- Integrated Marketing: 7 Successful Campaigns Through the Decades | Online Digital Marketing Courses
- 06: Marketing Communications
- Integrated Marketing Communications
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However, mid-sized and smaller companies may have in-house staff doing it over SaaS-based chat platforms. Marketers often use segmentation based on customer value. As B2B prospect companies report sales numbers, segmenting them on their capacity to spend helps in positioning products better. B2C marketers rely on variables such as price differentials, product quality, distribution, availability, packaging, imagery, reviews, and description to position their product. However, product positioning for B2B integrated marketing campaigns varies significantly as compared to B2C marketing.
Being a thought leader can help B2B companies differentiate themselves from competitors and educate B2B buyers. Thought leadership involves creating original content in the form of white papers , blogs, videos, infographics, and more. Digital content artifacts used for thought leadership purposes have longer lifetime value and help B2B companies build trust and confidence amongst prospects. Therefore, transmitting the same ad to every B2B buyer who visits a website will not work. Today, technology can help marketers to customize websites and landing pages with specific offers for B2B companies.
Such tools that let marketers personalize messages and record effective and ineffective communication are essential for successful integrated marketing campaigns. The main motivations of B2B customers are satisfaction and resolution of problem issues. The next step is to evaluate vendors who are capable of executing a B2B integrated marketing campaign.
An initial screening of proposals can whittle down the playing field to three to five competitors. Selection criteria include quality of output, delivery, performance history, warranties, workforce, geographic location, and technical capabilities. Once the terms are agreed upon by both parties, pricing details are worked out.
A detailed integrated marketing communications process helps in identifying the primary goals at the beginning of the campaign and working towards it. We use the Persuasion Matrix.
Integrated Marketing: 7 Successful Campaigns Through the Decades | Online Digital Marketing Courses
The matrix has two sets of variables. Here are a couple of examples of how decisions in the integrated marketing process can be evaluated using the matrix:. Is your ad filled with jargon that only a highly-educated person can comprehend? Your ad should convey a sense of familiarity using symbols, expressions, and words that your audience would understand. If you are promoting a product that is widely used across all age groups a spot on Primetime television might prove useful.
It is also essential to consider this: there will always be channels that have higher reach in terms of viewers, readers and so on. But while choosing a channel, the target audience has to be kept in mind. To be able to use the right channels, we have to understand them in depth. Choosing the channels involves gauging its pros and cons to arrive at a decision. The following section of the blog will talk about each channel in-depth and equip you with the information to make the right decision. Televisions have been around for over 90 years and the first ad on tv aired in Since then it has been the go-to channel for marketers to reach a broad audience.
Technology has grown leaps and bounds in the television space. From 30 channels on cable to over a hundred via satellite. The advent of the DVR also has been a landmark with over These changes and developments that occur in the television industry are essential as they influence one of the largest advertising mediums at our disposal. Impact and Creativity: Ads on television combine the power of visuals and sound to create a persuasive and resonating image.
They are used to associate emotions, feelings, and moods to a brand, company or product. Using television ads to craft a story around a brand creates an emotional attachment with the consumer. Coverage and Cost Effectiveness A lot of people watch. You, me, everyone. Nielsen Media Research reports that nearly million aged 2 or older live in the nations I bet the marketer in you is excited about the advertising clout of this channel.
Likewise marketers of mass consumption goods that appeal to wide audience leverage this channel to promote its products to a broad audience. Attention and Captivity Remember this annoying jingle from the last ad you saw that has been stuck in your head. Selectivity and Flexibility Using this channel for your integrated marketing campaign allows for some flexibility in targeting a different audience.
You can choose a specific TV channel according to the cohort that watches it. You can also want to advertise at various times during the day to reach different audiences. Promoting a sports shoe? Find a spot on ESPN during a match. Selling highly fashionable clothing?
