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summary - Media Strategies & Marketing (chapter 4)
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summary - Media Strategies & Marketing
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o Be consistent in your narrative and appearance- Value-adding approach
o Each communication tool used works together for a cumulative effect
o You have to look at all those elements and see how you can have them work
together to get the desired effect
- Cross-media presence
o Use media that is consumed by your target audience
The marketing process – 5-step model
Understand Design a Construct an Engage Capture value
the costumer integrated costumers, from
marketplace value driven marketing build costumers to
and costumer marketing program that profitable create profits
needs and strategy delivers relationships and costumer
wants superior value and create equity
costumer
delight
Media strategies & media planning
People who plan media or it is part of your media strategy. It is connected to the marketing
program that you construct as a marketeer. Also connected to that thought stack where it is
all about engaging customers. It is definitely connected to the P of promotion (PR,
Advertising,…)
Media strategies:
The use of particular media to achieve your marketing goals.
All about communication; How do you plan your communication, what channels will you use.
What channels are we going to use to send out whatever message that it is that you want to
send out.
INFLUENCED by
- Evolution in media channels (technology)
- The economy EXTERNAL FACTORS
- Change in media use (Media consumption)
How we as people consume media.
- Internal factors within the company
Content Marketing environment
, - MACRO: DESTEP FACTORS (external)
o Demographic o Technological
o Economy o Ecological
o Social Cultural o Political
- MESO: Competitors, publics, distribution channels, intermediaries, partners
- MICRO: structure, company values, line of business marketing strategy.
Context of the company (micro)
How does the internal structure of a company influence the decisions that you make on your
media channels?
Media planners must talk to the communication and marketing people about what is the
general strategy here and how we put media in that mix. So, it is all connected, it rarely
happens that it doesn’t happen this way.
Operational: it will be about what is our message, how will we send it to people, what
channels will we use
Tactical: media strategy
Important: the influence of all these layers within a company are very important.
Impact of the economy (macro)
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