International Marketing Communications
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International Marketing Communications

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Slides accompanying the lecture ’International Marketing Communication’ at Marketing Institute, 02.09.20009. Not self explaining.

Slides accompanying the lecture ’International Marketing Communication’ at Marketing Institute, 02.09.20009. Not self explaining.

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International Marketing Communications International Marketing Communications Presentation Transcript

  • INTERNATIONAL MARKETING COMMUNICATIONS International Marketing Communications
  • INTERNATIONAL MARKETING COMMUNICATIONS International Marketing Communications
  • To start with… International Marketing Communications
  • International Marketing Communications
  • International Marketing Communications
  • International Marketing Communications
  • International Marketing Communications
  • om t.c po gs lo .b ng ndi ra b un International Marketing Communications
  • i nk si el H al tiv es tw International Marketing Communications
  • om .c al tiv es .tw ki in ls he International Marketing Communications
  • r ke ac sw ia ob /t om .c er itt tw International Marketing Communications
  • k or tw ne g in tt o sp nd e tr International Marketing Communications
  • EL H on st er m al /P om .c er itt tw International Marketing Communications
  • ps ho ks or w d an s ar in m se International Marketing Communications
  • 1. IMC – basics 2. Shift in behaviour & Media Revolution 3. Digital & International: Perfect match 4. What next? The future, today International Marketing Communications
  • Finland is global. Globalisation has made the world as international as never before. International Marketing Communications
  • Recession? Business as usual? More sales focused activities, less branding and image communication. Digital Revolution! Smaller budgets! International Marketing Communications
  • Action Desire Awareness International Marketing Communications
  • INTERNATIONAL MARKETING COMMUNICATIONS International Marketing Communications
  • What do you expect? What do you want to know? Questions. 10 min per person/case. International Marketing Communications
  • What do I expect? I am a senior creative strategist working international on a daily basis. I would like you to think international after this day. And that you have a good time. International Marketing Communications
  • IMC basics International Marketing Communications
  • Benchmarks International Marketing Communications
  • Where to find benchmarks? There are great and inspiring cases from each industry. To find the most outstanding international benchmarks, check competitions and events. International Marketing Communications
  • International Marketing Communications
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  • B2B = Boring to Boring International Marketing Communications
  • B2B Same communication rules, different communication tools. International Marketing Communications
  • B2B Also Business people are people. International Marketing Communications
  • International Marketing Communications
  • Communication Strategy International Marketing Communications
  • Doing the right things… vs …doing the things right. International Marketing Communications
  • Communication strategy Marketing Communications is about making choices. Successful Marketing Communications is about making the right choices, especially on an international scale. A communication strategy helps to make the right choices and works as a guide for successful international communication. International Marketing Communications
  • International Marketing Communications
  • RoI = Return on Idea Ideas have potential, they are exciting. Creativity & Optimization. International Marketing Communications
  • IDEA x MONEY = IMPACT International Marketing Communications
  • Communication strategy A communication strategy is a guide for successful international marketing. The communication strategy includes media strategy and content strategy for different markets, with the goal to create impactful marketing solutions for different brand contexts. The communication strategy is clustering markets into scenarios and displays how to optimize media- & content strategy for these markets. International Marketing Communications
  • International Marketing Communications
  • Scenario (Russia 27%)* Hungary 53% Estonia 65,4% Scenario 3 Romania 33% Poland 52% Lithuania 59% Latvia 59% Slovakia 50% Czech 49% Scenario 2 Norway 86% Finland 83% Scenario 1 Denmark 80% Sweden 80% Emerging online market Advanced online market Advanced online market Mature online market Supportive role Integrated role Emancipated role International Marketing Communications
  • Scenario + Display advertising + Display advertising + Geo-targeted* + Search marketing Scenario 3 + Website + Geo-targeted* + Website + Social media + Web 2.0 / 3.0 + Experimental Scenario 2 + Viral + Search marketing + Website + Display advertising + Social media Scenario 1 + Web 2.0 / 3.0 + Viral + Search marketing + Website Emerging online market Advanced online market Mature online market Supportive role Integrated role Emancipated role * Geo-targeted = International activities for many markets, tech-savvy forerunners International Marketing Communications