Look for a spot during shows like Keeping Up with The Kardashians. Find a spot on a Saturday morning on the Disney channel. Costs Getting a spot during a prime time show or during a major sporting event can be very expensive. Once you buy the spot, you have to dish out some more money to create an advert worth of such a spot. One with famous movie stars and athletes. This too piles on to create advertising on TV a very costly affair. Highly Specific Audiences Cannot be Targeted If your product appeals to a very niche audience, advertising on TV might not be a great idea.
This combined with sec ad, it is quite a challenge to deliver a resounding message that sticks with the viewer. Check your phone, of course. Then there is also the infamous zapping between channels during a break. This too limits the attention given to ads on Television. Radios too have been around for nearly years 99 to be precise. It is an old school channel that can be used in your integrated marketing communication mix that can work wonders if used in the right way. Here are some stats about radio as an advertising channel in the USA that will motivate you to add it into your mix.
There are more advantages to using the radio to promote a product than just those numbers. Cost Efficiency They are very inexpensive to make. It also has a relatively quicker implementation time. Receptivity Radio listeners find advertisements they hear more personally relevant to them, according to research by Radio Advertising Bureau. They report that listeners are emotionally connected to the stations they listen thus making them more receptive of ads. Selectivity A large number of choices are available in terms of stations and programs.
Ads over radio allow you to select particular audiences. Data on listeners such as age vs. It can also be used to advertise to audiences that are hard to reach like teenagers, college students, and working adults. This integrated marketing channel is also used to reach ethnic markets that have dedicated radio stations. Flexibility You can change up the ad copy without thinking twice.
Research by Radio Ad Lab shows that in ad campaigns that used radio along with print or television showed significantly higher brand recall. There are Creative Limitations With the lack of visual images, there is only so much you can do. You cannot show the picture of the product, portray its visual appeal. Fragmented Audiences With over 11K stations to tune into, the audience for each station is very fragmented. So as a marketer, if you want to reach a sizable audience, you will have to advertise in more than one radio station and at a higher frequency.
Lack of Data Compared to the other integrated marketing channels, the radio does not have a considerable amount of research data. Most radio stations are small and lack the financial clout to undertake a study on their audience. Hence this lack of data does not help a marketer make the decision of using radio as one of his integrated marketing channels. Clutter During a usual radio broadcast, there is a barrage of ads between every song. Some radio stations also attract audiences by offering an ad-free block of music which then leads to all the ads being aired in a short time.
Only ads that break through the clutter and use heavy repetition will reach the consumers. Magazines are a form of high involvement media. They elicit effort from the readers and involve them at their own will. Unlike radio or television, magazines as an integrated marketing channel do not feel intrusive. They also slightly differ from the newspaper because most of the magazines reach specific types of consumer segments and audiences. There are also magazines that target specific businesses, industries, and individual professions.
If your company is B2B, you must not miss out on this channel.
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Consumer Magazines This is read by the general public for news, sports, fitness, entertainment and so on. These magazines are useful for marketers who are looking to reach general consumers and not a very niche audience. Similarly, auto parts companies advertise in magazines about cars. This creates a very conducive environment to mentally persuade a consumer to make a purchase. Industrial Magazines - Targeted at business people in various industries.
Trade Magazines - To target dealers, wholesalers, and retailers. General Business Magazines - Appeals to business execs in all industries. Healthcare Publications - To target doctors and professionals in the medical, dental, surgical, nursing, hospital administration space. Selectivity Magazines can reach a particular target audience or a special interest group. For example: If you are looking to reach a tech-savvy millennial using magazines like the PC Mag will be favorable.
Most magazines are aimed at a well-defined target demographic segment. Marketers can use this data to reach their audience with ease. A magazine might also divide the area it operates in into various geographical paving the way for regional editions of national magazines. This gives advertisers a method of targeting their ads in specific areas such as metropolitan areas and so on. Quality of the Advertisement Ooooh, those glossy pages! Magazines are usually printed in a high-quality printer and have an enjoyable and sharp aesthetic. This allows marketers to publish ads that are crisp and great to look at.
