Podcast
Questions and Answers
What type of customers do Enterprise and National brands focus on serving?
What type of customers do Enterprise and National brands focus on serving?
- Government rental customers
- Leisure rental customers
- Business rental customers (correct)
- Private rental customers
Which news organization did Enterprise Holdings collaborate with?
Which news organization did Enterprise Holdings collaborate with?
- Al Jazeera
- Reuters (correct)
- CNN
- BBC
What is the primary audience of Enterprise's B2B customers?
What is the primary audience of Enterprise's B2B customers?
- HR managers
- Marketing managers
- Procurement/mobility managers and C-suite executives (correct)
- Sales managers
What is the name of Reuters' branded content studio?
What is the name of Reuters' branded content studio?
What type of content was created through the partnership with Reuters?
What type of content was created through the partnership with Reuters?
What is the purpose of the content hub on Reuters Plus?
What is the purpose of the content hub on Reuters Plus?
Who are the target audience of the video content on the content hub?
Who are the target audience of the video content on the content hub?
At what stage of the buyer journey do the video content target?
At what stage of the buyer journey do the video content target?
What is the ultimate goal of the content hub initiative?
What is the ultimate goal of the content hub initiative?
What type of platform will house the content hub?
What type of platform will house the content hub?
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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
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