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How to use the DRIP model? [Communications strategy Planning]

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The DRIP model is used to support marketing communication planning. It stands for Differentiate, Reinforce, Inform and Persuade.

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The World Wide Web as we know it began close to 25 years ago with the introduction of the Mosaic web browser in 1993. Back then, planning and executing a comprehensive marketing campaign was relatively simple. The typical agency was much more like the world of Mad Men than what it is today - a world dominated by data and digital. Today, the choices facing strategic marketing planners, creatives and media planners have exploded. (Media planning? We don't even call it that now...in a world where everything is media, we call it channel planning.)

The following represents the typical options under consideration when creating a campaign in 1992 versus 2018. It's a gross understatement to say that a lot has changed in 25 years.

How marketers can be successful in a fragmented media environment

As marketers, we are all too aware of the media revolution. But what to do about it is another story. If we don't step back and take a careful look at what's happening, it becomes very easy to become reactive and put our marketing efforts in the wrong places - or miss opportunities to put time, energy and budgets where we should.

Here are 10 things to consider, to help keep your bearings and set a strategically steady course in today's fragmented media environment.

1 Inventory your owned and earned assets

Connecting with your audience means placing engaging content at every relevant touchpoint. To be smart about it, you must employ (and deploy) every possible owned and earned communication vehicle (as a side benefit, you may be able to reduce the amount of media spend allocated to paid channels if you're strategic with your owned and earned media). This provides more benefit than just shifting the emphasis to "free" media (which is a misnomer-see number 3). People typically engage with and trust paid advertising much less than other vehicles that rely on user-generated content, so by engaging in and with UGC, you actually create more credibility. Earned vehicles like social media and product reviews are the new word-of-mouth-the perennial number-one source of new customers since the dawn of marketing.

The first step in putting owned and earned assets to work is taking stock of what you have. Make an inventory of all your organization's owned and earned communication channels so that whenever you start a new effort you are prepared to consider how it may compliment, or even replace, paid media. Keep the inventory list handy and refer to it for each new campaign or program you undertake.

2 Know your target audience

This goes hand-in-hand with number 1. Target audiences are no longer definable in simple demographic terms - they must be understood on psychographic and behavioral levels. Sophisticated segmentation models may be beyond the reach of some marketers, but there are other relatively affordable tools to gain a deep understanding of target audiences.

Some of those tools include MRI, Nielsen, Iconoculture and comScore. Monitor what people are saying about your brand in social media with tools like Hootsuite, Social Mention or others. Read what people are saying about your brand on Facebook, Twitter and in Amazon reviews. These research tools, however, are not a replacement for getting out from behind your desk and talking to or observing your audiences firsthand.

Know their interests, hobbies and work and play activities; learn how they like to consume and engage with content; see what digital devices and social networks they use; and find out how and where they shop or otherwise make decisions about buying products or services in your category. Knowing the channels they are most likely to use will help you engage them where they are, rather than hoping they will come to you or pay attention to your pushed marketing messages.

3 Shift budget from paid media to owned and earned content

This is a hard pill for many marketers to swallow. The traditional thinking is to minimize production costs and maximize paid media expenditure (sometimes called "working dollars"). Remember that, generally speaking, people are not consuming less traditional media, they are consuming much more media in many more forms - often simultaneously. The best answer would be to spend just as much as always on traditional (paid) media, and add owned and earned channels on top of that. Unfortunately, most marketing budgets are not increasing at a rate to make that possible.

The alternative to spending more is borrowing from Peter to pay Paul. If you need to spend more time and money to do an effective job in more places and to produce a more diverse range of communication elements, the resources must come from somewhere. If you need to pay your agency or hire staff to produce more content for more channels, it may mean spending less on paid media.

As media options continue to grow exponentially, advertisers can expect to see the percentage of their total budgets spent on working dollars to shrink while the percent paid to agencies or marketing staff for content development to rise. This is a 30-year trend, but it has been greatly accelerated by the continued explosion of media options. It should be obvious that producing 10 elements for a campaign is less expensive than producing 100 elements. But that's only the beginning.

4 Move away from "one-to-many" and toward "one-to-one"

With consumers employing more ad-blocking technology by the day and distrust of traditional advertising on the rise, brands must move toward making more personalized, one-to-one connections with audiences, and use that kind of strategy to make decisions about which marketing tactics to employ.

Tactics that lean more toward personalization include:

Email (by understanding the recipient's communication preferences as well as your relationship with the individual and crafting messages accordingly)

Retargeting (by understanding what people did on your website and serving up appropriate ads elsewhere)

Paid search marketing (by dynamically placing people's search terms in ad headlines)

Marketing automation (by building a relationship based on previous activity).

5 Be social in the virtual world the way you are social IRL

How social media fits into the equation of marketing engagement is a much lengthier subject than this post will allow. But let's hit the essentials, starting with the fact that social media must play a critical role in your marketing program (apologies for stating the obvious). You must develop a playbook for appropriate involvement in at least the channels most relevant to your audience, most likely including: Facebook, Twitter, YouTube and Instagram (add LinkedIn if you have a B2B brand).

If you are not already immersed in using social channels in a comprehensive way, then here's one small nugget of advice on where to begin. Think about social media the same way you would approach in-person socializing: enter quietly, listen to the conversation for a while, then engage in the conversation IF you have something valuable to add. For social media, engagement is king - talking AT people is taboo. Fostering conversations and participating in a way that adds value to people's lives is the key.

