integrated marketing communications an i volutionary perspective

Integrated Marketing Communications : An iVolutionary Overview

Lecture by Dr Jamal Boukouray Akhawayn University, Ifrane, Morocco, 2012

IMC OVERVIEW PAST, PRESENT AND FUTURE

TRENDS

What is Marketing?

Marketing is an

organizational

function and a set of

processes for creating,

communicating and

delivering value to

customers and for

managing customer

relationships in ways

that benefit the

organization.

Value

Relationship marketing

Mass Customization

Customer relationship management (CRM)

TRADITIONAL MARCOM COMPONENTS

POS SALES &

PROMOTIONS

ADVERTISING DIRECT

MARKETING

PUBLIC RELATIONS

IMC FRAMEWORK

IMC is a strategic business

process used to plan, develop,

execute and evaluate coordinated,

measurable, persuasive brand

communication programs with

consumers, customers, prospects

employees and other relevant

external and internal audiences.

The goal of IMC is to generate short-term financial returns on time, on budget, on target and build long-term brand value.

Demand for accountability Demand for accountability and

Measurement of Outcomes

Recognized as a business process

Importance of relevant audience

As a business process, Practice &

Profession

Multiple relevant audiences

A Contemporary Perspective of IMC

IMC Practice &

Norms

Traditional compensation Performance-based compensation Traditional compensation Performance-based compensation

ROI IS THE MOTO

Media advertising Multiple forms of communication

Mass media Specialized media

Manufacturer dominance Retailer dominance

General focus Data-based marketing

Low agency accountability Greater agency accountability

Limited Internet availability High Level of Internet & Mobile

Users

Media advertising Multiple forms of communication

Broad casting Specialized media

Manufacturing dominance Chain Supply Dominance:

Globalization

General focus Data-based marketing

Low agency accountability Greater agency accountability

Reasons for IMC Growth & Widespread

The babyboomer Era The Net Generation

Basic Elements of the Promotional Mix

Advertising

Direct Marketing

Interactive/ Internet Marketing

Sales Promotion

Publicity/Public Relations

Personal Selling

Advertising

Direct Marketing

Interactive/ Internet Marketing

Sales Promotion

Publicity/Public Relations

Builds and maintains customer

relationships

Obtains customer database

information

Communicates and interacts with buyers

Provides customer

service and support

Educates or informs

customers

A persuasive advertising

medium

A sales tool or an actual sales vehicle

Obtains customer database

information

Communicates and interacts with buyers

Provides customer

service and support

Educates or informs

customers

A persuasive advertising

medium

A sales tool or an actual sales vehicle

Interactive Interconnective IMC

The Internet

Wifi

Wimax

Fiberoptics

Smart phones (6 billion phones vs 1 billion smart

phones)

Satellites Communications

Cloud Computing

N.B:

The correlation between IMC and NGN, NITC

iCulture

All IP Anywhere: Everywhere

THE NEW CITIZEN & RELIGION: SHOP TILL U DROP IS HEAVEN FOR BRAND GURUS & SHOPHOOLICS

Primary vs. Selective Demand Advertising Primary vs. Selective Demand Advertising

Business-to-Business Advertising

Organizations

National Advertising

Retail/Local Advertising

Professional Advertising

Trade Advertising

National Advertising

Retail/Local Advertising

Business-to-Business Advertising

Professional Advertising

Classifications of B2B & B2C Advertising

Consumers

Direct Response

Advertising

Direct Response

Advertising

Direct Mail

Catalogs

Telemarketing

Internet Sales

Shopping Channels

Direct Mail

Telemarketing

Catalogs

Shopping Channels

Direct Marketing is Part of IMC

Direct Marketing

Builds and maintains customer

relationships

Obtains customer database

information

Communicates and interacts with buyers

Provides customer

service and support

Educates or informs

customers

A persuasive advertising

medium

A sales tool or an actual sales vehicle

Obtains customer database

information

Communicates and interacts with buyers

Provides customer

service and support

Educates or informs

customers

A persuasive advertising

medium

A sales tool or an actual sales vehicle

Digital Interactive Interconnective IMC

The Internet

• Consumer-oriented

• [For end-users]

• Trade-oriented

• [For resellers]

