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Integrated Marketing Communications > Topic 1 > Flashcards

Topic 1 Flashcards

1
Q

marketing classification according to the exchange relationship

A
  1. commercial marketing
  2. non-profit marketing
  3. public marketing & of public services
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2
Q

types of non-profit marketing

A
  1. SOCIAL MARKETING (NGOs, public social programs)
  2. MUTUALISTS (sports club, professional association)
  3. POLITICAL & ELECTORAL MARKETING
  4. SIMILAR REGIME TO COMPANY (university/hospital)
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3
Q

characteristics of services VS goods

A

SERVICES
intangibility
expiration
inseparability of use - consumption

GOODS
tangibility
storage capacity
standardization

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4
Q

Recently, there has been a shift from

A

product to customer centricity

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5
Q

Technological improvements have

A

reduced the life cycle of products so it became hard to maintain a competitive advantage to product innovation only.

Moreover, it has empowered considerably customers & firms that can access to real data & better target customers.

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6
Q

model “one to many”

A

called Campaign business

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7
Q

model “many to many”

A

called Conversion Business

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8
Q

Context marketing (definition 1)

A

ability to deliver the right content or experience to the right person, in the right place, & at the right time based on the sum total of that person’s past brand interactions & current needs

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9
Q

brand redefinition

A

Brands are being redefined depending on how they relate & engage their clients, how relevant they are & if they take their clients into account.

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10
Q

Marketing 360

A

Online
Offline
Mobile
All the time

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11
Q

Content is king

A
  • Marketing as conversations
  • Content curation
  • Death of the “campaign gamification”
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12
Q

Entertainers

A

“communities marketing”
not families
not individuals
transparency

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13
Q

From mad men to math men

A
  • ROI is king
  • Analytics
  • Big data
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14
Q

definition of communication

A

process of sending & receiving messages through verbal or nonverbal means including:

  • speech / oral communication
  • writing / written communication
  • signs, signals & behavior
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15
Q

more simply, communication is said to be

A

the creation & exchange of meaning

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16
Q

Communication Process (linear model)

A

Sender→Message→Channel medium→Receiver

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17
Q

definition of marketing communications

A

process through which an organisation attempts to engage with its various audiences, by conveying messages that are of significant value

Audiences are encouraged to offer attitudinal and behavioural responses.

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18
Q

Integrated marketing communications

A

the elements of the communications mix are integrated into a coherent whole

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19
Q

‘Marketing communications’ is a more contemporary term for

A

‘Promotion’

20
Q

Elements of marketing communications

A
  1. SET OF TOOLS: advertising, sales promotions
  2. MEDIA: TV, radio, internet, press and others
  3. MESSAGES: directed to target audiences
  4. DEVICES: desktop, smartphones, tablets, & others
21
Q

Communication tools

A
  1. Advertising
  2. Public relations
  3. Sales Promotions
  4. Direct Marketing
  5. Personal Selling
22
Q

Types of media

A 
TV
Print  
Digital 
In-Store 
Other
23
Q

Devices

A

Desktop
Smartphone
Tablets
Others

24
Q

Core types of messages

A
  1. Informational message
  2. Emotional message
  3. Branded content
  4. User-generated content
25
Q

Buyer decision process (customer journey)

A
  1. PROBLEM RECOGNITION
  2. RESEARCH STAGE
  3. EVALUATION AND SEEKING ALTERNATIVES
  4. PURCHASE STAGE
  5. POST-PURCHASE STAGE
26
Q

in the problem recognition stage

A

customer works out a need for something

for example, i need a pair of sneakers

27
Q

in the research stage

A

customer goes online to research on different sneakers

they look for information on search engines and social media sites

28
Q

in the evaluation and seeking alternatives stage

A

customer brainstorms on whether to get alternative shoes like boots. when they’ve decided, they seek out the best deals available depending on the budget

29
Q

in the purchase stage

A

customer purchases product based on reviews, experience or research

30
Q

on the post-purchase stage

A

customer reviews the product. did it deliver as promised?

if product delivers as promised, they become your brand ambassador.
if not, their negative comments deter other buyers from purchasing from you

31
Q

A customer journey is

A

the story of a customer’s experience with a brand from initial contact through engagement at different touch points, a purchase, and finally a loyal long-term relationship.