6 Provide useful, beautiful or entertaining content

Now that you are shifting your resources from paid vehicles to owned and earned channels, what do you do with that space, time and effort? Engagement is the key to success. Attracting people who want to engage with your brand is achieved by delivering useful and valuable content, compellingly beautiful content or entertaining content. People want quality, credible, relevant content in every form imaginable, from "snackable" forms that are consumed in ever-smaller bites and ever-shorter timeframes (Tweets and Facebook posts, for example) to more "filling" menu items (blogs, videos, articles, apps, games).

You may need to shift your spending from paid media to provide a continuous, comprehensive, coherent and coordinated flow of fresh, relevant information. (See number 3.) This is the concept of inbound marketing rather than outbound messaging: to be found by tribes of voracious content consumers-to give people what they are searching for-you must keep pumping out a supply of content into the feeding trough, but it must taste good or they will find another source. Use this as a filter: ask yourself, "Is what I am putting out useful, beautiful, entertaining or all three?"

When you're publishing content, the secret weapon is video. People are consuming video online at a record pace. No matter how much video content you are currently sharing, you would likely do well to produce much more.

Next to its parent, Google, there are more searches performed on YouTube than on any other website. Think about that for a minute. Some organizations are getting thousands or even millions of video views for a media expenditure of $0. Put quality video content on your website, hosted and optimized on a branded YouTube channel for added search and social sharing power. And post a continuous supply of native video on your Facebook and Instagram pages. Is there something you can show or explain or teach in a video that you want people to find when they search on YouTube? The answer is surely yes, so get going. But don't forget number 4-move to one-to-one.

7 With paid, earned and owned media, think more online, more social and more mobile

Based on consumers' media consumption, most marketers spend a higher proportion of their paid media budgets than they should in traditional media, relative to the time consumers are spending with various media options. And don't forget that more and more, online means social and mobile - so you probably should be emphasizing those channels.

8 Often, the smartest online marketing activity is search

For most brands, the smartest online tactic is SEM (search engine marketing), but SEO (search engine optimization, or organic search) and PPC (pay per click, or paid search) both have key roles to play. In our consumer-controlled environment, you need your brand to show up when people are looking for what you do. People turn to Google for answers about what to buy (and they trust Google more than they trust advertising or the news media). Optimizing content to rank high in organic search results-and supplementing that with paid search-is the key to being found. Google's research shows that the best results are achieved by both SEO and PPC at the same time.

9 Think mobile

According to a Time Inc. study, consumers who grew up with mobile technology subconsciously move between devices and platforms 27 times per hour.

How does your website look when viewed on a smartphone or tablet? If your website is not optimized for viewing on mobile devices, that should be near the top of your to-do list. More people now access the internet via mobile devices than from desktop computers. Your mobile user experience will make a significant brand impression - either positive or negative. It's absolutely flabbergasting to me that in 2017, there are so many websites that are not mobile-friendly. Consumers spend a matter of seconds on a website before they abandon it if the experience is not good.

A mobile-optimized website is just the first step. Be sure you provide a seamless experience across all devices, from smartphone to desktop to tablet, as your audience moves from one device to the next throughout their day. Once your site is mobile-optimized, think about how to push traffic via mobile channels (number 7).

10 Analytics: before, during and after

Data is the new black. Marketers are drowning in data but starved for insights. Where to begin? Establish KPIs (key performance indicators) by which you will measure marketing success and ROI across all your tactics. That's easy to say, but it can be very hard to do. After defining what you need to measure, you must put the necessary technical pieces in place to capture and analyze relevant data. Employ at least some basic data analysis system (start with Google Analytics and move into more robust analytics platforms as possible) and be sure you are tagging every link in every online touchpoint to enable measurement and optimization.

Real-time campaign metrics now require immediate response and course correction: website landing-page optimization based on Google Analytics, various email versions based on A/B testing, daily optimization of PPC campaigns and continual direct interaction with consumers in numerous social media outlets. Now there's even real-time digital campaign optimization performed by AI (artificial intelligence). In some ways, the launch of a campaign now is truly that - just the beginning of a voyage of activity.

Need help prioritizing marketing activities for the best results?

At Callahan, we recognize the challenges marketers face deciding where to spend their marketing dollars to make the most impact. The old adage, "I know that half of my marketing is wasted, I just don't know which half," is even more true today in our fragmented media environment than it was when it was first uttered many years ago.

If you want to take business outcomes to the next level, we can help. Unlike other agencies, at Callahan, we use front-end data analysis to drive strategy, not just back-end analytics to measure marketing KPIs. That approach lets us uncover surprising untapped business opportunities. Please contact us to learn more.
This post was originally published June 1, 2012. Updated June 8, 2018.

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Media Fragmentation: Best Strategies to Market Across Diverse Channels

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The World Wide Web as we know it began close to 25 years ago with the introduction of the Mosaic web browser in 1993. Back then, planning and executing a comprehensive marketing campaign was relatively simple. The typical agency was much more like the world of Mad Men than what it is today - a world dominated by data and digital.

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Factors  that impact the promotional mix.

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Factors  that impact the promotional mix.

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Main factors influencing promotion mix has been briefly discussed as under:

1. Type of Product:

Type of product plays an important role in deciding on promotion mix. Product can be categorized in terms of branded products, non-branded products, necessity products, luxury products, new products, etc. All these types of products need different promotional tools. For example, advertising is suitable for the branded and popular products. Personal selling may be fit for non-branded products. Advertising, personal selling, sales promotion and publicity - all four tools - are used for a newly launched product to get a rapid consumer acceptance.

