marcom lect 4

A quantifiable measure of performance over time for a specific objective.

Strategies that aim to increase people's knowledge and understanding of a brand.

Providing helpful information without directly pushing a sale, making a brand appear as a valuable resource.

Using social media platforms to share engaging content and build brand awareness.

Paid campaigns to reach a broader audience.

Generating media coverage and participating in events to increase visibility and credibility.

Collaborating with influencers to amplify reach and introduce the brand to their followers.

Encouraging existing customers to recommend the brand to new audiences.

The process of making people aware of a social issue. It involves educating the public, raising awareness for a cause, and mobilizing support to address the problem.

Introducing a new and groundbreaking product or technology to the market. It involves generating excitement, showcasing its unique features, and establishing its value proposition.

Introducing a completely new brand into an existing market. This involves building brand recognition, differentiating from competitors, and attracting a target audience.

Launching a new product line or product extension for an established brand. This involves leveraging brand recognition, highlighting new features, and engaging existing customers.

Maintaining a consistent presence in the marketplace and ensuring the brand remains top of mind amongst consumers. This involves ongoing marketing efforts, content creation, and engaging with the target audience.

A brand's outward expression, encompassing its trademark, name, communications, and visual appearance. Think of it as how the brand presents itself to the world.

The points where a brand interacts with customers, such as websites, social media, stores, and advertisements. They make up the customer journey.

Designing all touchpoints consistently with a brand's visual identity to create a cohesive and memorable experience for customers.

The journey a customer takes with a brand, from awareness to purchase, retention, and advocacy.

The stage where a potential customer becomes aware of a brand and its offerings.

The stage where a customer is considering purchasing a product or service from a brand.

The stage where a customer makes a purchase from a brand.

The stage where a customer remains loyal to a brand and makes repeat purchases.

The stage where a customer has identified their problem and is exploring various options to solve it. They are actively seeking information and comparing different products or services.

Marketing strategies that focus on raising awareness of a brand or product. This stage aims to introduce the customer to the problem or need that the brand addresses.

The specific attributes or criteria a customer uses to compare and evaluate potential solutions to their need. These criteria can include factors like price, features, benefits, brand reputation, and customer reviews.

The process of using marketing channels to reach potential customers and make them aware of a brand or product. This can include advertising, social media, public relations, and content marketing.

The goal of the consideration phase is to convince potential customers that your brand or product is the best solution for their needs. You aim to stand out from the competition and be chosen by the customer.

A stage in the buyer journey where a customer has a clearly defined need or problem and actively searches for information, solutions, and comparisons to solve it. This stage involves research, evaluation, and decision-making.

The phase where potential customers become aware of a problem or need, but might not yet know about solutions or brands.

The moment a customer realizes they have a problem or need that needs addressing. For example, someone realizing their sleep quality is poor.

The phase where customers understand that solutions to their problems exist, but haven't encountered a specific brand or product yet.

When customers are aware of a specific brand or product, but haven't yet compared it to alternatives.

The highest level of awareness, where customers are familiar with your brand and product, and are actively comparing it to competitors.

Creating a positive first impression of your brand to potential customers.

Focusing on helping customers identify and clearly articulate their problem or need.

These activities aim to attract attention, broaden reach, generate curiosity, and position your brand as a credible solution.

The stage of the buyer's journey where potential customers are actively searching for information and evaluating their options.

Content designed to educate and inform potential customers about a product or service, establishing the brand as an expert and trusted advisor.

Content that showcases how a product works or solves a customer's problem, providing a visual and practical understanding.

Content that helps customers compare different features, pricing, or benefits of various products or services.

Using marketing content created by actual customers, such as reviews, testimonials, and success stories, to build trust and credibility.

Stories shared by customers about their positive experiences with a product or service, showcasing its value and effectiveness.

Direct communication channels used to respond to questions or concerns, building trust and reducing friction in the buyer's journey.

A combination of techniques used to build trust, reassure potential customers, and encourage them to move forward in their purchasing journey.