Integrated Marketing Communications (ZiggZ.net)

PROF.DR.AUNG TUN THET

Importance of Marketing & Communication

Business

Developed terrific products Put together talented management team Ultimate success depend on persuading

customers to select company’s products or services

Not buying from someone else

Business

Ability to sell Innovative strategies Comprehensive understanding of consumer

behavior Aggressive communication of message to

bring success

Developing Strategic Vision

Lookout for new opportunities Creating strategies Discover exciting, emerging markets Selling additional services or product

Creating Brand Awareness

Consumers need to know company exists What it is selling Advertising and promotion strategies

formulated to reach customers Repetition

Marketing Communications Mix

Marketing

Broad business function Include Product R&D Merchandising and distribution processes Pricing Communication Promotion

Communication Mix

Specific methods used to promote products to targeted customers

Promotional mix include five elements Sixth - event sponsorship

1. Advertising

Most prominent element All messages delivered to targeted audience Costly Control over message delivered – TV, radio,

print publication or website

2. Personal Selling

Sales force Promote products for resale to trade buyers Retail salespeople promote goods and

services to consumers Higher-end products and services require more

assertive efforts

3. Discounts and Promotions

Promoted through paid communication Coupons, percent-off deals and rebates Exterior signs In-store signage Increasing revenue and cash flow Attracting new customers Clearing out extra inventory

4. Public Relations

Similar to advertising Messages communicated through mass

media Don't pay for time or space

4. Public Relations

TV or newspaper feature story Provide brand exposure Don't control messages Influence

5. Direct Marketing

Both sales promotions and personal selling

Interactive communication with customers Message seek response from targeted

customers E-mail and direct mail

5. Direct Marketing

Special offers or calls to action Promoting limited-time deals or new

product launches Mail-order clubs, online or print surveys

and infomercials

6. Event Sponsorship

Pay to have presence at sports, entertainment, nonprofit or community events

Booth representation Hand out samples, gifts and literature Name mention and ad spots

Marketing Communication Strategy

Marketing Communication

Develop brand awareness Consumers translate product information into

perceptions about product’s attributes Retain product’s current customer base Cement relationships with customers and

suppliers

Marketing Communication Strategy

Business’s plan for: Product information dissemination Brand awareness development

Components

Advertising - reach large audience through mass market or target market appeals

Personal selling - communicate product benefits directly to customer

Direct marketing - reach customers without third party medium - catalogs and direct mail

Components

Sales promotion - incentive to buy product Public relations - outflow of information to

customers, suppliers and other groups

Strategies

Story TeIling Inspire customer trust by presenting personal

story Present customer benefits Customer testimonials to highlight product’s

value

Strategies

Benefits Accurately transmit product’s benefits Message positively received by customer Customer goodwill

Strategies

Considerations Appropriate for each product

Strategies

Expert Insight Analyze customer’s needs, preferences and

buying habits Products mesh with needs and habits

Marketing Communication Concepts

Marketing Communication

Critical component of marketing activities Right messages conveyed to right audiences

through right channels Raising awareness Increasing preference Generating leads and sales

Marketing Communication Strategies

Clearly identifying and understanding target audience

Differentiating against competition Developing key messages to address

audience questions and concerns Selecting communication channels to reach

audiences at optimum time

Clearly Identifying and Understanding Target Audience

Clear and thorough understanding of desired target audience

Marketers further refine market definition Develop appropriate messages delivered

through appropriate communication channels

Differentiating from Competition

Understand competitors: who, what they offer; position to attract buyers.

Competition - direct and indirect

Differentiating from Competition

Understand competitors: who, what they offer; position to attract buyers.

Competition - direct and indirect

Developing Key Messages

Emphasize main points about products and services that meet audience needs

Position against competition Direct, benefit-oriented Limited to no more than three to five

Selecting Communication Channels

Wide range Narrowing options Selecting most likely to connect

Selecting Communication Channels

Consider unique target market segments Select tools most likely to engage with

Importance of Integrated Marketing Communications (IMC)

Integrated Marketing Communications

Approach to planning communications Get better results from campaigns Reduce marketing costs

Integrated Marketing Communications

Integrating advertising, direct mail, social media, telemarketing and sales promotion

Provide clarity, consistency and maximum communications impact

Results

Traditional approach – businesses plan separate campaigns for advertising, press relations, direct marketing and sales promotions

Integrated campaigns use same communication tools to reinforce each other and improve marketing effectiveness

Integrated campaign

Use advertising to raise awareness of product Generate leads for sales force Communicating same information in press releases and

feature articles

Integrated campaign

Reinforce messages in advertising Use direct mail or email to follow up inquiries from

advertising or press campaigns Use telemarketing to sell directly or make

appointments for sales team

Creative Consistency

Different tools feature same creative treatment

Repeating headlines, key phrases and images in each communication

Customers receive consistent messages Reinforce basic campaign themes by

increasing number of times prospects see or hear same message

Cost Savings

Reduce copy-writing, design and photography costs

Reduce agency fees

Customer Preference

Provide customers with information in format they prefer

Via email, direct mail, text message or telephone

Receive same information in all communications

Integrating website design content with other communications

Seven Ways to Create Successful Integrated Marketing Campaign

Steps

1. Clear understanding of who your target audience is 2. Pick channels3. Have consistent look4. Create clear, consistent content easily adapted or

repurposed to suit different media or channels5. Ensure messaging integrated6. Make sure marketing teams/agencies working in sync7. Don't forget to track campaigns

THANK YOU!