MKT 300 Lecture Notes - Lecture 9: Social Media Marketing, Earned Media, Linkedin

• School: University of Alabama
• Department: MKT
• Course: MKT 300
• Professor: montavon

Document Summary

Defining digital marketing: digital, develop communication and exchanges with customers. Internet, mobile, interactive channels: electronic (e-marketing, strategic marketing mix. Growths/benefits of digital marketing: all businesses, forge interactive relationships, target markets more precisely, reach inaccessible markets, share information, maintain competitive advantage, small businesses, reach new markets, access inexpensive communication channels, large businesses, supplement brick-and-mortar stores. Increase tendency of customers to publish their thoughts, opinions, reviews through blogs: consumer tendencies to trust other consumers over corporations, shift of power, marketer to consumer, a2a communication. Social media marketing: paid media, print, broadcast, social networks, owned media, developed websites, youtube, linkedin, earned media, consumer communications, wom, social networks are building business models for economic success, usage is growing, opportunities are available. Applications (apps: benefits, convenience and cost savings to customers, additional incentives to customers, target customers based on location, collect payment from customers. Social media v. traditional mass media: traditional, mass media, less consumer-driven.