Marcom Week 7 PDF

Marketing Management School of Business Marketing and Finance ITEGRATED MARCOM STRATEGIES Block 2 | Marcom Week 2.7 | Lecture 7  PLANNING Perio Lecture Exam questions d 2.1 I...

Marketing Management School of Business Marketing and Finance ITEGRATED MARCOM STRATEGIES Block 2 | Marcom Week 2.7 | Lecture 7  PLANNING Perio Lecture Exam questions d 2.1 Integrated Marcom Strategies 5 The buyer persona 2.2 Customer journey 3 Touch points Visual identity: Designing touchpoints 2.3 3 with the brand in mind The Customer Journey: 2.4 Awareness 3 Consideration The Customer Journey: Purchase 2.5 3 Retention Advocacy HALF-TERM BREAK - NO CLASSES HALF-TERM BREAK - NO CLASSES 2.6 Multichannel vs Omnichannel Marketing 3 2.7 Recap + Mock Exam 2.8 EXAM WEEK 2.9 ROUND-OFF WEEK 2.10 RESIT PERIOD 1 2 WEEK 1: Integrated Marcom Strategies 3 THE DIFFERENCE Marketing: Creates superior value​ for customers Marketing communications: Communicates the value to the customer using all promotion tools to engage customers 4  INTEGRATED WHAT IS IMC? MARKETING COMMUNICATION Carefully integrating and coordinating the company’s many communication channels to deliver one clear, consistent, and compelling message about the organisation and its products / services. 5  INTEGRATED WHAT WOULD BEYONCE MARKETING COMMUNICATION MARKETEERS DO? Considering the proliferation of marketing communication tools and opportunities marketers must: 1) identify which tools are the best fit for the audience and marketing objectives and 2) deliver a unified message and coordinated approach across these tools. This meand create a well-coordinated message to engage: The right people At the right time At the right place Doing the right things 6  IN ESSENCE… INTEGRATED MARKETING COMMUNICATION The key is to integrate all different media in a way that best engages customers, communicates the brand message, and 7 enhances the customer's brand experience. 8 Q1: you use a careful mix of promotional tools like advertising, personal selling, PR and sales promotions to create: A. Consistent, clear and compelling company and brand messages B. Value for the target audience C. An integrated marketing strategy D. Bind the customers for a longer period of time E. Integrated, achievable and measurable integrated marketing communication implementation 9 Q1: you use a careful mix of promotional tools like advertising, personal selling, PR and sales promotions to create: A. Consistent, clear and compelling company and brand messages B. Value for the target audience C. An integrated marketing strategy D. Bind the customers for a longer period of time E. Integrated, achievable and measurable integrated marketing communication implementation 10 Q2: Paola wants to reach a bigger consumer audience for her nail studio franchise. Therefore, she can best use what form of media? A. Digital marketing media B. Owned media C. Traditional media D. Paid media E. Earned media 11 Q2: Paola wants to reach a bigger consumer audience for her nail studio franchise. Therefore, she can best use what form of media? A. Digital marketing media B. Owned media C. Traditional media D. Paid media E. Earned media 12 WEEK 2: Persona, customer journey & touchpoints 13  THE BUYER PERSONA WHAT IS THAT? A buyer persona is a semi-fictional representation of an ideal customer based on a combination of market research, customer data, and insights about the target. 14  THE BUYER PERSONA 1 RESEARCH - HOW TO CREATE A Demographics & Psychographics COMPELLING PERSONA Behavior towards the product / brand Buying Behavior: Purchase habits, preferred channels, and decision-making criteria. Motivations and reasons behind their purchasing decisions. Goals and Challenges: What the persona aims to achieve and the obstacles they face. Pain Points: Specific problems or frustrations the persona seeks to solve. Communication Preferences: How and where they prefer to receive information. 15  THE CUSTOMER WHAT IS THAT? JOURNEY The buyer's journey covers the entire process from the moment someone becomes aware of a product to the point they purchase it (and even beyond). The customer's journey, on the other hand, is all about how your brand fits into that process. The touchpoints is where a brand interacts with their customers during their buying journey. 17  THE TOUCHPOINTS WHAT IS THAT? Touchpoints are any form of interaction between a company and its customers. A company usually makes touchpoints for engaging customers and giving them the best brand experience they can have. An effective touchpoint strategy can help a company stand out from its competitors and gain competitive advantage. 20 Q3: which one of the following can NEVER be a touchpoint? A. TikTok B. Reddit C. WhatsApp D. Valentines day E. Loyalty program app 21 Q3: which one of the following can NEVER be a touchpoint? A. TikTok B. Reddit C. WhatsApp D. Valentines day E. Loyalty program app 22 Q4: Ricky is conducting research how many people who have bought a product at Adidas will become repeat customers (people who buy more than once in their lifetime). The research he conducts is can be classified as? A. Demographicresearch B. Buying behavior research C. Brand attitude research D. Pain points research E. Goal driven research 23 Q4: Ricky is conducting research how many people who have bought a product at Adidas will become repeat customers (people who buy more than once in their lifetime). The research he conducts is can be classified as? A. Demographicresearch B. Buying behavior research C. Brand attitude research D. Pain points research E. Goal driven research 24 WEEK 3: Visual identity 25  VISUAL IDENTITY WHAT IS BRAND IDENTITY? It’s the outward expression of the brand, including its trademark, name, communications and visual appearance. 