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Marketing For Your Business: A Research And Planning Guide: THE PROMOTIONS

A guide introducing you to the basics of marketing and recommending which databases to use for effective research results.

HOW WILL CONSUMERS KNOW THAT YOUR PRODUCT OR SERVICE EXISTS?

Know what you can get for free and what will cost money.

  • word-of-mouth
  • advertising campaign
  • PR activity
  • campaign offering free gifts, samples or trading stamps
  • Store demonstrations or exhibitions
  • Price-off sale
  • E-mail or direct mail activities
  • Social media such as Twitter, FaceBook, YouTube

NEW! DIGITAL MARKETING

WHAT IS IT?

Falling under the umbrella of Promotions in the marketing mix, Digital Marketing means the use of digital technologies to connect with your target market, and defined thus:

"Digital marketing is the marketing process of building awareness and promoting a brand or product online using all available digital channels.

The major components of digital marketing are:

Online Marketing Channels – Website marketingSEM (search engine marketing – includes SEO and Pay per click advertising), mobile marketing (i.e. Google Play, Apple Store), email marketing, online banner advertising, video marketing, and Social Media marketing.

Offline Digital Channels – Television, Radio, SMS, digital billboards (indoor and outdoor)"

Source: Digital Marketing Agency

DOES YOUR BUSINESS NEED IT?

Your answer to these questions can help you decide:

  • Is your competition using it?
  • Are you satisfied with the current number of customers you have?
  • Are you reaching your target market in the most efficient way possible?
  • Are you happy with your current business performance without the use of digital marketing?
  • Will you be competitive without digital marketing?
  • How much progress do you see for your business without digital marketing?

 

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E-BOOKS

Book JacketUnderstanding Digital Marketing : Marketing Strategies for Engaging the Digital Generation

Understand the fundamentals of digital marketing and enhance your digital marketing practice with the new edition of this essential guide, now one of the bestselling books in the industry and required reading for more than 100 universities and colleges, including Harvard University and the Chartered Institute of Marketing.The world of digital media is changing at a phenomenal pace. Constantly evolving technologies are transforming not just how we access our information but how we interact and communicate with one another on a global scale. Understanding Digital Marketing is a practical, no-nonsense guide to digital marketing, the rules of new media and understanding the behaviours of the new generation of digital consumers. Thoroughly revised, this fourth edition features more information, fresh examples and case studies, and in-depth insider accounts of the latest developments in the industry from internationally recognized brands and digital marketing campaigns.Clear, informative and entertaining, this book covers key topics such as search marketing, social media, Google, mobile marketing, affiliate marketing, email marketing, performance marketing, customer engagement and digital marketing strategies, making it essential reading for both practitioners and students alike. Online resources include bonus chapters, contributor views, and case studies on Kwik Fit, Battersea Dogs Home and Yves Saint Laurent.

Ryan D. Understanding Digital Marketing : Marketing Strategies for Engaging the Digital Generation. Vol Fourth edition. Kogan Page; 2017. Accessed August 27, 2020. http://search.ebscohost.com.i.ezproxy.nypl.org/login.aspx?direct=true&db=e000tna&AN=1406070&site=ehost-live

 

Book JacketDIGITAL MARKETING IN THE ZONE : The Ultimate System for Digital Marketing Success

In this age of marketing complexity, some marketers have risen above the fray and are accelerating the results of their digital marketing campaigns. They have a complete view of the market and their place in it, and have developed strategies and plans that work. They are not confused at all about the types of campaigns that are available, and they have complete confidence in the ads, messages, offers, and content they are producing. Most marketers, however, don't live life this way. They struggle with their campaigns and live in a perpetual state of confusion, wishful thinking, and risk-taking. Along with their professional frustrations, they experience negative emotions and are never totally happy with their work. Digital Marketing in the Zone breaks through the clutter and provides a clear blueprint to enable marketers to be confident and successful in Digital Marketing.

RESKE D. DIGITAL MARKETING IN THE ZONE : The Ultimate System for Digital Marketing Success; Morgan James Publishing; 2017. Accessed August 27, 2020. http://search.ebscohost.com.i.ezproxy.nypl.org/login.aspx?direct=true&db=e000tna&AN=1679258&site=ehost-live

 

Book JacketDigital Marketer

Digital marketing is now essential to making products and services a success and digital marketers are more and more in demand. This book is your guide to becoming an efficient and effective digital marketer, covering the expertise and array of skills you will need; how to stay current and future-proof your career; useful digital marketing tools, channels, frameworks and procedures; how to measure campaign success, and how to take the next steps to advance your digital marketing career.

Brown E, Aoki B. Digital Marketer. BCS, The Chartered Institute for IT; 2018. Accessed August 27, 2020. http://search.ebscohost.com.i.ezproxy.nypl.org/login.aspx?direct=true&db=e000tna&AN=1933571&site=ehost-live

 

 

APPEAL IS THE WORD!

 

 

 

 

HOW WILL YOU REACH CONSUMERS TO TELL YOUR STORY?

 

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REACHING CONSUMERS THE DIGITAL WAY

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DATABASES

LIBRARY GUIDE

Advertising Planning for Your Business -- takes you through the efficient thought process of how to design an advertising plan, from background information to actual execution.