Level 4 Award in Planning Integrated Campaigns PDF

Level 4 Award in Planning Integrated Campaigns Session no. 1 Dr. Nahid Fawi Freelance Marketing consultant Associate professor- University of Khartoum ...

Level 4 Award in Planning Integrated Campaigns Session no. 1 Dr. Nahid Fawi Freelance Marketing consultant Associate professor- University of Khartoum  Unit 1 1. Understand how the organization interacts with customers. 1.1 Assess the scope of 1.2 Assess innovation in digital marketing communications marketing techniques. campaigns.  According to the Future of CX report, 80% of consumers are likely to buy from brands that indulge in personalized interactions. Modern customers can engage using any channel they prefer, and they expect customer interactions that are personalized based on their past interactions and preferences What is customer interaction? A customer interaction refers to any communication between a customer and a company. Every interaction with a customer is a chance to connect with them, delight them, and increase their retention and advocacy. The importance of customer interactions for customers Customer interaction is a cornerstone of building a successful relationship a business and its customers. Whether it’s announcing new products, explaining new services, or asking for feedback, every interaction is a chance to demonstrate value and remind customers why they should buy from you. Customers have specific expectations when interacting with companies and support teams in particular. When a customer contacts a business, they’re looking for: Reliability: Customers want to know if your business is dependable. Delivering good customer service, ensuring constant follow-up, and acting on customer feedback can help you gain their trust and maintain customer loyalty. Assurance: Your customers must be assured that they’ve made the right choice by doing business with your company. Real-time assistance along the customer journey can help you meet their expectations and validate their decision. Empathy: Your customers want to be understood. They want to feel like the support teams can see from their point of view. Personalized customer interactions across different touchpoints can help your customers feel heard. Responsiveness: Your customers don’t want to wait. They are looking for a quick and effective resolution to their problems. The availability of self-service options, chatbots, and timely responses helps you reduce churn and build a pool of happy customers.  How do good customer interactions improve your business? Prevent negative word-of-mouth When customers have poor experiences, they share their experiences with their friends and family. They may even share about it on social media and other digital channels. Customer interaction management allows businesses to keep tabs on customer communication. You get a chance to follow up with unhappy customers and deliver better customer experiences, preventing bad press. Boost customer loyalty Customer retention is more cost-effective than customer acquisition. Your customers have countless options of where to spend their money. The quality of customer interactions can help you set your business apart from competitors. Even with similar products/ services, it’s possible to differentiate your business by offering seamless, personalized experiences. Increase referrals If you continue to have positive customer interactions, you encourage customer loyalty. Your loyal customer base is likely to recommend your business to others. Referrals have been proven to be a very efficient way to acquire new customers. When the quality of your service interactions meets customer expectations, your customers become your advocates and help you grow your business.  Understand customer needs Customer interactions help you learn about your customers and what they expect from your business. Companies often pay for market research, but it’s available for free when interacting with your customers. When you have a customer interaction management (CIM) strategy, you can monitor and analyze customer feedback, understand customer pain points, and encourage contextual customer engagement. Win customers back It can be difficult to win your customers back when they are no longer interested in doing business with you. Follow up and analyze your customer feedback to understand the reasons of their disconnect. Creating empathetic customer communications makes your customers feel acknowledged and heard, and you may win back their trust to give you another chance. Improve your operations Customer interactions are a great way to grow your business. When you manage customer interactions across communication channels like phone calls, email, social media, messaging apps, or SMS, you are able to learn about emerging trends, evolving customer needs and lags in your support processes. This helps you take the necessary steps for optimizing your support operations. Elevate employee motivation When a support team is dedicated to engaging in positive customer interactions, your agents feel more motivated than the team which deals with complaints all day/ doesn’t feel like they’re adding value to your business. Creating a customer interaction management strategy helps automate the process of managing customer interactions, leading to happy employees and happier customers. What is Integrated Communications in Marketing? What's a marketing campaign? Marketing campaigns are organized, strategy efforts to promote a specific company goal. That can include raising awareness of a new product or capturing customer feedback. They typically involve a combination of media, including email, print advertising, television or radio advertising, pay-per- click, and social media. Marketing Campaigns vs. Advertising Campaigns Marketing is how a company raises awareness of its brand and convinces customers to make a purchase. Alternatively, advertising is the