Promotion Integrated Marketing Communication IMC Introduction to Business

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Even if you provide a great product to your customers at a great price, there is no point in the customer unless the customer knows it. Connect with the target customer and tell what you can provide.

In today's marketing environment, promotions include integrated marketing communication (IMC). In a nutshell, IMC is to integrate various communication tools, convey common messages, and have a desirable effect on customer awareness and behavior. If you are an Englis h-speaking veteran consumer, you will almost certainly be the target of IMC activities (every time you like TV programs, articles, and Facebook, you will participate in the IMC activity. It will be!

What Is Marketing Communication?

It is difficult to define marketing communication. In the true sense, there is a possibility of communication in all organizations. The price attached to the product conveys something very specific about the product. Companies that choose to distribute products only through the discount store have sent a clear message to the market. Marketing communication refers to activities that intend to intentionally promote offers during the target audience. The following definitions help clarify this term:

Marketing communication contains all messages, media, and activities that the organization is used to communicate with the market, which helps the audience to accept the message and take action accordingly.

Integrated marketing communication is a process to adjust all of these activities between different communication methods. Note that the central theme of this definition is persuasive: believe in something that persuades people, want something, and/ or do something. Effective marketing communication is in line with the target and the marketing strategy of the organization. The purpose is to deliver specific messages to specific audiences for the purpose of narrowing down the recognition and/ or changing behavior. Integrated Marketing Communication (IMC) depends on multiple communication methods and customer contacts in order to deliver consistent messages in more and more persuasive methods, more effective and more effective and customer contact. Make it efficient.

The Promotion Mix: Marketing Communication Methods

Marketing mix refers to the way marketers combine different marketing communication techniques to execute their marketing activities. Different marketing communication techniques have distinct benefits and complexities, and they require skill and experience to be deployed effectively. Naturally, marketing communication techniques evolve over time as new communication tools and capabilities become available to marketers and their target audiences.

Here are seven common marketing communication techniques:

Advertising: Advertising: A paid presentation of an idea, product or service by a recognized sponsor. Historically, advertising messages have been tailored to a group of people and use media such as radio, television, newspapers and magazines. Advertising can also be targeted to individuals according to their personal characteristics and behavioral profiles. Examples include weekly advertisements sent by supermarkets to local residents and online banner ads targeted to individuals based on websites visited and online search terms.
Public Relations (PR): The purpose of public relations is to generate goodwill between an organization (or what it promotes) and the "public" or target audience that the organization is trying to reach. This can be through unpaid or earned promotional opportunities such as articles, press and media coverage, awards, presentations at conferences and events, and other positive attention through means that are not paid for by the sponsor. Although the PR attention an organization receives is earned, not paid for, an organization can devote significant resources to the activities, events, and people that generate that attention.
Personal Selling: Personal selling uses people to build relationships with target audiences in order to sell products and services. Personal selling emphasizes face-to-face interaction to understand the customer's needs and demonstrate how the product or service provides value.
Sales Promotion: Sales promotion is a marketing activity aimed at temporarily boosting sales of a product or service by adding value to the basic value offered, such as "Buy One Get One Free" for consumers or "Buy 12 cases and get 10% off" for wholesalers, retailers, and distributors.
Direct Marketing: This method aims to sell products and services directly to consumers, without going through retailers. Catalogs, teleporters, mailers and promotional materials, home shopping channels, etc. are all common traditional direct marketing tools. Email and mobile marketing are the next generation direct marketing channels.
Digital Marketing: Digital marketing covers many areas, from websites to search engines, content and social media marketing. Although digital marketing tools and techniques are rapidly evolving with technological advancements, this umbrella term covers all the ways in which digital technology is used to market and sell organizations, products, services, ideas, and experiences.
Affiliate Marketing: This new category of marketing communication involves unusual, innovative, and low-cost marketing tactics to attract consumers to marketing efforts, capture their attention, and achieve maximum exposure of the organization and its products and services. Generally, guerrilla marketing is experiential, creating new situations and memorable experiences that consumers associate with the product or brand.

Guerilla Marketing: A street lamp transformed into a McDonald's coffee pot. Source: http://janjan-design. blogspot. com/2012/06/im-loving-it. html

Today, most marketing initiatives incorporate multiple methods. Each marketing communication method will be discussed in detail later in this chapter.

The Objectives of Marketing Communication

The basic objectives of all marketing communication methods are (1) to communicate, (2) to compete, and (3) to persuade. To be effective, organizations must ensure that the information they communicate is clear, accurate, truthful, and useful to their stakeholders. In fact, being honest and accurate in marketing communications is more than a matter of sincerity, as false marketing communications can lead to litigation and even the criminal justice system.

Marketing communications is the key to competing effectively, especially in a market where competitors are selling essentially the same products at the same prices in the same stores. Only through marketing communications can organizations find ways to attract specific segments, differentiate their products, and create lasting brand loyalty. Remaining more appealing and persuasive than competitors' messages is a constant challenge.

Ideally, marketing communication must be persuasive. In other words, presenting ideas, products, and services in a compelling manner so that the target layer takes the desired action. The ability to persuade and convince is essential for gaining a new business, but will also be necessary to reconstruct and maintain many consumers and customers. There is no guarantee that a customer will stick to the original product just because a customer has purchased a specific brand once, 12 times, or 12 years. That's why marketing staff wants to be able to always remember the unique benefits of the product.

Marketing Campaigns and IMC

The Marketing Campaign

Finding out marketing communication methods and tools, and thinking about how to combine them is a challenge for marketers who plan for a promotional strategy. To support the planning, marketing managers often use campaign approaches. A campaign is a series of marketing communication activities planned and adjusted to reach a specific goal, based on one theme and ideas. For many years, the term "campaign" has been used for advertising, but the terms apply to the entire IMC program.

The organization can carry out many types of IMC campaigns and can carry out multiple campaigns at the same time. Regional campaigns can be implemented in local and nationwide campaigns, depending on the available funds, purpose, and market scope. One campaign may target consumers, and another campaign may target wholesalers and retailers. Different marketing campaigns may also use different segments, communicate messages tailored to each segment, and use communication tools. The marketing representative uses a marketing plan (sometimes called an IMC plan) to monitor and run a series of campaigns for a certain period of time.

Campaigns are developed mainly on themes, central ideas, focus, or purposes. This theme penetrates all IMC activities and works to unify the campaign. For example, the KCRW Capital Campaign, launched by the popular public radio station based in Los Angeles, collected $ 48 million and established the latest media facilities required for its operation. In addition, from specialized groups to school parents' associations, new member campaigns that focus on campaigns launched by many member organizations may change customer attitude and behavior. The theme may take a slogan shape, such as the Coc a-Cola's "Taste The Feeling" campaign and Devias's "A Diamond is Forever" campaign.

Clear Channel is a marketing company that specializes in outdoor advertising. For their latest advertising campaign in Switzerland, they set a theme based on the slogan "Where brands and people meet" and asked their clients to participate in the dramatization of the theme. Dozens of Swiss companies contributed their logos, which were used as "tiles" in three colorful mosaics.[1] [1] These mosaics (two in the photo below) appeared on the web and on street corners in Switzerland. Click here to see a high-resolution version revealing all the brands that make up the mosaic. Some billboards are animated, like this one:

Marketing campaigns may also adopt a theme that references a stage in the product lifecycle, such as McDonald's 2015 "All Day Breakfast" launch campaign. Some organizations use the same theme for multiple campaigns, while others develop a different theme for each new campaign.

In a successful campaign, all activities are well coordinated and enhance each other, increasing the overall impact. For example, one campaign might include:

Advertising: A series of relevant, timely, and carefully placed television ads combined with print ads in select magazines and newspapers.
Direct Marketing: Direct-to-consumer mailings that reinforce the advertising message are sent to target segments in selected geographic areas.
Personal Selling: Prepare customer salespeople for the campaign to explain and demonstrate the product benefits highlighted in the ad.
Sales Promotion: In-store promotional materials that reflect the same message and design as the ad.
Digital Marketing: Promotional information on the organization's website that reflects the same message, design, and offer as the ad. The ad itself can be posted on the website, YouTube, Facebook, and shared on other social media.
Public Relations: Press Release: An announcement that makes noteworthy statements about the campaign's focus, objectives, and target audience.

For each IMC campaign, new outreach materials should be prepared that reflect the common goals, message, design, and other elements to maximize the campaign's effectiveness.

Those responsible for the physical delivery of products and services must ensure that distribution points are adequately stocked and equipped to deliver to all points of sale before the campaign begins. Those responsible for public relations and media relations must be constantly aware of the marketing plan and be able to identify and coordinate opportunities for media attention. Public relations deals with the media, conference/event organizers, and other stakeholders outside the organization, so it is crucial to ensure that public relations activities are timed sufficiently and utilize the best times to support the overall campaign.

Advertising

Pay to Play

Pears Soap Advertisement from the 1900s.

Advertising is any form of paid communication from a recognized sponsor or source that draws attention to an idea, product, service, or the sponsor itself. Most advertising is directed to groups rather than individuals, and ads are usually distributed through media such as television, radio, newspapers, and more recently the Internet. Advertising is often measured in impressions (how many times a consumer is exposed to an advertisement).

Advertising is a very old form of promotion with roots dating back to ancient times. In recent decades, advertising has changed dramatically as new technologies and media have allowed consumers to bypass traditional advertising venues. From the invention of remote controls that allow you to ignore TV ads while sitting on your couch to recording devices that allow you to skip ads while watching a TV show, traditional advertising has been on the decline. In general, TV viewing has become fragmented and viewership has been declining.

Print media has also been on the decline, with fewer people subscribing to newspapers and other print media and more people consuming news and entertainment digitally. Newspaper advertising revenues have been steadily declining since 2000. [TV advertising revenues are also low, with an increasing number of broadcast and cable networks. It is clear that companies need to go beyond traditional advertising channels to reach consumers. Digital media has been happy to step in to fill this gap. Despite this changing landscape, for many companies, advertising remains at the forefront of how to deliver the right message to customers and prospects.

The Purpose of Advertising

Advertising has three primary objectives: to inform, persuade, and attract attention.

Information advertisements increase the awareness of brands, products, services and ideas. You can educate people on the presentation of new and new programs, the features and benefits of new and existing products.
Comprehensive ads work to persuade customers to persuade customers to be the best of corporate services and products, and to enhance the image of companies and products. It aims to take action, change brands, try new products, and to affect the current brand.
Reminder advertisement reminds people of the necessity of products and services, or the functions and benefits provided when purchased immediately.

Left: Informatio n-provided advertisement Right: persuasive advertising

Many people think of advertisements, that is, advertisements that focus on products, that is, advertising the products and services of the organization. Institutional ads go beyond products to promote organizations, problems, places, events, and political personality. Public Service Advertising (PSA) is a category of institutional advertising that focuses on social welfare issues such as drunk driving, drug use, and healthy lifestyle. Generally, PSA is sponsored by no n-profit organizations and government agencies that have vested interests for the cause of the promotion.