32
Q

Data collected comes from

A

the different interactions your customers have with your brand while they are moving along their journey.

33
Q

Today’s customers use multiple devices, so it is important to

A

provide seamless experience with your brand across all devices

34
Q

Customer journey phase VS Customer need

A
  1. phase: Awareness VS need: customers search for product they want
  2. phase: Desire & Choice reduction VS need: customers want information on stock availability and returning policy
  3. phase: Buying VS need: customers want delivery information
  4. phase: Returning VS need: customers appreciate the on-site and offline experience
  5. phase: Promoting VS customers expect over-delivery
35
Q

in terms of interest & awareness (concepts)

A 
social/search advertising
email/text marketing
loyalty programs
youtube/video ads
television 
billboard
online display advertising
newspaper/magazine
radio 
word of mouth
36
Q

in terms of search (concepts)

[types of search]

A 
organic search 
PPC
apps
"near me" 
GPS
37
Q

in terms of research (concepts)

Where do you research?

A

blogs & articles
reviews
social media
word of mouth

38
Q

in terms of purchase (concepts)

A 
website
online booking
purchase via app
in-store purchase
salesperson
39
Q

in terms of experience (concepts)

A 
post-purchase expectations VS reality 
social post
write a review
blog
word of mouth
40
Q

A customer journey map is

A

an important tool that gives you a comprehensive picture of the customer experience, leading to a full view of the different ways customers interact with your brand

41
Q

What Components Does a Journey Map Include?

A
  1. PERSONAS: main characteristics that illustrate the needs, goals, thoughts, feelings, opinions, expectations, and pain points of the user;
  2. TIMELINE: a finite amount of time (e.g. 1 week or 1 year) or variable phases (e.g. awareness, decision-making, purchase, renewal);
  3. EMOTIONS OF CONSUMER
  4. TOUCHPOINTS: customer actions & interactions with the organization. This is the WHAT the customer is doing;
  5. CHANNELS: where interaction takes place & the context of use (e.g. website, native app, call center, in-store). This is the WHERE they are interacting.
42
Q

Conventional (traditional/”push”) marketing

A

Traditional is a one-sided conversation:

  • Continuous bombardment of marketing messages
  • Can be disruptive if overused or used incorrectly

Examples of traditional media:

  • TV ads
  • Billboards
  • Online ads in search results
  • Direct mail
  • Radio spots
  • Flyers
  • Cold-calling (telemarketing)
43
Q

Successful brands (“inbound” marketing)

A

engage & listen to customers, & then respond in kind with appropriate & timely content.

They create relevant content that attracts customers, rather than just announcing sales or new products

44
Q

Some common ways to use pull, or inbound marketing:

A 
YouTube
blogs
forums
eBooks
online presentations on sites such as SlideShare
Social networks
45
Q

The key drivers that transform commercial communication in the digital environment are:

A
  1. INTERACTIVITY: engaging users, motivate them to co-create content, ads, messages, liking, sharing.
  2. INTEGRATION: blurring the lines of journalistic or entertainment content and commercial messages
  3. PERSONALIZATION: addressing individual consumer by using one-to-one marketing and behavioral targeting based on all forms of data available.
46
Q

Empowered consumers hold the upper hand when it comes to making purchasing decisions

A
  • MORE INFORMED. Can read honest reviews before making purchase decisions.
  • MORE CONNECTED, with friends, family and brands by social networks and Instant messaging
  • HAVE THE WORLD AT THEIR FINGERTIPS, literally. Technology has opened up a global marketplace for consumers.
  • HAVE MORE CHOICES. Small businesses have been able to reach consumers by websites inexpensive to set up and social media
47
Q

content marketing (definition 2)

A

When content meets or exceeds customer expectations, when it solves an issue or teaches the audience something new, when it’s adapted to what the consumer is looking for – we can speak of context marketing.

Integrated Marketing Communications (3 decks)

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