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IMC
Integrated Marketing Communication:A management concept designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each TERM 2
AIDA
DEFINITION 2
- An acronym used in marketing that describes a common list of events that are very often undergone when a person is selling a product or service- Attention, Interest, Desire, Action TERM 3
Hierarchy of Effects Model
DEFINITION 3 High Involvement:- Think, Feel, DoLow Involvement:- Think, Do, Feel TERM 4
Paid Media
DEFINITION 4 Definition: Properties owned by others who are paid to carry promotional messages Examples: Display ads, sponsorships, classified ads, product placement, social media ads, mobile ads, SEO (paid search), print advertising, radio, tv TERM 5
Owned Media
DEFINITION 5 Definition: carry communication messages from the organization to internet users on owned channels All owned media can be considered content marketingGoals: engage consumers w/ positive brand content, entice them to pass along content, exercise CRMExamples: Company website, blog, support forum, podcast, social, location-based mktg, email, sales pro,
Earned Media
Definition: Earned media refers to publicity gained through promotional efforts other than paid media advertising - All owned media can be considered content marketingSEO, facebook, youtube, comments, twitter, blogs, forum, email TERM 7
Landing
Page
DEFINITION 7 Unique page that appears after a user clicks on a link associated with a website (destination page) TERM 8
Microsites
DEFINITION 8 Websites designed for a narrow, specific purpose TERM 9
Blogs& Microblogs
DEFINITION 9 Blogs: Online journals, marketers use blogs to disseminate views & to draw users to their sites (more than 24, started each 24 hours)Microblogs: are a type of blog, but with very short sentence fragments, an image or link TERM 10
E-Mail - What percentage of marketers invest
in e-mail campaigns?
DEFINITION 10
- Remains the most important communication technique for building customer relationships- 75% of marketers invest in email campaignsAdvantages: no postage, printing costs, immediacy, automatedDisadvantages: spam filters
Organic Search
- Natural search results TERM 17
Local Search
DEFINITION 17
- a part of organic searchwiki answer: Local search is the use of specialized Internet search engines that allow users to submit geographically constrained searches against a structured database of local business listings TERM 18
Vertical Search
DEFINITION 18
- a part of organic search- site specific search on specialized topics, such as travel or books that helps users find what they are looking for quickly (trip advisor) TERM 19
SEO
DEFINITION 19
- Involves optimizing a website and its related online presence so that it ranks well in search resultsWiki: Search engine optimization is the process of affecting the visibility of a website or a web page in a web search engine's unpaid results-often referred to as "natural", "organic", or "earned" results. TERM 20
Search Engine Market Shares
DEFINITION 20 Google: 73%Bing: 9.3%Baidu: 8.7%Yahoo: 7.1%
6 Recommended Methods to Improve Organic
Search Ranking
- Content: make the website & online presence useful2. Links: obtain links from context-relevant sites (root domains) w/ good page ranks to your site3. Domain name: choose one that matches your keyword4. Use keyword in title tag, description metatag, and appropriately in a page body, likes and ALT tags5. Social Buzz: obtain Facebook shares, likes, tweets, referencing your online content6. Page body: use relevant text for important info/links TERM 22
6 Sample Steps in an SEO Audit
DEFINITION 22 Keyword review Landing page evaluation (relevance/content/ domain/ title/ description) Check site health Check backlinks (referring domains) Check page speed Check social media TERM 23
5 Key Marketing Communication Tools
DEFINITION 23 advertising PR sales promo direct mktg personal selling
