Learn about Integrated Marketing Communications and Marketing Tactics applicable across board to corporate companies in all sectors

1. Integrated Marketing
Communications & Marketing
Tactics
Reema Sarin

2. Evolution of Integrated Marketing Communications
• Advertising and promotion have been used by organizations for years to sell goods,
services and ideas .
• The marketplace is continually changing, and traditional strategies are becoming
archaic at a rapid pace.
• Increased Competition in Commercial and Non-profit Sectors.
• Organizations need effective and efficient ways of communicating with customers
than in the past, largely due to their increasing knowledge as well as their increasing
skepticism.
Increased number of organizations have now accepted Integrated Marketing
Communications, not only as a tool for effective communication, but to
survive in a marketplace that suffers from information overload.
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3. Integrated Communications requires careful
preparation for high adoption
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4. What is driving Marketing Communications today
Improve employee
productivity
Distributed
workforce
Branding
Competitive
imperatives
Social
networking
Globalization
Outsourcing
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5. » Marketing Mix & Approach
» Public Relations
» Industry Partner Program
» Analyst/Advisory Relations
» Strategic Relationship Marketing
» Web Marketing
» Webinar
» Blogging
» Social Networking
» Events/Speaking Opportunities
» Awards
» CSR
What are we going to talk about!
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6. » Marketing mix is a combination of marketing
tools that are used to satisfy customers and
company objectives, controlled by the 4 Ps -
Product, Price, Place and Promise.
» All elements of sales and marketing must
work in perfect unison so that the
prospective consumer is being sent that ‘One
Integrated message’.
» 5 essential components of the marketing mix
are: Fit, Value, Uniqueness, Sustainability,
Credibility
» 4Cs - Consumers, Cost, Convenience, and
Communication, all mandated to deliver an
effective Integrated Brand Management
strategy for an organization
Marketing Mix
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7. Approach
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8. 3/29/2018 Reema Sarin 8
Modes

9. Public Relations
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10. Public Relations - A RACE
• Research
• Action
• Communication
• Evaluation
Evolution of PR
 Corporate Communications
 Public Affairs
 Communications
 Corporate Relations
 Corporate Public Affairs
 Unified Communications
 NOW -> Integrated Marketing Communications
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11. PR TACTICS
• Measures
– Engage with the PR agencies globally on
our Corporate Communication strategy
and implementation
– Consistently educate the PR agencies on
our strategic positioning, new company
developments and trends in the testing
industry
– Provide new media pitches to highlight
your company’s story for brand recall
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12. • It is no great achievement to get media mileage when you have news to
give to the Press
• You know you have a successful PR program when the Press calls you for a
company quote ‘as a Thought Leader in your industry story’
A successful Marketing practitioner is one which keeps
his/her company in the news consistently and reaches out
effectively to all target markets to meet business objectives
Key Learnings

13. Industry Partner Program
‘Build an Industry Partner program that generates long term profitable revenue globally. It
should enable your company to enter into new markets with service offerings core to your
business strategy’
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14. Analyst/Advisory Relations
‘Make Analyst and Advisory Relations a strategic tool in developing your brand globally. It is useful
in creating new business opportunities, reaching out to prospects and supporting existing client
relationships”
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15. Strategic Relationship Marketing
‘Develop and strengthen your relationship with clients globally, you must invest in
client focused corporate events and targeted promotional activity – select
Roundtable forums; Breakfast meets; Social meetings; host co-branded events.’
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16. Web (SMART) Marketing
Web Marketing is Highly Targeted, Measurable, Cost Effective and ROI driven,
which allows you to reach your global customer base fast!
You can target by:
City
Country
Gender
Age
Interests
Company
Industry
Job Titles
Search
Websites
Webpage context
Control your cost on:
CPC (cost per click)
CPM (cost per thousand
impressions)
CPA (cost per action)
Measure performance and ROI
Total impressions & clicks
Total email opens & visitors
Total desired actions taken
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17. Establishes you as a thought leader and generated good leads. However,
they do Attract Too Many Tire-Kickers
Four Key Steps To Boost Webinar Results And Lead Quality-
– Use Webinars to Educate, Not Sell To, Your Target Audience
– Employ Web 2.0 Tactics To Grab Audience Attention
– Use Pre-Show Activity To Separate Tire-Kickers From Buyers
– Engage With Qualified Attendees During The Webinar — And Right
Afterward
Webinars
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18. • Highly targeted:
– Advertise on websites that your target audience frequently visits
• Advertise using various formats:
– Text ads, Graphic ads, Animated ads, Peel throughs
• Pay as you like! Never need to exceed your monthly budget:
– Pay per click, or pay per impression
• Target with social media site if applicable to your business:
– Target by Age, Gender, Country, Education, Company
Online Advertising
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19. Popular Online Advertising Networks
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20. Excellent for creating consistent Brand Awareness and quality Lead Generation!
Search Engine Optimization
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21. Email Marketing is one of the most effective and powerful tools for
Lead Generation, applicable to every business today!
And why?
• Free & Direct Medium – It is free medium that immediately connects you
to your target market directly
• It is Highly Targeted and Unique
• Highly Measurable – You can measure how many people opened the
email, clicked on links
No-cost Email Marketing
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22. Affiliates promote your products and services and drive additional
traffic to your website. You only pay a commission when there is a
sale!
Results based Affiliate Marketing
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23. For your service / product, let your users do viral marketing or
the ‘hard-work’ through word of mouth, email and other brand
promotion tools, e.g. Discount Coupons etc.
Intelligent Viral Marketing
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24. Social Networking Websites like Facebook, MySpace, Twitter, and Flickr which were started as
ways for people to keep in touch with their friends and family, share their latest holiday photos,
and post their favorite cute animal videos -- have become pretty powerful tools for Marketing
Online Social Networks
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25. ‘A Weblog is one of the latest and greatest tools for creating a ‘Marketing
Buzz’.
And How?
• Blogs have content, distribution, and accelerated frequency – hence great education tool
• Popular blogs have one thing in common; an individual voice. A voice will not only gain readers,
but it
keeps them, creating brand loyalty
• Fantastic Credibility through third party promotion. Small In Number But Large In Influence
Are you Blogging yet?
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26. Show ‘Thought Leadership’ and Educate your prospects by ‘Pre-selling’ to
them with White Papers, Webinars, Case Studies
White Papers, Case Studies:
- For e.g. If you are an IT company you would promote your White Papers and Case Studies on:
Webinars:
- Host ONE Webinar a month
- Promote it through:
- Banner advertising on other related websites through
Google (paid ads)
- Email to prospects and customers ($0, No Costs!)
Collateral Promotion
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27. Events/Speaking Opportunities
Be Seen and Heard Globally!
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28. Awards
Make sure you get many every year!
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29. Key Learnings
• Ensure a good ‘buy in’ from senior management by integrating PR and
Marketing exercises with the company’s Business objectives.
• This will ensure result in better Return on Investment (ROI) from a
‘measurement of success’ perspective
• For optimum and wide visibility, roll out all Marketing and Media
exercises at a Global / Regional level
• Map out a quarterly but flexible Marketing & Communication plan to
adapt to the company’s changing and evolving needs
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30. Building & Managing a Brand
30th October 2009
Reema Sarin

