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Summary h16 marketing
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All chapters belong together for a summary of the entire marketing subject taught by professor Nathalie Dens in the 1st year of the HI (B), tew and sew bachelor's degrees
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Marketing Nathalie DensDigital and social media marketing
Digital marketing terms
Digital marketing:
management and execution of marketing using digital electronic technologies and channels (e.g.
web, email, digital TV, wireless media) and digital data about user/ customer characteristics and
behaviour
Direct marketing:
attempts to send its communications direct to consumers using addressable media such as post,
Internet, email, and telephone and text messaging
Interactive marketing:
moves away from transaction-based effort to a conversation (= two-way dialogue), situation or
mechanism through which marketers and customers (e.g. stakeholders) interact usually in real time,
not all interactive marketing is electronic (e.g. face-to-face sales)
e-marketing:
accomplished through use of electronic devices, applications, tools, technologies, platforms, and/or
systems, not limited to 1 specific type or category of electronic technology (e.g. Internet, TV) but
includes both older analogue and developing digital electronic technologies
o Pros
creates trust, retains customers, builds customer referrals, generates revenue,
simple and cost-effective, permission-based
Internet marketing:
accomplished via use of Internet technologies (e.g. web, email, intranet, extranet)
Mobile marketing:
set of practices that enable organizations to communicate/engage with audience in an interactive
and relevant manner through and with any mobile device or network, fastest growing digital medium
Social marketing:
designed to influence behaviour of target audience in which benefits of the behaviour are intended
by marketer to accrue primarily to the audience/society and not to the marketer
Social media marketing:
describes use of social web/media (e.g. social networks, online communities, blogs, wikis) or any
online collaborative technology for marketing activities
Social media:
Internet-based applications that allow creation and exchange of content between people
Social networking site SNS:
online platform people use to build social networks or social relationships with other people
who share similar personal/career content, interests, activities, backgrounds or real-life
connections
Programmatic advertising:
automated buying and selling of online advertising, targeting tactics used to segment audiences using
data so advertisers only pay for ads delivered to right people at right time and depend less on spray
and pray method of digital advertising
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