2. Use of Product:

Product may be industrial product, consumable and necessity product, or may be luxurious product that affects selection of promotion tools and media. For example, advertising and sales promotion techniques are widely used for consumer goods while personal selling is used for industrial goods.

3. Complexity of Product:

Product complexity affects selection of promotional tools. Personal selling is more effective for complex, technical, risky, and newly developed products as they need personal explanation and observation. On the other end, advertising is more suitable for simple and easy-handled products.

4. Purchase Quantity and Frequency:

Company should also consider purchase frequency and purchase quantity while deciding on promotion mix. Generally, for frequently purchase product, advertising is used, and for infrequently purchase product, personal selling and sales promotion are preferred. Personal selling and advertising are used for heavy users and light users respectively.

5. Fund Available for Market Promotion:

Financial capacity of company is a vital factor affecting promotion mix. Advertising through television, radio, newspapers and magazines is too costly to bear by financially poor companies while personal selling and sales promotion are comparatively cheaper tools. Even, the company may opt for publicity by highlighting certain commercially significant events.

Type of market or consumer characteristics determine the form of promotion mix. Education, location, income, personality characteristics, knowledge, bargaining capacity, profession, age, sex, etc., are the important factors that affect company's promotion strategy.

Naturally, in case of a limited market, personal selling is more effective. When market is wide with a large number of buyers, advertising is preferable. Place is also an important issue. Type of message, language of message, type of sales promotion tools, etc., depend on geographical areas.

8. Stage of Product Life Cycle:

Product passes through four stages of its life cycle. Each stage poses different threats and opportunities. Each stage needs separate marketing strategies. Each of the promotional tools has got different degree of suitability with stages of product life cycle.

It can be concluded that, in normal situations:

(1) Advertising, personal selling, and, even, sales promotion are used during the introduction stage. However, advertising is given more priority,

(2) More intensive advertising and sales promotional techniques are used during the second stage,

(3) More rigorous advertising along with personal selling are followed in the third stage, and

(4) Company prefers to curb the expenses in forth stage, and promotional efforts are reduced.

Promotional efforts are designed according to type and intensity of competition. All promotional tools are aimed at protecting company's interest against competition. Level of promotional efforts and selection of promotional tools depend on level of competition.

10. Promotional Objectives:

It is the prime factor affecting promotional mix. Different objectives can be achieved by using different tools of promotional mix. If company's objective is to inform a large number of buyers, advertising is advisable. If company wants to convince limited consumers, it may go for personal selling. Even, when company wants to influence buyers during specific season or occasion, the sales promotion can be used. Some companies use publicity to create or improve brand image and goodwill in the market.

Over and above these factors, there are certain minor factors that affect promotion mix.

These factors may include:

i. Price of Product

ii. Type of Marketing Channel

iii. Degree of Product Differentiation

iv. Desire for Market Penetration, etc.

The list of factors stated above is not complete. There may be more factors. Promotional strategy should be formulated only after considering the relevant factors. Marketing manager must be aware of these variables. Note that these factors affect different firms in varying degree depending upon its internal and external marketing environment.

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Top 11 Factors Influencing Promotion Mix

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ADVERTISEMENTS: Main factors influencing promotion mix has been briefly discussed as under: 1. Type of Product: Type of product plays an important role in deciding on promotion mix. Product can be categorized in terms of branded products, non-branded products, necessity products, luxury products, new products, etc.

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McDonald's, Uber and Johnson & Johnson no longer have chief marketing officers - here's what that means

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The changing role of marketing is reflective of the huge variety of new ways to advertise to and communicate with consumers, and overseeing it is "no longer realistic for one person to do" according to one expert

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Goals and Tasks of Promotions

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Distributing and Promoting Products and Services

What is promotion, and what are the key elements of a promotional mix?

Promotion is an attempt by marketers to inform, persuade, or remind consumers and B2B users to influence their opinion or elicit a response. Most firms use some form of promotion. Because company goals vary widely, so do promotional strategies. The goal is to stimulate action from the people or organizations of a target market. In a profit-oriented firm, the desired action is for the consumer to buy the promoted item. Mrs. Smith's, for instance, wants people to buy more frozen pies. Not-for-profit organizations seek a variety of actions with their promotions. They tell us not to litter, to buckle up, to join the military, or to attend the ballet. (These are examples of products that are ideas marketed to specific target markets.)

Promotional goals include creating awareness, getting people to try products, providing information, retaining loyal customers, increasing the use of products, and identifying potential customers, as well as teaching potential service clients what is needed to "co-create" the services provided. Any promotional campaign may seek to achieve one or more of these goals:

1. Creating awareness: All too often, firms go out of business because people don't know they exist or what they do. Small restaurants often have this problem. Simply putting up a sign and opening the door is rarely enough. Promotion through ads on social media platforms and local radio or television, coupons in local papers, flyers, and so forth can create awareness of a new business or product.

Large companies often use catchy slogans to build brand awareness. For example, Dodge's wildly successful ads where a guy in a truck yells over to another truck at a stoplight, "Hey, that thing got a Hemi?" has created a huge number of new customers for Dodge trucks. Hemi has become a brand within a brand. Now, Chrysler is extending the Hemi engine to the Jeep brand, hoping for the same success.

