Podcast
Questions and Answers
A company aims to enhance brand loyalty and increase repeat purchases through its marketing communication. According to the framework, which step should it prioritize first?
A company aims to enhance brand loyalty and increase repeat purchases through its marketing communication. According to the framework, which step should it prioritize first?
- Determining the key performance indicators (KPIs) that will measure the success of brand loyalty initiatives.
- Aligning marketing communication objectives with overall business and marketing goals related to customer retention. (correct)
- Identifying the cognitive, affective, or behavioral changes needed to foster stronger customer loyalty.
- Setting specific, measurable, achievable, relevant, and time-bound (SMART) goals focused on customer retention.
A marketing team is developing a communication strategy for a new product launch. Which aspect should they address to ensure a 'Targeted Approach', as described in the provided content?
A marketing team is developing a communication strategy for a new product launch. Which aspect should they address to ensure a 'Targeted Approach', as described in the provided content?
- Ensuring all communication activities are consistent with each other, regardless of the audience.
- Developing messaging and content that is relevant to the intended audience segments. (correct)
- Focusing on broad messaging to reach the widest possible audience.
- Prioritizing communication channels with the lowest cost per impression.
A non-profit organization seeks to increase donations through its marketing communications. Following the framework, what is the immediate next step after identifying that the desired behavioral change is increased donations from potential donors?
A non-profit organization seeks to increase donations through its marketing communications. Following the framework, what is the immediate next step after identifying that the desired behavioral change is increased donations from potential donors?
- Setting up a feedback mechanism to gather donor insights.
- Aligning the donation campaign with the organization's mission and values.
- Defining SMART goals focused on increasing donation amounts and frequency. (correct)
- Determining the metrics for measuring the success of the donation campaign.
What does 'Setting the Direction' primarily achieve in marketing communication efforts?
What does 'Setting the Direction' primarily achieve in marketing communication efforts?
A company is struggling with inconsistent messaging across its various marketing channels. Which principle, as highlighted in the content, is most directly violated?
A company is struggling with inconsistent messaging across its various marketing channels. Which principle, as highlighted in the content, is most directly violated?
An organization is launching a marketing campaign without clearly defined, measurable outcomes. How does this deficiency impact the 'SMART Goals' component of their strategy?
An organization is launching a marketing campaign without clearly defined, measurable outcomes. How does this deficiency impact the 'SMART Goals' component of their strategy?
A company is planning to measure the success of its marketing communication campaign. According to the content, what should they do before determining the metrics that best measure success?
A company is planning to measure the success of its marketing communication campaign. According to the content, what should they do before determining the metrics that best measure success?
A marketing team has identified the business and marketing goals and the audience for their new campaign. What is the next step, according to the ‘Mission’ framework?
A marketing team has identified the business and marketing goals and the audience for their new campaign. What is the next step, according to the ‘Mission’ framework?
A marketing team observes a 10% increase in impressions compared to Campaign A, but no change in CPA. Considering the 6M framework, which strategic adjustments would best optimize campaign performance?
A marketing team observes a 10% increase in impressions compared to Campaign A, but no change in CPA. Considering the 6M framework, which strategic adjustments would best optimize campaign performance?
A company aims to increase its market share by re-engaging younger adults (16-21). Which set of metrics best indicates the effectiveness of their integrated marketing communications (IMC) campaign?
A company aims to increase its market share by re-engaging younger adults (16-21). Which set of metrics best indicates the effectiveness of their integrated marketing communications (IMC) campaign?
A brand targets 16-21 year olds and sees a 30% increase in followers compared to 2010, but only a 5% increase in brand affinity. What does this suggest about the marketing strategy's effectiveness?
A brand targets 16-21 year olds and sees a 30% increase in followers compared to 2010, but only a 5% increase in brand affinity. What does this suggest about the marketing strategy's effectiveness?