  • Central vs. Local International Marketing Communications
  • Standardization or Adaptation? Low costs Medium costs High costs Brand No adjustment Medium adjustment Full adjustment International Marketing Communications
  • International Marketing Communications
  • International Marketing Communications
  • Low costs Medium costs High costs Brand No adjustment Medium adjustment Full adjustment International Marketing Communications
  • International Marketing Communications
  • Low costs Medium costs High costs Brand No adjustment Medium adjustment Full adjustment International Marketing Communications
  • International Marketing Communications
  • Low costs Medium costs High costs Brand No adjustment Medium adjustment Full adjustment International Marketing Communications
  • Media revolution International Marketing Communications
  • International Marketing Communications
  • THE GAME IS CHANGING. International Marketing Communications
  • NON STOP. International Marketing Communications
  • CHANGE MEANS OPPORTUNITY. International Marketing Communications
  • International Marketing Communications
  • International Marketing Communications
  • International Marketing Communications
  • WHAT IS THE NEXT BIG THING? International Marketing Communications
  • Digitalization Technology is the driver in media revolution. Everything is digitalized. Even our social networks have been digitalized and turned into a media. Into social media. International Marketing Communications
  • International Marketing Communications
  • International Marketing Communications
  • Digitalization = Internationalization Everything is accessible from everywhere all the time. Everything is transparent. Consumers and Buying Center have more knowledge than ever before. International Marketing Communications
  • International Marketing Communications
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  • International Marketing Communications
  • The old communication model is based on a top-down monologue. Only18% of TV ad campaigns generate positive RoMI. International Marketing Communications
  • 90% of people who can skip TV ads, do. International Marketing Communications
  • ...and only 14% of people trust advertising messages. International Marketing Communications
  • Whereas, 78% of people trust the recommendations of other consumers. It’s personal, interactive, exclusive and relevant. Nielsen ‘trust in advertising’ report, October 2007 International Marketing Communications
  • 12 million articles created by volunteers willing to share, distribute and interact with knowledge. In short, most extensive encyclopedia ever created. International Marketing Communications
  • >100.000.000 million videos stored. A billion views per day. Ten hours of fresh content uploaded every minute. No traditional broadcast media can reach to these numbers. International Marketing Communications
  • over 3million accounts. Over 5million visits during September 2008. Exponentially growing platform for corporate, administrative and public figure news feed and communication portal with the general public. (Amazon, Barack Obama administration, Cisco Systems, Jet Blue, Whole Foods and Lupe Fiasco. International Marketing Communications
  • 100million pageviews a month. The social shopping site, Polyvore, gathers together the global online fashion community to share, inspire and guide fellow shopaholics to find the perfect look. Polyvore acts as an open-source online marketplace, where users drive the traffic to various types of retailers. International Marketing Communications
  • International Marketing Communications
  • Over 10 million members. Xbox 360 video console hosts 10 million members in its online gaming network, Xbox Live. Players are capable of playing together a massive supply of games, or download films, have a video chat, or even operate MSN Messenger. Further statements have been heard that the Live network will expand across various other future platforms. International Marketing Communications
  • over 300.000 page views a month. 700 user generated designs battle every week for the love of the community. The crowd-sourcing T-shirt company operates on the basis of user-generated T-shirt graphics, which are ranked by the loyal consumer community. It has been one of the most followed start-up companies in 2008 for its outstanding social media engagement and over flowing cash register with 9 million net profits. International Marketing Communications
  • As of June, 108 million avatars have been registered in the virtual social networking site, Habbo. Average of 8million unique monthly visitors and 75 thousand new profiles every day. International Marketing Communications
  • International Marketing Communications
  • Welcome to the future International Marketing Communications
  • 73% of active online users have read a blog Source: Universal McCann comparative study on social media, April 2008 International Marketing Communications
  • 39% Subscribe to RSS Feeds International Marketing Communications
  • 57% Have joined a social network International Marketing Communications
  • 83% have watched online videos International Marketing Communications
  • Great storytelling & drama + social media = Susan Boyle. Great brand (eurovision) + mass media = Alexander Rybak International Marketing Communications
