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Marketing Activation
Marketing activation is the execution of the marketing mix as part of the marketing process. The activation phase typically comes after the planning phase during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analytics. Depending on the business objective, two types of marketing activation can be used as part of a marketing strategy. * Brand activation, sometimes called brand engagement which focuses on building a longer term emotional connection between the brand and the customer. * Activation based on direct-response marketing will focus on generating immediate sales transactions. Planning the activation Before executing its marketing activities, a firm will benefit from identifying which customer groups to target. “By focusing on some fewer influencers only, activation can become more efficient and higher returns can be expected.” Customer data is a significant source of information for p ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Marketing Mix
The term "marketing mix" is a foundation model for businesses, historically centered around product, price, place, and promotion (also known as the "4 Ps"). The marketing mix has been defined as the "set of marketing tools that the firm uses to pursue its marketing objectives in the target market".Kotler, P., Marketing Management, (Millennium Edition), Custom Edition for University of Phoenix, Prentice Hall, 2001, p. 9. Marketing theory emerged in the early twenty-first century. The contemporary marketing mix which has become the dominant framework for marketing management decisions was first published in 1984. In services marketing, an extended marketing mix is used, typically comprising 7 Ps ( product, price, promotion, place, packaging, positioning and people), made up of the original 4 Ps extended by process, people and physical evidence. Occasionally service marketers will refer to 8 Ps (product, price, place, promotion, people, positioning, packaging, and performance), comp ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Purchase Funnel
The purchase funnel, or purchasing funnel, is a consumer-focused marketing model that illustrates the theoretical customer journey toward the purchase of a good or service. In 1898, E. St. Elmo Lewis developed a model that mapped a theoretical customer journey from the moment a brand or product attracted consumer attention to the point of action or purchase. St. Elmo Lewis' idea is often referred to as the AIDA-model, an acronym that stands for Awareness, Interest, Desire, and Action. This staged process is summarized below: * Awareness – When a prospective customer becomes aware that a seller offer a product, solution, or service that will meet their needs, they are in the awareness stage. This can happen through advertising, word of mouth, prospect research, or any of several other channels. After becoming aware, the prospect will begin to consider how they can find an appropriate solution to their problem. * Interest — When a prospect expresses interest in a service, they ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Public Relations
Public relations (PR) is the practice of managing and disseminating information from an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public in order to influence their perception. Public relations and publicity differ in that PR is controlled internally, whereas publicity is not controlled and contributed by external parties. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. The exposure mostly is media-based. This differentiates it from advertising as a form of marketing communications. Public relations aims to create or obtain coverage for clients for free, also known as earned media, rather than paying for marketing or advertising also known as paid media. But in the early 21st century, advertising is also a part of broader PR activities. An example of good public relations would be ge ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Customer Service
Customer service is the assistance and advice provided by a company to those people who buy or use its products or services. Each industry requires different levels of customer service, but in the end, the idea of a well-performed service is that of increasing revenues. The perception of success of the customer service interactions is dependent on employees "who can adjust themselves to the personality of the customer". Customer service is often practiced in a way that reflects the strategies and values of a firm. Good quality customer service is usually measured through customer retention. Customer service for some firms is part of the firm’s intangible assets and can differentiate it from others in the industry. One good customer service experience can change the entire perception a customer holds towards the organization. Customer service does not only focus on the external aspect of the organization, but also the internal relations that facilitate the business activity. For ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Communication
Communication (from la, communicare, meaning "to share" or "to be in relation with") is usually defined as the transmission of information. The term may also refer to the message communicated through such transmissions or the field of inquiry studying them. There are many disagreements about its precise definition. John Peters argues that the difficulty of defining communication emerges from the fact that communication is both a Universality (philosophy), universal phenomenon and a Communication studies, specific discipline of institutional academic study. One definitional strategy involves limiting what can be included in the category of communication (for example, requiring a "conscious intent" to persuade). By this logic, one possible definition of communication is the act of developing Semantics, meaning among Subject (philosophy), entities or Organization, groups through the use of sufficiently mutually understood signs, symbols, and Semiosis, semiotic conventions. An im ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Awareness
Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. Brand awareness is a key consideration in consumer behavior, advertising management, and brand management. The consumer's ability to recognize or recall a brand is central to purchasing decision-making. Purchasing cannot proceed unless a consumer is first aware of a product category and a brand within that category. Awareness does not necessarily mean that the consumer must be able to recall a specific brand name, but they must be able to recall enough distinguishing features for purchasing to proceed. Creating brand awareness is the main step in advertising a new product or bringing back the older brand in light. Brand awareness consists of two components: brand recall and brand recognition. Several studies have shown that these two components operate in fundamentall ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Sports Marketing
