Problem
How to construct an effective integrated marketing communication system?
Integrated Marketing Communication (統合マーケティングコミュニケーション)
An approach to achieving the objectives of a marketing
campaign, through a well-coordinated use of different promotional methods that
are intended to reinforce each other.
Business Dictionary.com
LO#1
What are different marketing communication tools/channels?
Eight major modes or types of communication alternatives
1. Advertising
2. Sales promotion
3. Events and experiences
4. Public relations and publicity
5. Direct marketing
6. Interactive marketing
7. Word-of-mouth marketing
8. Personal selling
New media channels are Internet communication vehicles
including:
-
Websites / Blogs
- Social media –
Facebook, Twitter, YouTube (See Social Media is not (Just) a Marketing Channel)
- Email (See Less is
the new more: E-mail marketing is social and Integrating Social and E-mail
Marketing: Where to Begin)
- Mobile (See
Maximize your Digital-Marketing Mix: 10 Ways to integrate Social, Mobile and
Email)
- Search (See Search
still a powerhouse marketing channel)
- Videoconferencing
Traditional vs New media channels
LO#2
How to choose the right communication channel?
Primary Variables to Use in the Selection Process
Although other factors should certainly play into the
decision making, these three elements are excellent for narrowing down the
options:
- Company
Goals - What are the top priorities for the business to achieve?
- Brand
Awareness - the current marketplace doesn't have enough familiarity/comfort
with your brand to visit, engage or purchase from you.
- Education
- the market for your product/service needs to be created; potential
customers don't yet realize the problem they need you to solve.
- Raw
Traffic - your business is monetized with advertising and needs more
traffic/page views.
- Sales
- your business has clear market demand on the web that needs to be drawn
to your site and converted into leads/sales
- Budget
- How much do you have to spend on your marketing effort(s)?
- Very
High: in excess of $1 million
- High:
$100K - $1 million
- Moderate:
$25K - $100K
- Low:
$5K - $25K
- Tiny:
<$5K
- Available
Talent - What personnel with free bandwidth or trustworthy, outsourced
vendors do you have available?
- Strong
Dev Resources - you have technology staff ready and able to make changes
to your site to support marketing goals
- Strong
Creative Resources - you have writers/artists/brainstormers poised for
action
- Strong
Search Resources - you have search marketing talent prepared for battle
in the results
- Strong
Social Resources - you have strong online networkers set to engage the
Twit-Face-Digg-o-Sphere
A Checklist to Choose Which Internet Marketing Channel is
Right for Your Business
Marketing Research Chart: Inbound or outbound - degree of
difficulty not affecting use of effective tactics
LO#3
Integration - How to ensure a successful integration internally and externally?
- Common goal/value
- Sharing information
- Communication
These are three factors which lead projects to success combining several sources...
LO#4
When and why outsource?
When and why?
- When you do not have enough skills in certain marketing tools
- When you need more professional service
etc...
What kind of agencies are there?
1. Advertising Agency
The oldest and most common type of agency is an advertising
or ad agency; from Mad Men to the largest holding companies and agency
networks, ad agencies were the only game in town until 1996 when the first web
browser was launched. The largest ad agencies and their advertising holding
companies diversified to offer all types of marketing; the most frequent
division was and still is media planning and buying services, but now include
every other functional discipline, from branding, to internet marketing. No
question, the core service from ad agencies remains advertising. Large ad
agencies dominate TV advertising—both creative and media, along with all types
of print (magazines, newspapers), radio, outdoor, and Internet. Medium-size ad
agencies may provide similar services, but without the multinational offices,
or multiple, functional divisions. Small ad agencies typically focus on print,
but could do radio and internet. Ad agencies tend to focus on retail and
package goods clients (business-to-consumer), but will also work with
business-to-business clients that require advertising, and/or have significant
marketing budgets.