A marketing campaign for a consumer product shows a substantial increase (10%) in penetration point (PP) consumption compared to a previous campaign, but struggles to improve the conversion rate relative to 'Camp A'. How would you approach this situation?
A marketing campaign for a consumer product shows a substantial increase (10%) in penetration point (PP) consumption compared to a previous campaign, but struggles to improve the conversion rate relative to 'Camp A'. How would you approach this situation?
A company is using the 6M framework to guide its integrated marketing communications. Considering the 'Mission' component, which element is most critical at the outset?
A company is using the 6M framework to guide its integrated marketing communications. Considering the 'Mission' component, which element is most critical at the outset?
A company notices a decline in sales among younger adults. Which of the following represents the MOST effective first step in addressing this business challenge, according to the provided framework?
A company notices a decline in sales among younger adults. Which of the following represents the MOST effective first step in addressing this business challenge, according to the provided framework?
A marketing team aims to increase Coke's appeal to younger adults. Which question BEST reflects the 'Relevant' aspect of setting SMART goals in this scenario?
A marketing team aims to increase Coke's appeal to younger adults. Which question BEST reflects the 'Relevant' aspect of setting SMART goals in this scenario?
Which factor is LEAST important when aligning marketing communication campaign objectives with overall business strategy?
Which factor is LEAST important when aligning marketing communication campaign objectives with overall business strategy?
A company aims to improve its marketing strategy by setting Key Performance Indicators (KPIs). Which of the following is the MOST important reason for setting KPIs as part of this strategy?
A company aims to improve its marketing strategy by setting Key Performance Indicators (KPIs). Which of the following is the MOST important reason for setting KPIs as part of this strategy?
A company's marketing communications strategy aims to increase brand awareness by 30% in the next quarter. Which approach represents the BEST alignment of marketing communication strategic goals?
A company's marketing communications strategy aims to increase brand awareness by 30% in the next quarter. Which approach represents the BEST alignment of marketing communication strategic goals?
When creating a marketing campaign targeting younger adults, what is the significance of understanding the target audience's 'cognitive, affective, or behavior changes'?
When creating a marketing campaign targeting younger adults, what is the significance of understanding the target audience's 'cognitive, affective, or behavior changes'?
Which of the following best describes the initial step in defining strategic goals for a marketing campaign?
Which of the following best describes the initial step in defining strategic goals for a marketing campaign?
Which of the following scenarios BEST exemplifies a SMART goal designed to address declining sales among young adults?
Which of the following scenarios BEST exemplifies a SMART goal designed to address declining sales among young adults?
A company's primary business goal is to expand into a new international market. Which marketing goal would BEST support this business objective?
A company's primary business goal is to expand into a new international market. Which marketing goal would BEST support this business objective?
After launching a new marketing campaign, what is the MOST important reason for setting up a feedback mechanism?
After launching a new marketing campaign, what is the MOST important reason for setting up a feedback mechanism?
In the context of strategic goal setting, what does 'audience understanding' primarily involve?
In the context of strategic goal setting, what does 'audience understanding' primarily involve?
What should be the FIRST step when creating a marketing strategy?
What should be the FIRST step when creating a marketing strategy?
A company with a mission to provide sustainable energy solutions is launching a new solar panel product. Which marketing communication goal BEST reflects alignment with its mission?
A company with a mission to provide sustainable energy solutions is launching a new solar panel product. Which marketing communication goal BEST reflects alignment with its mission?
Which of the following is the MOST critical aspect of translating a business goal into a customer goal?
Which of the following is the MOST critical aspect of translating a business goal into a customer goal?
A company finds that younger adults are not considering their product as frequently as before. What should be the PRIMARY focus when defining the desired 'impact' to address this issue?
A company finds that younger adults are not considering their product as frequently as before. What should be the PRIMARY focus when defining the desired 'impact' to address this issue?
Which of the fallowing provides the foundation of a business's strategic framework
Which of the fallowing provides the foundation of a business's strategic framework
A company wants to encourage younger adults to choose their product more often in social settings. What is the MOST effective approach to achieving this goal?
