POEM Model in Communication Strategies

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Questions and Answers

What does the POEM model stand for in communication strategies?

Paid, Earned, Owned Media (correct)

Pushed, Earned, Owned Media

Paid, Owned, Engaged Media

Paid, Organic, Managed Media

What is the primary goal of earned media in the POEM model?

Build long-term customer relationships

Generate immediate sales

Build credibility and trust (correct)

Enhance brand awareness

How does paid media primarily achieve its goals?

By relying on public relations campaigns

Through advertisements and paying for content distribution (correct)

Through customer advocacy

By organic social media reach

Which strategy does NOT belong to one of the three components of the POEM model?

Organic media Signup and view all the answers

Why is it important for companies to integrate online and offline communication?

To maintain a consistent brand narrative across various channels Signup and view all the answers

What is typically the focus of a communication campaign using owned media?

Creating content controlled by the company for brand narrative Signup and view all the answers

What is a potential benefit of utilizing paid media in a campaign?

Generates immediate results Signup and view all the answers

Which of the following is most likely an example of earned media?

A user-generated post recommending a brand Signup and view all the answers

What is an essential factor in determining the effectiveness of marketing communications?

The balance of Push and Pull strategies Signup and view all the answers

What does 'intensity' refer to in marketing communications?

The number of times messages are reinforced to the audience Signup and view all the answers

What technique is described by distributing advertising efforts over time with variations in intensity?

Pulsing strategy Signup and view all the answers

To achieve effective customer response, how should media be selected?

By ensuring it covers a significant portion of the target market Signup and view all the answers

In what way can companies sustain high levels of advertising awareness?

By consistently producing new content and investing significantly Signup and view all the answers

What role does scheduling play in marketing communications?

It dictates when and how frequently messages are presented Signup and view all the answers

What is meant by 'gross rating points' in the context of advertising?

A measurement of the advertisement's reach and frequency Signup and view all the answers

What is a key objective when implementing marketing communications?

Generate a response from customers Signup and view all the answers

What happens to consumer awareness during non-exposure periods?

It declines gradually. Signup and view all the answers

How can a company maintain its desired level of salience while reducing costs?

By employing pulse advertising strategies. Signup and view all the answers

Which of the following best describes Push and Pull marketing strategies?

Push strategies involve sending communication to customers, while Pull strategies attract customers to the product. Signup and view all the answers

What is a characteristic of BTL marketing?

It includes brand activations and interactive customer experiences. Signup and view all the answers

In the context of digital marketing, what distinguishes SEO from SEM?

SEO involves managing a company's online content organically, while SEM is based on paid search strategies. Signup and view all the answers

Which of the following is an example of off-page SEO?

Creating backlinks to a company’s website from other sites. Signup and view all the answers

What is an example of experiential marketing?

Hosting unique events for direct consumer interaction. Signup and view all the answers

Which of the following is NOT a benefit of pulse advertising?

Continuous customer engagement. Signup and view all the answers

What does an engagement rate of 5.75% indicate about audience interaction?

It denotes a moderate engagement with a small segment. Signup and view all the answers

Which of the following best defines 'reach' in advertising campaigns?

The percentage of the target audience exposed to the ad. Signup and view all the answers

What does a GRP of 180 imply about reaching the target audience?

The target audience was reached 1.8 times on average. Signup and view all the answers

What are the three broad categories of marketing communications?

Paid media, owned media, and earned media. Signup and view all the answers

What role does the CRI serve in marketing communications?

It identifies weaknesses in the marketing communications program. Signup and view all the answers

What is the significance of message frequency in marketing communications?

It helps maintain levels of awareness and interest. Signup and view all the answers

If 600,000 out of 1,000,000 people see an ad, what is the reach percentage?

60% Signup and view all the answers

Which statement about social media engagement is accurate?

Shares are a critical component of calculating total interactions. Signup and view all the answers

What is considered crucial for effective on-page SEO?

Ensuring the website is fast and technically functional Signup and view all the answers

Which element is NOT part of a successful advertising creative strategy?

Social media presence Signup and view all the answers

What is the main purpose of an advertising claim?

To persuade the customer to make a purchase Signup and view all the answers

Why do companies use regularly updated blogs for their SEO?

To enhance their on-page SEO efforts Signup and view all the answers

What should the concept of a communication campaign primarily be?

Unique to the product's characteristics Signup and view all the answers

Which of the following strategies is NOT a key to grabbing a consumer's attention?

Using complex jargon Signup and view all the answers

Which of the following is NOT an important reason for the concept in a communication campaign?

Can portray a negative image Signup and view all the answers

What role does humor play in the style and tone of a communication campaign?

It enhances emotional connection Signup and view all the answers

Which aspect of a product does the 'justification' in a creative strategy relate to?

The features and benefits of the product Signup and view all the answers

What is the Customer Response Index (CRI) used to measure?

The cumulative percentage of customer responses throughout the marketing funnel Signup and view all the answers

What do search engines trust based on numerous linkbacks?

Sites that have many linkbacks Signup and view all the answers

Which of the following is a way to create awareness among target customers?

Creating emotional resonance with unique characteristics Signup and view all the answers

The term 'consumer insight' in a creative strategy refers to what?

Understanding how to engage with consumers Signup and view all the answers

What is a potential benefit of including music in a communication campaign?

It can enhance the overall engagement and emotional appeal Signup and view all the answers

Why is it important for the advertising concept to be credible?

It builds trust and encourages purchase intent Signup and view all the answers

What should be included in a communication campaign to highlight technical capability?

Scientific evidence and product symbols Signup and view all the answers

Study Notes

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.

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.

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.

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.

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Description

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.