POEM Model in Communication Strategies

Unit 9: Communications Strategies to Engage Customers

• This unit focuses on strategies for engaging customers through various communication channels
• Different types of communication channels are mentioned, including advertising, branding, digital marketing, internet/social media, and content/product.

Unit 9 - Contents

• The content covers key stages of a communication campaign, including building engagement, planning a campaign, creative strategy, campaign effectiveness and conclusion.
• Key concepts include retention, activation, onboarding, acquisition, consideration and awareness.
• ROI, NPS (Net Promoter Score) and CSAT (Customer Satisfaction Score) are part of a communication campaign
• It also incorporates the importance of market share and identifying customer opportunities and precision targeting.

Unit 9 - Introduction

• A brand's essence lies in how consumers perceive it rather than how the brand represents itself.
• Key communication channels include print, electronic (billboards and social media), and digital media.
• Communications are measured by metrics including converting, engaging, acting, and reaching the target audience.

Unit 9 - Part I

• This section focuses on building engagement through planning paid, earned, and owned media communication campaigns.

1. Building Engagement: POEM Model

• The POEM Model is a framework for organizing communication channels, integrating online and offline strategies.
• It emphasizes the importance of combining paid, owned, and earned media for a holistic marketing strategy.
• Owned media: Channels controlled directly by the company (e.g., website, social media).
• Paid media: Channels where companies pay to distribute content or advertisements (e.g., television, radio).
• Earned media: Exposure gained through organic efforts, typically via customer advocacy or public relations (e.g., social media mentions).

Building Engagement: Communication Campaigns Categories

• This part is about paid media.
• Objectives include building the brand, and examples include TV ads, radio ads, display advertisements, search advertising, and email advertising.
• Customer response involves associating feelings or emotions with the product.
• Metrics like ad and brand recall, and positive attitudes towards the brand are used to measure effectiveness.

Nike's Paid Media Campaign with Colin Kaepernick

• Nike's ad campaign featured Colin Kaepernick, aiming to convey broader messages about "believing in something" and sacrifice.

Owened Media

• The objective is to develop a brand narrative emphasizing uniqueness and differentiation.
• This involves using company websites, blogs, and social media pages.
• The customer response aspect is about sparking interest.

Netflix Promotes Original Content with a Meme

• Netflix uses memes to promote its original content.

Earned Media

• The goal is brand recommendations through credible sources such as publicity mentions, online reviews, and ratings.
• Customer response focuses on generating a sense of urgency and action.
• Metrics include high purchase rates and positive responses to requests.

2. The Marketing Communications Landscape: 1980-2020

• This section analyzes the global advertising spending trends across various media channels from 1980 to 2020.
• The chart shows the fluctuation of ad spend over time, including a peak in newspaper and magazine spending in 2007 and eventual shift to social media.

2. Planning of a communication campaign: process

• This part details the sequential steps/process involved in planning a communication campaign.
• Includes identifying the target audience, establishing clear communication objectives, selecting a communication strategy, defining the media mix, determining the budget, and managing the campaign execution and process control/managing the IMC (Integrated Marketing Communications) process.

2. Effectiveness of marketing communications

• The same basic objectives apply across all communication channels, which include creating brand image, generating interest in the product/service, and inspiring customers to act.

2. Effectiveness of marketing communications: calendar

• The effectiveness of marketing communications is dependent on the intensity, scheduling, and allocation and the interplay between pull and push strategies.
• Important data point on awareness, reaching 68 per cent by the end of the campaign (day 5).

2. Effectiveness of marketing communications: calendar—Chromogram

• Companies should frequently produce new content to maintain advertising awareness.
• Pulses refer to a strategy that involves intermittent or varied actions and/or messages over time.
• This helps maintain customer engagement and relevance over time and across different segments of the target market.

2. Effectiveness of marketing communications: schedule

• A four-week exposure period strategy can generate awareness, reduce costs associated with advertising, and avoid customer irritation through a lack of continuous exposure.
• Gradual awareness with periodic exposure, rather than constant repetition, is more effective.

2. Effectiveness of marketing communications: Push-Pull strategy allocation

• Companies can use different strategic approaches for marketing communication such as push or pull, each with different objectives and targeting.

2. Effectiveness of marketing communications: tools

• Different promotional methods – mass or customized – have their strengths and weaknesses.
• This chart provides a summary for mass and customized advertising, personal selling and public relations, sales promotion and direct marketing, including their associated costs, strengths, and weaknesses.

2. Effectiveness of marketing communications: BTL-ATL assignment

• ATL (above the line) advertising typically uses broader media, while BTL (below the line) utilizes more focused, unique approaches to reach specific audiences.

2. Effectiveness of marketing communications: BTL Examples

• BTL strategies use various techniques to engage customers directly and create specific experiences, including brand activations, promotions, street marketing, experiential marketing, or merchandising.

2. Digital Communication Effectiveness: SEO versus SEM

• SEO (Search Engine Optimization) and SEM (Search Engine Marketing) are two different approaches to search engine marketing with varied costs, timeframes, and resulting effects.
• SEO is a long-term, organic strategy, while SEM is a short-term, paid approach.

2. Digital Communication Effectiveness: SEO

• SEO strategies are categorized into on-page SEO (e.g., site content, internal linking, meta tags, image optimization) and off-page SEO (e.g., content marketing, social media, link building, reviews, podcasts).

2. Digital Communication Effectiveness: SEM

• Paid search or pay-per-click advertising.
• Keywords play a critical role in paid search advertising.

The World's Most Popular Social Networks in 2021

• This chart displays the popularity of social media platforms ranked by user base in 2021 , which can differ from other years or time periods.

Unit 9 – Part III: The Creative Strategy

• Deciding on a creative strategy involves determining what to say to consumers, incorporating a strong idea, consumer insight, and justification for the campaign's approach and methodology.

2. Planning of a communication campaign: advertising—Big Idea

• A big idea serves as a platform for a communication strategy, with a strong consumer insight that drives the campaign.
• Consumer insight identifies ways to engage consumers, and often asks "why" and "what if".

2. Planning of a communication campaign: advertising—The concept

• An important advertising concept should be intrinsically linked to a unique product characteristic.
• The advertised concept must be credible and genuine (telling the truth) and stimulate consumer desire to understand and try the product.

Unit 9 – Part IV: Campaign Effectiveness

• Key aspects of campaign effectiveness include customer journey and response rate.
• Various tools to measure effectiveness such as Customer Response Index (CRI), Penetration Index, Response Index, and Engagement Index.
• Methods to measure advertising include gross rating points.

4. Campaign Effectiveness: Social Network Engagement Index

• This metric measures the percentage of a targeted audience that interacts with a social media campaign.
• A higher engagement index demonstrates a more significant audience connection with a specific post or campaign.

4. Campaign Effectiveness: Gross Rating Points (GRP)

• GRP is used to identify the reach and frequency of an advertising campaign.
• It estimates how many times the target audience is exposed to the advertising message.

Social Media Marketing Strategy

• Consistent and well-considered social media strategy is crucial for effective results

Unit 9 – Part V: Conclusion

• Effective communication campaigns encompass numerous objectives, including building brand awareness, reminding customers of product benefits, motivating action, and enhancing the comprehension and interest in products.
• Companies and teams must use diagnostic tools and metrics like CRI and GRP to determine campaign weaknesses and ensure effectiveness. Companies must be aware of the different types of online communications and marketing including pull and push strategies.

Test your knowledge on the POEM model, an essential framework in communication strategies. This quiz covers the various components of paid, owned, and earned media, as well as their significance in marketing campaigns and overall communication effectiveness.