Integrated Marketing Communication
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An Introduction to Integrated Marketing Communication
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Integrated Marketing Communication
- 1. AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATION VICTORIA CABALLERO MASTERS IN BUSINESS ADMINISTRATION HUMAN RESOURCE MANAGEMENT
- 2. WHAT IS MARKETING? Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization. PRODUCT PRICE PROMOTION PLACE PRODUCT PRICE PROMOTION 4Ps PLACE
- 4. WHAT IS INTEGRATED MARKETING COMMUNICATION? Integrated Marketing Communication is the coordination and integration of all marketing communication tools, avenues and sources within the company into a seamless program that maximizes the impact on consumers and other end users at minimal cost PRODUCT PRICE PLACE PRODUCT PRICE PLACE PROMOTIONPROMOTION PEOPLEPEOPLE PROCESSPROCESS PHYSICAL EVIDENCEPHYSICAL EVIDENCE
- 6. Point of purchase Publicity Public relations Direct marketing Interactive marketing Special events Packaging Sales promotion Direct response TRADITIONAL APPROACH TO MARKETING COMMUNICATIONS Media Adver- tising
- 7. CONTEMPORARY IMC APPROACH Point of purchase Publicity Interactive marketing Public relations Direct marketing Special events Packaging Sales promotion Direct response Media Adver- tising
- 8. TRADITIONAL VS INTEGRATED MARKETING
- 9. GOAL OF IMC BUILD BRANDS – brands that are well known and liked are more likely to be purchased Generate short-term financial returns and build long-term brand value. INCREASE PROFIT MARGIN
- 10. TRUST AMONG CONSUMERS BRAND DIFFERENTIATION ACCOUNTABILITY WITHIN A FIRM BENEFITS OF IMC IMC Level of Effectiveness is cutting through a message clutter than single strategies LEVEL OF EFFECTIVENESS IS CUTTING THROUGH A MESSAGE CLUTTER THAN SINGLE STRATEGIES
- 11. IMPACT OF IMC Business-to-business (B2B) interactions Marketing Channel Communications Customer-Focused Communications Internally Directed Communication INTEGRATED MARKETING COMMUNICATION
- 12. Traditional compensation Performance-based compensationTraditional compensation Performance-based compensation Media advertising Multiple forms of communication Mass media Specialized media Manufacturer dominance Retailer dominance General focus Data-based marketing Low agency accountability Greater agency accountability Limited Internet availability Widespread Internet availability Media advertising Multiple forms of communication Mass media Specialized media Manufacturer dominance Retailer dominance General focus Data-based marketing Low agency accountability Greater agency accountability THE CHANGING WORLD MC IMC
- 13. “Talking At” Consumers Two-way Dialogue with Consumers Focus on Winning New Customers Focus on Building Long Term Relationships with Consumers Marketers Relied Primarily on Advertising and Promotions Marketers Use and Coordinate Many Different Forms of Communication With Consumers “Talking At” Consumers Two-way Dialogue with Consumers Focus on Winning New Customers Focus on Building Long Term Relationships with Consumers Marketers Relied Primarily on Advertising and Promotions Marketers Use and Coordinate Many Different Forms of Communication With Consumers THE CHANGING WORLD OLD WORLD NEW WORLD
- 14. Mass Marketing Using Mass Communication Relationship Marketing Using Integrated Marketing Communication with a Focus on Interaction IMC – THE EVOLUTION TO
- 15. WHAT TRENDS ARE DRIVING THE INTEGRATION Brand and Product Proliferation INTERNAL EXTERNAL Customization Decreasing Brand Loyalty Price Sensitivity More Demand, Less Trust Clutter Service Economics Expertise Corporate Missions Communication Technology Benefits to be Gained Rising Costs & Accountability
- 16. IMC AND THE NEED FOR INTEGRATION Covers a number of different media and strategies TV, Radio, Direct, PR, Social Media etc. Integration provides synergy Selective combination of appropriate types of communication Meeting a common set of objectives for the brand. Integration over time with regard to customers
- 17. INTEGRATION AND SYNERGY INTEGRATION SYNERGYINTEGRATION SYNERGY When brand messages are integrated… …they reinforce each other… …and create synergy
