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Marketing Communication - Coggle Diagram
Marketing Communication
GUIDING PRINCPLES OF IMC
Budget
Alignment-marketing channel fit ur budget
Customer
Alignment-Channels customer active (fb, ig, tiktok)
Brand
Alignment- Have the same brand perception (watch + TIME magazine)
KEY CHALLENGES IN SHORT & LONG TERM
The
changing structure of the advertising
industry
The c
hanging structure of the tourism and hospitality
industry
The
emergence of new markets and the conflicts
that might arise in mature markets
Climate change
and how marketing communications will be affected
The
changing media environment
ELEMENTS OF LONG TERM MARKETING
Marketing Passenger Transport
Demand Estimation
Finding ways to
reduce marketing costs
Building
corporate product and brand strengths
Relationship
marketing
Strategic
linkages
PROBLEMS WITH USER-GENERATED CONTENT (UGC)
Internet allows for the
presentation of information from a very wide range of sources
to be posted and thus messages are communicated that can come from a very wide diversity of perspectives which is
unfiltered
, or
varying degrees of authority
risk that people could be
overwhelmed by the choice
, assume that all information is of
equal value
in terms of objectivity or accuracy, or simply discover only one perspective out of the competing, multiple viewpoints
users can create a
superficial and often false impression
of political, cultural or other issues within a destination
mass of information created for open access over the Internet makes
regulation and control almost impossible
lack of control and often the lack of informed, insider or detailed knowledge
about the issues in different countries which hamper the
trustworthiness
of some information
STANDARDISATION STRATEGIES
Product Strategies Decision
Communication adaption
-take same product n communicate differently to open new market segment
Product Adaption
-slight change to meet local condition
Straight Extension
-resort in advanced Mediterranean=standardized product offer
Dual adaptation
-change in both product and market/communication (rapid changes in trends within key developed markets are identified alongside social and cultural, lifestyle trends)
Product Invention
-diversify completely and develop new product to meet needs of new market (
PRODUCT FORMULATION DECISIONS
Service
Quality
Range
Brand Name
Features And Benefits
DIRECTIONS OF ADVERTISING MESSAGES
Public Relation (PR)
greater fragmentation
in terms of use of media
channels
growth in pull strategies
(to drive consumers
towards certain actions)
greater interactivity
in advertising messages
increase in use of
personal endorsement
(by
celebrities or ‘ordinary’ users)
more
innovative media strategies
COMPONENTS OF PASSENGER TRANSPORT PACKAGES
Image and positioning
of transport service providers
Contact
with staff and their roles in contact with customers
Ease
of ticketing and booking arrangements
Passenger handling
at terminals and car parks
Ambience, seating, comfort, and any services
offered during the travel
Type
of vehicle in use, its
design
and
performance
(comfort, speed)
Price
offered as compared to competitors for the same routes
Service availability and convenience
(showing offered routes, timetables and capacity)
STEPS IN FORMULATING AN INTEGRATED MARKETING COMMUNICATIONS STRATEGY
Execution
- execute marketing strategy, measure success, modify approach, get free press
Define
Success Metrics
- go for higher degree engagement (awareness, consideration, decision, adoption, advocacy)
Define
Branding Elements
-basic level (consistent look and feel across offline n online marketing materials), deeper level (core identity-people recognize u as), iPhone (cutting-edge, user friendly techno)
Define Unique Selling Proposition (USP)
- reflect message brand clearly, communication channel (PR, sales, Content Marketing)
Understand Target Audience
Determine
Marketing Communications Mix
- combination channels, 2-3 marketing strategies (online advertising on AdWords, Facebook, etc., offline advertising on print media, billboards or TV, direct marketing, personal selling, events, etc)
IMC SOLUTION - ESSENTIAL TARGETS TO MARKET CUSTOMERS' TRAVEL SERVICES
developing
awareness
among potential stakeholders/partners worldwide
enhancing “searchability” (progressing SEO) of the partner’s web page
over search engines
attracting
additional highly targeted traffic (direct and from SE) to partner’s website
growing overall internet reputation
of the travel business/facility/destination
PROCESSES FOR ACHIEVING SUCCESSFUL ADVERTISING CAMPAIGNS
6 Stage (Morgan & Pritchard, 2001)
Awareness
Comprehension
Acceptance
Preferences
Purchase
Reinforcement
EMERGING TECHNOLOGIES - MOST IMPORTANT TECHNOLOGY SOLUTIONS
Augmented Reality
Internet of Things (IoT)
- integrating sensors connected to the Internet inside items like cars, suitcases, buildings, and more
Mobile Technology
Virtual Assistants
- Siri and Alexa (hotel - help)
Big Data
5G