Attendance We currently have 70 students registered in the course I have gotten feedback from some students that they are unable to hear the lectures because of class size On Monday, I met with Zaki Rashidi and discussed breaking the class into equal sessions He will be joining us in class today to help us figure out the best possible day for the second session
Those Not Registered On IGRM Website Syed Wajahat Ali Muhammad Waqas Rehman Agha Maaz Majeed Khan Ravissh Hasan Amber Anwar Utba Asim Bushra Khan Aisha Talpur Irfan Madhani Shelina Shamsuddin Alladin Komal Mirza Muhammad Hussain Narjis Khanum Muhammad Zeeshan Sanghani Reena Kewalramani Nida Ghanchi Samir Noorali Dossani Rafia Alvi Om Parkash Mehreen Fareed Mitra Ghadini Ali ur Rehman Nasir Iqbal Memon Saba Ahmed
Project Overview As part of our Interactive Global & Regional Marketing course, students will be asked to prepare a comprehensive interactive marketing campaign for a domestic Pakistani brand of their choice. The campaigns will bring together all the elements that are discussed in class in a comprehensive manner to deliver what should be a successful campaign. Students will be asked to combine both interactive and traditional marketing formats to assure that their brands are best represented to the consumers allowing for the greatest returns in terms of brand value and sales.
Project Methodology Students will be asked to prepare project status reports that will be submitted to the instructor every two weeks. These project status reports will be used to determine whether the group is on the right track with the campaign planning, strategy, creative and monitoring tools. In addition to the project status reports, students will be asked to take appointments with the instructor to discuss their projects so that guidance can be provided face to face in addition to the written assessments that will be given.
Step 1 ‐ Brand Assessment The Brand Assessment will address the following areas: A basic overview of the brand from a business and consumer point of view. Students will need to define the brand in terms of: Characteristics Value Benefit to consumer Positioning in the market Competitor comparison
Step 1 – Brand Assessment Groups will also need to assess the current marketing position of the brand in terms of traditional and interactive medias. This will require reviewing any advertising that has been done and any interactive campaigns that have been implemented. If the brand has a Facebook page, the group will need to provide a critical analysis of page and determine whether the brand is achieving any value from the page.
Step 1 – Brand Assessment Groups will need to define the scope of work and provide it to the instructor as part of the Brand Assessment so that it is clear what responsibilities each group member has undertaken.
Step 2 – Marketing Strategy This strategy will need to identify how you plan to market the brand to the public, what you expect to achieve from each element of the strategy from new followers on Facebook to increased brand awareness and value. All elements of the campaign must include calls to action that motivate the general public to do something. Each of the calls to action must have a measurement tools included to determine what the actual results will be comparative to the projected results. The Marketing Strategy will also need to address how each media, traditional and interactive, will be integrated to support the brand and the message that the group is attempting to deliver through their campaign.
Step 2 – Marketing Strategy The strategy will also require: Crisis Management Plan that will be used to oversee the brand response to any controversy or customer service issues that arise through the campaign. Campaign Management plan that is monitoring the campaign and the consumer response to determine the effectiveness. Monitoring system that will track all of the activities and assist in determining the overall effectiveness. This monitoring system will also be used to calculate the overall return on investment (ROI) to the brand and the bottom line. Since interactive marketing is a long‐term investment into the consumer and the brand, the group must be planning long‐term, results based, not quick hit advertising.
Step 3 – Project Budget While preparing the budget, make sure that your group includes the costs of traditional media as well as interactive medias. Most failures start at this point with companies unwilling to set a budget and end up overspending on a campaign that doesn’t work or under spending on a campaign that is delivering results.
