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This is the year when technology and digital channels are going to enhance the way vendors communicate with their partners — and vice versa.
According to our panel of channel marketing thought leaders, the digital landscape will impact how vendors are segmenting leads for partners and ensure that messaging to buyers is relevant and contextual.
The number and type of channels that customers are using has rapidly grown to include the Internet, smartphones and a host of social media options. The result is an increase in possible customer touch points, which presents new opportunities for organizations to interact with their customers.
With the increasing sophistication and empowerment of customers, this trend is driving the need for organizations to use new channels in new ways. However, many organizations have not been successful, experiencing disappointing results due to mismanagement of a new channel or misjudgement of overall channel requirements. This mismanagement can detrimentally affect company results.
Capgemini Consulting advises that a channel strategy designed for customer needs is imperative to ensure channel success.
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This is the year when technology and digital channels are going to enhance the way vendors communicate with their partners — and vice versa.
According to our panel of channel marketing thought leaders, the digital landscape will impact how vendors are segmenting leads for partners and ensure that messaging to buyers is relevant and contextual.
The number and type of channels that customers are using has rapidly grown to include the Internet, smartphones and a host of social media options. The result is an increase in possible customer touch points, which presents new opportunities for organizations to interact with their customers.
With the increasing sophistication and empowerment of customers, this trend is driving the need for organizations to use new channels in new ways. However, many organizations have not been successful, experiencing disappointing results due to mismanagement of a new channel or misjudgement of overall channel requirements. This mismanagement can detrimentally affect company results.
Capgemini Consulting advises that a channel strategy designed for customer needs is imperative to ensure channel success.
Online Advertisement in Service SectorRajat Gandhi
This presentation is about one of the growing era of service sector i.e Online Advertisement.
Here you find most of the detail regarding online advertisement, its source, Characteristic, Features, challenges, Yield management, Self service technologies, Uses etc.etc.
The presentation discuss meaning and concept of Direct Marketing. It also discusses the Internet Marketing or Digital Marketing as a tool for Direct Marketing.
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B2B marketers are operating in a more complex environment than ever before. What with multiple parties involved in the purchase decision, longer and longer sales cycles, and a seemingly infinite number of media channels to choose from, marketers must make daily decisions on how to best move their prospects along the path toward becoming customers. This presentation focuses on the thorniest problems facing multi-channel B2B marketers today, and offers a variety of best practices and helpful solutions to consider drive success.
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• The best prospecting media for inquiry generation, and the media to avoid.
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Today’s consumers are bombarded with advertising messages which could mean up to 5,000 messages each day. Combine this fact with the increasing use of ad blocking tools and the challenge becomes even more real and indeed some audiences have become unreachable via advertising. These contemporary challenges have meant that engaging formats and creativity have become key in online advertising. The IAB Europe Native Advertising and Content Marketing white paper provides insight into how native advertising can build better advertising experiences for consumers and therefore more meaningful relationships. It also provides guidance on key considerations for creating and distribution native advertising.
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Key considerations for executing native advertising and content-based advertising
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Enabling Cross-Channel Marketing: Connecting Content Creation Processes to Dr...Saepio Technologies
Today’s marketing environment challenges marketers as never before. Distributed marketing is more complex. Customer and prospect data is available, but often unstructured. Marketing mediums are prolific, yet disconnected. Consumers no longer accept media messages; they expect to define and engage with them. And they expect consistent, relevant conversations with a brand, no matter when or where the conversation occurs.
Corporate marketers now realize that teams of creative talent or collections of tactical technologies thrown at a task will no longer achieve sustainable results. To successfully drive sales, marketing has to fundamentally change.
This guide is designed to help identify the opportunity and impact that embracing the idea of connecting with today's customers can have and provide the background on how to make this a reality. Included is information on:
* A community of ones
* Why current processes result in managed chaos
* How connected is better
* Where and how to start
* Three steps to a “connected is better” game plan
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• How your customer’s buying process provides a roadmap for your marketing strategy.
• The best prospecting media for inquiry generation, and the media to avoid.
• B2B buying roles, and how they impact your communications.