A company wants to encourage younger adults to choose their product more often in social settings. What is the MOST effective approach to achieving this goal?
Why is setting Key Performance Indicators (KPIs) important in achieving strategic goals?
Why is setting Key Performance Indicators (KPIs) important in achieving strategic goals?
What is the significance of aligning marketing goals with business goals?
What is the significance of aligning marketing goals with business goals?
A consumer goods company is developing its annual marketing plan. What is the MOST effective way to ensure alignment between marketing and business objectives?
A consumer goods company is developing its annual marketing plan. What is the MOST effective way to ensure alignment between marketing and business objectives?
A business seeks to refine its marketing strategies, ensuring that every marketing communication contributes effectively to its overarching strategic direction: The business should:
A business seeks to refine its marketing strategies, ensuring that every marketing communication contributes effectively to its overarching strategic direction: The business should:
In the 'Coke Share a Bottle' IMC example, the primary customer driver identified was that younger adults:
In the 'Coke Share a Bottle' IMC example, the primary customer driver identified was that younger adults:
For the 'Coke Share a Bottle' campaign, what was the primary objective in response to declining sales?
For the 'Coke Share a Bottle' campaign, what was the primary objective in response to declining sales?
What does 'agree measurement and tracking' refer to in the context of setting strategic goals?
What does 'agree measurement and tracking' refer to in the context of setting strategic goals?
A marketing communications campaign should primarily aim to achieve what in the short term?
A marketing communications campaign should primarily aim to achieve what in the short term?
Which of the following metrics is most directly associated with the goals of a marketing communications campaign?
Which of the following metrics is most directly associated with the goals of a marketing communications campaign?
What is the primary role of marketing strategic goals in relation to business strategic goals?
What is the primary role of marketing strategic goals in relation to business strategic goals?
Why is it important for marketing communications campaign objectives to be aligned with marketing strategic goals?
Why is it important for marketing communications campaign objectives to be aligned with marketing strategic goals?
A company is launching a new product. Which marketing strategic goal would best support this launch?
A company is launching a new product. Which marketing strategic goal would best support this launch?
What is the benefit of aligning marketing communication objectives with overall business strategies?
What is the benefit of aligning marketing communication objectives with overall business strategies?
Why is establishing a measurement framework important when aligning marketing communications campaign objectives with broader strategic goals?
Why is establishing a measurement framework important when aligning marketing communications campaign objectives with broader strategic goals?
If a business aims to improve customer lifetime value (CLV), which marketing strategic goal would directly support this?
If a business aims to improve customer lifetime value (CLV), which marketing strategic goal would directly support this?
Flashcards
Set the Direction
Set the Direction
Provides clarity and purpose for all marketing communication efforts.
Consistency
Consistency
Ensures all communication activities are consistent with each other.
Aligned Objectives
Aligned Objectives
Alignment with Communications, Marketing, and Business Strategic goals.
