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Media and Integration
內容大綱
Corporate strategy is vital for all organizations; however, the vast majority of employees are unaware of or do not understand their company strategy. Business leaders, on the other hand, are increasingly recognizing the need to bridge the gap between marketing and their corporate strategy in order to succeed. Rather than providing a map for creating a strategy, this text offers easily implemented tools to connect all aspects of an organization's marketing program to its business strategy, which will then help communicate the company's strategy both internally and externally. Guidance is given on how to make sense of all the reams of data available in this day and age. Written particularly for marketers, this book provides practical help in addressing everyday challenges as well as a comprehensive overview connecting high-level business strategy with individual tactics, such as social media, news articles, and ads. Chapter 7 explores media tactics, which are marketing tools, not strategies. The endless types of media nowadays can be distracting and confusing for marketing managers. Some companies outline a strategy for each media tool they're going to utilize, but the real value in these tools is their connectivity. Marketers need to assess media strengths and create a mix of various tools to tell their story. The Connect-Convince-Convert model offers a comprehensive plan to reach potential customers, show them what the company has to offer, and turn them into active customers; each phase of this model is described. Campaigns are a way of organizing media choices and creating an integrated tool to connect, convince, and convert; campaigns, not tactics, produce sales and leads. The role of the decision maker in campaigns is explained.