Marcom Week 6 Lecture Notes PDF

Marketing Management School of Business Marketing and Finance MARCOM Block 2 | Week 2.6 Lecture 6  PLANNING Practice in class (...

Marketing Management School of Business Marketing and Finance MARCOM Block 2 | Week 2.6 Lecture 6  PLANNING Practice in class (in groups): Period Lecture THE HANZE CASE STUDY Identify the IMC tools used at Hanze and discuss their 2.1 Integrated Marcom Strategies effectiveness The buyer persona 2.2 Customer journey Develop a buyer persona for a new student Touch points Visual identity: Designing touchpoints Identify all the Hanze touchpoints and explain how 2.3 with the brand in mind effective they are for the persona The Customer Journey: The Hanze Student Customer Journey: create 2.4 Awareness awareness and consideration strategies Consideration The Customer Journey: Purchase The Hanze Student Customer Journey: purchase, 2.5 Retention retention & advocacy strategies Advocacy HALF-TERM BREAK - NO CLASSES HALF-TERM BREAK - NO CLASSES 2.6 Multichannel vs Omnichannel Marketing How to make Hanze a seamless experience 2.7 Recap + Mock Exam 2.8 EXAM WEEK 2.9 ROUND-OFF WEEK 2.10 RESIT PERIOD 1 2 RECAP 3  THE PURCHASE PHASE PROBLEM SOLVING The prospect has chosen a strategy — an approach or a solution — to solve the problem. Now he or she will most likely make a list of providers/suppliers. After comparing the different options, the prospect will make a final purchasing decision. By this point, to provide the best service, you should have stepped into your customer’s shoes, understanding the source of the problem or pain point, and thinking about how your product or service will solve the problem or improve it. If your customer succeeds, you will. 4 SYNONYMS FOR PURCHASE PHASE DO ACTION DECISION CONVERSION ACQUISITION 5  AFTER THE PURCHASE: RETENTION RETENTION Once a customer has made a purchase, your focus should shift to building a long-term relationship. This can be achieved by providing excellent customer service, sending personalized follow-up emails, and offering loyalty programs. Recently, customers expect a tailored experience. Use the data you collect to personalize interactions, product recommendations, and marketing messages. 6  AFTER THE PURCHASE: RETENTION RETENTION Mind you though: there are a lot of companies out there with whom you do business with on a regular basis, but there is hardly any interaction with you and the company after the sale. In the end → creating value = happy customers = people coming back. 7  AFTER THE PURCHASE: ADVOCACY ADVOCACY This is the last stage of the customer journey and the hardest one to achieve: to turn your customer into an active advocate for your brand. They give you great reviews, refer their friends and family, and generate the most powerful kind of marketing there is: word-of- mouth. This is the most challenging stage, but also the most rewarding. To turn customers into advocates, you need to provide exceptional products and service, and make it easy for them to recommend your brand to others. 8  WORD OF MOUTH GOAT OF MARKETING 9 MULTICHANNEL VS. OMNICHANNEL MARKETING TODAY IN THEORY IN PRACTICE IN PRACTICE IN PRACTICE 16 MULTI CHANNEL MARKETING 17  MULTI CHANNEL ADVANTAGES MARKETING 1. Extent your audience 2. Simplify the customer journey 3. Take advantage of the benefits different channels offer 4. Enhance success rate of retargeting campaigns 5. Turn leads into conversions 6. Combined channels are more effective 20-12-2024 Titel van de presentatie 18 Combined channels are more MULTI CHANNEL MARKETING effective Nielsen Research found that campaigns with touchpoints across both television and Facebook experienced a 12 point lift in brand recall compared to campaigns that took place on a single channel. Radio adverts are proven to help consumers remember television advertisements. When these two channels are combined, brand recall for television advertisements has been shown to improve by 35 percent. 20-12-2024 Titel van de presentatie 19  MULTI CHANNEL TACTICS MARKETING 1. Have one consistent image over multiple channels 2. Create a shared marketing calendar 3. Determine the overlap/gaps between the channels and change your content strategy accordingly 4. Determine what content is needed to communicate most effectively with your audience and choose your channels accordingly 20-12-2024 Titel van de presentatie 20  MULTI CHANNEL TWO CHALLENGES MARKETING 1. Managing multiple channels efficiently 2. Attribution 20-12-2024 Titel van de presentatie 21 Managing multiple channels MULTI CHANNEL MARKETING – efficiently MARKETING Marketing automation: AUTOMATION Multichannel marketing automation uses software to orchestrate campaigns across email, social media, SMS, and web. Leveraging customer data and insights, businesses can deliver personalized, timely, and relevant messages to their target audience at scale. 20-12-2024 22  MULTI CHANNEL Marketing automation: MARKETING – MARKETING AUTOMATION 20-12-2024 Titel van de presentatie 23  MULTI CHANNEL ATTRIBUTION MARKETING – ATTRIBUTION The process of tracking and valuing marketing touch points that lead to a desired outcome.​ 20-12-2024 Titel van de presentatie 24  MULTI CHANNEL LAST CLICK ATTRIBUTION MARKETING – ATTRIBUTION 20-12-2024 Titel van de presentatie 25  MULTI CHANNEL WHO IS THE MOST MARKETING – ATTRIBUTION IMPORTANT PLAYER? 20-12-2024 Titel van de presentatie 26 ATTRIBUTION – MULTI CHANNEL MARKETING – ATTRIBUTION MULTIPLE MODELS 20-12-2024 Titel van de presentatie 27  MULTI CHANNEL ATTRIBUTION. WHY? MARKETING – ATTRIBUTION Justify investments​ Better understanding of the CJ​ Better allocation of budgets​ Increased performance​ Creates actionable insights​ 20-12-2024 Titel van de presentatie 28  CHALLENGES MULTI CHANNEL MARKETING – ATTRIBUTION Complex CJ Siloed data BLOGS ADVERTISING FORUM IN FILM / TV TWITTER APP SPONSORSHIP FACEBOOK TALK TO FRIEND CONTENT GOOGLE WEBSITE ATM BRANCH WEBSITE PROMOTION CALL CENTER 20-12-2024 Titel van de presentatie 29 30 Q: WHAT IS THE MAIN DIFFERENCE BETWEEN MULTI CHANNEL AND OMNI CHANNEL THEN? 31  OMNICHANNEL OMNICHANNEL MARKETING MARKETING 32  OMNICHANNEL OMNICHANNEL MARKETING MARKETING To an extent the overarching element we look for in IPA 2 and where you can relate everything said so far in Marcom with. Every little step in your story should/could contribute to this omnichannel marketing approach. Something you should strive for, but won’t succeed in for the same reasons as why multichannel marketing is already so challenging 20-12-2024 Titel van de presentatie 33