26  VISUAL IDENTITY FROM TOUCHPOINTS TO BRANDED TOUCHPOINTS Customers get to know the brand through the touchpoints along the customer journey (All) touchpoints should be designed consistently with the brand’s visual identity. Only when the customer base can clearly identify the brand, a company can introduce variations 27  BRANDING & IDENTITY SENSORY EXPERIENCES PROS Adds a unique element to branding. Strikes the emotions of customers. Can put customers “in the mood”. Can give companies a broader reach. CONS Can be expensive Customers may experience sensory overload. The effectiveness of sensory branding is highly dependent on a brand’s personality 29 Q5: what is NOT a pro for sensory experiences? A. Adds a unique element to branding B. Strikes the emotions of the customers C. Can put customers in the mood D. Results into higher brand loyalty E. Can give companies a broader reach 31 Q5: what is NOT a pro for sensory experiences? A. Adds a unique element to branding B. Strikes the emotions of the customers C. Can put customers in the mood D. Results into higher brand loyalty E. Can give companies a broader reach 32  Q6: Dory is creating a manual for Albert Heijn which explains exactly which tone of voice should be used per communication channel, the allowed colour schemes, fonts who should be used and if you are allowed to make changes to the logo. She is currently in which step of the brand identify step-by-step process? A. Design logo and visual elements B. Developing visual identity statements C. Create visual and sensory experiences D. Develop Brand language and voice E. Establish comprehensive brand guidelines 33  Q6: Dory is creating a manual for Albert Heijn which explains exactly which tone of voice should be used per communication channel, the allowed colour schemes, fonts who should be used and if you are allowed to make changes to the logo. She is currently in which step of the brand identify step-by-step process? A. Design logo and visual elements B. Developing visual identity statements C. Create visual and sensory experiences D. Develop Brand language and voice E. Establish comprehensive brand guidelines 34 WEEK 4: Awareness & consideration 35  5 STAGES OF AWARENESS UNAWARE PROBLEM SOLUTION PRODUCT MOST AWARE AWARE AWARE AWARE Clients don’t They know They know They’re aware They’re ready even realize something’s products /services of your product and to move they have a wrong but exist but haven’t likely comparing forward to the don’t yet encountered it with alternatives. next phases problem know what the brand or don’t They need of the CJ solutions exist know why it’s reassurance that better the company’s solution is the best The importance of 5 Signs your mattress How a good mattress 5 Green flags of a What to look for when sleep for productivity is wrecking your sleep can help you to sleep good mattress thinking of changing might help someone better your mattress realize their sleep is subpar 36 Good to know To an extent, the ‘scope’ of the awareness phase depends on the companies context and is what you make of it. Think about the differences between: 1. Creating awareness for a societal problem. 2. Creating awareness for a (groundbreaking) innovation. 3. Creating awareness for a new brand in an existing market. 4. Creating awareness for a new product (line) for an existing brand 5. Making sure your share of voice remains steady 6. And much more.. (rebranding, new proposition, seasonal deals, opening new stores etc.) 13-1-2025 Titel van de presentatie 37  THE MIDLANDS OF THE CONSIDERATION JOURNEY: CONSIDERATION The need or problem has been clearly defined. Customer extends their research to different angles and approaches to solve the problem or fulfil the need. During this stage customers are receptive to information that can help them make the best decision. They are focused on understanding the benefits of each option and the impact it will have. Customers shift from simply understanding what their issue is (the awareness stage) to exploring the different ways to resolve it and reach the purchase stage. 38  2. Creating awareness for a Quooker (groundbreaking) innovation. What is Kruidvat currently doing in the awareness phase? 13-1-2025 Titel van de presentatie 39 Q7: Quookers awareness creation can be best classified as: A. Awareness creation for a societal problem B. Create awareness for an (groundbreaking) innovation C. Create awareness for a new brand in an existing market D. Creating awareness for a new product (line) for an existing brand E. Creating awareness for a new proposition 40 Q7: Quookers awareness creation can be best classified as: A. Awareness creation for a societal problem B. Create awareness for an (groundbreaking) innovation C. Create awareness for a new brand in an existing market D. Creating awareness for a new product (line) for an existing brand E. Creating awareness for a new proposition 41 Q8: Shawn is developing new content for an audience of whom he knows they are already receptive in searching for and finding new information that can help them make the best decision. Which phase of the customer journey is he creating content for: A. See phase B. Awareness phase C. Consideration phase D. Action phase E. Loyalty phase 42 Q8: Shawn is developing new content for an audience of whom he knows they are already receptive in searching for and finding new information that can help them make the best decision. Which phase of the customer journey is he creating content for: A. See phase B. Awareness phase C. Consideration phase D. Action phase E. Loyalty phase 43 WEEK 5: Purchase, retention & advocacy 44  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. 