10 Questions
What type of customers do Enterprise and National brands focus on serving?
Business rental customers
Which news organization did Enterprise Holdings collaborate with?
Reuters
What is the primary audience of Enterprise's B2B customers?
Procurement/mobility managers and C-suite executives
What is the name of Reuters' branded content studio?
Reuters Plus
What type of content was created through the partnership with Reuters?
Videos
What is the purpose of the content hub on Reuters Plus?
To increase awareness and consideration for the Enterprise and National car rental brands
Who are the target audience of the video content on the content hub?
Business rental decision makers
At what stage of the buyer journey do the video content target?
Early stage
What is the ultimate goal of the content hub initiative?
To increase awareness and consideration for the Enterprise and National car rental brands
What type of platform will house the content hub?
Reuters Plus
Study Notes
The 5Cs of the Awareness Marketing Mix
- The 5Cs stand for customer profile, customer journey, communicated messages, channel mix, and content mix
- Customer profile: understanding the target customer segment
- Customer journey: having a view of the customer journey in the awareness stage
- Communicated messages: messages that resonate with the customer, addressing potential challenges or concerns
- Channel mix: marketing communication channels used to generate awareness in the B2B space
- Content mix: selecting the appropriate content formats for the early buyer journey stage
Digital Awareness Channels
- Include digital advertising, SEO, online PR, content syndication, and influencer marketing
- Can be used to target specific audiences and track performance metrics such as clicks and impressions
- Digital advertising allows for more control and management of ad display, targeting, and tracking compared to traditional advertising
B2B Display Advertising
- Involves advertising on websites and social media
- Can take various forms such as banners, video, audio, and images
- Allows for targeting of specific products and services, and responding to online behaviors quickly
- Display adverts can be used to deliver content and messages to prospects
Advertising Targeting
- Involves targeting ads based on five key aspects: context, theme, prospects' needs, interests, and location
- Can be used to understand where competitors are displaying their ads and inform strategy
- The Google Display Network (GDN) is a well-known technology used for targeting display ads
Thought Leadership and Social Media
- Thought leadership can help build brand equity, invoke trust, and provide timely, quality content
- Social media can be used to retain customers, build communities, and engage with influencers
- Influencer marketing involves identifying influencers, engaging with them, and using digital technologies to facilitate this process
This quiz covers the 4Cs of marketing, focusing on customer profiling, understanding their journey, crafting effective messages, and choosing the right channels. Test your knowledge of marketing principles!
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