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Ch13 - Inbound Marketing Communications - Coggle Diagram
Ch13 - Inbound Marketing Communications
Promotional Mix, Continued
Public Relations
Communications tool that seeks to influence opinions & attitudes of target groups through use of unpaid media exposure
Facts
Marketers with small budget - This is a more affordable way to communicate with wide audience
PR professionals build rela with media & stakeholders & use tools like press release, SM releases, press kits, news conferences, and events to spread the word
Can also take on form of crisis
management & image management
Crisis Management
Help companies navigate difficult circumstances by advising on what strategies should be followed to rectify situations & salvage company's image
Publicity
Non-personal form of communication that appears in media & is not paid for directly by the organization. Not controlled by company itself, & company has no control over what is discussed
Ultimately the media decides if, what, & when it may spread message about a company, brand, or individual
Public Relations Tools
Press Releases
An announcement written by org & sent to the media
Press Conferences
When reps of the media invited to an informational meeting with company
Advanced materials & press releases often distributed ahead of time & external experts &/ executives from company are present
Often used during crisis management
Special Events
The creation, support, or sponsorship of special events like company-sponsored seminars, conferences, sporting, or entertainment events
Goal - Create forum to disseminate company info & to create positive brand associations for participants or viewers
Company Reports
Formal company info that's published in annual reports, brochures, newsletters, videos
Social Media Releases
A multimedia, online press-release platform that includes video, text, images & SM buttons for sharing on social networks & comment areas
Direct Response Marketing
Tool designed to communicate with consumers in targeted & personalized way using either traditional or online approaches. Both approaches work together to get consumers to stores or e-commerce site to complete transaction
Facts
Unique - Includes a CTA for consumers
Is often multifaceted & designed with short-term communication blasts to build long-term rela with company & brand loyalty
Offline Approaches
Direct mail, catalogues, telemarketing, direct-response advertising on TV, radio, print, where phone numbers or websites drive an immediate CTA
Online Approaches
Internet facilitates one-on-one interactions & use tools like email campaigns, SM interactions to drive consumers to landing pages, websites, or microsites
Lead Generation
Resultant request for additional information
Traffic generation
Resultant visit to location or website
Email Marketing
Use of opt-in email lists where consumers register & give permission to receive online communications
CMA (CA Marketing Association), strictly advises against spam
Permission-based email
When recipient chooses to receive email from marketer, while spam is unsolicited email that clutter Internet
80% of customers willing to receive emails from companies
Event Marketing & Sponsorship
Event Marketing
Creation or involvement of brand in experience or occasion that heightens its awareness, creates positive associations, generates desired response
Experiential Marketing
Can be based around event, but often combines PR, event marketing, & promotions to break through clutter of competing marketing messages
Often woven into integrated campaigns to make connections with consumers & create a buzz
Sponsorship
Involves company paying a fee in exchange for inclusion in event, involvement in its advertising opportunities, or exposure within event itself
Digital Marketing Communication
One of the first touch points that brand may have with a consumer is through its website, where consumer may go to find out more about product or company
Online Marketing Tools
Websites
Design & content central to successful ranking on search engines which facilitates discovery by consumers
Content needs to be fresh & frequently updated (e.g. blogs)
Often form foundation of company or brand's digital marketing strategy (e.g. links to SM, newsletter & email comm sign up)
Transactional Websites
Electronic storefronts focused on converting an online browser into an online buyer
Promotional Websites
Focus on showcasing products & services
Microsites
Promotional websites created to showcase specific brand or for short-term promotional purposes (e.g. contests, promotional offers)
Corporate Websites
Destination for consumers & media that want to quickly access company & product information
Search Engine Marketing (SEM)
Internet marketing approach that includes SEO & PPC
SEO
Looks at website design, technical coding, written content, incoming links, and website updates to ensure websites highly rated & properly indexed by search engines.
PPC Advertising
[Search advertising] cause primarily appears in search engines in form of mini-text ads that are served during keyword search. Paid by PPC only when ads clicked. PPC image ads also exist on some blogs & SM sites
Influencer Marketing
Practice of focusing on identification & recruitment of influencers to advocate company's products, services, & brands rather than focusing exclusively on prospective buyers
It's based on the concept of personal influence - Consumer's purchases often influenced by views, opinions, behaviour of others. Influencer marketing applies this to SM & user-generated content
IDing an Influencer
Largely based on number of followers, which is attributed to influencer's perceived credibility, knowledge, authenticity, reliability in providing relevant content to their audience (trust).
