Dr. Atul Thakare shared practitioner's experience in marketing & communications with the management students of Lexicon Management Institute of Leadership and Excellence.
This presentation was developed as a guest lecture for the "Public Relations: History & Society" course in the Public Relations Post Degree Diploma Program at Western Continuing Studies. It addresses what Public Relations and Marketing (& Marketing Communications -MarCom) are and how they differ.
Many professionals and associations define all three terms differently though generally it's acknowledged that all need to be used to engage an audience, specifically a target market. Please feel free to comment with your definition of Public Relations, Marketing and/or Marketing Communications -MarCom.
This presentation was developed as a guest lecture for the "Public Relations: History & Society" course in the Public Relations Post Degree Diploma Program at Western Continuing Studies. It addresses what Public Relations and Marketing (& Marketing Communications -MarCom) are and how they differ.
Many professionals and associations define all three terms differently though generally it's acknowledged that all need to be used to engage an audience, specifically a target market. Please feel free to comment with your definition of Public Relations, Marketing and/or Marketing Communications -MarCom.
I’m on a mission to help entrepreneurs, business owners, companies, and marketers to help a holistic marketing system which is profitable on the long-term.
Advertising
Managing Mass Communication
Advertising Expenditures
Advertising Growth in India
Advertising Campaign
Developing an Advertising Campaign
Media
Sales Promotion
Personal Selling as Promotion
Selling success with Twitter: The FoundationBigCommerce
People who follow you on Twitter are 72% more likely to purchase and 86% more likely to recommend you if their friends are recommending you as well. (Twitter Blog) Those kind of numbers could dramatically impact the success of your store, but in order to make it happen, you need to build the right foundation and take the right actions in Twitter.
In this first part of our educational series with Twitter, we share what this foundation is and what you have to do to build it for yourself, plus offer examples of e-commerce businesses who have used Twitter to grow.
Knowing your customers on Twitter and what they want
Setting goals you can reach and getting results
Attracting and keeping customers
How to spot events and relationships and use them to grow followers and sales
About the presenters:
Anne Mercogliano (@akmercog) leads the integrated marketing efforts for Twitter's SMB ads platform. Her mission is to educate and empower all businesses to find success on Twitter. Prior to this role she was a business and brand strategy consultant for businesses ranging from small start-ups to the top of the Fortune 500 list. Anne has an MBA with a concentration in Strategy and Decision sciences from Duke University's Fuqua School of Business and her BA from Mount Holyoke College.
Heidi Tobias Wong (@htoby) combines over 17 years of experience in traditional, digital and social media marketing with a diverse education and technical background. This unique blend enables her to identify, design and implement strategic marketing solutions for e-commerce SMBs. In her role as Senior Manager of Distance Learning at Bigcommerce (@bigcommerce), Heidi facilitates webinars and workshops focused on helping SMBs incorporate the most beneficial, yet cost-effective technology into their platforms and marketing plans.
Think about motivation and a company’s success as being co-dependent on gamification. It is a creative way to motivate the individual to ultimately compete against their self, their peers and motivate customers to earn rewards/points. The five key components of gamification are developed around five intrinsic motivators — Mastery, Autonomy, Purpose, Progress and Social Interaction. In other words, control, improvement, making a difference, achieving results, and connecting to others/sharing information.
Digital marketing, also called online marketing. It is the process of promotion of brands. Digital marketing helps marketers to connect with potential customers using the digital application. It includes email, social media and other types of digital platforms.
Marketing plays a crucial role in todays world .There are different types marketing like digital marketing ,online marketing ,offline marketing ,visual marketing ,e commerce marketing, Different strategy are used in marketing like firstly we decide to target on audience ,
The syllabus of a fashion management course is designed to give you a holistic and 360 degree view of the industry - a deep insight into the nitty-gritties of a fashion business. Some of the career options in Fashion Business Management include Fashion Product Manager, Fashion Market Manager, Fashion Business Advisor, Chief merchandise Officer , Retail Manager, E-commerce Entrepreneur, Digital & Social Media Marketing, Buyer, Sourcing Agent, Sales and Distribution manager and the like.
I’m on a mission to help entrepreneurs, business owners, companies, and marketers to help a holistic marketing system which is profitable on the long-term.
