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Satellite Marketing

Satellite Marketing

Autor:

Editorial:
Taylor and Francis (Reino Unido)

Año de edición:

ISBN:
978-1-4822-5614-7

Páginas:
248

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Descripción

Idioma inglés. Using Social Media to Create Engagement

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Satellite marketing uses multiple social media sites as a series of marketing sub-stations or "satellites." Each satellite is a stand-alone marketing effort, which means that if and when your prospects are engaged, they are being introduced to your brand, your product and services, and your community of users. Prospects presented with a call to action through satellite marketing are more likely to act because they are actively engaged with your message. Identifying opportunities for social media within integrated marketing communications, Satellite Marketing outlines a proven process to help you create an actionable strategic plan based on measurable goals. It provides business owners, CEOs, CMOs, and sales people with a comprehensive strategy for leveraging new media and integrating it with conventional marketing tactics. Traditional marketing is still important, and the context of social media will make traditional tactics more effective. Dispelling many of the myths surrounding social media, this book will help you: * Develop an effective social media strategy to boost sales and brand awareness * Identify and target relevant markets * Create, deploy, and maintain effective satellites * Measure the success of your satellite marketing campaigns The book explains why successful marketing has evolved from product-centric to customer-centric. It presents valuable lessons learned from established communications channels that apply to social media. It also details a step-by-step process to help you identify measurable goals, better understand your audience, create a strategy, select the appropriate social media, build engagement, develop a communications plan, and monitor performance. This book is written by Kevin Popovic, the Founder of Ideahaus(R). Mr. Popovic is a speaker, educator, and was recently named a Top 20 Digital Marketing Strategist for 2015 by the Online Marketing Institute.

 
INDICE
Origins of Satellite Marketing Why It Worked Where Satellites Come From References Evolution of Marketing 4 Ps, 7 Ps, 8 Ps: More? A Consumer-Oriented Model The Evolution of Marketing Communications Use of Technology in Marketing Communications The Technology of Print Lessons from Print New Media From Analog to Digital Lessons from Digital Enter the Internet Lessons from the Internet Integrated Marketing Communications The Reality of Marketing Mass Communication Creates Marketing Opportunities References Defining Social Media Types of Social Media Social Networking Content Sharing Collaboration The Business Opportunity Creating Social Capital The People Using Social Media Social Media is Media A Broader Understanding References Seven Reasons You Should Not Use Social Media Reason #1: Your Audience Isn't There Reason #2: Social Media Doesn't Work for Every Business Reason #3: There Are Easier Ways to Get in Front of Your Audience Reason #4: You Don't "Get It" Reason #5: Social Media Is Not Free Reason #6: You Can't Find the ROI Reason #7: Shit Happens A Fair and Balanced Report References Satellite Marketing Process Identify Your Goals Understand Your Audience Creating Strategy Selecting Social Media Building Engagement Communications Planning References Measuring Performance Example: Measuring My Success Business-to-Consumer Case Story: Stylin Online Identifying the Goals Understanding the Audience Creating the Strategy Selecting Social Media Building Engagement Communications Planning Measuring Performance From the Quantitative From the Qualitative References Business-to-Business Organization Case Story: Bokwa Fitness Identifying the Goals Understanding the Audience Creating the Strategy Selecting Social Media Building Engagement Communications Planning Measuring Performance Reference Nonprofit Organization Case Story: Alliance Healthcare Foundation Identifying the Goals Understanding the Audience Creating the Strategy Selecting Social Media Building Engagement Communications Planning Measuring Performance References Glossary Index 

Catalogado en

Importados / Marketing

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