Sales Promotion Vehicles

Events Events

Loyalty Programs Loyalty Programs

Bonus Packs Bonus Packs

Refunds/Rebates Refunds/Rebates

Contests/Sweepstakes Contests/Sweepstakes

Premiums Premiums

Samples Samples

Coupons Coupons

Coop Advertising

Coop Advertising

Trade Shows Trade Shows

Training Programs Training

Programs

POP Displays POP Displays

Trade Allowances

Introduce new products

Get existing customers to buy

more

Attract new customers

Maintain sales in off season

Increase retail inventories

Tie in advertising & personal

selling

Enhance personal selling

Combat competition

Introduction of new products

entice existing customers to buy

more

Attract new prospects

Maintain sales in low season

Increase retail inventories

Tie in advertising & personal

selling

Enhance personal selling

Various Uses of Sales Promotion

Sales Promotion

Advertising Versus Publicity

Advertising Publicity

Tentative

Low

Low/Unspecified

Uncontrollable

Great

Lower

Measurable

Schedulable

High/Specific

High

Specifiable

Undetermined

Higher

Little

GOAL

Control

Credibility

Reach

Frequency

Cost

Flexibility

Timing

Interviews Interviews

Feature Articles

Special Events

Press

Conferences

News Releases

Feature Articles

Special Events

News Releases

Publicity Vehicles

Publicity Vehicles

FROM TWO-WAY DIALOGUE TO INTERACTIVE COMMUNICATIONS : SOCIAL MEDIA NETWORKING

FACEBOOK

TWITTER

PINTEREST

TUMBLER

MYSPACE

YOUTUBE

THE BUZZ

Mobile media Vehicles

Corporate Advertising Corporate

Advertising Cause-related

Marketing Cause-related

Marketing

Publicity Vehicles

Community

Activities

Public Affairs

Activities

Special Publications

Special Event

Sponsorship

Publicity Vehicles

Community

Activities

Public Affairs

Activities

Special Publications

Public Relations Tools & Strategies

IMC Audience Solicitation Frenzy is a big challenge

Target Audience

Broadcast media

(TV/radio)

Print media (newspapers,

magazines)

Public Relations/ publicity

Internet/ interactive

Direct marketing

Sales Promotion

Product placements

(TV and movies)

Events and sponsorship

Word-of-mouth

Point-of-purchase (displays,

packaging)

Personal selling

Out-of-home

media

1. A detailed situation analysis

2. Specific marketing objectives

3. A marketing strategy and program

4. A program for implementing the strategy

5. A process for monitoring and evaluating performance

1. A detailed situation analysis

3. A marketing strategy and program

4. A program for implementing the strategy

2. Specific marketing objectives

AS AN IMC PROFESSIONAL YOU HAVE TO CONDUCT A DUE

DIILIGENCE

IMC Auditing & Planning

IMC planning should begin with communication audits, as opinion and consumer behavior research.

Identification of communication contact points and activities ;

Mappping the message and evaluation of evaluates consistency through content analysis;

investigating the communication network within a company

Example of Auditing : Rabat, 2010

Festivals du Maroc & Nation Marketing Fiasco

DUE DILIGENCE: iso-certified-marketing approach

IT IS IMPORTANT FOR CORPORATIONS TO HAVE MARCOM STANDARDS & POLICIES

THE THINK TANK PILOT SQUAD IN CHARGE OF IMC SHOULD CONDUCT A CLINICAIL DIAGNOSIS TO MAKE SURE THAT SPORADIC CAMPAIGNS ARE IN LINE WITH THE CORPORATE PHILOSOPHY

HERE ARE SOME PREEMPTIVE STEPS THAT CAN HELP YOU MAKE AN ACCURATE ASSESSMENT

Budget determination & Allocation

Develop a marketing communications programs

Advertising Sales

promotion PR/

publicity Personal

selling

Advertising objectives

Sales promotion objectives

PR/ publicity

objectives

Personalselling

objectives

Message strategy

Sales promotion

strategy

PR/ publicity strategy

Personalselling

strategy

Synergy Model and Total Integration Marcom Program

HOW DO WE MAKE SURE THERE IS SYNERGY BETWEEN PR, AND IMC ACTIVITIES !!!

THE COLORADO SCHOOL IDENTIFIES 3 different components of integration & Synergy

Synergy speaking with One Voice

1 The Consistency = Epoxy, Glue, Corporate Cement, Corporate or personal branding (Angelina Jolie, G. Clooney, Al Chaabi for Bank Al Chaabi, Alcan , Molson)

2 The interactivity = with consumers, afficionados, facebook fans

3 The mission = cf Mission Statement (Corporate Philosophy, culture)

Walt Disney, Coke Always, MacDonalds,

Presentation Summary

Due to the correlation between current information technology innovations and social, media, cutural and economic trends, the IMC practice is more and more:

Interactive

Interconnected

Measurable & easier to monitor

Marketing practice and culture is widespread

Multi-tasking is popular due to the smart applications available

Current & future IMC Trends

Organic & Homegrown Marketing

Mainstream Marketing

Should focus on developing tools, strategies, business models & paradigms that fit the local landscape and values in order to help Moroccan entrepreneurs and future CEOs build stronger brands, bigger marketshare and generate new recurrent revenues

Is mostly focused on mainstream models applied in North American, european and to a certain emerging markets. However most of the academic teachings and textbooks lack real world experience.

Mainstreams is diachronic and does not focus on problem solving, new paradigm shifts, day-to-day solutions for ailing economies, and shrinking marketshares…

Why

Because we can : all you need is to believe in your power to become a Self Made Entrepreneur

America is nothing without the Americca Dream

All self made millionnaires beleive Anyone Can Make it to the top like (just like all the shows : The Voice, Who wants to be Millionnaire)

HOW CAN YOU DO IT!!

BRANDING IS THE MOTO SO BE YOUR OWN BRAND ADVOCATE

THANK YOU AND GOOD LUCK