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Digital Diploma Module 7 & 8 Review

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IDM Diploma in Digital Marketing Module 7 & 8 Review August 2009
Introduction Module 7 : Customer relationship management (CRM) Module 8: Integrated marketing comms (IMC) Ideas for Cubeworks from Modules 7 & 8
Module 7: CRM and database technology Technology is only the means to an end: It’s about gaining competitive advantage by: ,[object Object]
Manage less profitable situations better
Identify lifetime value of customers
Improve customer service
Focus marketing on the right customers
Improve effectiveness of marketing comms* ,[object Object]
Module 7: CRM-driven campaign benefits Long-term goal formation Planning power Empowerment of staff Performance appraisal
Module 8: Why integrate marketing comms?
Module 8: Why integrate marketing comms? Reach a range of customer communities Reinforce key message Optimise communications performance The “media-multiplier” effect The four C’s: coherence, consistency, continuity, complimentary
Module 8: Media Neutral Planning (MNP)
Module 8: How to deliver MNP Access to the right talent? Consumer insight at the core? Channel planning? Real media neutrality Campaign evaluation?
Module 8: Key managements tasks to IMC

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Digital Diploma Module 7 & 8 Review

  • 1. IDM Diploma in Digital Marketing Module 7 & 8 Review August 2009
  • 2. Introduction Module 7 : Customer relationship management (CRM) Module 8: Integrated marketing comms (IMC) Ideas for Cubeworks from Modules 7 & 8
  • 3.
  • 4. Manage less profitable situations better
  • 7. Focus marketing on the right customers
  • 8.
  • 9. Module 7: CRM-driven campaign benefits Long-term goal formation Planning power Empowerment of staff Performance appraisal
  • 10. Module 8: Why integrate marketing comms?
  • 11. Module 8: Why integrate marketing comms? Reach a range of customer communities Reinforce key message Optimise communications performance The “media-multiplier” effect The four C’s: coherence, consistency, continuity, complimentary
  • 12. Module 8: Media Neutral Planning (MNP)
  • 13. Module 8: How to deliver MNP Access to the right talent? Consumer insight at the core? Channel planning? Real media neutrality Campaign evaluation?
  • 14. Module 8: Key managements tasks to IMC
  • 15.
  • 16. Special offer e.g. Pharos discount code Press release Campaign PPC Landing page PPC campaign Affiliate campaign e.g. myvouchercodes Email 1 – special offer given early to loyal customers Weekly emails to build urgency 2 months Month one, marketing begins 3 months Special offer code launched