Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
F0015
Marketing Communications

Tuija Marstio
30.1.2014

1
https://www.youtube.co
m/watch?v=zn1F-lzoP08
”You cannot not communicate”

The word communication is based on a latin word an
”communis”. Communis means common. The
ob...
What is marketing communication about?
http://www.youtube.com/watch?v=xBIVlM435Zg
(Seth Godin: Slice of bread and other ma...
Marketing communication =
Goal-oriented communication through which I
want to sell you my ideas, my services or my
product...
What marketing
communication used
to be like?
CONSUMER EXPERIENCES
E.g.TIGI hair styling products:
SPOIL ME: Give in to your cravings – now!
Pamper yourself with this s...
New Challenges
Customer's energy level,
from ignorance
to passion

Customer
expectations

4E
Significance of
emotions

(To...
Customer Relationship Dynamics

Customer
relationships
begin for a
reason!

Customer
relationships end
for a reason!
Custo...
Perfect Customer Relationship
- Don’t Sell, Make Buying Easy

Failed customer relationship
Perfect Customer Relationship

...
- It took 100 -120 years to build the
telephone red; it has taken 10 years to
build the wireless telephone connections
- R...
The way to go about marketing is changing…

Interrupting the client
Pushig the messages through
The decision making proces...
• 40% of the SMEs don’t have a webpage in
Finland
(Taloustutkimus, 12/2012)

• 80% of Finns look for information in
intern...
Social networks information assessed:

1. Who told us
2. When we were told
People respond to social interactions better
th...
Influences of digitalisation in business

1. Way of doing purchases
Points of purchase
2. The way product information spre...
Case Rye bread: brand renovation
• https://www.youtube.com/watch?v=5XK9Wh_hEL8

• Families > + young people
Active partici...
Benefits of digitalization for the seller

• Cost savings
• Marketing and two-way communication
• Customer relationship ma...
The benefits of the digitalization for the
client

• Easiness to find information and to buy
online
• Two-way communicatio...
A revised marketing model, online

•
•
•
•

Content
Context
Connection
Community

Sisältö
Konteksti
Yhteys
Yhteisö
Objectives of marketing communications
• Basic Objectives:
• Inform
• Persuade
• Remind
To Alter Demand

To influence
beha...
Promotion and the Demand
Curve
Promotion efforts
may be targeted to
increase the demand
for the firm’s products
(kysynnän ...
Promotion and the Demand
Curve
Promotion efforts may be
targeted to make demand
for the firm’s products
more inelastic and...
Promotion and the Demand
Curve
Price

D
D

Quantity

Promotion efforts may be
targeted to both increase
demand for the fir...
The ladder of effects
Purchase

Conviction
Preference
Liking
Knowledge
Awareness
Brand ignorance

(Blythe, Marketing Commu...
Hierarchy of Effects Model
• The “think, feel, do” model:
• First, consumers become aware of and learn about a
product (th...
Viestinnän vaikutushierarkiamalli AIDA
Purchase
Conviction
Preference
Liking
Awareness

Knowledge

Awareness
Attention
Cog...
Process of engagement online
Target group
size

Target group
size

AIDA

Time

(Keskinen & Lipiäinen, 2013)

FIGA

Time
Ladder of Engagement Model
Products

Brands
Ads
Discussions
Ideas
Reviews
Ratings

( PR Smith & Ze Zook, 2011)
Integrated marketing communication
= A WELL BALANCED BLEND OF THE M.MIX WHICH REPEATS
THE SAME MESSAGE THROUGH DIFFERENT C...
Benefits of integrated marketing
communications

Synergy: sender & receiver of the message
The strategic decisions of mark...
Selecting the channels for marketing
communications
Webpages
Social media
Search engines
Traditional media
Fairs
Catalogue...
How the importance of promotional elements
varies during the consumer’s purchase decision
Importance of promotional tool

...
References:
D.Amerland, 2011: Online Marketing Help;
J. Blythe,2006: Essentials of Marketing Communications;
C. Hackley, 2...
Introduction, marketing communications
Upcoming SlideShare
Loading in …5
×

