TRIGGER 2

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

URL: http://www.businessdictionary.com/definition/integrated-marketing-communications-IMC.html

 





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

(Kotler and Keller)

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

URL: http://masterful-marketing.com/marketing-channel-strategy/

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

URL: https://moz.com/blog/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? 

1. Common goal/value
2. Sharing information
3. 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