Marketing Communication Methods
Completion requirements
Should we use traditional marketing or digital marketing? This question is top-of-mind for all marketers. The decision to use one platform or outlet can mean the difference between success or failure. Evaluating each option is time-consuming but essential for forming a cohesive, meaningful marketing effort. This section looks at a variety of traditional media activities, including advertising, public relations, sales promotions, and direct marketing. It also explores digital marketing, including websites, interactive tools, content marketing, SEO (search engine optimization), and other strategies. As you read, consider the criteria you might need to use when determining which strategies are right for your organization and offerings.
Digital Marketing: Inform, Entice, Engage
Digital
marketing is an umbrella term for using a digital tools to promote and
market products, services, organizations and brands. As consumers and
businesses become more reliant on digital communications, the power and
importance
of digital marketing have increased. The direct
marketing section of this module already discussed two digital tools:
email and mobile marketing, which fit into both categories. This section
will discuss other essential tools in
the digital marketing tool kit: websites,
content marketing and search-engine optimization (SEO), and social media
marketing.