IMC 24 - Lec 2.pdf

Integrated Marketing Communications KH5016MKT Week 2 - Lecture Topic 2 : Integrated Marketing Communication Tools and...

Integrated Marketing Communications KH5016MKT Week 2 - Lecture Topic 2 : Integrated Marketing Communication Tools and Content Marketing Dr. Rana Samir – Dr. Mahitab Shahin – Dr. Mostafa Saad Eldin  Classroom Courtesy ▪ Classroom courtesy is of utmost importance. ▪ Students are expected to act professionally, respectably and maturely. ▪ Late arrivals. ▪ Side discussions. ▪ Mobile phones. ▪ Bathroom Policy. ▪ Taking notes. ▪ Coming prepared. ❑ Violation of these rules = Misconduct Part Weeks Module Content I. Introduction to IMC + 1 Module Overview + Introduction to IMC Content Marketing 2 Overview of the IMC Tools 3 Communication Process + CW1 Explanation II. Communication Process Communication Process (Cont’d) + FACETS Model + Brand Positioning + 4 SMART Objectives 5 Advertising + Ethical Issues III. IMC Tools 6 Digital Tools & Channels + Social Media 7 Public Relations + Other IMC Tools Campaign Plan + Role of Creativity 8 CW2 Explanation IV. Campaign Planning & Execution Techniques + Visuals Execution 9 Media Basics + IMC in International Markets 10 Guest Speaker + Evaluation Students’ Assessment 11 CW2 Presentations by Students 12 CW2 Presentations by Students Topic 2 Integrated Marketing Communication Tools and Content Marketing  IMC Definition Growing importance of IMC Inbound vs. Outbound Marketing Promotion Mix (AKA: MarCom) Topic 2 o Advertising o Direct marketing outline o Digital marketing o Public relations o Personal selling o Sales promotions IMC Planning Model  What is Integrated Marketing Communication? (IMC) A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines. For Instance: advertising, direct response, sales promotion, and public relations- and combines these disciplines to provide clarity, consistency, and maximum communications impact.”  What is Integrated Marketing Communication? (IMC) According to that perspective, the IMC approach seeks to have all of a company’s marketing and promotional activities project a consistent, unified image to the marketplace.  Rapidly changing environment: o Proliferation of media (TV, magazines, newspaper, radio, billboards) o Technology and media consumption behavior Growing Importance of IMC So to convince consumers, marketers have to bring messages to them in different ways (IMC)  A business methodology that attracts Outbound tactics aim to put marketing customers by creating valuable content messages in front of as many people as and experiences tailored to them. possible in the online space — regardless of whether it’s relevant or welcomed. Inbound Marketing Inbound marketing refers to the "full-funnel" approach to attracting, engaging, and delighting customers using online content. Outbound marketing Outbound marketing is a marketing strategy where a company actively pushes a message about a product out to prospects. Here are some common examples of outbound marketing: Cold calls Cold emails  The Promotional Mix AKA: MarComms Promotion has been defined as the coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea The Promotional Mix Promotional Mix Tool 1: Advertising 1) Advertising “Any paid form of non- personal communication about an organization, product, service, or idea by an identified sponsor” Promotional Mix Tool 1: Advertising 1) Advertising Non-Personal Media “Non-personal means the message is not personalized since it is generally targeted to large groups of people (mass audience, hence mass media); Broadcast (TV & Radio), Print (Magazines & Newspapers), Billboards. Additionally, non-personal means that there is generally no opportunity for immediate feedback or action (online ads are usually an exception). Large audiences Cost effectiveness (for reaching mass number of people) Promotional Mix Tool 1: Advertising Advertising Aims Companies hope advertising will accomplish: Awareness Increase sales. Attitude change (think and feel better about the product leading to sales) Brand/Image building (Associations) Promotional Mix Brand/Image building (Associations) Tool 1: Advertising Promotional Mix Tool 1: Advertising Brand/Image building (Associations) Promotional Mix Tool 1: Advertising Attitude change Promotional Mix Tool 1: Advertising Attitude change Promotional Mix Tool 1: Advertising Out of Home Advertising (OOH) Promotional Mix Tool 2: Public Relations 2) Public Relations Defined as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Its purpose is to establish and maintain a positive image of the company among its various publics, including investors, employees, suppliers, communities, and governments as well as consumers. Promotional Mix Tool 2: Public Relations Publicity / Public Relations The company or organization Like advertising, publicity attempts to get the media to involves non-personal cover or