Marketing Communication Planning PDF

Customer Centricity Description: Customer centricity is a business strategy that prioritizes the customer's needs and experiences above all else. It's about creating a company culture that understands and meets customer expectations, preferences, and desires. Key Points: Customer-centricity...

Customer Centricity Description: Customer centricity is a business strategy that prioritizes the customer's needs and experiences above all else. It's about creating a company culture that understands and meets customer expectations, preferences, and desires. Key Points: Customer-centricity is essential for driving repeat business, enhancing customer loyalty, and improving business growth. (Session 3, Level 4 Award in Planning Integrated Campaigns) Customer-centric companies go beyond offering good customer service. They create a culture that revolves around the customer and their needs. (Session 3, Level 4 Award in Planning Integrated Campaigns) Amazon and Zappos are prime examples of customer-centric brands. They have invested heavily in building a culture that prioritizes customer satisfaction. (Session 3, Level 4 Award in Planning Integrated Campaigns) Econsultancy found that being customer-centric was the most important characteristic for establishing a truly "digital-native" culture. (Session 3, Level 4 Award in Planning Integrated Campaigns) Customer experience is a key differentiator in the business world. Deloitte research indicates that 88% of companies view customer experience as their biggest competitive advantage. (Session 3, Level 4 Award in Planning Integrated Campaigns) Marketing Communication Planning Framework Description: A marketing communication planning framework provides a structured approach to developing, executing, and evaluating marketing communication strategies. It helps marketers ensure consistency and effectiveness in delivering messages to their target audience. Key Points: A marketing communication plan is a tool businesses use to map out and track their marketing goals, strategies, and tactics. (Session 3, Level 4 Award in Planning Integrated Campaigns) A comprehensive marketing communication plan includes: o Analysis of the current situation o Key objectives and SMART goals o Intended target audience o Key messages o Communication strategy o Communication channels o Budget  o Timeline (Session 3, Level 4 Award in Planning Integrated Campaigns) Marketing Communication Planning Models Description: Marketing communication planning models are frameworks that guide the development, execution, and evaluation of marketing communication strategies. These models provide a systematic approach to delivering messages to the target audience. Key Points: AIDA Model (Attention, Interest, Desire, Action): This model focuses on guiding promotional activities like advertising, sales promotions, and direct marketing campaigns. It outlines a four-step process to move consumers through the decision- making process: o Attention: Grab the audience's attention with engaging content or a compelling message. o Interest: Keep their interest by showing how your product or service can meet their needs. o Desire: Generate a desire for the product by emphasizing its benefits and value. o Action: Lead the audience to take action, whether it's making a purchase or signing up. (Session 3, Level 4 Award in Planning Integrated Campaigns) Hierarchy of Effects Model: This model outlines the steps a consumer takes from awareness to purchasing a product. It includes six stages: 1. Awareness 2. Knowledge 3. Liking 4. Preference 5. Conviction 6. Purchase (Session 3, Level 4 Award in Planning Integrated Campaigns) DAGMAR Model (Defining Advertising Goals for Measured Advertising Results): This model focuses on setting clear and measurable objectives for advertising efforts and evaluating their effectiveness. It emphasizes four key stages: o Awareness: Make the target audience aware of the brand or product. o Comprehension: Ensure they understand the product's benefits and value. o Conviction: Build a preference for the product. o Action: Motivate the audience to take a specific action, such as making a purchase. (Session 3, Level 4 Award in Planning Integrated Campaigns) IMC (Integrated Marketing Communications) Model: This model focuses on integrating various marketing communication tools, like advertising, public relations, digital marketing, and sales promotions, to deliver a consistent brand message across all channels. It involves four key steps: 0. Customer Identification: Understand the target audience.  1. Channel Selection: Choose the most effective communication channels for the audience. 2. Message Consistency: Ensure the message is consistent across all touchpoints. 