Digital marketing in the context of "Omnicom Group"

There are many applications of virtual reality (VR). Applications have been developed in a variety of domains, such as architectural and urban design, industrial designs, restorative nature experiences, healthcare and clinical therapies, digital marketing and activism, education and training, engineering and robotics, entertainment, virtual communities, fine arts, heritage and archaeology, occupational safety, as well as social science and psychology.

Virtual Reality (VR) is revolutionizing industries by enabling immersive, interactive simulations that greatly improve the work of professionals in these industries. VR is changing how experts approach problems and come up with creative solutions in a variety of fields, including architecture and urban planning, where it helps visualize intricate structures and simulate entire cities, and healthcare and surgery, where it enhances accuracy and patient safety. As evidenced by successful collaborative operations using VR platforms, advancements in VR enable surgeons to train in risk-free environments and sketch out treatments customized for particular patients.

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 practitioners and researchers.

Social media platforms such as Facebook, LinkedIn, Instagram, and Twitter, among others, have built-in data analytics tools that companies can use to track the progress, success, and engagement of social media marketing 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.

In marketing, the promotional mix describes a blend of promotional variables chosen by marketers to help a firm reach its goals. It has been identified as a subset of the marketing mix. It is believed that there is an optimal way of allocating budgets for the different elements within the promotional mix to achieve best marketing results, and the challenge for marketers is to find the right mix of them. Activities identified as elements of the promotional mix vary, but typically include the following:

• Advertising is the paid presentation and promotion of ideas, goods, or services by an identified sponsor in a mass medium. Examples include print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, mobile apps, motion pictures, web pages, banner ads, and emails.
• Personal selling is the process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation, often in a face-to-face manner or by telephone. Examples include sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing.
• Sales Promotion is media and non-media marketing communication used for a predetermined limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions. Corporate giveaway items, sometimes called swag, can be included within product samples and distributed to participants at an event for promotional purposes.
• Public relations or publicity is information about a firm's products and services indirectly carried by a third party. This includes free publicity as well as paid efforts to stimulate discussion and interest. It can be accomplished by planting a significant news story indirectly in the media, or presenting it favorably through press releases or corporate anniversary parties. Examples include newspaper and magazine articles, TV and radio presentations, charitable contributions, speeches, issue advertising, and seminars. Word of mouth is also a type of publicity, which transform from the person-to-person storytelling to social media influencers, or bloggers promotions today.
• Direct Marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate directly to the customer, with methods such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.
• Corporate image campaigns have been considered as part of the promotional mix.
• Sponsorship of an event, contest or race is a way to generate publicity.
• Guerrilla marketing tactics are unconventional ways to bring attention to an idea, product or service, such as by using graffiti, sticker bombing, posting flyers, using flash mobs, doing viral marketing campaigns, or other methods using the Internet in unexpected ways.
• Product placement is paying a movie studio or television show to include a product or service prominently in the movie or show.
• Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.

Essence was a global data and measurement-driven full service agency that merged with Mediacom in January 2023 to form Essence Mediacom. Prior to the merger, Essence had 20 offices in 12 countries and a staff of approximately 2,000. Essence managed over $4B in annualized media spend globally, with clients such as Google, The Financial Times, Target, NBCUniversal, BP, FrieslandCampina, L’Oreal and Tesco Mobile. In 2015 Essence became majority owned by WPP, and a part of GroupM, the WPP media investment management operation. It had offices in Australia, China, India, Indonesia, Japan, Singapore, South Korea, USA, Canada, Germany, and the UK.

Essence specialized in strategy, digital marketing, digital creative, media planning and buying, mobile advertising and analytics. It also included a dedicated technology business, 2Sixty Technologies, which developed platforms that underpinned the agency's services to clients as well as building bespoke technologies for clients including Google. 2Sixty was subsequently merged with other GroupM technologies to form Choreograph.