2. Getting consumers to try products: Promotion is almost always used to get people to try a new product or to get nonusers to try an existing product. Sometimes free samples are given away. Lever, for instance, mailed over two million free samples of its Lever 2000 soap to targeted households. Coupons and trial-size containers of products are also common tactics used to tempt people to try a product. Celebrities are also used to get people to try products. Oprah Winfrey, for example, recently partnered with Kraft Heinz to launch a new line of refrigerated soups and side dishes made with no artificial flavors or dyes. Kate Murphy, director of strategic partnerships at the social marketing platform Crowdtap, weighed in on the strategy. "Celebrity endorsements can provide immense value to a product/brand when done right," Murphy said. "If a celebrity aligns with a product, they bring a level of trust and familiarity to the table."

Dan Orlando, "Kraft Heinz, Oprah Announce Retail Food Line," Supermarket News, http://www.supermarketnews.com, August 11, 2017.

3. Providing information: Informative promotion is more common in the early stages of the product life cycle. An informative promotion may explain what ingredients (for example, fiber) will do for a consumer's health, describe why the product is better (for example, high-definition television versus regular television), inform the customer of a new low price, or explain where the item may be purchased.

People typically will not buy a product or support a not-for-profit organization until they know what it will do and how it may benefit them. Thus, an informative ad may stimulate interest in a product. Consumer watchdogs and social critics applaud the informative function of promotion because it helps consumers make more intelligent purchase decisions. StarKist, for instance, lets customers know that its tuna is caught in dolphin-safe nets.

4. Keeping loyal customers: Promotion is also used to keep people from switching brands. Slogans such as Campbell's soups are "M'm! M'm! Good!" and "Intel Inside" remind consumers about the brand. Marketers also remind users that the brand is better than the competition. For years, Pepsi has claimed it has the taste that consumers prefer. Southwest Airlines brags that customers' bags fly free. Such advertising reminds customers about the quality of the product or service.

Firms can also help keep customers loyal by telling them when a product or service is improved. Domino's recently aired candid advertisements about the quality of their product and completely revamped their delivery operations to improve their service. This included advertisements highlighting a Domino's pizza being delivered by reindeer in Japan and by drone in New Zealand. According to University of Maryland marketing professor Roland Rust, "delivery" stands out in how Domino's has broadly improved its quality, and "the customized delivery vehicles are a competitive advantage."

"Stunt Marketing or No, Dominos Has Refurbished Their Brand," University of Maryland website, December 1, 2016, https://www.rhsmith.umd.edu/news/stunt-marketing-or-no-dominos-has-refurbished-its-brand

5. Increasing the amount and frequency of use: Promotion is often used to get people to use more of a product and to use it more often. The National Cattlemen's Beef Association reminds Americans to "Eat More Beef." The most popular promotion to increase the use of a product may be frequent-flyer or -user programs. The Marriott Rewards program awards points for each dollar spent at a Marriott property. At the Platinum level, members receive a guaranteed room, an upgrade to the property's finest available accommodations, access to the concierge lounge, a free breakfast, free local phone calls, and a variety of other goodies.

Edmundas Jasinskas et al, "Impact of Hotel Service Quality on the Loyalty of Customers," Economic Research, 29(1): 559-572, 2016.

6. Identifying target customers: Promotion helps find customers. One way to do this is to list a website as part of the promotion. For instance, promotions in The Wall Street Journal and Bloomberg Businessweek regularly include web addresses for more information on computer systems, corporate jets, color copiers, and other types of business equipment to help target those who are truly interested. Fidelity Investments ads trumpet, "Solid investment opportunities are out there," and then direct consumers to go to http://www.fidelity.com. A full-page ad in The Wall Street Journal for Sprint unlimited wireless service invites potential customers to visit http://www.sprint.com. These websites typically will ask for your e-mail address when you seek additional information.

7. Teaching the customer: For service products, it is often imperative to actually teach the potential client the reasons for certain parts of a service. In services, the service providers work with customers to perform the service. This is called "co-creation." For example, an engineer will need to spend extensive time with team members from a client company and actually teach the team members what the design process will be, how the interaction of getting information for the design will work, and at what points each part of the service will be delivered so that ongoing changes can be made to the design. For services products, this is more involved than just providing information-it is actually teaching the client.

The Promotional Mix

The combination of traditional advertising, personal selling, sales promotion, public relations, social media, and e-commerce used to promote a product is called the promotional mix. Each firm creates a unique promotional mix for each product. But the goal is always to deliver the firm's message efficiently and effectively to the target audience. These are the elements of the promotional mix:

Traditional advertising: Any paid form of nonpersonal promotion by an identified sponsor that is delivered through traditional media channels.

Personal selling: A face-to-face presentation to a prospective buyer.

Sales promotion: Marketing activities (other than personal selling, traditional advertising, public relations, social media, and e-commerce) that stimulate consumer buying, including coupons and samples, displays, shows and exhibitions, demonstrations, and other types of selling efforts.

Public relations: The linking of organizational goals with key aspects of the public interest and the development of programs designed to earn public understanding and acceptance. Public relations can include lobbying, publicity, special events, internal publications, and media such as a company's internal television channel.

