Transcription
All right, here we go with the lecture for this module. Um, I'm I'm uh labeling this uh as you as you can see from the module promotion, paid and social media expanded, right? I mean, we've already considered and talked about it a little bit um or you know, in the form of promotion quite a bit. Um so uh let's get started and see how we're going to address this.
So as a review, promotion, right? Any activity designed to stimulate interest in, awareness of, and purchase of a product. We've already talked about promotion a great deal. We talked about it in the uh marketing and promotion basics earlier. Um, in this term, we talked about it in terms of making sure that you understand the promotional mix in terms of um live sporting events, right? But we're manifesting that in the form of broadcast, right? Um so that you were aware of it there. And so, and now we're going to dive into it a little bit more, but we're going to the the book um the basis um in chapters 8 and 11 expands on it a great deal and introduces some typology that maybe you've not yet been exposed to. So I want you to understand um when we say typology, that is simply ways of labeling things, ways of describing things, right? And so you're going to see here on this next side slide, you're going to see um that there's more than one way to label something and that and that uh there there are some differences when it comes to how we label certain things. Okay.
Um, but anyway, in expanding on promotion, it obviously, as we've discussed, it's critical in the positioning of a product in the mind of the consumer, and it's also a method to convey information about those four Ps that we've discussed so much. Okay.
So now let's look at it from the textbook's um way of uh uh of referring to things, their typology, right? So they have um they have broken it down by paid um and earned media, all right? Um now we've we haven't used this typology yet, but I want to make sure that you understand this typology, right? So, you have paid media in the form of advertising. Um, we've talked quite a bit about how advertising and sponsorships go hand in hand, and that sponsorships are simply an uh a contract that provides for additional means of activating a brand. Right? So, um uh paid media, paid sponsored message conveyed through media. Earned media is what they were referring to as publicity that we discussed, and that you have uh reflected upon in terms of the critiques, right? So that's exposure in the media that's not paid for by the organization. Um, and we've talked about that uh quite a bit already too.
Sales. Now, sales is presentation in which the seller has an opportunity to dialogue and persuade the customer, right? We have um we there's and there's all sorts of sales, right? Um and uh sales promotion is ultimately what we've been looking at in terms of those critiques, right? Um the the variety of activities aimed to drive product purchase, right? So if I am, for example, uh let's say I am In-N-Out Burger and I have sponsored a halftime show for uh NBA basketball, right? I am going to either have giveaways or a raffle, or I'm going to have some sort of activity or inducement designed to um drive people to In-N-Out, right? And so whether that's the the the the cheer and dance team with and the mascot with uh the t-shirt gun running around, you know, blasting out Sacramento Kings t-shirts with an In-N-Out uh logo on them, or whether that is some other form of promotion like we've talked about. That's what they're talking about here. Okay.
But we're going to examine it for the bulk of this lecture. We are going to examine it from a digital perspective. So we are going to examine what I am referring to and what has been referred to as integrated digital marketing. So that includes the six areas that we um that are on the screen right now and that we are going to get into in more depth: web development and design, SEO and SEM, content marketing, social media marketing, local listings management, and then paid advertising or the pay-per-click advertising.
All right, so first, obviously, web development and design. So I just simply took a screenshot of the current Steelers uh web page, right? And so you can see that and and you know, obviously, in being digital natives and being on the internet for the bulk of your lives, you know that that every organization has a website, and that becomes a hub where they drive um their customers where they want to drive them, right? Like so for the Steelers, right? Obviously, we have all of those tabs at the top. And then we have a banner here where we can go into the pro shop and we can get um we can get merchandise for for the newly acquired DK Metaf, right? They want to make sure people are engaged and excited about DK, right? And then of course, they have um and we're going to get into more, they but but of this integration, right? So then we get down into some content marketing and we get down into um uh something that we'll discuss as we move along. Okay.
So now next in that um in that mix is search engine optimization versus search engine marketing. And so this slide uh gives you gives you a a visual representation of what each means, right? So each and every organization that is worth their salt is working on trying to uh get better along these lines, right? So SEO is search engine optimization. Okay? So the idea is that your websites are embedded with code that helps to push your organization um to the very top when someone um when someone searches for certain words. Right? So, obviously, the previous example, the Pittsburgh Steelers want people when they go to Google, when people type in Steelers, they don't want them to go to Fanatics and um as the very top website, right? They want them to go to the Steelers website. All right? And so now obviously for um for different companies, for different organizations, this um you know, the Steelers is probably not the greatest example. Um, but uh, you know, it gets more it gets more advanced um as the search words um move as we move down through the search words, right? And so then search engine marketing, whereas SEO is you embedding it and um hiring someone um to make sure you are that first one. SEM is a paid uh element where um you're able and and you're I'm sure some of I'm sure you're all familiar with this, right? So when you when you type in um when you go go to Google or you go to one of the search engines and you start to type it in, and um you see you you can see um that what the difference between an advertisement and a website, right? Organic versus paid. And so um there there is some differentiation there. Um, but that's ultimately what we're talking about by SEO and SEM.
All right. Next is content marketing. And so content marketing is a type of marketing and involves the creation and sharing of online material, right? You all know what content is. Content is key. Content is king. Content is everything. Right? So you know this uh this this uh image here of uh with with the crown, I mean that it it is it is absolutely the case that content is very key uh to um just about everything in today's society in terms of trying to get the attention of clients, of users, of customers, of in our case, with sport fans. Right. So, and and the idea is it's not necessarily explicitly promoting a brand, but it is it is intended to stimulate interest in its products or services. Right? So, if we go back and we think about that um and and we go back and we think about that Steelers um homepage, right? There was content marketing on there designed to get fans excited about the Pittsburgh Steelers product that will be on the field this year.
Then of course, we go to social media marketing. And social media, as you know, is a collective hub of global digital platforms that allow users to engage, discuss, create, and foster relationships in real time. And we have some of the logos of the most um heavily utilized um social media brands and platforms. And and you know, it it's key and and and helpful to understand that social media and sports are absolutely made for each other, right? And so um yes, absolutely sport brands have an enormous presence in social media.
Then we get to one that maybe you had not heard of before, and that's local listings management. Um, it's still, even though you might not have necessarily heard about it before, it's pretty self-explanatory, right? It's like when we're out in a city and we're walking around and we want to see what's there, or we're driving, or we're on public transit, or whatever. It's an online marketing strategy that ensures all of your brick-and-mortar business locations are accurately listed on business directories. Right? So, where does that uh or or how does that matter for sport entities? Well, it matters for sport entities because let's say that the Golden State Valkyries have a new store downtown in San Francisco. They want people to be able to get there, right? Same thing goes for every single sport organization, right? And so whether the directory is Google My Business or Facebook Places, Bing Places, Apple Maps, Google Maps, those are all places where people make sure their local listings management is updated.
And then finally, we get to paid advertising or pay-per-click advertising campaigns, right? And so those are ultimately integrated into the digital experience, whether that's an Instagram ad or a Facebook ad or a Google ad, or you know, it keeps going and going and going, and those are paid advertisements that are a part of campaigns. Okay. Hope you enjoyed this lecture. Uh, yeah, I'll see you.