Advertising
Managing Mass Communication
Advertising Expenditures
Advertising Growth in India
Advertising Campaign
Developing an Advertising Campaign
Media
Sales Promotion
Personal Selling as Promotion
Selling success with Twitter: The FoundationBigCommerce
People who follow you on Twitter are 72% more likely to purchase and 86% more likely to recommend you if their friends are recommending you as well. (Twitter Blog) Those kind of numbers could dramatically impact the success of your store, but in order to make it happen, you need to build the right foundation and take the right actions in Twitter.
In this first part of our educational series with Twitter, we share what this foundation is and what you have to do to build it for yourself, plus offer examples of e-commerce businesses who have used Twitter to grow.
Knowing your customers on Twitter and what they want
Setting goals you can reach and getting results
Attracting and keeping customers
How to spot events and relationships and use them to grow followers and sales
About the presenters:
Anne Mercogliano (@akmercog) leads the integrated marketing efforts for Twitter's SMB ads platform. Her mission is to educate and empower all businesses to find success on Twitter. Prior to this role she was a business and brand strategy consultant for businesses ranging from small start-ups to the top of the Fortune 500 list. Anne has an MBA with a concentration in Strategy and Decision sciences from Duke University's Fuqua School of Business and her BA from Mount Holyoke College.
Heidi Tobias Wong (@htoby) combines over 17 years of experience in traditional, digital and social media marketing with a diverse education and technical background. This unique blend enables her to identify, design and implement strategic marketing solutions for e-commerce SMBs. In her role as Senior Manager of Distance Learning at Bigcommerce (@bigcommerce), Heidi facilitates webinars and workshops focused on helping SMBs incorporate the most beneficial, yet cost-effective technology into their platforms and marketing plans.
Think about motivation and a company’s success as being co-dependent on gamification. It is a creative way to motivate the individual to ultimately compete against their self, their peers and motivate customers to earn rewards/points. The five key components of gamification are developed around five intrinsic motivators — Mastery, Autonomy, Purpose, Progress and Social Interaction. In other words, control, improvement, making a difference, achieving results, and connecting to others/sharing information.
Digital marketing, also called online marketing. It is the process of promotion of brands. Digital marketing helps marketers to connect with potential customers using the digital application. It includes email, social media and other types of digital platforms.
Marketing plays a crucial role in todays world .There are different types marketing like digital marketing ,online marketing ,offline marketing ,visual marketing ,e commerce marketing, Different strategy are used in marketing like firstly we decide to target on audience ,
The syllabus of a fashion management course is designed to give you a holistic and 360 degree view of the industry - a deep insight into the nitty-gritties of a fashion business. Some of the career options in Fashion Business Management include Fashion Product Manager, Fashion Market Manager, Fashion Business Advisor, Chief merchandise Officer , Retail Manager, E-commerce Entrepreneur, Digital & Social Media Marketing, Buyer, Sourcing Agent, Sales and Distribution manager and the like.
www.trinityp3.com
Earlier this year I was invited to guest lecture at the EMBA course at the Sydney Business Sydney Business School, University of Wollongong. The topic title was marketing today and I was interested to know how this group of business executives and tomorrow’s leaders defined marketing.
As Chair of the Australian Marketing Institute, I was surprised at the range of definitions often raised in discussions with members of the institute and the diversity of opinions even on the board.
A Google search of definitions of marketing lead me to this collection of definitions by Heidi Cohen, http://heidicohen.com/marketing-definition/ that are quite comprehensive and I picked through these to identify particular themes on marketing definitions that I used as stimulus for the participants in the EMBA course.
Please don’t get me wrong, I am not suggesting any of these are wrong, I am more interested in the diversity of views on what is the definition of marketing and one that as a profession we are able to rally around if there is any chance to have marketing recognised as a profession in the same way that we recognise lawyers, architects, doctors, accountants and the like.
Perhaps agreement on defining the profession of marketing will be a step in the right direction to answer Mark Ritson’s recent question “Shouldn't an expert in marketing be trained in marketing?”
Here are some of the definitions collated by Heidi Cohen for your consideration. But more importantly I would like to hear your definition by leaving a comment at the bottom. Mine is here too. Right at the end.
NIDM - Was Founded By Shri M.S.Kumar, India's Top Digital Marketing Faculty In the year 2011 with a vision to create Successful Careers in The Digital Marketing Industry, With his expertise and guidance we have trained more than 30,000+ Students, 2500+ Batches, Students from 20+ Countries, Trainees got placed in Top MNC companies in India and guided over 100+ Startups.
