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Integrated marketing communication campaign

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TAPMI School of Business
TAPMI School of Business

This document discusses integrated marketing communication campaigns and current trends in marketing. It provides an overview of how integrated marketing offers a holistic approach, increases impact for each dollar spent by creating experiences for users, and allows more control over how consumers engage with the brand across channels. Key trends that brands are capitalizing on include using mobile and social media, geo-location data, group buying, and barcode scanning. An example is provided of how Starbucks uses various social media platforms as part of its integrated marketing plan to engage customers. The conclusion emphasizes setting clear goals, consistency of messaging, and using technology to communicate internally and with customers.

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INTEGRATED MARKETING COMMUNICATION CAMPAIGN PRESENTED BYSAURABH CHANDRA SRIVASTAVA VINAY BIHARI
INTRODUCTION Businesses need to find a way to grow their businesses, build their brands and increase brand awareness, while abiding by corporate guidelines and practices. Using an integrated marketing communication strategy is a great way for a brand to specifically focus on local customers and operate under the greater umbrella of the corporate parent.
Integrated marketing communication campaign
This approach offers: A holistic approach to communications marketing. More bang for your buck, by creating a user experience. Integrated marketing communications plans increase the chance that consumers will reach you the way you want them to (more control).
TODAYS TREND Mobile Devices Smart phone use is on the rise. Smart phones are quickly becoming a more important tool to use to connect and engage with customers. Consumers are also using mobile apps to order food, find nearby restaurants, add value to prepaid cards (i.e. Starbucks), and/or discover the flavor of the day. Restaurant reservation platform OpenTable today reported quarterly earnings of $52.3 million and used the day to put out some other news: the company has acquired Ness Computing, makers of the personalized restaurant recommendations app Ness.
Geo location Customers are using technology and mobile devices to announce location to social networks (i.e. SCVNGR, Facebook Places, Foursquare, Gowalla). Businesses are capitalizing on this by linking the check-ins to coupons and deal savings, encouraging fans to announce their locations, and ultimately, become customers.
Group Buying Group buying sites, such as Groupon, have changed consumer buying behavior, by forcing consumers to cooperate in order to receive the discount. Group buying allows for companies to drive purchase behavior and expand their customer bases. Participating businesses have experienced increased traffic as a result of flash sales, especially when linked with product reviews.
Barcode Scanning Mobile devices allow the consumer the opportunity to scan bar codes (QR codes) to get product reviews, complementary offerings, compare prices across distributors and track product availability. Businesses can use this knowledge to communicate transparency regarding price, product and service quality.
INTEGRATED MARKETING:RESOURCES
INTEGRATED MARKETING CAMPAIGN Integrated marketing campaigns (IMC) combine new, and traditional media marketing tools and tactics to connect with consumers across multiple platforms. The goal of an IMC is to integrate brand messaging across channels (messages are not platform-specific), and to increase market and brand awareness, eventually resulting in financial benefits.
EXAMPLE OF IMC CAMPAIGN
Starbucks uses an integrated marketing plan based on social media implementation with several working parts; keeps customers involved and informed. Blogs: improve the customer in-store experience by launching Mystarbucks-idea.com to learn from customers and employees what they liked and did not like, and what Starbucks could be doing betterreached 100,000 ideas.
Twitter: answer questions, share information, listen to consumers. YouTube: share commercials, and informational videos about volunteer efforts and ingredients. Facebook: invite fans to Starbucks events, share comments, post pictures and communicate.
EVENTS
Uses integrated campaigns to increase customer satisfaction and loyalty, prioritize internal stakeholders, and spread commitment to sustainable projects.
BILLBOARD
MOBILE
CONCLUSION When implementing an integrated marketing communication plan remember to keep in mind the following: Campaign goal(s) must be communicated, and understood throughout the company and across departments in order to be successful. Actively work to keep communications cohesive and consistent; use technology to keep all employees on the same page and communicate with customers with the correct, clear message. Consider private branded communities, use new Facebook features Questions and Private Groups to delve deeper into the minds of the customer.
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Integrated marketing communication campaign

  • 1. INTEGRATED MARKETING COMMUNICATION CAMPAIGN PRESENTED BYSAURABH CHANDRA SRIVASTAVA VINAY BIHARI
  • 2. INTRODUCTION Businesses need to find a way to grow their businesses, build their brands and increase brand awareness, while abiding by corporate guidelines and practices. Using an integrated marketing communication strategy is a great way for a brand to specifically focus on local customers and operate under the greater umbrella of the corporate parent.
  • 4. This approach offers: A holistic approach to communications marketing. More bang for your buck, by creating a user experience. Integrated marketing communications plans increase the chance that consumers will reach you the way you want them to (more control).
  • 5. TODAYS TREND Mobile Devices Smart phone use is on the rise. Smart phones are quickly becoming a more important tool to use to connect and engage with customers. Consumers are also using mobile apps to order food, find nearby restaurants, add value to prepaid cards (i.e. Starbucks), and/or discover the flavor of the day. Restaurant reservation platform OpenTable today reported quarterly earnings of $52.3 million and used the day to put out some other news: the company has acquired Ness Computing, makers of the personalized restaurant recommendations app Ness.
  • 6. Geo location Customers are using technology and mobile devices to announce location to social networks (i.e. SCVNGR, Facebook Places, Foursquare, Gowalla). Businesses are capitalizing on this by linking the check-ins to coupons and deal savings, encouraging fans to announce their locations, and ultimately, become customers.
  • 7. Group Buying Group buying sites, such as Groupon, have changed consumer buying behavior, by forcing consumers to cooperate in order to receive the discount. Group buying allows for companies to drive purchase behavior and expand their customer bases. Participating businesses have experienced increased traffic as a result of flash sales, especially when linked with product reviews.
  • 8. Barcode Scanning Mobile devices allow the consumer the opportunity to scan bar codes (QR codes) to get product reviews, complementary offerings, compare prices across distributors and track product availability. Businesses can use this knowledge to communicate transparency regarding price, product and service quality.
  • 10. INTEGRATED MARKETING CAMPAIGN Integrated marketing campaigns (IMC) combine new, and traditional media marketing tools and tactics to connect with consumers across multiple platforms. The goal of an IMC is to integrate brand messaging across channels (messages are not platform-specific), and to increase market and brand awareness, eventually resulting in financial benefits.
  • 11. EXAMPLE OF IMC CAMPAIGN
  • 12. Starbucks uses an integrated marketing plan based on social media implementation with several working parts; keeps customers involved and informed. Blogs: improve the customer in-store experience by launching Mystarbucks-idea.com to learn from customers and employees what they liked and did not like, and what Starbucks could be doing betterreached 100,000 ideas.
  • 13. Twitter: answer questions, share information, listen to consumers. YouTube: share commercials, and informational videos about volunteer efforts and ingredients. Facebook: invite fans to Starbucks events, share comments, post pictures and communicate.
  • 15. Uses integrated campaigns to increase customer satisfaction and loyalty, prioritize internal stakeholders, and spread commitment to sustainable projects.
  • 18. CONCLUSION When implementing an integrated marketing communication plan remember to keep in mind the following: Campaign goal(s) must be communicated, and understood throughout the company and across departments in order to be successful. Actively work to keep communications cohesive and consistent; use technology to keep all employees on the same page and communicate with customers with the correct, clear message. Consider private branded communities, use new Facebook features Questions and Private Groups to delve deeper into the minds of the customer.