- 18. THE IMPORTANCE OF INTEGRATION Integration begins with the way a company and its agencies organize the process for creating and delivering brand messages The Company All participants involved in creating and delivering brand messages must work together: Company Agencies The Media Channel Members, and MC Support Services
- 19. Brand Manager communicated by advertising, sales promotion, direct response, packaging, customer service, sponsorship, etc. ONE- AND Two-Way Media radio, newspaper, TV, outdoor boards, events, and sponsorships, mail, phone, internet, packaging, etc. Customer Brand Experience Evaluating and Planning IMC PROCESS MODEL WEAK BRAND RELATIONSHIPS Lose Customers, Sales, and Brand Equity STRONG BRAND RELATIONSHIPS Increased Sales, Customers, and Brand Equity Brand Manager communicated by advertising, sales promotion, direct response, packaging, customer service, sponsorship, etc. ONE- AND Two-Way Media radio, newspaper, TV, outdoor boards, events, and sponsorships, mail, phone, internet, packaging, etc. Customer Brand Experience Evaluating and Planning
- 20. THE KEY PLAYERS IN THE IMC PROCESS
- 21. ORGANIZATIONS: JANILYN SHOES AS AN EXAMPLE B2B B2C Janilyn’s Relationship with shoe retailer like SM Department Store Janilyn stores selling shoes directly to customers
- 23. INTERNET AND SOCIAL MEDIA TRADE FAIRS AND EXHIBITIONS EVENTS AND SPONSORSHIPS TRADE FAIRS AND EXHIBITIONS PERSONAL SELLING DIRECT MARKETING PUBLIC RELATION | PUBLICITY SALES PROMOTION ADVERTISING ELEMENTS OF THE PROMOTIONAL MIX ADVERTISING SALES PROMOTION PUBLIC RELATION | PUBLICITY DIRECT MARKETING PERSONAL SELLING EVENTS AND SPONSORSHIPS INTERNET AND SOCIAL MEDIA
- 24. IMC AUDIENCE CONTACT TOOLS Target Audience Broadcast media (TV/radio) Print media (newspapers, magazines) Public Relations/ publicity Internet/ interactive Direct marketing Sales Promotion Product placements (TV and movies) Events and sponsorship Word-of- mouth Point-of- purchase (displays, packaging) Personal selling Out-of-home media
- 25. Primary vs. Selective Demand Advertising Primary vs. Selective Demand Advertising Business-to-Business Advertising Organizations National Advertising Retail/Local Advertising Professional Advertising Trade Advertising National Advertising Retail/Local Advertising Business-to-Business Advertising Professional Advertising CLASSIFICATIONS OF ADVERTISING Consumers
- 26. Introduce new products Get existing customers to buy more Attract new customers Maintain sales in off season Increase retail inventories Tie in advertising & personal selling Enhance personal selling Combat competition Introduce new products Get existing customers to buy more Attract new customers Maintain sales in off season Increase retail inventories Tie in advertising & personal selling Enhance personal selling SALES PROMOTION Sales Promotion
- 27. • Consumer- oriented • [For end-users] • Trade- oriented • [For resellers] SALES PROMOTION TOOLS EventsEvents Loyalty ProgramsLoyalty Programs Bonus PacksBonus Packs Refunds/RebatesRefunds/Rebates Contests/SweepstakesContests/Sweepstakes PremiumsPremiums SamplesSamples CouponsCoupons Coop Advertising Coop Advertising Trade Shows Trade Shows Training Programs Training Programs POP DisplaysPOP Displays Trade Allowances
- 29. Corporate Advertising Corporate Advertising Cause-related Marketing Cause-related Marketing Publicity Vehicles Community Activities Public Affairs Activities Special Publications Special Event Sponsorship Publicity Vehicles Community Activities Public Affairs Activities Special Publications PUBLIC RELATIONS TOOLS
- 30. ADVERTISING VERSUS PUBLICITY Advertising Publicity Tentative Low Low/Unspecified Uncontrollable Great Lower Measurable Schedulable High/Specific High Specifiable Undetermined Higher Little Factor Control Credibility Reach Frequency Cost Flexibility Timing
- 32. PERSONAL SELLING
- 33. TRADE FAIRS AND EXHIBITS
- 35. Builds and maintains customer relationships Obtains customer database information Communicates and interacts with buyers Provides customer service and support Educates or informs customers A persuasive advertising medium A sales tool or an actual sales vehicle Obtains customer database information Communicates and interacts with buyers Provides customer service and support Educates or informs customers A persuasive advertising medium A sales tool or an actual sales vehicle INTERNET | SOCIAL MEDIA The Internet