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