MKT 4440 Lecture Notes - Lecture 7: Search Engine Marketing, Social Media Marketing, Direct Marketing
Document Summary
What decision process do consumers use to accomplish your goals. Overview of different types of internet ads. Know best methods to evaluate such ads. Organic/sponsored search engine marketing: big data / email marketing. Allows consumers to: co-create brands and experiences (papa john"s pizza builder, free marketing research, r&d, could be hijacked/spoofed, benefits, engages customers to increase loyalty and liking, authentic word of mouth marketing, risks, lack of control, quality issues. Increased piracy: what drives word of mouth (success or failure) The social interactions allowed in each medium. Loss aversion (more likely to be recognized) Week 6 & 7 (2/14-2/16) (2/21-2/23: pinterest: example of all 4 facets of social media. Shown to have better roi than other social media sites. Users pin things they like, with the pin often leading directly to business website (creates purchases quickly and often) Increasingly large and active audience: beginning to ignore and opt out of ads.
