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Data Driven IMC English Ver

FICC inc.
FICC inc.

Communication Planning

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Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing
Overall Marketing Processes
Communication design by applying reverse analysis on attitude change
Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
Background/ Challenge/ Solution
2
Without communication design based on the situation of changing consumer attitude,
the objective of each activation in mass or digital media becomes unclear and it is hard to generate
synergy effect among activities and measure effectiveness for improvement.
Diversity in consumer behaviors and minds makes marketing communication complicated. Flooded with
marketing activities, it is difficult to manage the overall marketing processes based on the right
communication design. It is said that only 5% of marketers in US can predict and manage the situation of
changing consumer attitude.
Establishing a perception flow model grounded in consumer data allows us to accurately capture the
current situation of changing consumer attitude and maximize ROI through visualizing and optimizing
marketing communication.
Solution
Challenge
Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
Comparison with the conventional communication design
3
It is difficult to design the effective communication only with marketers’ subjectivity. This service uses a
fact-based perception flow model backed by consumer data to achieve highly accurate communication
design.
Communication design where roles of each activation
are unclear just by following cases in the previous year or
taking a method-first approach that incorporates trends.
Conventional communication design Data-driven IMC
Communication design where roles of each activation
are clarified by selecting methods according to purpose.
Communication design using a customer journey map
developed under a marketer’s subjectivity.
Communication design using a perception flow model
based on consumer data.
Communication design using a customer journey map
that only describes change of attitudes, not minds.
Communication design using a perception flow model
that integrates perceptions, sensory impulses, KPIs and
touchpoints that promote behavioral changes.
Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
Perception flow model
4
Data-driven IMC employs a perception flow model.
The perception flow model is like a blueprint for marketing communication to manage what kind of
perception change we produce to promote behavioral changes among consumers.
In data-driven IMC, the perception flow model is developed according to consumer data on how they end
up to purchase. Capturing the situation of changing attitudes in a right way allows to clarify proper
communication toward changing consumer perception.
Perception flow model
Consumer research data
セグメントA
無関心
課題認識
行動
解決意向
試用
パーセ
プショ
ン
検討
購入意向
評判形成層
メイン
ターゲット層
推奨者層
満足
再購入
現状
知覚刺
激
推奨
現状
ブランドアイデン
ティティの確立
セグメントB
行動
パーセ
プショ
ン
知覚刺
激
KPI
タッチポイント
(マーケティング施策)
態度変容
ステージ
ターゲット層
Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
Completed perception flow model (example)
5
Segment A
Indifference
Issue
identification
Behavior
Intent for
resolution
Trial
Perceptio
n
Consideration
Purchase intent
Segment that
establishes
reputation
Main target
segment
Endorser
segment
Satisfaction
Repeat purchase
Current situation
Sensory
impulse
Recommendation
Current situation
Establishment of
brand identity
Segment B
Behavior
Perceptio
n
Sensory
impulse
KPI
Touchpoint
(Marketing activity)
Phase of attitude
changes
Target
segment
Develop a comprehensive perception flow model by combining all target segments
for which marketing communication is possible to execute, several segments and
phases of attitude changes. Also describe sensory impulses that promote attitude
changes in order to clarify the current target situation and processes to purchase or
endorsement as a goal.
Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
Use of the perception flow model
6
Based on the brand definition and consumer
perspectives, it is possible to send the message, which
can be spontaneously received by consumers, instead of
forcing to do so.
Visualizing behaviors, perceptions and sensory impulses
helps clarify a relation among activities, thus, briefing to
several agencies and coordination between pertinent
companies are streamlined.
Visualizing the entire phases of attitude changes
enables to clarify roles of each activation, and synergy
and supplementary effects among activities improve
ROI.
Perception model
セグメントA
無関心
課題認識
行動
解決意向
試用
パーセ
プショ
ン
検討
購入意向
評判形成層
メイン
ターゲット層
推奨者層
満足
再購入
現状
知覚刺
激
推奨
現状
ブランドアイデン
ティティの確立
セグメントB
行動
パーセ
プショ
ン
知覚刺
激
KPI
タッチポイント
(マーケティング施策)
態度変容
ステージ
ターゲット層
Visualizing touchpoints and KPIs by phase of attitude
changes allows quantitative assessment of the
marketing plan and to find areas for improvement and
corrective actions.