3. Feedback and Adjustments: Collect feedback and make necessary adjustments. (Session 3, Level 4 Award in Planning Integrated Campaigns) Push and Pull Strategy: This strategy involves two distinct approaches to marketing: o Push: Push the product toward customers using direct marketing tactics, sales promotions, or trade shows to increase product awareness and availability. o Pull: Create demand by directly appealing to consumers through advertising, social media, or influencer marketing, making them seek out the product. (Session 3, Level 4 Award in Planning Integrated Campaigns) 7 Ps Model (Marketing Mix): This model expands on the traditional 4 Ps (Product, Price, Place, Promotion) to include: 0. Product: What you’re selling. 1. Price: How much it costs. 2. Place: Where and how the product will be distributed. 3. Promotion: How you will communicate with the target market. 4. People: The people involved in the process (e.g., staff, customers). 5. Process: The delivery of the service or product. 6. Physical Evidence: Tangible proof of the product or service’s quality (e.g., packaging, reviews). (Session 3, Level 4 Award in Planning Integrated Campaigns) SOSTAC Model: This strategic planning model guides the development of marketing plans. It stands for: 0. Situation Analysis: Where are we now? 1. Objectives: Where do we want to go? 2. Strategy: How do we get there? 3. Tactics: What are the specific actions needed? 4. Action: How will we execute the plan? 5. Control: How do we measure and control performance? (Session 3, Level 4 Award in Planning Integrated Campaigns) PESO Model (Paid, Earned, Shared, Owned Media): This model categorizes different media types to structure an integrated marketing communication plan: o Paid Media: Ads, sponsored content. o Earned Media: PR, media coverage, customer reviews. o Shared Media: Social media content shared by the audience. o Owned Media: Website, blog, email newsletter. (Session 3, Level 4 Award in Planning Integrated Campaigns) Integrated Marketing Communication Channels Description: Integrated marketing communication channels are the various touchpoints where a brand interacts with its audience. These channels should be carefully selected and integrated to deliver a consistent brand message. Key Points: The choice of communication channels depends on the target audience and the overall marketing objectives. (Session 3, Level 4 Award in Planning Integrated Campaigns) Effective integration of communication channels ensures a cohesive brand experience across all touchpoints. (Session 3, Level 4 Award in Planning Integrated Campaigns) Project Management in Digital Marketing Description: Project management is crucial in digital marketing to ensure that campaigns are executed effectively, on time, and within budget. It involves planning, organizing, and controlling resources to achieve specific marketing goals. Key Points: Project management helps to streamline digital marketing efforts, improve efficiency, and maximize return on investment. (Session 3, Level 4 Award in Planning Integrated Campaigns) Effective project management involves: o Defining clear project goals and objectives o Developing a detailed project plan with timelines and milestones o Allocating resources effectively o Monitoring progress and making adjustments as needed o Communicating effectively with stakeholders (Session 3, Level 4 Award in Planning Integrated Campaigns) Marketing Resources Description: Marketing resource management (MRM) is the process of planning, scheduling, allocating, and governing budget, people, supplies, and technology to align marketing resources with strategic business objectives. Key Points: MRM ensures that marketing resources are used effectively and efficiently to achieve desired outcomes. (Session 3, Level 4 Award in Planning Integrated Campaigns) Key aspects of MRM include: o Budgeting and financial management o Human resource management o Inventory and supply chain management o Technology and software management (Session 3, Level 4 Award in Planning Integrated Campaigns) Marketing Campaign Planning Description: A marketing campaign plan outlines the strategy and tactics for achieving specific marketing goals. It provides a roadmap for executing a successful campaign. Key Points: A comprehensive marketing campaign plan should include: o A clear marketing goal o Insights into the target audience o A compelling story that forms the basis of the campaign content o A description of the content to be created and how it will be distributed (Session 3, Level 4 Award in Planning Integrated Campaigns) Successful marketing campaigns share five key characteristics: 1. Clear and measurable conversion goals 2. Good and validated insights into the target group of the campaign 3. A good story that attracts and convinces the target group 4. Interesting content that’s well distributed towards the target group 5. A process for experimentation and improvement of marketing campaigns (Session 3, Level 4 Award in Planning Integrated