Online Marketing: internet-based marketing using blogs, online video, e-mail, online advertisements, and company websites

Marketing Websites: In order to encourage a direct purchase or other marketing goal, engage customers.

Branded Community Websites: offer brand content that captivates customers and builds a brand community.

Online Advertising: advertisements that show up when users are exploring the internet. These can be display ads, search engine-related ads, online classifieds, and other types.

E-mail Marketing: include sending email marketing communications that are highly personalized, highly targeted, and relationship-building.

Viral Marketing: digital word-of-mouth marketing in the form of viral videos, advertisements, and other material that consumers will actively seek out or recommend to others.

Online Video Marketing: entails publishing digital video material on social media platforms like Facebook, YouTube, and others, as well as brand websites.

Blogs: online diaries where individuals and businesses publish their ideas and other material, typically pertaining to certain subjects.

Social Media: Independent and for-profit online communities where users gather, interact, and share opinions and information

Content Marketing: generating, motivating, and disseminating brand messages and dialogues with customers via a flexible combination of owned, earned, shared, and paid media.

Steps In Developing Effective Marketing Communication:

• Identify the target audience
• Determine the communication objectives
• Design the message
• Choose the media to send the message
• Select message source and collect feedback

Setting the Promotional Budget:

• Competitive-parity method: sets the promotion budget to correspond with the expenditures of rivals.
• Objective and task method: creates the promotion budget based on specified goals for the campaign and the expenses associated with the tasks required to meet these goals.
  
  

The Nature of Each Promotional Tool:

• Advertising: can repeat a message multiple times and reach a large number of geographically scattered purchasers at a cheap cost per exposure.
• Personal selling: the most effective method at certain stages of the buying process, particularly in building buyers’ preferences, convictions, actions, and developing customer relationships.
• Sales promotion: includes coupons, contests, cents-off deals, and premiums that attract consumer attention and offer strong incentives to purchase.
• Public relations: very believable form of promotion that includes news stories, features, sponsorships, and events.
• Direct and digital marketing: an immediate, customized, and interactive promotional tool that includes direct mail, catalogs, telephone marketing, online, mobile, and social media.
  

• Advantages

  
  
  • Digital and Social Media: High Selectivity, Low Cost and immediacy
  • Newspapers: Flexibility, timeliness and good local market coverage
    

• Disadvantages

  
  
  • Digital and Social Media: Potentially low impact
  • Newspapers: Short life, poor reproduction quality