The document discusses the role of Integrated Marketing Communications (IMC) in brand building. IMC is defined as a process that creates mutually beneficial relationships between customers/stakeholders and organizations by organizing customer data and coordinating marketing messages. The document then examines how Canada's largest tobacco company, Imperial Tobacco Limited, successfully built their Player's brand through implementing key IMC processes like cross-functional planning, brand communication, and data-driven customer targeting and communication. These IMC strategies helped Imperial Tobacco increase their market share and build a strong brand over several decades.
Loyalty is more than just a program it is becoming a vehicle for brand philosophy. The new breed of successful loyalty programs go beyond perks to build impactful emotional connections with customers. Unparalleled customer loyalty begins and ends with the quality of your relationships with customers.
This strategy used a company for a year. I'm sharing this strategy combined with a case study. You can reach every single detail about technological B2B Digital Marketing Strategy.
1. Stats and industry
2. Role of influencers
3. Lessons learned - Strengths of Influencer marketing
4. Lessons learned - Improvement areas of Influencer marketing
5. Opportunities and risks
Learn how to research a market and develop buyer personas for all of your target markets. This deck covers the fundamentals of customer segmentation, including gathering market information, how to pull that information into a cohesive buyer persona, and examples of Hubspot's buyer personas. Slides from a class taught by Hubspot's Sam Mallikarjunan.
This deck consists of total of thirty four slides. It has PPT slides highlighting important topics of Customer Journey Powerpoint Presentation Slides. This deck comprises of amazing visuals with thoroughly researched content. Each template is well crafted and designed by our PowerPoint experts. Our designers have included all the necessary PowerPoint layouts in this deck. From icons to graphs, this PPT deck has it all. The best part is that these templates are easily customizable. Just click the DOWNLOAD button shown below. Edit the colour, text, font size, add or delete the content as per the requirement. Download this deck now and engage your audience with this ready made presentation.
8 Onboarding Tips to Get App Users HookedCleverTap
Onboarding a new user is one of the most important experiences to get right. Here's how you ensure a smooth mobile onboarding experience for your users.
Loyalty is more than just a program it is becoming a vehicle for brand philosophy. The new breed of successful loyalty programs go beyond perks to build impactful emotional connections with customers. Unparalleled customer loyalty begins and ends with the quality of your relationships with customers.
This strategy used a company for a year. I'm sharing this strategy combined with a case study. You can reach every single detail about technological B2B Digital Marketing Strategy.
1. Stats and industry
2. Role of influencers
3. Lessons learned - Strengths of Influencer marketing
4. Lessons learned - Improvement areas of Influencer marketing
5. Opportunities and risks
Learn how to research a market and develop buyer personas for all of your target markets. This deck covers the fundamentals of customer segmentation, including gathering market information, how to pull that information into a cohesive buyer persona, and examples of Hubspot's buyer personas. Slides from a class taught by Hubspot's Sam Mallikarjunan.
This deck consists of total of thirty four slides. It has PPT slides highlighting important topics of Customer Journey Powerpoint Presentation Slides. This deck comprises of amazing visuals with thoroughly researched content. Each template is well crafted and designed by our PowerPoint experts. Our designers have included all the necessary PowerPoint layouts in this deck. From icons to graphs, this PPT deck has it all. The best part is that these templates are easily customizable. Just click the DOWNLOAD button shown below. Edit the colour, text, font size, add or delete the content as per the requirement. Download this deck now and engage your audience with this ready made presentation.
8 Onboarding Tips to Get App Users HookedCleverTap
Onboarding a new user is one of the most important experiences to get right. Here's how you ensure a smooth mobile onboarding experience for your users.
Social Media is a place where you will find the target audience for your products. Hire instagram influencers, youtube influencsers from the best influencer network. Explore http://www.class15.com
The Digital Customer Experience: Why the Future of the Communications Industr...Brian Solis
Brian Solis and amdocs explore the impact of connected customers on the traditional funnel and the need for designing digital customer experiences (DCX). Today’s customers don’t think in terms of channels nor do they see departments. Digital customers simply want to interact with service providers in a consistent manner — wherever, whenever, and via whatever device they’re using. Even though the customer is changing, business models and approaches aren’t keeping up. Operators are not fully equipped technologically or philosophically to personalize customer touchpoints based on behaviors.
