Marketing Communications Strategies

Part 1

Agenda

• How to make strategic marketing communications decisions– The old and new of marketing communications– How to communicate anything to anyone,

anytime– A step-by-step process for designing winning

marketing communication strategies– Measuring the ROI of marketing communications

Source: Ajay K. Sirsi: Marketing: A Roadmap to Success (Pearson)

Agenda

• How to make strategic marketing communications decisions– The old and new of marketing communications– How to communicate anything to anyone,

anytime– A step-by-step process for designing winning

marketing communication strategies– Measuring the ROI (Return On Investments) of

marketing communications

Feedback Target’sresponse

Message as received bythe target

Targetevaluates the message

Selectmessage channel

Encode theMessage

Start

Message as intended

NoiseCompeting ads, other salespeople, distractions

Agenda

• How to make strategic marketing communications decisions– The old and new of marketing communications– How to communicate anything to anyone,

anytime– A step-by-step process for designing winning

marketing communication strategies– Measuring the ROI of marketing

communications

Source: Ajay K. Sirsi: Marketing: A Roadmap to Success (Pearson)