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Video and online advertising can both be part of effective integrated marketing campaigns. Identify two or three specific changes and discuss them. Students should make clear the marketing relevance of the changes they have chosen. Many of them reflect the ability to access content at any time on any device—the mobile revolution. Others suggest the blurring of lines between traditional and new media; the decline of newspapers and the importance of newspaper websites, for example.
Social media has impact, not only for consumer communications, but for communications with brand marketers and the sharing of marketer-initiated content.
There are several stages that are part of the brand development process. Identify the stages and describe the nature and importance of each. Brand Awareness is essentially the ability to recognize unaided or to recall aided the brand. The knowledge might include knowing something about its features, or better, its benefits when used by the target customer. He has also noticed that a lot of people are playing it online, which is something he likes to do.
Students should recognize that a purchase is also a stage in a process; consumer use, experience and evaluation will follow. The post purchase steps are likely to have a large impact on future purchases, or lack thereof. He tries it out on the bus on the way home and finds it as good as he hoped it would be. The text discusses some of the best practices for making use of the power of marketing videos. Discuss three things that should be done in order to have the best chance of making a video that will have marketing impact.
The text lists the following as best practices: Set social goals, not financial ones. Videos are one part of a content marketing strategy and, as such, are impossible to link to specific financial goals like sales.
Have a marketing plan. Have a social media presence, which gives you channels to distribute your video content. Include sharing options in your video posts and marketing campaign activities like emails. Encourage commentary and respond as needed. Measure results. Look at video as a relationship building tool more than as a direct sales generation tool. Monitor what people say about the campaign in other channels Facebook, Twitter, trade industry publications, for example.
Have a formal debriefing at the end of the formal campaign to assess effectiveness and pinpoint things learned that will make future campaigns better. These best practices add up to having a strategy and a specific plan for each video or each video campaign.
Students may also discuss one or more of the four elements of video strategy—publish, optimize, promote and analyze—in this context. That conveys the same message; marketing videos are part of broader marketing activities and must be planned and managed in a goal-oriented manner.
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Internet Marketing Zahay
Roberts Zahay Internet Marketing 4th Edition