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Integrated Marketing Communications : An iVolutionary Overview
Lecture by Dr Jamal Boukouray Akhawayn University, Ifrane, Morocco, 2012
IMC OVERVIEW PAST, PRESENT AND FUTURE
TRENDS
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.
Value
Relationship marketing
Mass Customization
Customer relationship management (CRM)
TRADITIONAL MARCOM COMPONENTS
POS SALES &
PROMOTIONS
ADVERTISING DIRECT
MARKETING
PUBLIC RELATIONS
IMC FRAMEWORK
IMC is a strategic business
process used to plan, develop,
execute and evaluate coordinated,
measurable, persuasive brand
communication programs with
consumers, customers, prospects
employees and other relevant
external and internal audiences.
The goal of IMC is to generate short-term financial returns on time, on budget, on target and build long-term brand value.
Demand for accountability Demand for accountability and
Measurement of Outcomes
Recognized as a business process
Importance of relevant audience
As a business process, Practice &
Profession
Multiple relevant audiences
A Contemporary Perspective of IMC
IMC Practice &
Norms
Traditional compensation Performance-based compensation Traditional compensation Performance-based compensation
ROI IS THE MOTO
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 High Level of Internet & Mobile
Users
Media advertising Multiple forms of communication
Broad casting Specialized media
Manufacturing dominance Chain Supply Dominance:
Globalization
General focus Data-based marketing
Low agency accountability Greater agency accountability
Reasons for IMC Growth & Widespread
The babyboomer Era The Net Generation
Basic Elements of the Promotional Mix
Advertising
Direct Marketing
Interactive/ Internet Marketing
Sales Promotion
Publicity/Public Relations
Personal Selling
Advertising
Direct Marketing
Interactive/ Internet Marketing
Sales Promotion
Publicity/Public Relations
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
Interactive Interconnective IMC
The Internet
Wifi
Wimax
Fiberoptics
Smart phones (6 billion phones vs 1 billion smart
phones)
Satellites Communications
Cloud Computing
N.B:
The correlation between IMC and NGN, NITC
iCulture
All IP Anywhere: Everywhere
THE NEW CITIZEN & RELIGION: SHOP TILL U DROP IS HEAVEN FOR BRAND GURUS & SHOPHOOLICS
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 B2B & B2C Advertising
Consumers
Direct Response
Advertising
Direct Response
Advertising
Direct Mail
Catalogs
Telemarketing
Internet Sales
Shopping Channels
Direct Mail
Telemarketing
Catalogs
Shopping Channels
Direct Marketing is Part of IMC
Direct Marketing
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
Digital Interactive Interconnective IMC
The Internet
• Consumer-oriented
• [For end-users]
• Trade-oriented
• [For resellers]
Sales Promotion Vehicles
Events Events
Loyalty Programs Loyalty Programs
Bonus Packs Bonus Packs
Refunds/Rebates Refunds/Rebates
Contests/Sweepstakes Contests/Sweepstakes
Premiums Premiums
Samples Samples
Coupons Coupons
Coop Advertising
Coop Advertising
Trade Shows Trade Shows
Training Programs Training
Programs
POP Displays POP Displays
Trade Allowances
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
Introduction of new products
entice existing customers to buy
more
Attract new prospects
Maintain sales in low season
Increase retail inventories
Tie in advertising & personal
selling
Enhance personal selling
Various Uses of Sales Promotion
Sales Promotion
Advertising Versus Publicity
Advertising Publicity
Tentative
Low
Low/Unspecified
Uncontrollable
Great
Lower
Measurable
Schedulable
High/Specific
High
Specifiable
Undetermined
Higher
Little
GOAL
Control
Credibility
Reach
Frequency
Cost
Flexibility
Timing
Interviews Interviews
Feature Articles
Special Events
Press
Conferences
News Releases
Feature Articles
Special Events
News Releases
Publicity Vehicles
Publicity Vehicles
FROM TWO-WAY DIALOGUE TO INTERACTIVE COMMUNICATIONS : SOCIAL MEDIA NETWORKING
TUMBLER
MYSPACE
YOUTUBE
THE BUZZ
Mobile media Vehicles
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 & Strategies
IMC Audience Solicitation Frenzy is a big challenge
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
1. A detailed situation analysis
2. Specific marketing objectives
3. A marketing strategy and program
4. A program for implementing the strategy
5. A process for monitoring and evaluating performance
1. A detailed situation analysis
3. A marketing strategy and program
4. A program for implementing the strategy
2. Specific marketing objectives
AS AN IMC PROFESSIONAL YOU HAVE TO CONDUCT A DUE
DIILIGENCE
IMC Auditing & Planning
IMC planning should begin with communication audits, as opinion and consumer behavior research.