What is Influencer Marketing?
Why Influencer Marketing?
Advantages of Influencer Marketing?
How to use Influencer Marketing?
Case Studies on Successful Influencer Marketing?
This presentation is about basics of marketing, definition, comparison with branding, channels of marketing, types of email marketing, and basics of effective email marketing, metrics involved, importance of subject lines as well as email automation
How to create Social Media Calendar. Here you will find how to create an effective social media content calendar to help you plan and manage your posts. You'll also be given recommendations for great tools to assist you in creating and managing that content.
Customer engagement is the process of actively building, nurturing, and managing relationships with customers. Customer engagement can unlock exponential growth for your company. Learn more about how it's done.
Digital Marketing for Lead Generation & SalesDigital Vidya
Interested in leveraging Digital Marketing to multiply your organizational revenue? You will find this deck on Digital Marketing for Lead Generation & Sales relevant and interesting. You can find about upcoming hands-on Digital Marketing trainings by Digital Vidya at http://www.digitalvidya.com
Auto and car dealers have the timely opportunity to engage their customer base with digital and social media. Like the Internet created a revolution for the auto sales now Social media is positioned to change the way dealers interact and communicate with their clients.
Bravo, you just got a new customer! Marketing is done, right? Wrong! In the final presentation of our Marketing How-To Series, find out why you need to continue marketing to your current customers to keep them coming back for more.
Key topics include:
How to increase your customer lifetime value
Make your customers do the marketing for you by creating advocates
Best practices in rewarding your loyal customers
Social Media is a place where you will find the target audience for your products. Hire instagram influencers, youtube influencsers from the best influencer network. Explore http://www.class15.com
The Digital Customer Experience: Why the Future of the Communications Industr...Brian Solis
Brian Solis and amdocs explore the impact of connected customers on the traditional funnel and the need for designing digital customer experiences (DCX). Today’s customers don’t think in terms of channels nor do they see departments. Digital customers simply want to interact with service providers in a consistent manner — wherever, whenever, and via whatever device they’re using. Even though the customer is changing, business models and approaches aren’t keeping up. Operators are not fully equipped technologically or philosophically to personalize customer touchpoints based on behaviors.
What is Influencer Marketing?
Why Influencer Marketing?
Advantages of Influencer Marketing?
How to use Influencer Marketing?
Case Studies on Successful Influencer Marketing?
This presentation is about basics of marketing, definition, comparison with branding, channels of marketing, types of email marketing, and basics of effective email marketing, metrics involved, importance of subject lines as well as email automation
How to create Social Media Calendar. Here you will find how to create an effective social media content calendar to help you plan and manage your posts. You'll also be given recommendations for great tools to assist you in creating and managing that content.
Customer engagement is the process of actively building, nurturing, and managing relationships with customers. Customer engagement can unlock exponential growth for your company. Learn more about how it's done.
Digital Marketing for Lead Generation & SalesDigital Vidya
Interested in leveraging Digital Marketing to multiply your organizational revenue? You will find this deck on Digital Marketing for Lead Generation & Sales relevant and interesting. You can find about upcoming hands-on Digital Marketing trainings by Digital Vidya at http://www.digitalvidya.com
Auto and car dealers have the timely opportunity to engage their customer base with digital and social media. Like the Internet created a revolution for the auto sales now Social media is positioned to change the way dealers interact and communicate with their clients.
Bravo, you just got a new customer! Marketing is done, right? Wrong! In the final presentation of our Marketing How-To Series, find out why you need to continue marketing to your current customers to keep them coming back for more.
Key topics include:
How to increase your customer lifetime value
Make your customers do the marketing for you by creating advocates
Best practices in rewarding your loyal customers
IMPACT OF INTEGRATED MARKETING COMMUNICATIONS (IMC) ON CONSUMER DECISION MAKI...IAEME Publication
Today there are many tools used for marketing. Many Ideal figures have been drawn tocreate “the way” to do marketing. IMC is constructed to be a non-massmarketing tool that focuses on its target market specifically, makes it essential to start relationships with customer, it shows the importance of one coherent message the user of IMC is trying to portray to its customers, and finally it allows marketers to know what resources or communication channels they have at hand because IMC makes it important to know your resources of marketing beforeyou actually start marketing your product. These characteristics of IMC are the very reason the authors of this study became interested in this topic specifically to study the Impact of integrated marketing communications (IMC) on consumer decision Making with special reference to Pharma Industries in Tamilnadu.
