marcom lect 5

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.