Introduction, marketing communications

1,549 views

Published on

Lecture given to a group of bachelor students in spring 2014, first session on marketing communications

Published in: Business, Technology
  • Be the first to comment

Introduction, marketing communications

  1. 1. F0015 Marketing Communications Tuija Marstio 30.1.2014 1
  2. 2. https://www.youtube.co m/watch?v=zn1F-lzoP08
  3. 3. ”You cannot not communicate” The word communication is based on a latin word an ”communis”. Communis means common. The objective of communication is to create a shared understanding (Vuokko, 2003) Communication is about exchanging ideas and information. It is about behaviour. (Osmo A. Wiio:Johdatus viestintään, 1994)
  4. 4. What is marketing communication about? http://www.youtube.com/watch?v=xBIVlM435Zg (Seth Godin: Slice of bread and other marketing delights) • Ideas that spread win • The world does revolve around me • I want to get me-mail, not email • Efficient marketing communication: it is remarkable, worth making remark about
  5. 5. Marketing communication = Goal-oriented communication through which I want to sell you my ideas, my services or my products The tasks of marketing communications 2/3/2014 Laurea-ammattikorkeakoulu 5
  6. 6. What marketing communication used to be like?
  7. 7. CONSUMER EXPERIENCES E.g.TIGI hair styling products: SPOIL ME: Give in to your cravings – now! Pamper yourself with this smoothing, anti-static frizz remover, which.... COCKY: For hair that's full of itself! --- It's attitude in a tube!
  8. 8. New Challenges Customer's energy level, from ignorance to passion Customer expectations 4E Significance of emotions (Tore Strandvik 2008, CERS) Customer experiences rather than consumption
  9. 9. Customer Relationship Dynamics Customer relationships begin for a reason! Customer relationships end for a reason! Customer relationships continue for a reason! Customer relationship We Customer relationship Others
  10. 10. Perfect Customer Relationship - Don’t Sell, Make Buying Easy Failed customer relationship Perfect Customer Relationship Difficult to come Easy to come Pity to leave Nice to stay Easy to leave Unpleasant to stay
  11. 11. - It took 100 -120 years to build the telephone red; it has taken 10 years to build the wireless telephone connections - Radio took 40 years to reach 50 million users; TV took 13 years, the internet 4 years, the iPod 3 years, Facebook 1 year and the iPhone less than a year to get 100 million users - It used to take two generations to build a major brand; now it takes 1-2 years (PR Smith & Ze Zook, 2011)
  12. 12. The way to go about marketing is changing… Interrupting the client Pushig the messages through The decision making process Mass media
  13. 13. • 40% of the SMEs don’t have a webpage in Finland (Taloustutkimus, 12/2012) • 80% of Finns look for information in internet to support their purchasing desicion • Boston Consulting Group study: Use of digital services in OECD countries - Finnish consumers rank 2nd in use of digital services and in pruchasing in internet stores - Finnish companies rank 17th
  14. 14. Social networks information assessed: 1. Who told us 2. When we were told People respond to social interactions better than we do to cold, hard data (D.Amerland, 2011)
  15. 15. Influences of digitalisation in business 1. Way of doing purchases Points of purchase 2. The way product information spreads 3. The way of using the products 4. Competition 5. Products (Hakola & Hiila, 2012)
  16. 16. Case Rye bread: brand renovation • https://www.youtube.com/watch?v=5XK9Wh_hEL8 • Families > + young people Active participation in social media: FB, Instagram: share your recipes + TV-campaigns, outdoor advertising, advertorials, sponsoring • ”We want to meet the clients online, at home, on the streets, everywhere” (Kauppalehti: 13.1.2014)