Sports marketing as a concept has established itself as a branch of marketing over the past few decades, however, a generally accepted definition does not exist. Academicians Kaser and Oelkers (2005, p. 9) define sports marketing as 'using sports to market products'. It is a specific application of marketing principles and processes to sport products and to the marketing of non- sports products through association with sport. Sports Marketing is a subdivision of marketing which focuses both on the promotion of sports events and teams as well as the promotion of other products and services through sporting events and sports teams focussed on customer-fans. It is a service in which the element promoted can be a physical product or a brand name. The goal is to provide the client with strategies to promote sports or to promote some other product, service, business or cause through sports. Sports marketing is also designed to meet the needs and wants of the consumers through exchang ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
YouTube
YouTube is a global online video platform, online video sharing and social media, social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by Google, and is the List of most visited websites, second most visited website, after Google Search. YouTube has more than 2.5 billion monthly users who collectively watch more than one billion hours of videos each day. , videos were being uploaded at a rate of more than 500 hours of content per minute. In October 2006, YouTube was bought by Google for $1.65 billion. Google's ownership of YouTube expanded the site's business model, expanding from generating revenue from advertisements alone, to offering paid content such as movies and exclusive content produced by YouTube. It also offers YouTube Premium, a paid subscription option for watching content without ads. YouTube also approved creators to participate in Google's Google AdSens ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Kogan Page
Kogan Page is an independent publishing company founded in 1967 and headquartered in London, with branches in New York and New Delhi. Kogan Page specialises in business books and digital content, with over 1,000 titles published in key subject areas. The company's Managing Director is Helen Kogan and the publishing house is home to a number of authors. In 2007, Kogan Page's founder, Philip Kogan, was recognised with an IPG Lifetime Achievement Award. Publishing areas and partners The company operates internationally and publishes in eight key areas: accounting, finance and banking; business and management; digital and technology; human resources, learning and development; marketing and communications; risk and compliance; skills, careers and employability; logistics, supply chains and operations. Kogan Page's publishing partners include the Chartered Institute of Personnel and Development, the Chartered Institute of Public Relations, the Institute of Practitioners in Advertis ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Marketing Plan
A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan so that goals may be achieved. While a marketing plan contains a list of actions, without a sound strategic foundation, it is of little use to a business. Summary A marketing plan is a comprehensive document or blueprint that outlines the advertising and marketing efforts for the coming year. It describes business activities involved in accomplishing specific marketing objectives within a set time frame. A marketing plan also includes a description of the current marketing position of a business, a discussion of the target market and a description of the marketing mix that a business will use to achieve their marketing goals. A marketing plan has a formal structure, but can be used as a formal or informal document which makes it very flexible. It contains some historical data, future predictions, and methods or strategies to achieve the marketing ob ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Shopper Marketing
'Shopper marketing' is "a discipline that focuses on the customer experience and the customer journey." It focuses on the consumer's path to purchasing a product, from first being aware of the product, to consideration and through to the purchase of it. It separates itself from retail marketing which focuses on engaging the customer in-store only. '''Shopper marketing is not limited to in-store marketing activities, a common and inaccurate assumption that impairs the spread of any industry definition. Shopper marketing is part of an overall integrated marketing approach that considers the needs and wants of a particular "shopper" in order to drive consumption. Shopper insight data collected by shopper marketers includes the consideration of their shopper needs, preferred retail environments and in-store activity. Unilever defines shopper insight as a "focus on the process that takes place between that first thought the consumer has about purchasing an item, all the way through t ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Data Driven Marketing
Data driven marketing is a process used by marketers to gain insights and identify trends about consumers and how they behave — what they buy, the effectiveness of ads, and how they browse. Modern solutions rely on big data strategies and collect information about consumer interactions and engagements to generate predictions about future behaviors. This kind of analysis involves understanding data already present, data that can be acquired, and how to organize, analyze, and apply that data to better marketing efforts. The intended goal is generally to enhance and personalize the customer experience. The market research allows for a comprehensive study of preferences. History of data driven marketing Some marketing decisions have always been made on the basis of data, defined in the general sense as information. Audience targeting and segmentation strategies provide many examples. Since 1950, the Nielsen ratings have provided information to media buyers about television prog ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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