Recruiting Influencers
Involves partnering with individuals who are willing & able to effectively engage with followers with product, service, or brand
Often compensated - Paid, given free products or services, reimbursed for expenses in creating & posting content
Estimated 75% of large US companies will spend $101 billion on influencer marketing initiatives in 2020
Influences exist within specific categories
Word-of-Mouth Marketing
Based on the spread of positive messages about product by listening to consumers, identifying influential individuals who can spread the word, & making it easier for them to do so
72% of respondents claiming that reviews from friends & family influence their decisions
Works on several levels
Viral Level
Tries to create buzz through SM that sends fun & interesting messages, many times with influential ppl who spread the word
Influencer Level
IDs key communities, opinion leaders, product advocates who get personally involved with brand & have ability to influence others
Professional Level
Official referral programs may be put in place to reward satisfied customers who refer brand to contacts
The Social Media Landscape
What is Social Media?
Defining Social Media
A unique blending of technology & social interaction to create a communal experience & personal value for users
SM is an online media where users submit comments, photos, videos - often accompanied by a feedback process to identify "popular" topics
Most SM involve genuine online convo about a mutual interest (one build on personal thoughts & experiences)
Some SM sites involve games & virtual world where online
Business firms also refer to SM as consumer-generated media
SM sometimes called Web 2.0, Web 3.0,
or user-generated content
Web 2.0 & 3.0
ID technological functionalities that make it possible for high degree of interactivity among users
Web 2.0 inc. functionalities that permit ppl to collaborate & share info online
Web 3.0 (now in early application stages), inc. additional functionalities that allow personalization & customization to each individual based on location, interests, needs. It integrates new features like cloud computing, big data, Internet of Things, security solutions, & privacy protection
User Generated Content (UGC)
Any form of online media content that is publicly available & created by consumers or end users
[Consumer-generated content]
Includes video, blogs, discussion forum posts, digital images, audio files, related content
80% of content on SM is UGC
3 criteria to qualify as UGC
It is published etiher on publicly accessible website or on SM site, so it's not simply an email
It shows significant degree of original or creative effort, so it's more than simply posting newspaper article on personal blog without editing or comments
It's consumer generated by an individual outside of a professional or commercial organization
Classifying SM
2 Factors
Media Richness
Involves degree of acoustic, visual, personal contact between 2 communication partners - Face-2-Face communications, say being higher in media richness than telephone or email communications
Higher media richness & quality of presentation, the greater the social influence that communication partners have on each others' behaviour
Self-Disclosure
In any type of social interaction, individuals want to make positive impression to achieve favourable image with others - This image is affected by degree of self-disclosure about a person's thoughts, feelings, likes, dislikes - where greater self-disclosure likely to increase one's influence on those reached
Why and How Social Media Transformed Marketing Communications
SM can complement & augment traditional media when focused on brand-building, customer acquisition, customer advocacy
Content Marketing
When brands or companies reach out by creating & sharing expertise & brand info that's designed to inform & engage with tools
Blogs
Web page in form of online diary that's used by orgs & individuals to post updates that inc. personal opinions, activities, experiences.
Vlog
Blog that's posted in video format
Wiki
Collaborative website that uses application where multiple users can create, add, edit, or delete content
Conversation Prism
Developed by Brian Solis
Visually demos vastness of SM landscape & all that it has to offer
Tracks dominant, niche, & promising new social networks
Shows SM much larger than just the popular sides we hear about. Includes blogs & wikis too
Comparing Social Media with Traditional Media
Differences
SM is flexible & can be changed even after it's published
SM is available immediately
SM creates conversation & marketers don't have full control over messaging
SM can have less reliable demographic data about its audiences
SM can be produced inexpensively
SM needs dedicated attention
Misconception that SM is free
While it's less expensive to produce, need to consider time for monitoring & managing SM
Social Media Marketing
When brands reach out to consumers online through social where ppl connect with friends & contacts to share comments, articles, opinions, videos, images as a form of self-expression
93% of marketers believe SM marketing generates brand exposure & 87% indicate increased traffic is major benefit
71% mentioned that SM helped them develop loyal fans & 58% believe SM responsible for providing market insights
On average CAs spend 18% of SM time interacting with brands. Most common inc. visiting store or brand websites; talking abt companies with contacts; reading permission-based content; following companies on FB, Tw, IG, LI; & posting comments on same sites
To avoid negative situations on SM, companies create SM policies & guidelines to help guide programs & interactions
72% of consumers expressing a compliant on Tw expected an answer within an hour, but only 11% of companies responded within an hour
Risk is that if companies aren't meeting customer expectations, they are likely to feel negatively about brand. Negativity is expressed in very public SM forum
Social Media Marketing Networks and Tools
Social Media Networks in Canada
Most developed SM programs use multiple SM sites to profile brand in creative, engaging, imaginative ways
