PP / Customer acquisition; digital branding
13 important questions on PP / Customer acquisition; digital branding
What are the 7 steps of a marketing communication plan
2. Determining communication objectives
3. Selecting contact moments and communication messages
4. Selecting the communication tools and channels
5. Executing the communication plan
6. Evaluating and revising
7. Planning and budgeting
Define the 1st step 'identifying target audiences'
Three ways for finding and approaching target markets
1. Target by data
2. Target by context
3. Target by choice
Define step 2 'determining communication objectives
Reach; reaching communication target group
Attention; drawing attention to brand or offer
Interest; giving attention to the communication expression, interest in the brand or offer
Activation; motivating to take the desired next step
Then two more additional steps;
1. Conversation; encourage the visitor to buy a product or display other behavior indicative of the desired end goal
2. Loyalty; regularly returning the buyer to the sales channel and encouraging 'word of mouth'
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What are long term objectives?
- Digital branding
What are marketing communication tools?
- Public relations and information
- Sponsorship
- Promotions
- Direct marketing and dialogue marketing
- Retail communications
- Direct sales
- Events
What channels are there, and what must you consider when selecting?
2. Crossmedia; use on- and offline to create a univocal perception of your brand across all channels
3. Storytelling; create a story line
4. Media convergence; uniting or merging of various media
What are different communication methods?
These methods aim to increase brand awareness and or encourage people to visit the company's own channels like the website, app , social media, physical store
- email marketing
- search engine marketing
- display advertising
- affiliate marketing
- link building
- content marketing
- social media marketing
- video, virals and games
Explain the Customer Based Brand Equity Model (CBBE)
- Brand relations
- Brand response
- Brand meaning
- Brand identity
In this model belong 6 forms of brand equity
Customers prefer a product or service form a brand that they know and appreciate
Reach the top step by step
How can mobile marketing be used?
- Direct sms
- Direct messaging
- Push messages
2. Mobile web
- Responsive design
- Adaptive design
3. Apps
- Web-app -
- Native app
- Hybride app
- Branded app
- Mobile advertising game
- Utility app
What are other ways to use mobile marketing
2. Q(uick)R(response)-codes
3. Augmented reality
4. Near field communication (NFC)
5. Beacons
What marketing methods strengthen the brand and the relationship?
2. Viral marketing, videos and games
3. Content marketing
What is the role of social media in digital branding?
Social media is powerful
- range
- converstations
- reputation
- influence
What can you use social media for digital branding purposes?
- Reputation management
- Service
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