• How to manage the complexity of multi-touch, multi-channel communications without tearing your hair out.
• 3 ways to measure multi-touch campaigns that really work.
IAB Europe White Paper : Native Advertising and Content Marketing - December ...SCREENVIEW
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How native advertising enables meaningful consumer relationships
Native advertising format types
Key considerations for executing native advertising and content-based advertising
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An early definition of integrated marketing communications (IMC), A more current definition of integrated marketing communications (IMC), What importance of IMC is growing, The four stages model of integrated marketing communications (IMC)
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RTMNU 4th sem MBA
Subject - Retail Sales Management & Services Marketing [ Marketing ]
Module 5
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MBA free notes pdf download
JRP MBA notes
Free RTMNU Marketing notes by Jayanti Pande
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
1. The MAANZ MXpress Program
eMarketing Communication
Copyright January 2013.
This Power Point program and the associated documents remain the intellectual property and the
copyright of the author and of The Marketing Association of Australia and New Zealand Inc. These
notes may be used only for personal study associated with in the above referenced course and not in any
education or training program. Persons and/or corporations wishing to use these notes for any other purpose
should contact MAANZ for written permission.
2. eMarketing Communication
• The primary goal of this topic is to understand
the Internet as a tool for efficiently and
effectively exchanging marketing communication
messages between marketers and their
audiences. You will learn how each marketing
communication tool can carry messages over the
Internet and how marketers buy and use
promotional space on the Net as a
communication medium.
MXpress Course Copyright MAANZ 2
3. eMarketing Communication
• Internet marketing is a powerful way to start and
strengthen relationships with customers. However,
online marketers must be increasingly clever to design
and deliver brand messages that capture and hold
audience attention —because on the Internet, users
are in control. They can delete unwanted incoming
email and impatiently click away when Web sites don't
quickly deliver desired information. Also, the Internet
allows consumers to widely disseminate their own
attitudes and brand experiences via email and Web
postings, shifting the balance of control over brand
images from companies to consumers.
MXpress Course Copyright MAANZ 3
5. Integrated Marketing Communication
(IMC)
• Integrated marketing communication (IMC) is
a cross ‐ functional process for planning,
executing, and monitoring brand
communications designed to profitably
acquire, retain, and grow customers. IMC is
cross ‐ functional because every contact that a
customer has with a firm or its agents helps to
form brand images.
MXpress Course Copyright MAANZ 5
6. Integrated Marketing Communication
(IMC)
• Every contact with an employee, a Web site, a
magazine ad, a catalogue, the physical store facilities,
and so forth, helps the customer form an image of the
firm. In addition, the product experience, its pricing
level, and its distribution channels enhance the firm's
marketing communication in a variety of online and
offline media to present a strong brand image. The
best advertising can be undermined if these online and
offline contact experiences do not communicate in a
unified way to create and support positive brand
relationships with customers.
MXpress Course Copyright MAANZ 6
7. Integrated Marketing Communication
(IMC)
• Profitable customer relationships are key to a
firm's existence. Successful firms recognise that
not all customers are equally valuable — some,
such as frequent flyers or buyers, are more
important than others. Using technology, firms
can monitor profits customer by customer and,
based on this analysis, pay more attention to high
‐ value customers. Databases and the analysis
techniques allow firms to differentiate customers
by value and track the results of company
MarCom campaigns.
MXpress Course Copyright MAANZ 7
8. IMC strategy
• IMC strategy begins with a thorough
understanding of the target stakeholders, the
brand, its competition, and many other
internal and external factors. Then marketers
select specific MarCom tools to achieve their
communication objectives. After
implementation, they measure execution
effectiveness, make needed adjustments, and
evaluate the results.
MXpress Course Copyright MAANZ 8
9. IMC strategy
• IMC should:
• 1) be more strategic than executional (i.e.,
more than just about 'one voice, one look'),
• 2) be about more than just advertising and
sales promotion messages,
MXpress Course Copyright MAANZ 9
10. IMC strategy
• 3) include two ‐ way as well as one ‐ way
communication, and
• 4) be results driven.
