This document provides an overview of marketing communications and integrated marketing communications. It discusses key concepts like the SOSTAC model for developing an integrated marketing communications plan. The SOSTAC model involves performing a situation analysis, setting objectives, developing strategies, creating tactical plans, taking action, and applying controls to monitor and evaluate the plan. The document also outlines the basic elements and benefits of developing a formal communications plan, including identifying target audiences, setting communication objectives, developing message and media strategies, creating implementation schedules and budgets, and measuring results.
Communication project management approach for non govermentals by wycMarek Koziol
Publication about past project of Wrocław Youth Club Association - New communication and new technology pathways for NGO project organized with 14 different Non-Governmental Organizations from all over Europe!
Media planning has evolved into specialised skill in the marketing communication industry , moving away from the conventional support services slot it occupied during the reign of full service agency. Therefore the briefing to utilize or motivate or inspire particular skill sets need to be relooked.
Communication project management approach for non govermentals by wycMarek Koziol
Publication about past project of Wrocław Youth Club Association - New communication and new technology pathways for NGO project organized with 14 different Non-Governmental Organizations from all over Europe!
Media planning has evolved into specialised skill in the marketing communication industry , moving away from the conventional support services slot it occupied during the reign of full service agency. Therefore the briefing to utilize or motivate or inspire particular skill sets need to be relooked.
Integrated Marketing Campaigns: Benefits, Best Practices, and Challenges | En...Enterprise Wired
Integrated marketing campaigns involve the harmonious coordination of various marketing channels and communication methods to convey a consistent and compelling message to the target audience.
Marketing is the activity, set of institutions, and the process of creating, communicating, delivering, exchanging, offerings that’s the value for customer, clients and partners and society of large.
Integrated Market Communication: Unifying Strategies for Powerful Brand Story...Enterprise Wired
In this comprehensive guide, we delve into the concept of integrated market communication, its significance, key components, and strategies for implementation to drive brand consistency and engagement across diverse channels.
Integrated Marketing Communications (IMC) refers to a strategic approach that combines and harmonizes various marketing communication elements to create a cohesive and consistent brand message. It involves integrating different communication channels, such as advertising, public relations, direct marketing, digital marketing, and more, to deliver a unified and seamless brand experience to the target audience.
IMC emphasizes the importance of maintaining consistency in messaging, brand identity, and communication across all channels and touchpoints. By coordinating marketing efforts and aligning messages, IMC aims to maximize the impact and effectiveness of marketing campaigns. This approach takes into account the specific needs and preferences of the target audience, ensuring that the right message is delivered through the right channels at the right time.
The key benefits of IMC include building a strong brand image, improving communication efficiency, enhancing the customer experience, increasing marketing effectiveness, and optimizing cost efficiency. By integrating marketing communications, organizations can create a unified and impactful campaign that resonates with their target audience, strengthens brand recognition, and ultimately drives business success.
Overall, IMC is a strategic framework that helps businesses create a consistent and cohesive brand message, effectively reach their target audience, and achieve their marketing objectives.
Marketing Communications is a predominant part of what is known as the marketing mix. The marketing mix basically defines the 4Ps of Marketing and Promotion. It is the message which an Organization conveys to the market. One needs to be very particular about the different messages that are being conveyed through various mediums for the purpose of Marketing.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
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.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
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
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.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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.
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.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
2. Objectives
1. Understanding the fundamentals of Integrated Marketing
2. Understanding the SOSTAC model
3. Understanding the process of Communications Plan
4. Understanding the benefits of Communications plan
3. Marketing Communications
Marketing Mix from Marketers & Customers’ view
4Ps 4Cs
Product Customer Value
Price Cost
Place Convenience
Promotion Communication
4. From the marketing point of view, communication or the
promotion mix can achieve the following functions:
1. Informing
2. Persuading
3. Reminding
Functions of the Marketing Communications
5. Marketing Communications
Marketing communications is essentially a part of the marketing
mix. The marketing mix defines the 4Ps of marketing, price, place,
product and promotion, and Promotion is what marketing
communications is all about.
MARKETING COMMUNICATIONS has been defined as the
sharing of information, concepts, and meanings about products,
services and the organization that sell them, by the source and
receiver.
6. Marketing Communications
Market communication, that is, messages flow between the firm
which is its source and four main groups of receivers:
1. Consumers
2. Various sales supporting personnel such as wholesalers, retailers and
other middlemen in the marketing system
3. Material and resource suppliers such as financial and governmental
agencies
4. Other members of the distribution channels and the marketing system
not directly under the control of the selling firm, such as advertising
agencies, sales agents and others
7. Consumer Information Processing Model
A consumer processes message or stimuli received,
transforms them into information in the brain and
stores in memory.
8. 1. EXPOSURE: Occurs when a stimulus or message comes within the
range of the individual’s sensory receptor nerves.
2. ATTENTION: Occurs when the stimulus or message activates one or
more sensory receptor nerves and the resulting sensations go to the
brain for processing.
3. INTERPRETATION: It is the assignment of meaning to sensations.
4. MEMORY: stimuli or messages are transformed into information and
transferred through a short-term active component into a long-term
storage component.
Consumer information processing model-
Process
10. Model of Communication Process
Source &
Massage
Transmission
Media
Receivers
Noise
Market Feedback
11. The Evolution of Integrated Marketing
Communication
During the 1980s, many companies came to see the need for more of
a strategic integration of their promotional tools. The process
provides for synergy among the various promotional tools toward
achieving common objectives.
