THIS IS 2 SEPARATE ASSIGNMENTS. PLEASE DO NOT COMBINE THEM!!! DUE TODAY 10/13/16
Define direct marketing. Does direct marketing help with relationship marketing? How does direct marketing supply an organizationâ€™s integrated marketing communications plan? Support your position. Incorporate concepts and examples from this weekâ€™s lecture.
How do electronic and Internet marketing support the IMC objectives? List the types of electronic marketing you would use if you were try to target members of the Baby Boomers, Gen X, Gen Y, and Gen Z. The approximate dates of the generations are listed below:
1946-1964 Baby Boomers
1965-1983 Gen X or the Busters
1984-2002 Gen Y or the Millennials
2003 â€“ Current Gen Z or the Digital Generation
Incorporate concepts and examples from this weekâ€™s lecture.
Kozinets (2002) has coined a new term, “netnography,” which is the process organizations can use to track patterns and other useful consumer information from the online postings. The postings on social media web sites will give the organizations an opportunity to right something if it is wrong. More importantly, reading what consumers are posting will give the organization an opportunity to identify emerging trends or an unmet demand and be first in the marketplace to fill that demand.
While it is very important an organization have a presence within the Internet and social media, care must be taken to assess the ROI on such investment. Metrics such as those listed on page 292 (Ogden & Ogden) of our text give managers an idea of how activities on the social media sites could lead to eventual sales and market share. Most of the activities are easily tracked by looking at the posts on each web site. Metrics such as Google Analytics can help track the postings and response rates for a very large organization. The important point to remember is the social media activity should be monitored in order to confirm the activity is contributing to the organizationâ€™s overall mission and objectives.
The power of social media and its influence in the integrated marketing communications strategy cannot be overlooked (Ogden & Ogden, 2014). Does this mean we should abandon the more traditional tactics and venues of the IMC? No; of course not. It depends upon the targeted market segment. For instance, if the organization is targeting older consumers, the traditional methods such as television and/or radio may still be effective for reaching this group of consumers. If, however, the organization is targeting tech savvy Baby Boomers, Generations X, Y, & the Millennials, then using social media is a must. People want to know what their colleagues and peers are thinking. If you were thinking about purchasing a specific model of auto, for example, are you more likely to believe the postings of your peers or the advertising claims of the organization?
Forbes School of Business Faculty
Kabani, S. (2013). The zen of social marketing. Dallas, TX: BenBella Books, Inc.
Kozinets, R. V. (2002, February). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39, 61-72
Ogden, J. R., & Ogden, D. T. (2014). Utilizing a strategic marketing approach to managing marketing communications. San Diego, CA: Bridgepoint Education, Inc.
Qualman, E. (2013). Socialnomics. Hoboken, NJ: John Wiley & Sons.