Social media: The use of social media platforms such as Facebook, Twitter, Pinterest, Instagram, and various blogs to generate "buzz" about a product or company. The skills and knowledge needed to generate information as well as to defend the company against problems (such as incriminating videos "going viral") are separate skills from those related to traditional advertising. Even promotional strategies such as paying celebrities to wear a specific line of clothing and posting these images on Twitter or Instagram (a form of advertising) requires different types of planning and expertise than traditional advertising.

E-commerce: The use of a company's website to generate sales through online ordering, information, interactive components such as games, and other elements of the website. Website development is mandatory is today's business world. Understanding how to develop and utilize a website to generate sales is imperative for any marketer.

Ideally, marketing communications from each promotional-mix element (personal selling, traditional advertising, sales promotion, public relations, social media, and e-commerce) should be integrated. That is, the message reaching the consumer should be the same regardless of whether it comes from an advertisement, a salesperson in the field, a magazine article, a blog, a Facebook posting, or a coupon in a newspaper insert.

Integrated Marketing Communications

This disjointed approach to promotion has propelled many companies to adopt the concept of integrated marketing communications (IMC). IMC involves carefully coordinating all promotional activities-traditional advertising (including direct marketing), sales promotion, personal selling, public relations, social media and e-commerce, packaging, and other forms of promotion-to produce a consistent, unified message that is customer focused. Following the concept of IMC, marketing managers carefully work out the roles the various promotional elements will play in the marketing mix. Timing of promotional activities is coordinated, and the results of each campaign are carefully monitored to improve future use of the promotional mix tools. Typically, a company appoints a marketing communications director who has overall responsibility for integrating the company's marketing communications.

Southwest Airlines relied on IMC to launch its "Transfarency" campaign. The campaign integrated and promoted the concept on its website, as well as through advertising and airport signage. The campaign has resonated with consumers because most competitors add extra fees for baggage and premium seats. One of the taglines Southwest uses is "Reward seats only on days ending with the letter 'y.'" The integrated marketing campaign was created in collaboration with Southwest's advertising agency, GSD&M, based in Dallas, Texas.

The sections that follow examine the elements of the promotional mix in more detail.

Summary of Learning Outcomes

What is promotion, and what are the key elements of a promotional mix?

Promotion aims to stimulate demand for a company's goods or services. Promotional strategy is designed to inform, persuade, or remind target audiences about those products. The goals of promotion are to create awareness, get people to try products, provide information, keep loyal customers, increase use of a product, identify potential customers, and even teach clients about potential services.

The unique combination of advertising, personal selling, sales promotion, public relations, social media, and e-commerce used to promote a product is called the promotional mix. Advertising is any paid form of nonpersonal promotion by an identified sponsor. Personal selling consists of a face-to-face presentation in a conversation with a prospective purchaser. Sales promotion consists of marketing activities-other than personal selling, advertising, and public relations-that stimulate consumers to buy. These activities include coupons and samples, displays, shows and exhibitions, demonstrations, and other selling efforts. Public relations is the marketing function that links the policies of the organization with the public interest and develops programs designed to earn public understanding and acceptance. IMC is being used by more and more organizations. It is the careful coordination of all of the elements of the promotional mix to produce a consistent, unified message that is customer focused.

Glossary

advertising

Any paid form of nonpersonal presentation by an identified sponsor.

integrated marketing communications (IMC)

The careful coordination of all promotional activities-media advertising, sales promotion, personal selling, and public relations, as well as direct marketing, packaging, and other forms of promotion-to produce a consistent, unified message that is customer focused.

promotion

The attempt by marketers to inform, persuade, or remind consumers and industrial users to engage in the exchange process.

promotional mix

The combination of advertising, personal selling, sales promotion, and public relations used to promote a product.

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Promotion Strategy – Introduction to Business

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Distributing and Promoting Products and Services

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#NSTnation Based on the comments under the video, this was not the only outlet that was swarmed by shoppers. Some said they had had similar experiences at other stores, though less chaotic.

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© 2016 Cengage Learning. All Rights Reserved. Chapter 15 Marketing Communications LEARNING OUTCOMES 15-1 Discuss the role of promotion in the marketing mix 15-2 Describe the communication process 15-3 Explain the goals and tasks of promotion 15-4 Discuss the elements of the promotional mix © 2016 Cengage Learning. All Rights Reserved.

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Course Outline

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Across every industry, the digital component has continued to grow, thrive and ultimately take over. It's no longer that digital communication is a driving force behind relevant businesses; instead, it is the force. While it's tempting to add "May the force be with you, " in an attempt to be culturally relevant, truthfully that would be a disservice.

Because the reality of the situation doesn't just call for an acceptance of what's to come and a hope that it'll go well, businesses that thrive will only manage to do so when they decide to grab their customer communication strategy by the horns.

As the Harvard Business Review writes , "For several years now digital has been an appendage to 'business as usual.' But recently, digital transformations have reached the tipping point where digital has become 'business as usual'; the tail has become the dog. Digital is not just part of the economy - it is the economy."

Every day, every consumer sees hundreds of forms of communication vying for their attention - so many that, unless it was their full-time job, they could never wade through all them. Thus, the way you decide to communicate is everything. It's live or die.

So, instead of saying "May the force be with you, " I'll say: Read below and find out how your company's communications department can become a force to be reckoned with.

Communicate via All Platforms

Those with the job of communicating with customers need to utilize every single platform available. The key is not to pick and choose where; it's to become a master of how you're communicating.

We know, across the board, that social media is a crucial component of any marketing strategy.

