عنوان انگلیسی مقاله:

Upstream social marketing strategy: An integrated marketing communications approach

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

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 develop social marketing strategies that target upstream decision and policy makers. A conceptual 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 social marketing 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. This multi-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

1. Upstreamwithout a paddle  . .
or a strategy There are currently more ways of reaching a targetaudience 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 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.

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