Download to read offline
More Related Content
Similar to Intergrated marketing strategies introductory
Intergrated marketing strategies introductory
- 1. Intergrated Marketing Communication Strategies How and whycommunicate about your offerings?
- 2. Intergrated Marketing Communication âą processused to unify marketing communication elements, such as public relations, social media, audience analytics, business development principles, and advertising, into a brand identity that remains consistent across different media channels âą Using different communication tools to deliver a common message and make a desired impact on customers' perceptions and behavior.
- 3. Elements of IMC âą anypaid form of nonpersonal presentation by a sponsor Advertising âą personal presentations by a firmâs sales force Personal Selling âą short term incentives to encourage sales Sales Promotion âą building good relations with various publics Public Relations âą Communicating to individual targeted customers Direct Marketing
- 4. What it standsfor! The task of marketing communication is to positively influence the attitudes of buyers towards the product and also the company through various measures. Communication to the customer and of the company to the market is planned and executed via various instruments. Important goals are: âą Optimization marketing mix âą operational communication planning âą sales support âą lead generation Why it is important! Typical questions and tasks âą How do I reach my target groups? âą Which instruments do I use in the marketing mix? âą How do I plan communication goals and actions? âą How can budgets be used optimally? âą How can I convey my advertising messages correctly? âą How can customer loyalty be increased in a targeted manner? âą How do I select the right advertising channel? Reach customers efficiently increase in market share Position company Support sales Increasing the level of awareness and improve customer loyalty 4 âą #2: Marketing Communications/ promotion âą At a glance
- 5. 5 âą Marketing CommunicationsPlan âą Your starting point Types of plans Business plan Marketing Communications plan (MarRCom) Marketing plan Campaign plans Strategic Operational The marketing communications plan is based on a clear marketing plan (strategy) and determines how and with what tools and resources marketing goals will be achieved. It usually lasts only for the coming year. Choose effective communication channels that your customers rely on for their information (customer journey in mind, media planning including single media/point of time/frequency) Define as exact as possible your target group that increases your chances of developing right messages & choosing appropriate channels which leverages advertising budget efficiently Create & execute crisp, compelling messages that resonate with your target group (immediate need or issue, clear benefit not just features, strong brand, key message as an eye-catcher) Story- telling Budget? (needed or available) Measurement? (achievement of goals)
- 6. How to develop IMC plan IdentifyingTarget Audience Determining Communications Objectives Buyer Readiness Stages Designing Message Message Content Message Structure Message Format Media Selection personal and nonpersonal communications channels Message Source Feedback Collection Push( create demand?) vs Pull (build loyalty) strategy? -
- 7. 7 Attention Interest DesireAction Attract attention of the desired target group for the product/ service - in a world where customers are surrounded with advertising messages, it is hard in particular to stand out from the crowd. e.g. eye-catching colors, cheeky slogans, unsual images Arise deeper interest in the advertising message so the brand or product/service is firmly anchored in the customer's memory. Transform into the desire to purchase the advertised product/service by using two forms of advertising promises: âą emotional messages such as e.g. social status, security or pleasure âą rational messages such as e.g. quality, durability or rice advantage Trigger the call-to-action to purchase the product/service. e.g. buy button on a website âą The AIDA model â stages customer goes through to ACT!...purchase âą Stages of advertising effect A I D A
- 8. 8 âą Marketing Communications/Promotion âąA wide range to choose from Personal Selling (Face to Face) Public Relations Sales Promotions (in-store & online) Advertising (traditional & digital) Direct Marketing (traditional & digital) Communication channels âą Print ad âą Radio ad âą TV ad âą Out of home, e.g. billboards, cinema âą Leaflets âą Mailings âą E-mail marketing (newsletter) âą Customer magazines âą Catalogues âą Sampling âą Couponing âą Exhibits âą Demonstrations âą Fairs & trades âą Seminars âą Speeches âą Samples âą Sales meetings âą Presentations âą Fairs & trades
- 9. 9 Purpose Con Pro âą Marketing Communications âąWhich communication for what & why Personal Selling (Face to Face) Public Relations Sales Promotions (in-store & online) Advertising (traditional & digital) Direct Marketing (traditional & digital) âą Awareness âą Brand building âą Customer acquisition âą Awareness âą Brand building âą Immediate purchase âą Immediate action/purchase âą Awareness âą Brand bulding âą Credibility âą Relationship building âą Immediate purchase âą Large reach âą Customer level personalization âą Results easily measurable âą Large reach âą Precise targeting possible âą Targeting limited âą Expensive âą Reach limited âą Expensive âą Not sustainable long term âą Very expensive âą Targeting limited âą Free or inexpensive âą Reach limited âą Expensive
- 10. 10 3 Râs ofRelationship Marketing Recruitment Retention Recovery 4 Pâs of Transactional Marketing Product âą Design âą Additional product benefits âą Product improvement âą Marking/brand âą Product differentiation âą Service standards âą Range of offers âą guarantees âą Product innovation âą Value-added services âą Product improvement âą Individual services Price âą Low price âą Special offers âą Bonification âą Financing offer âą Optimal price-performance ratio âą Price guarantees âą Price bundling âą Discounts and bonuses âą One-off payments on resumption âą Special conditions Promotio n âą Direct mailing âą Mass communication (w. dialogue function) âą Sales promotion âą Customer magazines âą Direct mail âą Sponsoring âą Customer clubs âą Direct mailing âą Telefon marketing âą personal conversation âą Invitation and events Place âą Product sampling âą Actions on the pos âą Direct sales âą Sales talks âą Direct marketing âą Direct sales âą regular field service visits âą POS near âą Exclusive distribution âą Field service assignment âą Online Sale âą Transactional & Relationship Marketing combined âą Typical instruments
- 11. What is theplan to communicate your product? âą Examples?