marcom lect 5

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What is a primary focus of the retention phase after a customer makes a purchase?

Immediate customer feedback

Increasing advertising frequency

Building a long-term relationship (correct)

Offering discounts on future purchases

Which of the following is NOT a goal or KPI during the purchase phase?

Customer feedback (correct)

Downloads

Scheduled meetings

Sales

What is an effective strategy for retaining customers after a sale?

Reducing product variety

Ignoring customer inquiries

Increasing product prices

Sending personalized follow-up emails (correct)

Which of the following actions contributes to a strong customer retention strategy?

Building trust with customers (C) Signup and view all the answers

How can personalization enhance customer retention?

By tailoring interactions and recommendations (D) Signup and view all the answers

Which of these is an example of maintaining customer engagement after a purchase?

Creating a customer feedback loop (C) Signup and view all the answers

What is an example of building a sense of community among customers?

Providing exclusive membership programs (A) Signup and view all the answers

What outcome is likely achieved by creating value for customers?

Higher customer satisfaction (C) Signup and view all the answers

Which of the following terms is synonymous with the purchase phase?

Decision (C) Signup and view all the answers

What critical step is involved in the purchase decision process?

Making a shortlist of options (D) Signup and view all the answers

Which of the following could be considered a pain point for customers in the purchase phase?

Unavailability of preferred payment methods (D) Signup and view all the answers

What tactic can businesses use to enhance customer purchases compared to competitors?

Implementing targeted offers and discounts (D) Signup and view all the answers

What does 'friction' refer to in the context of the purchase phase?

Obstacles that hinder a smooth buying experience (A) Signup and view all the answers

Which of the following actions is recommended to improve the instore experience in the purchase phase?

Create shortcuts for customer navigation (B) Signup and view all the answers

Which option describes an important aspect of the purchase phase?

Choosing a solution to a problem (A) Signup and view all the answers

What role does availability play in the purchase phase?

Providing options that meet customer preferences (B) Signup and view all the answers

What is a key aspect customers consider during the consideration phase?

Understanding how to solve the problem (A) Signup and view all the answers

In the context of creating awareness, what is one of the mentioned scenarios?

Rebranding an existing product line (D) Signup and view all the answers

What do customers primarily seek during their research in the consideration phase?

The impact of each option on their problem (C) Signup and view all the answers

What is a common sign that someone needs a new mattress?

Frequent back pain (D) Signup and view all the answers

What does the awareness phase primarily focus on?

Understanding the problem at hand (C) Signup and view all the answers

What can be considered a green flag when choosing a mattress?

In-depth product descriptions (B) Signup and view all the answers

Which option could belong to the context of creating brand awareness in an existing market?

Promoting a well-known mattress brand (D) Signup and view all the answers

What are customers primarily doing when they move from the awareness stage to the consideration stage?

Identifying a solution for their need (B) Signup and view all the answers

What is the primary goal when developing a buyer persona for a new student?

To create targeted marketing strategies (C) Signup and view all the answers

At which stage of the customer journey are clients aware that they have a problem but do not yet know the solutions available?

Problem Aware (B) Signup and view all the answers

Which IMC strategy would be most effective for increasing brand visibility among prospective students?

Social media marketing (B) Signup and view all the answers

What should be prioritized in advocacy strategies during the customer journey?

Encouraging satisfied students to share experiences (D) Signup and view all the answers

What is a key distinction between multichannel and omnichannel marketing?

Omnichannel provides a seamless customer experience across channels. (A) Signup and view all the answers

What is the most awareness stage in the customer journey?

Clients are comparing your product with others. (D) Signup and view all the answers

How can touchpoints improve the effectiveness of a brand's visual identity?

By ensuring consistent messaging across platforms. (D) Signup and view all the answers

Which strategy should not be included in the retention phase of the customer journey?

Offering course discounts to new students (D) Signup and view all the answers

Which of the following is NOT considered a method of direct marketing?

Television advertising (A) Signup and view all the answers

What is the primary goal of the advocacy stage in the customer journey?

To turn customers into active advocates for the brand (A) Signup and view all the answers

Which tactic is commonly used to encourage advocacy among customers?

Referral and reward programs (A) Signup and view all the answers

What type of data is essential for effective direct marketing?

First-party data (B) Signup and view all the answers

How can a brand facilitate word-of-mouth marketing?

By providing high-quality products and services (D) Signup and view all the answers

Which communication method is considered a form of direct marketing?

Text messages (B) Signup and view all the answers

What role do testimonials and user-generated content play during the advocacy phase?