Social Media Marketing Mastery - Strategy & Implementation - Slideshare.docxYoroflow
Social media marketing is a digital strategy utilizing social media platforms to promote and market products, services, or brands. It develops relationships with customers and the expansive reach of these platforms to engage with target audiences, cultivate interactions with potential customers, and foster brand recognition.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
2. MAKING AN IMPACT WITH
MARKETING COMMUNICATION
Practically every time you “like” a TV show, article, or a meme on
Facebook, you are participating in an IMC effort!
In today’s marketing environment, promotion involves integrated
marketing communication (IMC).
IMC involves bringing together a variety of different communication
tools to deliver a common message and make a desired impact on
customers’ perceptions and behavior.
2
3. 94%
That’s a big number!
But these many consumers have discontinued
a product/service due to irrelevant promotions
or marketing communication
3
4. I.M.C.
Integrated marketing communication
is the process of coordinating all
this activity across different
communication methods.
A central theme of this definition
is persuasion
4
10. MASS MARKETING TO IMC
10
Identify which tools are the
best fit for the audience and
marketing objectives
Deliver a unified message and
coordinated approach across
these tools.
11. MESSAGE MATTERS:
Express the main idea
Resonate with the audience
Articulate clearly and concisely
11
14. EFFECTIVE MARKETING CAMPAIGNS
▪ Determine the target market
▪ Determine purpose & objectives for the IMC campaign
▪ Set S.M.A.R.T. goals
▪ Define the message
▪ Select marketing communications methods and tools
▪ Determine the promotional mix: which tools to use, when,
and how much
▪ Execute the campaign
▪ Measure results and refine approach
14
15. AIDA MODEL
15
ACTION
AWARENESS
INTEREST
DESIRE
Build awareness to motivate
further action
Generate interest by informing
about benefits; shaping
perceptions
Create desire; move from
“liking” to “wanting”
Take action toward purchasing
Communicating with Target Segments
17. Factors while choosing
MARKETING COMMUNICATION METHODS
17
o Budget
o Timing
o Audience
o Existing Assets & Organizational Strengths
o Advantages of various Marketing Communication Methods
18. ENGAGEMENT STRATEGIES
18
Campaign Strategy Well-suited IMC Tactics, Tools
Interact Social media, events, guerrilla marketing efforts
Engage Word-of-mouth recommendations, viral sharing,
social media
Embrace Brand community, social media, events, sales
promotions, viral sharing
Influence Public relations, thought leadership activities,
personal selling
Convince Case studies, testimonials, comparisons, free trials,
samples
Educate Advertising, thought leadership activities, public
relations, website and other content marketing
Inspire Testimonials, guerrilla marketing, events,
advertising, case studies
Nurture Email marketing, content marketing, personal selling
22. ▪ A positive and friendly way of
advertising
▪ Unique brand experience
▪ Enhances brand awareness
▪ Increasing your customer base
▪ The collection of user data and
research
▪ Potential of Virality
▪ Lead Generation
22
ADVERGAMING
25. Concept
When you conceptualise your
event, you create the
framework from which it will
grow.
Why you are holding your
event;
Who will be in attendance;
When it will be;
Where it will be;
What will happen at the event.
5 C’s Coordination
When you have your concept, the
planning can begin.
Deciding on a theme
Nailing down a solid budget
Drawing up an itinerary
Searching for a venue
Planning caterers/decorators
Booking
entertainment/speakers/activity
Sourcing equipment
Coordinating transport and
accommodation
Risk assessments & security
Contingency plans
26
26. 5 C’s
Control
Staying in control. Be
sure to keep things
tight and stick to your
plan as far as possible.
Event control also
means managing
supplier and vendor
relationships.
Culmination
In event culmination,
we reach the climax.
The culmination phase
involves
communicating with
suppliers, vendors and
staff, keeping a close
eye on timelines,
monitoring security,
ensuring everything is
set up at the right time,
etc.
Closeout
Closeout extends to
post-event
management, such as
getting feedback from
clients, evaluating your
performance, thanking
attendees and staff,
reviewing the budget,
etc. Understand how
you can use the
momentum gained
from it to move
forwards.
27
: persuading people to believe something, to desire something, and/or to do something.
Express the main idea you want people to understand and remember about your offering
Resonate with the audience you are targeting, such that they pay attention and feel what you are saying matters
Articulate clearly and concisely what you need to communicate about: e.g., what you stand for, why you are different, what value you offer, what problems you solve, etc.
Resonate with the audience you are targeting, such that they pay attention and feel what you are saying matters
Articulate clearly and concisely what you need to communicate about: e.g., what you stand for, why you are different, what value you offer, what problems you solve, etc.
