Marketing Communications: How To Market Your Brand

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THE HUMAN HE{ART} OF MARKETING & The Kindness Boomerang!

TODAY’S REALITY = Consumers are hungry for Brands
to provide something more than just a product or service

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Marketing Communications: How To Market Your Brand

  1. 1. Marketing Communications: How To Market Your Brand
  2. 2. Marketing communications From Wikipedia, the free encyclopedia Marketing communications are messages and related media used to communicate with a market. Marketing communications is the promotion part of the "marketing mix" or the "four Ps": price, place, promotion, and product. It can also refer to the strategy used by a company or individual to reach their target market through various types of communication. Those who practice advertising, branding, brand language, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales,sales promotion and online marketing are termed marketing communicators, marketing communication managers, or more briefly, marcom managers. Traditionally, marketing communications practitioners focused on the creation and execution of printed marketing collateral; however, academic and professional research developed the practice to use strategic elements of branding and marketing in order to ensure consistency of message delivery throughout an organization - a consistent "look & feel". Many trends in business can be attributed to marketing communications; for example: the transition from customer service to customer relations, and the transition fromhuman resources to human solutions and the trends to blogs, email, and other online communication derived from an elevator pitch. Communication process[edit] The communication process is [sender-encoding-transmission device(channel)-decoding-receiver], which is part of any advertising or marketing program. Encoding the message is the second step in communication process, which takes a creative idea and transforms it into attention-getting advertisements designed for various media (television, radio, magazines), and others. Messages travel to audiences through various transmission methods. The third stage of the marketing communication process occurs when a channel or medium delivers the message. Decoding occurs when the message reaches one or more of the receiver's senses. Consumers both hear and see television ads. Others consumers handle (touch) and read (see) a coupon offer. One obstacle that prevents marketing messages from being efficient and effective is called barrier. Barrier is anything that distorts or disrupts a message. It can occur at any stage in the communication process. The most common form of noise affecting marketing communication is clutter.[1] Communication platforms[edit] Social Media[edit] Social commercials market share is rising, thanks to services like YouTube, Facebook and Vimeo. According to a 2011 study, "88% of all companies that have conducted social media advertising are satisfied with it." [2] Indeed, social commercials are steadily permeating our everyday lives, in the forms of billboards, apps, TV, and even print media. There is a large increase of businesses using video via YouTube for local business pages such as Google Local (formerly known as Google Places) which was integrated as part of the Google Plus network in 2010. Email[edit] Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either sold lists or a current customer database. Broadly, the term is usually used to refer to sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and adding advertisements to email messages sent by other companies to their customers. In-product communication[edit] Another channel for direct digital marketing is in-product communication (or in-product marketing), which delivers marketing content directly to a user's internet-connected deviceor software application. In-product marketing content is often very similar to that of email marketing campaigns, but the segmentation and delivery is more targeted. Because email has become a standard tool in the digital marketing toolkit, the email channel often is overloaded and overused, leading to much lower open rates, lower engagement rates
  3. 3. Gotcha! (*wink*)
  4. 4. THE HUMAN HE{ART} OF MARKETING & the Kindness Boomerang!
  5. 5. I NEED 3 VOLUNTEERS, PLEASE! 1. Someone to time 1-minuteconversations 2. Someone (who has a pen and paper) for me to interview (twice!) 3. Someone who follows their favourite brands on social media
  6. 6. AND WHY MARK ETING IS LIK E DATING! HOW DOES IT FEEL TO MEET MY BRAND?
  7. 7. BRANDCENTRIc
  8. 8. USERCENTRIC ROI = RETURN ON INTEREST
  9. 9. T h e K i n d n e s s B o o m e r a n g bea One-of-a-kindbrand { }
  10. 10. With marketers racing to deliver results and quantify the impact of marketing activities, the soft, hard-to-measure quality of k i n d n e s s is easily and mistakenly overlooked! There is no version of Google or Siri better than a human being himself that can see, listen +think with the heart What is the longer-term impact of such ‘friendly, generous, and considerate’ (pro)actions? Kindness unlocks stunning and sustainably successful corporate and personal legacies. Are YOU one of a KIND?
  11. 11. As humans we understand that INTERACTIONS alter how we perceive one another, significantly and quickly building or compromising a relationship. That’s why the pursuit and reward of transactional excellence for brands is over, FINITO and totally kaput! Instead Interactional excellence (i.e. where a personal experience and relationship is created and nurtured!) is now imperative for success.
  12. 12. TODAY’S REALITY = Consumers are hungry for Brands to provide something more than just a product or service.  Research shows that consumers are increasingly craving R E L A T I O N S H I P S WHY? T h e D e h u m a n i s i n g d i s c o n n e c t i o n o f T e c h n o l o g y !
  13. 13. HOW BRANDS CAN BUILD BETTER RELATIONSHIPS RELATIONSHIPS HAVE MOVED BEYOND P R O D U C T T R A N S A C T I O N S TO  H U M A N I N T E R A C T I O N S Instead of simply selling shoes that perform well for runners, Nike has creatively catalysed & constructed communities around Nike+, a personal, useful & meaningful experience with the Brand AND other runners with shared interests and purpose. 1
  14. 14. RELATIONSHIPS HAVE MOVED BEYOND A S t r u c t u r e d r e s e a r c h p r o c e s s TO  o r g a n i c d i s c o v e r y “ZMOT: Winning the Zero Moment of Truth” (a must-read Google-published book) affirms that people come to a brand through many online sources such as reviews, searches, ratings, peer recommendations and more. relationships wehave with one another are actually leading us to brands!
  15. 15. In our rapidly evolving digital-led world, brands must be humanly relevant If they want to survive thrive
  16. 16. “Millennials are the most racially diverse, highly educated generation in history. Their path to purchase isn’t a straight line, so marketers need to keep this in mind and GET CREATIVE. This means paying attention to THEIR specific needs, ensuring they have the right product mix and customizing their media and messages to be RELEVANT to those needs.”

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