run a favorable story on communication to a mass a product, service, cause, or audience, but unlike advertising, event to affect awareness, publicity is not directly paid for knowledge, opinions, and/or by the company. behavior. Promotional Mix Tool 2: Public Relations Publicity / Public Relations Not always under the control of the company. Much better credibility than advertising. Consumers generally tend to be less skeptical toward favorable information about a product or service when it comes from a source they perceive as unbiased. Promotional Mix Tool 2: Public Relations Publicity: Press Releases Fast Company Magazine November 2018 Promotional Mix Tool 2: Public Relations Public Relations Activities Promotional Mix Tool 2: Public Relations Public Relations Activities Sponsoring Champions Back in January 16th, 2017 Mohamed El Shorbagy announced that he is part of Red Bull family, as he signed a sponsorship deal with Red Bull. Together they are giving wings to success and Squash sport. Promotional Mix Tool 2: Public Relations Public Relations Activities Corporate Social Responsibility (CSR) Promotional Mix Tool 3: Direct Marketing Direct marketing relates to utilizing a direct channel of communication and exchange between a company and its consumers. 3) Direct Marketing Generally not intended for Usually Traceable mass and Measurable. communications. Promotional Mix Tool 3: Direct Marketing Forms of Direct Marketing Direct Mail Direct Catalogs (Traditional – email) Response Ads Telemarketing Direct Selling Mobile (Avon – Oriflame) (Texting ‘sms’) Database Management Promotional Mix Tool 3: Direct Marketing Direct Response Advertising Direct marketing technique which adopts some characteristics of advertising (paid - mass audience – mass media) as well as direct marketing (traceable – measurable – direct channels). Promotional Mix Tool 3: Direct Marketing Direct Response Print Ad Traceable & Measurable Has a response device such as a toll free phone, special phone, coupon, web or email address specific to the ad (landing pages). Includes a ‘company direct’ call to action Usually offers an attractive incentive. Usually has a limited time frame. This is a chance to track and follow your customers! Promotional Mix Tool 3: Direct Marketing Direct Mail/email Direct Mail (Digital – Traditional) Promotional Mix Tool 3: Direct Marketing Catalogs  Promotional Mix 4) Sales Promotions Tool 4: Sales Promotion Consumer Oriented Trade Oriented Samples Trade Allowances Coupons / Discounts Training programs Premiums Cooperative Advertising Contests/Sweepstakes Incentives Rebates Bonus Packs POP material Activity targeted to consumers for the main Activity targeted to wholesalers, retailers or objective of increasing sales on the short distributors to stock more of your product, term. or give you a premium shelf space.  Promotional Mix Tool 4: Sales Promotion Consumer Promotions “Coupons”  Promotional Mix Tool 4: Sales Promotion Consumer Promotions “Premium and Bonus Packs”  Promotional Mix Tool 4: Sales Promotion Consumer Promotions  Promotional Mix Tool 4: Sales Promotion Consumer Promotions; POP Shelf talkers – Displays – Banners – Posters - Danglers, etc.  Promotional Mix Tool 5: Personal Selling 5) Personal Selling Person-to-person communication A seller attempts to assist and/or persuade prospective buyers to make a purchase or act on an idea Flexibility, tailored messages & immediate feedback  Promotional Mix Tool 6: Digital Marketing 6) Digital/Internet Marketing Internet: A platform through which all the promotional mix elements can be utilized. New forms of communications; UGC (User Generated Content) Social media (the use of influencer marketing) Interactivity (two-way flow of communication)  Promotional Mix Tool 6: Digital Marketing Digital media Digital Digital displays, Marketing Smart phones, Tools Tablets, PCs, Digital Wearables, etc.  To succeed, you need to synchronise your content and mix the tools Content Marketing is a type of digital marketing. However, it may also be used within the offline tools previously discussed, where it complements and enhances the overall image of the company. Why use Content Marketing? To Entertain To Inspire To Educate To Convince IMC Planning Model Review of marketing plan Promotional program situation analysis Analysis of the communications process Budget determination Develop integrated marketing communications programs Sales PR/ Internet/ Direct Personal Advertising promotion publicity Digital marketing selling Advertising Sales PR/ Internet/ Direct Personal promotion publicity Digital marketing selling objectives objectives objectives objectives objectives objectives Message Sales PR/ Internet/ Direct Personal promotion publicity interactive marketing selling strategy strategy strategy strategy strategy strategy Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program Attendance Thank you