Level 4 Award in Planning Integrated Campaigns Session 3 PDF

Level 4 Award in Planning Integrated Campaigns Session no. 3 Dr. Nahid Fawi Freelance Marketing consultant Associate professor- University of Khartoum ...

Level 4 Award in Planning Integrated Campaigns Session no. 3 Dr. Nahid Fawi Freelance Marketing consultant Associate professor- University of Khartoum  Today, companies in every Customer centricity sets the industry face a battle for customer at the heart of customer loyalty. This is no everything a business does. longer just about price, It’s about shaping the entire promotions and quality; company culture around experience also plays an understanding and meeting important role. This is why the customer’s needs, organizations have preferences, and implemented an approach experiences. called customer centricity.  A customer-centric way of doing business is focused on providing a positive customer experience before and after the sale. Why should companies have this focus? In order to drive repeat business, enhance customer loyalty and improve business growth. However, a customer-centric company requires more than offering good customer service. Both Amazon and Zappos are prime examples of brands that are customer- centric and have spent years creating a culture around the customer and their needs. Their commitment in delivering customer value is genuine. In fact, Zappos is happy to fire employees if they do not fit within their customer-centric culture. But, how important is being customer-centric? Econsultancy asked what the most important characteristic was in order to establish a truly "digital-native" culture. The answer to that question and leading the responses with 58% was to be customer-centric.  What is customer-centricity? Customer-centricity is a business strategy that’s based on putting your customer first and at the core of your business in order to provide a positive experience and build long-term relationships. The business world is recognizing the value of customer experience as a key differentiator, with a Deloitte study indicating that 88% of companies now view customer experience as their biggest competitive lever. This marks a significant shift towards prioritizing customer-centric initiatives across industries. Here's the thing: Executing a successful customer- centric strategy doesn't happen overnight. What is a Marketing Communication Planning Framework? An analysis of the current situation. Key objectives and SMART goals. The intended target audience. Key messages. Communication strategy. Communications channels. Budget. Timeline.  A marketing communications plan is a tool businesses use to map out and track their marketing goals, strategies, and tactics. By creating a detailed plan, businesses can more effectively allocate their resources and measure their progress. Marketing communication planning models Marketing communication planning models are frameworks used to guide the development, execution, and evaluation of marketing communication strategies. These models help marketers systematically approach how they deliver messages to their target audience, ensuring consistency and effectiveness.  1. The AIDA Model (Attention, Interest, Desire, Action) Attention: Grab the audience's attention with engaging content or a compelling message. Interest: Keep their interest by showing how your product or service can meet their needs. Desire: Generate a desire for the product by emphasizing its benefits and value. Action: Lead the audience to take action, whether it's making a purchase or signing up. Application: Best suited for guiding promotional activities, like advertising, sales promotions, and direct marketing campaigns.  2. The 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 Application: Primarily used in advertising, this model helps marketers structure their messaging to move consumers through the decision-making process.  3. The DAGMAR Model (Defining Advertising Goals for Measured Advertising Results) Awareness: Make the target audience aware of the brand or product. Comprehension: Ensure they understand the product's benefits and value. Conviction: Build a preference for the product. Action: Motivate the audience to take a specific action, such as making a purchase. Application: Focuses on setting clear and measurable objectives for advertising efforts and evaluating their effectiveness.  4. The 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. Steps: 1.Customer Identification: Understand the target audience. 2.Channel Selection: Choose the most effective communication channels for the audience. 3.Message Consistency: Ensure the message is consistent across all touchpoints. 4.Feedback and Adjustments: Collect feedback and make necessary adjustments Application: Used to ensure that all marketing efforts, from online to offline, communicate the same message and build a cohesive brand experience.  5. The Push and Pull Strategy Push: Push the product toward customers using direct marketing tactics, sales promotions, or trade shows to increase product awareness and availability. Pull: Create demand by directly appealing to consumers through advertising, social media, or influencer marketing, making them seek out the product. Application: These strategies are often used in product launches or when entering a new market.  6. The 7 Ps Model (Marketing Mix) Traditionally known as the 4 Ps (Product, Price, Place, Promotion), this expanded version includes: 1.Product: What you’re selling. 2.Price: How much it costs. 3.Place: Where and how the product will be distributed. 4.Promotion: How you will communicate with the target market. 5.People: The people involved in the process (e.g., staff, customers). 6.Process: The delivery of the service or product. 7.Physical Evidence: Tangible proof of the product or service’s quality (e.g., packaging, reviews). Application: The 7 Ps are used to create comprehensive marketing strategies that cover all aspects of marketing communications.  7. The SOSTAC Model A strategic planning model used to guide the development of marketing plans. It stands for: 1.Situation Analysis: Where are we now? 2.Objectives: Where do we want to go? 3.Strategy: How do we get there? 4.Tactics: What are the specific actions needed? 5.Action: How will we execute the plan? 6.Control: How do we measure and control performance? Application: Used in broader marketing communication strategies to ensure all aspects, from market research to campaign evaluation, are covered.  