Blogpost (Digital Marketing)
clarencekwa
Week10-IMC-2.pptx- Digital campaigns and IMC
MKTG1415/1427 Seminar 10
Presented by Torgeir Aleti
1
What is Integrated Marketing Communications (IMC)?
IMC is a simple concept; it is a process for managing the customer relationships that drive brand value (Duncan, 2002)
At its most basic level, IMC means integrating all the promotional tools, so that they work together in harmony.
The American Marketing Association defines IMC as
“a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”
2
Traditional IMC – with new marketing channels
Source: http://satsogroup.com/essentials-of-the-integrated-marketing-communication-process/
There is no ‘digital only’ IMC;
Your strategy must consider both online and offline elements. You breach the first principle of consistency in IMC if your online strategy does not match the offline.
Hence; a confused brand message, and confused (non-returning) consumers.
3
Integrated digital marketing strategies
Within digital marketing strategy, there is continued interest in developing integrated digital marketing strategies across multiple channels.
Digital transformation programmes are a response to the challenges of digital silos in some companies where there has been a failure to integrate digital across a company.
Shift towards ‘omnichannel marketing’:
Omni, based on the Latin Omnis meaning ‘all, every, the whole, of every kind’ emphasizes the importance of seeking to reach and interact with customers across touchpoints in all channels.
Source: Dr Dave Chaffey, Smart Insights
4
Source: Dr Dave Chaffey, Smart Insights
5
IMC in digitally-empowering contexts
The IMC paradigm have lost its ‘original’ customer-centric focus:
Multiple sources of consumer power has emerged as central in the value creation process.
This change in the focus of IMC enables the emergence of ‘negotiated brands’;
Brands that focus on a marketplace where traditional marketer-created brand value may be replaced by buyer and seller co-created value.
Source: VOLLERO ET AL. (2019)
6
Revising the original IMC
In the ‘original’ approaches, marketers sent their integrated messages to prospects and customers through various media forms they controlled (e.g. radio, TV or e-mail).
Although ‘original’ IMC models recognised the importance of two-way communication, they implicitly assumed that every aspect of marketing communications was initiated and organised by the owning firm
Today, consumers have increasing access to information online (e.g. product specifications, comparative prices, product reviews, etc.)
Through social media, they can also create content and consequently drive, alter, personalise or co-create brand content
Source: VOLLERO ET AL. (2019)
7
Source: VOLLERO ET AL. (2019)
Evolution of IMC approaches and associated brand structures.
8
A new view of consumers’ contributions to brand value co-creation
New, multidimensional IMC approaches are needed in the digital space.
Four key issues
community-centric orientation,
emergent strategy,
hybrid communication mix,
reciprocity-based assessment
This reaffirms the ‘original’ outside-in perspective of IMC – although not in the same linear and marketer controlled way.
Source: VOLLERO ET AL. (2019)
9
Community-centric strategic orientation
Facebook group: ‘Give us back Winner Taco’
Customer communities can support communication managers in understanding how to generate value from community-firm interactions.
External communities are privileged contexts, which enable ‘communication-in-use’, namely the customer’s ability to integrate messages/touchpoints from a variety of sources
Source: VOLLERO ET AL. (2019)
10
From deliberate to emergent strategy
An ‘emergent strategy’
a set of consistent actions that form an unintended pattern that was not initially anticipated
Source: VOLLERO ET AL. (2019)
11
From a ‘pure’ to ‘hybrid’ communication-mix
While mass media advertising may remain effective for long- term brand building, user-generated content (UGC) coming brand communities has become increasingly important for IMC in most response-driven categories
Coca-Cola's 'Liquid & Linked' Initiative
Source: http://www.jamieparfitt.com/blog/2011/10/24/coca-colas-liquid-linked-initiative
Source: VOLLERO ET AL. (2019)
12
Moving to a reciprocity-based evaluation of results
If it is the consumers that ultimately integrate marketing communications, then it would seem the focus should be on an evaluation of the degree of reciprocity between the firm and its customers/consumers.
That is, who much did each party contribute to the results?
Not a simple task, but identification, acknowledgement and awarding could be key. (more research is needed here. Your honours thesis perhaps? ;-)
Source: VOLLERO ET AL. (2019)
13
14
Remember: Communication - Schramm (1955) (-basic marketing communications…)
Encoding
Message
Media
Noise
Decoding
15
Changes in communication
Traditional media -> new media
From push to pull (shift in power; consumers opt-in)
From monologue to dialogue (web 2.0)
From ‘one-to-many’ to ‘one-to-one’ (B2C)
From ‘one-to-many’ to ‘many-to-many’ (many Cs2Cs)
From ‘lean-back’ to ‘lean-forward’
Nature of traditional tools is changing
Increase in communications intermediaries
Integration
Chaffey (2012) “Internet Marketing”, Prentice Hall
16
17
18
19
20
21
History of Online Advertising
(A short history, only 20 years!)
22
Factors for media selection
Coulter & Starkis (2005). “Development of media selection model using the analytic network process. International Journal of Advertising, 24(2). (page 200)
Google ads, Facebook, Twitter or app?
23
eMarketing integration involves:
Clearly identified communication objectives
Full range of target audiences (customers, employees, suppliers, stakeholders)
Management of all forms of contact (e.g. email, banner ads, social media)
Range of media and promotional tools
Selecting the most effective promotional mix
Pickton & Broderick (2001) Integrated Marketing Communications, Prentice Hall
24
Integration into overall plan
IMC – digital media will be more effective when used as part of an integrated approach:
Coherence: different communications are logically connected
Consistency: multiple messages support and reinforce, and are not contradictory
Continuity: Communications are connected and consistent through time
Complementary: synergistic, sum of parts is greater than the whole
Pickton & Broderick (2001) Integrated Marketing Communications, Prentice Hall
25
26
Create a Successful Integrated Marketing Campaign
Step 1: Have a clear understanding of who your target audience is.
Who are your target customers?
What are their motivations?
How do they like being communicated to?
Which newspapers or magazines do they read and which sites do they visit regularly?
Which channels are they using?
if they're using social media, what are they talking about?
27
Create a Successful Integrated Marketing Campaign
Step 2: Pick your channels.
Which channels do my customers use?
What are the channels' strengths and weaknesses?
How will they help me reach my business objectives?
28
Create a Successful Integrated Marketing Campaign
Step 3: Have a consistent look.
29
Create a Successful Integrated Marketing Campaign
Step 4: Create clear, consistent content that can easily be adapted or repurposed to suit different media or channels.
Three C’s:
Communications [i.e., messaging and offers] must be clear (not [filled with] confusing in words/phrases),
Compelling (interesting and/or topical to the receiver)
Consistent (regardless of channel -- Web, phone, in-store, mobile)
30
Create a Successful Integrated Marketing Campaign
Step 5: Ensure that your messaging is integrated.
Step 6: Make sure your marketing teams/agencies are working in sync.
Step 7: Don't forget to track your campaigns - and coupons.
31
