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Framework & creative
The document discusses planning and monitoring marketing campaigns across various channels. It focuses on creative content, word-of-mouth sharing, channel planning, and campaign monitoring. Key areas that are monitored include brand reputation, customer experience, competitive activity, and the impact of campaigns. Analysis of monitoring helps understand the impact on brands and risks in order to develop action plans and scenario planning.
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Framework & creative
- 1. Creative WOM Channel Planning Campaign Monitoring The FUN Stuff! • Creative •WOM - Sharing • Channel Planning • Campaign Monitoring
- 2. Scenario Planning Campaign Impact ChannelEffectiveness Brand WOM Reputation Customer Experience The FUN Stuff! • Creative • WOM • Channel Planning • Campaign Monitoring Online & Social Campaign, Brand & Reputation Management Monitoring Programs Who is talking Where are they talking What are they talking about You Your competitors Who is listening Is it damaging Is it positive or negative Monitor Activity Understand Impact & Risks Brand Campaign WOM Reputation Share of Voice Customers Competitors Understand Impact Action Plans Define key actions Report to stakeholders Define key responses Join the conversation Make a statement Listen, learn and inform Change channel Mix Take Action Scenario Planning