imc - challenges & opportunities @mica (01.02.10)
TRANSCRIPT
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Integrated Marketing Communications –Strategic Opportunities & Challenges
Chandradeep MitraFebruary 2010
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The 10 Commandments of Sergio Zyman
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‘The End of Advertising As We Know It’
Sergio ZymanWith Armin Brott (2002)
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Advertising today is much more than TVCs. And should do much more than TVCs can.
Commandment 1
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Everything Communicates. Every brand contact with the customer.Even what you don’t do and don’t say.
Commandment 2
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Marketing & Advertising are not art forms, but the science of selling.
There is no room for creative indulgence.Their only job is to sell, sell, sell.
Commandment 3
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Awareness and Image don’t mean much if the brand doesn’t sell.
Commandment 4
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Trying to retain existing customers is much easier and more profitable
than trying to attract new ones.
Commandment 5
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One very important(yet underused & underestimated)
marketing tool is Packaging.It is often the first impression
or the last defense of a brand with a consumer.
Commandment 6
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Another set of Powerful Marketing Tools are Sponsorships & Endorsements. But very few marketers manage a
strategic long-term ROI-driven approach.
Commandment 7
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Any publicity is not good publicity. Managing Perceptions,
especially at times of crises, needs a strategic planning orientation.
Commandment 8
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Customer Service & Relationship Management are becoming the biggest brand-building tools.
Commandment 9
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How your employees behave with your customers hugely impacts your brand.And how you treat & train your employees
impacts their behaviour with customers.
Commandment 10
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Four Kinds of Media
Four types of channels for brand contacts with consumers
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Four Kinds of Media
• Purchased Media• Earned Media• Owned Media• Developed Media
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Purchased Media
Traditional bought out Advertising Space or Time in Mass Media.
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Purchased Media
• Advertising in mass media– Newspapers– Magazines– TV– Radio– OOH– POS…
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Earned Media
Brand coverage in Third Party, Neutral Media Space.
May be Influenced, not Controlled.
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Earned Media
• PR• WOM• Social networking• Buzz marketing• Viral marketing…
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Owned Media
Media space Owned, Controlled and Managed over Long Term by Brand Owner.
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Owned Media
• Website• Company blogs, newsletters, emails…• Packaging• Company transport• Own stores• Franchisees• Offices• Call Centres…
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Developed Media
Contact Opportunities created for the Short Term to promote a Brand.
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Developed Media
• Events• Activations• Store promotions• Contests• Roaming Field Teams• Home/Office visits• On site sampling…
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In Increasing Order of Marketer’s Control
• Earned media• Developed media• Purchased media• Owned media
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In Increasing Order of Consumer Impact
• Owned media• Purchased media• Earned media• Developed media
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The First Era of Marketing Communications
InsertionContact
Exposure
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The Second Era of Marketing Communications
InteractionConnectionEngagement
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The Third Era of Marketing Communications
InfluenceCo-CreationExperience
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Insertion
Interaction
Influence
Contact/Expose
Connect/Engage
Co-create/Experience
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Four stages of influencing tomorrow’s consumers
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1st stage – Stage of Inquiry
Issues & Insights
Issues – Business, Marketing, Communication & Media issuesInsights – Consumer insights from three spheres of influence – Media, Business & Brand, and Society
Phase of problem definition, discovery & inputs
‘Know the future’
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2nd stage – Stage of Invention
Intelligence & Imagination
Intelligence – Strategy, analysis, optimisation and plan creation (quantitative, left brain)
Imagination – Idea generation, innovation, out-of-box thinking (qualitative, right brain)
Phase of creating the blueprint of a solution
‘Show the future’
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3rd stage – Stage of Interpretation
Investment & Integration
Investment – Budget benchmarking, resource allocation, negotiation, mix optimisation
Integration – Synergizing multiple media & platforms, traditional & new media, media & content
Phase of implementation, activating the solution
‘Sow the future’
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4th stage – Stage of Influence
Impact & Inference
Impact – Outcomes in terms of consumer influence, across media, marketing & business deliverables
Inference – Learnings and takeouts that can be inputted into future campaigns
Phase of results & learnings for the future
‘Grow the future’
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The Four Stages of CreatingConsumer Influence
• Inquiry Issues & Insights
• Invention Intelligence & Imagination
• Interpretation Investment & Integration
• Influence Impact & Inference
‘Know the Future’
‘Show the Future’
‘Sow the Future’
‘Grow the Future’
Stage 1
Stage 2
Stage 3
Stage 4
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IMC – Opportunities & Benefits
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Cohesion
‘One Voice’ across Contacts
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Consistency
‘One Voice’ over Time
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Complimentarity
Different Roles for Different Contacts
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Customer Focus
Sharper & Contextual Targeting of Relevant Audiences
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Effectiveness
Best Use of Relevant Media
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Synergy
The Multiplier Effect
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Synchronicity
360 degree, Surround & Engage
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Optimisation
Maximum Impact at Minimum Cost
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Opportunities & Benefits of IMC
• Cohesion - ‘One Voice’ across contacts• Consistency - ‘One Voice’ over time• Complimentarity – Different Roles for Different
Contacts• Customer focus – Sharper & Contextual Targeting of
Relevant Audiences• Effectiveness – Best Use of Relevant Media• Synergy – The Multiplier Effect• Synchronicity – 360 degree, Surround & Engage• Optimisation – Maximum Impact at Minimum Cost
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IMC – Issues & Challenges
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Specialist Skills
What skills do you need for a particular marketing challenge, How do you access
& assess the capabilities?
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Overall & specific objectives
How do you align specific roles & objectives of individual capabilities
with the larger plans & tasks?
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Appreciation of others’ roles
How can the generalists appreciate and support the specialists’ roles, and how can the specialists appreciate & compliment
the overall & other specialists’ roles?
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Integration - how?
Choosing & agreeing on a common approach or framework to integration
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Alternative Approaches to Integration
• Integration approach based on Defined Marketing Tasks /Consumer Needs
• Integration approach based on a Creative Idea• Integration approach based on choice of most
Relevant Touch Points/ Media and Budget Optimisation
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Integration – by whom?
Choosing and agreeing on the function and role of an Orchestrator, working out operating systems & processes for
coordination & communication
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Teamwork
Organisational structures, cultures, ownership, responsibility & revenue sharing
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Innovation
Innovation leadership, acceptance, NIH Syndrome, Idea funnel,
implementation logistics
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Allocation of budgets & revenues
Finding & agreeing on an objective system of budget optimization, handling conflict due to
separate contracts and fees
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Thank You