{"id":1522,"date":"2022-01-28T18:01:40","date_gmt":"2022-01-28T16:01:40","guid":{"rendered":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/?post_type=lesson&#038;p=1522"},"modified":"2023-08-15T09:23:37","modified_gmt":"2023-08-15T06:23:37","slug":"marketing","status":"publish","type":"lesson","link":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/marketing\/","title":{"rendered":"Marketing"},"content":{"rendered":"<figure id=\"attachment_1532\" aria-describedby=\"caption-attachment-1532\" style=\"width: 1500px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1532 size-full\" src=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/01\/bilberry-scaled-e1643391505466.jpg\" alt=\"\" width=\"1500\" height=\"742\" srcset=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/01\/bilberry-scaled-e1643391505466.jpg 1500w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/01\/bilberry-scaled-e1643391505466-600x297.jpg 600w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/01\/bilberry-scaled-e1643391505466-1280x633.jpg 1280w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/01\/bilberry-scaled-e1643391505466-768x380.jpg 768w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/01\/bilberry-scaled-e1643391505466-100x49.jpg 100w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/01\/bilberry-scaled-e1643391505466-120x59.jpg 120w\" sizes=\"auto, (max-width: 706px) 89vw, (max-width: 767px) 82vw, 740px\" \/><figcaption id=\"caption-attachment-1532\" class=\"wp-caption-text\">Photo: Outi K\u00e4hk\u00f6nen<\/figcaption><\/figure>\n<p>\u00a0<\/p>\n<p><span class=\"TextRun SCXW21740640 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW21740640 BCX0\">Along the concept planning process, you have already analysed and covered the so-called<span style=\"text-decoration: underline\"> <a href=\"https:\/\/www.smartinsights.com\/marketing-planning\/marketing-models\/how-to-use-the-7ps-marketing-mix\/\" target=\"_blank\" rel=\"noopener\"><strong>7 Ps included in the Marketing Mix<\/strong><\/a><\/span>: product, price, promotion, place, physical evidence, people and process.\u00a0<\/span><\/span><\/p>\n<p>The<strong> Marketing Communications Mix <\/strong>involves all the tools the company uses to communicate with its (potential) customers.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1627\" src=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/01\/marketing-communications-mix.png\" alt=\"\" width=\"692\" height=\"644\" srcset=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/01\/marketing-communications-mix.png 692w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/01\/marketing-communications-mix-600x558.png 600w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/01\/marketing-communications-mix-100x93.png 100w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/01\/marketing-communications-mix-120x112.png 120w\" sizes=\"auto, (max-width: 692px) 100vw, 692px\" \/><\/p>\n<p>Different content serves different purposes along the customer journey.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-1338\" style=\"font-weight: bold;color: #666666;font-size: 0.8125rem;font-style: italic\" src=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/Smart-Insights-Content-Marketing-matrix-600x596.jpg\" alt=\"\" width=\"600\" height=\"596\" srcset=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/Smart-Insights-Content-Marketing-matrix-600x596.jpg 600w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/Smart-Insights-Content-Marketing-matrix-110x110.jpg 110w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/Smart-Insights-Content-Marketing-matrix-768x763.jpg 768w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/Smart-Insights-Content-Marketing-matrix-100x100.jpg 100w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/Smart-Insights-Content-Marketing-matrix-120x120.jpg 120w, https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2020\/11\/Smart-Insights-Content-Marketing-matrix.jpg 825w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/p>\n<p><span style=\"font-size: 14px;color: #666666;font-style: italic\">Source: Smart Insights 2021<\/span><\/p>\n<p>In today&#8217;s world, digital marketing is a necessity. Your customers expect to find inspiration, information and service online, during all the stages of the customer journey. Fortunately, there exist excellent online learning materials and toolkits for tourism companies, such as<\/p>\n<ul>\n<li><span style=\"text-decoration: underline\"><a