Before creating SM marketing program, marketers need to check any restrictions SM sites may have for running elements like contests & should adhere to marketing regulations in CA
See Figure 13.3 A comparison of social networks
Facebook
Over 2.3 billion users
Free social network that is top choice for ppl wanting to share photos, videos, stories with their connections
Most used social networking site by marketers
Usually centre of brand's SM program & accounts for most of its SM audience (cause of dominance & well-dev platform)
3 Tracks
Personal Track
Users create personal profile; add other uses as friends; exchange comments, photos, videos & likes; receive updates through notifications in News Feed feature. Also use private message|
Group Track
Use FB Groups to allow FB members to create public or private groups where members focused on particular interest. Allows members to post comments to everyone, gives notifications & allows ppl to upload docs
Page Track
Allows artists, public figures, businesses, brands, non-profits to create pages that ppl can like & follow to receive notifications & updates in News Feed
Facebook as a Promotional Tool
Pages - Brand engagement, Insights (analytics), customer inquiries, run ads (CPC, CPM - bidding system), live video for increased brand reach
Challenge - Creating fresh, creative, engaging content that will be shared by followers
Tips to Max Consumer Engagement
Post when engagement is highest, not when most users logged in
Learn about your customers & share content that your customers want to see, not just what you want them to see
Learn from past which content perform strongest & create more
Use photos, which are still the most posted & shared content. To make it even easier, post IG photos to FB
Engage by replying to comments
Create share-worthy content with headline that will grab attention
Include a CTA in your post by asking for a share, comment, or like
Keep posts short, between 0-50 words
Twitter
For individuals & orgs to post & receive short newsworthy text updates & links in 280 characters from accounts of interest
Pro Speed that ppl can scan updates & decide whether they should read
Uses lists, favourite tweets, retweets, notifications
Encourages users to use hashtags so topics & convos searchable
330 million global users & supported in 40+ languages
Live-stream - Periscope
Twitter as a Promotional Tool
Used for customer service & marketing purposes
Second place for unhappy customers (#1 is FB)
78% of CA brands on Tw
Brand tweets - Pre-planned, pre-approved to coincide with marketing events & integrated into marketing communication programs, deploy real-time tweets in response to opportunities & buzz
Some marketers use it to show expertise & build following on SM
Tips to make tweets stand out
Develop editorial calendar & schedule events throughout year
Create & reuse graphic templates
Use videos & images for Twitter promotions
Use Twitter ads that take form of promoted accounts or promoted tweets. Advertiser pays only when followers are added or tweets clicked, retweeted, favourited, or when result in reply. Ads can be targeted by interest or by using own email contact list
Real-Time Marketing
Planned tactical approach where brands make self relevant online during events or newsworth occurrences by diving into conversations as they occur with aligned short-term messaging that takes advantage of current buzz
YouTube
Free video-sharing social network owned by Google
More than 1 billion global users collectively watching billions of hours of videos per month
Launched in more than 130 countries
YouTube as a Promotional Tool
Banner ads - Sponsored/featured videos, or in-stream video ads
Can optimize YT channels & videos for search engines by using keywords
Marketers may upload videos designed to go viral - Carefully orchestrated approach that involves creating catchy content that is often humorous or very creative to appeal to wide audience that will quickly view, share, rate video - Sends it to top of YT's recommended videos (immediately boosts popularity)
Instagram
Owned by Facebook
Mobile app that's world's largest photo-sharing site
More than 1 million active users
Can connect account to other SM so images seamlessly appear on FB & Tw - Element that makes IG very popular
Quickly being recognized by marketers as essential tool to share visual content
82% of brands in CA use IG
IG as a Marketing Tool
Behind the scenes footage from events & stunning product shots & contests
Visual brands do well on IG
Tips to build engaged following
Include CTA
Leverage hashtags that are already relevant to your audience. Consider familiar tags to particular interest
Share your IG posts on Tw, FB, Snapchat
Post at right time. Post when audience can engage with your content. Use of IG tends to peak during off-work hours
LinkedIn
Freemium business networking SM site for professionals launched in 2003
Over 690 million global marketers & over 100 million active users
Used in over 200 countries
35% of CA brands on LI & use company page to drive engagement
Orgs share company values, expertise, updates with current & potential customers
LinkedIn as a Promotional Tool
Used by orgs to profile their expertise & target individuals, companies, sectors who may be interested in their ervices
Advantage of having fewer distractions than the other SMs as it's focused on business & work-related topics
Stand out for B2B marketers cause also target company, job title, job function, group, which can result in very high quality responses & business leads
Tips to increase engagement for company pages
Make headline stand out
Post videos
Use sponsored updates to extend reach beyond current followers
Leverage company page analytics to understand trends & optimize content
Include logo & impactful banner image on your company page
Best Practices in Social Media Marketing
Creating & Measuring Social Media Marketing Programs
Creating SM Marketing Programs
Qs refer to range of elements to understand company's SM policies, selecting which SM right for brand, determine analytics platform to monitor, measure, deploy SM programs, etc.