  • Transparency International Marketing Communications
  • International Marketing Communications
  • Transparency People travel more. The internet. You can’t fake it… International Marketing Communications
  • Digital & International Perfect match International Marketing Communications
  • Digital Strategy International Marketing Communications
  • International Marketing Communications
  • Shocking fact: Marketers are 3 years, ad people 2 years behind average people when it comes to digital proficiency. Were we not once supposed to be cool? International Marketing Communications
  • Digital buzzwords explained Seeding. Share-of-talk. Social media. Conversational tracking. Rich-media advertising. Earned media. Twitter. Buzz. Life casting. Mind casting. Digital asset. Engagement. SEM. SEO. SMO. Love brand. Interruption. Google analytics. Talk value. Owned media. Mobile Marketing. Widgets. Apps. Branding. The big idea. Reach. Viral. E-commerce. Facebook. Bought media. Benchmarks. Best practices. Speedboats. End of control. Social media policy. International Marketing Communications
  • Bought media Owned media Earned media All digital media space All digital media space or All digital media space or or placement we pay for placement we create and action we have to earn own ourselves by non-financial efforts Display advertising Websites Activity in e.g. banners social media Widgets / Apps Paid SEM WoM / Talk value e.g. google E-mail SEO Seeding Pages in social e.g. google networks Strangers Customers Fans High reach, low involvement, Medium reach, medium Low reach, high involvement, short-term activity. involvement, medium-term digital assets which grow in value, activity. long-term activity. International Marketing Communications
  • Process 1 Bought, owned and earned media / Touch points 2 Objectives of digital activities 3 Key target audience and online behaviour 4 Digital Marketing in different market areas 5 Measuring and improving RoMI International Marketing Communications
  • seeding viral films website e-mail banner viral films SEO Convert Assist Connect Social media portal campaign pages SEM rich media International Marketing Communications
  • What’s next? The future, today. International Marketing Communications
  • Business creativity International Marketing Communications
  • From I think to We think. New sourcing methods. Extremely fast communication. Knowledge society. Mass intelligence. Crowd sourcing. International Marketing Communications
  • International Marketing Communications
  • Innovation Marketing International Marketing Communications
  • The power of visionary thinking
  • Innovation Marketing Innovation is the key for any success. Even ’classic’ media must be innovated. We learn to forget. No case is identical, every case deserves an unique approach. International Marketing Communications
  • “In 1963, beer brewer Alfred Heineken and architect John Habraken created the Heineken WOBO (WOrld BOttle) - the "brick that holds beer". Heineken came up with the idea during a visit to the Caribbean where he observed two significant problems: beaches littered with bottles and a lack of affordable building materials. The WOBO was his solution to these challenges. Unfortunately, this environmentally-friendly design failed to take off and was subsequently shelved. We wonder if it would fare better in today's more eco-sensitive climate...?” International Marketing Communications
  • Whopper freakout International Marketing Communications
  • Whopper sacrifice International Marketing Communications
  • Marketing Intelligence International Marketing Communications
  • International Marketing Communications
  • INSIGHTS TRENDS VISIONS MOVEMENTS ATMOSPHERES ATTITUDE IDEAS INNOVATION BUSINESS International Marketing Communications
  • Staying ahead of the game. Gathering, evaluating and structuring global information, generating freshest ideas & insights, turning them into business. That’s what Marketing Intelligence is about. International Marketing Communications
  • WHY! CONTEXT IS KING. BEFORE WE KNOW WHAT TO DO, WE DO NEED TO UNDERSTAND WHY TO DO. International Marketing Communications
  • International Marketing Communications
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  • ideas moods trends knowledge feelings insights best practices innovation thoughts benchmarks change atmospheres visions ? developments tangible results International Marketing Communications
  • The future is already here. It is just unevenly distributed. A fact helping planners to produce tangible results. International Marketing Communications
  • COLORS FASHION LIFESTYLE SOCIETY … microtrends, 6 month to 3 years mesotrends, ca. 5 years macrotrends, ca. 10 years megatrends, decades International Marketing Communications
  • Consumer Social insights insights COLORS FASHION LIFESTYLE SOCIETY … International Marketing Communications
  • Society Lifestyle Living Family Economy Media Business Politics Working Environment Design Entertainment Technology You name it International Marketing Communications
  • Resources and tools International Marketing Communications
  • l tm .h 08 20 k_ oo /b om .c al ir ov .g w w /w :/ tp ht International Marketing Communications
  • Just in case… email tobias@king.fi twitter @tobiaswacker International Marketing Communications