href=\"https:\/\/teq.queensland.com\/content\/dam\/teq\/corporate\/corporate-searchable-assets\/industry\/learning\/best-of-queensland-experiences\/The_Ultimate_Transformational_Experience_Guide_Nov_2020_FINAL-30-03-21.pdf\" target=\"_blank\" rel=\"noopener\">Travel and Events Queensland: The Ultimate Transformational Experience Guide<\/a><\/span><\/li>\n<li><span style=\"text-decoration: underline\"><a href=\"https:\/\/www.visitbritain.org\/business-advice\/market-your-business\/digital-marketing-toolkit\" target=\"_blank\" rel=\"noopener\">Visit Britain: Digital Marketing Toolkit<\/a><\/span><\/li>\n<li><span style=\"text-decoration: underline\"><a href=\"https:\/\/tourismns.ca\/experiencetoolkit\" target=\"_blank\" rel=\"noopener\">Nova Scotia Experience Toolkit: Market Your Experience<\/a><\/span><\/li>\n<li><span style=\"text-decoration: underline\"><a href=\"https:\/\/matkailuyrityksen-digiloikan-abc.in.howspace.com\/\" target=\"_blank\" rel=\"noopener\">Visit Finland: Matkailuyrityksen digiloikan ABC<\/a> <\/span>(a course in Finnish)<\/li>\n<\/ul>\n<h2>Sources and further reading:<\/h2>\n<p>CBI 2020. How to Be a Successful Tourism Company Online? <a href=\"https:\/\/www.cbi.eu\/market-information\/tourism\/how-be-successful-company-online\" target=\"_blank\" rel=\"noopener\">https:\/\/www.cbi.eu\/market-information\/tourism\/how-be-successful-company-online<\/a>.<\/p>\n<p>Hanlon, A. 2022. How to Use the 7Ps Marketing Mix. <a href=\"https:\/\/www.smartinsights.com\/marketing-planning\/marketing-models\/how-to-use-the-7ps-marketing-mix\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.smartinsights.com\/marketing-planning\/marketing-models\/how-to-use-the-7ps-marketing-mix\/<\/a>.<\/p>\n<p>HubSpot 2020. 2021 Social Media Trends. <a href=\"https:\/\/f.hubspotusercontent00.net\/hubfs\/53\/Talkwalker\/Social_Trends_Talkwalker-FINAL.pdf\" target=\"_blank\" rel=\"noopener\">https:\/\/f.hubspotusercontent00.net\/hubfs\/53\/Talkwalker\/Social_Trends_Talkwalker-FINAL.pdf<\/a>.<\/p>\n<p>PALMA 2018. Markkinointisuunnitelma. <a href=\"http:\/\/www.palma.fi\/palma-malli\/markkinointiviestinta\/Markkinointisuunnitelma.pdf\" target=\"_blank\" rel=\"noopener\">http:\/\/www.palma.fi\/palma-malli\/markkinointiviestinta\/Markkinointisuunnitelma.pdf.<\/a><\/p>\n<p>Smart Insights 2014. The Content Marketing Matrix. <a href=\"https:\/\/www.smartinsights.com\/content-management\/content-marketing-strategy\/the-content-marketing-matrix-new-infographic\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.smartinsights.com\/content-management\/content-marketing-strategy\/the-content-marketing-matrix-new-infographic\/.<\/a><\/p>\n<p>Visit Finland 2019. Matkailuyritt\u00e4j\u00e4n kansainv\u00e4listymisopas. <a href=\"https:\/\/www.businessfinland.fi\/498bfa\/globalassets\/julkaisut\/visit-finland\/tutkimukset\/2019\/vf_kansainvalistymisopas_2019.pdf\" target=\"_blank\" rel=\"noopener\">https:\/\/www.businessfinland.fi\/498bfa\/globalassets\/julkaisut\/visit-finland\/tutkimukset\/2019\/vf_kansainvalistymisopas_2019.pdf.<\/a><\/p>\n<p>Visit Finland 2019. Digitaalisten kanavien ABC. <a href=\"https:\/\/www.businessfinland.fi\/4977ea\/globalassets\/julkaisut\/visit-finland\/vf_digitaaliset-kanavat_abc.pdf\" target=\"_blank\" rel=\"noopener\">https:\/\/www.businessfinland.fi\/4977ea\/globalassets\/julkaisut\/visit-finland\/vf_digitaaliset-kanavat_abc.pdf<\/a>.<\/p>\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":0,"template":"","meta":{"_initial_content":"","_new_post":false,"_quiz_has_questions":false,"_lesson_complexity":"","_lesson_length":0,"_lesson_course":321,"_lesson_preview":"preview"},"lesson-tag":[],"class_list":["post-1522","lesson","type-lesson","status-publish","hentry","module-marketing-communications","post"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing - PAN - Phenomena of Arctic Nature<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing - PAN - Phenomena of Arctic Nature\" \/>\n<meta property=\"og:description\" content=\"\u00a0 Along the concept planning process, you have already analysed and covered the so-called 7 Ps included in the Marketing Mix: product, price, promotion, place, physical evidence, people and process.