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Integrated Marketing Communication from Tactic to Strategy

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Integrated Marketing Communication from Tactic to Strategy …

Integrated Marketing Communication from Tactic to Strategy
by Olof Holm

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  • 1. > > Integrated Marketing Communication Strategy Integrated Marketing Communication: from Tactic to Strategy Olof HolmStockholm University School of Business, Stockholm, Sweden
  • 2. IMC: form Tactic to StrategyPurpose p To identify obstacles to further developing IMC y p g from tactics to strategy. >> Integrated Marketing Communication Strategy
  • 3. IMC: form Tactic to Strategy (con’t) (con’t)Methodology gy • A review of relevant literature during the 1990s g • A study of four large Swedish companies. >> Integrated Marketing Communication Strategy
  • 4. IMC: form Tactic to Strategy (con’t) (con’t)Introduction • IMC became a real hot topic in the field of marketing • IMC has influenced thinking and acting among companies, all facing the realities of competition in an open economy. by Caywood et al., 1991; Miller and Rose, 1994; Kitchen and Schultz, 1997, 1998, 1999 >> Integrated Marketing Communication Strategy
  • 5. Introduction Marketing Budgets for 20 years ago Other, 25% Advertising, 75% Advertising Other by Kitchen, 2003 >> Integrated Marketing Communication Strategy
  • 6. Introduction (con’t) (con’t) Marketing Budget for Today g g y Advertising, 25% Trade Promotion, 50% Consummer  Promotion, 25% Trade Promotion Consummer Promotion Advertising by Kitchen, 2003 >> Integrated Marketing Communication Strategy
  • 7. Introduction (con’t) (con’t)The allocation of communication budgets away frommass media and traditional advertising has obviouslypromoted IMC in recognition and importance foreffective marketing >> Integrated Marketing Communication Strategy
  • 8. Introduction (con’t) (con’t)75%75% 25% 25% >> Integrated Marketing Communication Strategy
  • 9. The emergence of IT has fundamentally changed• The media landscape• Contributed to an extensive deregulation o markets Co bu ed o a e e s ve de egu a o of a e s• Individualized patterns of consumption• Increased the segmentation of consumer tastes and preferences by Eagle and Kitchen, 2000; Kitchen, 2003 >> Integrated Marketing Communication Strategy
  • 10. The Correct Position of the Company Business Organization Environment p Concepts External Internal Identity Profile ImageOpportinuties Threats Strengths Weaknesses >> Integrated Marketing Communication Strategy
  • 11. How internet influences industry structure competition migrates to price differences among competitors are reduced red ced reduced b i t entry shifts power t suppliers d d barriers to t hift to li geographic market widens increasing end-users bargaining power is increased the number of competitors through reduced switching costs Internetnew substitution threats are created difficult to keep internet applications by the proliferation of internet from new entrants standardization of products the internet can expand the market reduces differentiation by making the industry more efficient traditional powerful channels are eliminated Porter (2001) >> Integrated Marketing Communication Strategy
  • 12. The IT - revolution >> Integrated Marketing Communication Strategy
  • 13. The Consequences of the IT - revolution• The three communication systems were separate separate.The IT- revolution has made a total communicativeintegration. >> Integrated Marketing Communication Strategy
  • 14. The Consequences of the IT - revolution >> Integrated Marketing Communication Strategy
  • 15. The Consequences of the IT - revolution Telephony Television Industry Industry Computer Industry >> Integrated Marketing Communication Strategy
  • 16. The Level of Communication Management Strategic Level Advertising Agencies and  Tactic Level Account Executives  Operational L O ti l Level l >> Integrated Marketing Communication Strategy
  • 17. The Level of Communication ManagementOn a tactical level marketing g The communication is handled by p y professionally skilled y account executives, art directors and copy directors with very limited competence and experience f strategic li i d d i from i management. >> Integrated Marketing Communication Strategy
  • 18. Compare the Education Program Communication Theory  Strategic Management 3%100%80%60% 90% 97%40%20% 10% 0% Tactic Level Strategic Level >> Integrated Marketing Communication Strategy
  • 19. Tactical Strategic Level Leadersh hip 10% Strategic Management c Copy mer Consum Behavior Advertis sing 90% Media Art nication Theory Commun Subjects 3% Methodo ology Strategic Planning c Applied Management al Financia Analysis 97% Marketin ng Politics Economiics Compare the Education Program by Subjects Total 100% 100%>> Integrated Marketing Communication Strategy
  • 20. The Problems of Communication how accurately the symbols of Level A Technical communication can be transmitted.how precisely the transmitted symbols how effectively the received meaningconvey th desired meaning. the d i d i Communication does affect conduct in the desired way Problems Level B Level C Semantic Effectiveness by Warren (1949) >> Integrated Marketing Communication Strategy
  • 21. Why has communication to movefrom tactics to strategy ?• Fast technological advancement• A rapidly globalizing• Deregulations of markets• Individualization of consumption patterns >> Integrated Marketing Communication Strategy
  • 22. Conclusion• A majority of fi h remained on a llevell j i f firms have i dmainly dealing with tactical coordination ofpromotional elements very few, a handful havemoved to financial and strategic integration integration. >> Integrated Marketing Communication Strategy
  • 23. Conclusion (con’t)• Diff educationall cultures might be an Different d i l ihbessential obstacle to move IMC from tacticsto strategy >> Integrated Marketing Communication Strategy
  • 24. Conclusion (con’t)• O l strategically oriented IMC can h l Only i ll i d helpbusiness to move forward. >> Integrated Marketing Communication Strategy
  • 25. IMC: form Tactic to StrategyThank YouTha k Y >> Integrated Marketing Communication Strategy
  • 26. Presented by Onion Head Siriporn Pongvinyoo p g y mrkokung@hotmail.com >> Integrated Marketing Communication Strategy