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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