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Liquid and Linked - Creative Strategy and Copywriting in modern context

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This is a presentation provided as a summary for dissertation of masters by me, addressing Creative Strategy and Copywriting and how they constitute Integrated Communications.

Publicada em: Marketing
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Liquid and Linked - Creative Strategy and Copywriting in modern context

  1. 1. Tapabrata Maitra DPGD/AP13/0876
  2. 2. • What is Strategy? – Goals – Plans to achieve them – Actions required for the plan – Actors require to take the action • A good manager is strategic in thinking
  3. 3. • What is Marketing Strategy? – Increasing sales – Achieving Competitive Advantage – Expanding and Exploring reach • What makes a good Marketing Strategy? – Highlighting the Unique Selling Point – Connecting with the audience – Retentive way of connecting
  4. 4. • Retention comes from creativity and ingenuity • The way of executing a marketing campaign is governed by Creative Strategy • Features – Finite Scope – Scalable – Connectable
  5. 5. 1. Goal 2. Audience 3. Objectives 4. Call to Action 5. Channels 6. Budget 7. Deliverables 8. Revision
  6. 6. • By methods like SWOT, PEST, A/B test and 4P matrix • To identify – Stimulus – Audience – Channels – Demographics – Segments
  7. 7. • Features – Evokes emotions – Sharable & memorable – Engages audience – Spreads stories
  8. 8. • Copywriting is Communication – Clear – Concise – Correct – Compelling • Good Copywriting makes a Great Creative Strategy – Promotes call to action – Engages – Is sharable – Inspires
  9. 9. • Conveying a coherent message • Through multiple medium • Delivers a seamless experience • Increases chances of engagement • Availability of product-mixes increase
  10. 10. • Medium of IMC – Advertising – Experiential Marketing – Direct Marketing – Social media marketing – Sales promotion – Public relations – Personal selling – Partnerships
  11. 11. • Mergers and Acquisitions • Decrease in cost of traditional market media • Evolution of Digital media as a market platform • Use of computer analytics in identifying segments • Newer avenues of Digital Engagement
  12. 12. • Digitalization of Tools • Expansion of Content Marketing • Widespread use of Copywriting • Availability of more accurate and complex analytics • More emphasis on smart use of social media
  13. 13. • Dependent upon Segments targeted • Unpredictable due to complex parameters • Context Oriented • Very much dependent upon human preferences • Cat videos garner more engagement than scientific breakthroughs
  14. 14. • Strategy is course of actions to reach a goal • Marketing strategy’s goals are more selling and competitive advantage • Creative strategy is integral part of marketing strategy • Creative strategy is – Analysis of audience – Implementation in campaigns – Compelling a call to action • Good Copywriting makes a creative strategy great. • Copywriting is made good by 4 C’s • Integrated Marketing Communication is Creative strategy and Copywriting combined • IMC is telling the same message across platforms and medium • Future is keen about Digital Marketing • Digital marketing is chaotic

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