\u00a0 The Marketing Communications Mix involves all the tools the company uses to communicate with its (potential) customers. Different content serves different purposes along the customer &hellip; Continue reading &quot;Marketing&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"PAN - Phenomena of Arctic Nature\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-15T06:23:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/01\/bilberry-scaled-e1643391505466.jpg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/marketing\/\",\"url\":\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/marketing\/\",\"name\":\"Marketing - PAN - Phenomena of Arctic Nature\",\"isPartOf\":{\"@id\":\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/01\/bilberry-scaled-e1643391505466.jpg\",\"datePublished\":\"2022-01-28T16:01:40+00:00\",\"dateModified\":\"2023-08-15T06:23:37+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/marketing\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/marketing\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/marketing\/#primaryimage\",\"url\":\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/01\/bilberry-scaled-e1643391505466.jpg\",\"contentUrl\":\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/01\/bilberry-scaled-e1643391505466.jpg\",\"width\":1500,\"height\":742},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/marketing\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Marketing\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/#website\",\"url\":\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/\",\"name\":\"PAN - Phenomena of Arctic Nature\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Marketing - PAN - Phenomena of Arctic Nature","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/marketing\/","og_locale":"en_US","og_type":"article","og_title":"Marketing - PAN - Phenomena of Arctic Nature","og_description":"\u00a0 Along the concept planning process, you have already analysed and covered the so-called 7 Ps included in the Marketing Mix: product, price, promotion, place, physical evidence, people and process.\u00a0 The Marketing Communications Mix involves all the tools the company uses to communicate with its (potential) customers. Different content serves different purposes along the customer &hellip; Continue reading \"Marketing\"","og_url":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/marketing\/","og_site_name":"PAN - Phenomena of Arctic Nature","article_modified_time":"2023-08-15T06:23:37+00:00","og_image":[{"url":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/01\/bilberry-scaled-e1643391505466.jpg","type":"","width":"","height":""}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/marketing\/","url":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/marketing\/","name":"Marketing - PAN - Phenomena of Arctic Nature","isPartOf":{"@id":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/#website"},"primaryImageOfPage":{"@id":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/marketing\/#primaryimage"},"image":{"@id":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/01\/bilberry-scaled-e1643391505466.jpg","datePublished":"2022-01-28T16:01:40+00:00","dateModified":"2023-08-15T06:23:37+00:00","breadcrumb":{"@id":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/marketing\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/marketing\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/marketing\/#primaryimage","url":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/01\/bilberry-scaled-e1643391505466.jpg","contentUrl":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/files\/2022\/01\/bilberry-scaled-e1643391505466.jpg","width":1500,"height":742},{"@type":"BreadcrumbList","@id":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/lesson\/marketing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/"},{"@type":"ListItem","position":2,"name":"Marketing"}]},{"@type":"WebSite","@id":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/#website","url":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/","name":"PAN - Phenomena of Arctic Nature","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"}]}},"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/wp-json\/wp\/v2\/lessons\/1522","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/wp-json\/wp\/v2\/lessons"}],"about":[{"href":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/wp-json\/wp\/v2\/types\/lesson"}],"version-history":[{"count":15,"href":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/wp-json\/wp\/v2\/lessons\/1522\/revisions"}],"predecessor-version":[{"id":1975,"href":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/wp-json\/wp\/v2\/lessons\/1522\/revisions\/1975"}],"wp:attachment":[{"href":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/wp-json\/wp\/v2\/media?parent=1522"}],"wp:term":[{"taxonomy":"lesson-tag","embeddable":true,"href":"https:\/\/blogi.eoppimispalvelut.fi\/phenomenaofarcticnature\/wp-json\/wp\/v2\/lesson-tag?post=1522"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}