Developing effective value creation in digital advertising. Focuses on how programmatic media buying strategy can identify value which enables brands to build upon customer relationships. By aligning operations and analysis around overall marketing strategies programmatic media industry participants can increase the vale they provide.
A critical reviewofdigitalmarketingijmra-14610Rajukumar510
LIFTED COMPETENCE offers in cooperation with the international Digital Marketing
Institute, the diploma program "Professional Diploma in Digital Marketing". The program is
offered in more than 40 countries and is accredited by Scottish Credit and Qualifications
Framework level 8. Several thousand participants have completed the program.
The training material is developed by leading experts such as Facebook, Ogilvy, Google
In this piece from Raconteur - The Social Business, Shoutlet discusses why a consolidated approach from marketing and IT will drive results from social media efforts.
The evolution of marketing from a product or services centric model to a consumer centric model, based on the solutions marketing platform, ensuring value to the consumer and the marketer
Comparative Analysis of Brand Performance and Financial Gains a Case Study of...inventionjournals
Digital marketing is a term for interactive marketing using digital techniques. The main objective is to create brand awareness and to raise sales. This paper finds the effects of mobile marketing of sportswear companies (Nike, Adidas and Puma) by the comparison of their fans/followers on internet and financial gains. In this study, it is found that mobile marketing helps to create awareness and to raise sales of company. Nike spends more on mobile marketing as compared to its both rivals and is also getting more profit and brand value than Adidas and Puma. Nike leads in digital market; the company has more fans and followers on internet(Facebook, Twitter and Youtube). Adidas also made strategies for mobile marketing that helped them to raise brand value and profit in recent years. Statistics shows that Puma is relatively far behind in this race. The company should develop strategies better than its rivals to raise its enterprise value and to compete in the world market
Similar to Role of integrated marketing communications (imc) in the brand building process (20)
Comparative Analysis of Brand Performance and Financial Gains a Case Study of...
Role of integrated marketing communications (imc) in the brand building process
1. Role of Integrated Marketing Communications (IMC) in the Brand Building Process
2. The advent of 21st
century has marked a sharp change in almost all fields of life,
including business strategies. The old strategies, beliefs and tactics of marketing and selling a
product are no longer valid in today’s world. New techniques and technologies have
emerged on the surface of the business arena and have become eminent for effective
marketing strategies. In the following paragraphs, we will be highlighting one of these
strategies that is Integrated Marketing Communications which is currently in practice by all
big multinationals and the role it is playing in enhancing business approach.
Duncan defined IMC as a process of making good relationship with customers and
other stakeholders. This involves that all messages which are being sent to different groups
should be controlled and should encourage data driven technique (Duncan 2002, p.8).
In another instance, Duncan quoted that relationships that build brands are based on
IMC (Duncan, 2002). Thus from these two definitions, it can be concluded that IMC is that
component of business planning and marketing that is responsible for the organization of data
related to brands in such a way as to create a mutual relationship between customers and
stakeholders.
The following figure illustrates the characteristics associated with IMC process:
3. IMC PROCESS
(www.audiologyonline.com)
The above figure shows that the process of IMC is circular and uninterrupted, and
information in the Customer Relationship Management (CRM) database is used to interact
with target markets. Marketing Communication (MC) components mentioned in the box can
also be used by IMC.
Several advantages of IMC make it the choice of every industry. Customers have an
ease in buying due to IMC, thus making a good image and reputation of the organization. It
creates an everlasting bond between the customer and the organization. Moreover, this
relationship on one end secures a customer and on the other proves to be fruitful in making
profit since that customer will only trust that particular organization. Keller states that voice
of a brand is represented by marketing communications (2001, p. 823).
4. Discussion on IMC would remain incomplete without talking about brand. The goal
of all IMC processes relies on better understanding relationship between customer and
organization to meet its target objectives which is quite common to brand building process.
