International Marketing Communications
-
Upload
tobias-wacker -
Category
Business
-
view
112 -
download
0
description
Transcript of International Marketing Communications
INTERNATIONAL MARKETING COMMUNICATIONS
International Marketing Communications
INTERNATIONAL MARKETING COMMUNICATIONS
International Marketing Communications
To start with…
International Marketing Communications
International Marketing Communications
International Marketing Communications
International Marketing Communications
International Marketing Communications
un
bra
nd
ing
.blo
gs
po
t.co
m
International Marketing Communications
twe
sti
va
l H
els
ink
i
International Marketing Communications
he
lsin
ki.
twe
sti
va
l.co
m
International Marketing Communications
twit
ter.
co
m/
tob
ias
wa
ck
er
International Marketing Communications
tre
nd
sp
ott
ing
ne
two
rk
International Marketing Communications
twit
ter.
co
m/
Pa
lme
rsto
nH
EL
International Marketing Communications
se
min
ars
an
d w
ork
sh
op
s
International Marketing Communications
1. IMC – basics
2. Shift in behaviour & Media Revolution
3. Digital & International: Perfect match
4. What next? The future, today
International Marketing Communications
Finland is global.
Globalisation has made the worldas international as never before.
International Marketing Communications
Recession? Business as usual?
More sales focused activities,less branding and image communication.
Digital Revolution!Smaller budgets!
International Marketing Communications
Action Desire Awareness
International Marketing Communications
INTERNATIONAL MARKETING COMMUNICATIONS
International Marketing Communications
What do you expect?What do you want to know?
Questions.10 min per person/case.
International Marketing Communications
What do I expect?
I am a senior creative strategist workinginternational on a daily basis.
I would like you to thinkinternational after this day.
And that you have a good time.
International Marketing Communications
IMC basics
International Marketing Communications
Benchmarks
International Marketing Communications
Where to find benchmarks?
There are great and inspiring cases from each industry.To find the most outstanding international benchmarks,
check competitions and events.
International Marketing Communications
International Marketing Communications
International Marketing Communications
International Marketing Communications
International Marketing Communications
International Marketing Communications
International Marketing Communications
International Marketing Communications
B2B = Boring to Boring
B2B
Same communication rules,different communication tools.
International Marketing Communications
B2B
Also Business people are people.
International Marketing Communications
International Marketing Communications
Communication Strategy
International Marketing Communications
Doing the right things…
vs
…doing the things right.
International Marketing Communications
Communication strategy
Marketing Communications is about makingchoices. Successful Marketing Communications
is about making the right choices, especiallyon an international scale.
A communication strategy helps to make theright choices and works as a guide for
successful international communication.
International Marketing Communications
International Marketing Communications
International Marketing Communications
RoI = Return on Idea
Ideas have potential,they are exciting.
Creativity & Optimization.
International Marketing Communications
IDEA x MONEY = IMPACT
Communication strategy
A communication strategy is a guide for successfulinternational marketing. The communication strategy includes
media strategy and content strategy for different markets,with the goal to create impactful marketing solutions fordifferent brand contexts. The communication strategy is
clustering markets into scenarios and displays how tooptimize media- & content strategy for these markets.
International Marketing Communications
International Marketing Communications
Scenario 3
Scenario 2
Scenario 1
Scen
ario
Lithuania 59%
Czech 49%
Slovakia 50%
Hungary 53%Romania 33%
Estonia 65,4%
Denmark 80%Sweden 80%
Finland 83%
Norway 86%
Latvia 59%
(Russia 27%)*
Poland 52%
Emerging online market Advanced online market Mature online marketEmerging online market Advanced online market Mature online market
Supportive role Integrated role Emancipated role
International Marketing Communications
Scenario 3
Scenario 2
Scenario 1
+ Social media+ Web 2.0 / 3.0+ Experimental+ Viral+ Search marketing+ Website
+ Display advertising+ Geo-targeted*+ Website
Emerging online market Advanced online market Mature online market
+ Display advertising+ Search marketing+ Geo-targeted*+ Website
+ Display advertising+ Social media+ Web 2.0 / 3.0+ Viral+ Search marketing+ Website
Supportive role Integrated role Emancipated role
* Geo-targeted = International activities for many markets, tech-savvy forerunners
Scen
ario
International Marketing Communications
Central vs. Local
International Marketing Communications
No adjustment Full adjustmentMedium adjustment
Brand
Low costs High costsMedium costs
International Marketing Communications
Standardization or Adaptation?
