MKT 2210 Lecture Notes - Lecture 33: Customer Engagement

• School: University of Manitoba
• Department: Marketing
• Course: MKT 2210
• Professor: Malcolm C.Smith

Document Summary

Email markeing: the use of opt-in email lists where consumers register and give permission to receive online communicaions. Permission-based email: when a recipient chooses to receive email from an adveriser. Developing, execuing and evaluaing each element of a promoional program so that it encourages customers to become loyal supporters that spread posiive messages (called advocacy) Customer advocacy funnel: a communicaions approach that takes consumers down a path of iniial product awareness through to brand advocacy: awareness, interest, engagement, trail, purchase, retargeted ads o loyalty, advocacy. Online and oline approaches and include adverising, public relaions, sales promoion, direct response, event markeing and sponsorship, and personal selling: product lifecycle consideraions for promoional programs introducion: to inform. Step 5: schedule and run the imc elements: awareness is the prime concern of any program, carefully monitor developments, paricularly in social media, to immediately answer quesions, respond to comments, and carefully deal with negaive feedback.