• Although strategic IMC entails a coordinated
marketing mix and cross ‐ functional
participation, this section focuses on the
promotion mix elements (also called marketing
communication tools), the core of a firm's
marketing communication plan.
MXpress Course Copyright MAANZ 10
11. Marketing Communication Tools
• MarCom consists of both planned and unplanned messages
between firms and customers, as well as those among
customers. Companies use planned messages when trying
to inform or persuade their target stakeholders. Unplanned
messages include things such as word ‐ of ‐ mouth among
consumers and publicity in media. However, because
consumers have more control over communication on the
Internet, it is nearly impossible for companies to directly
manage unplanned messages. Thus, firms should
concentrate on creating positive product experiences so
that unplanned messages will be positive. In fact, some
firms have experienced tremendous growth almost entirely
based on unplanned email (e.g., Hotmail).
MXpress Course Copyright MAANZ 11
12. Marketing Communication Tools
• Using innovative technologies, e ‐ marketers can
enhance the effectiveness and efficiency of
traditional MarCom in many interesting ways.
Important technologies include text and
multimedia messages carried via Web pages and
email ; databases to store information; new Web
development, browsing, and email software to
facilitate Internet communication; and a plethora
of digital ‐ receiving devices from PCs to cell
phones for viewing multimedia messages.
13. Marketing Communication Media
• The Internet is just one of many media used to carry
marketing communication messages. TV, radio,
newspapers, magazines, outdoor (e.g., kiosks, bus
cards, and billboards), postal mail and the various
channels of the Internet are also channels of
communication.
• Because the Internet is often compared with traditional
media, marketers need to understand the major
media's characteristics as well as the Internet's media
characteristics so they can make appropriate choices
when buying promotional space.
MXpress Course Copyright MAANZ 13
14. Media Characteristics
• Marketing communication can be sent to an individual
(e.g., postal mail) or the masses (e.g., newspapers) and
can range from broadcast (e.g., television) to pointcast
(e.g., email ). Electronic media such as network
television, radio, cable television, the Internet,
facsimile (fax) transmission, and cellular phones can be
viewed as broadcast, narrowcast, and pointcast on the
basis of their capability to reach mass audiences,
smaller audiences, or even individuals with different
messages. Other traditional media competing for
marketing communication dollars include print and
postal mail.
MXpress Course Copyright MAANZ 14
15. Media Characteristics
• Differences among these and other media
allow marketers to select the best
combination to achieve their goals . For
instance, e ‐ marketers might select email if
they want to customise an offer to one
individual and request an interactive response
via clicking on a hyperlink.
MXpress Course Copyright MAANZ 15
16. Media
• Broadcast media (TV and radio) have a number of
strengths and weaknesses, TV penetration
reaches 98 percent of households, with one ‐
third owning three or more sets. TV remains the
only medium for advertisers wanting to reach
large numbers of consumers at one time, but it is
costly
• Radio's penetration is also ubiquitous. Almost
every household and car has a radio. Radio
advertising time is inexpensive
MXpress Course Copyright MAANZ 16
17. Narrowcast Medium
• Cable TV (CATV) is a narrowcast medium. It is
called narrowcast because cable channels contain
focused electronic content appealing to special ‐
interest markets.
• For example, cable channels such as CNN or ESPN
are networks in that they reach extremely large
audiences worldwide, but they still have
specialised programming. CATV advertising tends
to be less expensive than broadcast advertising,
although some exceptions apply.
MXpress Course Copyright MAANZ 17
18. Pointcast Media
• The folks at pointcast.com, who brought individualised
news service to every computer desktop (and do not
exist today), coined the term pointcast. Pointcast
media are electronic media with the capability of
transmitting to an audience of just one person, such as
the Internet and the cell phone. Pointcast media can
transmit either personalised or standardised messages
in bulk to the entire audience of those who have the
equipment to receive them, and these individuals can
transmit a single message back to the sender using the
same equipment. Receiving devices include pagers, cell
phones, PDAs, computers, TV, fax machines, and more.