Public Service Advertising (PSA) Information advertisements increase the awareness of brands, products, services and ideas. You can educate people on the presentation of new and new programs, the features and benefits of new and existing products.

Advantages and Disadvantages of Advertising

Comprehensive ads work to persuade customers to persuade customers to be the best of corporate services and products, and to enhance the image of companies and products. It aims to take action, change brands, try new products, and to affect the current brand.

Reminder advertisement reminds people of the necessity of products and services, or the functions and benefits provided when purchased immediately.

Developing Effective Ads: The Creative Strategy

Left: Informatio n-provided advertisement Right: persuasive advertising

Public Service Advertising (PSA) Information advertisements increase the awareness of brands, products, services and ideas. You can educate people on the presentation of new and new programs, the features and benefits of new and existing products.

Reminder advertisement reminds people of the necessity of products and services, or the functions and benefits provided when purchased immediately.

Left: Informatio n-provided advertisement Right: persuasive advertising

Many people think of advertisements, that is, advertisements that focus on products, that is, advertising organizational products and services. Institutional ads go beyond products to promote organizations, problems, places, events, and political personality. Public Service Advertising (PSA) is a category of institutional advertising that focuses on social welfare issues such as drunk driving, drug use, and healthy lifestyle. Generally, PSA is sponsored by no n-profit organizations and government agencies that have vested interests for the cause of the promotion.
Public Service Advertising (PSA)
As a method of marketing and communication, advertising has both advantages and drawbacks. In terms of advantages, advertising creates reliability and legitimacy when the organization invests himself and its products in public. Advertising can convey the sense of quality, permanent, and the idea that companies are not several flybinite business. Advertising can repeat messages at a strategic interval by marketing staff. Again, it is more likely that the target audience will see a message that will improve the results of cognitive construction. Ads can create dramas and human interests in exciting or persuasive people and situations. It can introduce emotions, images and symbols that stimulate the desire, and show a method that is more advantageous for products and brands compared to competitors. Finally, an advertisement is an excellent way to build a brand because it can build a reasonable and emotional relationship with companies and offers into favors. As ads are more sophisticated by digital media, it becomes a powerful tool for tracking consumer behavior, interest, and preferences, and advertisers can provide more suitable content and offer. Through
The main drawback of advertising is the cost. Marketing is wondering if this communication method is really expensive to reach a large number of people. Of course, costs vary by medium, and TV ads have a very high production cost and posting fee. In contrast, printing and digital ads tend to be much cheaper. The problem with the cost is the number of people who actually reach the ad. In today's multimedia market, ads are easily adjusted. At first, even advertisements that have attracted attention may grow over time. Digital ads are clickable and interactive, but not the conventional advertising media. In the world of real stores, it is difficult for marketers to measure the success of advertising and direct it directly to consumer awareness and changes in behavior. Since advertising is a on e-way medium, there are usually few direct opportunities from consumers who are overwhelmed by consumer feedback, interaction, and especially competing market messages. Marketing and communication methods include advertisements and disadvantages. In terms of advantages, advertising creates reliability and legitimacy when the organization invests himself and its products in public. Advertising can convey the sense of quality, permanent, and the idea that companies are not several flybinite business. Advertising can repeat messages at a strategic interval by marketing staff. Again, it is more likely that the target audience will see a message that will improve the results of cognitive construction. Ads can create dramas and human interests in exciting or persuasive people and situations. It can introduce emotions, images and symbols that stimulate the desire, and show a method that is more advantageous for products and brands compared to competitors. Finally, an advertisement is an excellent way to build a brand because it can build a reasonable and emotional relationship with companies and offers into favors. As ads are more sophisticated by digital media, it becomes a powerful tool for tracking consumer behavior, interest, and preferences, and advertisers can provide more suitable content and offer. Through
The main drawback of advertising is the cost. Marketing is wondering if this communication method is really expensive to reach a large number of people. Of course, costs vary by medium, and TV ads have a very high production cost and posting fee. In contrast, printing and digital ads tend to be much cheaper. The problem with the cost is the number of people who actually reach the ad. In today's multimedia market, ads are easily adjusted. At first, even advertisements that have attracted attention may grow over time. Digital ads are clickable and interactive, but not the conventional advertising media. In the world of real stores, it is difficult for marketers to measure the success of advertising and direct it directly to consumer awareness and changes in behavior. Since advertising is a on e-way medium, there are usually few direct opportunities from consumers who are overwhelmed by consumer feedback, interaction, and especially competing market messages. As a method of marketing and communication, advertising has both advantages and drawbacks. In terms of advantages, advertising creates reliability and legitimacy when the organization invests himself and its products in public. Advertising can convey the sense of quality, permanent, and the idea that companies are not several flybinite business. Advertising can repeat messages at a strategic interval by marketing staff. Again, it is more likely that the target audience will see a message that will improve the results of cognitive construction. Ads can create dramas and human interests in exciting or persuasive people and situations. It can introduce emotions, images and symbols that stimulate the desire, and show a method that is more advantageous for products and brands compared to competitors. Finally, an advertisement is an excellent way to build a brand because it can build a reasonable and emotional relationship with companies and offers into favors. As ads are more sophisticated by digital media, it becomes a powerful tool for tracking consumer behavior, interest, and preferences, and advertisers can provide more suitable content and offer. Through

The main drawback of advertising is the cost. Marketing is wondering if this communication method is really expensive to reach a large number of people. Of course, costs vary by medium, and TV ads have a very high production cost and posting fee. In contrast, printing and digital ads tend to be much cheaper. The problem with the cost is the number of people who actually reach the ad. In today's multimedia market, ads are easily adjusted. At first, even advertisements that have attracted attention may grow over time. Digital ads are clickable and interactive, but not the conventional advertising media. In the world of real stores, it is difficult for marketers to measure the success of advertising and direct it directly to consumer awareness and changes in behavior. Since advertising is a on e-way medium, there are usually few direct opportunities from consumers who are overwhelmed by consumer feedback, interaction, and especially competing market messages.

Effective ads start with the same basics as other IMC campaigns: identification of the target and purpose of the campaign. If advertising is part of a larger IMC initiative, it is important to consider the strategic role of advertising in connection with other marketing communication tools. After clarifying target audiences, campaign strategies, and budgets, the next step is to formulate creative strategies to develop attractive ads. Creative strategies have two important factors: messages and appeal.

The message is born from the message framework: what the advertisement should tell consumers? What should the key message be? What is the alleging of action? How should brand promises be expressed in ads? How do you position and differentiate the offer? In advertising, you must not forget that messages can be communicated not only in words, but also in images, sounds, tones, and styles.
Effective advertisements that do not use words
Marketing staff should also consider existing social perceptions and other advertisements and messages that companies have issued to the market. Is the previous marketing activity supported by the target audience? Is the next advertisement round, or a time for new messages, appearance, and tones?
Along with the message, the creative strategy determines how appealing, that is, how ads will attract attention and affect human recognition and behavior. There are various forms of advertising appeal, but tend to be classified into two categories: information and emotional appeal.
Information appeal provides facts and information that the target audience will help you make decisions for your purchase. It tries to reveal attention using reasonable discussions and evidence to persuade consumers who select products, services, or brands. for example
Features of more or better products and services: Ajax "stronger than dirt"
Cost reduction: Wa l-Mart "Always low price"
Quality: John Deer "Nothing runs as much as Deer"
Customer Service: Holiday Inn "Pleasant people around the world"

New Belizon "Can You Hear Me Now? Good"

Public Relations

Public Relations: Getting Attention to Polish Your Image

The next Black+Decker brand advertises products based on information appeal:

Emotional appeals target consumers' emotional wants and needs rather than rational logic or facts. They exploit conscious or subconscious desires, beliefs, fears, and anxieties to persuade consumers and influence their behavior. Emotional appeals are aligned with the features and benefits offered by the product, but they connect with consumers on an emotional level rather than a rational level. Most marketers agree that emotional appeals are more powerful and differentiating than informational appeals. However, emotional appeals must be executed well to be seen as authentic and trusted by the target consumer. A poorly executed emotional appeal can come across as frivolous or manipulative. Examples of emotional appeals include:

The Purpose of Public Relations

Self-esteem: L'Oreal "Because I Deserve It

Happiness: Coca-Cola "Open Happiness"
Anxiety and fear: World Health Organization "Smoking Kills"
Achievement: Nike "Just do it"
Attitude: Apple "Think differently"
Freedom: Southwest "You're free to move around the country now"
Reassurance: Allstate "Are you in good hands?"

When to Use Public Relations

Popularity: NBC "Must-See TV"

Cleanliness: Clorox "For life's stressful moments, there's Clorox"

The following Heinz ketchup commercial provides a humorous example of advertising based entirely on emotional appeals:
Public relations (PR) is the process of maintaining a favorable image and building beneficial relationships between an organization and the public communities, groups, and people it serves. Unlike advertising, which seeks to create favorable impressions through paid messaging, PR does not pay for attention or publicity. Instead, PR seeks to achieve a favorable image by drawing attention to the organization's activities and its clients. For this reason, PR is often referred to as "free publicity."
In reality, PR is not a costly form of promotion. It involves paying salaries to individuals who oversee and execute the PR strategy, as well as expenses for events, sponsorships, and other PR-related activities.
Like advertising, public relations aims to promote an organization, product, service, or brand. However, PR activities also play an important role in identifying and building relationships with influential individuals and groups responsible for shaping market perceptions in the industry or product category in which the organization operates. PR activities attempt to:
Create and maintain a positive image
Target audiences of positive images associated with products, services, brands, and organizations.
Maintain good relationships with influencers (people with strong influence on target audience).
By increasing the name recognition of the organization, it foster favors between consumers, media, and other target audiences.
Reveal demand for products, services, ideas, and organizations.

Break away from critical or unfavorable media reports

PR provides an excellent tool to attract attention when marketing staff wants to share with customers, prospects, local communities, and other audiences. PR experts can maintain the relationship with journalists and writers who usually handle news about companies, product categories, and industry, and warn the media organization when the news occurs. Sometimes PR creates valuable activities, such as establishing a scholarship program and holding a science fair for local schools. Public Relations is involved in issuing general information on organizations, such as annual reports, newsletters, articles, white paper, which provides detailed information about the topics of interest, and press kits for the media. PR also identifies an influencer that helps a market for companies and its products, and also has a role in building a relationship with them. In the event that an organization faces some emergency or crisis, a spokeswoman has a variety of stakeholders so that the organization can handle the organization in an effective and appropriate way and minimize damage to social images. It plays an important role in strategically managing communication with.

