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Engagement marketing (sometimes called experiential marketing, brand activation, on-ground marketing, live marketing, participation marketing, loyalty marketing, or special events) is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience. Rather than ...
The marketing plan also helps layout the necessary budget and resources needed to achieve the goals stated in the marketing plan. It is able to show what the company is intended to accomplish within the budget and also makes it possible for company executives to assess potential return on the investment of marketing dollars.
Marketing begins with understanding the internal dynamics of these developments and the behaviour and engagement of consumers online. Consumer-generated media plays a significant role in the understanding and modeling of engagement. [17] The control Web 2.0 consumers have gained is quantified through 'old school' marketing performance metrics. [18]
Business owners should understand who their customers are, their needs and how to reach them.
The marketing plan identifies key opportunities, threats, weaknesses, and strengths, sets objectives, and develops an action plan to achieve marketing goals. Each section of the 4P's sets its own objective; for instance, the pricing objective might be to increase sales in a certain geographical market by pricing their own product or service ...
Marketing activation is the execution of the marketing mix as part of the marketing process. The activation phase typically comes after the planning phase during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analytics.
Thus, the target audience for a given advertising message may comprise only a subset of the total market as defined in the marketing plan. Careful perusal of the marketing plan will assist marketers in the process of defining the optimal target audiences for specific advertising objectives.
For example, if an advertisement appears more than once, the entire gross audience, the TRP figure is the sum of each individual GRP, multiplied by the estimated target audience in the gross audiences. The TRP and GRP metrics are both critical components for determining the potential marketing reach of a particular advertisement.