Digital mrketing as imc tool
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This document discusses communication objectives for large accounts. It begins by defining marketing objectives as measurable goals for a marketing program over a set period of time, such as increasing sales or market share. Sales objectives focus directly on revenue metrics, while communication objectives aim to build brand awareness, interest, attitudes, and purchase intentions over time. Integrated marketing communication objectives translate overall marketing goals into specific communication tasks targeting an audience. Examples of IMC objectives could include increasing brand associations or preference over competitors. A creative brief specifies the key elements of a creative strategy, such as the problem, objectives, target audience, selling ideas, and schedule. The document also discusses total marketing plans, communication models, and factors that influence consumer decision making.
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Digital mrketing as imc tool
- 1. Communication objectives for Big Accounts DR WALID EL-ETRIBY
- 2. Walid El Etriby My Job is to help people developing their business skills in the field of management and marketing for the last 14 years. I have gained my field experience through working in different culture, industries and different markets.
- 3. Agenda Marketing ,sales and communication objectives Integrated marketing communication “IMC” objectives Examples of IMC objectives Creative brief. General marketing plans analysis Bonus topic : Communication & Customer Decision Making models
- 5. Marketing objectives Are generally stated in the firm’s marketing plan Are statements of what is to be accomplished by the overall marketing program within a given time period. Defined in terms of specific, measurable outcomes such as sales volume, market share, profits, or return on investment.
- 6. Marketing objectives Good marketing objectives are quantifiable they delineate the target market and note the time frame for accomplishing the goal (often one year).
- 7. Sales-Oriented Objectives To many managers, the only meaningful objective for their promotional program is sales. Such as increasing sales volume by a certain percentage or dollar amount or increasing the brand’s market share.
- 9. Communications Objectives Advertising and other promotional efforts are designed to achieve such communications as : brand knowledge Interest favorable attitudes and image purchase intentions.
- 10. Communications Objectives Consumers are not expected to respond immediately. Advertisers realize they must provide relevant information and create favorable predispositions toward the brand before purchase behavior will occur.
- 11. Integrated marketing communications objectives They are statements of what various aspects of the IMC program will accomplish. They should be based on the particular communications tasks required to deliver the appropriate messages to the target audience. Managers must be able to translate general marketing goals into communications goals and specific promotional objectives. Sometimes companies do not have a formal marketing plan.
- 12. Example If the marketing plan for an established brand has an objective of increasing sales by 10 percent, the promotional planner will eventually have to think in terms of the message that will be communicated to the target audience to achieve this.
- 13. Example Possible objectives include the following: 1. Increasing the percentage of consumers in the target market who associate specific features, benefits, or advantages with our brand. 2. Increasing the number of consumers in the target audience who prefer our product over the competition’s. 3. Encouraging current users of the product to use it more frequently or in more situations. 4. Encouraging consumers who have never used our brand to try it.
- 14. Example 2
- 15. Creative Brief Specifies the basic elements of the creative strategy. Different agencies may call this document a creative platform work plan creative blueprint creative contract.
- 16. Content of creative brief 1. Basic problem or issue the advertising must address. 2. Advertising and communications objectives. 3. Target audience. 4. Major selling idea or key benefits to communicate. 5. Creative strategy statement (campaign theme, appeal, and execution technique to be used). 6. Supporting information and requirements. 7. Schedule (what is needed and when).
- 17. Example
- 18. Example
- 19. Total marketing plan tasks from agency1 pampersimcplan-101213090835-phpapp02.pdf tasks from agency2 hmimccampaign1-150923015557-lva1-app6892.pdf tasks from agency3 amooreimc610week9-141110230711-conversion- gate01.pdf
- 21. Why ? Know the bases to create content Importance of the CTA “call to action” Setting the right KPIs when dealing with customers.
- 22. Model of communication process
- 23. Decision making
- 24. Factors Affecting Consumer Behavior
- 27. Communications Effects Pyramid 5% 20% Trial 25% Preference 40% Liking 70% Knowledge/comprehension 90% Awareness Repurchase /regular use
- 29. Thank You