International Marketing Communications

INTERNATIONAL MARKETING COMMUNICATIONS

International Marketing Communications



To start with…






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1. IMC – basics

2. Shift in behaviour & Media Revolution

3. Digital & International: Perfect match

4. What next? The future, today


Finland is global.

Globalisation has made the worldas international as never before.


Recession? Business as usual?

More sales focused activities,less branding and image communication.

Digital Revolution!Smaller budgets!


Action Desire Awareness




What do you expect?What do you want to know?

Questions.10 min per person/case.


What do I expect?

I am a senior creative strategist workinginternational on a daily basis.

I would like you to thinkinternational after this day.

And that you have a good time.


IMC basics


Benchmarks


Where to find benchmarks?

There are great and inspiring cases from each industry.To find the most outstanding international benchmarks,

check competitions and events.









B2B = Boring to Boring

B2B

Same communication rules,different communication tools.


B2B

Also Business people are people.



Communication Strategy


Doing the right things…

vs

…doing the things right.


Communication strategy

Marketing Communications is about makingchoices. Successful Marketing Communications

is about making the right choices, especiallyon an international scale.

A communication strategy helps to make theright choices and works as a guide for

successful international communication.




RoI = Return on Idea

Ideas have potential,they are exciting.

Creativity & Optimization.


IDEA x MONEY = IMPACT

Communication strategy

A communication strategy is a guide for successfulinternational marketing. The communication strategy includes

media strategy and content strategy for different markets,with the goal to create impactful marketing solutions fordifferent brand contexts. The communication strategy is

clustering markets into scenarios and displays how tooptimize media- & content strategy for these markets.



Scenario 3

Scenario 2

Scenario 1

Scen

ario

Lithuania 59%

Czech 49%

Slovakia 50%

Hungary 53%Romania 33%

Estonia 65,4%

Denmark 80%Sweden 80%

Finland 83%

Norway 86%

Latvia 59%

(Russia 27%)*

Poland 52%

Emerging online market Advanced online market Mature online marketEmerging online market Advanced online market Mature online market

Supportive role Integrated role Emancipated role


Scenario 3

Scenario 2

Scenario 1

+ Social media+ Web 2.0 / 3.0+ Experimental+ Viral+ Search marketing+ Website

+ Display advertising+ Geo-targeted*+ Website

Emerging online market Advanced online market Mature online market

+ Display advertising+ Search marketing+ Geo-targeted*+ Website

+ Display advertising+ Social media+ Web 2.0 / 3.0+ Viral+ Search marketing+ Website

Supportive role Integrated role Emancipated role

* Geo-targeted = International activities for many markets, tech-savvy forerunners

Scen

ario


Central vs. Local


No adjustment Full adjustmentMedium adjustment

Brand

Low costs High costsMedium costs


Standardization or Adaptation?




Brand





Brand





Brand



Media revolution



THE GAMEIS CHANGING.


NON STOP.


CHANGE MEANSOPPORTUNITY.





WHAT ISTHE NEXTBIG THING?


Digitalization

Technology is the driver in media revolution.Everything is digitalized.

Even our social networks have been digitalizedand turned into a media. Into social media.




Digitalization = Internationalization

Everything is accessible from everywhere all the time.Everything is transparent.

Consumers and Buying Center have more knowledgethan ever before.







The old communication model isbased on a top-down monologue.

Only18% of TV ad campaigns

generate positive RoMI.


90% of people who

can skip TV ads, do.


...and only 14%of people trust advertising messages.


Whereas, 78% of people trust the

recommendations of other consumers. It’spersonal, interactive, exclusive and relevant.Nielsen ‘trust in advertising’ report, October 2007


12 million articlescreated by volunteers willing to share,distribute and interact with knowledge. In short,most extensive encyclopedia ever created.


>100.000.000million videos stored. A billion views perday. Ten hours of fresh content uploadedevery minute.

No traditional broadcast media can reachto these numbers.


over 3million accounts.Over 5million visits during September 2008.

Exponentially growing platform for corporate,administrative and public figure news feed andcommunication portal with the general public.(Amazon, Barack Obama administration, CiscoSystems, Jet Blue, Whole Foods and LupeFiasco.


100million pageviews amonth.

The social shopping site, Polyvore, gatherstogether the global online fashion communityto share, inspire and guide fellow shopaholicsto find the perfect look.

Polyvore acts as an open-source onlinemarketplace, where users drive the traffic tovarious types of retailers.



Over 10 million members.

Xbox 360 video console hosts 10 millionmembers in its online gaming network, XboxLive. Players are capable of playing together amassive supply of games, or download films,have a video chat, or even operate MSNMessenger. Further statements have beenheard that the Live network will expand acrossvarious other future platforms.


over 300.000 page viewsa month. 700 user generateddesigns battle every week for thelove of the community.

