Define direct marketing. Does direct marketing help with relationship marketing? Howdoes direct marketing supply an organization
Define direct marketing. Does direct marketing help with relationship marketing? How does direct marketing supply an organization
Week 5 – Discussion 1
Define direct marketing. Does direct marketing help with relationship marketing? How
does direct marketing supply an organization’s integrated marketing communications
plan?
Week 5 – Discussion 2
How do electronic and Internet marketing support the IMC objectives? List the types of
electronic marketing you would use if you were trying to target members of the Baby
Boomers, Gen X, Gen Y, and Gen Z. The approximate dates of the generations are listed
below:
1946-1964 Baby Boomers
1965-1983 Gen X or the Busters
1984-2002 Gen Y or the Millennials
2003 – Current Gen Z or the Digital Generation
(https://www.forbes.com/sites/forbesagencycouncil/2017/02/15/how-to-target-three-
generations-with-social-marketing-not-stereotypes/#3bfa7b5a27d5)
Incorporate concepts and examples from this week’s lecture.
Week 5 Lecture
Online Marketing & Social Media
Social media has added a powerful online media that is designed to encourage user
interaction. This format adds a powerful dimension to communications strategies. Social
media sites such as Facebook, Google+ Social Service, Twitter, YouTube, and LinkedIn are
the major players in social media (Ogden & Ogden, 2014). Consumers may post messages
by written messages, videos, podcasts, photographs, etc. Qualman (2013) states the 21st
century has moved from “word of mouth” to “world of mouth” (p. 1), meaning the power of
millions of consumers reading what has been posted online about a product or an
organization is now read by consumers all over the world. Yet, Qualman states 70% of “big
company CEOs have no presence on social networks” (p.) and suggests businesses
embrace the social media in order to stay connected to consumers. Kabani (2013) agrees;
however, the author suggests the marketing strategies used in traditional marketing
venues will not be applied to the effective marketing strategies via social media. New
strategies must be adapted for the social media marketing strategy because this media
platform belongs to the consumer rather than to the marketer. New tactics must also be
developed in order to assess the data extracted from social media.
Kozinets (2002) has coined a new term, “netnography,” which is the process organizations
can use to track patterns and other useful consumer information from the online postings.
The postings on social media web sites will give the organizations an opportunity to right
something if it is wrong. More importantly, reading what consumers are posting will give
the organization an opportunity to identify emerging trends or an unmet demand and be
first in the marketplace to fill that demand.
While it is very important an organization have a presence within the Internet and social
media, care must be taken to assess the ROI on such investment. Metrics such as those
listed on page 292 (Ogden & Ogden) of our text give managers an idea of how activities on
the social media sites could lead to eventual sales and market share. Most of the activities
are easily tracked by looking at the posts on each web site. Metrics such as Google
Analytics can help track the postings and response rates for a very large organization. The
important point to remember is the social media activity should be monitored in order to
confirm the activity is contributing to the organization’s overall mission and objectives.
The power of social media and its influence in the integrated marketing communications
strategy cannot be overlooked (Ogden & Ogden, 2014). Does this mean we should
abandon the more traditional tactics and venues of the IMC? No, of course not. It depends
upon the targeted market segment. For instance, if the organization is targeting older
consumers, the traditional methods such as television and/or radio may still be effective
for reaching this group of consumers. If, however, the organization is targeting tech savvy
Baby Boomers, Generations X, Y, & the Millennials, then using social media is a must.
People want to know what their colleagues and peers are thinking. If you were thinking
about purchasing a specific model of auto, for example, are you more likely to believe the
postings of your peers or the advertising claims of the organization?
Forbes School of Business Faculty
References:
Kabani, S. (2013). The zen of social marketing. Dallas, TX: BenBella Books.
Kozinets, R. V. (2002, February). The field behind the screen: Using netnography for
marketing research in online communities. Journal of Marketing Research, 39, 61-72.
Ogden, J. R., & Ogden, D. T. (2014). Utilizing a strategic marketing approach to managing
marketing communications. San Diego, CA: Bridgepoint Education.
Qualman, E. (2013). Socialnomics. Hoboken, NJ: John Wiley & Sons.
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