Key messages should be:
Concise: Key message statements should be clear and concise, ideally just one sentence long–but not a long, run-on sentence.
Simple: Key messages should use language that is easy for target audiences to understand. You should avoid acronyms, jargon, and flowery or bureaucratic-sounding language.
Strategic: Key messages should differentiate your organization and what you stand for, while articulating the value proposition or key benefits you offer.
Convincing: Messaging should include believable, meaningful information that creates a sense of urgency and stimulates action. Message wording should be decisive and active, rather than passive.
Relevant: Key messages should matter to the audience; they should communicate useful, relevant information that the audience finds appealing not only on a logical or rational level but also on an emotional level.
Memorable: Key messages should stick in the mind, so the impression they make is easy to recall.
Tailored: Messaging must communicate effectively with intended target audiences. This means the messaging should reflect the target audience’s unique needs, priorities, issues, terminology, relationship to the organization, and other distinguishing factors that might help the messaging better communicate with that audience.
Budget: What is the budget for the marketing campaign, and what resources are available to execute it? A large budget can incorporate more expensive marketing communication techniques—such as mass-market advertising and sales promotions—a larger scale, a broader reach, and/or a longer time frame. A small-budget campaign might also be very ambitious, but it would rely primarily on in-house labor and existing tools, such as a company’s Web site and content marketing, email marketing, and social media capabilities. It’s important to figure out how to get the biggest impact from the available budget.
Timing: Some IMC methods and tactics require a longer lead time than others. For example, email and Web marketing activities can usually be executed rapidly, often with in-house resources. Conference presentations and events require significantly longer lead time to orchestrate. It’s important to choose the tools that will make the biggest impact in the time available.
Audience: Effective IMC methods meet audiences where they are. As suggested above, the media habits and behaviors of the target segments should guide marketers’ choices around marketing communication. For example, if you know your target audience subscribes to a particular magazine, visits a short list of Web sites to get information about your product category, and follows a particular set of bloggers, your IMC strategy should build a presence in these media. Alternatively, if you learn that 60 percent of your new business comes as a result of Yelp and FourSquare reviews, your marketing campaign might focus on social-media reputation building and mobile touch points.
Existing Assets and Organizational Strengths: When considering marketing communications and the promotional mix, marketers should always look for ways to build on and make the best use of existing assets. For example, if a company has a physical store or space, how is it being used to full effect to move prospective customers through the sales cycle? If a company has a well-respected founder or thought leader as an employee, how are marketers using this asset to generate interesting content, educate prospects, differentiate the company, and create a desire for their brand, products, or services? Does the organization have a Website and, if so, how does it support each stage of the AIDA model? Organizations should be aware of these strengths and design IMC programs that use them to best advantage. Often these strengths become competitive advantages that competitors cannot easily match or replicate.
Advantages of Various Marketing Communication Methods: Different marketing communication methods lend themselves to particular stages of the AIDA model, push vs. pull strategies, and ways of interacting with customers.
Informative Advertising creates awareness of brands, products, services, and ideas. It announces new products and programs and can educate people about the attributes and benefits of new or established products.
Persuasive Advertising tries to convince customers that a company’s services or products are the best, and it works to alter perceptions and enhance the image of a company or product. Its goal is to influence consumers to take action and switch brands, try a new product, or remain loyal to a current brand.
Reminder Advertising reminds people about the need for a product or service, or the features and benefits it will provide when they purchase promptly.
A positive and friendly way of advertising: Users have the choice to download and play the game and thus view it as a positive exposure to a brand or product.
Unique brand experience: The game is developed around your firm’s brand and this is deeply integrated within it, which allows providing the customer with a more intense and special experience of the brand.
Enhances brand awareness: Players of video or mobile games are much more focused and concentrated and thus by subtly placing your brand and products within the game, you are able to increase this awareness. Also, you are able to tell a story about your brand or a new product or strategy you want to promote.
Increasing your customer base: Whilst the game will attract existing customers and build better relationships with those, it can also attract new customers who might enjoy the game to such an extent that they will turn into a loyal customer.
The collection of user data and research: Games usually require the player to register to login and this can provide your firm with email addresses and other data of customers. Also, you are able to test new things within the game such as polls and see whether it might be valuable.
Potential of Virality: Through providing customers with the possibility to share the game online and using online scoreboards on social media, advergames may go viral. This is simple and cheap e-WOM (word of mouth) for your brand!
Lead Generation: Through advergames, you can also increase your leads, as customers are attracted to your website and this will also help to increase your website traffic.