2. Evolution of Integrated Marketing
Communications
» Advertising and promotion have been used by organizations for years to
sell goods, services and ideas – however, the marketplace is continually
changing, and traditional strategies are becoming archaic at a rapid pace.
» Competition has increased in both commercial and non-profit spheres.
Consumers have become distrustful of business, new communication and
information technologies have been developed, and organizations have
discovered that it is more profitable to sell to current customers All these
factors are causing traditional promotional practices to become obsolete,
as these are no longer sufficient to achieve organizational objectives.
» Currently, organizations need more effective and efficient ways of
communicating with customers than in the past, largely due to their
increasing knowledge as well as their increasing scepticism.
» Consequently, an increasing number of organizations are starting to
accept the philosophy of Integrated Marketing Communications, not
» only as a tool for effective communication, but often as the only manner to
survive in a marketplace that suffers from information overload.
3. What is driving Marketing
Communications today
Improve employee
productivity
Distributed
workforce
Branding
Competitive
imperatives
Social
networking
Globalization
Outsourcing
4. » Marketing Mix & Approach
» Public Relations
» Industry Partner Program
» Analyst/Advisory Relations
» Strategic Relationship Marketing
» Web Marketing
» Webinar
» Blogging
» Social Networking
» Events/Speaking Opportunities
» Awards
» CSR
What are we going to talk about!
5. » A well crafted Marketing Plan focuses on
effective ‘brand positioning’ which has
the following three primary components –
» It should define your:
» Target Market – locally, regionally, globally
» Business focus – industry segment (s)
» Key value propositions or USP
Positioning is Key!
6. » Marketing mix is a combination of
marketing tools that are used to satisfy
customers and company objectives,
controlled by the 4 Ps - Product, Price,
Place and Promise.
» All elements of sales and marketing must
work in perfect unison so that the
prospective consumer is being sent that
‘One Integrated message’.
» 5 essential components of the marketing
mix are: Fit, Value, Uniqueness,
Sustainability, Credibility
» 4Cs - Consumers, Cost, Convenience,
and Communication, all mandated to
deliver an effective Integrated Brand
Management strategy for an
organization
Marketing Mix
10. PR - a RACE
» Research
» Action
» Communication
» Evaluation
Evolution of PR
Corporate Communications
Public Affairs
Communications
Corporate Relations
Corporate Public Affairs
Unified Communications
NOW -> Integrated Marketing Communications
11. Industry Partner Program
‘Build an Industry Partner program that generates long term profitable revenue globally.
It should enable your company to enter into new markets with service offerings core to
your business strategy’
12. Analyst/Advisory Relations
‘Make Analyst and Advisory Relations a strategic tool in developing your brand globally. It
is useful in creating new business opportunities, reaching out to prospects and supporting
existing client relationships”
13. Strategic Relationship Marketing
‘Develop and strengthen your relationship with clients globally, you must
invest in client focused corporate events and targeted promotional activity
– select Roundtable forums; Breakfast meets; Social meetings; host co-
branded events.’
14. Web (SMART) Marketing
Web Marketing is Highly Targeted, Measurable, Cost Effective and ROI
driven, which allows you to reach your global customer base fast!
You can target by:
City
Country
Gender
Age
Interests
Company
Industry
Job Titles
Search
Websites
Webpage context
Control your cost on:
CPC (cost per click)
CPM (cost per thousand
impressions)
CPA (cost per action)
Measure performance and ROI
Total impressions & clicks
Total email opens & visitors
Total desired actions taken
15. Establishes you as a thought leader and generated good leads. However, they
do Attract Too Many Tire-Kickers
Four Key Steps To Boost Webinar Results And Lead Quality-
» Use Webinars to Educate, Not Sell To, Your Target Audience
» Employ Web 2.0 Tactics To Grab Audience Attention
» Use Pre-Show Activity To Separate Tire-Kickers From Buyers
» Engage With Qualified Attendees During The Webinar — And Right Afterward
Webinars
16. » Highly targeted:
» Advertise on websites that your target audience frequently visits
» Advertise using various formats:
» Text ads, Graphic ads, Animated ads, Peel throughs
» Pay as you like! Never need to exceed your monthly budget:
» Pay per click, or pay per impression
» Target with social media site if applicable to your business:
» Target by Age, Gender, Country, Education, Company
Online Advertising
19. Email Marketing is one of the most effective and powerful tools for
Lead Generation, applicable to every business today!
And why?
• Free & Direct Medium – It is free medium that immediately connects you to
your target market directly
• It is Highly Targeted and Unique
• Highly Measurable – You can measure how many people opened the
email, clicked on links
No-cost Email Marketing
20. Affiliates promote your products and services and drive additional
traffic to your website. You only pay a comission when there is a sale!
Results based Affiliate Marketing
21. For your service / product, let your users do viral marketing or the
‘hard-work’ through word of mouth, email and other brand
promotion tools, e.g. Discount Coupons etc.
Intelligent Viral Marketing
22. Social Networking Websites like Facebook, MySpace, Twitter, and Flickr which were
started as ways for people to keep in touch with their friends and family, share their
latest holiday photos, and post their favorite cute animal videos -- have become
pretty powerful tools for Marketing
Online Social Networks
23. ‘A Weblog is one of the latest and greatest tools for creating a
‘Marketing Buzz’.
And How?
• Blogs have content, distribution, and accelerated frequency – hence great education tool
• Popular blogs have one thing in common; an individual voice. A voice will not only gain readers, but it
keeps them, creating brand loyalty
• Fantastic Credibility through third party promotion. Small In Number But Large In Influence
Are you Blogging yet?
24. Show ‘Thought Leadership’ and educate your prospects by ‘Pre-
selling’ to them with White Papers, Webinars, Case Studies
White Papers, Case Studies:
- For e.g. If you are an IT company you would promote your White Papers and Case Studies on:
Webinars:
- Host ONE Webinar a month
- Promote it through:
- Banner advertising on other related websites through
Google (paid ads)
- Email to prospects and customers ($0, No Costs!)
Collateral Promotion
28. Firms change brand portfolio
Before
the
Web
Turnover
Mass brands: seek new markets
Invest in developing countries.
Low margin, reduce ad spending
More white labeling
Mid-size brands: stronger targeting
Invest in market intelligence.
Low margin, keep ad spending level
More added value through experience
Niche brands: serve communities
Invest in social networks.
Keep ad spending low
Network = experience
Portfolio