2. Media Planning/Buying Agency/Service
Often part of an advertising agency, media agencies
specialize in all aspects of strategy, research, planning, buying, and
placement of all types of media including TV, newspaper, magazines, radio,
outdoor, and online. Like other agency types, media agencies often engage in
other types of marketing, most notably, advertising development and market research.
Large media agencies are critically important to large advertisers, due to
negotiation leverage and multi-national networks.
3. Promotion Agency
The next largest portion of agencies are promotional in
focus, typically working with retail and package-goods clients for promotional
campaigns that include advertising, coupons, sweepstakes, contests, loyalty
programs, merchandising displays, packaging and related; today many promotion
agencies are hybrids that will do all other types of marketing.
4. Public Relations (PR) Agency
A variety of services encompass publicity or public
relations including media relations, investor relations, and crisis
communications. Traditional PR activities include news announcements, article
writing and placement, and press conferences or events. PR firms often engage
in event marketing, new product launches, website development, social media,
and educational initiatives. Also, advertising or marketing agencies often
provide PR services.
5. Marketing/Marketing Services Agency
As advertising has declined in importance for all but the
largest brands, many advertising agencies have evolved into marketing or
marketing services agencies, typically providing a variety of services that
could be offered by other specialist agencies listed here. Often
marketing/marketing services agencies refer to themselves as full-service
agencies and provide advertising, PR, strategy and planning, direct, Internet,
branding, photography and video, and other types of marketing. Many small and mid-size
agencies refer to themselves as marketing agencies, and not ad agencies.
6. Internet/Interactive/Digital Agency
With the growing importance of Internet marketing, social
media, e-commerce, content marketing and related, one of the fastest-growing
agency types describe themselves as one or more variations of
Internet/Interactive or Digital agencies. Such agencies will design websites,
social media networks, manage blogs, and more. In addition, further
specialization is common with Search Engine Optimization (SEO) agencies or
consultants, Paid Search or Pay-Per-Click (PPC) advertising, or applications
(Apps).
7. Direct Marketing Agency
Direct marketing agencies started as experts in direct mail,
a tactic in decline, but have reinvented themselves as experts in email,
Internet marketing, customer databases, analytics and more. Like other agency
types, direct marketing hybrid agencies are common.
8. Branding/Identity Agency
Branding or brand identity agencies are often boutique
agencies, or divisions of ad agency networks. Branding agencies provide a range
of services from logos, to brand name development, to packaging, graphic
identities, signage, and environmental design (typically retail store design).
Often branding agencies will provide marketing research in support of brand
strategy, and may engage in website design, advertising, annual reports and
more.
9. Design Agency
Often smaller agencies will position themselves as design
agencies or studios. Design agencies often perform a variety of services
including brand identity, website design, advertising, packaging, brochures and
all types of print collateral, and more. Some studios will specialize in
certain types of design, for example, annual reports.
10. Social Media Agency
One of the fastest growing agency specialties is social
media, or social media marketing. Social media agencies specialize in
creating and managing a brands social media networks. Today, the top social
media networks command most of the effort including Facebook, Twitter, YouTube,
LinkedIn, along with newer networks like Pinterest and Instagram. Beyond
profile design and implementation, social media agencies often manage blogs,
content research and development, video, and increasingly web design, and
search engine optimization.
11. Specialty Agencies
We
group all other types of marketing agencies as specialty agencies, that either
focus on a functional marketing discipline or niche market segment. Examples of
functional specialists include search optimization or paid search, packaging
and merchandising, video, or brand name development. Market or category
specialists include different ethnic marketing agencies (Hispanic, Asian,
etc.), cause marketing, healthcare marketing, and software marketing. The
sponsor of this guide, Amalgamated Marketing, is a network of specialty
agencies.
11 types of market agencies
URL: http://www.amalgamatedmarketing.com/11-types-of-marketing-agencies
Comparison of "THE BIG 5" Market agencies
Marketing Pilgrim
URL: http://www.marketingpilgrim.com/2010/03/forrester-predicts-the-interactive-agency-of-record-will-die.html
