Word-of-mouth
• More credible sources – relatives, friends,
colleagues, peers
• Perceived to be impartial
• Outside experts, reviewers, critics
• Perception - objective and unbiased (mostly)
• Free of cost
XIM MBA(BM) 2024-26
Word-of-mouth branding
XIM MBA(BM) 2024-26
Digital media marketing
• Management and execution of marketing using
digital electronic technology
• Digital data about user/customer characteristics and
behavior
• Understanding and anticipating consumer needs
XIM MBA(BM) 2024-26
Uncovering the terms
Term Explanation
E-marketing Use of electronic devices, tools, systems
Includes both analog and digital electronic technology
Social media marketing Use of social web and media
Interactive marketing Conversational
Interact, usually in real time
Need not be electronic
XIM MBA(BM) 2024-26
Forms
Forms Details
Banner Static ad on others’ webpages
ads
Classifieds Fee-based advertising of specific
products/services
Rich media Display-related ads
Some streaming interactivity
Digital Pre/post-roll video ads in a video
video player
Digital Partial/full advertising supported
audio audio programming
Social All of the above on SNS platforms
media & social gaming sites
XIM MBA(BM) 2024-26
POE-M
Type Understanding
Paid Media time and space bought/rented
Planned. Predetermined
Measured – audience size, costs, scheduling
Owned Assets used to convey messages, develop conversations
Earned Comments and conversations
Diverse
Unplanned
XIM MBA(BM) 2024-26
XIM MBA(BM) 2024-26
Characteristics
Vividness Sensory breadth • Effectiveness of information transfer and processing
• Realistic environment or experience
Sensory depth
Synchronicity Asynchronous • Immediacy of feedback – improves understanding of
message
Synchronous • Quality of experience
Pacing Internal • Marketer control
• User control – satisfaction, involvement
External
Interactivity Machine interactivity • Unilateral vs mixed initiative
• User attention
Human interactivity • Cognitive processing
Transfer mode One-to-many • One-to-one & many-to-many: active
• One-to-many: passive
One-to-one
Many-to-many
XIM MBA(BM) 2024-26
Other media
• Exhibitions
• Sponsorships
• Events
• Brand placement
• Packaging
https://www.youtube.com/watch?v=TF5v0Y1uM7g
XIM MBA(BM) 2024-26
Thank You!
XIM MBA(BM) 2024-26
