public relations
is a communications tool that seeks to influence the opinions and attitudes of target groups through the use of unpaid media exposure
public relations tools
press release, press conference, special events, company reports, social media release
direct response marketing
targeted and personalized communication, requires a comprehensive and up-to-date database
event marketing
creation or involvement of a brand in an experience or occasion that heightens its awareness, creates positive associations, and generates a desired response
sponsorship
company paying a fee in exchange for inclusion in an event
online marketing tools
websites and microsites, search engine marketing, influencer marketing, email marketing, word-of-mouth, social media, mobile
search engine marketing
- search engine optimization: ensuring that websites are written, indexed, and coded
- pay-per-click advertising: ads that appear in response to keyword triggers on search engines etc.
user-generated content (UGC)
any form of online media content that is publicly available and created by consumers or end users
three basic criteria defining social media
- published either on a publicly accessible website or on a social media site
- significant degree of original or creative effort
- consumer generated by an individual outside of a professional or commercial organization
content marketing
creating and sharing expertise and brand information that is designed to inform and engage with tools such as research papers, infographics etc.
social media marketing
is flexible and can be changed even after it is published, is available immediately
