Chapter 11:Promotion

Sales Promotion

• Short-term incentives driving product movement to end-users.
• Online tools include flash sales, subscriber discounts, cashback, loyalty programs, newsletter discounts, and free shipping.

Direct Marketing

• Direct engagement with targeted individual consumers and communities.
• Aims for immediate response and lasting customer relationships.

Digital Marketing

• Uses electronic channels and digital media to support other communication and distribution.
• Includes websites, email, catalogs, online and social media, and mobile marketing.

Email Marketing Advantages

• Low cost.
• Direct response mechanism.
• Fast deployment.
• Easy personalization.
• Testing options.
• Integration capabilities.

Email Marketing Disadvantages

• Deliverability issues.
• Rendering inconsistencies.
• Email response decay.
• Communication preference considerations.
• Resource intensive.

Search Engine Optimization (SEO)

• Aims for high ranking in organic search engine results pages (SERPs).
• Achieved by optimizing website content for specific keywords or key phrases.

Paid Search (PPC) Marketing

• Similar to traditional advertising.
• Displays text ads with links to company pages when users search specific phrases.
• Pay-per-click model.

Social Media Marketing

• Utilizes online social networks for marketing.
• Networks include Facebook, Instagram, Snapchat, LinkedIn, Twitter, and others.
• Incorporates social bookmarking, publishing, customer service, blogging, knowledge sharing, search, and streaming platforms.

Viral Marketing

• Digital word-of-mouth marketing.
• Highly engaging content that customers share organically.

Affiliate Marketing

• Commission-based arrangement.
• Referring sites earn fees for sales, leads, or website traffic.

Content Marketing

• Core fuel for digital marketing activities.
• Engages and persuades the target audience.

Promotion

• Promotion involves using marketing communications to inform customers about a company and its products.
• Integrated marketing communications aim to deliver a clear and consistent message through various channels.

Integrated Marketing Communications

• Characteristics:
  • Coherence: Communication is direct and logically connected.
  • Consistency: Multiple messages reinforce each other without contradictions.
  • Continuity: Communication is consistent and ongoing.
  • Complementary: Synergy exists between different messages.
• Types of media:
  • Paid media: Paid for by the marketer, including traditional and online media.
  • Owned media: Owned and controlled by the company, such as websites, blogs, social media pages, and events.
  • Shared media: Media shared by consumers, including social media, blogs, mobile media, and viral channels.
  • Earned media: Media generated through public relations efforts, not directly paid for or controlled by the marketer.

Online Response Mechanisms

• Microsite/Landing page: Effective in converting visitors to action.
• Callback/Chat approach: Engages customers for higher sales conversion.

Advertising

• Any paid form of nonpersonal promotion of ideas, goods, or services by an identified sponsor.
• Online advertising includes all paid space on websites and emails.

Public Relations (PR)

• Activities that influence public opinion and build goodwill.
• Online PR focuses on maximizing favorable mentions on third-party websites frequented by the target audience.
• Differences between online PR and traditional PR:
  • Audience is connected to organizations.
  • Audience members are interconnected.
  • Audience has access to various information sources.
  • Audiences actively seek information.

Sales Promotion

• Short-term incentives to encourage product movement to the end user.
• Online sales promotion tools:
  • Flash sales
  • Exclusive discounts for subscribers
  • Cashback incentives
  • Loyalty programs
  • Newsletter sign-up discounts
  • Free shipping

Direct Marketing

• Directly engaging with targeted individual consumers and customer communities for immediate response and lasting relationships.

Digital Marketing

• A channel strategy using electronic channels and digital media to support other communications and distribution channels.
• Includes: Websites, email, catalogs, online and social media, mobile marketing, and more.
• Advantages of email marketing:
  • Relatively low cost
  • Direct-response mechanism
  • Faster deployments
  • Ease of personalization
  • Options for testing
  • Integration
• Disadvantages of email marketing:
  • Deliverability issues
  • Renderability challenges
  • Email response decay
  • Communication preferences
  • Resource-intensive

Search Engine Optimization (SEO)

• Aiming for the highest position in organic search results based on specific keywords.

Paid Search (Pay-Per-Click PPC) Marketing

• Similar to conventional advertising, placing text ads with links to the company page when users search for specific phrases.

Social Media Marketing

• Social media: Online networks where people socialize and share content.
• Social media marketing radar:
  • Social networks: Facebook, Instagram, Snapchat, LinkedIn, Twitter
  • Social bookmarking: Delicious, Digg
  • Social publishing and news: Blogs, Google display network publisher
  • Social customer service: Get Satisfaction, Own support, Twitter
  • Social blogging: Company blogs, company forums
  • Social knowledge: Yahoo!Answers, Quora, Wikipedia
  • Social search: Google search, Yahoo!
  • Social streaming: Pinterest, iTunes, YouTube

Viral Marketing

• Digital word-of-mouth marketing or content that spreads rapidly through consumers.

Affiliate Marketing

• Commission-based arrangement where referring sites are paid for sales, leads, or visitors.

Content Marketing

• Creating valuable content to engage and persuade the audience, fueling core digital marketing activities.

Explore various marketing strategies including sales promotion, direct marketing, and digital marketing. This quiz will assess your understanding of the advantages and disadvantages of email marketing, as well as the basics of search engine optimization (SEO). Test your knowledge on these essential marketing concepts.