Marketing Communications: An Introduction PDF

Marketing Communications: An introduction By Assoc. Prof. M. A. Camilleri, Ph.D. (Edin.) Department of Corporate Communication, University of Malta, Malta. December 2024 RECAP: The 4Ps “The marketing mix...

Marketing Communications: An introduction By Assoc. Prof. M. A. Camilleri, Ph.D. (Edin.) Department of Corporate Communication, University of Malta, Malta. December 2024 RECAP: The 4Ps “The marketing mix represents key elements that businesses can control to influence customer demand and achieve the marketing goals of customer satisfaction and loyalty, among others”. (McCarthy, 1960) M.A. Camilleri, Ph.D. Service quality Service quality dimensions refer to specific factors that may be used to evaluate the quality of services provided by businesses. E.g. Tangibles: Physical aspects such as facilities, equipment, staff appearance, and communication materials. Reliability: The ability to meet and exceed the customers’ expectations (dependably and accurately). Responsiveness: Willingness to help customers and provide prompt service. Assurance: The ability to inspire trust and confidence. Empathy: Showing genuine concern toward customers. It is manifested thr’ personalised attention and care. (Parasuraman, Zeithaml & Berry, 1988) The 4Ps and integrated marketing communications (IMC) elements Learning outcomes M.A. Camilleri, Ph.D. After this presentation you will be able to: Understand the meaning of integrated marketing communications. Recognise essential marketing communication channels (or promotional tools). M.A. Camilleri, Ph.D. Appreciate the importance of having a marketing communications plan that identifies the strategic intent, explains its execution and evaluates the impact of a combination of promotional tools. A definition for integrated marketing communications M.A. Camilleri, Ph.D. Integrated Marketing Communications (IMC) involve the complementary use of different marketing communication tools (i.e. the promotional mix elements) to reach target audiences. The communicated message ought to be clear and consistent across different media channels. M.A. Camilleri, Ph.D.  M.A. Camilleri, Ph.D. M.A. Camilleri, Ph.D. 1) Mission M.A. Camilleri, Ph.D. M.A. Camilleri, Ph.D. 2) Market M.A. Camilleri, Ph.D. Market (2) Segment consumers and target them according to: M.A. Camilleri, Ph.D. M.A. Camilleri, Ph.D.  Lidl uses its app to segment customers based on this info: How many people live in your household? When was your eldest child born? Do you have any pets? M.A. Camilleri, Ph.D. Does your household own a vehicle? Indicate what type of vehicle. Are you responsible for shopping? How often is the grocery shopping done for your household? Lidl would also like to know whether: Do you buy groceries online? Select the most important factors for you when purchasing items: E.g. shopping experience, quality of products, affordability, freshness, etc. Select three relevant topics when choosing M.A. Camilleri, items: Ph.D. E.g. easy to prepare, natural ingredients, high in protein, low in sugar, seasonal products, etc. Are you interested in receiving offers related to these grocery items: vegan, organic, vegetarian, lactose free, gluten free, etc. Which grocery types would you most likely not want to receive offers? E.g. Meat and poultry, alcoholic products, fish products, etc. Which of the following lifestyle categories are you interested in? E.g. Outdoor and leisure, multimedia/office, travel, home textiles, kitchen and household, fashion, automotive, toys, gardening, etc. 3) Message The message comprises a set of verbal, vocal and visual content that should be adapted to the media channel that will be used to engage with the target audience (in terms of its design, layout, sounds like music, voices, etc). M.A. Camilleri, Ph.D.  Message content Marketing communications content ought to be clear, structured, factual and unambiguous - to inform, educate, persuade, inspire and entertain. It could: M.A. Camilleri, Ph.D. Leverage emotions (e.g. thr’ humour). Feature aesthetically-pleasing images, colours and sounds. Use relatable characters, narratives and stories. Create a sense of urgency. Message source Individuals hold perceptions about: Marketing Communications, in terms of their; Information quality; The credibility and trustworthiness of their content; Source expertise, etc. Source: Camilleri, M. A. (2022). Walking the talk about corporate social responsibility communication: An elaboration likelihood model perspective. Business Ethics, the Environment & Responsibility, 31(3),649-661.  