Key Terms
PR
The process of maintaining a favorable image and building beneficial relationships between an organization and its publi
Sales promotions
Marketing events or sales efforts that stimulate buying; distinct from advertising, personal selling, and PR.
Digital marketing
Umbrella term for using digital tools to promote products, services, organizations, and brands.
Advantages
Measurable, two-way communication, real-time market sentiment, builds brand advocates, broad and targetable reach
Disadvantages
Requires constant effort and fresh content; hard to control crisis communications in a public forum; difficult to determ
SEO
The process of using search engines to gain visibility and traffic.
Content marketing
Strategic creation of valuable content targeting a defined audience to drive profitable action.
They work together
Content marketing creates the material; SEO gets it found.
Content marketing principle
"Content is king." Quality content attracts traffic and earns higher organic search rankings as more people click and li
Social media marketing
Use of online networks, blogs, and collaborative media for brand messaging, marketing, PR, and lead generation.
Three primary objectives
1. Creating buzz: messages that spread user- to-user 2.
Guerrilla marketing
Unconventional, often low-cost tactics to create awareness and goodwill for a brand. Coined by Jay Conrad Levinson in hi