International Marketing Communications
International Marketing Communications
No adjustment Full adjustmentMedium adjustment
Brand
Low costs High costsMedium costs
International Marketing Communications
International Marketing Communications
No adjustment Full adjustmentMedium adjustment
Brand
Low costs High costsMedium costs
International Marketing Communications
International Marketing Communications
No adjustment Full adjustmentMedium adjustment
Brand
Low costs High costsMedium costs
International Marketing Communications
Media revolution
International Marketing Communications
International Marketing Communications
THE GAMEIS CHANGING.
International Marketing Communications
NON STOP.
International Marketing Communications
CHANGE MEANSOPPORTUNITY.
International Marketing Communications
International Marketing Communications
International Marketing Communications
International Marketing Communications
WHAT ISTHE NEXTBIG THING?
International Marketing Communications
Digitalization
Technology is the driver in media revolution.Everything is digitalized.
Even our social networks have been digitalizedand turned into a media. Into social media.
International Marketing Communications
International Marketing Communications
International Marketing Communications
Digitalization = Internationalization
Everything is accessible from everywhere all the time.Everything is transparent.
Consumers and Buying Center have more knowledgethan ever before.
International Marketing Communications
International Marketing Communications
International Marketing Communications
International Marketing Communications
International Marketing Communications
International Marketing Communications
The old communication model isbased on a top-down monologue.
Only18% of TV ad campaigns
generate positive RoMI.
International Marketing Communications
90% of people who
can skip TV ads, do.
International Marketing Communications
...and only 14%of people trust advertising messages.
International Marketing Communications
Whereas, 78% of people trust the
recommendations of other consumers. It’spersonal, interactive, exclusive and relevant.Nielsen ‘trust in advertising’ report, October 2007
International Marketing Communications
12 million articlescreated by volunteers willing to share,distribute and interact with knowledge. In short,most extensive encyclopedia ever created.
International Marketing Communications
>100.000.000million videos stored. A billion views perday. Ten hours of fresh content uploadedevery minute.
No traditional broadcast media can reachto these numbers.
International Marketing Communications
over 3million accounts.Over 5million visits during September 2008.
Exponentially growing platform for corporate,administrative and public figure news feed andcommunication portal with the general public.(Amazon, Barack Obama administration, CiscoSystems, Jet Blue, Whole Foods and LupeFiasco.
International Marketing Communications
100million pageviews amonth.
The social shopping site, Polyvore, gatherstogether the global online fashion communityto share, inspire and guide fellow shopaholicsto find the perfect look.
Polyvore acts as an open-source onlinemarketplace, where users drive the traffic tovarious types of retailers.
International Marketing Communications
International Marketing Communications
Over 10 million members.
Xbox 360 video console hosts 10 millionmembers in its online gaming network, XboxLive. Players are capable of playing together amassive supply of games, or download films,have a video chat, or even operate MSNMessenger. Further statements have beenheard that the Live network will expand acrossvarious other future platforms.
International Marketing Communications
over 300.000 page viewsa month. 700 user generateddesigns battle every week for thelove of the community.
The crowd-sourcing T-shirt company operates onthe basis of user-generated T-shirt graphics, whichare ranked by the loyal consumer community. Ithas been one of the most followed start-upcompanies in 2008 for its outstanding social mediaengagement and over flowing cash register with 9million net profits.
International Marketing Communications
As of June, 108million avatars have beenregistered in the virtualsocial networking site,Habbo.
Average of 8million unique monthlyvisitors and 75 thousand new profilesevery day.
International Marketing Communications
International Marketing Communications
Welcome to the future
International Marketing Communications
73%of active online users have read a blog
Source: Universal McCann comparative study on social media, April 2008
International Marketing Communications
39%Subscribe to RSS Feeds
International Marketing Communications
57%Have joined a socialnetwork
International Marketing Communications
83%have watchedonline videos
International Marketing Communications
Great storytelling & drama + social media = Susan Boyle.Great brand (eurovision) + mass media = Alexander Rybak
International Marketing Communications
Transparency
International Marketing Communications
International Marketing Communications
Transparency
People travel more.The internet.
You can’t fake it…
International Marketing Communications
Digital & InternationalPerfect match
International Marketing Communications
Digital Strategy
International Marketing Communications
International Marketing Communications
Shocking fact:
Marketers are 3 years, ad people 2 years behindaverage people when it comes to digital proficiency.