M.A. Camilleri, Ph.D. Camilleri, M.A. (2024). Factors affecting performance expectancy and intentions to use ChatGPT: Using SmartPLS to advance an information technology acceptance framework, Technological Forecasting and Social Change, https://doi.org/10.1016/j.techfore.2024.123247 4) Media (and promotional mix elements) M.A. Camilleri, Ph.D. © M.A. Camilleri Different media and marketing communications channels: definitions, strengths and weaknesses Medium Definition Strengths Weaknesses Advertising Advertising is a paid form of communication used It offers significant control It is non-personal. It is by businesses, organisations or individuals to over the content of the expensive to produce and promote products, services, ideas or causes to a communicated message, distribute. Advertising can be target audience. when and where it appears, missed or ignored due to and who is likely to view cluttered content. It is the message. perceived as less credible than M.A. Camilleri, Ph.D. other media. Sales Sales promotions are short-term marketing They are effective in driving They may lead to challenges Promotions activities or incentives designed to encourage short-term sales, attracting like profit margin erosion, consumers to make a purchase or to engage in new customers, and for customer dependency on other actions (e.g. visit a website, share personal building brand loyalty. discounts, and the risk of information/subscribe to a website, take part in a diluting the brand’s value. competition, etc.). These can include discounts, coupons, contests, giveaways, loyalty programmes, or special offers. Different media and marketing communications channels: definitions, strengths and weaknesses (2) Medium Definition Strengths Weaknesses Personal It is a direct, face-to-face communication It improves relationships with Its high cost, limited reach, selling process where a salesperson interacts with customers though customised dependence on individual potential customers to persuade them to solutions to increase sales salesperson performance, and purchase a product or service. It involves conversions. It is especially its time-consuming nature are building relationships, understanding valuable for complex or high- possible weaknesses of this customer needs, and providing tailored value products that require marketing communications solutions to meet those needs. personalised attention. approach. Public It involves managing and influencing the It can build credibility, manage It could prove to be difficult to relations (PR) communication between an organisation and crises, strengthen control the message, to its various stakeholders, including the public, relationships, and generate measure its impact and to media, employees, investors, and customers. long-term, positive outcomes manage negative media The goal of PR is to build and maintain a for a brand, at a relatively low coverage. It is a time- positive image, foster goodwill and establish cost. PR can enhance a brand’s consuming activity. PR is strong relationships with interested parties. image, increase visibility, and dependent on external media M.A. Camilleri, Ph.D. create lasting connections with channels. audiences. Different media and marketing communications channels: definitions, strengths and weaknesses (3) Medium Definition Strengths Weaknesses Publicity It refers to the public visibility or awareness of a It can reach a wide audience It may prove hard to person, organisation, product, or event, and generate lasting visibility control what, when, where typically achieved through media coverage or without direct financial costs. It and how messages are other external communications. Unlike is highly credible and can play a publicised (such advertising, publicity is earned rather than paid key role in enhancing a brand’s communications are for. It involves third-party endorsement. reputation. unpredictable). Media coverage relies on editorial M.A. Camilleri, Ph.D. discretion. Direct It refers to targeted messages or offers that are It enables marketers to target It can be perceived as marketing directed at specific individuals, with the aim of specific audiences, personalise intrusive and could raise eliciting a direct response, such as a purchase, messages, deliver measurable privacy concerns (that may inquiry, or subscription. results and drive immediate result in legal issues). It action. It is a cost-effective way relies on the provision of to foster long-term customer recurrent, accurate relationships. consumer data. © M.A. Camilleri Different media and marketing communications channels: definitions, strengths and weaknesses (3) Medium Definition Strengths Weaknesses Online and interactive They are digital platforms or They are a cost-effective way They are associated with channels technologies that facilitate to reach and engage with several challenges like communication through the prospective consumers from information overload, internet. They include both around the globe. Online misinformation, fake news, one-way and two-way communications could be privacy concerns, lack of (interactive) forms of personalised and may happen personal touch, technical communication. in real-time. Their issues, and over-reliance on effectiveness can be automation. M.A. Camilleri, Ph.D. measurable through digital marketing metrics (in Additionally, they may lead to quantitative terms). reduced emotional connections with other individuals, diminished attention span issues and over-dependence/addictive behaviours. M.A. Camilleri, Ph.D. M.A. Camilleri, Ph.D. 5) Money Allocate financial resources to promote your products or services through: Traditional Channels (e.g. Broadcast Ads, Print Ads, Outdoor Ads, Sales Promotions); Digital Channels (e.g. eNewsletters, GoogleAds); Emerging Channels like Social Commerce, Voice Search and Smart Speakers, Augmented Reality and Virtual Reality, Chatbots, and Neuromarketing (e.g. AI can monitor cognitive and emotional responses to marketing stimuli), among others. M.A. Camilleri, Ph.D.  