IMC & Social Media

Md. Iftekharul Amin

Associate Professor
miamin@iba-du.edu
Key to sustainable profit in business
 What exactly is a ‘Brand’?
Day before Yesterday
Brand was
 A name, term, sign or symbol that
 Identified &
 Differentiated
the products of one seller from those of another
Yesterday
A brand was a bundle of benefits

Today
A brand is more than a product … It is an

EXPERIENCE
 A BRAND IS MORE THAN A PRODUCT.
COMPANIES MAKE PRODUCTS BUT SELL
BRANDS.

The main purpose of branding is to get more

people to buy more stuff
for more years at a value price.
 So, business organizations want -

a sustainable profitable relationship with the

customer
 The Role of IMC in Branding
 Brand identity is a combination of
 Name
 Logo
IMC plays a major role in
 Symbols developing and sustaining
 Design brand identity and equity
 Packaging
 Performance
 Image or associations
 Marketing and IMC

Marketing, as we all know is creating and retaining

consumers/customers.
IMC is a process for managing the customer relationship that
drive brand value.
It is a cross-functional process for
1.creating and nourish­ing profitable relationships with
customers and other stakeholders
2.by strategically controlling or influencing all messages sent to
these groups and
3.encouraging data-driven, purposeful dialogue with them.
 Feedback and Interactivity
 Purposeful dialogue
 Mutually beneficial for the customer and the company
 Five R’s
 Resource: ease of contact, ease of solution
 Recognition: personal recognition
 Responsiveness
 Respect
 Reinforce
Too many choices too little a time, same quality
brands

Unless its remarkable

We communicate to change the behavior
of our consumers
We Face Different Challenges to Communicate
 Growing Importance of IMC
 Strategic integration of communications functions
 Avoids duplication
 Synergy among promotional tools
 More efficient and effective marketing
 Rapidly changing environment
 Consumers
 Technology
 Media
 Behind the Growing Importance of IMC

From Toward
Media
Mediaadvertising
advertising Multiple
Multipleforms
formsof
ofcommunication
communication

Mass
Massmedia
media Specialized
Specializedmedia
media

Manufacturer
Manufacturerdominance
dominance Retailer
Retailerdominance
dominance

General
Generalfocus
focus Data-based
Data-basedmarketing
marketing

Limited
LimitedInternet
Internetavailability
availability Widespread
WidespreadInternet
Internetavailability
availability

Traditional
Traditionalcompensation
compensation Performance-based
Performance-basedcompensation
compensation
 The Disintegration & Integration of Marketing
(dates are approximations)

Up to 1940s Sales

1950s Sales Marketing

1960s Product/brand Marketing

management services

1970s Advertisin Sales Event Direct Marketin

g promotion sponsorship response g
public
relations
2000s Integration
Focus on Brand Positioning
 WHAT NEEDS TO BE INTEGRATED ?

Customers
Business
Employees partners

Corporate mission

Corporate Corporate Databases

culture learning
Traditional Marketing Approach

Special Sales
Point of promotion
Interactive events
purchase
marketing

Media
Packaging
Adver-
Public tising
relations
Publicity
Direct Direct
marketing response
Contemporary IMC Approach
Sales Direct
Packaging
promotion response

Point of Media
purchase Advertising Public
relations
Publicity

Interactive
marketing Direct
Special
marketing
events
IMC requires …
 Nothing begins in IMC if you don’t have a great
‘Consumer Insight’

 Consumers are driving the trend

 They view brands as a form of
self-expression
 They know more about brands and the
companies that make them
 Cynicism about corporations is at an
all-time high
 They seek and share information with other
consumers via the Internet
 BRAND POSITIONING
3i Model adapted from Marketing 3.0 by Philip Kotler

i
Brand ntegrity

Positioning Differentiation

Br
3i

ge
an

ma
i d

i
de

d
Brand
nti

an
Br
ty

Brand Identity: positioning the brand in the minds of the consumers

Brand Integrity: fulfilling what is claimed through the positioning and differentiation
Brand Image: Acquiring a strong share of the consumers’ emotions
 RECAP: WHY IMC?
• Most of the added value that comes from an effective
brand strategy and accumulates as brand equity is
driven by IMC.