  17. 17. Benefits of digitalization for the seller • Cost savings • Marketing and two-way communication • Customer relationship management Ability to send out messages which have inmediate marketing impact (Merisavo & al, 2006, Amerland, 2011) Ability to receive messages that have inmediate marketing value
  18. 18. The benefits of the digitalization for the client • Easiness to find information and to buy online • Two-way communication • Personalization • Trust To what extent the communication is bidirectional? (Merisavo & al, 2006)
  19. 19. A revised marketing model, online • • • • Content Context Connection Community Sisältö Konteksti Yhteys Yhteisö
  20. 20. Objectives of marketing communications • Basic Objectives: • Inform • Persuade • Remind To Alter Demand To influence behavior
  21. 21. Promotion and the Demand Curve Promotion efforts may be targeted to increase the demand for the firm’s products (kysynnän lisääminen) Price Quantity
  22. 22. Promotion and the Demand Curve Promotion efforts may be targeted to make demand for the firm’s products more inelastic and so more resistant to countermoves by the competition Price D1 D2 Quantity (hintajousto jäykemmäksi)
  23. 23. Promotion and the Demand Curve Price D D Quantity Promotion efforts may be targeted to both increase demand for the firm’s products and to make demand more inelastic (kysynnän lisäys ja samalla hintajousto jäykemmäksi)
  24. 24. The ladder of effects Purchase Conviction Preference Liking Knowledge Awareness Brand ignorance (Blythe, Marketing Communications, 2000)
  25. 25. Hierarchy of Effects Model • The “think, feel, do” model: • First, consumers become aware of and learn about a product (think) • Then develop a positive or negative attitude about it (feel) • Ultimately move to purchasing it (do) • Thinking steps: -awareness, knowledge • Feeling steps: -liking, preference • Doing steps: -conviction, purchase
  26. 26. Viestinnän vaikutushierarkiamalli AIDA Purchase Conviction Preference Liking Awareness Knowledge Awareness Attention Cognitive (Thoughts) Interest Desire Affective (Feelings) Action Conative (Intention)
  27. 27. Process of engagement online Target group size Target group size AIDA Time (Keskinen & Lipiäinen, 2013) FIGA Time
  28. 28. Ladder of Engagement Model Products Brands Ads Discussions Ideas Reviews Ratings ( PR Smith & Ze Zook, 2011)
  29. 29. Integrated marketing communication = A WELL BALANCED BLEND OF THE M.MIX WHICH REPEATS THE SAME MESSAGE THROUGH DIFFERENT CHANNELS ORGANISAATIO SUUNNITTELEE MARKKINOINTIVIESTINTÄNSÄ SITEN, ETTÄ KAIKKI ELEMENTIT OVAT YHDENMUKAISIA JA TUKEVAT TOISIAAN. Starting point: The receiver of the message does not make difference of the sources of the information (Vuokko, 2003)
  30. 30. Benefits of integrated marketing communications Synergy: sender & receiver of the message The strategic decisions of marketing shared by all marketing communication instruments Less overlapping in planning Operational efficiency Cost savings Fitting the image and actions together (Vuokko, 2003) ”Less is more ”
  31. 31. Selecting the channels for marketing communications Webpages Social media Search engines Traditional media Fairs Catalogue marketing • Direct marketing  • • • • • (KL 5.4.2011) Everybody Different target groups Everybody Campaigns, reminder ads B2B Everybody Existing clients
  32. 32. How the importance of promotional elements varies during the consumer’s purchase decision Importance of promotional tool High Low Personal selling Sales promotion Public relations Advertising Prepurchase Purchase Postpurchase Stage of consumer’s purchase decision
  33. 33. References: D.Amerland, 2011: Online Marketing Help; J. Blythe,2006: Essentials of Marketing Communications; C. Hackley, 2010: Advertising and Promotion; I.Hakola & I. Hiila,2012: Strateginen ote verkkoon; T.Keskinen & J. Lipiäinen, 2013: Asiakkaan matkassa; K. Lindberg-Repo, 2005: Asiakkaan ja brändin vuorovaikutus; PR Smith & Ze Zook, 2011: Marketing Communications; P. Vuokko, 2003: Markkinointiviestintä – merkitys, vaikutus, keinot; Tore Strandvik/Corporate image seminaari 2008 34

×