The document discusses integrated marketing communications and trends affecting the field. It defines integrated marketing communications as coordinating all marketing communication tools and avenues into a seamless program. Key trends include an emphasis on accountability, the explosion of the digital arena and integration of media platforms, and a shift in channel power to retailers and consumers. The goal of integrated marketing is to maximize impact through a unified strategy and message across channels.
This document provides an overview of marketing communication strategies and tools. It discusses the objectives of marketing communication as informing, persuading and reminding the target audience. The key elements of the marketing communication mix are described as advertising, promotion, public relations, direct sales. Advertising is elaborated on as the most prominent paid element, with the AIDA model of attracting attention, building interest, creating desire and prompting action. Other marketing communication channels like public relations, sales promotion and personal selling are also summarized along with their objectives and benefits.
The document discusses the role of integrated marketing communications (IMC) in the marketing process. It covers topics like target marketing, segmentation, positioning, the 4 P's of marketing (product, price, place, promotion), and push vs. pull distribution strategies. The overall process involves analyzing markets, identifying customer segments, developing marketing strategies and programs for each segment, and promoting products to final buyers through various communication channels.
Chapter 10 - Crafting the Brand Positioning LorenzoGuinto
1. The document discusses how firms can develop an effective brand positioning in the market by determining their competitive frame of reference, examining competitors' strategies and strengths/weaknesses, and creating a brand mantra.
2. It also addresses how marketers can identify and analyze competition and how brands can successfully differentiate themselves.
3. Additionally, it notes that small businesses must emphasize their brand elements and leverage word-of-mouth due to limited resources.
1. The document discusses advertising management, including choosing an advertising agency, developing an advertising campaign strategy, and creating a creative brief.
2. Key factors in deciding whether to use an in-house advertising team or external agency include the size of the account, budget, objective perspective, and product complexity.
3. Developing an advertising campaign involves analyzing the communications market, setting objectives, allocating the budget, selecting media, and preparing a creative brief outlining the objective, target audience, message theme, support, and constraints.
1. The document discusses developing and managing integrated marketing communications. It covers identifying target audiences, determining communication objectives, designing messages, selecting communication channels, establishing budgets, and measuring results.
2. Key aspects of developing communications include understanding the target group, setting objectives like brand awareness or purchase intention, and designing message strategies and creative executions. Channels may include advertising, personal selling, sales promotion, public relations, and direct marketing.
3. Managing integrated marketing communications requires coordinating different channels to work together synergistically. Setting the communication mix depends on factors like the product, buyer readiness, and stage in the product lifecycle. Measurement compares results to goals to assess communication effectiveness.
Kotler developing pricing strategies and programsJohn Muriango
This document discusses developing pricing strategies and programs. It begins with questions about how consumers evaluate prices and how companies should set and adapt prices. It then covers topics like how the internet has changed pricing, common pricing mistakes, consumer psychology around pricing, estimating costs, competitor price analysis, different pricing methods, selecting a final price, price discounts and changes, and how to respond to competitive pricing changes. The goal is to help companies determine the optimal ways to set, adjust, and manage their prices.
The document discusses various aspects of the creative process in advertising including defining creative strategy and tactics, perspectives on creativity, common creative processes, inputs to the creative process, developing advertising campaigns and slogans, finding major selling ideas through unique selling propositions, brand imaging, inherent drama, and positioning. It also provides examples of long-running advertising campaigns and evaluates Burger King's shifting slogans over the years.
Kotler Keller - Marketing Management 15th edition
Chapter 01 Lecture slide
Made by Korea Institute of Marketing Education
http://www.marketingkorea.org
02-563-0717
This document provides an overview of marketing communication strategies and tools. It discusses the objectives of marketing communication as informing, persuading and reminding the target audience. The key elements of the marketing communication mix are described as advertising, promotion, public relations, direct sales. Advertising is elaborated on as the most prominent paid element, with the AIDA model of attracting attention, building interest, creating desire and prompting action. Other marketing communication channels like public relations, sales promotion and personal selling are also summarized along with their objectives and benefits.
The document discusses the role of integrated marketing communications (IMC) in the marketing process. It covers topics like target marketing, segmentation, positioning, the 4 P's of marketing (product, price, place, promotion), and push vs. pull distribution strategies. The overall process involves analyzing markets, identifying customer segments, developing marketing strategies and programs for each segment, and promoting products to final buyers through various communication channels.
Chapter 10 - Crafting the Brand Positioning LorenzoGuinto
1. The document discusses how firms can develop an effective brand positioning in the market by determining their competitive frame of reference, examining competitors' strategies and strengths/weaknesses, and creating a brand mantra.
2. It also addresses how marketers can identify and analyze competition and how brands can successfully differentiate themselves.
3. Additionally, it notes that small businesses must emphasize their brand elements and leverage word-of-mouth due to limited resources.