MXpress Course Copyright MAANZ 18
19. Media
• From a media buyer's perspective, the strengths of
the Internet include selective targeting with email
and Web content by using databases, ability to track
advertising effectiveness, flexibility of message
length and delivery timing, ability to reach global
markets with one advertising buy (e.g., the Yahoo!
portal), and interactivity. The Internet is the first
electronic medium to allow active, self ‐ paced
viewing (similar to print media), and it is the first and
best medium for interactivity. In fact, many say that
with the Internet, users create their own content.
MXpress Course Copyright MAANZ 19
20. Internet weaknesses
• The Internet's weaknesses include the inability to
reach mass audiences, slow video delivery to
many individuals due to low broadband
penetration, and incomplete audience
descriptions. Many of the weaknesses of the Net
are in the process of being remedied. Audience
measurement was initially a weakness, though
companies such as comScore Media Metrix and
Nielsen//NetRatings have made major
improvements in this area.
MXpress Course Copyright MAANZ 20
21. Print Media
• Print media include newspapers (local and
national) and magazines. The Net is often
compared to print media because its content is
text and graphic heavy, and because many
traditional print media publishers maintain online
versions. Unlike television and radio, print media
allow for active viewing: Readers can stop and
look at an ad that interests them, sometimes
spending quite a bit of time reading the details. In
general, magazine advertising space is much
more expensive than newspaper space.
MXpress Course Copyright MAANZ 21
22. Direct Postal and Electronic Mail
• Finally, like the email , postal mail allows for more
selective targeting than any mass medium, can be
personalised, gives good message and timing
flexibility, and is excellent for measuring
effectiveness because of response tracking
capability. However, direct mail has a poor image
(junk mail and spam) and postal mail has high
costs for production and postage. Conversely,
email has low costs but limited market coverage
compared with postal mail, which is changing as
companies build extensive email databases.
MXpress Course Copyright MAANZ 22
24. Broadcast Faxing
• Roughly 2% of direct marketers use fax, mostly
for business‐to‐business marketing campaigns.
Also, due to the popularity of a variety of
digital communication methods, the overall
use of faxes is less than in the past.
MXpress Course Copyright MAANZ 24
25. Couponing
• Couponing is used in print and digital media to elicit a
response from the reader. An example is a coupon
which the reader receives through the mail and takes
to a store's check‐out counter to receive a discount.
• Digital Coupons: Manufacturers and retailers make
coupons available online for electronic orders that can
be downloaded and printed. Digital coupons are
available on company websites, social media outlets,
texts, and email alerts. There are an increasing number
of mobile phone applications offering digital coupons
for direct use.
MXpress Course Copyright MAANZ 25
26. Couponing
• Daily Deal Sites offer local and online deals
each day, and are becoming increasingly
popular. Customers sign up to receive notice
of discounts and offers, which are sent daily
by email. Purchases are often made using a
special coupon code or promotional code.
MXpress Course Copyright MAANZ 26
27. Direct Selling
• An additional element of the direct‐marketing
program is direct selling, the direct, personal
presentation, demonstration, and sales of
products to consumers in their homes. Avon,
Amway, Mary Kay Cosmetics, and Tupperware
are some of the best known direct‐sellers.
Most direct sales representatives selling
throughout the world; (98 percent of them)
are independent contractors (not employees
of the firm they represent).
MXpress Course Copyright MAANZ 27
28. The three forms of direct selling are
• 1. Repetitive person‐to‐person selling. The salesperson
visits the buyer's home, job site, or other location to sell
frequently purchased products (for example, Amway).
• 2. Non‐repetitive person‐to‐person selling. The
salesperson visits the buyer's home, job site, or other
location to sell infrequently purchased products (for
example, Encyclopaedia Britannica).
• 3. Party plans. The salesperson offers products to groups
of people through home or office parties and
demonstrations (for example, Tupperware).