Standard Public Relations Techniques

For example, PR techniques can help the marketers into the following types of events into the opportunity to attract the media's attention, build a community, and improve the public image of the organization:

Your organization develops better, innovative technologies and approaches that are different from others.	He was awarded the "Best In Class" award sponsored by industry groups.	Cooperate with other organizations to provide a wider and complete service for the target market.
Support a 10km race to support local philanthropy.	Merge with other companies. < SPAN> Target audience is a positive image associated with products, services, brands, and organizations.	Maintain good relationships with influencers (people with strong influence on target audience).
By increasing the name recognition of the organization, it foster favors between consumers, media, and other target audiences.	Reveal demand for products, services, ideas, and organizations.	Break away from critical or unfavorable media reports
PR provides an excellent tool to attract attention when marketing staff wants to share with customers, prospects, local communities, and other audiences. PR experts can maintain the relationship with journalists and writers who usually handle news about companies, product categories, and industry, and warn the media organization when the news occurs. Sometimes PR creates valuable activities, such as establishing a scholarship program and holding a science fair for local schools. Public Relations is involved in issuing general information on organizations, such as annual reports, newsletters, articles, white paper, which provides detailed information about the topics of interest, and press kits for the media. PR also identifies an influencer that helps a market for companies and its products, and also has a role in building a relationship with them. In the event that an organization faces some emergency or crisis, a spokeswoman has a variety of stakeholders so that the organization can handle the organization in an effective and appropriate way and minimize damage to social images. It plays an important role in strategically managing communication with.	For example, PR techniques can help the marketers into the following types of events into the opportunity to attract the media's attention, build a community, and improve the public image of the organization:	Your organization develops better, innovative technologies and approaches that are different from others.
He was awarded the "Best In Class" award sponsored by industry groups.	Cooperate with other organizations to provide a wider and complete service for the target market.	Support a 10km race to support local philanthropy.
Merge with other companies. Target audiences of positive images associated with products, services, brands, and organizations.	Maintain good relationships with influencers (people with strong influence on target audience).	By increasing the name recognition of the organization, it foster favors between consumers, media, and other target audiences.
Reveal demand for products, services, ideas, and organizations.	Break away from critical or unfavorable media reports	PR provides an excellent tool to attract attention when marketing staff wants to share with customers, prospects, local communities, and other audiences. PR experts can maintain the relationship with journalists and writers who usually handle news about companies, product categories, and industry, and warn the media organization when the news occurs. Sometimes PR creates valuable activities, such as establishing a scholarship program and holding a science fair for local schools. Public Relations is involved in issuing general information on organizations, such as annual reports, newsletters, articles, white paper, which provides detailed information about the topics of interest, and press kits for the media. PR also identifies an influencer that helps a market for companies and its products, and also has a role in building a relationship with them. In the event that an organization faces some emergency or crisis, a spokeswoman has a variety of stakeholders so that the organization can handle the organization in an effective and appropriate way and minimize damage to social images. It plays an important role in strategically managing communication with.
For example, PR techniques can help the marketers into the following types of events into the opportunity to attract the media's attention, build a community, and improve the public image of the organization:	Your organization develops better, innovative technologies and approaches that are different from others.	He was awarded the "Best In Class" award sponsored by industry groups.

Cooperate with other organizations to provide a wider and complete service for the target market.

Support a 10km race to support local philanthropy.

Merge with other companies.

Conduct a survey to better understand the attitude and behavior of the target segment, and get information that customers think is interesting and useful.

Share the impressive and sufficiently documented results for the cost reductions realized by the use of your products and services.

Your company will hire new CEOs and other important officers.

Due to quality assurance issues, your product recall has occurred.

Advantages and Disadvantages of Public Relations

For example, journalists, news organizations, industry groups, expert groups, bloggers, industry analysts, government regulators, customers, especially customer group leaders. It is also wise to maintain regular and regular communication with these groups and continue to provide information about organizations and their activities. This builds a foundation for familiarity and trust, establishes such a relationship, and is strong in the ups and downs of daily business.

Advantages of Public Relations [3]

The following videos on Tyson Foods's "Meals Zatt Matter" program show how a company built a concept that also served as public relations and corporate social responsibility (CSR). The video was shot on May 20, 2013, shortly after Moore, Oklahoma was attacked by a tornado, the Tyson disaster rescue team delivered food to residents. After the start of the program in 2012, the company received a favorable publicity (one of the articles can be read here): "Tisson Foods announced a mobile feeding unit for disaster relief").
PR has a variety of marketing tactics, but what is common is managing people's perceptions. The most common PR techniques are listed below and are described below.
Public relations technique
Roles and content

Disadvantages of Public Relations [4]

example
Media support
Creation of favorable news about organizations, products, services, human resources, and activities

Sales Promotions

Getting Action Now

Press release, press kit, to news articles on new products, news articles, press conference

Relations with influencers / analysts

Maintain a powerful and beneficial relationship with individuals, an opinion leader in market and segments.

Publishing product reviews by famous bloggers, introducing company analysts, recommendation by celebrities

Consumer Sales Promotion Techniques

Conducted a survey to understand the attitude and behavior of the target segment

Provide information about the organization and present its expertise and competitive advantage.

Video case study for successful white papels focusing on the annual report of the organizational newsletter

event

In cooperation with the community, we will introduce information about products, services, organizations, brands, and interactive "live" experiences.

User Conferenc e-Head Tone, Community Service Day Event

sponsor

By linking to specific businesses and activities, the name of the organization is enhanced.

Sponsor Charity Lace sponsor of sports team sponsorship to industry conference

Consignment program

Recognize that it is excellent between organizations and / or customers

He won the Product of the Year Award in the industry. Recommend customers to the Excellent Award

Which Sales Promotions Work Best, and When?

Crisis management

Managing awareness of emergency and contains concerns	Subscription of service or communicating with customers during product recal l-execute an action plan associated with environmental disasters
The media relation is the first thing that many people think of when thinking about PR. Publication about corporate news, dialogue with journalists, articles on new development of companies. However, the media Relations is one of the icebergs. Many industries and product categories have major bloggers and analysts that write about their products and industries. PR plays an important role in identifying such a person and building a relationship. By providing the latest latest information, company newsletter, and email update, you can continue to provide information about your organization to these people and make your existence top of mind. 。	Public relations officers are also involved in the creation and distribution of general information about the organization. Such information may take the annual report, the latest information, the latest information on the company, the company and customer, the company's identity, vision, and other publications. Publications called "Leadership Thout" confirm the expertise and status of the company as a leader in the field in the field. These publications must always be conscious of the same message as those used in other marketing activities, all of which are consistent and consistent.
Some people consider his method to be marketing, while others are classified into PR like this time. Events such as industry conferences and user group meetings provide opportunities to introduce company value proposals, products and services to current customers and prospects. Theme events such as community day and healthy lifestyle day increase awareness of the causes and problems of the organizations you want to connect to the hearts of employees, customers, and other stakeholders groups. In addition, the wel l-planned and produced events are also an opportunity for the organization to provide memorable exchanges and experiences with the subject. Executive leaders can give excitement about the company and its value (present or future) by giving visionary speeches. Events not only provide information to customers, but also to foster emotional connections and favors, which helps the brand's trust to solidify.	Sponsorship is closely related to the event, and as the organization connects with events and organizations, it will be jointly invested in what the community is available. Sponsorships, such as charity events, athletes, sports teams, stadiums, trade shows, conferences, competitions, scholarships, lectures, and concerts. Marketing personnel need to make sure that sponsorship is carefully selected, well managed, and is related to the public image that is strategically matched and that it is associated with the great sense.
IBM and the United Nations Development Plan have become a sponsor, and the innovation award given to the Kenya Information and Communication Technology Agency	The award program is also a general PR tool. Organizations can participate in established award programs operated by industry groups and media, and can create compensation programs for customer communities. Awards provide opportunities for employees and customers to be recognized by the public. It is also useful for companies to identify the excellent subjects of case studies and public relations announcements in order to attract their interests in their products and services. < SPAN> Some people consider his method to be marketing, while others are classified into PR like this time. Events such as industry conferences and user group meetings provide opportunities to introduce company value proposals, products and services to current customers and prospects. Theme events such as community day and healthy lifestyle day increase awareness of the causes and problems of the organizations you want to connect to the hearts of employees, customers, and other stakeholders groups. In addition, the wel l-planned and produced events are also an opportunity for the organization to provide memorable exchanges and experiences with the subject. Executive leaders can give excitement about the company and its value (present or future) by giving visionary speeches. Events not only provide information to customers, but also to foster emotional connections and favors, which helps the brand's trust to solidify.
Sponsorship is closely related to the event, and as the organization connects with events and organizations, it will be jointly invested in what the community is available. Sponsorships, such as charity events, athletes, sports teams, stadiums, trade shows, conferences, competitions, scholarships, lectures, and concerts. Marketing personnel need to make sure that sponsorship is carefully selected, well managed, and is related to the public image that is strategically matched and that it is associated with the great sense.	IBM and the United Nations Development Plan have become a sponsor, and the innovation award given to the Kenya Information and Communication Technology Agency
The award program is also a general PR tool. Organizations can participate in established award programs operated by industry groups and media, and can create compensation programs for customer communities. Awards provide opportunities for employees and customers to be recognized by the public. It is also useful for companies to identify the excellent subjects of case studies and public relations announcements in order to attract their interests in their products and services. Some people consider his method to be marketing, while others are classified into PR like this time. Events such as industry conferences and user group meetings provide opportunities to introduce company value proposals, products and services to current customers and prospects. Theme events such as community day and healthy lifestyle day increase awareness of the causes and problems of the organizations you want to connect to the hearts of employees, customers, and other stakeholders groups. In addition, the wel l-planned and produced events are also an opportunity for the organization to provide memorable exchanges and experiences with the subject. Executive leaders can give excitement about the company and its value (present or future) by giving visionary speeches. Events not only provide information to customers, but also to foster emotional connections and favors, which helps the brand's trust to solidify.	Sponsorship is closely related to the event, and as the organization connects with events and organizations, it will be jointly invested in what the community is available. Sponsorships, such as charity events, athletes, sports teams, stadiums, trade shows, conferences, competitions, scholarships, lectures, and concerts. Marketing staff must carefully select sponsorship, well managed and developed, and is associated with activities that are strategically matched with the public images they are trying to develop.
IBM and the United Nations Development Plan have become a sponsor, and the innovation award given to the Kenya Information and Communication Technology Agency	The award program is also a general PR tool. Organizations can participate in established award programs operated by industry groups and media, and can create compensation programs for customer communities. Awards provide opportunities for employees and customers to be recognized by the public. It is also useful for companies to identify the excellent subjects of case studies and public relations announcements in order to attract their interests in their products and services.
Crisis management is an important PR tool that should be prepared when it is necessary. If you have other options, few companies choose this as advertising method. However, if a crisis occurs inevitably, PR provides a structure and discipline for corporate leaders to survive the crisis through communication and actions that meet the needs of all stakeholders. Messaging, communication, listening, and relationship building is the most important issue. By effectively dealing with such a situation, the organization can recover from the crisis and become stronger and stronger than before. This is the power of the excellent PR.	PR activities tend to increase reliability and weight, rather than obtaining rewards. For example, when a news article advertises a company or its successful customer experience, people tend to see this kind of article less unbalanced than paid advertisements. The news article is from an objective journalist, and I feel that the story is worth conveying. On the other hand, a similar topic advertisement will be skeptical because it is a paid place from a biased source called advertising sponsor.