The strategies devised by IMC builds and create brands. Pam Danziger (2006) iterates that
the costumers’ happiness should be the focus of one’s attention and be paid prime importance
specially in the case when marketing messages are being developed and products are being
designed.
Let us now examine a company that has been able to build and maintain a positive
brand image by using a broad range of IMC tools. In this regard, we will discuss Canada’s
largest tobacco manufacturer ‘Imperial Tobacco Limited’ (ITL). The company has used three
key IMC processes vis-à-vis cross functional planning and monitoring, brand communication
and data driven targeting and communication (1970). In the preceding paragraphs, we will
see how these three processes of IMC have helped ITL build a successful brand.
One of the premier trademarks owned by ITL is Player’s. The organization’s structure
revealed that there was no position of ‘brand managers’. However, later the offices of public
relations, media relations and marketing departments were in place. In due course of time,
ITL’s market share rose making new records as compared to its progress in the past 30 years.
Premier trademark Player’s captured the market due to its strong brand strategy. The delivery
of a consistent and effective message was the result of a clear understanding of the market
being targeted. According to Ricard, ITL’s market share increased comprehensively during
the mid 1970s period primarily due to the fact that the organization transformed itself from a
brand management process to a brand planning process, thus focusing more on cross
5. functional approach and secondly, it adapted the techniques of positioning their products,
thus creating s better image for their products (Ricard, 2002).
Implementation of Psychographics was another important step used in the marketing
strategy of Player’s brand. It was revealed in the ITL’s documents that its management
decided that all the advertisement of Player's brand would make use of lifestyle imageries for
its marketing (1980a, p. 2). According to Mills, Bates & Spitzer, the key to the brand's
positioning is related to a relevant lifestyle (1977, p. 12).
ITL’s trademark Player's marketing plans revealed that its marketing strategy since
1971 was to label its products as a masculine trademark for young males. They used lifestyle
imageries to market their products in such a way so as to convey a feeling of freedom and
independence highlighting the individuality which is specific to mature young males (ITL
1983, p. 39472).
Thus, the company made full use of the components comprising of cross functional
planning and monitoring, brand communication and data driven targeting and communication
as illustrated above. These three aspects were crucial in company’s success and increase in
market share.
To conclude, all aspects of Marketing Communications are used by IMC’s strategic
marketing model for building a strong brand through reliable and interactive communication
between organizations and their target markets. As the relationships advance between
organizations and their customers, brand building activity continues by creating databases
that continuously monitor and respond to market needs. This in turn helps organizations in
6. maximizing their profits. The same is evident from the case study of ITL’s trademark
Player’s which captured the market through its interactive marketing strategies.
7. BIBLIOGRAPHY
Audiology Online. [Internet]. Available from <www.audiologyonline.com> Accessed March
16, 2010
Danziger, Pam (2006). [Internet]. Available from <www.unitymarketingonline.com>
[Accessed March 16, 2010]
Duncan, Tom (2002), IMC: Using Advertising and Promotion to Build Brands, New York:
McGraw-Hill Irwin.
Imperial Tobacco Ltd. (ITL) (1980a), "Alan--Creative Guidelines F'82," Exhibit AG-29,
RJR-Macdonald Inc. v. Canada (Attorney General)
Imperial Tobacco Ltd. (ITL) (1983), "F'85 Marketing Plan for Player's," Exhibit AG-219,
RJR-Macdonald Inc. v. Canada (Attorney General).
Keller, Kevin Lane (1993), "Conceptualizing, Measuring, and Managing Customer-Based
Brand Equity," Journal of Marketing, 57 (January), 1-22.
Ricard, Ed (January 23/24, 2002), "Interrogatory in the Quebec Superior Court," JTI-
Macdonald Corp., Imperial Tobacco Canada Ltd., and Rothmans, Benson & Hedges Inc. v.
The Attorney General of Canada (500-05-031299-975, 500-05031306-974, 500-05-031332-
978), 7/8, 1278-1485, 1495-1713.
Spitzer, Mills & Bates Ltd. (March 25, 1977), "The Player's Family: A Working Paper,"
prepared for Imperial Tobacco Ltd., Exhibit AG-33, RJR-Macdonald Inc: v. Canada
(Attorney General).