In this lesson we covered the main classification types of different media, their roles and pros

and cons. We saw that for a company to have an effective marketing strategy and successful
campaign, it should integrate all media types consistently in order to increase their sales
conversion rate. The different digital touchpoints we went through helped your understanding in
terms of the many marketing tools that brands have at their disposal when designing their
marketing activities. Before we finish this lesson, we'll complete a final activity where you will
research touchpoints in the real world. he consumer journey and the digital path to purchase. We
will be going through the touchpoints across that journey, including social platforms, classify
them, and discuss the different advantages and challenges brands face when using them. We will
also be looking at multichannel marketing and the move towards omni-channel marketing, its
scope, and challenges. Learning Outcomes By the end of this week, you will be able to: Define,
classify and compare paid, owned and earned media as touchpoints through the consumer
journey Compare the different social media platforms and their usage Define the scope of omni-
channel marketing.
ADIDAS

Paid Media TouchPoints:

 Display adverts: Adidas uses demographic and interestbased targeting to reach potential c
ustomers through tailored display adverts on numerous websites and mobile apps.

 Social Media Advertising: To reach a larger audience and promote the campaign to target
ed segments, the company invests in sponsored ads on sites such as Facebook, Instagram, 
and Twitter.

 Adidas uses video commercials on sites such as YouTube and streaming services to enga
ge users with intriguing video content linked to the campaign.

Owned Media Touchpoints:

 Adidas created a separate campaign landing page on its website, presenting campaign im
agery, videos, and inspiring athlete and creator tales.

 Social Media Channels: The brand makes use of its own social media accounts (Instagra
m, Twitter, and Facebook)to broadcast campaign updates, behind-the
scenes content, athlete partnerships, and user-generated content.

 Adidas' mobile app acts as an owned media touchpoint, offering app users with unique ac
cess to campaign-related material, product releases, and personalized offers.

Earned Media Touchpoints:

 User-generated Content: Adidas invites customers to share their experiences, training

routines, and creative content on social media by utilizing campaign-specific hashtags

 Collaborations with notable Athletes, Fitness Enthusiasts, and Content Creators: The
brand collaborates with notable athletes, fitness enthusiasts, and content creators who
share the campaign's message. These influencers create and share content on Adidas
products and the campaign, resulting in earned publicity and reaching their loyal fans.

 Public Relations Coverage: Adidas' campaign is frequently covered in sports, lifestyle,

and fashion media, as well as popular blogs and websites. Journalists and bloggers write
about the campaign in order to highlight Adidas' initiatives and generate earned media.
 1. Facebook:
 Monthly Active Users (MAU): Over 2.8 billion MAU (as of Q4 2020).
 Key Marketing Tools: Facebook Ads Manager, Pages, Groups, Messenger.
 Description: Facebook is the largest social media platform, offering a wide range of
marketing opportunities for businesses to reach a diverse audience and engage with
customers.

Pros:

 Extensive reach and user base.

 Robust ad targeting capabilities.
 Diverse advertising formats (image, video, carousel, etc.).

Cons:

 Organic reach has declined over time.

 Increased competition for ad placements.
 Concerns over privacy and data handling.

2. Instagram:
 MAU: Over 1 billion MAU (as of Q1 2021).
 Key Marketing Tools: Instagram Ads, Stories, Explore, IGTV.
 Description: Instagram is a highly visual platform, ideal for brands with visually
appealing content and products. It focuses on sharing photos and videos, allowing
businesses to showcase their offerings creatively.

Pros:

 Visual-centric platform for brand storytelling.

 Engaged and active user base.
 Opportunities for influencer collaborations.

Cons:

 Limited link placement options.

 Organic reach can be challenging.
 Strong competition from similar content.
3. Twitter:
 MAU: Over 330 million MAU (as of Q1 2021).
 Key Marketing Tools: Twitter Ads, Twitter Analytics, Twitter Lists.
 Description: Twitter is a microblogging platform known for its real-time conversations
and concise content. It allows brands to engage with their audience, share updates, and
join trending discussions.

Pros:
  Immediate and real-time engagement.
 Viral potential through retweets and hashtags.
 Easy access to trending topics and industry conversations.

Cons:

 Character limit can be restrictive.

