COM CM 301 Lecture Notes - Lecture 12: Paid Content, Geotargeting, Lead Generation

• School: Boston University
• Department: Mass Communication, Advertising & Public Relations
• Course: COM CM 301
• Professor: Amy Shanler

Document Summary

Pr campaigns for a business audience, key decision makers, not consumers. Pr is part of the sales cycle. Build trusted relationships with stakeholders to gain credibility. So sophisticated, sometimes you need an image. Wide awareness to affect abroad change; product in foreground, company in background. Deep awareness to affect change; company in foreground, product in background. Media, social, direct engagement with brands; light touch opinion leaders. Finely targeted and tailored at a business. Heavy reliance on third- party experts and niche opinion leaders; content marketing; creativity objectives. Publishing social-only content snaps, tumblr, linkedin pulse. Organic not enough b2b brands buy social ads to reach people in their off time. Wearables connected cars connected homes connected cities health care oil&gas transportation industrial internet (the internet of things landscape) Geo-targeting: the practice of delivering different content to a website user based on his or her geographic location.