Download to read offline
Uploaded byDr Kelly Costa
Integrated Marketing Communications
This document outlines Kelly Costa's research on using integrated marketing communications strategies for brand engagement. It discusses using strategies for brand awareness, engagement, and value co-creation. Integrated marketing communications combines various marketing channels like social media, events, and traditional advertising into a comprehensive plan. The goal is to provide consistent branding messages and engage customers as loyal brand advocates and co-creators of value.
Integrated Marketing Communications
- 1. Kelly Costa Integrated Marketing CommunicationsStrategies for Brand Engagement PhD Candidate Faculty of Business & Law
- 2. OUTLINE • Using IntegratedMarketing Communications Strategies for the following purposes: 1 - Brand Awareness 2 - Brand Engagement 3 - Value Co-Creation • Integrated Marketing Communications Strategies: marketing communications plan
- 3. Swinburne ✔ Vision ✔ Mission ✔Goals ✔ Plans ✔ But you need a Competitive Advantage MARKETING STRATEGY
- 4. SwinburneMARKET SEGMENTATION Four MajorCategories: ✔ Demographic ✔ Geographic ✔ Behavioural ✔ Psychographic
- 5. SwinburneDIFFERENTIATION ‘We are agroup of young leaders, seeking to bring about positive change in the local and wider community. Our members are aged under 40 and are from a wide range of backgrounds’. http://www.rcmelpark.com Rotary Club of Melbourne Park
- 6. SwinburneDIFERENTIATION 1 - Lookto Yourself 2 - Listen to your Customers
- 7. Swinburne ‘Products live onshelves, brands live in people’s minds’. David Ogilvy 1 – BRAND AWARENESS
- 8. Swinburne2 – BRANDENGAGEMENT Recruiting and Transforming Customers • Loyal Customers • Advocates and • Co-creators of value !!!
- 9. Swinburne ‘The practice ofdeveloping systems, products or services through collaboration with customers, managers, employees and other company stakeholders’. 3 - VALUE CO-CREATION Prahalad & Ramaswamy, 2004 V Ramaswamy, F Gouillart - 2010
- 10. Swinburne Welcome to SocialMedia Communications Start a Dialogue!!! 2 – BRAND ENGAGEMENT
- 11. Swinburne SOCIAL MEDIA http://www.youtube.com/watch?v=ZQzsQkMFgHE ‘A groupof Internet-based applications that: • ✔ build on the ideological and technological foundations of Web 2.0; • ✔ allow the creation and exchange of user- generated content’ Kaplan & Haenlein, 2010
- 12. SwinburneSocial Media Communications SomeTips ✔ Identify the focus of each social media channel; ✔ Publish relevant and useful content; ✔ Use accessible language; ✔ Use active voice; ✔ Be objective; ✔ Proof read before you publish.
- 13. Swinburne Social Media Communications SomeTips (Cont.) ✔ Use headings; ✔ Mention benefits; ✔ Use an engaging tone; ✔ Support the given information with a link; ✔ Share stories; ✔ Ask members to participate in the “conversation”. Remember to Manage Risks!!!
- 14. SwinburneINTEGRATED MARKETING COMMUNICATIONS Kliatchko, 2005 ‘IMCmanages audience-focused, channel-centred, and results-driven brand communication programmes over time’.
- 15. SwinburneMARKETING COMMUNICATIONS PLAN …a comprehensiveplan that evaluates the roles of a variety of communications and combines them to provide clarity, consistency through the integration of messages. Jobber & Lancaster, 2012
- 16. Swinburne Traditional Marketing WOM Events Pamphlets Adhesives Newspapers Digital Marketing E-mail- disruptive ‘Pop Up’ - disruptive Website Social Media MARKETING COMMUNICATIONS PLAN
- 17.
- 18. Kelly Costa THANK YOU PhDCandidate Faculty of Business & Law E-Mail: kcostadonascimento@swin.edu.au LinkedIn: CostaKelly Slideshare: CostaKelly
Editor's Notes
- #2 Who I am Academic Experience and Practical ExperienceMy PhD title: Best Practices in Social Media Communications for Value Co-creation
- #4 1° Level – Corporate / 2° Level - Business / 3° Level - MarketingCompetitiveadavantage: A superiority gained by an organization when it can provide the same value as its competitors but at a lower price, or can charge higher prices by providing greater value through differentiation. http://www.businessdictionary.com/definition/competitive-advantage.html#ixzz2NxVBC7RF
- #6 Strengths: strong brand reputation ; sinergy with other Rotary clubs, share resources, people, emulate eventsWeaknesses: lack of resources – relies on volunteeringOpportunities: social media, digital marketing, new target market marketThreats: competitors - check ohter charities movements,emulate them and do better work than them.
- #7 Advertising – Promotional Mix (advertising, PR, Events, panflets, adeshives, outdoors…..)Brand Presence: logo (Physical aspect) – presence: online and offlineBrand Image: brand Recall (Physicological aspect) : brand reputation We don’t engage with whom we don’t know
- #8 Advocate: use their influence to influence others via wom.Co-creator; helps you to improve the organisations with ideas, suggestions, collaboration,
- #9 Examples: Offline Business: Subway sandwichesOnline Businesses:Shoes of Prey: the clients design their own shoes – online store in SidneyCamiseteria; the clients design the illustrations on their own t-shirts – online store in BrazilIt segment: the clients work with the organisation to build a IT solution
- #10 Characteristics:Democratic: internet connection✔Dialogue: real time communications – asynchronous or synchornouscommunicatios, ofthen requires faster responses✔Collaboration: - sharing same interests✔Convenient:- whatever time / local Viral: Normally requires faster responses
- #16 Social media is less costly and interactive. It’s a new customer touch point, free channel to communicate. Get influencers to gather social influence inside the network.This is your promotional mix: PR, publicity, advertising,