AMM 230 Fashion Promotion Finals Study Guide-- 1 Week 6: Digital Media●Bloggers ○Digital Marketing--Opinion leader marketing ○Credibility-- Authenticity ○Strong influence & relationship to the consumer ●Digitalization ○Transformation of business processes towards digital business models ○Integrated data usage and connectivity of data between all business areas ○Digital is an important success factor for today’s organizations ●Media for Fashion Promotion ○Traditional Media ■Print media→ newspapers, magazines ■Broadcast media→ TV, radio, movie commercials ■Support media→ billboards, posters on mass transit (buses, trains) ○Digital Media ■Internet/Web ■Mobile ■Social Media ●Digital Media ○Involves digital content (data, text, audio, graphics, photos, videos) that can be sent to viewers in a number of ways via telephone modem, cable modem, satellite, & Wi-Fi ○Digital content can be created, viewed, distributed, modified, and preserved on computers or other devices such as tablets, smartphones, smart TVs, or other platforms ●The Internet ○Online interaction has become the norm for retailers to interact with consumers ○E-Commerce: selling goods directly over the Internet, provided a venue for website-only retailers(e.g., Amazon, Zappos), and multichannel retailing○M-Commerce: the delivery of electronic selling capabilities directly to the consumer via wireless technology ○Retailers attract attention from people who are surfing the Internet through the use of various online advertisements●Digital Advertising ○Website: the place where providers make informationavailable to Internet users○Online Display Advertising: Graphic ads that are embedded in a web page or appear on the screen directly above the initial browser (e.g., banner ads, pop-up ads) ■Designed to convey a marketing message & cause the user to take an action ■Aim to get a target customer to act immediately by clicking on the advertisement ■Dwell Rate: the proportion of ad impressions that result in users clicking an ad or mousing over it ■Dwell Time: the amount of time individuals spend engaged with an advertisement ○Behavioral Targeting: Internet advertising strategy that is based on an advertiser’s ability to track a consumer’s website surfing behavior (websites visited, tracking searches, cookies) ■Advertisers can identify potential consumers & aim ads directly at them ○Search Engine Optimization (SEO): process of increasing the probabilityof a particular company’s website emerging from a search ■About 80% of all web traffic begins at a search engine
AMM 230 Fashion Promotion Finals Study Guide-- 2 ■Important to ensure that the website includes the keywordsthat a potential visitor might use to search for a particular brand or product ●Digital Advertising-- Advantages ○Comparatively inexpensive method ○Messaging can be easily changed ○Allow audio & video presentation ○
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Term
Fall
Professor
Parise
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