45 SYNONYMS FOR PURCHASE PHASE DO ACTION DECISION CONVERSION ACQUISITION 46  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. 47  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. 48  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. 49  WORD OF MOUTH GOAT OF MARKETING 50 Q9: Anthony Miyazaki explains in his video why Word-of- Mouth works so well. He gives three main reasons why it is such an effective marketing channel. What is one of these reasons? A. People perceive other customers as trendsetters and want to follow accordingly. B. Due to all of the recent brand scandals (Volkswagen emission scandal for example), trust in companies is all time low and therefore ads are not longer trusted. C. People perceive other customers as more trustworthy than brands. D. It is easy to control and comes at low costs. E. It is at the end of the funnel so you don’t need to explain the customers problem anymore. 51 Q9: Anthony Miyazaki explains in his video why Word-of- Mouth works so well. He gives three main reasons why it is such an effective marketing channel. What is one of these reasons? A. People perceive other customers as trendsetters and want to follow accordingly. B. Due to all of the recent brand scandals (Volkswagen emission scandal for example), trust in companies is all time low and therefore ads are not longer trusted. C. People perceive other customers as more trustworthy than brands. D. It is easy to control and comes at low costs. E. It is at the end of the funnel so you don’t need to explain the customers problem anymore. 52 Q10: Ryan explains to his marketing manager that according to him, building long lasting relationships with customers in the retention phase is of high importance but can come with a massive challenge. What is this challenge? A. It is complex to explain the value of the brand if customers did not identify their buying need yet. B. You can no longer rely on cookies to store customer data. C. The large amounts different kinds of audiences you have in your retention phase requires mass marketing in order to address everybody’s specific needs and demands. D. You need to have customer data in order to be able to communicate with your audience directly which can impact the marketing options you have. E. Typically, the main focus should lie on the awareness and consideration phase because there are so many alternatives offered by competitors that you need to retain a steady share of voice. 53 Q10: Ryan explains to his marketing manager that according to him, building long lasting relationships with customers in the retention phase is of high importance but can come with a massive challenge. What is this challenge? A. It is complex to explain the value of the brand if customers did not identify their buying need yet. B. You can no longer rely on cookies to store customer data. C. The large amounts different kinds of audiences you have in your retention phase requires mass marketing in order to address everybody’s specific needs and demands. D. You need to have customer data in order to be able to communicate with your audience directly which can impact the marketing options you have. E. Typically, the main focus should lie on the awareness and consideration phase because there are so many alternatives offered by competitors that you need to retain a steady share of voice. 54 WEEK 6: Multichannel & omnichannel 55 56  MULTI CHANNEL TWO CHALLENGES MARKETING 1. Managing multiple channels efficiently 2. Attribution 13-1-2025 Titel van de presentatie 57  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 13-1-2025 Titel van de presentatie 58  MULTI CHANNEL ATTRIBUTION. WHY? MARKETING – ATTRIBUTION Justify investments​ Better understanding of the CJ​ Better allocation of budgets​ Increased performance​ Creates actionable insights​ 13-1-2025 Titel van de presentatie 59 Q11: What is NOT an advantage of multichannel marketing? A. Extending your audience B. Simplifying the customer journey C. Enhance success rate of retargeting campaigns D. Combined channels are more effective E. It is easier to manage 60 Q11: What is NOT an advantage of multichannel marketing? A. Extending your audience B. Simplifying the customer journey C. Enhance success rate of retargeting campaigns D. Combined channels are more effective E. It is easier to manage 61 Q12: Selma has a hard time convincing her boss that they should work more on providing their customers an omnichannel marketing approach. What could be a quote she could use to convince her boss to start working on their omnichannel approach? A. ‘Life, laugh, love’ B. ‘If I had asked people what they wanted, they would have said faster horses’ C. ‘People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe’ D. ‘You should take the approach that you’re wrong. Your goal is to be less wrong’ E. ‘Create content that teaches. You can’t give up. You need to be consistently awesome.’ 62 Q12: Selma has a hard time convincing her boss that they should work more on providing their customers an omnichannel marketing approach. What could be a quote she could use to convince her boss to start working on their omnichannel approach? A. ‘Life, laugh, love’ B. ‘If I had asked people what they wanted, they would have said faster horses’ C. ‘People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe’ D. ‘You should take the approach that you’re wrong. Your goal is to be less wrong’ E. ‘Create content that teaches. You can’t give up. You need to be consistently awesome.’ 63 Questions? 64