The crowd-sourcing T-shirt company operates onthe basis of user-generated T-shirt graphics, whichare ranked by the loyal consumer community. Ithas been one of the most followed start-upcompanies in 2008 for its outstanding social mediaengagement and over flowing cash register with 9million net profits.


As of June, 108million avatars have beenregistered in the virtualsocial networking site,Habbo.

Average of 8million unique monthlyvisitors and 75 thousand new profilesevery day.



Welcome to the future


73%of active online users have read a blog

Source: Universal McCann comparative study on social media, April 2008


39%Subscribe to RSS Feeds


57%Have joined a socialnetwork


83%have watchedonline videos


Great storytelling & drama + social media = Susan Boyle.Great brand (eurovision) + mass media = Alexander Rybak


Transparency



Transparency

People travel more.The internet.

You can’t fake it…


Digital & InternationalPerfect match


Digital Strategy



Shocking fact:

Marketers are 3 years, ad people 2 years behindaverage people when it comes to digital proficiency.

Were we not once supposed to be cool?


Seeding. Share-of-talk. Social media. Conversational tracking.

Rich-media advertising. Earned media. Twitter. Buzz. Life casting.

Mind casting. Digital asset. Engagement. SEM. SEO. SMO. Love brand.

Interruption. Google analytics. Talk value. Owned media. Mobile

Marketing. Widgets. Apps. Branding. The big idea. Reach. Viral.

E-commerce. Facebook. Bought media. Benchmarks. Best practices.

Speedboats. End of control. Social media policy.

Digital buzzwords explained


Bought media Owned media Earned media

Display advertisinge.g. banners

Paid SEMe.g. google

Seeding

Activity insocial media

WoM / Talk value

SEOe.g. google

Strangers Customers

Websites

Widgets / Apps

E-mail

Pages in socialnetworks

Fans

All digital media spaceor placement we pay for

All digital media space orplacement we create andown ourselves

All digital media space oraction we have to earnby non-financial efforts

High reach, low involvement,short-term activity.

Medium reach, mediuminvolvement, medium-termactivity.

Low reach, high involvement,digital assets which grow in value,long-term activity.


1 Bought, owned and earned media / Touch points

2 Objectives of digital activities

3 Key target audience and online behaviour

4 Digital Marketing in different market areas

5 Measuring and improving RoMI

Process


Convert Assist Connect

website

banner

portal

Socialmedia

campaignpages

SEM

SEO

viral films

e-mail

rich media

seeding

viral films


What’s next?The future, today.


Business creativity


From I think to We think.

New sourcing methods.Extremely fast communication.

Knowledge society.Mass intelligence.Crowd sourcing.



Innovation Marketing


The power of

visionary thinking

Innovation Marketing

Innovation is the key for any success.Even ’classic’ media must be innovated.

We learn to forget.

No case is identical, every case deservesan unique approach.


“In 1963, beer brewer Alfred Heineken and architect John Habraken created the Heineken WOBO (WOrld BOttle) - the "brick that holds beer".Heineken came up with the idea during a visit to the Caribbean where he observed two significant problems: beaches littered with bottles and alack of affordable building materials. The WOBO was his solution to these challenges. Unfortunately, this environmentally-friendly design failed totake off and was subsequently shelved. We wonder if it would fare better in today's more eco-sensitive climate...?”


Whopper freakout


Whopper sacrifice


Marketing Intelligence



INSIGHTSTRENDSVISIONS

MOVEMENTSATMOSPHERES

ATTITUDEIDEAS

INNOVATIONBUSINESS


Staying ahead of the game.Gathering, evaluating and structuring

global information, generating freshestideas & insights, turning them into business.

That’s what Marketing Intelligence is about.


WHY!CONTEXT IS KING. BEFORE WE KNOW WHAT TO DO, WE DO NEED TO UNDERSTAND WHY TO DO.







insights

thoughts

atmospheres

trends

developments

tangible results

feelings

innovation

change

moods

?

knowledge

best practices

benchmarks

ideas

visions


A fact helping planners to produce tangible results.

The future is alreadyhere. It is justunevenly distributed.


COLORS FASHION LIFESTYLE SOCIETY …

microtrends, 6 month to 3 years

mesotrends, ca. 5 years

macrotrends, ca. 10 years

megatrends, decades


COLORS FASHION LIFESTYLE SOCIETY …

Consumerinsights

Socialinsights


Lifestyle Living

Entertainment Technology

Economy Media

Business Politics

Society

Design

Working Environment

Family

You name it


Resources and tools


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Just in case…

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twitter @tobiaswacker