Campaigns) Email Marketing Description: Email marketing is a powerful and cost-effective way to reach and engage with a target audience. It allows businesses to build relationships with customers, promote products and services, and drive sales. Key Points: Benefits of Email Marketing: o Low Cost: Email marketing is cheaper compared to mainstream marketing channels. (Session 3, Level 4 Award in Planning Integrated Campaigns) o Global Reach: Email marketing allows businesses to instantly send messages to thousands of people across the world. (Session 3, Level 4 Award in Planning Integrated Campaigns) o Easy to Create: Email marketing doesn't require a large team to be successful. (Session 3, Level 4 Award in Planning Integrated Campaigns) o Easy to Track: Email marketing provides valuable insights into campaign performance, allowing businesses to identify areas for improvement. (Session 3, Level 4 Award in Planning Integrated Campaigns) o Segmentation: Email marketing allows businesses to segment their audience based on specific criteria, ensuring that messages are targeted to the right people. (Session 3, Level 4 Award in Planning Integrated Campaigns)  o Targeting: Email marketing allows businesses to target only those who have opted in to receive their messages, leading to higher conversion rates. (Session 3, Level 4 Award in Planning Integrated Campaigns) o Calls to Action: Email marketing is effective for driving immediate action, such as making a purchase or signing up for a service. (Session 3, Level 4 Award in Planning Integrated Campaigns) o Easy to Test: Email marketing allows businesses to test different versions of emails to determine which ones are most effective. (Session 3, Level 4 Award in Planning Integrated Campaigns) o ROI: Email marketing offers a high return on investment, with studies showing an average return of $44.25 for every $1 spent. (Session 3, Level 4 Award in Planning Integrated Campaigns) Email Marketing Strategy: o Set Goals: Define clear and measurable objectives for your email marketing campaigns. (Session 3, Level 4 Award in Planning Integrated Campaigns) o Build Audience: Grow your email list by offering valuable content and incentives to subscribe. (Session 3, Level 4 Award in Planning Integrated Campaigns) o Develop Channels: Choose the most effective email marketing platforms and tools for your needs. (Session 3, Level 4 Award in Planning Integrated Campaigns) o Create Content: Develop engaging and relevant content that resonates with your target audience. (Session 3, Level 4 Award in Planning Integrated Campaigns) o Analyze Results: Track your email marketing performance and make adjustments based on the data. (Session 3, Level 4 Award in Planning Integrated Campaigns) Anatomy of an Email: o Fields: (to, from, subject) o Body Copy: The main content of the email. o Landing Page: The destination URL for links within the email. (Session 3, Level 4 Award in Planning Integrated Campaigns) Email Marketing Best Practices: o Set a Single Objective: Focus on one clear message presented in a strong, clear, and direct manner. (Session 3, Level 4 Award in Planning Integrated Campaigns) o Write to Target: Develop a thorough understanding of the needs and sensibilities of your target market before writing. (Session 3, Level 4 Award in Planning Integrated Campaigns) o Get to the Point: Avoid sluggish fulfillment, as it leads to dissatisfied customers. (Session 3, Level 4 Award in Planning Integrated Campaigns) o Build the Relationship: Email marketing is not a hit-and-run medium. It works best when you build sustainable relationships. (Session 3, Level 4 Award in Planning Integrated Campaigns) Email Structure: o Subject Line: The first impression of your email.  o Heading: A clear and concise title for your email. o Body: The main content of your email. o Closure: A call to action or a closing statement. (Session 3, Level 4 Award in Planning Integrated Campaigns) Lego's Kronkiwongi Campaign Description: Lego and Facebook launched a global campaign encouraging parents and children to unleash their imaginations through the #Kronkiwongi challenge. Key Points: The campaign aimed to promote creativity and family bonding through imaginative play with Lego. (Session 3, Level 4 Award in Planning Integrated Campaigns) The Kronkiwongi Journey: o Imagination Unleashed: Kids expressed their creativity by building unique Kronkiwongi creations. (Session 3, Level 4 Award in Planning Integrated Campaigns) o Community Engagement: Parents and kids shared their Kronkiwongi creations using #Kronkiwongi. (Session 3, Level 4 Award in Planning Integrated Campaigns) o Sustainable Content: The campaign focused on user-generated content to fuel Lego's media journey. (Session 3, Level 4 Award in Planning Integrated Campaigns) Impact of Kronkiwongi: o Global Reach: The #Kronkiwongi challenge sparked creativity worldwide. (Session 