1. The document discusses advertising management, including choosing an advertising agency, developing an advertising campaign strategy, and creating a creative brief.
2. Key factors in deciding whether to use an in-house advertising team or external agency include the size of the account, budget, objective perspective, and product complexity.
3. Developing an advertising campaign involves analyzing the communications market, setting objectives, allocating the budget, selecting media, and preparing a creative brief outlining the objective, target audience, message theme, support, and constraints.
1. The document discusses developing and managing integrated marketing communications. It covers identifying target audiences, determining communication objectives, designing messages, selecting communication channels, establishing budgets, and measuring results.
2. Key aspects of developing communications include understanding the target group, setting objectives like brand awareness or purchase intention, and designing message strategies and creative executions. Channels may include advertising, personal selling, sales promotion, public relations, and direct marketing.
3. Managing integrated marketing communications requires coordinating different channels to work together synergistically. Setting the communication mix depends on factors like the product, buyer readiness, and stage in the product lifecycle. Measurement compares results to goals to assess communication effectiveness.
Kotler developing pricing strategies and programsJohn Muriango
This document discusses developing pricing strategies and programs. It begins with questions about how consumers evaluate prices and how companies should set and adapt prices. It then covers topics like how the internet has changed pricing, common pricing mistakes, consumer psychology around pricing, estimating costs, competitor price analysis, different pricing methods, selecting a final price, price discounts and changes, and how to respond to competitive pricing changes. The goal is to help companies determine the optimal ways to set, adjust, and manage their prices.
The document discusses various aspects of the creative process in advertising including defining creative strategy and tactics, perspectives on creativity, common creative processes, inputs to the creative process, developing advertising campaigns and slogans, finding major selling ideas through unique selling propositions, brand imaging, inherent drama, and positioning. It also provides examples of long-running advertising campaigns and evaluates Burger King's shifting slogans over the years.
Kotler Keller - Marketing Management 15th edition
Chapter 01 Lecture slide
Made by Korea Institute of Marketing Education
http://www.marketingkorea.org
02-563-0717
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
This document discusses factors for companies to consider when deciding to enter global markets, including evaluating specific international markets and determining how to enter foreign markets. It covers differences between marketing in developing versus developed countries and how companies can influence perceptions of where their products originate from. The key decisions international companies must make relate to which markets to enter, how to adapt their marketing programs across countries, and selecting the appropriate mode of market entry.
1. The document discusses the integrated marketing communications (IMC) planning process. It outlines the key steps, including conducting a communications market analysis, setting communication objectives, determining the budget, and developing IMC components.
2. The communications market analysis involves competitive analysis, opportunity analysis, target market analysis, customer analysis, and positioning analysis. Market research is also an important part of understanding customers and positioning.
3. Objectives, budget, target markets, and IMC components like advertising, promotions, and media spending all feed into creating an effective IMC program. International considerations are also part of successful globally integrated marketing communications.
Designing and Managing Integrated Marketing CommunicationsChoudhry Asad
This document provides an overview of integrated marketing communications. It discusses key concepts such as the marketing communications mix, communications process models, developing effective communications, and managing an integrated approach. The main points covered are:
1) The marketing communications mix consists of eight major modes of communication, including advertising, sales promotion, public relations, direct marketing, and personal selling.
2) There are macro and micro models of the communications process that marketers should understand to develop effective communications.
3) Developing communications involves identifying the target audience, setting objectives, designing messages, selecting channels, and establishing a budget.
4) Firms must decide how to allocate their marketing budget across the various communication channels and tools.
This document discusses integrated marketing communications (IMC). It defines IMC as coordinating all marketing communication tools and avenues within a company into a seamless program. The document outlines key aspects of IMC including how communication works, steps to develop an IMC plan, and the responsibilities of planning IMC. It also discusses various marketing communication models and mixes, and provides figures to illustrate communication processes, trends impacting IMC, and other relevant topics.
This document provides an overview of theoretical frameworks and types of appeals used in advertising design. It discusses models like the hierarchy of effects model and means-ends theory that can help guide creative design. It also outlines different types of appeals advertisers can use, including fear, humor, sex, music, rationality, emotions, and scarcity. The document examines how each appeal can be effectively employed and considerations around international advertising.
The document discusses the key aspects of advertising campaign management. It covers 1) conducting a communication market analysis including competitive, target market, and media analyses, 2) defining communication objectives such as building brand image or persuading, 3) establishing a communications budget and allocating funds based on objectives and reach/frequency goals, and 4) selecting appropriate media and developing a creative brief to guide message design and ad development.
Organizing for Advertising and Promotion: The Role of Ad Agencies and Other M...Indrajit Bage
This document discusses how companies organize for advertising and marketing communications. It examines the roles of advertising agencies and other specialized organizations that assist with advertising, promotion, public relations, sales, and interactive efforts. The key participants discussed are advertising agencies, in-house agencies, specialized agencies for direct response, sales promotion, public relations, and interactive work. Agency functions like account management, research, media planning/buying, and creative work are also outlined.