Advantages and Disadvantages of Sales Promotions [5]

An opportunity to strengthen important messages and milestones. If PR activities are linked to other marketing activities, the organization can use PR to strengthen what they are trying to convey through other channels. [...]

It is credible. Publicity is considered more objective, so people tend to consider publicity and be more reliable. On the other hand, paid advertisements are skeptical. Because companies can declare almost any product.

The pride of the employee. Being sponsored by charity activities and community events helps to increase employee morale and pride (both are boosted by relevant advertising). It is also an opportunity for teamwork and collaboration. Crisis management is an important PR tool to be prepared for when needed. If you have other options, few companies choose this as advertising method. However, if a crisis occurs inevitably, PR provides a structure and discipline for corporate leaders to survive the crisis through communication and actions that meet the needs of all stakeholders. Messaging, communication, listening, and relationship building is the most important issue. By effectively dealing with such a situation, the organization can recover from the crisis and become stronger and stronger than before. This is the power of the excellent PR.

PR activities tend to increase reliability and weight, rather than obtaining rewards. For example, when a news article advertises a company or its successful customer experience, people tend to see this kind of article less unbalanced than paid advertisements. The news article is from an objective journalist, and I feel that the story is worth conveying. On the other hand, a similar topic advertisement will be skeptical because it is a paid place from a biased source called advertising sponsor.

Personal Selling

Personal Selling: People Power

The pride of the employee. Being sponsored by charity activities and community events helps to increase employee morale and pride (both are boosted by relevant advertising). It is also an opportunity for teamwork and collaboration. Crisis management is an important PR tool that should be prepared when it is necessary. If you have other options, few companies choose this as advertising method. However, if a crisis occurs inevitably, PR provides a structure and discipline for corporate leaders to survive the crisis through communication and actions that meet the needs of all stakeholders. Messaging, communication, listening, and relationship building is the most important issue. By effectively dealing with such a situation, the organization can recover from the crisis and become stronger and stronger than before. This is the power of the excellent PR.

Common Personal Selling Techniques

It is credible. Publicity is considered more objective, so people tend to consider publicity and be more reliable. On the other hand, paid advertisements are skeptical. Because companies can declare almost any product.
The pride of the employee. Being sponsored by charity activities and community events helps to increase employee morale and pride (both are boosted by relevant advertising). It is also an opportunity for teamwork and collaboration.
Engage with people who visit your site. PR activities can create interesting content that can be displayed on your organization's website. Such information can be a way to attract site visitors and generate interest and traffic long after the PR event and the moment. Industry influencers can also visit the website to receive updates on product developments, development plans, staff news, etc.
Cost. PR can usually be arranged at a lower cost than advertising, but it is not "free". You may need to hire a PR firm to develop campaigns, write press releases, and speak to journalists. Even if you have the expertise in-house, creating promotional materials can distract employees from their core work and drain needed resources.
Lack of control. There is no guarantee that journalists and industry influencers will give your company or product a favorable review. You also have no control over the accuracy or completeness of the coverage. There is always a risk that reporters will get the facts wrong or leave out important details.
Being off the mark. For example, even if you photograph a worthwhile event and it is published in the local newspaper, your PR efforts may be off-target and may not reach the target audience or may not reach the right audience. If the reporter's article is too short or published in a section that no one will read, it is pointless. This is also a result of not having full control over the writer, content, and placement of PR.
Sales promotion is a marketing communication tool used to stimulate revenue in the short term or to provide incentives or special value to distributors, sales staff, and customers. Sales promotion activities include special promotions, displays, demonstrations, and other non-repetitive sales activities that are not part of the normal routine. As an additional incentive to purchase, these tools may target consumers, retailers, other distribution partners, or the manufacturer's sales force.
Companies communicate sales promotions using various forms of media, including print materials such as posters, coupons, direct mail, and billboards, radio and television advertising, and digital media such as text messages, emails, websites, and social media.
Companies make sales promotions in order to improve their products and services, to improve their product supply among distribution channels and partners, and to adjust sales, advertisements, and public relations. The successful sales promotion will be interested in products and services in the target segment, try to try, purchase, and make them faithful.

There are two types of sales promotions for consumers and the industry. Consumer sales promotion targets consumers and end users who buy products, and trade promotion focuses on organizational customers who can stimulate direct sales.

When to Use Personal Selling

Free sample of Starbucks "Mocha Tofy Latte"

Most consumers are familiar with general sales promotion methods, including samples, coupons, ove r-th e-counter displays, prizes, content, royalty programs, and discounts.

Do you like free samples? Most people are. A sample is a sales promotion that consumers try a small amount of sales products. Samples promote trials and enhance their product awareness. For example, there was a small amount of air conditioner with shampoo. Have you ever been to a store that offers free samples for various foods? The motivation to distribute a sample is to buy a product. Sampling is an expensive strategy, but is usually very effective for foods. People try products, and those who provide samples tell consumers about the product, and mentions the special prices and campaigns of the product.
Coupons are often combined with samples. Coupons can immediately lower the price of the product. The coupon will be refunded to the retailer later. Retail stores also have a fee for receiving coupons. When the economy gets worse, more consumers will collect coupons and find special discounts such as double coupons and BOGO (BUY-ONE-GET-ONE-FREE) coupons. Many consumers clip the coupon from the newspaper flyer on Sunday, but other consumers find products and shop coupons online. Stores can also provide coupons to customers with point cards. Companies make sales promotions in order to improve their products and services, to improve their product supply among distribution channels and partners, and to adjust sales, advertising, and public relations. It is. The successful sales promotion will be interested in products and services in the target segment, try to try, purchase, and make them faithful.
There are two types of sales promotions for consumers and the industry. Consumer sales promotion targets consumers and end users who buy products, and trade promotion focuses on organizational customers who can stimulate direct sales.
Free sample of Starbucks "Mocha Tofy Latte"

Most consumers are familiar with general sales promotion methods, including samples, coupons, ove r-th e-counter displays, prizes, content, royalty programs, and discounts.

Advantages and Disadvantages of Personal Selling

Do you like free samples? Most people are. A sample is a sales promotion that consumers try a small amount of sales products. Samples promote trials and enhance their product awareness. For example, there was a small amount of air conditioner with shampoo. Have you ever been to a store that offers free samples for various foods? The motivation to distribute a sample is to buy a product. Sampling is an expensive strategy, but is usually very effective for foods. People try products, and those who provide samples tell consumers about the product, and mentions the special prices and campaigns of the product.

Coupons are often combined with samples. Coupons can immediately lower the price of the product. The coupon will be refunded to the retailer later. Retail stores also have a fee for receiving coupons. When the economy gets worse, more consumers will collect coupons and find special discounts such as double coupons and BOGO (BUY-ONE-GET-ONE-FREE) coupons. Many consumers clip the coupon from the newspaper flyer on Sunday, but other consumers find products and shop coupons online. Stores can also provide coupons to customers with point cards. Companies make sales promotions in order to improve their products and services, to improve their product supply among distribution channels and partners, and to adjust sales, advertisements, and public relations. The successful sales promotion will be interested in products and services in the target segment, try to try, purchase, and make them faithful.

Free sample of Starbucks "Mocha Tofy Latte"

Most consumers are familiar with general sales promotion methods, including samples, coupons, ove r-th e-counter displays, prizes, content, royalty programs, and discounts.

Many mobile phones allow consumers to download coupons. Mobile marketing and the Internet have given consumers in international markets access to coupons and other offers. In India, the majority of coupons are digital, while in the United States, paper coupons still make up the largest share. More than 80% of disposable diapers are purchased with coupons. Imagine how easy and waste-free a digital coupon scanned from a mobile phone would be for both the organization and the consumer.

Point-of-sale displays encourage consumers to buy products immediately. Such displays draw attention to products by placing them in a special way or by labeling them. Coupon machines installed in stores are a type of POP. When consumers see a special display or can pick up a coupon immediately, manufacturers hope that the easy availability or discount will motivate them to buy, increasing overall sales in the process.

There are many types of sales promotions available on the Internet. Common consumer online sales promotions include incentives such as free products, bundles (buying multiple products together), special prices, free shipping, coupons, and sweepstakes. For example, many online shops, such as Bluefly and Zappos, offer free shipping and free returns to encourage consumers to shop online. Some companies have found that the response rate of online promotions is higher than that of traditional promotions.

Direct Marketing

Going Straight to the Customer

Another promotion that is very popular with consumers is the premium. A premium is a product or offer that consumers receive when they purchase another product. A premium can be offered for free or for a small shipping and handling fee if proof of purchase (sales receipt or part of the package) is provided. Remember when you saw a toy in the box and wanted your favorite cereal? A toy is an example of a premium. Some premiums are designed to motivate consumers to buy the product multiple times. What many people don't realize is that when they pay the shipping and handling fee, they may also be paying for the premium.

The Purpose and Uses of Direct Marketing

Contests and sweepstakes are also popular sales promotions with consumers. A contest is a game of skill offered by a company that gives consumers a chance to win a cash prize. For example, Cheerios' story contest invited people to submit their original children's story for a chance to win a cash prize and a chance to have their story published. A sweepstakes is a game in which people randomly enter for a chance to win money or a prize. Sweepstakes are often structured as a variation of a random drawing. Companies and organizations that run such activities hope that consumers will not only participate in the game, but also buy more products and ideally share information for future marketing purposes. As the video below shows, marketers are becoming increasingly sophisticated in their approach to this "gaming" aspect of sales promotions.

A copy of the video can be found here.

