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Marketing Chapter 8
| Term | Definition |
|---|---|
| Subscribed Audience | comprises people who want to hear from a brand |
| Subscribed audiences give permission through | email sign-up, following on social media, subscribing to YouTube channels, etc. |
| Value Exchange | audience gets value added content, and the brand gets a captive audience |
| Earned Media | public relations, social media, and organic traffic to a company website through SEO characterize media that is earned versus bought through ads or promotion |
| Owned Media | includes the company website, the website domain, and all of the content it has created for its website and social media channels |
| Paid Media | any advertising including broadcasting, streaming, or digital as well as paid sales promotion, etc. |
| Examples of Paid Media | search advertising, display advertising, social media advertising, Email marketing, paid bloggers/influencers, Mobile In-App Advertising |
| Examples of Owned Media | Company websites, company-owned social media (Facebook pages, YouTube channels), Mobile Apps |
| Examples of Earned Media | Review websites (like Amazon reviews or Yelp), public relations, media coverage |
| Integrated Marketing Communications | a marketing truism that refers to "tools and tactics" in order to communicate with targeted audiences |
| Common Integrated Marketing Communications Tools and Tactics | Advertising, public relations, digital marketing, direct marketing, events and experiences, sales promotion, personal selling |
| Impressions | the potential number of times an advertisement is seen by an audience |
| Reach | the number of unique people who are exposed to a specific advertisement |
| Call to Action | a prompt designed to elicit a response from the person exposed to the ad |
| Search Engine Optimization | entails on-page and off-page techniques to enable websites to rank higher in an organic search |
| Paid search | provides the ability for companies to appear on first page of search where they might not otherwise |
| Inbound Marketing | built around pulling people to a brand by getting found in searches and by providing value-added content |
| Content is the fuel for Inbound Marketing | it's how consumers get value and how companies provide it |
| Persona | micro target market that is semi-fictionalized representation of your ideal customer |
| Buyer's Journey | path that prospects take to becoming customers; companies can provide value along the way through content |
| Awareness Stage | prospect is experiencing and expressing symptoms of a problem of opportunity, is doing educational research to more clearly understand, frame, and give a name to their problem |
| Consideration Stage | prospect has now clearly defined and given a name to their problem or opportunity, is committed to researching and understanding all available approaches and/or methods to solving the defined problem or opportunity |
| Decision Stage | prospect has now decided on their solution strategy, method, or approach, is compiling a long list of all available vendors and products in their given solution strategy, is researching to whittle the long list down to a short list and make a decision |
| Organic content | can be posted by anyone, non-paid content |
| Sponsored content | paid ads that are considered "native advertising" because they look like organic content |
| Point of Purchase | a visual display representing a product or service usually in a retail store |
| Direct Marketing | anything whereupon the marketer is contacting and interacting with a target audience directly |
| Pull promotional strategy | sales promotions that are designed to "pull" customers to the product (coupons, samples, limited offers, etc.) |
| Push promotional strategy | designed to push products to consumers through tactics like direct selling, point of purchase, and packaging |
| PR Campaigns | intended to draw attention to product, issue, movement, personality, etc. that function differently than paid-for advertising |
| Paid Search | companies can ensure they're showing up in searches by running ads for specific keywords |
Created by:
calliemiller729