This document discusses integrated marketing communications and the promotion mix. It covers topics like advertising, public relations, personal selling, direct marketing and how to develop an effective communications strategy. The key steps in developing communications include identifying the target audience, determining objectives, designing messages, choosing media and selecting message sources. It also discusses setting promotion budgets and creating an optimal promotion mix. The goal is to use various tools to effectively communicate customer value through an integrated approach.
This document outlines chapter 4 of a marketing textbook, which discusses managing marketing information and gaining customer insights. The chapter covers assessing marketing information needs, developing marketing information through various methods like marketing research and customer relationship management, analyzing marketing information, and distributing and using the information. The overall goal is to provide companies with fresh insights into customer needs and wants in order to create more value for customers.
The document discusses market segmentation, targeting, and positioning. It describes identifying distinct customer groups based on needs and selecting target segments. There are several bases for segmenting consumer and business markets such as demographics, behaviors, and firmographics. Effective segmentation results in segments that are measurable, accessible, substantial, and responsive to different marketing strategies. Companies evaluate segment attractiveness based on size, growth, industry forces, and their objectives and resources to determine which target segments to enter.
This chapter discusses company and marketing strategy. It covers strategic planning, defining the company mission and objectives, analyzing the business portfolio, and developing strategies for growth. It also discusses partnering with customers, marketing strategy and the marketing mix, managing the marketing effort through implementation and control, and measuring return on marketing investment. The key aspects covered are strategic planning, market segmentation, targeting, and positioning, and the marketing mix of product, price, place, and promotion.
Designing and managing integrated marketing communicationRohit Kumar
This document discusses integrated marketing communications and the major steps in developing an effective communications program. It defines marketing communications and lists the main communication modes. The major steps in developing communications are identifying the target audience, determining objectives, designing the message, selecting channels, establishing a budget, and measuring results. It also discusses elements of the communications process, developing effective creative strategies, and setting an optimal communications mix.
The document discusses integrated marketing communications (IMC), which is defined as a strategic business process used to plan, develop, execute, and evaluate coordinated marketing communication programs. IMC aims to generate both short-term financial returns and long-term brand value through an integrated approach. Key elements of IMC include advertising, direct marketing, digital/internet marketing, sales promotion, publicity/public relations, and personal selling.
This document outlines key concepts in marketing. It discusses the value of marketing in building demand, brands, and customer loyalty. The scope of marketing is defined as identifying and meeting human and social needs. Core concepts include needs, wants, demands, target markets, positioning, segmentation, value propositions, brands, and marketing channels. New marketing realities include technological advances, globalization, and social responsibility. These forces have empowered consumers and enabled new capabilities for companies. The document also discusses holistic marketing, integrated marketing, relationship marketing, internal marketing, and performance marketing. It concludes with an overview of modern marketing management tasks.
This document discusses integrated marketing communications (IMC), which is defined as strategically coordinating different communication channels to deliver a consistent message to target audiences. It outlines the marketing communications process, which involves situation analysis, setting objectives, budgeting, program development, integration and implementation, and monitoring and evaluation. It also discusses push, pull and combination strategies as well as legal and ethical considerations for different marketing communication elements like advertising, public relations, and direct marketing.
This document outlines a marketing plan presentation for Women In Action. It begins with definitions of marketing and discusses developing a simple marketing plan. It then covers marketing mix strategies including the 4Ps of product, price, place, and promotion. It also discusses the promotional mix of advertising, public relations, sales promotion and personal selling. Other sections address market segmentation, target audiences, SWOT analysis, market research, positioning, branding, and developing a detailed marketing plan. It concludes with emphasizing the importance of tracking marketing results.
This document discusses the components of a modern marketing information system, including internal company records, marketing intelligence activities, and marketing research. It describes useful internal records like sales data, costs, and inventory levels. Marketing intelligence involves obtaining everyday information about the marketing environment from sources like customer feedback sites, blogs, and marketing intelligence collected on the internet. The document also discusses analyzing demand and forecasts through measuring current and potential demand in markets and estimating future demand through various techniques.
This document discusses strategic planning and marketing strategies. It covers developing a mission statement, setting objectives and goals, analyzing business portfolios, and identifying growth strategies. It also discusses partnering with customers and suppliers in a value delivery network. When developing marketing strategies, companies segment markets, target specific segments, and position products. The marketing mix of product, price, place, and promotion is used to appeal to targeted customer segments.