Planning SM Marketing
What are your company's SM policies & guidelines?
How does your target market use SM & what drives engagement?
How can SM be integrated into other brand marketing programs?
What type of content is suitable for your brand on your selected SM
Who will be creating SM content for your brand & what is the budget
What are your daily/weekly targets for SM posts & interactions
Who will be running & monitoring SM programs
What analytics platforms will be used to monitor, measure, evaluate SM programs
What social media networks are appropriate for your brand & target group
Measuring SM Marketing Programs
Software vary by provider, but platforms allow marketers to respond to questions, complaints, pre-schedule posts, ID brand advocates with strong influence scores that can amplify & spread positive brand messages
Social Media Analytics
Real-time measurement, interaction & analysis of SM to assess SM campaign performance, message resonation & amplification, consumer sentiment, common themes
Social Media Monitoring
Monitoring brand mentions, consumer sentiment, buzz, engagement on Internet
Engagement Metrics
Measure how, how much, how often consumers interact with SM content
Optimization Metrics
Provide data that can point to adjustments or changes that should be made to your SM program. Generally look at CPM, CPA (cost to acquire new follower or sale), CPC
Best Practices
Obtain senior management commitment
Set company-wide governance for SM
Create detailed SM policies, guidelines, rules of engagement
Set clearly defined & measurable SM marketing objectives
Select platform that will be used to deploy, monitor, measure SM activity
ID social networks that will be used
Establish metrics that will be used to evaluate approaches
Dedicate, train, hire SM marketing experts
Understand negative comments will surface on SM & plan to handle them
Realise that mistakes will be made
Integrate SM programs into marketing practices
The Mobile Marketing Landscape
The Mobile Market
2020 - 5.1 billion unique mobile subscribers & expected to grow to 5.8 iby 2025
There are more mobile connections globally than entire pop. (when looking at devices)
Mobile devices are personal, portable, usually on
Ppl use mobile to help in path-to-purchase - Ppl check mobile multiple times a day, providing numerous touch points for marketers to engage on this journey
Allows marketers to communicate directly with consumers at point-of-purchase, whcih can be persuasive & compelling
Marketing defined by MMA (Mobile Marketing Association)
Sets practices that enables orgs to communicate & engage with audiences in interactive & relevant manner through any mobile device or network
Mobile Devices
Growth driven by smartphones & tablets but wearable devices expected to increase in popularity once privacy issues overcome
Feature Phone
Cellphone that is Internet-enabled & allows for email, text, browsing, but can't download or use apps
Tends to be cheaper & make mobile landscape more complex cause often built with own unique tech, making consistent viewing across devices difficult
Smartphone
More advanced cellphone that has similar functionality to personal computer in addition to taking pictures, playing music, movies, GPS, useing apps to enhance features & capabilities
Wearable electronics market in CA growing radpily (3.8 milion units being worn by customer segments)
Main mobile device platforms in CA - iOS & Android (even split), then it's Samsung & Blackberry but very very tiny
Majority of CAs use mobile for messenger, watching videos, while map services come close second
See Figure 13.7 Mobile Subscribers - Canada
Consumers & Mobile Devices
Mobile spending rep 13% of e-commerce sales in CA 2019
Retail e-commerce sales will continue to be larger part of total retail sales, with growth continuing to 2023
Amazon is top online shopping destination for consumers in CA
E-commerce sales currently represent 10% of overall retail sales
Showrooming
Practice of using mobile in-store to check competitive online product reviews & prices & then purchase cheaper product online. Marketers note mobile taking store out of store & making shopping accessible on the go, 24/7
Mobile Marketing Tools
Allows for one-to-one personalized communications where targeting can be precise, not only demographically but by device, interest, real time location
Mobile Web
Created & designed for smaller mobile screen with screens that load quickly, display clearly, offer unique mobile features that satisfy goal-oriented mobile user
Web for mobile must be fast, functional, and easier to use than brand's desktop website
Mobile Users visit websites an average of 6x before making a purchase
83% of those who use mobile to R product want to make purchase within 1 day
3 Approaches
Optimize desktop for mobile usii responsive design platforms that offer flexible layouts, flexible images, flexible file options so websites auto adjust & resize to render on mobile
Design separate mobile websites with streamlined content & finger- and thumb-friendly navigation
