The Power of Integrated Marketing Communications by Yuliya Musakovska eleks.com
The Power of Integrated Marketing Communications by Yuliya Musakovska
eleks.com
This is me.
● 13+ years in marketing and communications
● 9+ years in IT industry● 4 international companies● 10+ people coached into profession● 4 published books (poetry)● Currently Head of Marketing @
TOP 10
2+ “marketings” within a company
Campaigns deliver chaotic messages
Same-looking company brands
Company’s market positioning is unclear internally
Observations
Mostly relevant for large global companies.
Note:
No differentiation
Consequences
Brand
No clear brand vision
Doublework
Inconsistent Messaging
Confusion
Money lost
The Reality of Today’s Market
Media Explosion:
Multitude of Channels
The Rise of Social:
Customers in Charge
Differentiate or Die:
Branding Rules
Are you really getting your Brand Message across?
Why Brand Matters
➔Consumers are willing to pay more money for higher equity brands.
“Brand Equity is the intangible value of a brand added to a product or service from a perception in customer’s minds”(Tom Duncan, “Integrated Marketing Communications)
The Role of IMC
➔IMC build Brands and increases Profit Margin.
Integrated marketing communications (IMC) employs marketing strategies through multiple marketing communications to build and maintain strong brands. The premier way for organizations to manage customer experiences in the digital age.
Corporate Social ResponsibilityPublic Relations
Internal Communications
Newsletters
Visual Design
Marketing and Corporate Collaterals
Website and Blog
Media Relations
Integration is
Synergy
IMC Executive and Thought Leadership
Events
Social Media
How does IMC really work?
ELEKS Google Glass ExperimentChannels
● Website● Blog● Newswire● Social Media● Technology Media● Events● Customer
Newsletter/Nurturing ● Employee Newsletter
Technology article
Award entry
Multiple Content TypesPress release/Media
pitchPromotional video
Event showcase Marketing case study
Google Glass
ExperimentClear, consistent and compelling message:
ELEKS pioneered in applying the new technology for commercial use
Apple Watch App for Tesla CarChannels
● Blog● Website● Newswire● Social Media● Technology Media● Events● Customer
Newsletter/Nurturing● Employee Newsletter
Integrated Campaign Series
Brand Message / Differentiator:
ELEKS is an early adopter of new technologies that continually explores their potential for the business use
Campaign 1Google Glass Experiment
Campaign 2Apple Watch App for
Tesla Car
Campaign 3Mobile 3D Car
Preview
Campaign 4Holiday VR Game
Case Study ⇆ Article ⇆ Press Release ⇆ Presentation ⇆ Video ⇆ Direct Mail
Social Media | Blog | Website | Events | Email Campaigns | Newswire | Technology Media
Brand Strategy
Why Integration?
Your Brand
Saves Costs
Builds trust in your Brand
Improves morale
Increases effectiven
essand
efficiency
Takes away
Confusion
To optimize the communication of a consistent message carrying the company's brand to stakeholders
Brand Strategy
↑Sales and Marketing Strategy
Continuous experimentation
Multi-channel campaigns
Brand Positioning is the base
Keeping everyone in sync
Measuring effectiveness of channels
Alignment of key stakeholders
Best practices development
Always using the Brandbook
Dialogue with key audiences
Integrated Marketing Team
Employer branding
Tech community content
Professional events
Integrated Team
Internal news/newsletters
Corporate and social events
Employee motivation campaigns
Talent Acquisition collaterals
Website, SEO, web analytics
E-mail campaigns
Media relations
Marketing collaterals
Effective Brand
Building
Global events
Advantages:➔ Best practices and quality standards➔ Top-level in-house marketing agency➔ Brand focus➔ Cost efficiency
What’s hot?➔More vivid brand
differentiation➔Knowledge of customer
insights➔Need for brand evangelists➔Customer and employee
brand advocacy➔Raising the level of
transparency
Inspired by Technology.Driven by Value.
Feel free to connect on LInkedIn: https://ua.linkedin.com/in/yuliya-musakovska-86570b2