Types of Consumer-Generated Digital Content Consumer-generated content can be text, images, video or other digital information posted and shared by end-users. LEARNING OBJECTIVES Discuss the technological factors that have led to the rise of consumer-generated digital content KEY TAKEAWAYS Key Points Examples of consumer -generated digital content include videos, blogs, microblogs, wikis and podcasts. Consumer-generated content across digital interfaces has provided brands with insights into consumer behavior. In addition to… Read More »Types of Consumer-Generated Digital Content

Social Behavior of Consumers Understanding consumers’ social behavior online and offline is essential to developing viable marketing communications strategies. LEARNING OBJECTIVES Describe how social media aids the study and measurement of consumer behavior KEY TAKEAWAYS Key Points Traditionally, consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, purchase and dispose of products, services, experiences, or ideas. The emergence of web technologies such… Read More »Social Behavior of Consumers

Mobile Marketing Mobile marketing is the practice of promoting brands over mobile devices such as smartphones, portable media players and tablets. LEARNING OBJECTIVES Discuss the pros and cons of marketing via smartphones, computer tablets and other mobile devices KEY TAKEAWAYS Key Points During the early 2000s, mobile marketing became popular with the use of text messaging in Europe and parts of Asia. Mobile marketing promotional tactics include SMS and MMS… Read More »Mobile marketing is the practice of promoting brands

Types of Internet Advertising Types of Internet advertising include banner, semantic, affiliate, social networking, and mobile. LEARNING OBJECTIVES Give examples of how brands use affiliate marketing, social network advertising, search engine marketing (SEM), and mobile advertising. KEY TAKEAWAYS Key Points Internet advertising provides companies a low cost way to serve personalized ads across web and mobile interfaces. Online advertising relies heavily on contextual and behavioral targeting to serve personalized ads… Read More »Types of Internet Advertising

Digital Marketing Characteristics Digital marketing uses internet-connected devices to engage consumers with online advertising, primarily through pull or push methods. LEARNING OBJECTIVES Discuss pull versus push digital marketing tactics KEY TAKEAWAYS Key Points Digital marketing consists of pull or push online communication tactics. These tactics can also be referred to as inbound or outbound marketing as well. Pull digital marketing is characterized by consumers actively seeking marketing content. Push digital… Read More »Digital Marketing Characteristics

Social Media Marketing Communications Social media serves as a cost-effective communication channel for promoting brands to target audiences. LEARNING OBJECTIVES Discuss how social media increases brand awareness and customer engagement in integrated marketing communications KEY TAKEAWAYS Key Points The viral and collaborative nature of social media allows brands to build brand authenticity and loyalty among their users. Social media allows brands to refine their segmentation strategy by reaching a narrow… Read More »Social Media Marketing Communications

Types of Social Media Some of the most popular current forms of social media are social networking websites such as Facebook, which surpassed over one billion active monthly users in October 2012. There are several types of online platforms classified under the vast umbrella of social media. These categories include: Social Networks: Social networking websites allow users to build web pages featuring personal portfolios and interests. These pages are used… Read More »Types of Social Media

Introduction to Social Media and Digital Marketing Defining Social Media Social media websites and applications allow users to create and exchange user-generated content on the web. LEARNING OBJECTIVES Describe the common characteristics of social media technologies, and user behaviors that occur on social media websites KEY TAKEAWAYS Key Points Social media are examples of Web 2.0 technologies, which contrast significantly with the more passive, top-down technologies that characterized Web 1.0… Read More »Introduction to Social Media and Digital Marketing

Promotion Methods in Trade Sales Trade Allowances Trade allowances are price reductions given to middlemen, such as retailers, to encourage them to stock an organization’s products. LEARNING OBJECTIVES Describe the role of trade discounts and allowances in promotion KEY TAKEAWAYS Key Points Trade discounts are often combined to include a series of functions, for example 20/12/5 could indicate a 20% discount for warehousing the product, an additional 12% discount for… Read More »Promotion Methods in Trade Sales

Online Sales Promotion Online sales promotion can create personal relationships, channels of communication, and an exchange of information regarding a product. LEARNING OBJECTIVES Discuss on line sales promotion as a sales promotion method and relative to personal selling and sales promotion KEY TAKEAWAYS Key Points Online offers and giveaways are simple and enable marketers to cultivate and gather valuable sales information such as demographics, statistics, and consumer buying habits. The… Read More »Online Sales Promotion