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    IMC - Challenges & Opportunities @MICA (01.02.10)

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    y2pinku
    Advertising today is much more than TVCs. And should do much more than TVCs can. Everything Communicates. Every brand contact with the customer. Even what you don't do and don't say. Integrated Marketing Communications - strategic opportunities and challenges.

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    IMC - Challenges & Opportunities @MICA (01.02.10)

    Uploaded by

    y2pinku
    641 views56 pages
    Advertising today is much more than TVCs. And should do much more than TVCs can. Everything Communicates. Every brand contact with the customer. Even what you don't do and don't say. Integrated Marketing Communications - strategic opportunities and challenges.

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    Advertising today is much more than TVCs. And should do much more than TVCs can. Everything Communicates. Every brand contact with the customer. Even what you don't do and don't say. Integrated Marketing Communications - strategic opportunities and challenges.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    641 views56 pages

    IMC - Challenges & Opportunities @MICA (01.02.10)

    Uploaded by

    y2pinku
    Advertising today is much more than TVCs. And should do much more than TVCs can. Everything Communicates. Every brand contact with the customer. Even what you don't do and don't say. Integrated Marketing Communications - strategic opportunities and challenges.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 56

    Integrated Marketing

    Communications –
    Strategic Opportunities &
    Challenges
    Chandradeep Mitra
    February 2010
    The 10 Commandments
    of Sergio Zyman
    ‘The End of Advertising
    As We Know It’
    Sergio Zyman
    With Armin Brott (2002)
    Commandment 1
    Advertising today is much more
    than TVCs.
    And should do much more than TVCs
    can.
    Commandment 2
    Everything Communicates.
    Every brand contact with the
    customer.
    Even what you don’t do and don’t
    say.
    Commandment
    Marketing & Advertising 3 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 4
    Awareness and Image don’t mean
    much
    if the brand doesn’t sell.
    Commandment 5
    Trying to retain existing
    customers
    is much easier and more
    profitable
    than trying to attract new ones.
    Commandment 6
    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.
    Another Commandment
    set of Powerful 7
    Marketing
    Tools
    are Sponsorships & Endorsements.

    But very few marketers manage a


    strategic long-term ROI-driven
    approach.
    AnyCommandment
    publicity is not8good
    publicity. Managing
    Perceptions,
    especially at times of crises,
    needs a strategic planning
    orientation.
    Commandment 9
    Customer Service & Relationship
    Management are becoming the
    biggest brand-building tools.
    How your employees behave
    Commandment 10 with
    your customers hugely impacts your
    brand.
    And how you treat & train your
    employees
    impacts their behaviour with
    customers.
    Four Kinds of Media

    Four types of channels for


    brand contacts with
    consumers
    Four Kinds of Media
    •
    • Purchased Media
    • Earned Media
    • Owned Media
    • Developed Media
    Purchased Media

    Traditional bought out


    Advertising Space or Time in
    Mass Media.
    Purchased Media
    • Advertising in mass media
    – Newspapers
    – Magazines
    – TV
    – Radio
    – OOH
    – POS…
    Earned Media

    Brand coverage in Third Party,


    Neutral Media Space.
    May be
    Influenced, not Controlled.
    Earned Media
    • PR
    • WOM
    • Social networking
    • Buzz marketing
    • Viral marketing…
    •
    Owned Media

    Media space Owned, Controlled and


    Managed over Long Term by Brand
    Owner.
    Owned Media
    • Website
    • Company blogs, newsletters,
    emails…
    • Packaging
    • Company transport
    • Own stores
    • Franchisees
    • Offices
    • Call Centres…
    •
    Developed Media

    Contact Opportunities created


    for the Short Term to promote
    a Brand.
    Developed Media
    • Events
    • Activations
    • Store promotions
    • Contests
    • Roaming Field Teams
    • Home/Office visits
    • On site sampling…
    In Increasing Order
    of Marketer’s Control
    •
    • Earned media
    • Developed media
    • Purchased media
    • Owned media
    •
    In Increasing Order
    of Consumer Impact
    •
    • Owned media
    • Purchased media
    • Earned media
    • Developed media
    The First Era of
    Marketing
    Communications
    Insertion
    Contact
    Exposure
    The Second Era of
    Marketing
    Communications
    Interaction
    Connection
    Engagement
    The Third Era of
    Marketing
    Communications
    Influence
    Co-Creation
    Experience
    In flu e n ce Co -
    create / Experienc
    e

    In te ra ctio n Connect / Engage

    In se rtio Contact / Expos


    n e
    Four stages of influencing
    tomorrow’s consumers
    1st stage – Stage of Inquiry
    •
     Issues & Insights
    •
    Issues – Business, Marketing, Communication &

    Media issues
    Insights – Consumer insights from three spheres of

    influence –
     Media, Business & Brand, and Society

    Phase of problem definition, discovery & inputs


    •
     ‘Know the future’
    •
    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’
    •
    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’
    •
    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’
    •
    The Four Stages of Creating
    Consumer Influence
    •
    Stage 1 • Inquiry ‘ Know the Future ’

    Ø Issues & Insights


    Stage 2 • Invention ‘ Show the Future ’
    Ø Intelligence &
    Stage 3
    Imagination ‘ Sow the Future ’
    • Interpretation
    Stage 4
    Ø Investment &
    ‘ Grow the Future ’
    Integration
    • Influence
    Ø Impact & Inference
    •
    •
    IMC – Opportunities &
    Benefits
    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
    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
    IMC – Issues & Challenges
    Specialist Skills

    What skills do you need for a


    particular marketing challenge,
    How do you access & assess the
    capabilities?
    Overall & specific
    objectives
    How do you align specific
    roles & objectives of
    individual capabilities with the
    larger plans & tasks?
    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?
    Integration - how?

    Choosing & agreeing on a


    common approach or framework
    to integration
    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
    Integration – by whom?

    Choosing and agreeing on the


    function and role of an
    Orchestrator, working out
    operating systems & processes
    for coordination &
    communication
    Teamwork

    Organisational structures, cultures,


    ownership, responsibility & revenue
    sharing
    Innovation

    Innovation leadership,
    acceptance, NIH Syndrome,
    Idea funnel, implementation
    logistics
    Allocation of budgets &
    revenues
    Finding & agreeing on an objective
    system of budget optimization,
    handling conflict due to separate
    contracts and fees
    Thank You

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