However, it's also important to remember that though there are murmurs of emailing becoming obsolete, there is research that verifies the fact that email is still a beneficial part of any valuable marketing strategy in the digital economy.

Recommended: How to use Social Media Platforms for Your Business

How to Communicate Effectively

This comes down to knowing who your customers are and demonstrating that you're worth their time. Because the digital economy is so pervasive, you have to operate with the understanding that all customers have access to every kind of marketing, content, and communication under the sun.

According to the mass communication experts at Find Your Context , "Communications is a diverse field that overlaps with marketing and advertising, public relations, public affairs, journalism and the media, and corporate leadership."

Thus, communication with customers is happening all the time, at virtually every point of their contact with technology. Not only that, but customers also have easy access to companies who are doing a world-class job of it.

i. Be concise:

In the words of Farhad Manjoo for Slate , "We live in the age of skimming." If you are not concise in your communication, you need to recognize that means the majority of people won't see most, if any of it, before bouncing. If it's going to take more than a few seconds for them to absorb your main point, they won't get it.

ii. Choose your voice:

Carefully consider the primary adjective you use to describe your brand's ideal image and then work to match the tone of your communication with that descriptive word.

Your voice should remain consistent across all forms of communication, and you should write as if you're talking to an individual instead of the whole of your audience. Doing so will create the impression that you value customers as individuals.

iii. Amplify your product, covertly:

This does not mean that all of your communication showcases your product. Instead, your marketing will be far more fruitful if you promote the lifestyle of your target audience.

Take a hint from a brand like Patagonia, whose brand blog - The Cleanest Line - produces a wealth of curated content on the adventure and the intrinsic value that comes from a life lived primarily outdoors. Even when you opt to go straight to their general homepage, there are no products unless you opt to shop.

This communicates the fact that you care about the things that your customers care about. You're interested in their quality of life, more than their financial contribution.

iv. Innovate:

Innovation is one of the pillars of customer interest. You should be utilizing this not just in customer communication but in every aspect of your business.

Are you constantly developing products and services that go beyond what you've done before? Are you considering cross-organizational collaboration? Do you utilize the power of influencers? What are you doing in a novel way to bolster your company culture and the health of the community your business operates on, both locally and globally?

Keep Organizational and Client Data Safe

If we're going to talk about communication within the new digital economy it's important that we also talk about the one thing that can completely derail your efforts, and that's a breach in your cybersecurity.

No matter what type of organization you're operating, there are hackers who will be interested in targeting you. Most cybercriminals have specific skills and interests that match with specific industries.

Healthcare organizations have historically lagged in applying cybersecurity technology . Small businesses have more information than individuals, but often take fewer precautions than large businesses. And large companies? Well, if a hacker can gain access, the end reward will likely be the sensitive information of millions .

As Jim Karagiannes, Ph.D., a professor at DeVry University College of Engineering & Information Sciences, writes , "It's important to protect yourself by taking personal responsibility for your data; we can't expect banks or other institutions to do it for us. We lock our doors and take other security measures to protect our home and car. We need to also take precautions with our personal security and information."

Consider implementing these easy steps to ensure you're doing all you can to protect your website from hackers. Preemptively equipping yourself can make all the difference.

Ultimately, while customer communication in the new digital economy does present many challenges for businesses attempting to cut through the massive amounts of similar content, it also provides a measure of the agency that previous generations of marketers only dreamed about.

The pursuit of those end goals not only sets you up acquire customers but to keep them. Customer retention is one of the best things you can accomplish for the health of your company.

According to WorkflowMax , "It's seven times more expensive to acquire a new customer than to keep an existing one." If you're not communicating well, if you're not reminding customers that you're the smartest choice, you won't retain them.

The options present a potentially powerful opportunity; the question is whether or not your business has equipped itself to successfully optimize that opportunity. Your strategy should include generating right content, distributing it correctly, and engaging those who see it. If you manage to do that well, you'll create the type of communication that is vital to an organization's success.

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How to Do Customer Communication With New Digital Economy

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Across every industry, the digital component has continued to grow, thrive and ultimately take over. It's no longer that digital communication is a driving force behind relevant businesses; instead, it is the force. While it's tempting to add "May the force be with you," in an attempt to be culturally relevant, truthfully that would be [...]

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Find out the truth behind why fresh graduates are unemployed in Malaysia and learn what you can do to increase your employability!

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The five gaps that organisations should measure, manage and minimise:

Gap 1
Gap between what customers expect and what managers think customer expect.
Survey research is a way to narrow this gap.

Gap 2
Gap between managing perception and the actual specification of the customer experience.
Managers need to make sure the organisation is defining the level of service they believe.

Gap 3
The service performance gap. The experience specification to the delivery of the experience.
Managers need to check on how service is delivered in order to make sure it meet the standards.

Gap 4
Gap between the delivery of the customer experience and what is communicated to customers.
Organisations overpromised what will be provided to customers.

Gap 5
Gap 5 is the combination of Gap 1 to 4. It is a gap between a customer's perception of the experience and the customer's expectation of the service. Customer’s personal needs and their own past experiences will shape the word of mouth for a company.

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1.The Management Perception Gap-A gap can exists between management understandings of customer expectations and the actual expectations of customers.

2.The quality Service Standards Gap-The service standards are effectively the systems and processes that you put into place to ensure that you can consistently meet the expectations of customers.

3.The Service Delivery Gap-Gaps between customer expectation and the actual services provided at different stages of service delivery.

