3. What is Marketing?
Marketing is an
organizational Value
function and a set of
processes for creating,
Relationship marketing
communicating and
delivering value to
customers and for Mass Customization
managing customer
relationships in ways
that benefit the Customer relationship
organization. management (CRM)
5. IMC FRAMEWORK
IMC is a strategic business
process used to plan, develop,
execute and evaluate coordinated,
measurable, persuasive brand
communication programs with
consumers, customers, prospects
employees and other relevant
external and internal audiences.
The goal of IMC is to
generate short-term financial
returns on time, on budget,
on target and build long-term
brand value.
6. A Contemporary Perspective of IMC
As a business process, Practice &
Recognized as a business process
Profession
IMC
Practice & Importance relevant audiences
Multiple of relevant audience
Norms
Demand for accountability and
Demand for accountability
Measurement of Outcomes
7. Reasons for IMC Growth & Widespread
The babyboomer Era The Net Generation
Media advertising communication
Multiple forms of communication
Broad casting
Mass media Specialized media
Chain Supply Dominance:
Manufacturing dominance
Manufacturer dominance Retailer dominance
Globalization
General focus Data-based marketing
Low agency accountability Greater agency accountability
Performance-based compensation
Traditional compensation Performance-based compensation
ROI IS THE MOTO
High Level of Internet & Mobile
Limited Internet availability
Users
8. Basic Elements of the Promotional Mix
Advertising
Direct Marketing
Interactive/
Internet Marketing
Sales Promotion
Publicity/Public
Relations
Personal Selling
9. Interactive Interconnective IMC
The
Internet
Educates or A persuasive A sales tool
informs advertising or an actual
customers medium sales vehicle
Obtains Provides Builds and
Communicates
customer customer maintains
and interacts
database service and customer
with buyers
information support relationships
10. The correlation between IMC and NGN, NITC
Wifi
Wimax
Fiberoptics
Smart phones (6 billion phones vs 1 billion smart
phones)
Satellites Communications
Cloud Computing
N.B:
12. THE NEW CITIZEN & RELIGION: SHOP TILL U DROP
IS HEAVEN FOR BRAND GURUS & SHOPHOOLICS
13. Classifications of B2B & B2C Advertising
National Advertising
Retail/Local Advertising
Primary vs. Selective
Demand Advertising
Consumers
Business-to-Business Advertising
Professional Advertising
Trade Advertising
Organizations
14. Direct Marketing is Part of IMC
Direct
Mail
Direct
Internet
Response
Sales Advertising
Direct
Marketing
Shopping
Telemarketing
Channels
Catalogs
15. Digital Interactive Interconnective IMC
The
Internet
Educates or A persuasive A sales tool
informs advertising or an actual
customers medium sales vehicle
Obtains Provides Builds and
Communicates
customer customer maintains
and interacts
database service and customer
with buyers
information support relationships
17. Various Uses of Sales Promotion
Introduction of
Introduce new entice existing
Get existing
new products
products customers to buy
more
Combat Attract new
competition customers
prospects
Sales
Promotion
Enhance Maintain sales in
personal selling low season
off season
Tie in advertising
Increase retail
& personal
selling inventories
18. Advertising Versus Publicity
GOAL Advertising Publicity
Control Great Little
Credibility Lower Higher
Reach Measurable Undetermined
Frequency Schedulable Uncontrollable
Cost High/Specific Low/Unspecified
Flexibility High Low
Timing Specifiable Tentative
20. FROM TWO-WAY DIALOGUE TO INTERACTIVE
COMMUNICATIONS : SOCIAL MEDIA NETWORKING
FACEBOOK
TWITTER
PINTEREST
TUMBLER
MYSPACE
YOUTUBE
THE BUZZ
Mobile media Vehicles
21. Public Relations Tools & Strategies
Publicity Special
Vehicles Publications
Community Corporate Cause-related
Activities Advertising Marketing
Public Affairs Special Event
Activities Sponsorship
22. IMC Audience Solicitation Frenzy
is a big challenge
Broadcast Print media Public
(newspapers, Internet/
media Relations/
interactive
(TV/radio) magazines) publicity
Out-of-home Direct
media marketing
Target Audience
Personal Sales
selling Promotion
Point-of-
Product
purchase Word-of- Events and
placements
(displays, mouth sponsorship (TV and movies)
packaging)
23. AS AN IMC PROFESSIONAL YOU HAVE TO CONDUCT A DUE
DIILIGENCE
1.AA detailed situation analysis
1. detailed situation analysis
2. Specific marketing objectives
3. A marketing strategy and program
4. A program for implementing the strategy
5. A process for monitoring and evaluating performance
24. IMC Auditing & Planning
IMC planning should begin with communication audits,
as opinion and consumer behavior research.