Money (2) Some channels (e.g. broadcast media) are more expensive than M.A. Camilleri, Ph.D. others. Pay-Per-Click Ads including (1) Search Marketing, (2) YouTube Video Ads and (3) Display Ads (via GoogleAds) are very effective. M.A. Camilleri, Ph.D. 6) Measure Evaluate the effectiveness of your marketing activities, in terms of your M.A. Camilleri, Ph.D. return on investment (ROI); Take actions to control and adjust your integrated marketing communications plan. Measuring the effectiveness of different marketing channels Measure sales before, during and after the campaign; © M.A. Camilleri Conduct surveys and interviews; USE unique phone numbers/Website URLS featured in different campaigns to track the ones that generate the most calls/clicks; USE promo codes (to track consumers who use them); The USE of QR codes allow direct transition from paper to digital, where more precise tracking can occur. © M.A. Camilleri Measuring the effectiveness of different marketing channels (2) © M.A. Camilleri Tools like Google Analytics, Adobe Analytics and others are essential for tracking website traffic, user behaviours and conversion paths. Make sure you are INCREASING click through rates (CTR), return on ad spend (ROAS), conversion rates or customer lifetime value (CLV) AND REDUCING cost per acquisition (CPA), cost per click (CPC), cost per thousand (CPM) and bounce rates. © M.A. Camilleri Analytics of a website © M.A. Camilleri  Quiz 1) Integrated marketing communications is about: a. The marketing mix b. Interactive marketing c. Public relations d. A strategic blend of different promotional channels e. Consumer experiences © M.A. Camilleri 1) Integrated marketing communications is about: a. The marketing mix b. Interactive marketing c. Public relations d. A strategic blend of different promotional channels e. Consumer experiences © M.A. Camilleri 2) ________________ is any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor. a) Publicity b) Public relations c) Advertising d) Personal selling © M.A. Camilleri 2) ________________ is any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor. a) Publicity b) Public relations d) Advertising e) Personal selling © M.A. Camilleri  3) __________ involves the utilisation of different promotional mix elements to reach customers through different ways. a) Relationship marketing information b) Integrated advertising communication c) Inter-related advertising information d) Integrated marketing communications e) CSR Communications © M.A. Camilleri 3) __________ involves the utilisation of different promotional mix elements to reach a customers through different ways. a) Relationship marketing information b) Integrated advertising communication c) Inter-related advertising information d) Integrated marketing communications e) CSR Communications © M.A. Camilleri 4) Word-of-mouth marketing is related to: a) Advertising b) Sales promotions c) Direct marketing d) Personal selling e) Publicity © M.A. Camilleri 4) Word-of-mouth marketing is related to: a) Advertising b) Sales promotions c) Direct marketing d) Personal selling e) Publicity © M.A. Camilleri  5) Which of the following is the primary goal of public relations within the marketing communications mix? a) To create direct sales through advertisements b) To build and maintain a positive brand image c) To increase website traffic through paid search ads d) To offer discounts to increase immediate sales 5) Which of the following is the primary goal of public relations within the marketing communications mix? a) To create direct sales through advertisements b) To build and maintain a positive brand image among stakeholders c) To increase website traffic through paid search ads d) To offer discounts to increase immediate sales  Suggested Reading “Digital communications are increasingly central to the process of building trust, reputation and support. It’s as true for companies selling products as it is for politicians canvasing for votes. This book provides a framework for understanding and using online media and will be required reading for serious students of communication”. Dr Charles J. Fombrun, Former Professor at New York University, NYU-Stern School, Founder & Chairman Emeritus, Reputation Institute/The RepTrak Company. “This book has addressed a current and relevant topic relating to an important aspect of digital transformation. Various chapters of this book provide valuable insights about a variety of issues relating to “Strategic Corporate Communication in the Digital Age.” The book will be a useful resource for both academics and practitioners engaged in marketing- and communications-related activities. I am delighted to endorse this valuable resource”. Dr Yogesh K. Dwivedi, Professor at the School of Management at Swansea University, UK, and Editor-in-Chief of the International Journal of Information Management. “This title covers a range of relevant issues and trends related to strategic corporate communication in an increasingly digital era. For example, not only does it address communication from a social media, balanced scorecard, and stakeholder engagement perspective, but it also integrates relevant contemporary insights related to SMEs and COVID-19. This is a must-read for any corporate communications professional or researcher”. Dr Linda Hollebeek, Associate Professor at Montpellier Business School, France, and Tallinn University of Technology, Estonia.  Thanks for your attention. Please let me know if you have any questions!!! [email protected]