They help in building brand loyalty (B) Signup and view all the answers

What is considered a challenge in achieving customer advocacy?

Turning customers into active advocates (B) Signup and view all the answers

Study Notes

Integrated Marcom Strategies

Integrated marketing communications (IMC) strategies are used to identify and discuss the effectiveness of IMC tools at Hanze.
A buyer persona is developed for a new student.
Hanze touchpoints and their effectiveness for the persona are identified.

Planning

Integrated marketing strategies are used to plan marketing strategies.
The buyer persona is developed to understand the needs of a new student.
Customer touchpoints are identified and analyzed for effectiveness.
The customer journey (awareness, consideration, purchase, retention, and advocacy) is mapped for Hanze.
Strategies for awareness, consideration, and purchase, retention, and advocacy, are created for the Hanze student customer journey.
The strategies for acquisition, retention, and advocacy involve creating a seamless customer experience.

Recap

A recap of the previous material covered.

5 Stages of Awareness

The five stages of awareness are: unaware, problem aware, solution aware, product aware, and most aware.
Clients don't realize they have a problem in the unaware stage.
At the problem aware stage, clients know something is wrong but don't know the solution.
Solution-aware clients know existing products or services, but don't know why one solution is better than another.
During the product aware stage, customers compare solutions from different providers.
At the most aware stage, clients are ready for the next stage of the customer journey.
The different stages have practical examples.

Good to know

The scope of the awareness stage depends on the business context and how it is presented.
The differing types of awareness include addressing societal issues, groundbreaking innovation, new brands in an existing market, a new product line for an existing brand, and ensuring consistent marketing presence through methods like rebranding.

Consideration

The need or problem is clearly defined.
Customers extend research to different approaches for solving the problem.
Customers are receptive to information to help make the best decision.
They focus on understanding benefits to each option.
Customers understand their problem (awareness stage) and explore different solutions (consideration stage).

The Customer Journey: Purchase, Retention & Advocacy

The customer journey continues after purchase to building long term relationships.

Digital and Physical Touchpoints

A diagram shows various digital and physical touchpoints, along with the stages of awareness, consideration, purchase, retention, and advocacy, and how they can be connected.
Various methods of communication include paid content, search data, online display, word of mouth, PR (public relations), radio, television, print material, direct email, social media, mobile applications, third-party apps, stores and branches.
Interactions can lead to offering services, community engagement, loyalty programs, surveys, emails, and other digital/physical methods.

Synonyms for the Purchase Phase

Action, decision, conversion, and acquisition are synonyms for the purchase phase.

Problem Solving

Prospects often choose a strategy to solve a problem.
They typically research suppliers/providers and compare options before making purchasing decisions.
Service providers should understand the customer's problem to effectively provide support.

Pain Points for Kruidvat in the Purchase Phase

Online options are needed for customer purchases when the company does not have an online store.
The company should be available in online mapping and review platforms.
There should be access to the company's services on weekends and holidays, or similar events.

Tactics I

Be there when customers need you.
Aligning with the marketing mix.
Having an online store.
Making the business available on Google Maps and similar platforms.
Having services available during weekend/holiday hours

Tactics II

Create special offers to promote customers to buy at your business instead of competitors.
Targeted offers and discounts
Subscription benefits
Providing extra service
Free extras (premiums)
Free trials

Tactics III

Make doing business efficient.
Provide the demanded payment methods
Repeat buying opportunities
Functional website
In-store experience
Parking

Type of Content

Price-driven and call to action driven content.
Urgency in content.

Goals/KPIs

Sales, leads, downloads, bookings, scheduled meetings, demo/trial requests, store visits, and specific actions are essential goals and KPIs during the purchase phase of a customer journey.

Advocacy

Encouraging customers to become brand advocates is the final stage of the customer journey.
This involves getting positive reviews, recommending the brand to others, and generating word-of-mouth marketing.
Brand advocates are encouraged to give feedback and reviews.

Tactics for Advocacy

Referral and reward programs
Reviews, testimonials, and user-generated content
Social media content sharing
Building a strong community around the brand

Referral and Reward Programs

Example of a referral program (Dropbox).

Community Building

Examples of community building include company websites, online forums, and social media groups.

Word-of-Mouth

Word-of-mouth is the most powerful form of marketing.

Studying That Suits You

Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

Description

This quiz explores the concepts of Integrated Marketing Communications (IMC) strategies at Hanze. It covers the development of buyer personas, customer touchpoints, and the mapping of the customer journey for new students. Get ready to assess your understanding of effective marketing strategies and customer experience in the educational context.