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
Expert Insight on Using Social Media: JetBlue
Airline carrier JetBlue has received attention and accolades for its effective use of social media to foster two-way communication with customers. In this video, JetBlue's head of social media strategy, Morgan Johnston, explains the company's approach
to social media and how it complements other corporate and marketing communication activity. He also shares insights about how the company used social media to manage crisis communications and respond to customers during Hurricane Sandy, when extreme
weather conditions hit the company's northeastern U.S. travel routes hard.