360-degree Marketing vs. Integrated Marketing Communications.

360-degree Marketing vs. Integrated Marketing Communications
comparative overview
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Prepared by J. Scherbakova, The Plekhanov Russian Academy of Economics, Moscow 2010

RELEVANCE OF THE TOPIC
Rapid development of technologies
all-absorbing integration
Business world didn’t get enough of 360-degree marketing yet and now Integrated Marketing Communications approach embraced its power to corporations.
Should companies stay sceptic regarding IMC or treat it as upgraded paradigm of sustaining development?
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OUTLINE
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360-degree marketing communications
Mark Blair, Richard Armstrong, and Mike Murphy (“The 360 Degree Brand in Asia: Creating More Effective Marketing Communications”, 2003)
It means bringing a brand to life, using all possible contact points and depends upon establishing a series of collaborative partnerships for the brand
360 Degree communications approach starts with the problem – or the Brand Challenge – and then “finds the media and messages that best answer that problem”
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Traditional marketing mix + online tools
Online tools:
Online Communication.
Quality Content.
High visibility with the help of SEO and SEM.
Social Networking.
PPC (pay per click).
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Coussins Associates
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What seems like millennia ago, there was marketing and then there was Public Relations with a capital P and a capital R. PR meant all of the public that an organisation related to. Marketing focused on customers. And anyone who worked in marketing in those days would have recognised that a large part of this 360 Degree Marketing concept revisits and borrows from that thinking.
Over the past years public relations has begun to be used inter-changeably for press relations and much about how an organisation relates to all of its publics has been forgotten. But there is a part of this that I like to think is new, or at least will serve as a timely reminder.
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OUTLINE
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OBJECTIONS
Schultz&Schultz: “Mass market is dead”
The old assumptions, strategies and tactics for reaching a broad base of people with a single selling message delivered by mass media are no longer valid. Television, once the greatest mass communications vehicle is impotent. The database will prove to be a more powerful marketing tool than television ever was.
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OBJECTIONS
Will Harris Nokia marketing director for the UK:
“360 degree marketing no longer works. Brands should target a few channels instead of applying a campaign across them all”.
CEO of The Ripple Hub, Jean-Phillipe:
“…tailoring channel specific approaches is in not wrong at all, because a single approach across channels does not offer the best efficiency, tailoring allows to make the message more attractive and relevant. “
Think Global act local = Glocal
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OBJECTIONS
Isabella Milgrom, Director of Qualitative Ipsos ASI:
integrated communications were not examined properly yet though the theme is on the air around 15 years. The marks seek to capitalize on these new opportunities for dialogue with consumers. But how? Are there errors to avoid?
Integrated Communication should be implemented to support 360-degree marketing to avoid cacophony and create the real Symphony of the brand.
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OUTLINE
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Integrated Marketing Communications
Don E. Schultz, Heidi F. Schultz early definition (1993)
IMC is the process of developing and implementing various forms of persuasive communications programs with customers and prospects over time.
The goal of IMC is to influence or directly affect the behaviour of the selected communications audience.
IMC considers all sources of brand or company contacts which a customer or prospect has with the product or service as potential delivery channels for future messages.
In sum, the IMC process starts with the customer or prospect and then works back to determine and define the forms and methods through which persuasive communications programs should be developed
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Duncan T. “IMC: Using Advertising and Promotion to Build Brands” (2002)
IMC is different from other customer-centric processes in that its foundation is communication. This is regarded as the centre of all relationships and is envisaged as a circular process as opposed to a linear one. The figure reveals an ongoing, circular process that creates brand value in the form of sales, profits, and brand equity, and there is no starting and stopping related to obtaining, retaining, and growing customers
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Sales, Profits & Brand Equity
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The primary goal of IMC is to affect behaviour through directed communication.
The process should start with the customer or prospect and then work backward to the brand communicator.
IMC should use all forms of communication and all sources of brand or company contacts as prospective message delivery channels.
The need for synergy is paramount with coordination helping to achieve a strong brand image.
IMC requires that successful marketing communications needs to build a relationship between the brand and the customer.
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Several shifts in the advertising and media industry have caused IMC to develop into a primary strategyfor marketers
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OUTLINE
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360 degree MarComvs. IMC
360 degree communications start to loose its positions.
The reasons are concomitant factors such as development of new technologies that not only enabled the emergence of multiple contact points but also changed the consumer behavior in relation to trademarks and zapping infidelity without guilt.
The sacred Trinity (TV / display / radio) does not disappear but is completed with the arrival of these newcomers NewTech: it is not the decline of the classical model, but its transformation: change logic in the digital world.
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integrated communication campaign means taking a step upstream to think and anticipate:
what will be the relevant contact points given the target in question,
the question mark and
the interconnection between the both.
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Integrated Marketing communications shouldn’t implicitly useall possible points of contact, including "fashionable" (due to patterns in this area) but rather provide a thoughtful approach needed to restorea true vision brand.
Richard Branson’s Virgin is one of the most consistent brands available. Whenever you ask consumers what Virgin means to them, you will definitely have a portrait of a brand that is simultaneously very sharp and surprisingly consistent.
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But the core thing is idea of communication, that is rightly called by Anglo-Saxons as “the Big Idea”.
Todaycompanies should put up all efforts to work out the Big Idea, otherwise they will end up with small or no idea at all.
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Integrated communication is a symphony, not a unison chorus.
Each contact point is significant and at the same time it should not promote the same ideas as other contact points.
Undoubtedly everything should be consistent.
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OUTLINE
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Conclusions
Integrated communication is a symphony and it requires the alignment of all the communication tools of the brand to ensure that customers encounter the mark in several contexts.
Only strategically oriented integrated brand communications can help businesses move forward in the highly competitive world of the 21st century.
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Thank you for being interested till the last slide!
P.S. If you have any questions/proposals,
please don’t hesitate to contact me 24/7
y.scherbakova@gmail.com
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360-degree Marketing vs. Integrated Marketing Communications.

by Julia Scherbakova on Mar 01, 2010

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360-degree Marketing vs. Integrated Marketing Communications. — Presentation Transcript