UNIT 1 INTRODUCTION to Digital MarketingRupalNahar1
The document discusses the marketing mix, which refers to the 4Ps of product, price, place and promotion originally proposed by Jerome McCarthy in 1960. It was later extended to the 7Ps to include people, process and physical evidence to better reflect service delivery. Digital media and technology provide many new opportunities to vary the marketing mix and create new routes to competitive advantage. Each element of the marketing mix (product, price, place, promotion, people, process and physical evidence) is discussed in the document in the context of digital implementation.
How digital marketing has transformed marketing What are digital and multichannel marketing Introduction to digital marketing strategy Introduction to digital marketing .
Integrated marketing communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
The Goal is to generate both short-term financial returns and build long-term brand and shareholder value.
NB:
It's not mine, but it could help anyone else
This document discusses factors for companies to consider when deciding to enter global markets, including evaluating specific international markets and determining how to enter foreign markets. It covers differences between marketing in developing versus developed countries and how companies can influence perceptions of where their products originate from. The key decisions international companies must make relate to which markets to enter, how to adapt their marketing programs across countries, and selecting the appropriate mode of market entry.
1. The document discusses the integrated marketing communications (IMC) planning process. It outlines the key steps, including conducting a communications market analysis, setting communication objectives, determining the budget, and developing IMC components.
2. The communications market analysis involves competitive analysis, opportunity analysis, target market analysis, customer analysis, and positioning analysis. Market research is also an important part of understanding customers and positioning.
3. Objectives, budget, target markets, and IMC components like advertising, promotions, and media spending all feed into creating an effective IMC program. International considerations are also part of successful globally integrated marketing communications.
Designing and Managing Integrated Marketing CommunicationsChoudhry Asad
This document provides an overview of integrated marketing communications. It discusses key concepts such as the marketing communications mix, communications process models, developing effective communications, and managing an integrated approach. The main points covered are:
1) The marketing communications mix consists of eight major modes of communication, including advertising, sales promotion, public relations, direct marketing, and personal selling.
2) There are macro and micro models of the communications process that marketers should understand to develop effective communications.
3) Developing communications involves identifying the target audience, setting objectives, designing messages, selecting channels, and establishing a budget.
4) Firms must decide how to allocate their marketing budget across the various communication channels and tools.
This document discusses integrated marketing communications (IMC). It defines IMC as coordinating all marketing communication tools and avenues within a company into a seamless program. The document outlines key aspects of IMC including how communication works, steps to develop an IMC plan, and the responsibilities of planning IMC. It also discusses various marketing communication models and mixes, and provides figures to illustrate communication processes, trends impacting IMC, and other relevant topics.
This document provides an overview of theoretical frameworks and types of appeals used in advertising design. It discusses models like the hierarchy of effects model and means-ends theory that can help guide creative design. It also outlines different types of appeals advertisers can use, including fear, humor, sex, music, rationality, emotions, and scarcity. The document examines how each appeal can be effectively employed and considerations around international advertising.
The document discusses the key aspects of advertising campaign management. It covers 1) conducting a communication market analysis including competitive, target market, and media analyses, 2) defining communication objectives such as building brand image or persuading, 3) establishing a communications budget and allocating funds based on objectives and reach/frequency goals, and 4) selecting appropriate media and developing a creative brief to guide message design and ad development.
Organizing for Advertising and Promotion: The Role of Ad Agencies and Other M...Indrajit Bage
This document discusses how companies organize for advertising and marketing communications. It examines the roles of advertising agencies and other specialized organizations that assist with advertising, promotion, public relations, sales, and interactive efforts. The key participants discussed are advertising agencies, in-house agencies, specialized agencies for direct response, sales promotion, public relations, and interactive work. Agency functions like account management, research, media planning/buying, and creative work are also outlined.
This document discusses integrated marketing communications and the promotion mix. It covers topics like advertising, public relations, personal selling, direct marketing and how to develop an effective communications strategy. The key steps in developing communications include identifying the target audience, determining objectives, designing messages, choosing media and selecting message sources. It also discusses setting promotion budgets and creating an optimal promotion mix. The goal is to use various tools to effectively communicate customer value through an integrated approach.
This document outlines chapter 4 of a marketing textbook, which discusses managing marketing information and gaining customer insights. The chapter covers assessing marketing information needs, developing marketing information through various methods like marketing research and customer relationship management, analyzing marketing information, and distributing and using the information. The overall goal is to provide companies with fresh insights into customer needs and wants in order to create more value for customers.
The document discusses market segmentation, targeting, and positioning. It describes identifying distinct customer groups based on needs and selecting target segments. There are several bases for segmenting consumer and business markets such as demographics, behaviors, and firmographics. Effective segmentation results in segments that are measurable, accessible, substantial, and responsive to different marketing strategies. Companies evaluate segment attractiveness based on size, growth, industry forces, and their objectives and resources to determine which target segments to enter.