 Fast-paced nature requires active monitoring.
 Declining user growth compared to other platforms.
4. LinkedIn:
 MAU: Over 774 million members (as of Q4 2021).
 Key Marketing Tools: LinkedIn Ads, Company Pages, Showcase Pages, LinkedIn
Groups.
 Description: LinkedIn is a professional networking platform that caters to businesses,
professionals, and job seekers. It offers unique opportunities for B2B marketing and
career-oriented content.

Pros:

 Targeted reach for B2B audiences.

 Effective for thought leadership and industry expertise.
 Robust ad targeting options, especially for professional demographics.

Cons:

 Limited organic reach for businesses.

 Lower engagement compared to other platforms.
 Ad costs can be higher compared to some platforms.
5. YouTube:
 MAU: Over 2 billion logged-in monthly users (as of Q2 2021).
 Key Marketing Tools: YouTube Ads, YouTube Analytics, Creator Studio.
 Description: YouTube is a video-sharing platform with vast reach and engagement. It
allows businesses to share video content, tutorials, product demos, and more.

Pros:

 High engagement and long-form content opportunities.

 Extensive reach for video-based marketing.
 Possibility for ad monetization.

Cons:

 Video production can be time-consuming and costly.

 Competition is fierce within popular niches.
 Organic growth may require consistent content creation.
Choosing the best platform to focus on depends on various factors:

 Target Audience: Understand where your target audience is most active and engaged.
 Content Type: Consider which platform aligns best with your content format and
objectives.
 Business Goals: Determine which platform can best support your marketing goals (e.g.,
lead generation, brand awareness
Regenerate response
Facebook is the most popular social media site, with several marketing chances for
businesses to reach a diversified audience and engage with customers.
Facebook Ads Manager, Pages, Groups, and Messenger are important marketing tools.
Advantages of Facebook

 Useful for Education 

 Stay connected 
 Helps find people with similar interests and preferences
 Useful for marketing 
 Beneficial for business
 Easy and Speedy dissemination of information
 Direct connection with the audience/target group 

Disadvantages of Facebook

 Privacy concerns
 Can cause addiction
 Can disrupt sleep 
 Risk of cyber bullying 
 Can lead to insecurity and feelings of jealousness
 Reduces intimacy with family and friends
 Risk of identity theft 

Instagram is a very visual site that is perfect for brands who have visually appealing conten
t and products.
It focuses on sharing photographs and videos, allowing businesses to visually exhibit their
services. Instagram Ads, Stories, Explore, and IGTV are key marketing tools

Advantages of Instagram
 Low cost or mostly free
 Increases contacts
 Sharing films, photos, and the task is collected easier
 Market potential
 Impressive filters
 Business branding

Disadvantages of Instagram
 People become addicted to Instagram
 Instagram is primarily used for portable designing on mobile devices
 Not suitable in all operating systems
 The issue with image stealing
 Advertisements may be fake
Twitter is a microblogging network recognized for its in-the-moment chats and short
material. It enables brands to interact with their target audience, post updates, and
participate in hot debates.
Twitter Ads, Twitter Analytics, and Twitter Lists are important marketing tools.

Twitter Advantages

 Reach a wide audience because of its large readership, it is simple to endorse any
product to specific buyers. Advertisements for recruiting services, business
consulting, and retail establishments are all possible on this platform.
 Free of cost
 Beneficial for information

Twitter Disadvantages

 Maintaining a Twitter account needs skills and training, as well as the time
commitment required to keep engaged with the targeted customers. Tweeting at the
proper moment, when the most people are online, can help you reach more people
on the site.
 Negative comments
 Character limitation

LinkedIn is a professional networking site that serves businesses, professionals, and job
seekers. It provides one-of-a-kind options for B2B marketing and career-oriented content.
LinkedIn Ads, Company Pages, Showcase Pages, and LinkedIn Groups are important
marketing tools.

LinkedIn Advantages

 Connect With Existing Contacts

 Easily Expand Your Network
 Research Prospective Companies

Disadvantages

With so many users on LinkedIn, simply having a profile there isn't enough. Getting
recognized by a potential employer necessitates a significant amount of effort, such as
routinely updating your profile, frequently sharing status updates, and writing blog posts.
If you don't have much time already, adding this to your calendar can be stressful.