8. The PESO Model (Paid, Earned, Shared, Owned Media) This model categorizes different media types to structure an integrated marketing communication plan: Paid Media: Ads, sponsored content. Earned Media: PR, media coverage, customer reviews. Shared Media: Social media content shared by the audience. Owned Media: Website, blog, email newsletter. Application: Helps companies balance their use of different media types to ensure a well-rounded communication plan. What are Integrated Marketing Communication Channels? Why is project management important in digital marketing? What Are Marketing Resources?  Marketing resource management (MRM) is the planning, scheduling, allocating, and governing of budget, people, supplies, and technology to align these marketing resources with strategic business objectives. Putting a campaign budget ‘Get Your Life Back’: process and impact evaluation of an asthma social marketing campaign targeting older adults  What should a Marketing Campaign Plan include? A marketing campaign plan should include 4 things. Firstly a clear marketing goal should be defined. Secondly, it should include insights into the audience – or target group – you want to reach. Thirdly, every marketing campaign has a convincing story on which the campaign content is based. Fourthly, a marketing campaign plan includes a description of which content is created and how it is distributed. This Marketing Campaign Template helps you to clearly write down and structure your marketing campaign plan. What makes a Marketing Campaign successful? Good preparation and research can improve the chances of marketing campaigns becoming successful. There are a 5 things successful marketing campaigns have in common. 1.Clear and measurable conversions 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 processes for experimentation and improvement of marketing campaigns Email Marketing 43  4 Email or E-mail? “E-mail” used to be the rule because e-mail is a short form of “electronic mail.” In 2011, the Associated Press removed the hyphen from its Stylebook.  10 Benefits of Email Marketing  11 Email marketing is cheaper compared LowCost to mainstream marketing channels.  12 LowCost What other marketing platform lets Global you instantly send a message to thousands of people across the world? Sure, social media can help you spread the word amongst a global audience - but there's no telling who's actually reading your content.  13 LowCost Global Email marketing doesn't Easy to Create necessarily require a huge team in order to be successful. It's certainly possible to jazz up an email campaign with fancy templates, videos, images and logos.  14 LowCost Global Easy to Create Another key benefit of email Easy to Track marketing is that it's easy to see where you're going wrong.  16 Most marketing professionals would Segmentation happily pay to ensure they were only spending money targeting those who were interested in their brand. Email marketers can go one step further though, by only sending emails to subscribers who meet certain criteria. Studies have shown that marketers who use this tactic often boast improved engagement rates as a result.  17 Segmentation Email marketing is one of the only Targeting channels that consumers ask to receive. The majority of businesses utilizing the platform only send messages to those who have signed up to receive them. This can allow for much higher conversion rates as a business is only targeting those who already have an interest in their brand. It is, of course, possible to send unsolicited email marketing messages, but this is only likely to annoy consumers and result in a damaged brand image.  18 Segmentation Targeting Email marketing is great for taking Calls to Action advantage of impulse buying. There aren't many other marketing platforms which allow customers to go from witnessing an offer to purchasing an item within two clicks of a button. With a tempting call to action and a link straight to the checkout, email newsletters can drive sales like no other channel.  19 Segmentation Targeting Calls to Action Ability to send multiple versions of Easy to Test emails, find which ones are the most effective, and replicate those methods in future emails.  20 Segmentation Targeting Calls to Action In the business world, results are arguably all that matters. With this in mind, the main reason that most Easy to Test businesses invest in email marketing is the fantastic return on investment. For every ROI $1 spent on email marketing, $44.25 is the average return on investment. A number of sources have suggested that this is better than any other platform.  41 Email Marketing Strategy  42 Set Goals Analyze Develop Results Channels Build Create Audience Content  How your email marketing message is structured will determine 50% of its success Anatomy of an email: fields (to, from, subject), body copy, landing page Set a single objective: one message presented in a strong, clear and directmanner Write to target: develop a thorough understanding of the needs and sensibilities of your target market before you write. Get to the point: sluggish fulfillment leads to dissatisfied customers. Build the relationship: email marketing is not hit and run medium. It works best when you build sustainable relationships. 60 An email should consist of 1- subject line 2- heading 3- body 4- closure  68 In Summary…  69 Email is the same as traditional mail, but in a different arena. Email marketing saves you time and money. Email marketing is more effective than most other marketing channels. Proper etiquette is essential to staying out of SPAM folders. Segment your customer lists. Create relevant and useful content for your readers. Email is the central tool to cross- promoting your campaigns.  LARS SILBERBAUER Chief Marketing Officer Nokia Mobiles and HMD Global International Speaker. Ex-Olympics, Ex-LEGO & Ex-MTV Scandinavian born global explorer Lego's Kronkiwongi Campaign Lego and F acebook launched a global campaign encouraging parents and children to unleash their imaginations through the #Kronkiwongi challenge.  The Kronkiwongi Journey Imagination Unleashed Community Engagement Sustainable Content Kids expressing creativity, Parents and kids share their Focus on user-generated building unique Kronkiwongi Kronkiwongi creations using content to fuel Lego's media creations. #Kronkiwongi. journey.  The Impact of K ronkiwongi 1 Global Reach 2 Family Bonding The #Kronkiwongi challenge sparks Parent-child bonding through creativity worldwide. imaginative and creative play with Lego. 3 Media Evolution Lego transforms into a media powerhouse through engagement and creativity. Your project Choose a company Design a full marketing campaign that include offline and online activities It should be time scheduled Budget should be clear Set SMART goals and outputs Indicate which frame work you are using and why Indicate metrics used for monitoring