Identification of communication contact points and activities ;
Mappping the message and evaluation of evaluates consistency through content analysis;
investigating the communication network within a company
Example of Auditing : Rabat, 2010
Festivals du Maroc & Nation Marketing Fiasco
DUE DILIGENCE: iso-certified-marketing approach
IT IS IMPORTANT FOR CORPORATIONS TO HAVE MARCOM STANDARDS & POLICIES
THE THINK TANK PILOT SQUAD IN CHARGE OF IMC SHOULD CONDUCT A CLINICAIL DIAGNOSIS TO MAKE SURE THAT SPORADIC CAMPAIGNS ARE IN LINE WITH THE CORPORATE PHILOSOPHY
HERE ARE SOME PREEMPTIVE STEPS THAT CAN HELP YOU MAKE AN ACCURATE ASSESSMENT
Budget determination & Allocation
Develop a marketing communications programs
Advertising Sales
promotion PR/
publicity Personal
selling
Advertising objectives
Sales promotion objectives
PR/ publicity
objectives
Personalselling
objectives
Message strategy
Sales promotion
strategy
PR/ publicity strategy
Personalselling
strategy
Synergy Model and Total Integration Marcom Program
HOW DO WE MAKE SURE THERE IS SYNERGY BETWEEN PR, AND IMC ACTIVITIES !!!
THE COLORADO SCHOOL IDENTIFIES 3 different components of integration & Synergy
Synergy speaking with One Voice
1 The Consistency = Epoxy, Glue, Corporate Cement, Corporate or personal branding (Angelina Jolie, G. Clooney, Al Chaabi for Bank Al Chaabi, Alcan , Molson)
2 The interactivity = with consumers, afficionados, facebook fans
3 The mission = cf Mission Statement (Corporate Philosophy, culture)
Walt Disney, Coke Always, MacDonalds,
Presentation Summary
Due to the correlation between current information technology innovations and social, media, cutural and economic trends, the IMC practice is more and more:
Interactive
Interconnected
Measurable & easier to monitor
Marketing practice and culture is widespread
Multi-tasking is popular due to the smart applications available
Current & future IMC Trends
Organic & Homegrown Marketing
Mainstream Marketing
Should focus on developing tools, strategies, business models & paradigms that fit the local landscape and values in order to help Moroccan entrepreneurs and future CEOs build stronger brands, bigger marketshare and generate new recurrent revenues
Is mostly focused on mainstream models applied in North American, european and to a certain emerging markets. However most of the academic teachings and textbooks lack real world experience.
Mainstreams is diachronic and does not focus on problem solving, new paradigm shifts, day-to-day solutions for ailing economies, and shrinking marketshares…
Why
Because we can : all you need is to believe in your power to become a Self Made Entrepreneur
America is nothing without the Americca Dream
All self made millionnaires beleive Anyone Can Make it to the top like (just like all the shows : The Voice, Who wants to be Millionnaire)
HOW CAN YOU DO IT!!
BRANDING IS THE MOTO SO BE YOUR OWN BRAND ADVOCATE
THANK YOU AND GOOD LUCK