, Chapter 1: IMC: Past, Present & Future
Evolution of IMC concept Sales Promotion: is any activity that offers incentives, such as trial
Def: Integrated Marketing Communication (IMC) is a concept of or continued purchase, for a limited time period to induce a desired
marketing communications planning that recognizes the added value response from a targeted population
of a comprehensive plan that evaluates the strategic roles of a variety Event Marketing: may be part and parcel of a sponsorship deal, is
of communication disciplines and combine these disciplines to provide a marketing product at sport, cultural, charity or other events
clarity, consistency and maximum communications impact (event marketing and branded environment are often linked)
Examples of Communication Disciplines: general advertising, Direct Response Marketing: is an interactive system of marketing
personal selling, direct response, shopper marketing and sales that uses one or more advertising media to affect a measureable
promotion, public relations and alternative tools response or transaction at any location
Public Relations: is the management, through communication, of
Evolution of IMC: The Past perceptions and strategic relationships between an organization
• Since the sixties, the various elements of the marketing
D
and its internal and external stakeholders
communication mix were regarded as separate functions and Word of Mouth: is a non-paid form of communication, usually
were handled by experts in the relevant areas. interpersonal communication face-to-face or via digital means
• It was not uncommon that different messages were
D
regarding products, brands or services
communicated to the target market as these departments Sponsorship: is the marketing communications activity whereby a
(sales, advertising, sponsorships, etc) each had their own sponsor contractually provides financial and/or other support to
objectives, and no coordination took place. an organization, an individual or a team in return for rights to
• Often entities would not even talk to each other.
D
associate the sponsors name, company, product or brand and logo
• Results were not optimum
D
with the sponsored event or activity
• There should be a better way of doing things – this led to IMC
D
3 Modes of Marketing
Factors that led to new IMC concept
• consumer empowerment
D
• significant political and social changes
D
• rapid technological development
D
Evolution of IMC: The Present
The combination in which the MC elements will be used depend on
perceived conditions in the market, the market to be addressed,
economic factors and competitors’ actions, new products and
marketing campaigns
NB: a meaningful combination of the elements of the communication
Evolution of IMC: The Future
mix should be used to maximize impact
• The future of IMC is influenced by media patterns and new
D
media opportunities, trend predictions, the move to IBC Fast Moving Consumer Goods (FMCG) companies use:
(integrated brand communication) and the need for integration • advertising
W
of the MC tools. • personal selling
W
• Apart from cost and the number of people reached , the critical
D • shopper marketing
W
factor for advertising media in the future will be content Service companies mainly use:
The Marketing Communication Tools PASSEDPWS• personal selling
Personal Selling: is a person-to-person process by which the seller • advertising
W
learns about the prospective buyer’s wants and seeks to satisfy Capital Goods / Pharmaceuticals / Industrial Goods mainly use:
them by offering suitable goods or services and making a sale • personal selling
W
·
state-owned eg
.
Eskom
Advertising: defined as a paid, mass-mediated attempt to persuade Public companies and Parastatals mainly use:
Shoppers Marketing: is a strategy designed to influence and affect • public relations
W
shoppers’ behavior at retail touchpoints • sponsorship
W
,9 Steps in Marketing Communication Planning PS I BOBMCE
1. Define the Pproblem, challenge or opportunity
2. Perform the Ssituation analysis
3. Define the ttarget audience
4. Define the Dbrand positioning and consumer promise
5. Set marketing Oobjectives
6. Determine the marketing communication bbudget
7. M
Management marketing communication programme
8. C
Coordinate and integrate efforts
9. Evaluate,
E control and follow-up
The move to IBC (Integrated Brand Communication)
• Semenik claims that no matter how much technology changes or how many new media options and opportunities are available for
&
delivering messages – it’s still all about the brand
IBP (Integrated Brand Promotion): is the process of using a wide range of promotional tools working together to create widespread brand
exposure
Key Trends in the marketing communication field
• Traditional marketing methods are losing their grip on customers at an alarming rate.
⑨
• Consumers have changed beyond recognition.
⑨
• Consumers today have far more control.
⑨
• Communication channels are exploding and fragmenting.
⑨
• Smart shoppers will need and have smartphones.
⑨
• Digital Media Marketing is here to stay (and in a big way!)
