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Integrated Marketing Communications

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Dr Kelly Costa
Dr Kelly Costa

This document outlines Kelly Costa's research on using integrated marketing communications strategies for brand engagement. It discusses using strategies for brand awareness, engagement, and value co-creation. Integrated marketing communications combines various marketing channels like social media, events, and traditional advertising into a comprehensive plan. The goal is to provide consistent branding messages and engage customers as loyal brand advocates and co-creators of value.

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Kelly Costa Integrated Marketing Communications Strategies for Brand Engagement PhD Candidate Faculty of Business & Law
OUTLINE ? Using Integrated Marketing Communications Strategies for the following purposes: 1 - Brand Awareness 2 - Brand Engagement 3 - Value Co-Creation ? Integrated Marketing Communications Strategies: marketing communications plan
Swinburne ? Vision ? Mission ? Goals ? Plans ? But you need a Competitive Advantage MARKETING STRATEGY
SwinburneMARKET SEGMENTATION Four Major Categories: ? Demographic ? Geographic ? Behavioural ? Psychographic
SwinburneDIFFERENTIATION We are a group of young leaders, seeking to bring about positive change in the local and wider community. Our members are aged under 40 and are from a wide range of backgrounds. http://www.rcmelpark.com Rotary Club of Melbourne Park
SwinburneDIFERENTIATION 1 - Look to Yourself 2 - Listen to your Customers
Swinburne Products live on shelves, brands live in peoples minds. David Ogilvy 1 C BRAND AWARENESS
Swinburne2 C BRAND ENGAGEMENT Recruiting and Transforming Customers ? Loyal Customers ? Advocates and ? Co-creators of value !!!
Swinburne The practice of developing systems, products or services through collaboration with customers, managers, employees and other company stakeholders. 3 - VALUE CO-CREATION Prahalad & Ramaswamy, 2004 V Ramaswamy, F Gouillart - 2010
Swinburne Welcome to Social Media Communications Start a Dialogue!!! 2 C BRAND ENGAGEMENT
Swinburne SOCIAL MEDIA http://www.youtube.com/watch?v=ZQzsQkMFgHE A group of Internet-based applications that: ? ? build on the ideological and technological foundations of Web 2.0; ? ? allow the creation and exchange of user- generated content Kaplan & Haenlein, 2010
SwinburneSocial Media Communications Some Tips ? Identify the focus of each social media channel; ? Publish relevant and useful content; ? Use accessible language; ? Use active voice; ? Be objective; ? Proof read before you publish.
Swinburne Social Media Communications Some Tips (Cont.) ? Use headings; ? Mention benefits; ? Use an engaging tone; ? Support the given information with a link; ? Share stories; ? Ask members to participate in the conversation. Remember to Manage Risks!!!
SwinburneINTEGRATED MARKETING COMMUNICATIONS Kliatchko, 2005 IMC manages audience-focused, channel-centred, and results-driven brand communication programmes over time.
SwinburneMARKETING COMMUNICATIONS PLAN a comprehensive plan that evaluates the roles of a variety of communications and combines them to provide clarity, consistency through the integration of messages. Jobber & Lancaster, 2012
Swinburne Traditional Marketing WOM Events Pamphlets Adhesives Newspapers Digital Marketing E-mail - disruptive Pop Up - disruptive Website Social Media MARKETING COMMUNICATIONS PLAN
Swinburne http://www.youtube.com/watch?v=yRhq-yO1KN8
Kelly Costa THANK YOU PhD Candidate Faculty of Business & Law E-Mail: kcostadonascimento@swin.edu.au LinkedIn: CostaKelly ݺߣshare: CostaKelly

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Integrated Marketing Communications

Editor's Notes

  1. Who I am Academic Experience and Practical ExperienceMy PhD title: Best Practices in Social Media Communications for Value Co-creation
  2. 1 Level C Corporate / 2 Level - Business / 3 Level - MarketingCompetitiveadavantage: A superiority gained by an?organization?when it can?provide?the?same?value?as?its?competitors?but at a?lower?price, or can?charge?higher?prices?by?providing?greater value through?differentiation.??http://www.businessdictionary.com/definition/competitive-advantage.html#ixzz2NxVBC7RF
  3. Strengths: strong brand reputation ; sinergy with other Rotary clubs, share resources, people, emulate eventsWeaknesses: lack of resources C relies on volunteeringOpportunities: social media, digital marketing, new target market marketThreats: competitors - check ohter charities movements,emulate them and do better work than them.
  4. Advertising C Promotional Mix (advertising, PR, Events, panflets, adeshives, outdoors..)Brand Presence: logo (Physical aspect) C presence: online and offlineBrand Image: brand Recall (Physicological aspect) : brand reputation We dont engage with whom we dont know
  5. Advocate: use their influence to influence others via wom.Co-creator; helps you to improve the organisations with ideas, suggestions, collaboration,
  6. Examples: Offline Business: Subway sandwichesOnline Businesses:Shoes of Prey: the clients design their own shoes C online store in SidneyCamiseteria; the clients design the illustrations on their own t-shirts C online store in BrazilIt segment: the clients work with the organisation to build a IT solution
  7. Characteristics:Democratic: internet connection?Dialogue: real time communications C asynchronous or synchornouscommunicatios, ofthen requires faster responses?Collaboration: - sharing same interests?Convenient:- whatever time / local Viral: Normally requires faster responses
  8. Social media is less costly and interactive. Its a new customer touch point, free channel to communicate. Get influencers to gather social influence inside the network.This is your promotional mix: PR, publicity, advertising,