurs when product or service producers cut out marketing channel intermediaries or wen radically new types of channel intermediaries displace traditional one.
A major trend is toward disintermediation. Product and service producers are bypassing intermediaries and going direclty to final buyers. New types of channel intermediaries are emerging to displace traditional ones.
Define Disintermediation
Disintermediation is the cutting out of marketing channel intermediaries by producers or the displacement of traditional resellers by new intermediaries.
Streaming music services such as Spotify are rapidly disintermediating both traditional music-store retailers and even music download services such as iTunes.
What is a Flagship store?
The most successful flagship stores share common key elements. Each store is usually the largest one in a retailer's chain and is located in a prestigious location, especially in areas where there are upscale customers, and it stocks a more complete range of products. The design and location of the flagship store is determined by the combination of financial considerations, brand identity and brand strategy objectives.
It’s tempting to see these stores as shops. Yes, they often provide a shopping function (which in itself differentiates them from pure-play concept stores) but the best flagships add a new dimension of physicality to a brand. They define in materials, aesthetics and by location how a brand wants to be seen in the world. At some level they complement the expansive digital presences of today’s global brands. They can also be an effective countering strategy in sectors where there is an increasing trend towards direct and/or online channels. They provide a new reason to shop live.
What is a concept store?
It is a shop that sells a carefully curated and unique selection of products that connect to an overarching theme. Often they evoke a lifestyle that appeals to a specific target audience – they are inspirational. Handpicked products are pulled together from different brands and designers, and they usually span different lines, such as fashion, beauty and homewares. In addition, the display mixes these lines and products together in an attractive fashion.
Concept stores are about discovery and experience. So the products and design tend to change regularly to keep telling that story in new and interesting ways. Many of them offer extra experiential elements such as a café or events space, which help build a community around the lifestyle they embody.
What is a Franchise - concept?
Franchise:
- by contract regulated cooperation between two
- Legally independent corporations: The Franchise donor
- Allows the Franchise taker the usage against a fee
- Services, products, systems, brand, etc. .
Indicators:
- Unified appearance in the market place
- Direction and control system for assurance of conform brand and system usage including sanctions and penalties
- Franchise-Taker is operating on own risk and contracting with clients as a legal entity on its own and uses the brand paying the franchise fee.
What are components of marketing logistics (physical distribution)
Planning, implementing, and controlling the physical flow of materials, final goods, and related information from points of origin to consumption
Customer-centered logistics: Marketplace backwards to the factory or sources of supply
- Outbound logistics
- Inbound logistics
- Reverse logistics
What are upstream and downstream partner of supply chains?
and what are the components of the supply chain management?
- Upstream partners supply the raw materials, components, parts, information, finances, and expertise need to create a product or service.
- Downstream partners serve as distribution channels that link the firm and ist customers.
What is the goal of marketing logistics?
Marketing logistics - outbound logistics, inbound logistics, and reverse logistics
The goal of marketing logistics is to deliver a targeted level of customer service at the least cost.
Logistics functions include
- Warehousing
- Inventory management
- Transportation
- Logistics information management
Major logistics functions - warehousing, inventory management, transportation, and logistics information management. Integrated supply chain management Third-party logistics (3PL) providers
What do you understand under warehousing?
Storage warehouses store goods for moderate to long periods. Distribution centers are large, highly automated warehouses that receive goods, take orders, fill them, and deliver goods to customers.
What is important in inventory management?
Should be done in a cost effective and profitable manner
- Just-in-time logistics systems
- Radio frequency identification (RFID), smart tag technology, gives the physical location of a product.
What are factors affected by choice of transportation?
Factors affected by choice of transportation
- Pricing of products
- Delivery performance
- Condition of goods
- Customer satisfaction
Modes
- Trucks, railroads, water carriers, pipelines, air carriers, and the Internet
Multimodal transportation
- Combining two or more modes of transportation
- Piggyback, fishyback, trainship, and airtruck
What does the logistics information management do?
Flows of information closely linked to channel performance Information can be shared and managed through
- Electronic data interchange (EDI)
- Vendor-managed inventory (VMI)
What does integrated logistics management do?
Emphasizes teamwork both inside the company and among all the marketing channel organizations
- Forming cross-functional teams inside the firm
- Building logistics partnerships
- Outsourcing to third-party logistics providers for functions required to get a client’s product to market
What are distributiono ratios KPIs?
- Numeric distribution
- In how many retail branches am I present?
- 100 branches carry our product category
- 40 branches carry our product
- This indicates a numeric distribution of 40%
- (Amount of branches that carry our product x 100)/(total amount of branches in Region / CH)
- In how many retail branches am I present?
- Weighted distribution
- Includes turnover/level of sales in branches, where my product is available
- E.g. 40 | 80 (40 numeric distributions, | 80 weighted distribution
- Interpretation: my product is available in 40% of all possible branches that carry the product category analysed. Those 40% (of total branches) actualize 80% of the total turnover achieved in the corresponding product category.
- Conclusion: good overall distributionjkedfl566
- Distribution factor
- Weighted distribution/numeric distribution = factor
- A factor under 1.0 indicates that the analysed product is mainly available in branches with turnover below average
- A factor of 1,0 tells us that the analysed product is in all categories of branches equally strong present.
- A factor above 1,0 indicates that the product analysed is sold in more top selling branches than in branches with weak turnover.
What are trends in retailing?
- New retail forms and combinations – multi channel becomes omni channel
- Growth of intertype competition
- Competition between store-based and non-store-based retailing
- Showrooming with cross-channel opportunities
- Growth of giant retailers
- Decline of middle market retailers
- Growing investment in technology
- Global presence of major retailers
What are parts of a corporate identity?
Vison and Mission (Basics
- Corporate image (external)
- Corporate behaviour
- Corporate culture (beliefs)
- Corporate design (visualization)
- Corporate communications
- Corporate advertising
What are challenges for outside communications?
Factors changing the face of today's marketing communications:
- Changing consumers
- Changing marketing strategies
- Advancements in digital technology
- Noise
- Multiple information sources about the firm
- Competitive communications
- Evolving communications technologies
- The regulators
- Public perception of communications techniques.
What are challenges a company faces with the inside communication when proposing something new?
- We don't need it
- We've already done that
- It's an unnecessary expense
- We need different messages for different audiences?
What components are there in corporate & marketing communication. How are they connected and what are the differences?
Promotional Communication = Marketing Communication
- Advertising
- Promotion
- Sponsoring
- Sales
- Direct marketing
- Online marketing
Corporate communication
- Internal communication
- Public relations
- Media relations
- Investor relations
- Employer communication
- General public relations
Customer and Employee communicate with interactive communication.
Employee and Corporation communicate over internal communication
Corporation and Customer communicate over external communication.
What is the new in marketing communications model?
• Marketers reach smaller consumer segments in interactive and engaging ways.
• Mix of traditional mass media and a wide array of online, mobile, and social media.
• Content marketing managers create, inspire and share brand messages and conversations.
Sketch the general communication process and marketing communication process. What are the main components of it?
Transmitter -> Transmission channel -> recipient
Encoding --> decoding & interpretation
General model of the communication process
- Source
- Encoding the message
- Transmitting the message to the recipient
- Decoding the message
- Change in recipient's behaviour
Sketch the communication model of Shannon-Weaver