MXpress Course Copyright MAANZ 28
29. Email Marketing
• Email marketing is directly marketing a commercial
message to a group of people using email. In its broadest
sense, every email sent to a potential or current customer
could be considered email marketing. It usually involves
using email to send ads, request business, or solicit sales or
donations, and is meant to build loyalty, trust, or brand
awareness. Email marketing can be done to either cold lists
or current customer database. Broadly, the term is usually
used to refer to:
• Sending email messages with the purpose of enhancing the
relationship of a merchant with its current or previous
customers, to encourage customer loyalty and repeat
business,
MXpress Course Copyright MAANZ 29
30. Email Marketing
• Sending email messages with the purpose of
acquiring new customers or convincing current
customers to purchase something immediately,
• Adding advertisements to email messages sent by
other companies to their customers
• Researchers estimate that United States firms
alone spent US $1.51 billion on email marketing
in 2011 and will grow to $2.468 billion by 2016
MXpress Course Copyright MAANZ 30
31. Email Marketing
• Types of email marketing
• Email marketing can be carried out through
different types of emails:
• Transactional emails
• Transactional emails are usually triggered
based on a customer’s action with a company.
Triggered transactional messages include
dropped basket messages, purchase or order
confirmation emails and email receipts.
MXpress Course Copyright MAANZ 31
32. Transactional email
• The primary purpose of a transactional email is to
convey information regarding the action that
triggered it. But, due to its high open rates (51.3%
compared to 36.6% for email newsletters)
transactional emails are a golden opportunity to
engage customers; to introduce or extend the
email relationship with customers or subscribers,
to anticipate and answer questions or to cross‐
sell or up‐sell products or services.
•
MXpress Course Copyright MAANZ 32
33. Email Marketing
• Many email newsletter software vendors offer
transactional email support, which gives
companies the ability to include promotional
messages within the body of transactional
emails. There are also software vendors that
offer specialized transactional email marketing
services, which include providing targeted and
personalized transactional email messages
and running specific marketing campaigns
(such as customer referral programs).
MXpress Course Copyright MAANZ 33
34. Online
• Marketers also use search engine optimisation
to drive traffic to their sites.
• Social Media Sites, such as Facebook and
Twitter, also provide opportunities for direct
marketers to communicate directly with
customers by creating content to which
customers can respond.
MXpress Course Copyright MAANZ 34
35. Mobile
• Through mobile marketing, marketers engage
with prospective customers and donors in an
interactive manner through a mobile device or
network, such as a cellphone, smartphone, or
tablet. Types of mobile marketing messages
include: SMS: (short message service) —
marketing communications are sent in the form
of text messages, also known as texting. MMS:
(multi‐media message service) — These
messages use elements such as images, video,
and audio; Mobile Applications:
MXpress Course Copyright MAANZ 35
36. Mobile
• Smartphone‐based mobile apps contain several
types of messages. Push Notifications are direct
messages sent to a user either automatically or as
part of a campaign. They include transactional,
marketing, geo‐based, and more. Rich Push
Notifications are full HTML Push Notifications.
Mobile apps also contain Interactive ads that
appear inside the mobile application or app;
Location‐Based Marketing: marketing messages
delivered directly to a mobile device based on the
user's location;
MXpress Course Copyright MAANZ 36
37. QR Codes
• QR Codes (quick‐response barcodes): This is a
type of 2D barcode with an encoded link that
can be accessed from a smartphone. This
technology is increasingly being used for
everything from special offers to product
information. Mobile Banner Ads: Like standard
banner ads for desktop Web pages but smaller
to fit on mobile screens and run on the mobile
content network
MXpress Course Copyright MAANZ 37
39. IMC Goals and Strategies
• The traditional AIDA model (awareness, interest,
desire, and action) or the "think, feel, do" hierarchy of
effects model is part of what guides marketers'
selection of online and offline MarCom tools to meet
their goals. Both the AIDA and hierarchy of effects
models suggest that consumers first become aware of
and learn about a new product (think), then develop a
positive or negative attitude about it (feel), and
ultimately move to purchasing it (do). The thinking, or
cognitive, steps are awareness and knowledge. The
feeling, or attitude, steps are liking and preference.