Step 3 – Project Budget Budgets should include the following: Creative Media Buys (online advertising costs money too) Giveaways & Gifts Promotional Costs (if you are offering discounts, how will it affect the bottom line?) Events Production Costs (things need to be printed and produced make sure to include the cost) Human Resources
Step 4 – Creative & Production This means that everything that is in your strategy should be developed. TVCs and videos should be storyboarded. I will give extra credit to those groups who get a video camera and produce a video along with the storyboard. Creative items must be prepared so that we can see how the visual side of the campaign will be represented. Event plans must be provided, if events are part of your marketing plan. The event plan will include cities, locations and event agendas. Don’t forget promotion and registration of guests if you are offering events in your marketing strategy.
Project Grading You need to look at this project from the point of view that I, as the instructor, am the client and your group will need to explain and convince me that this is the best way to take the brand forward. That means that all the items that you submit for review and final grading must be of a professional standard. If you treat this like a classroom project, your group grade will reflect that. A professional standard means that images will be properly placed on campaign graphics, spelling will be checked, budgets and strategies will be achievable. The more effort your group puts into getting the presentation correct, the better your overall group grade.
Project Grading Additionally, your group projects will be added to the course website to allow your fellow class members to review and provide feedback on where your focus is and how you can further improve the campaign. The comments and feedback will be provided online and students will be graded on their participation in the discussions. Again, this is a marketing course and like any agency, campaigns will be discussed and critiqued but people outside the group.
Questions, Queries & Concerns If you have any questions or problems, please feel free to get in touch with me directly through the following methods: Email: khalid@emagine‐group.com Phone: 0333 229 1234 (If you don’t get me on the phone, please send me an SMS and I’ll call you back)
Traditional/Offline Marketing Focus was to push a message to consumers There was no interaction with the consumer or community other than sales figures The message was developed and controlled by the company All that mattered was what image the company wanted you to believe about their brands and products
Traditional Marketing is …. Newspaper Advertisements Television Commercials & Infomercials Billboards Radio Advertising Brochures & Flyers Promotional Events
What Changed? What Is Still Changing Increased quantity and sources of information Growing computing power and technology available Increased technological ease‐of‐use Distaste with aggressive, disruptive marketing Faster paced lifestyles, shorter attention spans
What is Interactive Marketing? The refined form of pull marketing that brings consumers to brand through conversations, interactions and electronic word of mouth It gives the consumer the ability to craft and control the message Much more creative than traditional marketing It builds real relationships with consumers that provide the brand with insights and understanding of how a product is used We rely more on TECHNOGRAPHICS than demographics
Technographic Segmentation Traditionally market researchers focused on various demographic, psychographic, and lifestyle schemes to categorize and describe similar clusters of consumers as target markets As information and communication technologies emerged as a central focus and defining force in a wide range of occupations and lifestyles, market researchers realized the need for a segmentation scheme based on the role that technology plays in consumers lives Technographic segmentation was developed to measure and categorize consumers based on their ownership, use patterns, and attitudes toward information, communication and entertainment technologies.
Conversations Start With People THERE IS STILL ONE TRUSTED MEDIUM LEFT IN THE WORLD MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT
The Truth About Interactive Marketing It’s not about you, it’s about your audience Strategy must be based on customer behavior The focal point needs to be consumer insight – How can you add value or create a more engaged audience? This is about building a REAL relationship with your customers; customers want credibility
The 4 P’s Have Evolved! Permission enables Proximity is more Perception – Participation – marketers to begin about enabling big Understand the Embrace the idea the dialog with ideas that have vantage point of the that your customers consumers as a scalability at the customer and and prospective true, voluntary local level. understand our customers are relationship perception may not engaged in be 100% accurate conversation that affects you.
Consumers Control The Message Blog PodCast Conversation Video Collaboration
I have a problem I need to solve I want to be better looking I can save the environment I want to be more I need to impress my boss efficient I want to smile I need to I want to know more laugh I want to be entertained I want to be more popular I wish I could do more to help people I want to make my friends laugh
The New Rules of Engagement One‐way communication Brand is dialogue Brand recall is holy grail Customers determine brand value Group customers by demographics Group customers by behavior Content controlled by marketers Enterprise + user‐generated content Virality driven by flash Virality based on content Michelin Guide: expert reviews Amazon: user reviews Publishers control channels Publishers build relationships Top‐down strategy Bottom‐up strategy Information hierarchy Information on demand Emphasis on cost – CPM Invest for growth – Measurable ROI
Leveraging Interactive Media In Marketing Brand Building Lead Generation Research and Development Product or Service Launch Customer Retention Partner and Channel Communications Thought Leadership Internal Communications Media Relations Crisis Management
What Do I Mean When I Say Interactive Marketing?