A loyalty program is a sales promotion strategy that is used to attract repeat customers. Loyalty programs include frequent flyer programs, hotel programs, and shopping cards for grocery stores, pharmacies, and restaurants. Points systems are sometimes used in conjunction with loyalty programs. Accumulating a lot of miles or points may offer special incentives, such as a free flight, a free hotel, or a free sandwich. Many loyalty programs, especially hotel and airline programs, have partners to give consumers more ways to earn and spend their miles or points.
Discounts are popular with consumers and with the manufacturers who offer them. To receive a rebate, you fill out a form, attach proof of purchase, and send it to the manufacturer, who will refund you a portion (or the entirety) of the product purchase price. The trick is to complete the form in a timely manner. Many consumers forget to do so, or take too long, and end up not getting their money back. This is also why rebates are popular with manufacturers. Discounts sound great to consumers, until the consumer forgets to send them in.
The table below summarizes the various types of consumer and business sales promotions. While the most effective sales promotions vary from organization to organization, discounts can be very beneficial for businesses. In a recession, consumers tend to use more coupons, but at the same time, they also buy more store brands. Coupons that can be used online or at the time of purchase are used more frequently by consumers. Trade shows can be very successful, but businesses that attend trade shows need to know the leads they generate.
Consumer Sales Promotions
B2B Sales Promotions
Coupons
Trade shows and conferences
Lotteries and competitions

Data: The Key to Effective Direct Marketing

Sales competitions

Insurance premiums

Direct Marketing in Action

Trade and advertising allowances

Discounts

Product demonstrations

Advantages and Disadvantages of Direct Marketing

Samples

Education

Loyalty programs

Digital Marketing: Web Sites

Inform, Entice, Engage

Free merchandise

What Makes Digital Marketing Tools Unique

Point of sale displays

Push money
In addition to their primary purpose of increasing sales in the short term, businesses can use consumer sales promotions to understand price sensitivity. Coupons and discounts provide useful information about how pricing affects consumer purchasing behavior. Sales promotions can also be a valuable (and sometimes sneaky) way to obtain contact information for current and future customers. Many of these promotions require consumers to provide their name and other information to participate. Electronically scanned coupons can be linked with other shopping data to provide information to organizations about purchasing habits. All of this information can be used for future marketing research, campaigns, and outreach.
Consumer promotions can generate loyalty and enthusiasm for a brand, product, or service. For example, frequent flyer programs motivate travelers to use their preferred airline even if the ticket price is a little higher. If sales are slowing, running promotions such as lotteries and contests can generate excitement and (re)interest in the airline's offers. Promotions are a good way to activate and inspire customer behavior.
Trading promotions promote the distributor to support the company's products and promote sales by providing financial incentives to channel distributors. In exchange for a product discount, providing incentives such as prime shelf space to retailers may be able to build and strengthen business relationships with major distributors and companies. Improving these relationships can lead to improvements in sales, purchasing other product lines, preferential treatment conditions, and other benefits.
Promotion of sales is also a doubl e-edged sword. If a company continues to distribute product samples and coupons, there is a risk of losing corporate brands. If you provide too many bonuses, customers may send a signal that they are not buying to p-notch items or limited items. Another risk of promotion that is too frequent is that wise customers refrain from purchasing the next promotion and fall in sales.

In many cases, companies rush to grow rapidly by launching sales promotion measures, but as a result, they cannot achieve sales targets or target customers. Even if shor t-term sales grow temporarily, it may be due to consumers who are sensitive to prices that require a good deal, rather than the lon g-term royal customer that companies want to grow. Sales offer needs to be careful, plan, and advertise. It also needs to be well consistent with a larger business strategy. If you neglect this, you may be able to pay a big price in terms of dollars, profitability, and reputation.

Web-Site Marketing

If companies become excessively dependent on increasing sales due to promotion, they may be trapped in shor t-term marketing thinking and forget to focus on lon g-term goals. Every time sales fall, and promoting again, the lon g-term brand value may be impaired. Trade Promotion also encourages the distributor to support and promote sales by providing financial incentives to channel distributors. In exchange for a product discount, providing incentives such as prime shelf space to retailers may be able to build and strengthen business relationships with major distributors and companies. Improving these relationships can lead to improvements in sales, purchasing other product lines, preferential treatment conditions, and other benefits.

Promotion of sales is also a doubl e-edged sword. If a company continues to distribute product samples and coupons, there is a risk of losing corporate brands. If you provide too many bonuses, customers may send a signal that they are not buying to p-notch items or limited items. Another risk of promotion that is too frequent is that wise customers refrain from purchasing the next promotion and fall in sales.

Web Sites As Marketing Tools

If companies become excessively dependent on increasing sales due to promotion, they may be trapped in shor t-term marketing thinking and forget to focus on lon g-term goals. Every time sales fall, and promoting again, the lon g-term brand value may be impaired. Trading promotions promote the distributor to support the company's products and promote sales by providing financial incentives to channel distributors. In exchange for a product discount, providing incentives such as prime shelf space to retailers may be able to build and strengthen business relationships with major distributors and companies. Improving these relationships can lead to improvements in sales, purchasing other product lines, preferential treatment conditions, and other benefits.

Promotion of sales is also a doubl e-edged sword. If a company continues to distribute product samples and coupons, there is a risk of losing corporate brands. If you provide too many bonuses, customers may send a signal that they are not buying to p-notch items or limited items. Another risk of promotion that is too frequent is that wise customers refrain from purchasing the next promotion and fall in sales.
In many cases, companies rush to grow rapidly by launching sales promotion measures, but as a result, they cannot achieve sales targets or target customers. Even if shor t-term sales grow temporarily, it may be due to consumers who are sensitive to prices that require a good deal, rather than the lon g-term royal customer that companies want to grow. Sales offer needs to be careful, plan, and advertise. It also needs to be well consistent with a larger business strategy. If you neglect this, you may be able to pay a big price in terms of dollars, profitability, and reputation.
If companies become excessively dependent on increasing sales due to promotion, they may be trapped in shor t-term marketing thinking and forget to focus on lon g-term goals. Every time sales fall, and promoting again, the lon g-term brand value may be impaired.
Personal sales use personal exchanges to sell products and services. This kind of communication is performed by sales representatives, and the sales representative builds a personal relationship between the buyer, the company, or corporate products and services. The sales representative not only informs potential customers about corporate products and services, but also reminds customers of their products, service contracts, prices, and deals, using persuasive power. In addition to strengthening relationships with customers, this kind of marketing communication tools are also a powerful source of feedback from customers. Later, I will explain in detail the cooperation between marketing and sales processes. This section focuses on personal sales as a potential tool in marketing mix.
Effective personal sales respond to buyers' needs and preferences without making the buyers feel pressure. Excellent sales staff will provide advice, information, and recommendations, and can help buyers save money and time in the process of making decisions. The seller should be honest with the buyers' questions and objections, and show that they are more interested in satisfying the buyer's needs rather than selling them. Always grasping these aspects in the personal sales process contributes to a strong trust between buyers and sellers. [6]
General personal sales tools and techniques include:
Sales presentation: fac e-t o-face or virtual presentation to notify prospects about products, services, or organizations
Conversation: Conversation: Dialogue to build relationships with prospective customers, aimed at influencing and selling
Influencer: Indicates how products and services will function, what benefits will be provided, and emphasizes how to solve the advantageous features and problems that customers encounter.
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Полые подаж: подаж, оые тдсовы потав, который оым цам н.
Розые подаж: подаца-кона в магаз, чобомом оат най, воду, поду сот е х потос м.

Подаж «от Дв к к дв»: пдлож товаров повара подаж уожде дож де Де кайон.

Advantages and Disadvantages of Web-Site Marketing

Consulting Bae Singing: In consultation with prospective customers, a sales representative (or consultant) learns about the problem that customers want to solve and propose a solution to a specific customer problem.

Reference Singing: Personal customers to purchase products and services to target customers using the positive experience of satisfied customers and their customers.

Search-Engine Optimization and Content Marketing

Personal Singing minimizes wasted effort, promotes sales, and strengthens wor d-o f-mouth marketing. Personal Singing can measure marketing ROI more than other tools, and gain insight into customer habits and reactions for specific marketing campaigns and products.

Not all products and services are suitable for private sales. This is because the income obtained from individual sales must be covered by the salary of the sales representative. Whether a company uses personal sales as part of a marketing mix depends on its business model. In many cases, companies use inte r-individual sales when products and services, such as complex software systems, business consulting services, houses, and cars, are highly technical, specialized, or expensive.

How SEO Works

In addition, there are conditions that are advantageous for personal sales: [7]

Product condition: Personal Singing is a product or service if the unit value of the product is high, at the stage of the introduction of the life cycle, if personal consideration is required to match the needs of consumers, and after the product or service is sold. It is relatively effective and economical when a demonstration is required.

How Content Marketing Works

Market status: Personal sales are effective when a small number of businesses and small / local markets are customers. It can also be used effectively when using indirect distribution routes sold to agencies and intermediaries.

Company status: Personal sales are most effective when companies are disadvantaged to use no n-human communication means or when they can not afford a larg e-scale and regular advertising campaign. 。

Consumer behavior: Personal sales are adopted when it is worth buying but is less frequent, or when competition is intense and consumer persuades and follo w-up. Consultive Singing: In consultation with prospective customers, a sales representative (or consultant) learns about the problem that customers want to solve and propose a solution to specific customers.

Reference Singing: Personal customers to purchase products and services to target customers using the positive experience of satisfied customers and their customers.

Advantages and Disadvantages of SEO and Content Marketing

Digital Marketing: Social Media

Social Media Marketing

In addition, there are conditions that are advantageous for personal sales: [7]

Market status: Personal sales are effective when a small number of businesses and small / local markets are customers. It can also be used effectively when using indirect distribution routes sold to agencies and intermediaries.
Company status: Personal sales are most effective when companies are disadvantaged to use no n-human communication means or when they can not afford a larg e-scale and regular advertising campaign. 。
Consumer behavior: Personal sales are adopted when it is worth buying but is less frequent, or when competition is intense and consumer persuades and follo w-up. Consulting Bae Singing: In consultation with prospective customers, a sales representative (or consultant) learns about the problem that customers want to solve and propose a solution to a specific customer problem.

How Social Media Marketing Works

Reference Singing: Personal customers to purchase products and services to target customers using the positive experience of satisfied customers and their customers.

Personal Singing minimizes wasted effort, promotes sales, and strengthens wor d-o f-mouth marketing. Personal Singing can measure marketing ROI more than other tools, and gain insight into customer habits and reactions for specific marketing campaigns and products.
Not all products and services are suitable for private sales. This is because the income obtained from individual sales must be covered by the salary of the sales representative. Whether a company uses personal sales as part of a marketing mix depends on its business model. In many cases, companies use inte r-individual sales when products and services, such as complex software systems, business consulting services, houses, and cars, are highly technical, specialized, or expensive.
In addition, there are conditions that are advantageous for personal sales: [7]

Market status: Personal sales are effective when a small number of businesses and small / local markets are customers. It can also be used effectively when using indirect distribution routes sold to agencies and intermediaries.
Company status: Personal sales are most effective when companies are disadvantaged to use no n-human communication means or when they can not afford a larg e-scale and regular advertising campaign. 。
Consumer behavior: Personal sales are adopted when it is worth buying but is less frequent, or when competition is intense and consumer persuades and follo w-up.
It is important to keep in mind that personal sales are most effective in the case where companies have established an effective sales unit management system and organized a sales unit with appropriate plans, scale and system. 。 It is clear that the hiring, selection, training, supervision, and evaluation of sales units also play an important role in the effectiveness of this marketing and communication method. [8]
The most important strength of personal sales is its flexibility. Sales representatives can adjust the presentation according to the needs, motives, and actions of individual customers. Sales representatives can immediately adjust the customer reaction to the sales approach and promptly adjust the message to encourage better understanding.