Targeted Approach
Targeted Approach
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Align with Business Goals
Align with Business Goals
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Audience Understanding
Audience Understanding
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SMART Goals
SMART Goals
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Set KPI's
Set KPI's
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Marketing Goals
Marketing Goals
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Sustainable Outcomes
Sustainable Outcomes
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Measurement & Tracking
Measurement & Tracking
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Feedback Mechanism
Feedback Mechanism
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Purpose
Purpose
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Vision
Vision
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Key Performance Indicators (KPIs)
Key Performance Indicators (KPIs)
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Align with Business & Marketing Goals
Align with Business & Marketing Goals
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Specific (in SMART Goals)
Specific (in SMART Goals)
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Measurable (in SMART Goals)
Measurable (in SMART Goals)
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Achievable (in SMART Goals)
Achievable (in SMART Goals)
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Brand Awareness Goal
Brand Awareness Goal
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Brand Affinity Goal
Brand Affinity Goal
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Customer Lifetime Value (CLV) Goal
Customer Lifetime Value (CLV) Goal
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Purchase Frequency Goal
Purchase Frequency Goal
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Campaign Improvements
Campaign Improvements
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Mission (Strategic Goals)
Mission (Strategic Goals)
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Set KPIs (Key Performance Indicators)
Set KPIs (Key Performance Indicators)
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Agree Measurement & Tracking
Agree Measurement & Tracking
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Agree Feedback
Agree Feedback
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Customer Driver (Coke)
Customer Driver (Coke)
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Business Strategic Goals
Business Strategic Goals
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Marketing Strategic Goals
Marketing Strategic Goals
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Communications Strategic Goals
Communications Strategic Goals
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Communications Campaign Goals
Communications Campaign Goals
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Market Share Growth
Market Share Growth
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Innovation (as a Marketing Goal)
Innovation (as a Marketing Goal)
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Objective Alignment: Business Alignment
Objective Alignment: Business Alignment
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Objective Alignment: Enhanced Effectiveness
Objective Alignment: Enhanced Effectiveness
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Study Notes
- Marketing Communications - Week 2 - Jan 29h 2025
Plan for Today
- Housekeeping will be covered
- Quick recap on last week
- Learning outcomes for today will be discussed
- There will be 'Comms Of The Week'
- Setting IMC Objectives for Communications
- A 10 minute break
- What will be covered next wee
Housekeeping & Questions from last week
- Brightspace is fully up to date.
- Supplement learning and aid with group projects using the 'Additional Reading' page for each week.
- The ‘Additional Reading' page is not testable unless specifically specified, covered in a lecture, case study or ‘required reading'.
- Group Project self-enrolment opens Jan 31st.
- Groups can be formed from both class.
- The mid-term quiz will be 1 hour and the final-term quiz will be 2 hours.
- Lectures will typically be 90 to 100 mins.
- You cannot use of electronic devices in class unless specified otherwise.
Recap on Last Week
- Discussions included the role of marketing communications
- Alignment to marketing & business objectives
- Types of communication
- Effective communication
- The customer decision making process (journey).
- Data-driven approach
- Principles of IMC
- 6M IMC Framework
6M IMC Framework
Planning entails laying the foundations in MOD 1.
- The Mission is determining the impact you want to have
- Deciding which Market you wish to target
- Execution translates your Strategy into a Story in MOD 2.
- You must decide what Message you need/want to say
- You must determine which Media will reach your target audience.
- Impact concerns measuring the Impact & Cost of Delivery in MOD 3
- You need to know what the cost regarding Money
- You must decide Measurements to determine how you will know if you've succeeded?
Learning Outcomes For Today
- The importance of a mission will be highlighted
- Alignment with business and marketing goals will be discussed
- Data driven approach
- A better Audience understanding
- And a clear measurable vision of success.
Your Comms of The Week
- What did you choose & why?
Mission
- The Mission defines the communication objectives to influence consumer behaviour.
6M Framework for Developing IMC - 3 Stages, 6 Steps
- Stage I Planning includes the Mission and the Market
- Stage II Execution consists of the Message and Media
- Stage III Impact involves Money and Measurement.
Mission Objectives
- Set clear campaign objectives to clearly establish what the communications need to achieve, and the behaviour change/s required (Think/Feel/Do).
- Setting The Direction provides clarity and purpose for all marketing communication efforts.
- Ensure Consistency to make sure all communication activities are consistent with each other.
- Alignment with Communications, Marketing and Business Strategic goals achieves Aligned Objectives
- The Targeted Approach helps ensure messaging and content are relevant to the intended audience/s.
Mission - Defining the impact you want to have - involves 5 steps
- Align With Business & Marketing Goals means to identify the business and marketing goals where marketing communications plays a role.
