Value + Market Communications (Within Communications ( Source: creates a…
Value + Market Communications
What are Market Communications?
"Marketing communications is a management process through which an
organisation attempts to engage w/ its various audiences"
"By understanding an audience's communications environment, organisations seek to present messages for its identified stakeholder groups, before evaluating + acting upon any responses"
"By conveying messages that are of significant value, audiences are encouraged to offer attitudinal + behavioural responses" [Fill, 2013]
Relates to brand - how you want ppl to feel towards your products in the long term
What we want them to do as a result of this
creates a message, which is
[written down]. Must choose language carefully in terms of key words/messages, + make sure not to give too many complex or incoherent messages
Message may also be in images - they're v. powerful. Also sounds, smells etc; it isn't all about words
through a huge range of media + whoever reads it
it. However, it's unlikely that the customer will always receive the exact message that the source wanted them to.This can cause problems if someone is offended; often happens in international marketing w/ translation + interpretation errors
Customers aren't always active
- there are lots of competing brands + other important things in their lives
Noise in the communications environment can come from different areas, such as skipping through/leaving the room when adverts come on
: could be sales, social media mentions, analyctics [e.g cookies online]. Ideal feedback is a call-to-action: requires customer to do something rather than be a passive engager
All this happens within the context of
lots of distractions
Even just walking round there are environmental effects: if we're talking to someone we won't notice a billboard
Integrated Marketing Communications
IMC is the system by which companies
their marketing communications tools to deliver clear, consistent, credible + competitive messages about the organisation + its products [Jobber + Fahy 2004
Operates v similarly to channels: can be conflicts + overlapping messages
Want them to fulfil a specific purpose
Customers are more likely to understand a single message, delivered through various sources, rather than try to understand a series of different messages
Aims to harmonise the message conveyed through each of the promotional tools, so audiences receive a consistent set of meanings
More cost-effective for organisations to send a single message using a limited number of resources
The Marketing Communications Plan
Who should receive the messages?
What should the messages say?
How are the messages to be delivered?
What image of the brand are the receivers expected to obtain?
How much is to be spent?
What action should the receivers take?
How to control the whole process once implemented?
What was achieved?
What is 'Value'?
Value can be expressed in 2 ways:
'doing things right' [an internal effect]. Helps us save money, do better things w/ our resources etc
'doing the right things' [external effect]. Makes sure we're appropriate to our audience
Relates to all parts of the marketing mix
: External benefit to the customer is that it meets a need. Businesses benefit bc giving the right product to the right customer minimises waste in the organisation. Want to put money into products that will make a good margin
Value to customer from a negotiation strategy, for example, is that they get power + sometimes a better price. Sellers benefit from a skimming strategy bc they get the max amount of profit possible
Intensive Distribution strategy adds value to customers bc it provides proximity + convenience. A good place strategy benefits an organisation bc it helps them reach new customers [amplification effect] gives them an opportunity to grow their market
The Importance of IMC for Marketers
Becoming more important today than ever before bc of the digital world. We now have infinite possibilities for marketing + therefore lots of chances for messages to be confused
Boosts Brand Awareness:
Interacting w/ customers in a consistent manner builds loyalty, reinforces messaging + makes the customer feel confident in who you are + what you stand for
Consistent messaging saves money; e.g images can be created once and used across multiple channels. Can also save money on agency fees by working w/ one expert provider
Consistency helps teams work together, saves wasted time/effort, helps streamline processes. Less risk of confusion between departments
Experts say the average customer needs to hear the message 7 times for it to get through - repeating the same message in a variety of different ways increases the chances of it being understood
Customers have different preferences in terms of how they want to be contacted - by having an integrated approach can be confident they'll receive the same message no matter what channel they prefer to use
EXAMPLE of an IMC Campaign
"Like a Girl"
Feminine care brand
wanted to support girls transitioning to be young women
Developed an IMC to turn the phrase "like a girl" into a phrase of empowerment
Campaign uses TV, social media + print, but its centrepiece is the "like a girl" video created by a documentary filmmaker
Campaign won D&AD awards across 8 categories + generated global awareness
Film had more than 85 million views on YouTube from more than 150 countries