By Antony Young (auth.)
Read or Download Brand Media Strategy: Integrated Communications Planning in the Digital Era PDF
Similar marketing books
The consultant to making attractive websites and construction a faithful following, revised and up to date Blogs, YouTube, fb, Twitter, Google+, and different structures are giving each person a "voice," together with firms and their shoppers. So how do you create the tales, video clips, and web publication posts that domesticate enthusiasts, arouse ardour on your services or products, and ignite your enterprise?
This targeted publication finds the selling plans that force revenues for a few very recognized items. the writer presents insightful research and a pragmatic framework for utilising those plans to any product in any industry.
A confirmed software to win extra consumers, connections, and referrals Get spotted . . . Get Referrals is your one-stop consultant to utilizing strong self-promotion concepts to get spotted by means of capability new consumers. Jill Lublin supplies the talents you want to make a memorable first influence, get extra referrals and develop your small business.
"Multi-Channel-Marketing ist f? ?r Unternehmen immer ? ¶fter ein zentraler Erfolgsfaktor im Wettbewerb um Kunden. Das Lehrbuch von Berd Wirtz liefert hierzu einen klar strukturierten, integrierten und theoretisch fundierten ? ?berblick. Dem Autor ist es in hervorragender Weise gelungen,die erhebliche Komplexit?
- Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests
- Value Chain Marketing: A Marketing Strategy to Overcome Immediate Customer Innovation Resistance
- Creating and Managing Superior Customer Value (Advances in Business Marketing and Purchasing)
- Luxury Fashion Branding: Trends, Tactics, Techniques
- Measuring Computer Performance
Extra info for Brand Media Strategy: Integrated Communications Planning in the Digital Era
Marketers have at their disposal paid, earned, and owned media, and each brings something to the equation. This has major implications for marketers’ approach to development of their marketing communications. ” rather than the other way around. All touch points help build a brand. Different mixes of marketing channels and media create different outcomes. The role of media and channel selection has become much more of a strategic decision by marketers. MICROMEDIA AND SOCIAL MEDIA MAKE WORDOF-MOUTH MARKETING MORE SCALABLE Word of mouth has always been the most effective way to market a brand, and it is now more scalable.
Campaigns need to be multimedia and multichannel, and creative ideas have to travel and make sense in different formats. 10 With most media consumed with only the viewer’s partial attention, the impact of advertising decreases. 11 Clutter is one of the biggest problems for marketers. An implication of this shift is that marketers need more than great creative; they need to have the message appear in the right context. For advertising to reach consumers and not be ﬁltered out, it must be in a relevant place where the consumer will be more likely to engage with the message.
Marketers adjust their campaigns more speedily now that they know what works and what doesn’t. Stephen DiMarco, chief marketing ofﬁcer for Boston-based Compete, referring to his company’s merging of data with Cannondale’s to create a consumer panel with online and ofﬂine data, says, “Since we have ‘matched’ our panel with Cannondale, we can determine what [consumer packaged goods] products our panelists have purchased. ”16 ALL MEDIA IS DIGITAL, ALL DIGITAL IS MOBILE Established media haven’t taken the shift to digital media lying down.
Brand Media Strategy: Integrated Communications Planning in the Digital Era by Antony Young (auth.)