PAID OWNED EARNED MAXIMISING MARKETING RETURNS IN A SOCIALLY CONNECTED WORLD

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Paid Owned Earned

Author : Nick Burcher
ISBN : 9780749465636
Genre : Business & Economics
File Size : 64.72 MB
Format : PDF, ePub, Mobi
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The complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today's marketing and advertising professionals. Consumer time is split between TVs, laptops, iPads, X-Boxes and smartphones, with traditional media, websites, videos, social networks and apps all competing for attention, meaning it's difficult for brands to decide how best to reach and engage their audiences. Paid, Owned, Earned defines the constituents of each area of 'paid', 'owned' and 'earned' media and shows how they are linked together. It proposes a blueprint for how to think and navigate across this space using a framework made up of key elements such as communities and content, social media optimisation, seeding and viral distribution, broadcast mass media, social performance media and measurement.
Category: Business & Economics

Social Media Roi

Author : Olivier Blanchard
ISBN : 0132678020
Genre : Business & Economics
File Size : 63.16 MB
Format : PDF, ePub, Docs
Download : 423
Read : 1304

Use Social and Viral Technologies to Supercharge Your Customer Service! Use this book to bring true business discipline to your social media program and align with your organization’s goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. You will learn how to define the financial and nonfinancial business impacts you are aiming for--and achieve them. Social Media ROI delivers practical solutions for everything from structuring programs to attracting followers, defining metrics to managing crises. Whether you are in a startup or a global enterprise, this book will help you gain more value from every dime you invest in social media. You’ll learn how to: Align social communications with broader business goals and functions Plan for effective performance measurement Establish clarity of vision, purpose, and execution Implement guidelines and operations for effectively managing social media Get started by “listening before talking” Integrate social media into long-term marketing programs, short-term campaigns, and brand initiatives Use social media to deliver real-time, optimized customer support Leverage mobility and the “on-the-fly” social media culture Measure FRY (Frequency, Reach, and Yield) Includes a foreword by Brian Solis.
Category: Business & Economics

Strategic Digital Marketing Top Digital Experts Share The Formula For Tangible Returns On Your Marketing Investment

Author : Eric Greenberg
ISBN : 9780071819510
Genre : Business & Economics
File Size : 81.58 MB
Format : PDF
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THE ULTIMATE CRASH COURSE IN DIGITAL MARKETING The digital age is here—and it’s developing rapidly. Regardless of your industry, sector, or geography, you need to understand the power of digital strategies to market your brand, reach your audience, and broaden your framework for success. This comprehensive, all-in-one guide combines the collective insights of top digital marketers, consultants, and academics—each one an expert in his or her field. With the proven techniques of Strategic Digital Marketing, you’ll be able to: Plan, strategize, and implement a complete marketing campaign that best suits you and your company. Use social media like Facebook and Twitter to not only engage your target audience, but get real results. Improve your website and supersize your media presence through liquid content, mobile apps, engaging videos, social contests, and more. Develop a logical and balanced approach to digital, using the proper tools, to measure and maximize return on investment (ROI). Reshape your management framework and redesign your company for digital-era growth, functionality, and success. These are the same market-tested strategies Fortune 500 companies are using to take advantage of the exciting new opportunities that only digital media provides. You’ll discover the 10 traits of digital leadership, the six habits of highly-successful firms, and the one true goal of digital marketing. You’ll read first-hand accounts of social media in action—and follow real-world case studies of the hottest companies trending today. You’ll also find need-to-know information on red-button subjects like emerging mobile technologies, legal guidelines for digital marketing, search engine optimization, and so much more. Digital media has changed the world as we know it. Strategic Digital Marketing will change the way you live, work, grow . . . and succeed.
Category: Business & Economics

Marketing Research Tools And Techniques

Author : Nigel Bradley
ISBN : 9780199655090
Genre : Business & Economics
File Size : 68.48 MB
Format : PDF
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Balancing theoretical and practical elements of marketing research and showing students how to implement research themselves, this book covers the traditional principles and skills involved in marketing research, such as primary and secondary research, sampling, analysis, reporting and presentation.
Category: Business & Economics

Policy And Marketing Strategies For Digital Media

Author : Yu-li Liu
ISBN : 9781317744115
Genre : Social Science
File Size : 55.13 MB
Format : PDF, Mobi
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With digital media becoming ever more prevalent, it is essential to study policy and marketing strategies tailored to this new development. In this volume, contributors examine government policy for a range of media, including digital television, IPTV, mobile TV, and OTT TV. They also address marketing strategies that can harness the unique nature of digital media’s innovation, production design, and accessibility. They draw on case studies in Asia, North America, and Europe to offer best practices for both policy and marketing strategies.
Category: Social Science

Managing Diversity Innovation And Infrastructure In Digital Business

Author : Ray, Nilanjan
ISBN : 9781522559948
Genre : Business & Economics
File Size : 41.36 MB
Format : PDF, ePub
Download : 99
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In the digital age, consumers have morphed from passive receivers of marketing messages to active suppliers of information about product through various digital media, creating a need for businesses to effectively manage a more diverse and creative range of consumers. Managing Diversity, Innovation, and Infrastructure in Digital Business is a collection of innovative research on new avenues in overall digital infrastructures, digital modern business infrastructures, business automation, and financial aspects of modern businesses. Featuring research on topics such as electronic word-of-mouth strategies, social media marketing, and digital communication, this book is ideally designed for business professionals, managers, and undergraduate and postgraduate business students seeking current research on business in the digital environment.
Category: Business & Economics

The Precariat

Author : Guy Standing
ISBN : 9781474294188
Genre : Political Science
File Size : 63.95 MB
Format : PDF, ePub
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First published in 2011 The Precariat is the hugely influential first account of an emerging class of people facing insecurity, moving in and out of precarious work that gives little meaning to their lives. Standing warns that the growth of the precariat is producing instabilities in society. Its internal divisions have led to the villainization of migrants and other vulnerable groups and some are susceptible to the dangers of political extremism. Standing argues for a new politics which puts the fears and aspirations of the precariat at the heart of a progressive strategy of redistribution and income security. The precariat is an increasingly global phenomenon, highly visible in the ongoing migrant crisis and protest movements around the world. In a new preface for the Revelations edition Guy Standing discusses recent political developments and their effect on the precariat.
Category: Political Science

Digital Marketing Excellence

Author : Dave Chaffey
ISBN : 9781317276739
Genre : Business & Economics
File Size : 38.30 MB
Format : PDF, ePub
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Now in its fifth edition, the hugely popular Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing is fully updated, keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric digital marketing plans. A practical guide to creating and executing digital marketing plans, it combines established approaches to marketing planning with the creative use of new digital models and digital tools. It is designed to support both marketers and digital marketers, and students of business or marketing who want a thorough yet practical grounding in digital marketing. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms like Apple, Facebook, Google and Twitter. This new edition seamlessly integrates the latest changes in social media technology, including expanded coverage of mobile technology, demonstrating how these new ways to reach customers can be integrated into your marketing plans. It also includes new sections on data analytics, clearly demonstrating how marketers can leverage data to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, Fifth Edition, provides a vital reference point for all students and managers involved in marketing strategy and implementation.
Category: Business & Economics