process of creating persuasive messages around these broad goals. In terms of campaigns, an advertising campaign might be one facet of a larger marketing campaign strategy. Let’s say Nike launched a campaign surrounding the release of a new product. Its advertising would only reflect one facet of its marketing strategy. The brand might also leverage email newsletters, social media, and paid search to meet its goal. Types of Marketing Campaigns Product Marketing Campaign Brand Development Campaign Email Marketing Campaign Content Marketing Campaign User-Generated Content Campaign Public Relations/Awareness Campaign Direct Mail Campaign Affiliate Marketing Campaign Social Media Campaign Acquisition Marketing Campaign Paid Marketing/Advertising Campaign Revenue generation models in marketing definition A revenue model is a blueprint for how a company produces income from its services or products. Simply put, it outlines the methods through which a business makes money. There are several components within a revenue model, including how you price your products and which sales channels you choose. What is Customer Acquisition? Customer acquisition refers to the process of gaining new customers or clients for a business. It involves various marketing and sales strategies aimed at attracting customers or companies who haven’t previously purchased from a specific brand or used its services. The goal is to convert these prospects into paying customers. This process encompasses a range of activities, from identifying potential customers to engaging them through marketing campaigns, sales efforts, and other initiatives. It often involves understanding customer needs, creating targeted messages or offers, and guiding individuals through the sales funnel. Ultimately, it leads them to make a purchase or commit to a service. Customer acquisition is a vital aspect of business growth. The purpose of customer acquisition is to expand the customer base that can drive revenue, increase market share, and establish a more robust brand presence in the marketplace.  Why is Customer Acquisition Important? It represents a potential source of income through their initial purchase and repeat purchases over time. It allows businesses to expand their market reach and tap into new demographics or geographic regions. In competitive markets, customer acquisition is essential for gaining market share and outperforming competitors. This ensures a steady influx of revenue and offsets customer churn or attrition, which naturally occurs over time. It provides valuable insights into customer preferences, behaviors, and market trends. Businesses can innovate their products, services, and marketing strategies to better meet customer demands and stay relevant in a dynamic marketplace. This stimulates economic activity by creating demand for goods and services, which, in turn, drives production, investment, and job creation. This is an opportunity to build brand awareness and reputation. Delivering a positive experience to new customers can lead to word-of-mouth referrals and positive reviews. Website and app development Website and app development refers to the process of creating and designing websites or mobile applications that people can interact with via browsers or mobile devices. Both involve multiple stages, including planning, design, coding, testing, and maintenance, but they serve slightly different purposes. Web development involves the creation of a business website optimized for both mobile and computer devices. App development involves the development of mobile applications. What is website marketing? Websites and apps play a critical role in modern marketing campaigns 1. Increased Visibility and Reach 2. Enhanced User Experience Both websites and apps extend a A well-designed website or app can brand’s visibility by providing a digital elevate the user experience, making presence that is accessible 24/7. This navigation, shopping, or engagement enables businesses to: with content seamless. Reach a global audience: Websites Speed and convenience: Apps offer and apps allow businesses to market quicker access to content and products and services beyond local personalized experiences, while boundaries. websites provide comprehensive Target specific audiences: Through information at the user’s convenience. SEO (for websites) and ASO (App Store Customizable interfaces: Apps and Optimization), brands can attract and websites can be personalized based convert users interested in their on user behavior, creating a more products or service appealing and relevant experience.  3. Brand Credibility and Trust 4. E-commerce and Lead Generation A professionally designed website or Websites and apps are powerful tools app instills trust in customers. Having for converting visitors into paying a dedicated platform where customers, making them central to customers can learn more about your marketing and sales funnels. business, view product offerings, or E-commerce integration: Websites make purchases enhances brand can offer full online stores, while apps credibility. Key elements include: often provide a streamlined shopping Professional design: High-quality experience with fewer barriers. websites/apps provide a seamless Lead generation: Forms, subscription experience that reflects positively on models, and promotions can capture the brand. user information for follow-up Customer reviews and testimonials: marketing efforts, increasing potential These can be prominently displayed to sales increase trustworthiness.  