Search Engine Marketing Paid Search Contextual Advertising Search Engine Optimization Display Advertising Some facts: SEM is the fastest growing form of online marketing 89% of US Internet Users 63% of consumers first look to the internet 82% say search is the most commonly used tool 41% use geographic modifiers 82% of local searchers follow‐up with in‐store visits, phone calls or purchase
Search Engine Optimization Google Algorithm Google Instant Google Places Increased focus on SEO can begin to decrease or eliminate the need for PPC
Search – Leveling the playing field SEO +29% Higher Return PPC
Display/Banner Advertising CPM Rich Media Mobile Behavioral Targeting
Mobile Mobile Websites SMS/Texting Smart Phones Tablets/iPad/Kindles Location Based Marketing“[Google] can make more in mobile than desktop eventually. The reason is because mobile is more targeted.” ~Eric Schmidt
Changing Role of Marketers It’s not about talking at customers and prospects
Changing Role of Marketers It’s about creating & engaging with communities
The Social Technographics Ladder Publish a blog Publish your own Web pages 18% Creators Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services 25% Critics Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki 12% Collectors Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online 25% Joiners Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users 48% Spectators Listen to podcasts Read online forums Read customer ratings/reviews 44% Inactives None of the above Groups include people participating in at least one of the activities monthly.
Understand All The Objectives ADVOCACY AWARENESS By always adding value, Find your target audience your customers will become advocates of your Make them aware of your brand products and services They will pass the word and start the cycle over with others RETENTION By always adding ENGAGEMENT value and more relevance to each Now they know…but do individual, they care? customers will come to you, not your Entice the target’s desire competitors to learn more SEGMENTATION With new data, bucket ACQUISITION customers into different groups You’ve engaged your target, Provide more targeted, relevant they’re willing to exchange communications data, make a purchase, etc.
Listening Learning from what your customers are saying
Talking Two‐way conversation, not just shouting
Energizing Helping your best customers to recruit others
Supporting Enabling your customers to support each other
Embracing Involving customers in your product development
Tools used to accomplish objectives Corporate Typical Appropriate function groundswell objective social applications Listening — gaining insights • Private communities Research from listening to customers • Brand monitoring • Blogs Talking — using conversations • Communities Marketing with customers to promote • Social networking sites products or services • Video or user-generated sites Energizing — identifying • Brand ambassador programs Sales enthusiastic customers and using • Communities them to persuade others • Embeddable “widgets” Supporting — making it • Support forums Support possible for customers to help • Wikis each other Embracing — turning customers • Innovation communities Development into a resource for innovation • “Suggestion boxes”
Manage Expectations Make sure that your organization understands there are no overnight successes To become a viral brand requires a great idea, make sure that you have enough ideas to reject so that you get the great one Attempts to find superficial social success leads brands to create a presence that doesn’t fit brand personality or inappropriate campaigns in the hope that they go viral Don’t be greedy Just because you have thousands of followers or friends, doesn’t mean that they all have something valuable to say Measure. Review. Revise. Getting social media right requires regular review to gauge what works and what doesn’t Once you know what works, revise your social media strategy to achieve results long‐term
Why Do Brands Fail In Social Media? Individuals within the organization work independently of others as what we call silos Organizations fail to do any research or planning to understand what social media is and how it operates Too many organizations believe that social media is about just listening to what others say, rather than being part of the discussion They fail to devise a message for the media making their social media experience seem like an one‐off experiment They don’t take the time to build the strategy to succeed assuring that they will fail