Lecture 2: INTEGRATED MARKETING COMMUNICATION Flashcards
Marketing
the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create and exchange value, and satisfy individual and organisational objectives
4 P’s of marketing
1-price
2-place
3-promotion
4-people
which one of the p’s should vary less
price
Value for money
price cuts mean losing margin and profit
— the customer gets used to discounts and may gradually be educated to buy on price and be a brand-switcher
— the regular use of the price instrument is incompatible with building a strong position and a strong brand based on product characteristics or benefits.
— good marketing can be defined as avoiding the price tool as much as possible and focusing on increases value. It should be value for money..
Promotion Mix Instruments
-advertising
-brand activation
- direct marketing ( Touchpoints and communication initiatives)
-sponsorship (Touchpoints and communication initiatives)
-PR ( Touchpoints and communication initiatives)
-exhibitions and trade fairs (Touchpoints and communication initiatives)
- online communication
-advertising
mass communications* using mass media (such as TV, radio, newspapers, magazines, billboards, banners on websites, pre-roll ads in online videos, etc.), the content of which is determined and paid for by a clearly identified sender (the company). paid communication: pay in order to show your content.
- Brand activation
integration of all available communication means in a creative platform in order to activate consumers by stimulating interest, initiating trial and eventually securing consumer loyalty. It is a tool used to build brands through interaction with target audiences as it helps increase frequency, consumption and penetration of the brand. It is a marketing process of bringing a brand to life through creating brand experience. Involve more and more in customer and make value and interact with them. We talk about brand experience, should be positive. How the brand can be alive?
Examples:
* Sales promotions, as a part of brand activation, are sales -stimulating campaigns, such as price cuts, coupons, loyalty programmes, competitions, free samples, etc. catch the attention of the shopper, interact with the brand, make the brand important to customers through the concept of sales.
- Point -of -purchase communications / in store events are communications at the point of purchase or point of sales (i.e. the shop). It includes several communications tools such as displays, advertising within the shop, merchandising, article presentations, store layout, etc
Direct marketing
personal and direct way to communicate with customers and potential clients or prospects. Personalised brochures and leaflets (with feedback potential), direct (e-)mailings, telemarketing actions and direct response advertising are possible ways of using direct marketing communications
Sponsorship
sponsor provides funds, goods, services and/or know-how to the sponsored . The sponsored organisation will help the sponsor with communications objectives such as building brand awareness or reinforcing brand or corporate image.
Sports, arts, media, education, science and social projects and institutions, and TV programmes, can be sponsored. !Events! are often linked to sponsorship.
PR
consist of all the communications a company instigates with its audiences or stakeholders. (any effort a company initiates to communicate with its key groups of interest (stakeholders).
This generate publicity is “uncontrolled” mass communications in mass media and social media, but it is not paid for by a company and the content is written by journalists, experts, influencers.
Exhibitions and trade fairs
particularly in business-to-business and industrial markets, of great importance for contacting prospects, users and purchasers.
B2B.
Online communications
represent new ways to communicate interactively with customers and stakeholders via the Internet and mobile devices. They could be part of all the marketing communications, so it is transversal to all the promotional mix
Integrated Marketing Communication Definition
process of developing and implementing various forms of persuasive communication programs with customers and prospects over time.
about coordinating multiple and diverse tools targeted at multiple and diverse audiences.
IMC Goal
influence or directly affect the behaviour of the selected audience. IMC considers all sources of brand or company contacts which a customer or prospect has with the product or the service as potential delivery channels for future messages.
IMC focus upon building a long-term relationship with target groups by means of consistent interactive communications, rather than aggressively persuading the consumer to buy a company’s products
IMC combines a promotional mix to
provide clarity, consistency and maximum communication impact.
Principles in implementing IMC
1- Consistency : all marketing instruments have to work in the same direction, and not conflict with each other.
2- Synergy : is the task of the communicator to facilitate this integration at the consumer level by presenting the messages in an integrated way
-> involves presenting all marketing messages in a coordinated and integrated manner so that they reinforce each other.
OMNICHANNEL approach for IMC
Consumers look for answers and information and they use more and more channels, both online and offline, to inquire, learn, compare, choose, purchase and move from one tool to the other smoothly.
All the online and offline channels have to be integrated together -> provide the user with a complete experience that can bring them to the conversion stage.
IMC Advantages
— The sales team have an easier job if their product or company is well known as a result of sponsorship or advertising.
— In-store or point-of-purchase communications that are consistent with advertising are much more effective.
— A promotional campaign that is supported by advertising is generally more successful.
— Direct mailing is more effective when preceded by an awareness-increasing advertising campaign and supported by a sales promotion campaign.
— Public relations, corporate advertising and sponsorship can have synergetic effects on company image building.
— Websites will be more frequently visited when announced in mass media advertising.
— Social media campaigns will be more effective when accompanied by offline advertising or brand activation campaigns.
— Advertising for a trade show will be more effective if an incentive to visit the stand is offered. the effect would be higher with integrated marketing communication
IMC doesn’t happen automatically
- All the elements of the communications mix must be carefully planned in such a way that they form a consistent and coherent integrated communications plan.
- need of a strategic integration of the various departments that are responsible for parts of the communications function
The Customer Decision Journey
Awareness
Interest
Desire
Action
Advocacy
Awareness
When a consumer knows a brand, they have already heard of it. The ultimate goal of a brand is to get to the top of brand awareness
Without awareness, the consumer does not take into account the purchase.
Useful communication tools: display advertising, websites, social media like Facebook, LinkedIn and YouTube, fliers, billboards, radio ads..
Interest
wider phrase of consideration
A consumer has to be interested in and curious about the brand. Interest belongs to the wider phase of consideration.
the number of brands the consumer takes into account is high
-Interest can be achieved thanks to creative communication campaigns, Interesting posts on social media, or ad hoc landing pages (or USP), Highly emotional brand messaging activities
Desire
second step of the consideration phase
new media make it easier to buy the offers in the market through reviewers, peers, retailers, influencers, specialists, marketers and competitors, seminar and conferences.
Marketers -> comparative analysis, comparisons of economic value, collecting feedbacks, reviews, ratings and guide costumers towards channels that can make it easier for them to choose (skyscanner, tripadvisor, trivago).
Some of the channels that are more suited that other in this phase are: community forums, blogs and review rating sites.
- After the evaluation of different brandss-> develop preferred choice on some brands that represent the ultimate choice set.
- The number of brands that have been evaluated is smaller than the ones during the awareness phase or the ealrly consideration phase.
Action
- Consumers purchase the product they want and prefer, generates brand income
website will have to be easy to navigate for the consumer to find the products they are looking for at the right price and at the right time.
Consumers are susceptible band can leave the purchase process (e.g. they don’t like the design of the website, the page takes too much time to load , they can’t find the version of the product they are looking for , they don’t get the expected discount or the payment seems complicated , a negative review )
Channels you want to monitor : search engines, websites, blogs, social networks, mobiles, applications, forums, point of sale, broucher, wobbler at the shelves, promotional areas
Notes:
- Try to create the perfect moment to provide all the tools for customers to purchase Eg. Ur friends b-day u want to get flowers. You google it with the key words
- You have to do key word advertising- “deliver flower” so that u make ur brand immediately available.
- The moment of shopping process, purchasing moment. The customer is already decided, you have to offer