This chapter discusses company and marketing strategy. It covers strategic planning, defining the company mission and objectives, analyzing the business portfolio, and developing strategies for growth. It also discusses partnering with customers, marketing strategy and the marketing mix, managing the marketing effort through implementation and control, and measuring return on marketing investment. The key aspects covered are strategic planning, market segmentation, targeting, and positioning, and the marketing mix of product, price, place, and promotion.
Designing and managing integrated marketing communicationRohit Kumar
This document discusses integrated marketing communications and the major steps in developing an effective communications program. It defines marketing communications and lists the main communication modes. The major steps in developing communications are identifying the target audience, determining objectives, designing the message, selecting channels, establishing a budget, and measuring results. It also discusses elements of the communications process, developing effective creative strategies, and setting an optimal communications mix.
The document discusses integrated marketing communications (IMC), which is defined as a strategic business process used to plan, develop, execute, and evaluate coordinated marketing communication programs. IMC aims to generate both short-term financial returns and long-term brand value through an integrated approach. Key elements of IMC include advertising, direct marketing, digital/internet marketing, sales promotion, publicity/public relations, and personal selling.
This document outlines key concepts in marketing. It discusses the value of marketing in building demand, brands, and customer loyalty. The scope of marketing is defined as identifying and meeting human and social needs. Core concepts include needs, wants, demands, target markets, positioning, segmentation, value propositions, brands, and marketing channels. New marketing realities include technological advances, globalization, and social responsibility. These forces have empowered consumers and enabled new capabilities for companies. The document also discusses holistic marketing, integrated marketing, relationship marketing, internal marketing, and performance marketing. It concludes with an overview of modern marketing management tasks.
This document discusses integrated marketing communications (IMC), which is defined as strategically coordinating different communication channels to deliver a consistent message to target audiences. It outlines the marketing communications process, which involves situation analysis, setting objectives, budgeting, program development, integration and implementation, and monitoring and evaluation. It also discusses push, pull and combination strategies as well as legal and ethical considerations for different marketing communication elements like advertising, public relations, and direct marketing.
This document outlines a marketing plan presentation for Women In Action. It begins with definitions of marketing and discusses developing a simple marketing plan. It then covers marketing mix strategies including the 4Ps of product, price, place, and promotion. It also discusses the promotional mix of advertising, public relations, sales promotion and personal selling. Other sections address market segmentation, target audiences, SWOT analysis, market research, positioning, branding, and developing a detailed marketing plan. It concludes with emphasizing the importance of tracking marketing results.
This document discusses the components of a modern marketing information system, including internal company records, marketing intelligence activities, and marketing research. It describes useful internal records like sales data, costs, and inventory levels. Marketing intelligence involves obtaining everyday information about the marketing environment from sources like customer feedback sites, blogs, and marketing intelligence collected on the internet. The document also discusses analyzing demand and forecasts through measuring current and potential demand in markets and estimating future demand through various techniques.
This document discusses strategic planning and marketing strategies. It covers developing a mission statement, setting objectives and goals, analyzing business portfolios, and identifying growth strategies. It also discusses partnering with customers and suppliers in a value delivery network. When developing marketing strategies, companies segment markets, target specific segments, and position products. The marketing mix of product, price, place, and promotion is used to appeal to targeted customer segments.
UNIT 1 INTRODUCTION to Digital MarketingRupalNahar1
The document discusses the marketing mix, which refers to the 4Ps of product, price, place and promotion originally proposed by Jerome McCarthy in 1960. It was later extended to the 7Ps to include people, process and physical evidence to better reflect service delivery. Digital media and technology provide many new opportunities to vary the marketing mix and create new routes to competitive advantage. Each element of the marketing mix (product, price, place, promotion, people, process and physical evidence) is discussed in the document in the context of digital implementation.
How digital marketing has transformed marketing What are digital and multichannel marketing Introduction to digital marketing strategy Introduction to digital marketing .
This document discusses digital marketing strategies and concepts. It covers how digital marketing has transformed marketing through digital devices, platforms, media, data and technology. It also defines digital and multichannel marketing, and discusses paid, owned and earned media. The document introduces key aspects of developing a digital marketing strategy, and applications of digital marketing.
This document provides an overview of key topics in digital marketing, including:
- How digital marketing has transformed marketing by managing digital interactions through various devices, platforms, media, data, and technology.
- Definitions and examples of digital marketing, multichannel marketing, and the differences between e-commerce and digital business.
- Considerations for developing an effective digital marketing strategy that is integrated with other marketing channels.
- Challenges in developing and managing a digital marketing strategy and a framework for the strategy development process.
This document provides an overview of key topics in digital marketing, including:
- How digital marketing has transformed marketing by managing digital interactions through various devices, platforms, media, data, and technology.
- Definitions and examples of digital marketing, multichannel marketing, and the differences between e-commerce and digital business.
- Considerations for developing an effective digital marketing strategy that is integrated across channels to manage the online customer lifecycle.