Identification of communication contact points and
activities ;
Mappping the message and evaluation of evaluates
consistency through content analysis;
investigating the communication network within a
company
Example of Auditing : Rabat, 2010
Festivals du Maroc & Nation Marketing Fiasco
25. DUE DILIGENCE: iso-certified-marketing
approach
IT IS IMPORTANT FOR CORPORATIONS TO
HAVE MARCOM STANDARDS & POLICIES
THE THINK TANK PILOT SQUAD IN CHARGE OF
IMC SHOULD CONDUCT A CLINICAIL
DIAGNOSIS TO MAKE SURE THAT SPORADIC
CAMPAIGNS ARE IN LINE WITH THE
CORPORATE PHILOSOPHY
HERE ARE SOME PREEMPTIVE STEPS THAT
CAN HELP YOU MAKE AN ACCURATE
ASSESSMENT
26. Budget determination & Alloc
Develop a marketing communicatio
Sales PR/ Pers
Advertising
promotion publicity sel
Advertising Sales PR/ Pers
promotion publicity sel
objectives objectives objectives obje
Message Sales PR/ Pers
promotion publicity sel
strategy strategy strategy stra
27. Synergy Model and Total Integration Marcom Program
HOW DO WE MAKE SURE THERE IS SYNERGY BETWEEN PR, AND IMC
ACTIVITIES !!!
THE COLORADO SCHOOL IDENTIFIES 3 different components of integration &
Synergy
Synergy speaking with One Voice
1 The Consistency = Epoxy, Glue, Corporate Cement, Corporate or personal
branding (Angelina Jolie, G. Clooney, Al Chaabi for Bank Al Chaabi, Alcan ,
Molson)
2 The interactivity = with consumers, afficionados, facebook fans
3 The mission = cf Mission Statement (Corporate Philosophy, culture)
Walt Disney, Coke Always, MacDonalds,
28. Presentation Summary
Due to the correlation between current information technology
innovations and social, media, cutural and economic trends, the IMC
practice is more and more:
Interactive
Interconnected
Measurable & easier to monitor
Marketing practice and culture is widespread
Multi-tasking is popular due to the smart applications available
29. Current & future IMC Trends
Organic & Homegrown
Mainstream Marketing
Marketing
Should focus on Is mostly focused on
developing tools, mainstream models applied in
North American, european and
strategies, business to a certain emerging markets.
models & paradigms that However most of the academic
fit the local landscape and teachings and textbooks lack
values in order to help real world experience.
Moroccan entrepreneurs Mainstreams is diachronic and
and future CEOs build does not focus on problem
solving, new paradigm shifts,
stronger brands, bigger
day-to-day solutions for ailing
marketshare and generate economies, and shrinking
new recurrent revenues marketshares…
30. Why
Because we can : all you need is to believe in your power
to become a Self Made Entrepreneur
America is nothing without the Americca Dream
All self made millionnaires beleive Anyone Can Make it to
the top like (just like all the shows : The Voice, Who wants
to be Millionnaire)
HOW CAN YOU DO IT!!
BRANDING IS THE MOTO SO BE YOUR OWN BRAND
ADVOCATE
THANK YOU AND GOOD LUCK
