2. What We Will Cover
1. Trends in Marketing Communications
2. The Marketing Communications
Industry
3. The Media
3. Trends in Marketing Communications
• Of utmost importance is the fact that offline and online
marketing communications must work together, in an
integrated fashion, to reach consumers in their worlds,
relying on metrics and analytics to measure and
evaluate success and to make improvements
• “The lines are blurred between reality, entertainment, self-
expression, and marketing communications.”
7. Trends in Marketing Communications
• Of utmost importance is the fact that offline and online
marketing communications must work together, in an
integrated fashion, to reach consumers in their worlds,
relying on metrics and analytics to measure and
evaluate success and to make improvements
• “The lines are blurred between reality, entertainment, self-
expression, and marketing communications.”
9. A Changing Landscape
• Research studies tell us that
consumers in Canada are among the
most connected in the world
• Many individuals multitask with the
media
10. Media Usage
• Marketers tailor
messages and are
shifting advertising
dollars online to
respond to change
media habits
Time Spent with
Canadian Media
Average Time Spent per Day by Adults
Time Spent % of Time
Digital 4 hours and 21 minutes 45%
Desktop 1 hour and 53 minutes
Laptop
Mobile 2 hours and 28 minutes
Television 3 hours and 22 minutes 35%
Radio 1 hour and 34 minutes 16%
Print 24 minutes 4%
TOTAL 9 hours and 41 minutes 100%
Source: “Mobile Drives Growth in Time Spent with Media in Canada, eMarketer, May
25, 2016, http://www.emarketer.com/Article /Mobile-Drives-Growth-Time-Spent-with-
Media-Canada/1014003.
20. Evolving Media
• Traditional media are creating their own
online assets to remain competitive and
relevant
• News uses YouTube channels and apps
• Radio stations stream and create podcasts
21. Evolving Media
• Online magazines
• Newspapers on 24/7
• Out-of-home digital billboards
• Digital move to mobile
22.
23.
24.
25. The Marketing Communications Industry
• Areas work together to form an industry that is
ethical, trustworthy, cohesive, and measurable
26. The Media
• Paid Media
• Owned Media
• Earned Media
Broad-spectrum integrated agencies or specialist
agencies that provide marketers with expertise on how
best to communicate messages to their audiences
Internet Mobile TV Newspaper
Magazine Radio
Out-of-
home
Marketing Communication Agencies
30. Media Research Companies
• Metrics are
central to smooth
functioning of the
marketing
communication
industry
Looking for Media Data?
Alliance for Audited Media (AAM) www.auditedmedia.com
Numeris www.numeris.ca
Canadian Out-of-Home Measurement Bureau (COMB) www.comb.org
comScore www.comscore.com
Forrester Research www.forrester.com
Interactive Advertising Bureau of Canada (IAB) www.iabcanada.com
Canadian Media Directors’ Council www.cmdc.ca
Nielsen Company www.nielsen.com/ca
Television Bureau of Canada (TVB) www.tvb.ca
ThinkTV www.thinktv.ca
Vividata [amalgamation of NADbank and the Print
Measurement Bureau (PMB)] www.vividata.ca
31. Associations and Regulatory Bodies
Associations
• Canadian Marketing
Association (CMA)
• Institute of Communication
Agencies (ICA)
• Interactive Advertising
Bureau of Canada (IAB)
• Association of Canadian
Advertisers (ACA)
Regulatory Bodies
• Advertising Standards Canada (ASC)
• Competition Bureau
• Canadian Radio-television and
Telecommunications Commission (CRTC)
• Canadian Marketing Association (CMA)
• Canadian Wireless Telecommunications
Association (CWTA)
• Mobile Marketing Association (MMA)
32. Approaches to Marketing Communications
• Outbound Marketing – refers to the traditional
marketing approach where marketers seek out
consumers widely broadcasting messages
• Inbound Marketing – when interested consumers
find the product and its messaging by using online
techniques that marketers facilitate
• These often work together
33. Integrated Marketing Communications
• Designing a marketing communications program that
coordinates all promotional activities to provide a
consistent message to a target audience
– The key is to use a process that makes it easy to design
and evaluate
– Each element has a distinct role as well as a purpose in the
overall campaign
44. “You may be right, but that
doesn't mean that people will
care. Or pay attention. Or take
action. Just because you're
right, doesn't mean they're
going to listen. It takes more
than being right to earn
attention and action.”
“Just because you're right....”
Seth Godin, July 29, 2016
87. IMC
•Carefully integrating and
coordinating the company's many
communications channels to deliver
a clear, consistent and compelling
message about the organization and
its products.
89. IMC
•Carefully integrating and
coordinating the company's many
communications channels to deliver
a clear, consistent and compelling
message about the organization and
its products.
93. IMC
• Integrating many communication channels to
deliver a clear, consistent, and compelling
message about the company and its products
• All touchpoints must be recognized and
ensure the brand contact delivers a
consistent and positive message
99. Because the big idea combines a
number of tools that are sometimes
operated by different professionals
such as app developers, public
relations, social media and others,..
100. Because the big idea combines a
number of tools that are sometimes
operated by different professionals
such as app developers, public
relations, social media and others,..
