Chapter 1: Integrated Marketing Foundation
Marketing: Marketing is a process of creating, communicating and delivering
value to the customer by maintain a long term profitable relationship with the
stakeholder.
4p- product, price, place, promotion
4c-customer, cost, convenience, communication
4A-Acceptability, Affordability, Accessibility and Awareness
Advertising and marketing face a rapidly shifting landscape. The decline in
traditional media viewership combined with a rise in internet and social media
usage has created a new order. The variety of available media means that
effective advertising and marketing promotions require more than just one well-
made commercial.
Marketing experts know that a company’s communications should speak with
a clear voice. Customers must understand the essence of a business along with
the benefits of its goods and services. The vast number of advertising and
promotional outlets combined with a multitude of companies bombarding
potential customers with messages makes the task challenging.
***The Communication process on the basis of a company
Sender is KFC or any other brand who wants to share their brands with the
audiences.
Encoding is forming verbal and nonverbal cues. In marketing, the person in
charge of designing an advertisement transforms an idea into an attention-
getting message. A commercial consists of cues placed in various media, such
as television, magazines, and billboards. The message may also be encoded on
the firm’s website and social media page.
Messages travel to audiences through various transmission devices. Marketing
communications move through various channels or media. The channel may be
a television station carrying an advertisement, a Sunday paper with a coupon
placed inside, a website, or a Facebook page.
Decoding occurs when the message reaches one or more of the receiver’s
senses. Consumers both hear and see television ads. Other consumers handle
(touch) and read (see) a coupon offer. An individual can even smell a message.
A well-placed perfume sample might entice a buyer to purchase the magazine
containing the sample and the perfume being advertised. Hungry people tend
to pay closer attention to advertisements and other information about food .
Feedback takes the form of the receiver’s response to the sender. In marketing
communications, feedback includes purchases, inquiries, complaints,
questions, store visits, blogs, and website hits.
***Emerging trends in marketing communications
Emphasis on accountability and measurable results: They spend promotional
dollars carefully. Any coupon promotion, contest, social media program, or
advertising campaign should yield measurable gains in sales, market share,
brand awareness, customer loyalty, or other observable results to be
considered successful. Many companies have replaced 30-second television
spots with digital, social and alternative communication advertisements.
• Internet-based marketing communications include individual web
advertisements along with interactive websites, blogs, and social media
networks. Smartphones, tablets, and text-messaging systems have created a
new landscape and nearly a new language
• Integration of media platforms: Today’s consumers spend an average of five
hours and 16 minutes in front of a screen that does not involve television.
When combined with television (which consumers watch for an additional four
hours and 31 minutes per day), the total becomes more than 10 hours per day
examining some kind of screen, whether it is a computer, tablet, mobile
phone, or television.9 Understanding the ways consumers include multiple
devices into their daily lives is important to marketers as they devise methods
to reach them
• Shift in channel power: Retailers seek to maintain channel power by
controlling shelf space and purchase data that allows them to determine which
products and brands are placed on store shelves. Through checkout scanners,
retailers know which products and brands are selling. Many retailers share the
data with suppliers and require them to ensure that store shelves remain well
stocked. The size and power of mega-retailers mean manufacturers and
suppliers have no choice but to follow their dictates. U.S. online retail
purchases have grown from $262 billion in 2013 to $370 billion in 2017.
• Increase in global competition: The Company that delivers the best value of
quality and price makes the sale, often regardless of location. Advancements in
delivery systems make it possible for purchases to arrive in a matter of days
from anywhere in the world
• Increase in brand parity: Brand parity means quality becomes less of a
concern because consumers perceive only minor differences between brands.
Consequently, other criteria —such as price, availability, or a specific
promotional deal — impact purchase decisions. The net effect becomes a
steady decline in brand loyalty.
• Emphasis on customer engagement: To build loyalty, marketers seek to
engage customers with the brand at every contact point; that is, any place
where customers interact with or acquire additional information about a firm.
Customer engagement programs often utilize digital and social media and have
become part of the total integrated marketing approach.
***The role of integrated marketing communication
The current trends have forced a shift in the mind-sets of marketing
executives. They realize that integrating all marketing communication efforts,
including the digital and social media components, is vital to success. These
are the five reasons integrated marketing works and why it is essential.
• Unifies strategy and message across channels: Effective integrated
marketing communications ensures a brand’s target audiences hear the same
message across all traditional and new media channels. Each piece of a
campaign should be driven by a single strategy that guides the creative
development process.
• Streamlines timing: An integrated approach times the release of individual
campaign components in a manner that maximizes a customer’s journey from
awareness to purchase
• Connects with multiple audiences: Most brands seek to reach multiple
audiences. An integrated approach connects brands with each audience,
simultaneously or sequentially
• Creates meaningful insights: Integrated marketing communications produce
meaningful insights across multiple channels. The marketing team measures
the impact of the individual components of a campaign and the various
channels that are featured, although these elements should be analysed within
the context of the entire campaign.
• Maximizes impact: These insights maximize the impact of a promotional
effort.
***Global integrated marketing communication (GIMC):
GIMC refers to the application of varied methods of well-organized brand
promotion to achieve optimal marketing objectives across international
borders.
Marketers can employ two different strategies for global companies.
1. Standardization, in which a company features a uniform product and
message across countries, offers one option.
2. Adaptation, results in the creation of products and marketing messages
designed for and adapted to individual countries.
*****Do read some examples from Google or book