3, Level 4 Award in Planning Integrated Campaigns) o Family Bonding: Parent-child bonding through imaginative and creative play with Lego. (Session 3, Level 4 Award in Planning Integrated Campaigns) o Media Evolution: Lego transformed into a media powerhouse through engagement and creativity. (Session 3, Level 4 Award in Planning Integrated Campaigns) Marketing Campaign Project Description: This section outlines the steps involved in designing a comprehensive marketing campaign, including offline and online activities, budget, timelines, SMART goals, and metrics for monitoring performance. Key Points: Choose a Company: Select a company for which you will design a marketing campaign. (Session 3, Level 4 Award in Planning Integrated Campaigns)  Design a Full Marketing Campaign: Develop a comprehensive campaign plan that includes both offline and online activities. (Session 3, Level 4 Award in Planning Integrated Campaigns) Time Scheduling: Create a detailed timeline for the campaign, outlining key milestones and deadlines. (Session 3, Level 4 Award in Planning Integrated Campaigns) Budget: Determine a clear and realistic budget for the campaign, allocating funds to different activities. (Session 3, Level 4 Award in Planning Integrated Campaigns) Set SMART Goals and Outputs: Define specific, measurable, achievable, relevant, and time-bound goals for the campaign. (Session 3, Level 4 Award in Planning Integrated Campaigns) Indicate Framework: Choose a suitable marketing communication planning framework and explain why it is appropriate for the campaign. (Session 3, Level 4 Award in Planning Integrated Campaigns) Metrics for Monitoring: Identify key metrics that will be used to track the campaign's performance and measure its success. (Session 3, Level 4 Award in Planning Integrated Campaigns) Summary of Key Concepts Description: This section provides a concise overview of the key concepts covered in the notes. Key Points: Customer centricity is a business strategy that prioritizes the customer's needs and experiences. (Session 3, Level 4 Award in Planning Integrated Campaigns) Marketing communication planning frameworks provide a structured approach to developing and executing marketing campaigns. (Session 3, Level 4 Award in Planning Integrated Campaigns) Various marketing communication planning models offer different perspectives on how to effectively reach and engage with the target audience. (Session 3, Level 4 Award in Planning Integrated Campaigns) Project management is essential for ensuring the successful execution of digital marketing campaigns. (Session 3, Level 4 Award in Planning Integrated Campaigns) Marketing resource management (MRM) involves planning, scheduling, and allocating resources to achieve marketing objectives. (Session 3, Level 4 Award in Planning Integrated Campaigns) Email marketing is a powerful and cost-effective way to reach and engage with a target audience. (Session 3, Level 4 Award in Planning Integrated Campaigns) Lego's Kronkiwongi campaign is an example of a successful marketing campaign that leveraged user-generated content and social media to promote creativity and family bonding. (Session 3, Level 4 Award in Planning Integrated Campaigns) Table of Marketing Communication Planning Models  Model Description Application Guides promotional activities by moving Advertising, sales promotions, direct AIDA Model consumers through the decision-making marketing campaigns. process. Hierarchy of Outlines the steps a consumer takes Setting clear and measurable Effects from awareness to purchasing a objectives for advertising efforts and Model product. evaluating their effectiveness. Emphasizes setting clear and Ensuring that all marketing efforts, DAGMAR measurable objectives for advertising from online to offline, communicate Model efforts and evaluating their the same message and build a cohesive effectiveness. brand experience. Focuses on integrating various marketing communication tools to Product launches or entering a new IMC Model deliver a consistent brand message market. across all channels. Involves two distinct approaches to Increasing product awareness and Push and marketing: pushing the product towards availability or creating demand for the Pull Strategy customers or creating demand by product. directly appealing to consumers. Expands on the traditional 4 Ps to Creating comprehensive marketing 7 Ps Model include people, process, and physical strategies that cover all aspects of evidence. marketing communications. Guides the development of marketing SOSTAC plans by focusing on situation analysis, Developing comprehensive marketing Model objectives, strategy, tactics, action, and plans. control. Categorizes different media types to Balancing the use of different media PESO Model structure an integrated marketing types to ensure a well-rounded communication plan. communication plan.