⑨
, Chapter 2:
Aware
Factors influencing marketing communication decisions
Marketing Communication Insights • Brand Loyalty
Insight: an inspirational truth about the marketplace, brand, consumer, • Brand Differentiation and Positioning
supplier or employee that reveals a powerful motivation or trigger a • Brand Relevance
brand can use to achieve its goals • Perceived Brand Quality
Why develop insights? • Brand esteem, affinity, values
• Understand customers and their needs Developing Insights
• Forecast trends • research brings actionable insights (qualitative and quantitative)
Of
• Develop effective marketing strategies • insight managers/strategic planners: objectives, curious, able to
Of
• Create emotional connections with the audience connect data into meaningful stories
• Insights create value only when applied effectively • application: insights have have value when strategically applied
Of
How are insights developed? Tools to bring insights to life:
⑳
• Through research and observation • consumer stories
Of
⑳
• Helps in developing relevant, impactful communication strategies • a ‘day in the life’ portrait of a customer’s life
Of
Eg: customer feedback, digital analytics, research agencies and • a mood board or video that visually portrays the insight/
Of
internal functions of the organization. consumer
Insight and strategy department typically possess a natural • a debrief presentation that summarizes the key findings
Of
curiosity about what makes people behave in the way that they do • an immersion (eg. stakeholders experience the life of the
Of
Types of Insights consumer)
Marketing Insights Budget Constraints in MC
Observations from marketing campaigns/activites Due to Budget Constraints
Market Insights • Advertisers and media owners need to collaborate to
Y
Conclusions from macro and micro environmental data, it helps develop content
business to understand: • Anticipated cost pressure by clients, a need for more
Y
•
⑨
Market trends: current and emerging, shaping position effective and measurable campaigns, and successful
•
⑨
Category: the competitive context in which the brand operates integration of the marketing communication tools.
⑨
• Competitors: activity monitoring (eg. social listening) • focus more on short term rather than building brands over
Y
•
⑨
Customers: behavior, feedback, CRM, loyalty data the longer term.
• Suppliers: efficiency and partnerships
⑨ Role of Innovation in MC
Consumer Insights Def: transformation of ideas into concepts, and concepts into
Helps brands understand consumer needs, motivations and behaviors products ready for the market
and is derived from: This could be:
• Personal Factors: attitudes, lifestyle, values
Of
- demand led innovation: based on consumer needs
• Group Factors: culture, social class, reference groups - competitive lead innovation: staying ahead of rivals
·
Influence decision-making, depending on: - internally generated innovation: new ideas from within
• Level of involvement organization
• Type of product/service Successful campaigns and product launches take careful planning
• Market factors and the input from a cross functional project team.
• Marketing mix elements
Of
Shopper Insights: focus on in-store decision making, purchase drivers Innovation Process (8 Steps)
and customer journey 1. Identify issue/opportunity (project scope)
Brand Insights 2. Form project team (involve right stakeholders so that the
Concerned with how the brand is being perceived and positioned right expertise and information is available)
Key Elements: 3. Leverage knowledge (co-creation and collaboration)
• Brand Awareness and Associations
Of
4. Generate and Build new ideas
‐
Evolution of IMC concept Sales Promotion: is any activity that offers incentives, such as trial
Def: Integrated Marketing Communication (IMC) is a concept of or continued purchase, for a limited time period to induce a desired
marketing communications planning that recognizes the added value response from a targeted population
of a comprehensive plan that evaluates the strategic roles of a variety Event Marketing: may be part and parcel of a sponsorship deal, is
of communication disciplines and combine these disciplines to provide a marketing product at sport, cultural, charity or other events
clarity, consistency and maximum communications impact (event marketing and branded environment are often linked)
Examples of Communication Disciplines: general advertising, Direct Response Marketing: is an interactive system of marketing
personal selling, direct response, shopper marketing and sales that uses one or more advertising media to affect a measureable
promotion, public relations and alternative tools response or transaction at any location
Public Relations: is the management, through communication, of
Evolution of IMC: The Past perceptions and strategic relationships between an organization
• Since the sixties, the various elements of the marketing
D
and its internal and external stakeholders
communication mix were regarded as separate functions and Word of Mouth: is a non-paid form of communication, usually
were handled by experts in the relevant areas. interpersonal communication face-to-face or via digital means
• It was not uncommon that different messages were
D
regarding products, brands or services
communicated to the target market as these departments Sponsorship: is the marketing communications activity whereby a
(sales, advertising, sponsorships, etc) each had their own sponsor contractually provides financial and/or other support to
objectives, and no coordination took place. an organization, an individual or a team in return for rights to
• Often entities would not even talk to each other.
D
associate the sponsors name, company, product or brand and logo
• Results were not optimum
D
with the sponsored event or activity
• There should be a better way of doing things – this led to IMC
D
3 Modes of Marketing
Factors that led to new IMC concept
• consumer empowerment
D
• significant political and social changes
D
• rapid technological development
D
Evolution of IMC: The Present
The combination in which the MC elements will be used depend on
perceived conditions in the market, the market to be addressed,
economic factors and competitors’ actions, new products and
marketing campaigns
NB: a meaningful combination of the elements of the communication
Evolution of IMC: The Future
mix should be used to maximize impact
• The future of IMC is influenced by media patterns and new
D
media opportunities, trend predictions, the move to IBC Fast Moving Consumer Goods (FMCG) companies use:
(integrated brand communication) and the need for integration • advertising
W
of the MC tools. • personal selling
W
• Apart from cost and the number of people reached , the critical
D • shopper marketing
W
factor for advertising media in the future will be content Service companies mainly use:
The Marketing Communication Tools PASSEDPWS• personal selling
Personal Selling: is a person-to-person process by which the seller • advertising
W
learns about the prospective buyer’s wants and seeks to satisfy Capital Goods / Pharmaceuticals / Industrial Goods mainly use:
them by offering suitable goods or services and making a sale • personal selling
W
·
state-owned eg
.