Common Social Media Marketing Tools

Personal sales also minimize unnecessary effort. Advertisers spend a lot of time and money on a large number of marketing messages, but their messages reach many people other than the target market (but they do not lead to additional sales). In personal Singing, sales troops focus on efforts that are likely to accurately identify, contact, and lead to sales.

As mentioned above, another advantage of personal sing is measuring the effects of marketing and determining ROI, which is the only result that is the only measurable result (recalling and attitude transformation is often the only measurement result. It is much easier than).	Another advantage of personal sales is that it is the perfect position for sales representatives to promote customer behavior. On e-o n-one dialogue of personal sales means that sales representatives can effectively respond and overcome the opposition (for example, concerns about products and reservations). Also, because advertisements only provide reasons for limited, you may not be able to convince all target customers, but sales representatives encourage customers to purchase, which suits their customers. Many can be provided.
The last advantage of personal sales is that the sales department can do multiple jobs. For example, salespeople can not only sell, but also collect money, repair products, return goods, and collect products and marketing information. In fact, salespeople are often the best resources to spread favorable wor d-o f-mouth information about products. Keep in mind that < SPAN> Personal Sales is the most effective when companies have established an effective sales unit management system and organized a sales unit with appropriate planning, scale, and system. You need it. It is clear that the hiring, selection, training, supervision, and evaluation of sales units also play an important role in the effectiveness of this marketing and communication method. [8]	The most important strength of personal sales is its flexibility. Sales representatives can adjust the presentation according to the needs, motives, and actions of individual customers. Sales representatives can immediately adjust the customer reaction to the sales approach and promptly adjust the message to encourage better understanding.
Personal sales also minimize unnecessary effort. Advertisers spend a lot of time and money on a large number of marketing messages, but their messages reach many people other than the target market (but they do not lead to additional sales). In personal Singing, sales troops focus on efforts that are likely to accurately identify, contact, and lead to sales.	As mentioned above, another advantage of personal sing is measuring the effects of marketing and determining ROI, which is the only result that is the only measurable result (recalling and attitude transformation is often the only measurement result. It is much easier than).
Another advantage of personal sales is that it is the perfect position for sales representatives to promote customer behavior. On e-o n-one dialogue of personal sales means that sales representatives can effectively respond and overcome the opposition (for example, concerns about products and reservations). Also, because advertisements only provide reasons for limited, you may not be able to convince all target customers, but sales representatives encourage customers to purchase, which suits their customers. Many can be provided.	The last advantage of personal sales is that the sales department can do multiple jobs. For example, salespeople can not only sell, but also collect money, repair products, return goods, and collect products and marketing information. In fact, salespeople are often the best resources to spread favorable wor d-o f-mouth information about products. It is important to keep in mind that personal sales are most effective in the case where companies have established an effective sales unit management system and organized a sales unit with appropriate plans, scale and system. 。 It is clear that the hiring, selection, training, supervision, and evaluation of sales units also play an important role in the effectiveness of this marketing and communication method. [8]
The most important strength of personal sales is its flexibility. Sales representatives can adjust the presentation according to the needs, motives, and actions of individual customers. Sales representatives can immediately adjust the customer reaction to the sales approach and promptly adjust the message to encourage better understanding.	Personal sales also minimize unnecessary effort. Advertisers spend a lot of time and money on a large number of marketing messages, but their messages reach many people other than the target market (but they do not lead to additional sales). In personal Singing, sales troops focus on efforts that are likely to accurately identify, contact, and lead to sales.
As mentioned above, another advantage of personal sing is measuring the effects of marketing and determining ROI, which is the only result that is the only measurable result (recalling and attitude transformation is often the only measurement result. It is much easier than).	Another advantage of personal sales is that it is the perfect position for sales representatives to promote customer behavior. On e-o n-one dialogue of personal sales means that sales representatives can effectively respond and overcome the opposition (for example, concerns about products and reservations). Also, because advertisements only provide reasons for limited, you may not be able to convince all target customers, but sales representatives encourage customers to purchase, which suits their customers. Many can be provided.
The last advantage of personal sales is that the sales department can do multiple jobs. For example, salespeople can not only sell, but also collect money, repair products, return goods, and collect products and marketing information. In fact, salespeople are often the best resources to spread favorable wor d-o f-mouth information about products.	High costs are the main drawback of personal sales. In conditions of growing competition, increasing the cost of travel and accommodation and increasing wages, the cost of one contract for sale continues to grow. Many companies are trying to control sales expenses, paying only commission to trade representatives, guaranteeing that they receive salaries only if they generate sales. However, trading representatives working only on commission can become no n-circuit and call only those customers who have the greatest potential profit. In this case, such sellers can miss the possibilities for the development of a wide base of potential customers who, in the long run, can bring more sales income.
Companies can also reduce sales costs using additional methods such as teleportation, direct mailing, free numbers for potential customers and electronic communication with qualified potential customers. Telemarketing and electronic communication can further reduce expenses, acting as a real means of sales. Both technologies allow you to transfer messages about sales, answer questions, receive payment and carry out subsequent actions.	個人営業の第 2 の欠点は、優秀な人材の確保と定着の問題である。経験豊富な営業マンは、生活費の上昇に見合う収入を得るには転職するしかないと悟ることがある。また、企業は収益性を追求するため経験豊富な営業マンを競合他社から引き抜ことするが、大卒営業マンはは豊富なマン生産性レベルに " 人材問題が、多くの部隊に高い離職率をもたらして。。
パーソナル・セールスのもう一つのは、メッセージの一貫性のなさである。の営業担当者は、自身を組織から独立ただと考えてためため独自の " のメッセージ戦略を用い、売上を上げるに疑わしいパフォーマンスを行っている。。。。。。営業担当者が直面ユニークな課題については、のでの議論を思い出してたいたいたい)。ため、営業部隊部隊部隊部隊部隊部隊部隊部隊部隊部隊部隊部隊部隊部隊部隊 HIP で、あるいは営業部隊と他のマーケティング・ミックスの間で、統一されたや製品のメッセージを見つけること難しい場合。あるある。あるあるある HI	パーソナル・セールスの最後の欠点、営業メンバーのモチベーションのレベルが異なることである営業担当は、毎日希望する数営業営業をかけるに差がある。あるいは、利用なテクノロジーテクノロジーテクノロジーテクノロジーテクノロジーテクノロジーテクノロジーテクノロジー HI をフルに活用することできない。

Advantages and Disadvantages of Social Media Marketing

Direct marketing activities are directly communicated with consumers without intermediary. Direc t-mail is personalized by individual consumers based on what companies know about the needs, interests, behaviors, and preferences of their consumers. Traditional direct marketing activities include mail, catalog, and telemarketing. Thousands of credit card companies, banks, and charitable organizations, which are full of mailbox every year, are the results of Direct Marketing. Telemarketing is to contact prospects over the phone and collect proposals and information. Today, Direct Marketing is almost overlapped with digital marketing, and marketing staff rely on consumers and rely on e-mails to interact, and recently mobile communication.

The purpose of direct marketing is to approach each consumer directly, use information about consumers, and provide products, services, and offers that are most suitable for consumers and their needs. Direct marketing can be designed to support all stages of the AIDA model, from the construction of cognition to the creation of interests, desires and actions. Direct marketing, especially e-mails, plays an important role in pos t-purchase interaction. E-mail is generally used for confirmation of order, sending receipts and warranty cards, recruitment of feedback by questionnaire, requesting recommendation to social media, and proposals for new offers.

Direct marketing is the most suitable marketing communication method for the following:

Expert Insight on Using Social Media: JetBlue

The main distribution route of a company is to sell products and services directly to customers.

Guerrilla Marketing

Thinking Outside the Box

The main distribution route of the company is mail and other delivery services sent directly to customers.

Companies depend on sales promotion and discounts, and it is important to spread these offers to consumers.

Classic Guerrilla: Nike Livestrong at the Tour de France

Advertising requires a larg e-scale marketing to effectively express value proposals because advertising cannot fully convey the benefits of its own products and services.

Telltale Signs of Guerrilla Marketing

Marketing communication with more targets is needed because general ads cannot reach the target audience. For example, use a direct mail to approach the wealthy people according to the postal code.

If you sell expensive products and need more information and interaction for sales
Companies know the potential customers' universe and access contact information and other data on those customers.
It is useful for companies to maintain, r e-order, and r e-purchase, and to maintain "permitted" marketing exchange with known customers.
The effectiveness of direct marketing activity is whether marketing staff can use the database to acquire target customer information and use that information to provide more and more personalized offer and information to consumers. It is on. The database grasps the personal residence, regions, spouses, and credit history. When people move or do large shopping in cars and homes, these details are part of the criterion for which marketers are determined to be appropriate for their products and services. In the electronic media, the flow of consumer information opens the door. The marketing database records that consumers opened emails and clicked links. The marketing database records which links, what links, and what they visited when consumers open email and click the link. In addition, since these databases also collect credit card information, marketing staff can link their purchasing history and shopping patterns to customize communication and offer.
Mobile marketing adds a new dimension of personalization to direct communication to consumers. As a result, marketing staff can incorporate information that is sensitive to location information and even more specialized in marketing communication and offer. Thanks to your convenient smartphone, if the marketing person knows that you are playing a video game in a shopping mall, you can send offers and messages on time, location, activity.
How does this actually work? If you've paid off your car loan, you may have noticed that in the fifth year, a large number of offer mails will arrive from the car dealer. They know from your credit history that you have almost finished your car and have a car for several years. Based on the areas where you live and voters registration information, the election season may be targeted to participate in political votes by phone, and candidates and political parties may have "robot calls".

When you move to a digital world, every time you share an email address with an organization, the address becomes part of the database used for future marketing. Most organizations that participate in e-mail marketing provide options to op t-out when you become a customer, but companies are part of your established customer relationship through email and text. It's easy to justify and keep in touch with you. As you continue to get involved with the company, your actions and other information you share are some of the database records used to rank you and provide an offer that you are interested in. Will be.