- Challenges in developing digital marketing strategy and a framework for the strategy development process.
This document discusses digital marketing strategies and concepts. It covers how digital marketing has transformed marketing through digital devices, platforms, media, data and technology. It also defines digital and multichannel marketing, and discusses paid, owned and earned media. The document introduces key aspects of developing a digital marketing strategy, and applications of digital marketing.
This document provides an overview of core marketing concepts and the new marketing realities businesses face. It defines marketing as identifying and meeting human and social needs through creating, delivering, and communicating value. The scope of marketing is broad and includes goods, services, ideas, and organizations. New technologies, globalization, and social media have empowered both consumers and companies by giving them new capabilities. Marketers must now adopt a holistic philosophy to integrate relationships, marketing activities, internal marketing, and financial accountability. Successful marketing management requires developing strategies, understanding customers, building brands, and creating long-term growth.
This document introduces key concepts in marketing. It discusses the importance and scope of marketing, including identifying and meeting human needs. Core marketing concepts are explained such as segmentation, targeting, positioning, and the marketing mix. New marketing realities like technology and globalization are changing how consumers and companies interact. Successful marketing now requires a holistic approach across relationships, integration, internal support, and performance metrics.
This document summarizes key topics from a chapter on enabling business-to-consumer electronic commerce, including:
1) Different types of e-commerce like B2C, C2C, mobile commerce, and e-government models.
2) Strategies for successful business-to-consumer e-commerce like mass customization, new pricing models, and social commerce.
3) Keys to designing effective e-commerce websites and forms of internet marketing.
The document discusses the scope and role of modern marketing. It defines marketing as identifying and meeting customer needs through creating, communicating, and delivering value. The key aspects of modern marketing include relationship marketing, integrated marketing, internal marketing, and performance marketing. Organizations must adopt a holistic and customer-centric approach to succeed in today's new marketing realities shaped by technology, globalization, and social factors. The marketing department plays an important role in building customer value and orienting the whole organization around customers.
WHY ISN’T MIDDLE EAST B2B COMPANIES SOCIAL MEDIA STRATEGY FIRING????Browne & Mohan
This presentation will give you a deeper insight about the Current B2B Social media trends/Challenges in the Middle East. And also provide a sturdy process framework to overcome these challenges.
The document discusses key trends in the Nigerian media and marketing landscape in 2015 and provides strategic imperatives for brands.
1) There is a proliferation of niche TV channels leading to more targeted content and opportunities for brands to associate with specific audiences. Digitalization of TV is also occurring.
2) 2015 is an election year in Nigeria, so there will be high demand for media inventory and harsh payment terms as politicians buy significant ad space. This will impact availability and rates for brands.
3) Factors like increased political clutter, low disposable income, and competition will put pressure on brands' top-of-mind awareness and recall with consumers. Brands must utilize influencers and experiential marketing.
FT: Food and Time is a food delivery platform that allows users to view restaurant menus, pre-order food, and have it delivered to their homes. It aims to save users time by eliminating waits in restaurants and allowing them to browse menus from any vendor online. The target market is college students and young professionals aged 18-40 who value convenience and quality food options. The platform will differentiate itself through its integrated food ordering system and partnerships with local restaurants. It plans to launch promotional strategies using social media, word-of-mouth, and search engine optimization to build an initial user base with limited budget.
- The Evolution of B2B Social Media Channels
- Social Media Advertising and its Implications on other forms of Digital Marketing
- Evolving Technologies -Social Media Analytics, Content Curation & Targeting Influencers
- Future Trends for Social Media in the Enterprise
- Summary & Key Take-aways
Tendências em Marketing Digital no Ensino Superior - Marketing EducacionalRafael Villas B
This document summarizes the key findings of a survey on digital marketing trends in higher education in 2016. The survey found that digital channels are a high priority for most universities. Websites and social media were the most used channels in 2015 and will remain top priorities in 2016. Email also remains very effective. While budgets are constrained, nearly half of respondents expect budget increases in 2016. Student recruitment is the primary goal of digital marketing. Most universities take a hybrid internal/external approach. The document provides details on channel use and priorities, budgets, challenges, and regional recruitment focuses.
Hindusthan Group is an OOH media specialist agency that offers 360° media solutions to clients. It has a pan-India network and long-standing client relationships. The agency focuses on strategic OOH media like airports, transit media, ambient malls, and event activations to help clients connect with target audiences. Hindusthan Group prides itself on its expertise in campaign planning, buying, and creating innovative media executions that drive brand awareness and recall.
Content Marketing Basics: How Brands Are (and are not) Harnessing Content Mar...David Smith
The document discusses how brands are using content marketing to engage audiences on various platforms. It notes that over 90% of companies are doing content marketing, with budgets ranging from 10-20% of marketing spending. Content is taking many forms including blogs, videos, infographics. However, the document states that most marketers cannot tie their content marketing tactics to business outcomes. It provides examples of how companies like Salesforce, GE, P&G are developing content and discusses challenges in measuring success and optimizing content across different channels.
