عنوان انگلیسی مقاله:

Upstream social marketing strategy: An integrated marketing communications approach

ترجمه عنوان مقاله: استراتژی بازاریابی اجتماعی بالادست: رویکرد ارتباطات بازاریابی یکپارچه

رشته: بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 9 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

This article provides an organized approach for managers to developsocial marketing strategies that target upstream decision and policy makers. Aconceptual application model and five-stage process is presented for an upstream social marketing strategy based on integrated marketing communications (IMC). IMC concepts are described in the context of social marketing, as well as specific stages for creating an IMC social marketing strategy; these include target audience research and determination, channel selection and integration, strategic message creation, and measurement and control. A central and novel feature of the IMC socialmarketing strategy model is the simultaneous targeting of an upstream decision maker and influential peripheral (upstream) audiences in order to triangulate and increase campaign effectiveness. An IMC approach to upstream social marketing ensures consistent, persuasive messages specifically crafted for the selected target audiences and coordinated through precise channels to maximize impact. Thismulti-channel, multi-audience approach to message creation and channel selection produces synergies that increase the potential to influence an upstream decision/ policy maker.

KEYWORDS: Marketing strategy, Upstream marketing, Integrated marketing communications, Peripheral audience, Messaging, Social marketing

مقدمه مقاله

Upstream without a paddle . . . or a strategy

There are currently more ways of reaching a target audience than ever before. Print, radio, television, face-to-face, Facebook, blogs, Twitter, YouTube, websites the list goes on and on. The pressure to make the right marketing decisions, whether choosing the most appropriate channels to use or identifying which messages will be most effective, can be daunting. Indeed, audiences use multiple channels at the same time and the same message often does not translate across channels. This complexity often means that the majority of social marketing communication efforts are not integrated. Instead, a disparate and dispersed group of activities is the norm. Small and medium-sized organizations, in particular, tend to focus on just one or two promotional elements. It is not uncommon for the marketing efforts of a small organization to consist of a website and some print ads. The Advertising Research Foundation recently conducted a study of 5,000 advertising campaigns for 1,000 brands and found that 60% of these campaigns relied on two or fewer mediums (Neff, 2016). Larger organizations are often characterized by a lack of integration as well.

Companies tend to hire one agency to help with direct marketing efforts, another for public relations, another for sales promotions, and yet another for digital/internet marketing. In many cases, physical or virtual walls separate these promotional elements; the end result is a morass of activities (see Figure 1) that are loosely coordinated. Poorly coordinated, nonintegrated marketing results from diverse marketing messaging; multiple versions of logos and slogans; various colors, shapes, and images; and different positioning approaches. Organizations that do not consider a coordinated and integrated strategy to social marketing risk wasting their time and resources on activities that fall short of desired goals and objectives.

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