4.The Market Communication Gap-When over-promising in advertising does not match the actual service delivery, it creates a communication gap.

5.The Perceived Service Quality Gap-The final gap is the perceived service quality that the customer has of their total experience in relation to their original expectation of the product or service.

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1. ServQual - 5 service gaps
2. Social Media Crisis Management

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Ogilvy On: Social Media for Crisis Management

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AGENDA5 Trends In Digital Crisis ManagementA Digital Crisis Management Framework5 Keys to Managing the CrisisNext Steps

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Another perspective - AIDA

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Kar Hui, jason

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In the decline stage, a company may drop its weak products or phasing out a product but toothpaste is considered as low involvement products and basic needs for individuals. Smile toothpaste company can choose to enhance the products and manage decline by targeting on niche market.

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Optic White™ Express White™ Whitening Toothpaste

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Attainable Sustainable with Kris Bordessa

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Attainable Sustainable with Kris Bordessa

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1. To develop information and understanding among both parties

2. To discourage misinformation, ambiguity and rumours among people

3. To effect a sale

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Hema,Guganesan and Dineshwar

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public relations and selling marketing 5341 chip besio.

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Integrated Marketing Communications Advertising, Promotion, Public Relations and Selling Marketing 5341 Chip Besio. - ppt download

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BMW X3 Who is the source and what is the message?

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Despite various campaigns inviting the public to lessen their dependency on the usage of plastic, Malaysia has definitely fallen short.

In an article published in Star2, a public health expert reminds us that Malaysia is the 8th worst plastic polluters in the world.

But how so?!

First, Malaysia only recycles a fraction of its plastic waste - approximately 2% (2013) with the bulk of it ending up in rubbish dumps.

Rubbing salt to the wound, Malaysia is also a haven for other countries to dump plastic rubbish, whereby The Straits Times named Malaysia as the place "where the world sends its trash".

Greenpeace Malaysia reported that we imported nearly half a million tonnes of plastic from 19 countries in the first half of 2018 alone!

But where do the rubbish go? Supposedly, companies are entrusted to recycle the plastic waste, but this was found not the case when a raid led by Yeo Bee Yin revealed them to be dumping them in rivers.

As a result, water runoff from dumpsites have contaminated soil and waterways, but the problem does not stop there as factories that opted to burn plastic waste end up releasing toxic fumes resulting in a breadth of respiratory-related diseases in areas such as Jenjarom.

Illegal factories further contribute to the pollution with the government uncovering 97 locations throughout the country.

As part of their effort to reduce plastic pollution, the government is currently shutting down illegal operations, scrutinising licenses and placing a temporary ban on the import of plastic waste.

Local activists are also playing their part in reporting all forms of illegal activity.

They remain a force in bringing the issue to the forefront and putting it under the media limelight. Individuals such as Jenjarom local, Lay Peng Pua have received international coverage for her expose on the kinds of wrongdoings taken part by companies.

But reducing plastic pollution still has a long way to go if we decide to leave it to others.

It is time that all of us strive to reduce plastic usage in our daily lives such as by refusing single-use plastics and recycling our plastic waste.
Also read: Yeo Bee Yin Personally Leads Raid On Illegal Plastic-Recycling Factory, M'sians Impressed!

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Malaysia is Rated One of the Worst Plastic Polluters in the World

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Despite various campaigns inviting the public to lessen their dependency on the usage of plastic, Malaysia has definitely fallen short. In an article published in Star2, a public health expert reminds us that Malaysia is the 8th worst plastic polluters in the world.

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Why is the ads insulting the target audience?

Since one of Gillette business strategy is target their rivals, so how they transform their virals to customer?

Do they want to share heathy messages to the public or create brand awareness?

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1. Will Gillette still survive in the market?
2. Will Gillette lose money/sales after posting out this short video?
3. Do brands have beliefs?
4. Should we take a look at ourselves before blaming Gillette’s ad.?

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Lin Lee Jia Yit Mei Qian

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Use of e-wallet - Boost pay

Social media - facebook, instagram, trip advisor.

Personal relationship - Word of mouth, turn your customer into promoters

Online order - Free delivery service

Reviews -  Google map/ trip advisor

Youtube - Mukbang challenge

Email and text - new menu, seasonal special menu

Personalised food app - place order using app, get points and special benefits if ordered using app

Membership - become a member to the restaurant, eat and gain points based on amount spent.

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LO: Types of business (Recap).  Task: Students be able to use MarCom knowledge to build on type business needs.

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Guga,Hema,Boon How and Dineshwar

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Internal influences, Learning.
https://www.youtube.com/watch?v=ghgW1PLXrc8

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Service: Touch N' Go E-wallet
Provide the convenience of a cashless lifestyle.
Target audiences:
1. Mobile phone users
2. Card holders
3. Individuals who prefer cashless transactions

Ways to introduce:
1. Hire online and offline part-timers (distribute codes to potential customers which allows them to get free RM8 credits in their e-wallet account once they registered as user)
2. New media :
I. Social media platforms (eg. Facebook, Instagram, WeChat)
II. Email / Newsletter (to existing users of Touch N' Go users)
III. Apps (they have their own apps who previously used by Touch N' Go card users)
3. Traditional media:
I. TV advertisement
II. Newspaper advertisement
4. Discount promotion and benefits for users
I. Buy a Tealive drink worths RM6.90 with RM2.50 by using the Touch N' Go E-wallet.
II. User can enjoy buy 1 free 1 of ticket at TGV cinemas.