3. Data Collection and Analytics 4. Customer Engagement and Websites and apps provide valuable Interaction insights into customer behavior, allowing businesses to fine-tune their marketing Apps and websites serve as direct strategies. communication channels with customers, improving engagement and User analytics: Track user demographics, fostering brand loyalty. behavior patterns, session duration, and conversion rates, which help marketers Interactive content: Features like blogs, tailor their campaigns. videos, and product demos engage users and keep them on your platform longer. A/B testing: Marketers can test different content, design elements, or promotions Live chat and support: Websites and to see what resonates best with users. apps can include live chat, messaging, and customer support, allowing instant Personalization: Apps and websites can interaction with customers. collect user preferences and customize their experience, leading to better Push notifications (apps): Apps can send engagement. timely notifications about promotions, updates, or offers, directly engaging users on their mobile devices. 1. Political Government Policies on Digitalization Cybersecurity Laws Tech Industry Support Global Trade Agreements 2. Economic Digital Economy Growth Cost of Technology Access to Capital for Tech Startups Automation Impact 3. Social Digital Consumer Behavior Tech-Savvy Generations Digital Divide Work-from-Home Culture 4. Technological Emerging Technologies Digital Infrastructure Automation and AI Software Development 5. Legal Data Privacy Regulations Intellectual Property E-commerce Laws Cybercrime Legislation 6. Environmental Digital Sustainability E-Waste Management Digital Solutions for Climate Change Carbon Footprint of Data Data protection and security concerns (data protection and e-privacy Directive) e-privacy Directive The ePrivacy Directive (also known as the "Directive on Privacy and Electronic Communications" or Directive 2002/58/EC) is a European Union (EU) law that specifically addresses privacy issues related to electronic communications. It complements the General Data Protection Regulation (GDPR) and focuses on protecting the confidentiality of communications and the privacy of internet users. Key Aspects of the ePrivacy Directive 1. Cookies and Tracking 2. Confidentiality of Technologies: Communications: Websites must obtain user The directive protects the consent before storing or privacy of online accessing information on a communications, including user's device, typically through emails, phone calls, and the use of cookies. messaging services. Users should be informed about It ensures that communication the purpose of the cookies and service providers maintain the given the option to accept or confidentiality of transmitted reject them. data.  3. Unsolicited Marketing 4. Location Data: Communications: If businesses want to use The directive sets rules on location data generated by unsolicited electronic marketing, communication services (e.g., such as email and SMS GPS or mobile network data), marketing. they need to obtain explicit Businesses must have user consent from users. consent (opt-in) before sending marketing communications.  5. Spam Prevention: The directive imposes restrictions on spam, requiring prior consent from individuals before sending unsolicited marketing communications (spam emails or texts). Upcoming Changes: The ePrivacy Directive is expected to be replaced by the ePrivacy Regulation (still under negotiation as of 2024). The new regulation will aim to harmonize privacy rules across the EU and will provide more stringent protections for users' digital privacy. The ePrivacy Directive, in its current form, works alongside the GDPR to safeguard privacy in the online and electronic communications environment. Innovation in digital marketing techniques.  What are Digital Marketing Innovations Digital innovation is the application and adoption of digital technologies in a strategic manner to improve business operations, create novel products or services, enhance customer interactions, and meet evolving market demands. In simple words, digital marketing innovation is the creative ideas generated by digital marketers to reach their target audience on various channels. With creative ideas and new technologies, you will be able to increase sales and generate more leads What is marketing automation? Marketing automation is defined as the process of using software to automate marketing campaigns and activities throughout the entire buyer’s journey — from initial customer interactions through to post-sales support.  IKEA: IKEA’s innovative approach to digital transformation is showcased through its AR-powered application, IKEA Place. The app, developed using Apple’s ARKit framework, allows customers to virtually place life-sized 3D models of IKEA’s furniture in their homes. The app uses the device’s camera and taps into complex algorithms for depth perception and light estimation, making the virtual furniture appear as realistic as possible within the space. This use of AR technology enhances the customer experience by enabling them to visualize products in their environment before buying and helps reduce return rates, driving operational efficiency.  LEGO: LEGO’s digital transformation strategy bridges the gap between physical and digital play, creating a well-rounded consumer experience. One significant step was introducing the LEGO Tower mobile game, developed in collaboration with NimbleBit. The game leverages the Unity engine for rendering 3D graphics and Firebase for back- end services like authentication, database, and analytics.  Starbucks: Starbucks’ digital transformation journey is a testament to how data-driven decision-making can revolutionize a business. A key part of this strategy is their mobile order & pay app, developed using Node.js for the backend and React Native for cross-platform mobile development. This system has not only expedited the ordering process but also generated a wealth of data about customer preferences. Furthermore, they have a sophisticated loyalty program powered by AI and machine learning algorithms, which analyze customers’ purchasing habits and personalize marketing campaigns accordingly. This personalization has significantly increased customer engagement and loyalty.