The Fundamentals of Digital Marketing - PUP Taguig PresentationJomer Gregorio
February 3, 2017. Polytechnic University of the Philippine Taguig City Metro Manila Branch.
I shared my first-hand experience and knowledge to some 40+ 4th year marketing students in the said university in their event named: Big BUZZ! Digital Marketing: Interlink with the Outside World.
I enjoyed sharing my presentation titled: The Fundamentals of Digital Marketing. I hope to see you again next time PUP!
Official pics: https://www.facebook.com/296595453714747/photos/?tab=album&album_id=1533647946676152
Digital marketing is growing in importance for Indian brands. 90% spend up to 15% of their budgets on digital marketing, and budgets of over Rs. 1 million are common. The top goals for Indian brands on social media are building awareness, community, and engagement. Customer acquisition is the main focus, and integrated campaigns across email, social media, and mobile can increase conversion rates. Measurement of ROI from digital marketing remains a challenge. As digital usage increases in India, marketers are increasingly investing in digital strategies and channels like email, social media, and mobile.
Engage and convert - The New Rules for Success in Digital Advertising finalMarketo
Hear Ray Coppinger, Senior Digital Marketing Manager at Marketo, and Adam Levinson, Customer Success Manager at Optimizely, as they explore the state of digital advertising, identify the building blocks of a successful strategy, and outline how a culture of optimisation is critical to digital advertising success.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Embark on style journeys Indian clothing store denver guide.pptxOmnama Fashions
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
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In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
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.
Chapter 1 provides an overview of integrated marketing communications, the basic communications model, and the organization of the textbook. The chapter also provides information on current trends in marketing communications.
These are the objectives for Chapter 1.
This chapter provides an overview of integrated marketing communications. It is a highly competitive and global marketplace, and firms are looking for ways to stand out. Brands are looking for means to become a part of customers’ evoked sets. Companies have a wide variety of media from which to choose, both traditional and nontraditional. Because customers are bombarded with so many marketing messages, it is vital for a company to stand out with a clear, consistent, and integrated message.
As the term “diet” became unpopularity, Lean Cuisine needed to embark on a new path. In an effort to connect with consumers, Lean Cuisine developed new products and launched a new image campaign entitled “Frozen, How Fresh Stays Fresh.” A new social media campaign was also launched entitled “Weigh This” that sought to shift people’s relative importance of weight compared to other aspects of life. The goal was to change the image from a diet food to fresh food that was frozen.
The communication process consists of five stages, or components. The sender is the individual or company that wants to send a marketing message to consumers or to other businesses. It can be an advertisement, a brochure, or even a salesperson. Encoding is the process of taking the message and putting it into an ad, brochure, or sales presentation. The transmission device is the television, the paper on which the brochure is printed, or the salesperson at the retail store. The receiver is the consumer or business buyer. Decoding is the process of interpreting the marketing message. Effective communication has taken place if the message that is decoded is the same as was encoded. But, often noise occurs and distorts the message. Noise can be anything and can occur at any stage. Senders can obtain feedback from receivers and use the information to start the process again.
Social media has become an important marketing medium for businesses. A brand that has successfully used social media is Chick-fil-A. The online message has been carefully integrated with the offline marketing thrust of the brand. It provides a venue for posting announcements about store openings, special deals, and coupons.
These are examples of noise that can impact effective communication and prevent the encoded message from being heard at all or lead to the message being decoded differently than was intended.
Definition of integrated marketing communications. Key components are:
Coordination and integration of all marketing communication tools and venues
Seamless marketing program designed to maximize impact at lower costs
Includes all b-to-b, channel, customer, external, and internal communications
The traditional marketing mix consists of product, price, promotion, and distribution. Traditionally, the promotion component consisted of advertising, sales promotions, and personal selling. Today, it has expanded to include database marketing, direct response marketing, sponsorship marketing, digital marketing, social media, alternative marketing, and public relations. The venues for reaching consumers have increased beyond advertising.
In understanding integrated marketing communications, it helps to review the steps in a marketing plan. The current situational analysis and SWOT set the stage for setting marketing objectives and choosing the target market. Once these are set, the marketing person can develop strategies and tactics. IMC will be part of the overall marketing strategy to reach consumers. It will also be part of the tactics, which are the plans for achieving the objectives and carrying out the strategies. Implementation and evaluation conclude the marketing planning process.
