Upstream social marketing strategy: An integrated marketing communications approach
| Autor: | Andrew J. Czaplewski, Thomas Martin Key |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Marketing
Return on marketing investment Business-to-government Process management Digital marketing business.industry 05 social sciences 02 engineering and technology Marketing strategy Influencer marketing Marketing management 0502 economics and business 0202 electrical engineering electronic engineering information engineering 050211 marketing 020201 artificial intelligence & image processing Business and International Management business Marketing research Integrated marketing communications |
| Zdroj: | Business Horizons. 60:325-333 |
| ISSN: | 0007-6813 |
| DOI: | 10.1016/j.bushor.2017.01.006 |
| Popis: | 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. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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