click to edit title
Advertising vs.
Publicity(宣傳)
Software for
online media
Publicity types
Social media
Customers obtain
information
click to edit
• Paid media: mass communication (Advertising)
• Earned media: promotional messages by third parties such as journalists or customers.(Publicity)
• Owned media: promotional messages generated by a brand through a message channel the brand directly
controls.(Publicity)
click to edit
• Search
• Pass-along: customer makes a recommendation for (or against) a specific brand to another customer.
• Experience: Branded services are valued services
a brand provides that are not directly connected to a core product offering.
click to edit
• Create owned media: Educational
web pages, White papers, Landing
pages(登陸頁面), Blogs, Info graphics, apps, Brand
communities, E-mail
newsletter
• Earn the press: with their goods and services or good
works featured in articles, stories
• Earn customer advocacy(擁護):
no media placement cost but should hire staff or an agency to manage its presence on social media
• Major social media platforms: Facebook/ Twitter(micro blogging service)/ Instagram(picture)/ Pinterest(share ideas and images they find online with fellow users.) /LinkedIn(website for businesspeople who create personal or
company profiles.)
click to edit
• Managing: Software can manage
social media
• Measuring: Measure results from
online media
• Automating: Software carries
customers through
the purchase process (Marketing automation software)
Search engine optimization (SEO): the process of designing a website so that it ranks high in a search engine’s unpaid results
Paying for opinion leaders and affect customers are reluctant to recommend
Referral program: offers a current customer an incentive for recommending a new customer to a business to motivate positive word-of-mouth(口碑)
Ratings and reviews: Manage negative reviews. Social media simplifies and amplifies pass-along
many-to-many
communication