integrated communications (im, imc, ic)
DESCRIPTION
Integrated Communications (IM, IMC, IC). Integrated Marketing Communication -- integration of all marketing communications functions Integrated Marketing -- integration of marketing functions (sales, distribution, R&D, marketing communications) - PowerPoint PPT PresentationTRANSCRIPT
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Integrated Communications
(IM, IMC, IC)
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Integrated Marketing Communication -- integration of all marketing communications functions
Integrated Marketing -- integration of marketing functions (sales, distribution, R&D, marketing communications)
Integrated Communication -- integration of ALL communication functions
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Key Words
Stakeholders
Relationships
Reputation/Image
Competitive Advantage
Cause or Mission Marketing
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Marketplace Trends
Proliferation of brands and products 4 P’s no longer provide USP Too many messages Increasing distrust of business Deparmentalization/specialization
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Marketplace Trends Decreasing message impact and
credibility Decreasing cost of using databases Increasing client expertise Increasing mergers and acquisitions of
MC agencies Increasing cost of mass media Increasing media fragmentation
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I C Cross-functional approach for managing
profitable, long-term relationships Bringing people and corporate learning together In order to maintain strategic consistency in all
communications Encourage and facilitate purposeful dialogues
with customers and other key stakeholders Create awareness and commitment to the
corporate mission.
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Relationship Building
Key element of IC Not just with customers Mass communication unable to deliver
Knowing Responsive Trusting Affinity Consistent Likeable Accessible Committed
Constructs determining strength of relationships
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Communication
Relationships
Brand Equity
Stakeholder Support
Say
Confirm Do
PlannedMessages(Mkt. Communications, Public Relations)
UnplannedMessages(Positive/Negative)
Product,ServiceMessages(when come in contact with organization)
The Integration Triangle -Does behavior confirm what organization is saying?
Duncan, T. and Moriarity, S., Driving Brand Value
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Drivers of I C
Focus on stakeholders Focus on relationships more than
transactions Strategic consistency process Interactive process Mission Marketing process
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Drivers of I C
Zero-based planning process Cross-functional team infrastructure Core competency infrastructure Database infrastructure IC agency infrastructure
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Traditional MC and I (M) C
Transactions Functional organization Specializations Mass marketing Stable of agencies Customers Mass Media Ads & Promotions Cause Marketing Adjust prior plan
Relationships Cross-functional org. Core Competencies Data-driven marketing CMO agency Stakeholders Purposeful interactivity Strategic consistency Mission marketing Zero-based planning
Traditional New
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I C
Really about integrating all communications functions» Marketing» Organization» Management
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Strategy
Identity Image
ManagementCommunication
OrganizationalCommunication
MarketingCommunication
Common Starting Points
van Riel, C., Principles of Corporate Communications
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Evolutionary Integrated Communications
Stage 1 Integration: Awareness » Proposition: the greater the degree of
change on the existence of specific market pressures, the grater the likelihood that integrated marketing communication will emerge
Stage 2 Integration: Image Integration» Need for consistency message, look and
feel.
Duncan and Caywood, artikle samling, (ORG 9980) p. 174,
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Stage 3 Integration: Functional Integration» Greater degree of involvement among still
traditionally separated areas. Stage 4 Integration: Coordinated
Integration» Barriers starting to disappear, each
function becoming more equal.
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Stage 5 Integration: Consumer-Based Integration» The value of a refined customer and
prospect database. Elements begin to work together.
Stage 6 Integration: Stakeholder-Based Integration» IMC becomes more broadly defined to
become integrated communications.
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Stage 7 Integration: Relationship Management Integration» A fully integrated communication strategy
reaching all stakeholders brings communications professionals into contact with all management functions.
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CORPORATE COMMUNICATIONS
Management Communication» senior managers to internal and external
groups Marketing Communication
» advertising, direct mail, personal selling, etc..
Organizational Communication» PR, public affairs, investor relations,
corporate advertising, etc...
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MANAGEMENT COMMUNICATION
Develop a shared vision of the company/organization
Establish and maintain trust in leadership
Initiate and manage change process Empower and motivate employees
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ORGANIZATIONAL COMMUNICATION
All forms of communication used by organization other than marketing communications
Most commonly Public Relations Directly primarily at ‘target groups’ (stakeholders)
other than customers Less obvious in attempts to influence behavior Spend about 1/5 the amount spent on marketing
communications
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MARKETING COMMUNICATION
Communication efforts supporting sales of goods/services
Advertising usually recognized as dominant element
Largest share of communications budget used here
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Marketing Communications Tools
Advertising Sales Promotion Product Public Relations Direct Mail Sponsorship Personal Selling
Planned Communication Directed Toward Consumers Primarily
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Public Relations Communication
Media Relations Employee and Member Relations Community Relations Public Affairs and Government
Relations Consumers, Environmentalists Investor Relations
Often Unplanned Communication Due to Stakeholders Raising Issues, not Organization
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INTEGRATING COMMUNICATION
So that management can harmonize all consciously used forms of internal and external communication as effectively and efficiently as possible in order to create a favorable basis for relationships with groups upon which the company is dependent.
Cees B. M. van Riel