They also integrate this with media channels by using advertisements that animate when seen with a camera lens. One such creative ad for Lexus animates—the engine revs, the headlights flash, the wheels spin, and the background pulses with color, all to a musical soundtrack—when placed over an iPad that has a Lexus microsite.
The permanence of the Advertisement These messages and your ad is here to stay. Unlike TV or Radio, it is not a short message. People usually preserve magazines to use them for reference and are typically read over a few days. This ensures multiple exposures to the ad. In addition to that, magazines are read at a slow pace that allows for a detailed examination of ads.
Prestige Simple logic. If the magazine you are advertising in is well reputed and famous, that image will rub off on your product or brand. Cost Advertising in magazines is costly. Want to advertise on the cover? Half a million dollars. These costs are not inclusive of the price of creating an ad worthy of such a platform. Limited Reach and Frequency With so many magazines competing for readership, even the magazine with the highest readership only covers a small segment of the population.
To circumvent this issue, marketers usually have to advertise in more than one magazine. Increasing costs and effort. Magazines are generally monthly, fortnightly or weekly. In addition to that, the publications close the last date of submission well in advance because of which marketers cannot refer to current events in their ads.
They also cannot edit or change their ads once they have been submitted. If a magazine you are advertising it has pages. There are 47 pages of ads. Your ad is one of them. You can imagine the competition for eyeballs and the clutter that this creates. Newspapers are a significant form of print media.
They also serve as a local form of advertisement but is not restricted to that. Daily Usually present in cities and larger towns. Primary readers are old folks above the age of Weekly These papers are present in small towns and suburbs. They report local news, sports, and events. They are a massive boon to the local advertisers who use this low-cost medium to reach their target audience.
These papers have editorial content with a universal appeal. Large national advertisers generally use this integrated marketing channel to reach a broad audience across the country. They also leverage the geographic editions of these nationals to reach an audience in a specific location. Display These are usually illustrations, headlines, and pictures with the copy.
Classifieds Ads arranged under different categories on a dedicated page. Usually contains ads about employment, real estate and so on. Special Ads and Inserts These are ads that are inserted into the paper before delivery. These are usually local advertisements by restaurants or retailers who aim to reach a particular audience in a neighborhood. Market Penetration of Newspapers Newspapers provide advertisers with the opportunity to reach a broad audience with their message. In addition to that, papers are printed daily, allowing for a high level of frequency of ads.
Flexibility These ads can be made very quickly and need to be sent in only 24 hours before the date of publishing. This allows brands and companies to respond to current events and put out more relatable content. Geographic Selectivity As a marketer, you segment your audience based on geography. With this data, you can use newspapers that specifically cater to these geographies and using them to promote your product. This also allows you to tailor your ads and include a cultural element of each place and thus making your ad appealing to the local audience.
Reader Involvement and Acceptance Consumers rely heavily on papers for their daily dose of news, information, and entertainment. There also exists a specific segment of consumers who buy paper for advertisements by local retailers. Poor Reproduction of Ads Newspapers are generally printed on coarse paper. In addition to that, the absence of right color and lack of time results in a mediocre quality of the print. Hence diminishing the quality and value of your advertisement.
Short life span Papers are usually kept only for a day, therefore, no multiple exposures. Also, Consumers spend very less time with the paper as they browse through them at a fast pace. Although this issue can be offset with a higher frequency of ads. The internet has made marketers rethink their integrated marketing communication strategy. It has created new habits in the later generations that marketers can leverage to promote their product. It has created a sea of 2 billion users to advertise to.
As of now, there is a growing shift in the marketing spend from traditional media to social and digital media. Spread Information about your product Provide detailed information about your products and services through your website and social media channels. If a customer is looking for you, when he or she finds you, your website and social media feeds must have sufficient information to persuade a purchase. Create a strong brand Your company should have a voice of its own.
