 Logo | |
| Abbreviation | CMA |
|---|---|
| Formation | 2010 |
| Headquarters | 1220 Iroquois Avenue #210 |
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The Construction Marketing Association (CMA) is an association for marketing professionals in the construction industry, based in Naperville, Illinois, in the United States. CMA offers educational resources through its training division, the Construction Marketing Institute. [1] The association was established in 2010 and has around 1,000 members throughout North America and abroad. [2]
In 2010, CMA announced the Construction Brand Internet Index (CBII), a "comprehensive rating of the Internet presence" of leading construction brands based on more than fifty variables. The rating identifies the effectiveness of one website relative to others. [3] The association also hosts webcast training events, including the Social Media Summit – Construction, and hosts "Construction Marketing Blog" and other marketing resources such as the CMA Career Center. Marketing professionals may obtain certification through the association's "Certified Construction Marketing Professional" (CCMP) program. In 2014, CMA announced a national survey regarding request for proposal (RFP) effectiveness and best practices, identifying how architectural, construction, and engineering companies manage RFP processes and industry trends. [4] In 2015, the association managed the inaugural Construction Americas Exposition, which was presented by Florida International University's OHL School of Construction. [2] [5]
The association presents the Construction Marketing Star awards and Construction Marketer of the Year awards annually, recognizing "marketing excellence of construction industry professionals across a broad range of functional marketing disciplines". [6] [7] The awards program has 16 categories and more than 75 subcategories. [8] [9] [10] Entries are judged by a panel of volunteer CMA members. [11] Awards may be presented to CMA members and non-members; recipients receive a metallic embossed certificate and optional gold-plated statuette. [9]
Viral marketing or viral advertising is a business strategy that uses existing social networks to promote a product. Its name refers to how consumers spread information about a product with other people, much in the same way that a virus spreads from one person to another. It can be delivered by word of mouth, or enhanced by the network effects of the Internet and mobile networks.
Direct marketing is a form of communicating an offer, where organizations communicate directly to a pre-selected customer and supply a method for a direct response. Among practitioners, it is also known as direct response marketing. By contrast, advertising is of a mass-message nature.
Marketing communications uses different marketing channels and tools in combination: Marketing communication channels focus on any way a business communicates a message to its desired market, or the market in general. A marketing communication tool can be anything from: advertising, personal selling, direct marketing, sponsorship, communication, social media and promotion to public relations.
Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. Many consumers find online advertising disruptive and have increasingly turned to ad blocking for a variety of reasons.
Advertising management is a planned managerial process designed to oversee and control the various advertising activities involved in a program to communicate with a firm's target market and which is ultimately designed to influence the consumer's purchase decisions. Advertising is just one element in a company's promotional mix and as such, must be integrated with the overall marketing communications program. Advertising is, however, the most expensive of all the promotional elements and therefore must be managed with care and accountability. Advertising management process also helps in defining the outline of the media campaign and in deciding which type of advertising would be used before the launch of a product.
In marketing, promotion refers to any type of marketing communication used to inform or persuade target audiences of the relative merits of a product, service, brand or issue. It helps marketers to create a distinctive place in customers' mind. The aim of promotion is to increase awareness, create interest, generate sales or create brand loyalty. It is one of the basic elements of the market mix, which includes the four Ps, i.e., product, price, place, and promotion.
The Cannes Lions International Festival of Creativity is a global event for those working in creative communications, advertising, and related fields. It is considered the largest gathering of the advertising and creative communications industry.
A webisode is an episode of a series that is distributed as web television. It is available as either for download or in streaming, as opposed to first airing on broadcast or cable television. The format can be used as a preview, a promotion, as part of a collection of shorts, or a commercial. A webisode may or may not have been broadcast on TV. What defines it is its online distribution on the web, or through video-sharing web sites such as Vimeo or YouTube. While there is no set standard for length, most webisodes are relatively short, ranging from 3–15 minutes in length. It is a single web episode, but collectively is part of a web series, a form called web television that characteristically features a dramatic, serial storyline, where the primary method of viewership is streaming online over the Internet. The term webisode was first introduced in the Merriam-Webster's Collegiate Dictionary in 2009.
ON24, Inc. is a San Francisco-based company that markets products and services based upon webcasting and virtual event and environment technology.
The Marketing Arm is a marketing and promotion agency owned by Omnicom Group. With offices in New York City, Los Angeles, Chicago, Dallas and London. The agency specializes in entertainment, sports, cause, event and digital marketing.
Influencer marketing is a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field. Influencer content may be framed as testimonial advertising; influencers play the role of a potential buyer, or may be involved as third parties. These third parties can be seen in the supply chain or as value-added influencers, such as journalists, academics, industry analysts, and professional advisers.
The following outline is provided as an overview of and topical guide to marketing:
Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s, changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callback, and on-hold mobile ring tones. The extension to non-Internet channels differentiates digital marketing from online marketing.
" Youth Marketing" is a term used in the marketing and advertising industry to describe activities to communicate with young people, typically in the age range of 11 to 35. More specifically, there is the teen marketing, targeting people age 11 to 17, college marketing, targeting college-age consumers, typically ages 18 to 24, young adult marketing, targeting youngsters use professionals, typically ages 25 to 34.
Customer engagement is an interaction between an external consumer/customer and an organization through various online or offline channels For example, Hollebeek, Srivastava and Chen's S-D logic-informed definition of customer engagement is "a customer’s motivationally driven, volitional investment of operant resources, and operand resources into brand interactions," which applies to online and offline engagement
Corporate video refers to any type of non-advertisement based video content created for and commissioned by a business, company, corporation, or organization. Today, the vast majority of corporate video content is hosted online and is published on the company’s website page and distributed through social media or email marketing.
Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Most social media platforms have built-in data analytics tools, enabling companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope and the establishment of a firm's desired social media "culture" and "tone."
Virtual engagement is a metric to determine the level of affinity between a company and its customers. In today's internet economy, few things matter as much to marketers as the intensity of the feelings a customer has towards the brand or the product of a given corporation. Marketing professionals are engaging prospects and moving them along the customer engagement cycle to become customers and finally advocates.
Word-of-mouth marketing differs from naturally occurring word of mouth, in that it is actively influenced or encouraged by organizations. While it is difficult to truly control WOM, research has shown that there are three generic avenues to 'manage' WOM for the purpose of WOMM: 1.) Build a strong WOM foundation, 2.) Indirect WOMM management which implies that managers only have a moderate amount of control, 3.) Direct WOMM management, which has higher levels of control. Proconsumer WOM has been suggested as a counterweight to commercially motivated word of mouth.
The Australian Marketing Institute (AMI) is Australia's largest professional body for marketers. The AMI’s core purpose is to support progress in the careers of their members and advance the marketing profession. The AMI has over 30,000 marketers in its network and is certification body for the Certified Practising Marketer designation in Australia.