Eskom
Advertising: defined as a paid, mass-mediated attempt to persuade Public companies and Parastatals mainly use:
Shoppers Marketing: is a strategy designed to influence and affect • public relations
W
shoppers’ behavior at retail touchpoints • sponsorship
W
,9 Steps in Marketing Communication Planning PS I BOBMCE
1. Define the Pproblem, challenge or opportunity
2. Perform the Ssituation analysis
3. Define the ttarget audience
4. Define the Dbrand positioning and consumer promise
5. Set marketing Oobjectives
6. Determine the marketing communication bbudget
7. M
Management marketing communication programme
8. C
Coordinate and integrate efforts
9. Evaluate,
E control and follow-up
The move to IBC (Integrated Brand Communication)
• Semenik claims that no matter how much technology changes or how many new media options and opportunities are available for
&
delivering messages – it’s still all about the brand
IBP (Integrated Brand Promotion): is the process of using a wide range of promotional tools working together to create widespread brand
exposure
Key Trends in the marketing communication field
• Traditional marketing methods are losing their grip on customers at an alarming rate.
⑨
• Consumers have changed beyond recognition.
⑨
• Consumers today have far more control.
⑨
• Communication channels are exploding and fragmenting.
⑨
• Smart shoppers will need and have smartphones.
⑨
• Digital Media Marketing is here to stay (and in a big way!)
⑨
, Chapter 2:
Aware
Factors influencing marketing communication decisions
Marketing Communication Insights • Brand Loyalty
Insight: an inspirational truth about the marketplace, brand, consumer, • Brand Differentiation and Positioning
supplier or employee that reveals a powerful motivation or trigger a • Brand Relevance
brand can use to achieve its goals • Perceived Brand Quality
Why develop insights? • Brand esteem, affinity, values
• Understand customers and their needs Developing Insights
• Forecast trends • research brings actionable insights (qualitative and quantitative)
Of
• Develop effective marketing strategies • insight managers/strategic planners: objectives, curious, able to
Of
• Create emotional connections with the audience connect data into meaningful stories
• Insights create value only when applied effectively • application: insights have have value when strategically applied
Of
How are insights developed? Tools to bring insights to life:
⑳
• Through research and observation • consumer stories
Of
⑳
• Helps in developing relevant, impactful communication strategies • a ‘day in the life’ portrait of a customer’s life
Of
Eg: customer feedback, digital analytics, research agencies and • a mood board or video that visually portrays the insight/
Of
internal functions of the organization. consumer
Insight and strategy department typically possess a natural • a debrief presentation that summarizes the key findings
Of
curiosity about what makes people behave in the way that they do • an immersion (eg. stakeholders experience the life of the
Of
Types of Insights consumer)
Marketing Insights Budget Constraints in MC
Observations from marketing campaigns/activites Due to Budget Constraints
Market Insights • Advertisers and media owners need to collaborate to
Y
Conclusions from macro and micro environmental data, it helps develop content
business to understand: • Anticipated cost pressure by clients, a need for more
Y
•
⑨
Market trends: current and emerging, shaping position effective and measurable campaigns, and successful
•
⑨
Category: the competitive context in which the brand operates integration of the marketing communication tools.
⑨
• Competitors: activity monitoring (eg. social listening) • focus more on short term rather than building brands over
Y
•
⑨
Customers: behavior, feedback, CRM, loyalty data the longer term.
• Suppliers: efficiency and partnerships
⑨ Role of Innovation in MC
Consumer Insights Def: transformation of ideas into concepts, and concepts into
Helps brands understand consumer needs, motivations and behaviors products ready for the market
and is derived from: This could be:
• Personal Factors: attitudes, lifestyle, values
Of
- demand led innovation: based on consumer needs
• Group Factors: culture, social class, reference groups - competitive lead innovation: staying ahead of rivals
·
Influence decision-making, depending on: - internally generated innovation: new ideas from within
• Level of involvement organization
• Type of product/service Successful campaigns and product launches take careful planning
• Market factors and the input from a cross functional project team.
• Marketing mix elements
Of
Shopper Insights: focus on in-store decision making, purchase drivers Innovation Process (8 Steps)
and customer journey 1. Identify issue/opportunity (project scope)
Brand Insights 2. Form project team (involve right stakeholders so that the
Concerned with how the brand is being perceived and positioned right expertise and information is available)
Key Elements: 3. Leverage knowledge (co-creation and collaboration)
• Brand Awareness and Associations
Of
4. Generate and Build new ideas
‐
