This ppt covers one of the most important part of marketing strategies i.e. communication. So, you get an answer to questions - how marketing communication can help achieve goals in the digital platform and what is the best combination of communication mix that can be deployed.
Integrated Marketing Communication (IMC) for digital_platforms
1. U N I T - 2
C H - 3 , P U N E E T B H A T I A
IMC For Digital Platforms
2. Integrated Marketing Communication
Integrated Marketing Communication is defined as “a marketing mix
element used to inform, persuade, and remind people about an
organisation and/or its products.”
Integrating messaging across all channels to make them consistent so
that the customer across all countries could see one view and image
of the product
4. Objectives
Awareness : to survive in the market
Brand Loyalty : Involves customers making repeat
purchases & recommending brand to others
Brand Image : building customer’s perception of the
brand
Marketing expansion : using various IMC techniques to
expand their markets
Persuasion : if competitors have similar products, IMC
techniques show the superiority of their products and
encouraging buying.
Educating Customers : use of product, handling
operations etc.
5. Key Channels
Advertising :
Broadcasting/mass advertising -print, internet advertising , radio,
television commercials
Outdoor Advertising – billboards, street furniture, stadiums, rest areas,
subway advertising, taxis, transit
Digital/Internet marketing
Intent-based marketing
Brand marketing
Content marketing
Community based marketing
Partner marketing
Communication channel marketing
Platform based marketing
6. Sales promotion
Contests
Coupons
Product samples (freebies)
Premiums
Prizes
Refunds/rebates
Special events
Loyalty programs
Marketing collaterals – sell sheets, brochures, web content, presentation
etc.
Installation
Customer service
Returns and repairs
Training programs
Trade shows
7. Public relations
Special events
Interviews
Conference speeches
Industry awards
Press conferences
Testimonials
News releases
Publicity stunts
Community involvement
Charity involvement
Creating and maintaining goodwill of
organisation’s stakeholders (customers,
employees, investors, and suppliers)
through publicity and other non-paid
forms of communication
8. Direct marketing
Direct mail
Tele marketing
Catalogs
Shopping channels
Internet sales
Emails
Text messaging
Websites
Online display ads
Fliers
Outdoor advertising
Mobile
9. Four Pillars of the IMC Construct
Stakeholders : all relevant publics or multiple marketers with which
the firm interacts
Content : understanding consumers beyond traditional marketing and
giving insights to consumers through rich content
Channel : choosing all possible points of contact for maximum
exposure ensuring their relevance and preference among the
consumers
Results : measuring behavioural responses and financial returns
10. Impact of digital channels on IMC
Search Marketing (Intent-based) –
Firms get to know top keywords
Most credible medium to take customers from an intent to the consumption
stage in the least possible time
Display Advertising (Brand marketing) –
Power to track all online customer actions and send targeted messages
Adds the creative and immersive angle to communication channels
Content marketing –
Its crucial to have strong online content for each campaign to be successful
Social media marketing (community based) –
Given the quick response and immediate word of mouth factor, the medium
can help develop brand trust and let consumers know that similar people
also have a preference for the product
11. Partner marketing (affiliate marketing, sponsorships, PR) –
Helps the overall IMC program reach out to customers with varied
interests
Communication channel marketing (e-mail, messaging,
sms) –
Options to pursue personal data for permission-based marketing,
wherein communications are guided by seeking customer
permissions rather than pushing the product
Platform-based marketing (mobile, video, media
platforms kiosks, in-app) –
Possibilities to improve reach, extend branding, customised
interaction, all of which form the core of IMC exercise