12.2: Integrated Marketing Communications Flashcards
What are the three major factors changing the face of marketing communications?
The three major factors changing the face of marketing communications are:
1) changing consumers, who are better informed and more communications empowered;
2) changing marketing strategies, with a shift away from mass marketing towards more focused marketing programs; and
3) advances in digital technology, which introduce new information and communication tools for companies and customers.
How has the rise of digital technology affected traditional mass media advertising?
The rise of digital technology has led to a decline in the dominance of traditional mass media advertising. Advertisers are increasingly using more specialized and highly targeted media to engage smaller customer communities with more personalized, interactive content.
The share of marketing budgets allocated to digital media has been increasing, while the share allocated to traditional mass media has been declining.
What is the role of content marketing managers in the new marketing communications environment?
In the new marketing communications environment, content marketing managers create, inspire, and share brand messages and conversations with and among customers across a fluid mix of paid, owned, earned, and shared communication channels.
These channels include both traditional and new media as well as controlled and uncontrolled media.
Their role is to map the customer journey and start a conversation with consumers that leads to engagement, purchase, loyalty, and advocacy at different touchpoints.
How are marketers blending traditional mass media and digital media in their promotional strategies?
Marketers are blending traditional mass media and digital media in their promotional strategies by using a mix of both to engage more-targeted consumer communities in a more personalized way. They are integrating these media types to effectively engage customers, communicate brand messages, and enhance customers’ brand experiences.
How are consumers’ behaviors changing in the digitally connected, mobile age?
In the digitally connected, mobile age, consumers are better informed and more empowered in terms of communication.
They use the internet, social media, and other technologies to find information independently, connect easily with other consumers to exchange brand-related information, and even create their own brand messages and experiences.
What is the main challenge for marketers due to the shift towards a richer mix of media and content approaches?
The main challenge for marketers due to the shift towards a richer mix of media and content approaches is the integration of various communication channels to deliver a clear, consistent, and compelling message about the organization and its brands, preventing confusion and fragmentation of marketing communications.
What is Integrated Marketing Communications (IMC)?
Integrated Marketing Communications (IMC) is a concept in which a company carefully integrates and coordinates its many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands, ensuring that all marketing efforts align with the overall brand image and messaging.
Why do companies appoint a marketing communications director?
Companies appoint a marketing communications director to help implement integrated marketing communications, ensure better communications consistency, create a greater sales impact, and unify the company’s image across various cross-platform communications activities. This role takes overall responsibility for the company’s communications efforts, ensuring that all promotional tools are well-coordinated.
How can conflicting content from different communication sources affect a company’s image and customer relationships?
Conflicting content from different communication sources can result in confused company images, unclear brand positions, and customer relationships that suffer from mixed or inconsistent messaging. To maintain a strong and consistent brand image, companies must ensure that their various communication channels align and support one another.
Figure 12.1 Integrated Marketing Communications
What is content marketing?
Content marketing is the process of creating and distributing a broad mix of compelling content that engages customers, builds relationships with them, and encourages them to take action or advocate the brand to others.
This approach goes beyond traditional advertising, and involves the creation of content across various platforms to maintain “always-on” consumer conversations.
What are the four major types of media in the new content marketing classification?
The four major types of media in the new content marketing classification are Paid, Owned, Earned, and Shared (POES):
Paid media: promotional channels paid for by the marketer, including traditional and digital media.
Owned media: promotional channels owned and controlled by the company, such as websites, blogs, and social media pages.
Earned media: PR media channels not directly paid for or controlled by the marketer but containing content due to viewer, reader, or user interest.
Shared media: media shared by consumers with other consumers, including social media, blogs, mobile media, viral channels, and traditional word-of-mouth.
What is the role of marketing communicators in today’s marketing environment?
In today’s marketing environment, marketing communicators must act as content strategists, creators, connectors, and catalysts, managing brand conversations with and among customers and helping these conversations catch fire across a fluid mix of channels. This requires an integrated approach that leverages the combined power of all the POES channels.
How does content marketing differ from traditional advertising campaigns?
Content marketing differs from traditional advertising campaigns by focusing on creating and distributing compelling content across various platforms to engage customers and build relationships.
It moves beyond just placing ads in controlled media spaces and involves managing brand conversations and making them go viral across a mix of channels.
Content marketing often uses a combination of paid, owned, earned, and shared media to create a seamless and consistent brand experience.
What are the unique characteristics and costs of advertising as a promotion tool?
Advertising can reach a large, geographically dispersed audience at a low cost per exposure, allows message repetition, and is expressive. However, it is impersonal, has one-way communication, and can be costly.
Figure 12.2: Push versus Pull Promotion Strategy