Were we not once supposed to be cool?
International Marketing Communications
Seeding. Share-of-talk. Social media. Conversational tracking.
Rich-media advertising. Earned media. Twitter. Buzz. Life casting.
Mind casting. Digital asset. Engagement. SEM. SEO. SMO. Love brand.
Interruption. Google analytics. Talk value. Owned media. Mobile
Marketing. Widgets. Apps. Branding. The big idea. Reach. Viral.
E-commerce. Facebook. Bought media. Benchmarks. Best practices.
Speedboats. End of control. Social media policy.
Digital buzzwords explained
International Marketing Communications
Bought media Owned media Earned media
Display advertisinge.g. banners
Paid SEMe.g. google
Seeding
Activity insocial media
WoM / Talk value
SEOe.g. google
Strangers Customers
Websites
Widgets / Apps
Pages in socialnetworks
Fans
All digital media spaceor placement we pay for
All digital media space orplacement we create andown ourselves
All digital media space oraction we have to earnby non-financial efforts
High reach, low involvement,short-term activity.
Medium reach, mediuminvolvement, medium-termactivity.
Low reach, high involvement,digital assets which grow in value,long-term activity.
International Marketing Communications
1 Bought, owned and earned media / Touch points
2 Objectives of digital activities
3 Key target audience and online behaviour
4 Digital Marketing in different market areas
5 Measuring and improving RoMI
Process
International Marketing Communications
Convert Assist Connect
website
banner
portal
Socialmedia
campaignpages
SEM
SEO
viral films
rich media
seeding
viral films
International Marketing Communications
What’s next?The future, today.
International Marketing Communications
Business creativity
International Marketing Communications
From I think to We think.
New sourcing methods.Extremely fast communication.
Knowledge society.Mass intelligence.Crowd sourcing.
International Marketing Communications
International Marketing Communications
Innovation Marketing
International Marketing Communications
The power of
visionary thinking
Innovation Marketing
Innovation is the key for any success.Even ’classic’ media must be innovated.
We learn to forget.
No case is identical, every case deservesan unique approach.
International Marketing Communications
“In 1963, beer brewer Alfred Heineken and architect John Habraken created the Heineken WOBO (WOrld BOttle) - the "brick that holds beer".Heineken came up with the idea during a visit to the Caribbean where he observed two significant problems: beaches littered with bottles and alack of affordable building materials. The WOBO was his solution to these challenges. Unfortunately, this environmentally-friendly design failed totake off and was subsequently shelved. We wonder if it would fare better in today's more eco-sensitive climate...?”
International Marketing Communications
Whopper freakout
International Marketing Communications
Whopper sacrifice
International Marketing Communications
Marketing Intelligence
International Marketing Communications
International Marketing Communications
INSIGHTSTRENDSVISIONS
MOVEMENTSATMOSPHERES
ATTITUDEIDEAS
INNOVATIONBUSINESS
International Marketing Communications
Staying ahead of the game.Gathering, evaluating and structuring
global information, generating freshestideas & insights, turning them into business.
That’s what Marketing Intelligence is about.
International Marketing Communications
WHY!CONTEXT IS KING. BEFORE WE KNOW WHAT TO DO, WE DO NEED TO UNDERSTAND WHY TO DO.
International Marketing Communications
International Marketing Communications
International Marketing Communications
International Marketing Communications
International Marketing Communications
International Marketing Communications
insights
thoughts
atmospheres
trends
developments
tangible results
feelings
innovation
change
moods
?
knowledge
best practices
benchmarks
ideas
visions
International Marketing Communications
A fact helping planners to produce tangible results.
The future is alreadyhere. It is justunevenly distributed.
International Marketing Communications
COLORS FASHION LIFESTYLE SOCIETY …
microtrends, 6 month to 3 years
mesotrends, ca. 5 years
macrotrends, ca. 10 years
megatrends, decades
International Marketing Communications
COLORS FASHION LIFESTYLE SOCIETY …
Consumerinsights
Socialinsights
International Marketing Communications
Lifestyle Living
Entertainment Technology
Economy Media
Business Politics
Society
Design
Working Environment
Family
You name it
International Marketing Communications
Resources and tools
International Marketing Communications
htt
p:/
/w
ww
.go
vir
al.
co
m/
bo
ok
_2
00
8.h
tml
International Marketing Communications