31. » A well crafted Marketing Plan focuses on
effective ‘brand positioning’ which has the
following three primary components –
» It should define your:
» Target Market – locally, regionally, globally
» Business focus – industry segment (s)
» Key value propositions or USP
Positioning is Key!
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32. What is Brand Development
• Developing a new brand is not just designing a new logo - you have to
‘Live and breathe the Brand’
• Brand is another word for ‘reputation’
• Reputation:
– Doing what say you will do and doing it well
– Meeting deadlines and promises across all markets and amongst
current & prospective clients, industry partners and businesses
• Make every ‘Employee a responsible Brand Ambassador’ through
consistent internal marketing and corporate social responsibility (CSR)
programs
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33. Firms change Brand Portfolio
Before
the
Web
Turnover
Mass brands: seek new markets
 Invest in developing countries.
 Low margin, reduce ad spending
 More white labeling
Mid-size brands: stronger targeting
 Invest in market intelligence.
 Low margin, keep ad spending level
 More added value through experience
Niche brands: serve communities
 Invest in social networks.
 Keep ad spending low
 Network = experience
Portfolio
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34. » Branding
» Employee engagement
» Float the idea
» Strategic communications
» Think strategically
» Award-winning results
» Targeted communications
» Internal clients
» Media landscape
» Engaging our audiences
» Interactive tools
» Communications solutions
» Reputation management
» Join the conversation
» Message-driven
»
Use Smart Marketing Jargon
Blow your trumpet 24x7!
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35. Organizational Excellence
The journey towards organizational excellence is critical for
any Brand to do tremendously to improve its competitiveness
in an ever changing marketplace.
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36. Strategic Planning
Align Brand values to design, culture and people to its
business strategy, objectives and corporate values.
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37. All internal communication should focus on
effective ‘brand positioning’ amongst
employees and should clearly communicate
the organization’s corporate values and USP.
Employees globally should identify them
selves with the Brand.
Enhance Brand Visibility
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38. Global Brand Management
• Cooperate, collocate and synchronize work tasks with the
employee base globally, clearly articulating all facts and the
end objectives of the Brand.
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39. Internal Branding
• Objectives
– Increasing internal branding
– Creating a sense of belongingness within employee community
– Communicate regularly to create a sense of stability
– To help drive ownership and shared engagement
– Encourage knowledge sharing
• Measures
– Monthly company newsletter
– Company portal for client visibility
– Internal events –Wellness & Employee Talent programs
– CSR Activities
– Poster Campaigns
– Regular email updates on News coverage
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40. Process Management
Operate, Control, Evaluate and Improve organizational processes and
interconnected tasks with the goal of maximizing brand values in the
market
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41. • Implement an Internal Marketing
perception survey with all your Sales
and senior Management
• Objective is to obtain feedback –
– On what is working and what is not?
– To prioritise the current marketing
plans to ensure that sales and
marketing are aligned in meeting
the common business objectives
To get better at your Job!

42. Benchmark for Excellence
Measure, analyze and assess the performance of your Brand
in the market every Quarter
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43. Marketing Campaigns
Increase Brand visibility to generate sales opportunities through technology and
industry focussed campaigns, client focussed messaging and marketing activities
across the globe
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44. CSR
Showcase and Communicate your Company’s brand values through CSR
activities amongst all target audiences using all media channels!
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45. Brand Building through CSR
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46. Global Brands!
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47. Thank You
Any Questions?
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