“IMC builds the relationships that build brands”

 The Message
 Everything communicates
 Brand messages:
 All the messages customers and other stakeholders
receive from and about a brand.
 Combination of content elements – words, sounds,
illustrations, actions, symbols, or objects
 How they are applied and arranged is the structure of
the message
 The IMC Message Typology

Product Planned

Brand

Service Unplanned
 Persuasion:
Hierarchy-of-Effects-Models

Persuasion is the act of creating changes in beliefs, attitudes,

and behaviors.
A classic persuasion model is AIDA.

A = Attention
I = Interest
D = Desire
A = Action
Think Feel/Do Model
The Response Wheel
 Four paths to a Brand Decision
Type of decision
Route Products
process
Cars, new products, high
Cognitive processing Think/ feel/ do
involvement products
Snacks, beverages,
Experiential processing:
Do/ feel/ think cigarettes, small household
impulse
items
Experiential processing: Restaurants, sporting
Feel/ do/ think
experiences events, trade shows
B2B supplies, routine
Repeat/ habit
Do/ think/ feel purchases, repeat purchases
processing
leading to brand loyalty
 IMC Planning
How Planning Works?

Three critical tasks in planning:

 Setting measurable objectives

 Deciding on strategies

 Choosing tactics
 Selecting the most relevant MC mix to help achieve
objectives
 Objective: “Increase belief of brand claims by 15%” –

publicity
 Objective: “Increase trial by 25%” – sales promotion

 The hard part of planning:

 Deciding how best to mix the various MC functions for

maximum efficiency and impact

 A major problem “One IMC tool dominates simply out

of tradition” – i.e. Mass media advertising
 Creating of seeing the ‘Big Idea’
 Provides a single focus to all MC efforts

 Frutika- একটু বেশীই পিওর

 Gives direction to both message design and

delivery
 Must be reflected in the executions

 Must be carefully managed, otherwise a variety

of unrelated ideas may be produced

 There should be a fit between brands and

offers
Companies use a combination of methods to determine how
much MC money they will need, such as:
 Percentage-of-sales: sales forecast and an arbitrary % of
that forecast
 Objective and task: what tasks need to be done and
estimate the cost of each task
 Share-of-category spending: should be fairly close to its
market share
 Return on investment (ROI): by doing marginal analysis
 Coordinating the timing between marketing, production,
and sales is important.
 Time and coordination go together, and are critical
elements of integration.
 There is no magic formula for timing MC programs

Since MC causes and effects are constantly changing and are

different for each category, the only way to know whether
or not something will work is to try it.
 Test the level of media spending: How much spending is too much?
How much is too little?
 A campaign is evaluated based on how well it met its objectives.
 Research is done to determine is there is a change in awareness or
perception
 Consistency
IMC planners focus their attention on two types of consistency:
 One-voice, one-look

 Most elementary level of consistency

 Same appearance and feel in all MC functions

 All the media message reinforce one another

 Strategic consistency

 Core values: Corporate mission, culture

 Brand identity and position: Product/service performance

 Brand image and personality: Creative strategy and

executions
 Media Overview
In IMC, media menu refers to all the communication vehicles
available to the consumer as well as the marketer.
How brands choose to connect with prospects and customers
can influence a brand’s image.
Media is plural referring to all carriers of data and information.
Medium is singular and refers to one media type.
There are four basic types of media:
 Print

 Broadcast

 Interactive

 Out-of-home
 Media Classifications
Way to classify media include:
 Level of inclusiveness

 Audience orientation

Most mass media guarantee only the opportunity for a large

audience to be exposed to a brand.
Communication vehicles are specific publications, networks,
channels, stations, and programs that make up a medium.
Media Classification Levels
 Media Plan Questions
That Must Be Answered
 Media Integration
Media plans can be integrated into many different
areas of a company’s operations:
 Overall marketing plan

 Creative planning

 Business model

The decisions made in a media plan are as much an

art as a science.
 Media Scheduling

Three commonly used scheduling strategies

are called:
 Flighting

 Continuous scheduling

 Pulsing
 Examples of
Media Scheduling Strategies
 Media Mix
Determining a media mix involves two basic
decisions:
 Which media to use?

 How much of each?