- Audience Understanding helps you identify the audience cognitive, affective or behaviour changes that need to be delivered to address the business goal/ issue/ opportunity.
- Smart Goals helps determine the sustainable outcomes that align with marketing & business goals and you can agree to be specific, measurable, achievable, relevant and time-bound goals
- Setting KPI's concerns determining the metrics that best measure success.
- Agree Measurement & Tracking sets up feedback mechanisms - agree on how you will track, measure and report
The Strategic Framework: integrates purpose, vision, mission, value proposition and strategy
- Marketing goals support the delivery of business goals which in turn are informed and aligned with the strategic framework of the business .
- Purpose: the Reason We Exist beyond making money
- Vision: is where we want to go and the desired impact
- Mission: what we do.
- Value Proposition: the specific value offered to customers.
- Business Strategy: focuses on how we will achieve goals.
- Functional Strategy: focuses on how we will support the business goals.
Goal Alignment
- Clarify the business goals of what the business is trying to achieve
- Marketing goals determine how marketing helps deliver the business goals
- Marketing communications can have an impact on overall marketing goals for the year.
- The Marketing communications campaign communicates what job is to be done in the short term.
Marketing Function Strategic House
- Purpose
- Strategic Vision
- Strategic Priorities
- Marketing Strategic Levers - Communications - IMC
- Marketing Initiatives
- KPI's - X
- Enablers - X
Aligning Objectives:
- Business Strategic Goals: LT Key performance goals guide business direction in line with its vision and mission.
- Market Share Growth, Innovation, Customer Acquisition and Customer Lifetime Value (CLV) are all Marketing Strategic Goals
- Communications Strategic Goals: Broad LT objectives detailing how & what the brand wants to communicate over time to help delivery of marketing goals.
- Communications Campaign Goals are specific short term goals related to a specific campaign within a specific timeframe.
Importance of Objective Alignment
- Business Alignment supports the company's mission
- Enhanced Effectiveness promotes brand consistency
- Resource Efficiency focuses resources on activities that align with strategic objectives
- Stakeholder Influence enhances engagement with stakeholders.
Examples
- What stage of the funnel is each Comms at?
- What is the objective?
Mission - Defining the impact you want to have - involves 5 steps
- Align With Business & Marketing Goals means to identify the business and marketing goals where marketing communications plays a role.
- Audience Understanding helps you identify the audience cognitive, affective or behaviour changes that need to be delivered to address the business goal/ issue/ opportunity.
- Smart Goals helps determine the sustainable outcomes that align with marketing & business goals and you can agree to be specific, measurable, achievable, relevant and time-bound goals
- Setting KPI's concerns determining the metrics that best measure success.
- Agree Measurement & Tracking sets up feedback mechanisms - agree on how you will track, measure and report
Understanding the Audience
- What existing and current relationship do customers have with brand?
- Where are your customers on the decision journey?
- What are the customers thinking, feeling, doing?
- What is working? what needs improving?
- How is all of this impacting business and goal delivery?
- What needs to change to achieve both business and marketing goals?
- Analyze data from multiple sources.
- Brand Health: measures awareness, perception, and loyalty
- Financial analysis: measures profitability, margins and costs
- Competitor research: asses strategies and market position.
Translating the Business Goal/Challenge into a Customer goal
- Customer Impact: What do you want customers to think, feel, do in the future?
- Customer Driver: What is the customer thinking, feeling and doing now?
- Customer Reality: What is the current customer behaviour that is driving this issue?
- Business Challenge: What is the underlying business challenge that needs to be addressed?
Audience Understanding in Practice
- One of the first brands to adopt IMC was Coca-Cola
- The goal was Drive sales & closeness with younger people
- The IMC strategy involved ads in print, TV, OOH, & social
- It took the Insight that connection and feeling valued - was key
- Coca-cola capitalized on the millennials sharing behaviour
- Results: Global +$12bn Rev in 2 years, 1bn impressions, 70+ countries taking part/ Australia: +870% increase in online traffic, +25m followers on Facebook, +7% consumption with millennials 250m bottles sold (10btls per Australian).
