Fichas
Lecture 7
Fichas del conjunto (18)
- 1Medium- Social resources: structural uses, relational uses
- communication tool: content resource, technical resource, organizational resource
Reasons to use at personal level: personal relationship, monitoring and control - 2Convergent multimedia economy..caused by- high growth number of internet users
- mobile penetration
- bid data, new forms of segmentation and targeting - 3Web Marketing and Web Communiccationsharing and cooperating
-> fundamental importance given to content and info
-> social interaction
-> consumer is "producer", actor of relationship - 4owned media- social eia management
- newsletter management - 5paid media- keyword adv
- Facebook adv
- mobile adv
- affiliate mkg (werbelinke auf website platzieren) - 6earned media- social advertising app
-pr online
- reputation - 7communication instruments- pr
- adv
- events
- social communication - 8Marketing Goals- generating brand awarness
- shaping brand image and brand attitudes
- creating loyalty
-> sales - 9E-marketing tools- websites
- online advertising
- viral marketing ( w-o-mouth/mouse)
- E-sampling, E-couponing
- mobile marketing - 10corporate blog ( from traditional comm. to market comm.)managed by the company
goals: - stressing main characteristics of company, promoting products and services, promoting companies success, informing transparently on problems, building new loyal and long term community - 11measuring website effectiveness- hits
- pages views
- session duration
- visitor profile
-> traffic analysis - 12Engagement Pyramid( from Botton to top)
1. Watching
2. Sharing
3. Commenting
4. Producing
5. Curating - 13Social Buying ProcessAwarness -> Attention -> Purchase
- 14Social Purchase decisiongenerated by users of multiple channels
use -> opinion -> sharing opinion/ conversation -> use -> ... - 15Barriers of E-marketing- poor website design
- reluctance (Zurückhaltung) to conduct transaction through new medium
- security fears - 164 Levels of E-Commerce1. Publish (provide information)
2. Interact ( interactive engagement )
3. Transact ( goods/services)
4. Integrate ( computer system and processes of traders) - 17Affiliate marketingperformance-based marketing: business rewards affiliates for each customer Brought by affiliates own marketing effort
- 18Affiliate marketing: 4 Core players1. merchant ( retailer/brand)
2. network ( contains offers for affiliate, takes care of payment)
3. publisher ( affiliate)
4. customer