Similarly, marketing staff uses SMS (text) for marketing purposes, and direct marketing activities are performed on mobile apps, games, and websites. All of these tools have obtained consumer information using a mobile environment with abundant data, changing them to productive marketing opportunities. The QR code is also one of the direct mobile marketing tools for consumers, and it can lead to a website where consumers can scan images on mobile phones. 。

When to Use Guerrilla Marketing

Such dat a-led direct marketing may seem a little eerie or even evil if the marketing person is not sensitive to the use of consumer data. However, direct marketing also provides great value to consumers by matching shopping experiences with consumer needs and interests. If you are about to give birth (and if you are known to others), wouldn't it be better to send special baby items than men's shoes or home improvement stores? When you move to the

Direct marketing can be a powerful tool for predicting and predicting customer needs and behaviors. As companies utilize consumer data to understand targets and market dynamics, they will be able to develop more effective campaigns and promotions. Companies can create personalized offers based on consumer needs and preferences, and can approach consumers more effectively through direct contact. Direct marketing is very powerful, so it is relatively easy to measure the effect by linking direct marketing to the results. Did the customer open an email including a discount offer? When and how many products were purchased? And so on. The cost of databases and information infrastructure is not trivial, but mobile and e-mail marketing tend to be able to produce cheaply if the infrastructure that is the foundation is prepared. As a general rule, direct marketing tactics can be designed to fit within the marketing budget.

Surprisingly, concerns about privacy and information security are listed at the top of the disadvantages of direct marketing. The large outflow of the target of the target in 2013 gave a major blow to the trust of customers, corporate profits, and profit margins at the time. Direct marketing is also held in a crowded saturated market that people are willing to throw in the trash without glance at spam or spam. Online spam filters may not see emails from many organizations that sent emails to select many emails. In addition, due to high dependence on data, there are also issues to keep databases and contact information up to the latest and complete state, which has been a lon g-standing problem for many organizations. Finally, Direct Marketing is a business model that trades directly with customers, so in order to acquire new customers and maintain business, it is necessary to provide acceptable levels of customer service and interaction. Direct Marketing can be a powerful tool for predicting and predicting customer needs and behaviors. As companies utilize consumer data to understand targets and market dynamics, they will be able to develop more effective campaigns and promotions. Companies can create personalized offers based on consumer needs and preferences, and can approach consumers more effectively through direct contact. Direct marketing is very powerful, so it is relatively easy to measure the effect by linking direct marketing to the results. Did the customer open an email including a discount offer? When and how many products were purchased? And so on. The cost of databases and information infrastructure is not trivial, but mobile and e-mail marketing tend to be able to produce cheaply if the infrastructure that is the foundation is prepared. As a general rule, direct marketing tactics can be designed to fit within the marketing budget.

Surprisingly, concerns about privacy and information security are listed at the top of the disadvantages of direct marketing. The large outflow of the target of the target in 2013 gave a major blow to the trust of customers, corporate profits, and profit margins at the time. Direct marketing is also held in a crowded saturated market that people are willing to throw in the trash without glance at spam or spam. Online spam filters may not see emails from many organizations that sent emails to select many emails. In addition, due to high dependence on data, there are also issues to keep databases and contact information up to the latest and complete state, which has been a lon g-standing problem for many organizations. Finally, Direct Marketing is a business model that trades directly with customers, so in order to acquire new customers and maintain business, it is necessary to provide acceptable levels of customer service and interaction. Direct marketing can be a powerful tool for predicting and predicting customer needs and behaviors. As companies utilize consumer data to understand targets and market dynamics, they will be able to develop more effective campaigns and promotions. Companies can create personalized offers based on consumer needs and preferences, and can approach consumers more effectively through direct contact. Direct marketing is very powerful, so it is relatively easy to measure the effect by linking direct marketing to the results. Did the customer open an email including a discount offer? When and how many products were purchased? And so on. The cost of databases and information infrastructure is not trivial, but mobile and e-mail marketing tend to be able to produce cheaply if the infrastructure that is the foundation is prepared. As a general rule, direct marketing tactics can be designed to fit within the marketing budget.

Guerrilla Marketing Tactics: The Usual Suspects

Digital marketing is a general term for the use of digital tools to promote and sell products, services, organizations, and brands. As consumers and businesses become more dependent on digital communication, the power and importance of digital marketing is growing. In the direct marketing section of this chapter, we have already discussed two digital tools, namely email and mobile marketing, which fit into both categories. In this chapter, we will discuss the other major tools in the digital marketing toolkit: websites, content marketing and search engine optimization (SEO), and social media marketing.

Digital marketing is so important because people use digital technology so often that marketing needs to be done where people are. However, digital marketing tools have unique features that make them different from traditional (pre-digital) marketing communication tools. These features allow them to be uniquely tailored to your marketing goals. Digital marketing tools are	Another advantage of personal sales is that it is the perfect position for sales representatives to promote customer behavior. On e-o n-one dialogue of personal sales means that sales representatives can effectively respond and overcome the opposition (for example, concerns about products and reservations). Also, because advertisements only provide reasons for limited, you may not be able to convince all target customers, but sales representatives encourage customers to purchase, which suits their customers. Many can be provided.
Mobile and portable: Today’s digital technology is more mobile and portable than ever before. This means that digital marketing tools are also mobile and portable. Consumers can access digital marketing tools and reach them virtually anytime and anywhere through their digital devices. Digital marketing can reach people in places and ways that were not possible in the past. A tired mother stuck in traffic can encourage her child to play a game on her smartphone, bombarding both child and mother with marketing messages in the process. A text message sent to a remote location can prompt the adventurer to renew a subscription or confirm an order. In the digital world, many physical constraints are disappearing.	Highly measured and dat a-led type. Digital technology creates the data of who, when, how, and who is doing it. Similarly, with digital marketing tools, marketing representatives accurately determine who they want to reach, how to reach, and what will happen when they start the process of becoming a customer. can. By tracking and analyzing this data, the marketing representative determines which channel is the most productive to attract people on the site, and which type of interaction is the most effective to turn them into customers. I can do it.
Easy to share: Digital marketing tools are digital, so they can be easily shared or at all costly. People share many marketing items, from obvious to secrets, such as videos, games, websites, articles, images, and brands. In fact, the degree of shared is an important indicator to see how successful it is as a marketing means. Sharing was always a major way to spread ideas. Digital marketing tools are currently promoting extremely quick, efficient and global sharing.	Synerlic effect with other marketing activities: Digital marketing tools provide quick, easy and inexpensive methods for reusing marketing messages and content from other marketing communication methods. Digital marketing tools use other media to strengthen and reinforce consumers targeted. For example, uploading a TV ad to YouTube, posting it on Facebook, tweeting on Twitter, embeds it on a website page, share a personal sales person with a sales person in charge of the sales representative. You can create digital marketing content that can be done.
As an example of the surprising power of the shared digital marketing media, this video is the most viral in 2015 when the following Android videos are embedded in this course (share education will benefit!). It is one of the videos, played 22. 494. 575 times:	The website is an al l-i n-one store, a screen counter, and a megaphone for organizations to communicate in the digital world. For digital and actual stores, websites are the main channels of communication with existing customers, prospective customers, and other audiences. An excellent website indicates that the organization is real, reliable, and legitimate.
Capital one website	Currently, various web design services are provided, so you can create basic websites relatively easy and cheaply. Once you create a site, it will be expensive and use r-friendly tools make maintenance quite easy and cheap. Sophisticated websites, on the other hand, are very expensive to build and maintain, and it takes time and cost to post fresh and attractive content. However, the organization can adjust the range, scale, and resources required for the website according to the business goals and the value required of the website.
The website is very flexible and can create the kind of functions and performance necessary for the organization to do an effective business. There are the following for general marketing purposes and website functions:	Providing general information about organizations, such as value proposals, products, services, contact information, etc.
Express the brand of the organization through design, look and feel, personality, and voice.	Demonstrate products, services, and expertise in customer experience, features, benefits, value to provide, etc.
Prove the value provided by companies using case studies, product reviews, customer voices, ROI data, etc.	Information collection of websites to create potential customers and use them for continuous sales and marketing activities
Community and forum for target audiences to share information and ask questions and answers	Posts people and tools that have added valu e-added content and tools for information provision and entertainment are attracted to the site and return to the site.

Through online news rooms and corporate blogs, we communicate corporate news, views, culture, development, vision, etc.

How NOT to Guerrilla Market

Shopping: Provides tools for customers to investigate, search and select products and services in digital environments.

A recommendation that introduces information, products, services, and companies that meet customer interests and needs.
Functions that sell and trade online
Receive feedback from customers about organizations, products, services, content, and site experience itself. Currently, various web design services are provided, so you can create basic websites relatively easily and cheaply. Once you create a site, it will be expensive and use r-friendly tools make maintenance quite easy and cheap. Sophisticated websites, on the other hand, are very expensive to build and maintain, and it takes time and cost to post fresh and attractive content. However, the organization can adjust the range, scale, and resources required for the website according to the business goals and the value required of the website.

Advantages and Disadvantages of Guerrilla Marketing

The website is very flexible and can create the kind of functions and performance necessary for the organization to do an effective business. There are the following for general marketing purposes and website functions:

Providing general information about organizations, such as value proposals, products, services, contact information, etc.

Express the brand of the organization through design, look and feel, personality, and voice.

Demonstrate products, services, and expertise in customer experience, features, benefits, value to provide, etc.

Check Your Understanding

Prove the value provided by companies using case studies, product reviews, customer voices, ROI data, etc.

Information collection of websites to create potential customers and use them for continuous sales and marketing activities

Community and forum for target audiences to share information and ask questions and answers
Posts people and tools that have added valu e-added content and tools for information provision and entertainment are attracted to the site and return to the site.
Through online news rooms and corporate blogs, we communicate corporate news, views, culture, development, vision, etc.
Through online news rooms and corporate blogs, we communicate corporate news, views, culture, development, vision, etc.
Through online news rooms and corporate blogs, we communicate corporate news, views, culture, development, vision, etc.
Functions that sell and trade online
Receive feedback from customers about organizations, products, services, content, and site experience itself. Currently, various web design services are provided, so you can create basic websites relatively easy and cheaply. Once you create a site, it will be expensive and use r-friendly tools make maintenance quite easy and cheap. Sophisticated websites, on the other hand, are very expensive to build and maintain, and it takes time and cost to post fresh and attractive content. However, the organization can adjust the range, scale, and resources required for the website according to the business goals and the value required of the website.
Receive feedback from customers about organizations, products, services, content, and site experience itself. Currently, various web design services are provided, so you can create basic websites relatively easy and cheaply. Once you create a site, it will be expensive and use r-friendly tools make maintenance quite easy and cheap. Sophisticated websites, on the other hand, are very expensive to build and maintain, and it takes time and cost to post fresh and attractive content. However, the organization can adjust the range, scale, and resources required for the website according to the business goals and the value required of the website.
Providing general information about organizations, such as value proposals, products, services, contact information, etc.
Express the brand of the organization through design, look and feel, personality, and voice.
Providing general information about organizations, such as value proposals, products, services, contact information, etc.