With global competition has come a greater scrutiny of advertising and marketing budgets. This has led to a greater emphasis on accountability of expenditures and measurable results. The drive for measurable results is one of the factors that has led to the explosion of the digital arena, which includes social media. Measuring the impact of digital expenditures is easier than for traditional advertising. Because consumers now access information from smartphones, tablets, and other media platforms, companies must integrate their marketing communications across all platforms. With greater access to information, consumers now have considerably more channel power. With the rise of the Internet, competition now comes from the entire world. This global competition has increased the level of brand parity now seen across most product categories. To decrease brand parity and build some brand equity, brands are putting greater emphasis on customer engagement.
Companies want ad agencies and marketing officers to be accountable for their expenditures. CEOs, CFOs, and CMOs want measureable results. Show us the proof that the $50 million ad campaign is working and will translate into sales. In the past, once an ad agency was hired, they stayed with a client for a number of years because they knew the brand. Now, companies want results. If not, then a new agency will be chosen. With the rise in popularity of social media, there is less reliance on mass TV advertising. Agencies continue to explore alternative ways of reaching consumers where it is less cluttered than mass media.
Alternative media has become the new buzz phrase in advertising, especially online. The Internet provides an interactivity with consumers. Websites, blogs, and social networks all provide two-way communications. Smartphones are replacing cell phones, so consumers now have the Internet with them at all times, increasing the ways and means of reaching them. As a result, companies are shifting dollars from traditional media to digital media.
Consumers now spend more time with non-television screens than they do watching TV. Research by Ipsos OTX identified 4 ways that consumers interact with multiple media formats. Content grazing involves looking at two or more screens simultaneously to access different content. Investigative spider-webbing occurs when consumers pursue specific content across multiple platforms. Quantum journey focuses on completing a specific task across multiple platforms. Social spider-webbing occurs when consumers share content across multiple devices.
In the survey by Ipsos OTX, consumers were asked how they integrate across multiple platforms. Content grazing is the most frequently method used, at 68%. Social spider-webbing is the least used, 39%. Respondents were able to select more than one method of interacting, thus producing percentages that add to more than 100%.
Channel power has changed and is continuing to change. For the first 60 or so years in the 1900s, channel power resided with the manufacturers, such as Procter & Gamble. It then shifted to retailers, especially large chain retailers like Wal-Mart. Retailers controlled shelf space, had purchase data, and determined what products and brands went on the shelves. Consumers had to buy whatever brands a retailer stocked. Power is now beginning to shift to consumers, primarily because consumers do not have to purchase from the local retail store. They have options. Retailers who realize this are providing multiple ways for consumers to purchase and receive products.
Advances in communication technology have led to the rise of global competition. Every business competes in some way with global firms, either directly or indirectly, either for customers or for supplies. Products can be purchased from multiple locations. As a result, the level of competition has increased, and the prices of products have fallen. The challenge businesses now face is that consumers want it all. They want the lower prices created by global competition, but they also want quality. To provide this to consumers, manufacturers and retailers must work together. They must become partners with mutual goals that benefit both parties.
With brand parity, consumers see the brands as about equal in quality and attributes. Rather than having one brand that is viewed as being superior, consumers often have a group of brands they feel are equal and would meet their needs. As a result, in brand parity situations, quality and characteristics become less important since these are viewed as being equal. That makes price often the determining factor. The rise in brand parity has led to a decline in brand loyalty.
With the increase in brand parity and the decline in brand loyalty, companies have placed greater emphasis on customer engagement. Contact points between customers and the product are examined in an effort to improve communication and the relationship. Digital media is now a critical component of IMC plans because it provides two-way communication. It is no longer sufficient to talk to customers, you must develop a dialogue with customers. The goal – a deeper emotional commitment on the part of consumers towards the brand.
Customer engagement is vital to the success of brands. It is also important for nonprofits, such as the Salvation Army.
Technomic Consumer Brand Metric monitors 120 restaurants across 60 attributes. For this survey, 78,743 people responded to three metrics about restaurant advertising – has memorable advertising, has advertising I can relate to, and has advertising that makes me hungry. The bar chart shows the results of the survey. Subway had the highest composite score (73.3) followed by Olive Garden (72.9).
This pyramid represents the structure of the text. At the bottom level are issues such as brand management, buyer behaviors, and the IMC planning process. Section 2 deals with advertising issues, section 3 with digital marketing, social media, and alternative channels, and level 4 with database and direct response marketing, sales promotions, and public relations. The book concludes with discussions on regulations, ethics, and an evaluation of the IMC effort.
Because of the increase in global competition, firms must coordinate marketing efforts across multiple countries. Because of cultural differences and language differences, it is a greater challenge. Firms can use a standardized approach which means the same approach and message is used in every global market. This works only for global brands that are worldwide and well known. An alternative is adaptation, which means firms adapt their marketing communications to each country, region, and culture. The idea is to “think globally, but act locally.”
The blog exercises for Chapter 1 include American Eagle, Chick-fil-A, and videos about integrated marketing. Links are embedded in the text for each.