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DM 2 - Coggle Diagram
DM 2
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Ways to reach customers
Paid Media
Advantages of paid Advs
Control:
- Spend within the budget
- Have full control over the message
- Reach targeted segments
- Save unnecessary spending
Planning for Paid Media
- Define a purpose
- Create buyer personas
- Understand the behavior
- Scale the efforts
Owned Media
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Features of owned media 
Earned Media
Features:
- Complete control over the payment
- Full responsibility for design, content and upkeep
- Impact on prospective customers
- Complete message control helps present the best pitch to prospective customers and helps
Fundamental component
- Holds relevant information
- Friendly user interface
- Establishes brand's positioning
Value driven contented produced for owned media can attract earned media in formats such as:
- Interviews
- Guest posts
- Podcast invitations
- WOM
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Customer Journey: Sequence of events as customers go about trying to solve their problems and finally making a decision to buy product or service solution
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Consumer Behavior:
- Consumers use Google search extensively throughout the decision-making journey to get advice on purchases
- Customers reply on reviews and recommendations from family and friends
Ads that customer trust
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