Prove the value provided by companies using case studies, product reviews, customer voices, ROI data, etc. Information collection of websites to create potential customers and use them for continuous sales and marketing activities

Community and forum for target audiences to share information and ask questions and answers
Posts people and tools that have added valu e-added content and tools for information provision and entertainment are attracted to the site and return to the site.
Through online news rooms and corporate blogs, we communicate corporate news, views, culture, development, vision, etc.
Shopping: Provides tools for customers to investigate, search and select products and services in digital environments.
A recommendation that introduces information, products, services, and companies that meet customer interests and needs.
Functions that sell and trade online
Receive feedback from customers about organizations, products, services, content, and site experience itself.
Before embarking on the construction of the website, marketing managers should meet with other company leaders to lay out a shared vision of what the website should accomplish and the business functions it should provide. For example, if there are no plans to sell online, there is no need to create a "shopping" function or e-commerce mechanism. If active interaction with an active customer community is a key business objective, this function should be built into strategy and planning decisions from the beginning. The website strategy must be effective in achieving the organization's goals, which include informing, engaging, entertaining, exploring, and assisting.
Websites have so many benefits that there are few excuses for a company not to have one. Effective website marketing tells the world who the organization is, what value it provides, and how it does business. Websites can also be engines for generating customer data and new business leads. Online shops are often dramatically cheaper than physical stores, and with access to the Internet, they can serve customers almost anywhere in the world. Websites are very flexible and easy to change. At a relatively low cost, organizations can test new strategies, content, and tactics to see what works and where changes can produce results.
At the same time, websites come with costs and risks. Creating and maintaining a website requires some investment of time and money. For many organizations, especially small organizations without a dedicated web team, keeping website content fresh and up-to-date is an ongoing challenge. Organizations should make smart and well-researched decisions about information infrastructure and website hosting to ensure that their sites continue to function with good performance and up-time. Companies that capture and manage customer data through their websites need to be mindful of information security to prevent hackers from stealing sensitive customer data. Some corporate websites suffer from other types of information security challenges, such as online vandalism, shrink-wrap (offensive or provocative online posts), and denial-of-service attacks by hackers.
Search engine optimization (SEO) is the process of utilizing Internet search engines such as Google, Bing, and Yahoo to gain attention, recognition, and traffic from people who use these tools to perform searches. SEO works in conjunction with content marketing. Content marketing is a strategic approach to developing and distributing valuable content targeted to a defined audience's interests with the goal of increasing sales and other beneficial customer actions. In other words, content marketers create valuable content on the Internet that appeals to their target audience. Then, organizations use SEO tactics to draw attention to that content, generating new traffic and potential sales customers.
Combining SEO and content marketing can increase awareness of the value a company offers and brand recognition. Content marketing helps organizations become known as experts and leaders among their competitors. Using these marketing communication tools together, organizations can gain attention and stay in the minds of people looking for the type of product or service they offer.
The basic premise of search engine optimization is this: People search on the Internet. The search keywords they use display a specified set of results. As a marketer, you want your results to be at the top when someone searches for the type of thing your organization offers. By identifying the search keywords people use when looking for products or services like yours and applying SEO and content marketing strategies, you can boost your search rankings. People who are looking for what you offer are more likely to be qualified prospects, so it may be worth paying to get their attention.
SEO is not a one-off task, as the supply of content on any topic on the Internet is constantly expanding, and search engine companies regularly adjust their search algorithms to provide more useful results. SEO is an ongoing process that companies need to incorporate into their overall approach to digital marketing.
A word often said by digital marketing staff is that the content is the king. Good content attracts people's eyes, and bad content does not attract people. Content marketing is based on the premise that marketing staff can use web content as strategic assets to attract target audience and promote traffic. As a marketing person, part of your job is issued a meaningful web content (articles, videos, electronic books, podcasts, images, infographics, case studies, calculators, etc.) To support. At that time, the optimal search keyword should be incorporated into the content so that it is easily displayed in the organic search results. In addition, your content is popular in the Internet user community in the search engine "robot" (or computer program), a search engine in charge of the website catalog, searching for a way to link this content from other websites. Yes, try to make you think it's highly evaluated. As your content is displayed in the search results, more people click your content and link from other sites on the Internet, so you will be ranked higher.
PDF that can be downloaded from Airbnb, highlight list of cities around the world.
Articles and hints on the Farmers Insurance website.
Blog post of Hipmunk website. Visually simple and beautiful graphics.
Internet search is a daily occurrence in modern society. It is an indispensable tool for customer decisions in the B2B and B2C market. Practice the basics of SEO helps the organization enters the search engine battle. If a marketing person skillfully performs SEO, you can easily monitor the results, check what is going well, and adjust the action policy to improve the results. If the organization produces hig h-quality content, it can obtain relatively inexpensive SEO results. In particular, the search engine itself has been rewarding "real", such as hig h-quality information and substantial content targeting specific audiences.
SEO and content marketing are powerful tools, but they are like puppies who always feed and take care of them. Both require regular monitoring, and you need to check if it is effective or refreshed. The Internet is a crowded competition, and organizations around the world compete over customer interest and royalties. Staying at the top of the Internet content and staying there requires patience and effort.
Social media marketing is to use web applications, networks, blogs, wikes, and other joint media to transmit brand messages, marketing, public relations, and create customers. Social media is distinguished by its network function. Through interconnected networks, people can interact with each other and interact. This "social" phenomenon is changing power dynamics in marketing. Social media allows individuals to directly, organic dialogue and activities without a corporate mediation. Companies can listen seriously, learn, and find ways to be involved (and do so).
Social media marketing focuses mainly for three purposes:
Creation of topic: Develop and publish messages (various formats such as text, videos, images, etc.) through contact between users.
Community enhancement: Create a method for fans to interact with common interest in brands, products and services.

Promotion of tw o-way communication: Online conversations are not controlled by the organization. Rather, social media promotes and encourages users to participate, comments, and dialogue.

Organizations have the opportunity to be involved in social media for marketing purposes in various ways.
Paid: Paid social media activities include social media advertisements (posted in various places), sponsorship posts, content, and returning ads targeting ads based on the past actions of consumers. This type of social media activity is ideal for sales, creating potential customers, participating in events, and integrating the IMC campaign.
Winner: Arund Social Media Activities includes news organizations, sort leaders, and other organizations that create content for organizations. It is particularly suitable for support for public relations activities.
Owners: Unique social media activities are performed through the social media account owned by the organization (Facebook page, Twitter handle, Instagram name, etc.). This activity is ideal for brand awareness, the creation of potential customers, and the target audience to attract customers. Social Media Marketing is the use of web applications, networks, blogs, wikes, and other joint media to transmit brand messages, marketing, public relations, and create customers. Social media is distinguished by its network function. Through interconnected networks, people can interact with each other and interact. This "social" phenomenon is changing power dynamics in marketing. Social media allows individuals to directly, organic dialogue and activities without a corporate mediation. Companies can listen seriously, learn, and find ways to be involved (and do so).
Social media marketing focuses mainly for three purposes:
Creation of topic: Develop and publish messages (various formats such as text, videos, images, etc.) through contact between users.
Community enhancement: Create a method for fans to interact with common interest in brands, products and services.
Promotion of tw o-way communication: Online conversations are not controlled by the organization. Rather, social media promotes and encourages users to participate, comments, and dialogue.
Organizations have the opportunity to be involved in social media for marketing purposes in various ways.
Paid: Paid social media activities include social media advertisements (posted in various places), sponsorship posts, content, and returning ads targeting ads based on the past actions of consumers. This type of social media activity is ideal for sales, creating potential customers, participating in events, and integrating the IMC campaign.
Community enhancement: Create a method for fans to interact with common interest in brands, products and services.
Owners: Unique social media activities are performed through the social media account owned by the organization (Facebook page, Twitter handle, Instagram name, etc.). This activity is ideal for brand awareness, the creation of potential customers, and the target audience to attract customers. Social media marketing is to use web applications, networks, blogs, wikes, and other joint media to transmit brand messages, marketing, public relations, and create customers. Social media is distinguished by its network function. Through interconnected networks, people can interact with each other and interact. This "social" phenomenon is changing power dynamics in marketing. Social media allows individuals to directly, organic dialogue and activities without a corporate mediation. Companies can listen seriously, learn, and find ways to be involved (and do so).
Social media marketing focuses mainly for three purposes:
Creation of topic: Develop and publish messages (various formats such as text, videos, images, etc.) through contact between users.
Community enhancement: Create a method for fans to interact with common interest in brands, products and services.
Promotion of tw o-way communication: Online conversations are not controlled by the organization. Rather, social media promotes and encourages users to participate, comments, and dialogue.
Community enhancement: Create a method for fans to interact with common interest in brands, products and services.
Paid: Paid social media activities include social media advertisements (posted in various places), sponsorship posts, content, and returning ads targeting ads based on the past actions of consumers. This type of social media activity is ideal for sales, creating potential customers, participating in events, and integrating the IMC campaign.
Winner: Arund Social Media Activities includes news organizations, sort leaders, and other organizations that create content for organizations. It is particularly suitable for support for public relations activities.
Owners: Unique social media activities are performed through the social media account owned by the organization (Facebook page, Twitter handle, Instagram name, etc.). This activity is ideal for brand awareness, the creation of potential customers, and the target audience to attract customers.

Effective use of social media and reaching the target audience requires more efforts than conventional marketing methods. The organization not only needs to create its own content and messages, but also needs to prepare for tw o-way communication for content created and shared on social media. In order to effectively reach the target audience using social media, the organization must do the following:

Create unique content frequently. Social media, unlike conventional methods, cannot rely on static content. In order to maintain the relevance of any social media platform, the organization must regularly post new unique content.
Ask a question. To promote engagement, the organization must seek feedback from users, customers and prospects. This is important for creating conversation, insights, and discussions on the Soulochal Media Platform.
Most social media platforms are created for short sentence media. Social media users hope that they can scan feeds. Large posts tend to deteriorate (even within the number of characters). The shorter the organization, the better.
Try various formats. Most social media platforms have options for users to add images and videos to text. Social media is becoming more and more visual media, and the best performance content usually contains images and videos. To get the maximum reach, convert posts into images and videos as much as possible.
Clear and direct action. Social media is the most effective in achieving marketing goals if a user has a clear action that users can do immediately from PCs and mobile devices. For example, 1) web traffic (click roux), 2) download content (white paper, article, etc.), 3) online purchase, 4) engagement (comments, likes, share, browsing, reading), etc.
What is attracting attention in social media is fluid, but the table below is a list and description of the main social media platforms.
tool
explanation

Blog

Media or short circuit that is ideal for communication with audience
YouTube

Elim Poon - Journalist, Creative Writer

Last modified: 27.08.2024

The IMC process generally begins with an integrated marketing communications plan that describes the different types of marketing, advertising, and sales tools. IMC coordinates all marketing communication tools to deliver consistent messaging to customers. It helps differentiate products, create awareness, and persuade. It involves coordinating the promotional mix elements to develop a controlled and integrated program of effective marketing communication. Definitions. 'IMC.

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