JOURN 345 Study Guide - Midterm Guide: Integrated Marketing Communications, Henri Bendel, Digital Marketing
9 Dec 2016
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More programming choices, different ways to watch and stream things. More choice gives people more control. Great medium for customization, personalization and building buzz: economics. 5 mega-corps control media industry: timewarner, viacom, newscorp, disney. Leading 20 web sites +cable channels owned by disney and hearst. Diminished effectiveness: hard to find consumers, hard to get and consumers, hard to maintain consumers. Marketing overload (try to get + hold attention) Traditional marketing strategies decrease in effectiveness and strategic communicators need to adopt new methods of advertising. Strategic communicators needs to be less reliant on traditional marketing tactics and more aggressive with new tools: integrated marketing communications. Target your audience based on their needs: positioning and branding. Roi (relevant, original, impactful) how your company differentiates from their competitors: relationship marketing. Continue to have long-term relationship with defined segment + brand. Digital, social, mobile media to build relationships: big data. Technology allows for narrow casting: digital marketing.