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Data Driven IMC English Ver

  • 1. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL Data-driven IMC for Visualizing Overall Marketing Processes Communication design by applying reverse analysis on attitude change
  • 2. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL Data-driven IMC for Visualizing Overall Marketing Processes Background/ Challenge/ Solution 2 Without communication design based on the situation of changing consumer attitude, the objective of each activation in mass or digital media becomes unclear and it is hard to generate synergy effect among activities and measure effectiveness for improvement. Diversity in consumer behaviors and minds makes marketing communication complicated. Flooded with marketing activities, it is difficult to manage the overall marketing processes based on the right communication design. It is said that only 5% of marketers in US can predict and manage the situation of changing consumer attitude. Establishing a perception flow model grounded in consumer data allows us to accurately capture the current situation of changing consumer attitude and maximize ROI through visualizing and optimizing marketing communication. Solution Challenge
  • 3. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL Data-driven IMC for Visualizing Overall Marketing Processes Comparison with the conventional communication design 3 It is difficult to design the effective communication only with marketers’ subjectivity. This service uses a fact-based perception flow model backed by consumer data to achieve highly accurate communication design. Communication design where roles of each activation are unclear just by following cases in the previous year or taking a method-first approach that incorporates trends. Conventional communication design Data-driven IMC Communication design where roles of each activation are clarified by selecting methods according to purpose. Communication design using a customer journey map developed under a marketer’s subjectivity. Communication design using a perception flow model based on consumer data. Communication design using a customer journey map that only describes change of attitudes, not minds. Communication design using a perception flow model that integrates perceptions, sensory impulses, KPIs and touchpoints that promote behavioral changes.
  • 4. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL Data-driven IMC for Visualizing Overall Marketing Processes Perception flow model 4 Data-driven IMC employs a perception flow model. The perception flow model is like a blueprint for marketing communication to manage what kind of perception change we produce to promote behavioral changes among consumers. In data-driven IMC, the perception flow model is developed according to consumer data on how they end up to purchase. Capturing the situation of changing attitudes in a right way allows to clarify proper communication toward changing consumer perception. Perception flow model Consumer research data セグメントA 無関心 課題認識 行動 解決意向 試用 パーセ プショ ン 検討 購入意向 評判形成層 メイン ターゲット層 推奨者層 満足 再購入 現状 知覚刺 激 推奨 現状 ブランドアイデン ティティの確立 セグメントB 行動 パーセ プショ ン 知覚刺 激 KPI タッチポイント (マーケティング施策) 態度変容 ステージ ターゲット層
  • 5. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL Data-driven IMC for Visualizing Overall Marketing Processes Completed perception flow model (example) 5 Segment A Indifference Issue identification Behavior Intent for resolution Trial Perceptio n Consideration Purchase intent Segment that establishes reputation Main target segment Endorser segment Satisfaction Repeat purchase Current situation Sensory impulse Recommendation Current situation Establishment of brand identity Segment B Behavior Perceptio n Sensory impulse KPI Touchpoint (Marketing activity) Phase of attitude changes Target segment Develop a comprehensive perception flow model by combining all target segments for which marketing communication is possible to execute, several segments and phases of attitude changes. Also describe sensory impulses that promote attitude changes in order to clarify the current target situation and processes to purchase or endorsement as a goal.
  • 6. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL Data-driven IMC for Visualizing Overall Marketing Processes Use of the perception flow model 6 Based on the brand definition and consumer perspectives, it is possible to send the message, which can be spontaneously received by consumers, instead of forcing to do so. Visualizing behaviors, perceptions and sensory impulses helps clarify a relation among activities, thus, briefing to several agencies and coordination between pertinent companies are streamlined. Visualizing the entire phases of attitude changes enables to clarify roles of each activation, and synergy and supplementary effects among activities improve ROI. Perception model セグメントA 無関心 課題認識 行動 解決意向 試用 パーセ プショ ン 検討 購入意向 評判形成層 メイン ターゲット層 推奨者層 満足 再購入 現状 知覚刺 激 推奨 現状 ブランドアイデン ティティの確立 セグメントB 行動 パーセ プショ ン 知覚刺 激 KPI タッチポイント (マーケティング施策) 態度変容 ステージ ターゲット層 Visualizing touchpoints and KPIs by phase of attitude changes allows quantitative assessment of the marketing plan and to find areas for improvement and corrective actions.