MXpress Course Copyright MAANZ 39
40. IMC Goals and Strategies
• Consequently, emarketers must select the
appropriate IMC tools—which may vary from
one stage to the other, depending on the
desired results. For example, e ‐ marketers
may opt to use traditional IMC tools of sales
promotion, such as giving away free T ‐ shirts
or mouse pads, to create awareness;
television advertising to create interest and
desire; and direct selling by telephone to get
the desired action (buying).
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41. IMC tools
• The think, feel, do model is well accepted for high
‐ involvement product decisions (those that are
perceived as being high financial, emotional, or
social risk). This model works because consumers
spend some amount of time gathering
information and considering alternatives prior to
buying such products. Conversely, for low ‐
involvement decisions, consumers often just hear
about a product, give it a try, and then decide
whether they like it.
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42. IMC tools
• If a firm wants to build its brands and inform
customers, it will operate at the cognitive and
attitude levels of the hierarchy of effects,
perhaps utilising information publishing, Web
advertising, email campaigns, and other
promotional techniques.
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43. IMC tools
• If a firm wants to encourage online
transactions (behaviour), it needs more
persuasive communication messages that tell
how to complete the transaction on the Web
site, over the telephone, and so forth.
Postpurchase behaviour doesn't appear on
the commonly accepted hierarchy, yet many
MarCom strategies seek to build customer
satisfaction after the purchase. Email is
especially well suited for this goal.
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44. The hierarchy of effects model
• The hierarchy of effects model is important because it
helps marketers understand where consumers stand in
relation to the purchase cycle so the firm can select
appropriate communication objectives and strategies
that will move consumers closer to purchase and
loyalty. Bear in mind that some MarCom tools are
more appropriate for building awareness and brand
attitudes (advertising, public relations) and others are
more suited for encouraging transactional behaviour
(direct marketing, sales promotions, personal selling).
Nevertheless, all can be used at each level.
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46. Branding versus Direct Response
• Marketing communication can be used to build brand
equity or to elicit a direct response in the form of a
transaction or some other behaviour (such as Web site
registration or email inquiry). The goal of brand
advertising online is to put the brand name and
product benefits in front of users. "Brand advertising
creates a distinct favourable image that customers
associate with a product at the moment they make
buying decisions".
• Marketing public relations also aims to build brands,
while sales promotion, direct marketing, and personal
selling primarily attempt to solicit a direct response.
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47. Branding versus Direct Response
• Direct ‐ response advertising seeks to
motivate action. Brand communication works
at the awareness and attitude levels of the
hierarchy of effects model (heads and hearts),
while direct ‐ response communication
primarily works at the behavioural level (do
something).
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48. Branding versus Direct Response
• Although every contact with a firm helps to create
brand impressions in the heads and hearts of
consumers, marketers tend to focus on only one type
of strategy in each IMC campaign. Why, then, is all
marketing communication not direct response?
Marketers hope that all communication will contribute
to sales in the long run, but consumers must first be
made aware of a product before they will buy it. For
high ‐ involvement products, consumers must develop
positive attitudes prior to purchase. Marketers must
keep these principles in mind when selecting among
IMC tools.
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49. Internet Advertising
• Advertising is nonpersonal communication of
information through various media, usually
persuasive in nature about products (goods and
services) or ideas and usually paid for by an
identified sponsor. All paid space on a Web site or
in an email is considered advertising. Internet
advertising parallels traditional media
advertising, in which companies create content
and then sell space to outside advertisers. This
can be confusing, especially when a house
banner appears on a firm's own Web site.
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50. Internet Advertising
• The key is exchange: If a firm pays money or barters
with goods for space in which to put content it creates,
the content is considered advertising. Previously
(earlier section) we discussed how firms create
revenue streams from selling advertising space, but
this and later sections discuss the flip ‐ side: buying
advertising space from someone else to reach a firm's
stakeholders. These specific definitions are
meaningless to consumers (who view all commercial
messages as advertising), but they are important to
marketers because various MarCom tools help to
accomplish various specific goals.
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51. The changing face of online advertising
• Over the next few years the online advertising
landscape will change dramatically. Consumer
consumption of video, mobile and social are
all starting to play a role in the way we plan
and buy media however by 2015 our online
media schedules will look very different to
how they look today.
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