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Marketers are beginning to understand that their brands live in the connections, and that they
must seize the opportunity by creating an integrated communications strategy. The objective
of marketing communications is to enhance brand equity by moving customers along a
customer experience path to purchase that leads to advocacy for the brand. The IMC goal is
to deliver the right message to the right audience at the right time in the right place. It is
critical for marketers to architect an effective integrated marketing communications plan that
delivers clear, consistent and compelling messages. Marketers must explore new methods to
leverage all elements of the communication mix and blend traditional, digital and social
media into a single, cohesive, holistic approach
Brand - The product or service must have a unique selling proposition to provide a
competitive advantage. It must deliver superior value for the audience and be clearly
differentiated on features, service or price when compared to the competitors offering.
Content with most competitors using the same linear marketing strategies targeting the
same consumer segments, content can now become a point of competitive differentiation.
When an organisation supplies value-added content it should provide consumers a reason to
engage with that particular brand and connect their products or services.
Delivery Next the organisation is then need to connect new digital media channels with
traditional channels to create a push-pull system. Consumers must become engaged with the
media employed or content delivery of the organisation will be unsuccessful. To achieve this
ensure the content is linked to the brand positioning to make the emotional connection with
the product or services.
Traditional measurements systems do not work well with integrated marketing, but most
companies have all the data and just need to align it. Problematic areas can include breaking
down internal silos and defining measures of success site traffic, new sales, revenue per
customer, return on capital, NPS (Net Promoter Score) etc. The customer experience now
occurs during the interaction with the companys products, online channels, customer service
and content. If companies can optimize the synergy between the ABCD resources and employ
an integrated marketing communications strategy they can drive improved returns from their
marketing investment.
STEPS IN DEVELOPING INTEGRATED MARKETING COMMUNICATION PLAN
An integrated marketing communication plan uses the same thematic message in different
types of promotions. The idea behind the message remains consistent whether consumers see
a magazine ad or the company's web page. An integrated marketing communication plan may
leverage its multiple promotion sources. A print ad might direct consumers to enter a contest
or sign up for personalized savings on a web site. Product packaging could play a role in an
integrated marketing communications plan as well. This is often seen with rewards programs
that allow consumers to "earn points" through purchases and participation in an online
community.
Analysis
Identity
Once a marketer determines who his customer is, he would want to create a unique identity
for his brand or company. The identity that the marketer creates will be more effective if it
appeals to an important need or value. Creating a unique identity, or "positioning," is
important, because it distinguishes the product from the competition. The message in a
companys integrated marketing communications plan will embody this unique identity.
Another way to think of positioning is to equate it with the main selling point.
Goals
Budget
Since most forms of advertising and promotion involve spending money, one needs to
determine how much. Many plans specifically state the amount that will go toward
advertisements, promotional contests and online social media. Part of the budget will need to
account for the unexpected. If the competition of the organisation matches its efforts, it may
need to adjust the frequency of its promotions. The organisation might need to adjust the
message and brand identity to counter the competition. Many budgets account for a year of
promotional activity.
SAMSUNG
Big Spender
For public relations SAMSUNG teamed up with a health company called CIGNA to make a
new application on their smartphones called S HEALTH. The app can track your heart
rate,stress level, oxygen level, blood pressure, blood glucose, and delivers health related
tips and articles to people with Galaxy Smartphones; the app can also connect you with
caregivers, doctors and hospitals to improve health and wellness worldwide.