  • 7. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL Data-driven IMC for Visualizing Overall Marketing Processes Execution flow 7 Data-driven IMC provides one-stop support for marketing communication fields, ranging from setting the market with a possibility of business growth, strategy planning by establishing a perception flow model to consulting on marketing activities by using that model. Setting source of business (source of revenue)1 Reproducing the current purchase behavior in the perception flow model according to the online qualitative research 2 Improving accuracy of the present perception flow model based on the online quantitative research 3 Offering consulting on executing activation by using the perception flow model4
  • 8. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL Data-driven IMC for Visualizing Overall Marketing Processes 1. Setting source of business (source of revenue) 8 Fund for purchasing a new product is raised from consumption expenditure. The source of business (source of revenue), as a supplier, is not always the category competitor but may be a beneficial competitor. Therefore we interview with marketing personnel, consider every possibility and set the most potential source of business that leads to business growth through discussion. Category competitor Beneficial competitorTarget product
  • 9. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL Data-driven IMC for Visualizing Overall Marketing Processes 2. Developing the perception model flow 9 (1) Online qualitative research Perform questionnaire researches mainly using open questions for all target groups (mostly users as potential source-of-business) for which marketing communication is possible to execute. (What kind of products were you using before? What made you switch the product?, etc.) (2) Development of separate perception flow sheet Based on research results, develop separate perception flow sheet per target. If the number of the subjects is 100, 100 different perception flows enables to cover all the flow patterns. (3) Perception flow model development at workshop Read all the perception flow sheet, verify and consolidate necessary information to develop a perception flow model backed by facts on consumers. Prepare the perception flow model with client at workshop, while introducing know-how to leverage this flow model. Gain consumer data through online qualitative researches and develop a perception flow model. セグメントA 無関心 課題認識 行 動 解決意向 試用 パ ー セ プ シ ョ ン 検討 購入意向 評判形 成層 メイン ター ゲット 層 推奨者 層 満足 再購入 現状 知 覚 刺 激 推奨 現状 ブランドア イデンティ ティの確立 セグメントB 行 動 パ ー セ プ シ ョ ン 知 覚 刺 激 KPI タッチポイント (マーケティング施 策) 態度変容 ステージ ター ゲット 層
  • 10. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL Data-driven IMC for Visualizing Overall Marketing Processes 3. Improving accuracy of the perception flow model 10 (1) Qualitative research Perform online qualitative researches to improve accuracy of the established perception flow model and calculate KPIs. Then gain data to yield % of the target in each segment, develop persona and prioritize elements in phases of attitude changes as well as numerical data such as conversion rate. Indifference Intent for resolution Consideration Purchase intent Trial Satisfaction Issue identification 40% 30% 45% 10% 5% 10% D. Transition by phase of attitude changes Segment A 25% Segment B 15% Segment D 20% Segment C 40% A. % of the target in each segment Segment C 42 year-old, male, married, 1 child Annual income of ¥6 – 8 million Working at a local bank, living in a suburban city, like traveling B. Persona data of each segment C. Prioritize elements in phases of attitude changes Segment C/ Considerations 1. High cost performance 2. More functional than the product he uses 3. His friends are using 4. Made in Japan and assuring
  • 11. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL Data-driven IMC for Visualizing Overall Marketing Processes 4. Execution consulting based on the perception flow model 11 Clarify which communication activity is insufficient by matching the perception flow model with activation underway. Then provide consulting including proposing feasible activation ideas against insufficient communication, introducing available vendors and developing briefing sheet to request vendors for proposal. Develop briefing sheet to introduce available vendors and make a request for proposal. Editorial ad Movie ad Brand site Present campaign In-store traffic CRM Digital ad serving/ management DMP Indifference Issue identification Intent for resolution Trial Consideration Purchase intent Segment to establish reputation Main target segment Endorser segment Satisfaction Repeat purchase Recommendation Establishment of brand identity Phase of attitude changes Target segment Effectiveness measurement TV/ Radio CM Newspaper/ magazine ad Transit ad / OOH Product placement Tie-up Feasible activation Referral campaign EC site Review site Review siteOffline event Already implemented Feasible
  • 12. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL Data-driven IMC for Visualizing Overall Marketing Processes Deliverables 12 Perception flow model Separate perception flow sheet Feasible activation/available vendor sheet Persona sheet by target segmentBriefing sheet for requesting vendors for proposal Perception flow model as a blueprint for marketing communication based on consumer data. Separate perception flow per target for establishing the perception flow model. Sheet that shows feasible activation and available vendors based on the perception flow model. Briefing sheet that summarizes items necessary to request execution to a vendor. Persona sheet that summarizes demographic and physiographic data by target segment. セグメントA 無関心 課題認識 行 動 解決意向 試用 パ ー セ プ シ ョ ン 検討 購入意向 評判 形成 層 メイ ン ター ゲッ ト層 推奨 者層 満足 再購入 現状 知 覚 刺 激 推奨 現状 ブランドア イデンティ ティの確立 セグメントB 行 動 パ ー セ プ シ ョ ン 知 覚 刺 激 KPI タッチポイント (マーケティング施策) 態度変容 ステージ ター ゲッ ト層