The media mix should be driven by the

media and marketing objectives.
 Factors Affecting the
Promotional Mix
Nature
Nature of
of Product
Product

Stage
Stage in
in PLC
PLC

Target
Target Market
Market Factors
Factors

Factors
Factors Type
Type of
of Buying
Buying Decision
Decision
Affecting
Affecting
Choice
Choice of
of Promotion
Promotion Funds
Funds
Promotional
Promotional Mix
Mix
Push
Push or
or Pull
Pull Strategy
Strategy
46
 Product Life Cycle and the
Promotional Mix
Maturity
Sales ($)

Decline
Introduction Growth

Time
Light Heavy use of Advertising, Ads decrease. AD/PR
Advertising, advertising, PR, Brand Sales decrease
pre- PR for loyalty Promotion, Limited
Sales
introduction awareness; Personal Personal Selling
Promotion,
Publicity sales Selling for Reminder & Personal
promotion distribution Persuasive Selling for
for trial distribution
47
What makes a communication
effective?

48
If it separates the product or brand from the competition in
the mind of the consumer i.e. differentiates
 What is Social media?

photo credit: dbarefoot

Social Media
 Consumer generated media that is designed to be
shared. Sharing means that, it is easy to comment on, it
is easy to send, there are no costs associated with
viewing the media, and last but not the least, it is always
available.
 Social media enables people to share information with
friends and colleges using the Internet
 Social Media
 Social Media is NOT
A fad
A replacement for traditional advertising
The first step
The magic bullet
FREE
All about YOU 
 BUT,
Social Media is 
  A big deal
Going where your customers already are or where they want to be
Applicable to most companies in some way or another
All about THEM
 Marketing and Social Media
 What role should it play in your marketing?
 Provide an identity to who we are and the products or
services that we offer.
 Create relationships using social media with people
who might not otherwise know about our products or
service or what our companies represent.
 Share personality with them.
 Associate with peers, that may be serving the same
target market.
 Communicate and provide the interaction that
consumers look for.
 Provides contents which can be used during
communication strategy
 Marketing and Social Media
 How can it relate to the overall
marketing mix?

 Must integrate it with other vehicles of marketing.

 There are no written "right" or "wrong" rules
when it comes to social media, only you can
determine what will work for a specific company.
 Be consistent, if one does not plan on being
consistent don't do it at all - it's a waste of
everyone's time.
 Marketing and Social Media
 How is it used at present?
 Considered as the Big Data
 Build product and brand awareness
 Develop and nurture relationships
 Maintain and enhance reputation
 Increase traffic to a website
 Create buzz about a company, product, or person
 Learn what customers, fans, and supporters want
 Generate leads
 Connect people to offline events
The Asian Market
 Follow RACE Model to Win in Social Media

Key digital strategies: How can we grow our business?

REACH ACT CONVERT ENGAGE
Prospect & customers Achieve interaction To lead or sale Through time

Marketplace analysis: How well we are using digital media now?

Audience & Competitor Online Partner Own Digital
Customer Analysis Benchmarking Analysis Marketing Review

Objective setting: Which goal & KPIs should we use?

Mission & Vision Setting Goal, KPIs and Web Analytics

Strategy: How can we achieve our goals?

Integrated
Segmentation Positioning & Engagement &
Communication
& Targeting Value Proposition Content Strategy
Strategy
Key digital strategies: Act &
Convert
Key digital strategies: Engage

Highlighting
photos break
up the visual
spacing of
your timeline
 Key digital strategies: Engage
USING PHOTOS TO SPARK ENGAGEMENT

Don’t Forget to put Cover Photo

For Your Fan
Key digital strategies: Engage

More Like and

Comment
indicates high
consumer
engagement
 Key digital strategies: Engage

Provide Polls. This give your fans the freedom

on commenting!
Key digital strategies: Engage
SHARE POST FROM OTHER PAGES
Key digital strategies: Engage
POST QUESTIONS

Comment Rate more than doubles!

 Key digital strategies: Engage
POST SHORT UPDATES

Less than 80 character is

best
 Key digital strategies: Engage

In Bangladesh, highest
engagement ratio of a post
happen if uploaded around
9 pm!!
THANK YOU

END