DRIP Model :
Differentiate
Key competitors: Boost, Fave, Wechat Pay
Remind
Newsletter and email to existing Touch N' Go users
Announcement through social media such as Facebook
Inform
Announcement through social media such as Facebook
Persuade
Discount promotion and user privileges offer to users such as ticket buy 1 free 1 at TGV Cinemas

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Introduction to MarCom : LO: Students understand the terminologies and fundamentals need to prepare for MarCom.
Refer: Introduction column (Managing Class Expectations)

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LO: Students be able to discuss the role of Marketing Communications (MarCom) in business.

Q1. What is the role of MarCom?

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Medium: What type of media is used to deliver the message?

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246 Medium: What type of media is used to deliver the message? Media types fall under two broad categories: traditional and new. The traditional

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Using Earned media for B2B lead generation | Smart Insights

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Using Earned media for B2B lead generation Strategy, tactics and ideas to consider as part of a winning lead generation strategy Generating consumer interest and enquiries is a primary objective.

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Continuous Assessments CW1 & CW2

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https://padlet.com/chelvi_murugiah/7dw3hnitw7c1

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The PESO marketing model is a great way to organize our thoughts and efforts to include all aspects of marketing. Though this model came from the world of public relations, it can also be an indispensable tool for all marketing professionals, regardless of your marketing background or specialty.

Background

PR and Marketing used to be very distinct domains. Instructors at universities would teach the differences between paid media efforts and earned media efforts. Publishers would make sure that there were walls within their organization to prevent advertising dollars (paid media) from influencing editorial content (earned media). Out of these siloed disciplines, ad agencies and PR agencies came into being as two separate entities. Ad agencies focused on creative and paid media strategies, while the PR pros would work to secure the strongest relationships with journalists as well as offering crisis communications and PR strategy. Ad agencies always paid for distribution, PR never did.

There's always been a third component, owned media, to represent content that has been produced and published by a brand itself. As the internet came to allow brands the option of publishing more cost-effectively, owned media earned its place among paid and earned as a go-to channel for marketing. However, it sat for much of this time in a no-man's-land between PR and advertising, with neither group really taking ownership.

Around 2008, the Paid-Earned-Owned model finally broke down due to the rapid adoption of digital marketing and social media. The dissolution of this model was due to the following changes in the publishing and advertising landscape:

Social media introduced another form of distribution as prospects and customers became their own media brands, sharing and publishing content on social networks. These content producers are less able to fit the Paid-Earned-Owned model.

The walls between advertising and editorial weren't as firm as they once had been, as publishers looked to other means of monetizing their media properties. Advertorials morphed into sponsored content and branded content teams were embedded within publishers.

Publishers lost some credibility as anyone became able to publish on the internet. By consuming content in an aggregated news-feed rather than a single publisher, consumers now care less about where content comes from.

Publications folded, journalists were laid off or moved from staff to freelance positions (if they were lucky), breaking down previously established PR relationships.

Peers gained authority as review sites and social media allowed anyone to crowdsource opinions.

Public Relations underwent an identity crisis in its attempt to integrate social media into its practices, only to have algorithms turn social media into a paid channel under their noses.

A number of thought leaders in the PR industry started to look at the Paid-Earned-Owned model that they had used for years to find their place in Marketing, and sought to expand it: some pushed social as a separate channel while others tried to lump it into earned media, expanding the concept of mass communication to include the content created by everyday people.

In 2014, digital marketing expert Gini Dietrich published Spin Sucks and in it proposed a new model: the PESO model. It has been well received and adopted by PR professionals, but marketing professionals have largely ignored this very useful model.

What is the PESO Model?

PESO stands for "paid, earned, shared, owned," and serves as a means of segmenting all of the marketing channels at a brand's disposal into discrete groups. It allows us to look at our efforts through any one of these four lenses (paid, earned, shared, owned), to see if there are opportunities to integrate additional channels into our new or existing programs. The model also allows us to make sense of and to organize the channels in which we are currently investing.

Let's break down what the individual channels mean:

Paid: Exchanging money for distribution, whether an ad or content

Earned: Trading valuable content for an established authority's audience

Shared: Amplifying content through your own audience

Owned: Aggregating an audience that seeks you out for content and then distributing your content to that audience

Along with the book, Gini also published a great graphic to outline examples within each channel and where they intersect:

Credit: Gini Dietrich, Spin Sucks

How to apply the PESO Model

Each of the four channels has its pros and cons. By organizing our efforts into these four channels, it's easier for us to see how integrating multiple channels can compensate for the weaknesses of one channel with the strengths of another.

Let's have a look at these benefits and pitfalls for each channel:

PESO makes us better marketers

We, as marketers, have a tendency to focus on the media in which we are most comfortable. If we come from PR, that might mean traditional public relations or influencer marketing. If we come from advertising, we're probably most comfortable with paid channels. If we're steeped in inbound and content marketing, owned channels are our comfort zone.

The real success of the PESO model lies in combining the four outlined channels. We all stand to benefit from the PESO model by taking a big step back and posing the question: "How could I accomplish my objectives using the other components of the PESO model?"

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The PESO marketing model is a great way to organize our thoughts and efforts to include all aspects of marketing. Though this model came from the world of public relations, it can also be an indispensable tool for all marketing professionals, regardless of your marketing background or specialty.