W9 Lecture 8 Flashcards
Internal and external marcoms
a
Pros and cons of approaching MARCOMS strategy from an IMC perspective?
b
In the past 10 years, there has been a significant shift from push to pull international marketing communication strategies. Evaluate why this has happened and what the impact has been in the marketing communication business.
c
“User-generated marketing is here to stay”, do you agree?
d
The MARCOMS strategic process
e
Social, email, mobile
f
Measurement of MARCOMS
g
How do characteristics of digital media differ from those of traditional media?
- From push to pull
pull media commonly known as “inbound marketing” (SHah and Halligan, 2009). Inbound marketing is powerful as advertising wastage is reduced. However it can be a weakness as marketers have less control than tradition when the message is pushed out to a defined market. - From monologue to dialogue and trialogue
connect brand to customer and to customers - Personalisation and mass customisation - From one to many to one to some and one to one and many to many
Hoffman and Novak 1997 suggest that the facilities of iternet represent a computer-mediated environment in which the interactions are not betwween the sender and the receiver but between them and the medium itself - From lean back to lean forward
If customer doesnt find the information they want immediately, they would move on and probably never return. - The medium change the nature of standard marketing communication such as addvertising
- Increase in communication intermediaries
- Integration
How to plan an online marketing?
Step 1. Goal setting and tracking for interactive marketing communications
(annual marketing communication objectives and campaign-specific communication objectives)
Step 2: Campaign insights
Customer Context
+General profile
+Digital profile: usage habits, content consumption preferences, content creation profile
Business context: corporate n marketing strategy, organization analysis and competitor analysis
Internal context: financial ability, identity, culture, value v..v
External context: policy, stakeholders, , economy v…v
Step 3: Segmentation and targeting
Step 4: Offer, message development and creativity
Step 5: Budgeting and selecting the media mix
- Affordable method (set after subtracting fixed and variable costs from anticipated revenues)
- Percentage-of-sales methods (of forecast sales)
- Competitive parity methods: based on estimated competitor expenditure.
- Objectives and task method
Step 6: intergrate into overall media schedule or plan
How do I choose the best mix of online and offline communications techniques?
j