A consistent tone of voice and a precise positioning will allow you to stand out amongst your competitors. Create a buzz around your company Creating a buzz and viral trend around your company or brand can get you a lot of traction over the internet in terms of website visits and brand recognition. Banners Most common and annoying for of ads on the internet. You probably see over banner ads a month. They are used to increase brand recognition or to persuade users to register for an activity.
Sponsorships Companies sponsor individual sections of a high traffic website, or they sponsor the content creation for a part of the site. They do this in return for name association and ad space on the website. Pop-Ups I bet that you have seen these! They most often elicit some information from your end to send your newsletters and so on. PPC spend is expected to increase to 40 billion in SEO is the process of improving the traffic to a site using relevant keywords and other techniques to list on the results page of a search engine.
06: Marketing Communications
Interstitials Full page ads that show up when you the site you want to go to is loading. These types of ads are discouraged by Google and have been deemed mobile-unfriendly. Behavioral Targeting How many times have you searched for a specific product and the next day you see ads about that product literally everywhere? That is behavioral advertising. Your activities on the internet are monitored, and you are targeted with advertisements according to your browsing history. Contextual Ads Slightly different from the previous type. This simply means that if you are browsing on a website about shoes, the banner ads that would be shown to you will be about shoes.
This also includes native advertising where the ads provide useful and actionable information to consumers to gain attention while being less intrusive. Facebook The most significant social network of over 2. Apart from housing large amounts of data about people and their preferences and their behavior that marketers can use, Facebook has been continually upgrading its advertising options to make it a more lucrative channel by introducing features like sponsored stories, mobile video formats, photos, and VR.
Twitter A microblogging site with million users.
Integrated Marketing Communications
Companies and brands use Twitter as a medium to interact with and listen to their consumers. It allows you to nurture a community and share content with them, consequently driving them to your website or blog. Instagram A photo-sharing the app with 1 billion users. Businesses use Instagram to create deeper relationships with their customers using visually immersive formats of pictures and videos that spark action. Snapchat Developed as an app for disappearing pictures, Snapchat now houses million users.
Why should businesses use Snapchat? No other better way to reach millennials and a young demographic and get a potent source of engagement. Pinterest With million active users, Pinterest a pinboard-style photo sharing app that lets users create and maintain theme-based image collections.
On the platform, users are looking for inspiration, including specifically for ideas about new products to purchase. If a business were to post about its latest offering on Pinterest, that would positively influence the purchasing decision of the user. LinkedIn A tool with over million business professionals used for networking and allows businesses to reach customers with specific interests that are related to their brand. Youtube Youtube, a content aggregator, hosts videos that entertain and inform.
Here are some facts: A whopping hours of videos are uploaded to youtube every minute. Youtube has an audience more significant than any single network in the USA. Marketers use this platform to upload content about their products that can be informational or entertaining.
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Companies now have their own Youtube channel that can be customized with a branded URL and personalized content. Blogs Blogs offer a way to reach your target audience by writing content that informs them, entertains them and captures their attention. A channel if appropriately leveraged can reach a broad audience at a very low cost.
Your customers will find value in your blogs while increasing your chances of making a conversion. Throughout the book the framework of analysis, planning, implementation and control is used to help the student organize their approach to the complex decision making in the present communications environment. This is both an essential text and an indispensible reference resource and has been rigorously developed for undergraduates and postgraduates in Marketing and Business, and for the new CIM Certificate and Diploma exams in Business Communication, Promotional Practice and Marketing Communications.
Considers the important role and contribution of the tools of market research, and explores the key issues of branding, brand imagery, brand extensions and brand stretch Carefully structured to give a complete picture of all components in modern marketing communications and the changing nature of the marketing communications environment Provides an overview of the important dimensions of consumer and organizational buying behaviour. He previously held key management roles in both domestic and international advertising agencies and sales promotion companies.
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