Satellite Marketing : Using Social Media to Create Engagement

Popovic, Kevin

Apple Academic Press Inc.（2016/05発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 248 p.
• 言語 ENG
• 商品コード 9781482256147
• DDC分類 658.87202856754

Full Description

Satellite marketing uses multiple social media sites as a series of marketing sub-stations or "satellites." Each satellite is a stand-alone marketing effort, which means that if and when your prospects are engaged, they are being introduced to your brand, your product and services, and your community of users. Prospects presented with a call to action through satellite marketing are more likely to act because they are actively engaged with your message.

Identifying opportunities for social media within integrated marketing communications, Satellite Marketing outlines a proven process to help you create an actionable strategic plan based on measurable goals. It provides business owners, CEOs, CMOs, and sales people with a comprehensive strategy for leveraging new media and integrating it with conventional marketing tactics.

Traditional marketing is still important, and the context of social media will make traditional tactics more effective. Dispelling many of the myths surrounding social media, this book will help you:




Develop an effective social media strategy to boost sales and brand awareness
Identify and target relevant markets
Create, deploy, and maintain effective satellites
Measure the success of your satellite marketing campaigns



The book explains why successful marketing has evolved from product-centric to customer-centric. It presents valuable lessons learned from established communications channels that apply to social media. It also details a step-by-step process to help you identify measurable goals, better understand your audience, create a strategy, select the appropriate social media, build engagement, develop a communications plan, and monitor performance.

This book is written by Kevin Popović, the Founder of Ideahaus®. Mr. Popovic is a speaker, educator, and was recently named a Top 20 Digital Marketing Strategist for 2015 by the Online Marketing Institute.

Contents

Origins of Satellite Marketing. Evolution of Marketing. Defining Social Media. Seven Reasons You Should Not Use Social Media. Satellite Marketing Process. Business-to-Consumer Case Story: Stylin Online. Business-to-Business Organization Case Story: Bokwa Fitness. Nonprofit Organization Case Story: Alliance.