- Coke Share a Bottle IMC
- Issue: Declining sales
- Objective: Halt decline
Audience Understanding in Practice with Coke
- Coca-Cola wants to get young adults to choose Coke more often when with friends
- To get closer to younger adults physically, mentally and emotionally is the aim
- Younger Adults feel that Coke is a brand for their parents.
- Younger Adults are not therefore seeing or thinking about Coke as much as they used to.
- Younger adults are choosing other brands more often in social situations.
- Therefore there is declining frequency with the highest value consumer; the younger adults.
- So sales are declining.
Mission - Defining the impact you want to have - involves 5 steps
- Align With Business & Marketing Goals means to identify the business and marketing goals where marketing communications plays a role.
- Audience Understanding helps you identify the audience cognitive, affective or behaviour changes that need to be delivered to address the business goal/ issue/ opportunity.
- Smart Goals helps determine the sustainable outcomes that align with marketing & business goals and you can agree to be specific, measurable, achievable, relevant and time-bound goals
- Setting KPI's concerns determining the metrics that best measure success.
- Agree Measurement & Tracking sets up feedback mechanisms - agree on how you will track, measure and report
SMART Goals
- S Specific Your goal should be clear and specific. Refine your objective to be as detailed as possible and address the who, what, when, where, why
- M Measurable Your goal should include criteria for measuring progress. How will you measure success? and provide success Metrics and progress indictors
- A Achievable Your goal should be realistic & attainable. Do I have the available resources to succeed? and address Resource Availability and Feasibility
- R Relevant Your goal should align with your broader objectives. Does this contribute to delivering our priorities? and determine Priority Contribution and Alignment Objectives
- T Timebound Your goal should have a deadline or time frame for completion and include a deadline and time frame
SMART Goal in Practice looking at Coke
- Customer Impact: How to get young adults to choose Coke more often when with friends, how to get physically, mentally and emotionally closer to younger adults
- SMART Goal: is to encourage young adults aged 16-21 to choose Coke for at least 1 more social occasion with friends increasing frequency of purchase per week by +1 500ml serve by end '25 through a targeted insight driven campaign that brings Coke into their world in a relevant way
Mission - Defining the impact you want to have - involves 5 steps
- Align With Business & Marketing Goals means to identify the business and marketing goals where marketing communications plays a role.
- Audience Understanding helps you identify the audience cognitive, affective or behaviour changes that need to be delivered to address the business goal/ issue/ opportunity.
- Smart Goals helps determine the sustainable outcomes that align with marketing & business goals and you can agree to be specific, measurable, achievable, relevant and time-bound goals
- Setting KPI's concerns determining the metrics that best measure success.
- Agree Measurement & Tracking sets up feedback mechanisms - agree on how you will track, measure and report.
KPI's & Tracking
- Key Performance Indicators (KPIs) assess whether your plan is achieving the expected results.
- You should focus on performance that aligns with your goals
- It's best to keep the list concise and relevant to the narrative.
- Enhance your understanding of strategy, goals, tactics with data and measurement
- You must Define a base point and a realistic future target.
- You need access to industry benchmarks and past campaign data.
- You need your data sources and reporting methods to be accurate.
KPI's & Tracking in Practice for Coke
- Re-engagement through marketing with young adults to encourage them to drink coke at least one more occasion than they usually would
- Brand Awareness, Affinity and Frequency of Purchase were all comms strategies.
- Halt yoy sales decline (2pp) regarding business goals
- Marketing Strategy: Increase market share through re-engagement with younger adults 16-21 (+1pp). Plus a CLV of younger adults (+5%)
Next Week
- Focus on Topic - MARKET: Audience understanding & Insight
- Analyse Your 'comms of the week' – what was the 'Mission'
- Readings will entail discussion questions on Brightspace
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