Identify the right integrated marketing

communication channels

Team |Gaurav |Ishan

SnapshotThe Problem

The methodology

The Background

The Situation

The Insights

The Discussion

The Solution

The Conclusion

The problemTOO many marketing communication

channels&

Limited marketing budget

The Methodology

Conclusion

Recommendations

Improving the model

Experts' OpinionsTo check the feasibility of this new model

Designing a new marketing Model

Problem Definition

Analysis of the ProblemReview of Lierature Secondary data

Problem discovery

The background

The product orientation era

In the simpler time…Lack of variety of products in the marketLack of competitorsLack of options for the consumers

WORD-OF-MOUTH MARKETING

The sale orientation era

Competition heated up

MORE products, MORE competitors, MORE options

Fighting in the crowded market place

Shift of focus to Branding, Communication, Advertising

Our product is better than yours

The marketing orientation era

The customer is KING

Intense competition for customers

Understand the needs and wants of customer

Over the past few decades, there was a very small and little changes

in our marketing communication channels

Until….

The boom of digital media

Marketing revolutionOnline marketing has transformed the entire marketing industry.

Introduction of many new & exciting marketing channels:

Website, search engine, social media etc.

The situation

Marketing communicatio

n channels

Print media

Television

Radio

Mobile

Online marketin

g

Social media

Print Media

Newspaper

Newsletter

Magazine

Posters

Billboards

Brochures

flyers

40%

Of total advertising expenditure

Pros Cons• Appeal to certain

group of audience

• Higher probability of reaching the target audience

• Many options to choose from

• Limited coverage

• Readers might focus on editorial reports instead of advertisement

Radio

Becoming irrelevant

Only account for

6.9% of the total marketing expenditures in the

year 2012.

Pros Cons• Can target specific

group

• Less expensive compare to TV

• Low impact due to short duration

• Is anyone listening to the advertisement?

Television

Pros Cons• Large coverage

• Higher clarity of messages

• Can segment according to programs

• High investment

• Low impact due to short duration

• Is anyone watching the advertisement?

Mobile

Pros Cons• Instant results

• Easier to work with

• Direct marketing

• Tracking users response

• Platform too diverse

• Privacy issues

• Poor navigation on mobile phone

Pros Cons• Convenience• Reach• Cost• Personalization• Improve customers

relationship• Social media industry

• Security

• Updates

• Hidden costs

Social media marketing

Faceb

ook

Twitt

er

Linke

din

Bloggin

g

YouTube

Google

+

Pinte

rest

Photo

shar

ing s

ite (i

nstag

ram

)

Forum

s

Geo-lo

catio

n (e.g

. Fou

rsquar

e)

Socia

l boo

kmar

king (e

.g. S

tum

bleUpon

)

Podca

stin

g

Daily d

eals (e

.g. g

roupon

)

Q&A s

ites

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%92%

80%

70%

58% 56%

42% 41%

18% 16%11% 10%

5% 4% 4%

Most commonly use social media platforms for marketers

Facebook 49%

Twitter12%

Linkedin16%

Blogging14%

YouTube4%

Google+2%

Pinterest1% Others

1%Forums

1%

Most important social media platforms for marketers

Pros Cons• Improved sales• Increased traffic • Increased exposure• Provide marketplace

insight• Developed loyal fans• Reduced marketing

expenses

• Hacker’s threat

• Risk of negative comments

• Time-consuming

The Insights

The customer’s shoes

The trusted channel by consumers

The marketer’s shoes

The discussion

Look for consumer behavior pattern to draw a successful marketing campaign.

Success of a marketing campaign should be judged beyond ROI.

Marketing objectives are needed to be clearly defined before designing a campaign.

“In marketing, there are no hard and fast rules , what may work for one company may not work for another.”

“Data collection is of prime importance for a marketer before designing any campaign.”

3 factors to consider for marketing campaign:

• Sales goals• Scale of the campaign• Cost of the campaign

“Big data gives us the basic market patterns and scenarios but they cannot be relied on to predict future market trends .”

Social marketing as a concept of creating brand awareness is very good; it also is a good medium of receiving and processing the views of prospective customers .

“ROI should be measured on both quantitative and qualitative figures.”

Marketing channel choice is based on two primary parameters: Target audience and product market.

Internet is the most cost effective marketing channel in today's world.Just having a page on Facebook is not social media marketing. It is a platform to constantly engage and interact with your customers

Use return on marketing investment (ROMI). It measures the incremental sales growth from the marketing campaign considering the contribution margin of the business .

Marketers should understand and measure the marketing campaign on the basis of business life cycle.

The solution

http://gitmodel.wix.com/beta

The conclusion

“Those who respect consumer

preference will soon find

themselves able to reach

consumers in new and more

relevant ways across greater

number of channels”

smart marketing—it’s a distinct competitive advantage in today’s ever-changing marketing landscape

Sky is the limitDONE BUT NOT FINISH

GOOD BUT NOT GREAT

COMPLETE BUT NOT PERFECTThere is always room for improvement!

Thank You for sitting through this long presentation