Combo of first 2 approaches. Some orgs will make 3 different interfaces (desktop - info rich, tablets - heavy image-based content, smartphones - less content & fewer images)
Mobile Apps
Software programs designed for mobile devices so that quick tap or click, they engage with info, entertainment, other forms of interactivity
Google Play has 2.6 million apps on Android platform, Apple App Store has 1.9 million, Windows has 670,000, Amazon has over 500,000
CAs are downloading apps at a slower pace but also uninstalling them at rapid rate
Most popular apps are for SM, weather, maps, music, TV/movie, gaming, YT, banking
More likely to be downloaded when recommended by friends and family if they sound interesting & fun, if user is familiar with company or brand, if they have exclusive offer
Most consumers expect apps to be free
3 types of apps created for marketing programs
Depending on type, can be expensive or cheap for marketers. For users, app functionality important, & most users won't understand difference between the types
Native Apps
Created specifically to be hosted & run on mobile
Downloaded from app store & sits in mobile devices
Provides rich experience by interacting with mobile features (e.g. GPS, camera, notification system)
Can work offline
Tech differences dictate that separate native apps need to be designed for iOS, Android, Windows, BlackBerry devices
Can be expensive
Mobile Web Apps
Websites designed to simulate native app experience
Run off browsers rather than actual mobile device & ask users to add shortcut to home screen - So can run on any platform, making them cheaper to develop
User exp is not as rich as native app (can't don't interact with mobile device features
Apps don't pay app store developer feeds, don't need app store approval, don't share revenue with app store
Hybrid Apps
Combines the superior functionality of a native app with flexibility of a web app
Can interact with mobile features, but render in browser so can be used across mobile platforms with minimal changes - So lower costs
Generally cheaper to develop than native apps cause need minimal development changes for cross-platform use
Typically don't provide rich exp as native apps, but becoming increasingly popular
Push Notifications
Content that is sent to mobile devices
CASL - Consumers must opt in to consent to receive push notifications, marketers must provide clear method for consumers to unsubscribe or opt out
Mobile Marketing Regulations & Best Practices
Mobile Marketing Regulations
Be aware of Canada's privacy legislation & CASL
CRTC, CWTA, MMA have additional codes of conduct to protect consumers & help standardize industry
The Wireless Code
CRTC regulates Wireless Code
Intro in 2013 as mandatory code of conduct for all wireless service providers
Ensures wireless contracts easy to understand & contracts can be cancelled after 2 years
Complaints against wireless service providers can be lodged Commissioner for Complains for Telecommunications Services
Common Short Code (CSC) Guidelines
Administered by CWTA to provide direction on CSC pricing & marketing practices
Mobile marketers must provide participants with mandatory keyword protocols
Consumers must double opt-in to some premium subscription CSC programs & be informed of its terms, conditions, pricing
MMA Global Code of Conduct
Administered by MMA - Guides industry with standards, guidelines, best practices
MMA has over 800 members & is represented in nearly 50 countries
Privacy policies & terms & conditions must be clear, & opt-in & opt-out protocols must be used
Messaging should be limited to its initial purpose, personal data must be protected, all MMA members must demonstrate compliance with code
Mobile Marketing Best Practices
Abide by marketing regulations & use mobile-first approach to mke connections
Mobile-first - Mobile becomes central element in marketing program & is integrated throughout consumer path-to-purchase
Mobile not added as afterthought, but instead its integrated into marketing programs from start
know how tech impacts consumer behaviour & learn how mobile devices are integrated into daily lives
Changes in shopping habits & mobile analytics used to get insights on how to best approach, engage, connect
Mobile Best Practices
Think mobile first & start with a mobile perspective
Generate creative specifically for mobile
Communicate across multiple screens to create seamless experience as consumers switch between devices
Target your audiences more specifically using rich dataset available from mobile interaction, including location
Utilize full spectrum of mobile tools to interact with consumers
Integrate mobile marketing programs into traditional marketing campaigns
Offer great service, functionality & benefits
Leverage every stage of the path-to-purchase, understanding that mobile used for search & discovery, connecting, & purchasing
Test your way to success by tracking, measuring, & making adjustments to improve results & ROI