Researchers into this field found that integrated marketing
communication requires firms to develop a total marketing
communications strategy that recognizes how all firm’s marketing
activities, not just promotion communicate with its customers.
Integrated marketing communication seeks to have a company’s
entire marketing and promotional activities project a consistent
unified image to the market place.
12. Integrated Marketing Communications
Integrated Marketing Communications is the strategic, two-way
communication targeted to specific customers and their needs
coordinated through a variety of media.
13. Integrated Marketing Communication
is a Strategic:
It is strategic in that the content and delivery of all messages are
the result of an overall plan.
The result is that messages across all communication channels
work together to create the appropriate position and result in the
right action.
Delivery of messages is synchronized so that synergy can be
reached. That is each element performs various tactical input
aimed at achieving the same objective.
14. Integrated Marketing Communication is a
Two-ways:
Integrated marketing communication is a two-way dialogue between the
marketer and the target audience. Without feedback, marketers may
never really know if anyone is listening. Feedback is shared within the
organization for learning purposes so that the strategy can be adapted to fit
customer’s needs and provide value.
While a single point of communication may be one-way, for example, an
advertisement in a magazine, the point being made for IMC is that, any
communication, such as an advertisement, should be part of, and reflect a
dialogue with customers.
15. Integrated Marketing Communication Is
Meets Customer’s Needs:
Integrated Marketing Communication (IMC) meets the information
needs of the buyer, results in the desired position, and secures the
appropriate action at the right time.
If IMC does not provide value to the buyer, then the buyer will not
participate in the dialogue. IMC seeks the answer to the question
concerning what the buyer wants or needs to know in order to make
the next decision. That decision may be to visit the trade show booth,
or to place an order, or to elevate the marketer to preferred account
status
16. The Integrated Marketing Communications
Strategic Planning Process
Setting Communication Goals
Determining Roles of Each Medium
Creating Messages
Placing Messages in Appropriate Media
Message Results
Make Adjustments in Messages Or Media
18. How are we performing?
What are our distinctive competitive (marketing) advantages?
How effective is our Marketing Mix?
Are we focusing on the best segments with the right type of customer?
Are we using the most appropriate channels for communication and
distribution?
What uncontrollable event(s) or trend(s) can impact my business?
Situation Analysis
Where are we now?
20. Set Objectives
Where Do We Want To Go?
Business Mission?
Business Objectives?
Marketing Objectives - Business Development?
The SMART Test for Objectives
Make sure your objectives are practical and measurable.
Specific (with numbers)
Measurable (to monitor progress and confirm
achievement)
Actionable (can we do it?)
Reasonable (realistically attainable)
Timed (incorporate deadlines)
22. Strategy
How do we get there?
Segmentation - How do we want to divide up the market(s)?
Targeting - Which segments of the market do we wish to focus
upon?
Positioning - How do we want to be perceived in each different
target segment?
24. Tactical Plan
How do we implement the strategy?
Which Communication Tools are we going to use?
How are we going to use them?
What message(s) do we wish to communicate?
Are we being consistent across different tools and messages?
Do we have the necessary resources/budgets?
26. Action Plan
Who, What, When?
Who is going to do what?
When are they going to do it?
What is the resource allocation for the action?
What are the key performance measurements?
How is performance going to be recorded?
28. Control
Keeping track of progress
Do action performance measurements relate to
objectives?
Responsibility for measurement?
Frequency of measurement?
Resources for measurement?
Review of measurements?
Actions on variance?
30. WHO - Audiences and stakeholders
WHAT - Information needs to be communicated
WHEN - Establish deadlines
WHY - Why are you communicating
HOW - Tools and mechanisms
BY WHOM - Assign communications responsibilities
Communications Plan Elements
31. Benefits of a Communications Plan
Proactive
Helps control the agenda
Creates positive image
Avoid embarrassment
Builds trust
Builds confidence with partners
Profiles community for potential investors
32. 1. Identify the Target Audience
2. Develop Communication Objectives
3. Develop Communication Strategies
4. Develop the Message Strategy
5. Select the Communications Mix
6. Develop Communications Activity Schedule
7. Develop the Communications Budget
8. Measure Communications Result
Steps in Developing The Communication Plan
33. Who are you trying to reach with your
communications?
1. Identify the Target Audience
34. What do you want to accomplish through your communications
plan?
2. Develop Communication Objectives
35. What specific strategies will you use to achieve your goals?
What tasks do you need to complete as part of your strategies?
What tools are available to help you meet your goals?
3. Develop Communication Strategies
36. Examples of Communications Tools
News releases
News conferences
Newspaper columns
Mass E-mail updates
Web sites
Blogs
Podcasts/webcasts
Text message blasts
Direct mail
Flyers/posters
Brochures
Annual reports
Speaking engagements
Community meetings
Focus groups
Newsletters
37. Strategy is an idea, a conceptualization of how a goal can be achieved?
Examples of communication strategies
Develop key messages
Prioritize key audience
Identify ways to reach audience
Develop best practices for social media
Define & convey brand & brand value to target audience
Expand marketing reach to engage more people in each target audience
4. Develop the message strategy
39. How do you roll out the implementation?
Create and manage a steady stream of activities.
Ensure coordination in timing and impact.
Build in evaluations before the end of the year.
Be clear on who does what & by when
6. Develop Communications activity Schedule
41. Measure Impact
Use anecdotal as well as quantifiable measurements
Benchmark prior to starting
Identify mix of outputs & outcomes. Outputs are a
measure of your efforts. Outcomes are the changes that
occur.
8. Measure Communications result