The Power of Integrated Marketing Communications by Yuliya Musakovska

eleks.com

This is me.

● 13+ years in marketing and communications

● 9+ years in IT industry● 4 international companies● 10+ people coached into profession● 4 published books (poetry)● Currently Head of Marketing @

TOP 10

2+ “marketings” within a company

Campaigns deliver chaotic messages

Same-looking company brands

Company’s market positioning is unclear internally

Observations

Mostly relevant for large global companies.

Note:

No differentiation

Consequences

Brand

No clear brand vision

Doublework

Inconsistent Messaging

Confusion

Money lost

The Reality of Today’s Market

Media Explosion:

Multitude of Channels

The Rise of Social:

Customers in Charge

Differentiate or Die:

Branding Rules

Are you really getting your Brand Message across?

Why Brand Matters

➔Consumers are willing to pay more money for higher equity brands.

“Brand Equity is the intangible value of a brand added to a product or service from a perception in customer’s minds”(Tom Duncan, “Integrated Marketing Communications)

The Role of IMC

➔IMC build Brands and increases Profit Margin.

Integrated marketing communications (IMC) employs marketing strategies through multiple marketing communications to build and maintain strong brands. The premier way for organizations to manage customer experiences in the digital age.

Corporate Social ResponsibilityPublic Relations

Internal Communications

Newsletters

Visual Design

Marketing and Corporate Collaterals

Website and Blog

Media Relations

Integration is

Synergy

IMC Executive and Thought Leadership

Events

Social Media

How does IMC really work?

ELEKS Google Glass ExperimentChannels

● Website● Blog● Newswire● Social Media● Technology Media● Events● Customer

Newsletter/Nurturing ● Employee Newsletter

Technology article

Award entry

Multiple Content TypesPress release/Media

pitchPromotional video

Event showcase Marketing case study

Google Glass

ExperimentClear, consistent and compelling message:

ELEKS pioneered in applying the new technology for commercial use

Apple Watch App for Tesla CarChannels

● Blog● Website● Newswire● Social Media● Technology Media● Events● Customer

Newsletter/Nurturing● Employee Newsletter

Integrated Campaign Series

Brand Message / Differentiator:

ELEKS is an early adopter of new technologies that continually explores their potential for the business use

Campaign 1Google Glass Experiment

Campaign 2Apple Watch App for

Tesla Car

Campaign 3Mobile 3D Car

Preview

Campaign 4Holiday VR Game

Case Study ⇆ Article ⇆ Press Release ⇆ Presentation ⇆ Video ⇆ Direct Mail

Social Media | Blog | Website | Events | Email Campaigns | Newswire | Technology Media

Brand Strategy

Why Integration?

Your Brand

Saves Costs

Builds trust in your Brand

Improves morale

Increases effectiven

essand

efficiency

Takes away

Confusion

To optimize the communication of a consistent message carrying the company's brand to stakeholders

Brand Strategy

↑Sales and Marketing Strategy

Continuous experimentation

Multi-channel campaigns

Brand Positioning is the base

Keeping everyone in sync

Measuring effectiveness of channels

Alignment of key stakeholders

Best practices development

Always using the Brandbook

Dialogue with key audiences

Integrated Marketing Team

Employer branding

Tech community content

Professional events

Integrated Team

Internal news/newsletters

Corporate and social events

Employee motivation campaigns

Talent Acquisition collaterals

Website, SEO, web analytics

E-mail campaigns

Media relations

Marketing collaterals

Effective Brand

Building

Global events

Advantages:➔ Best practices and quality standards➔ Top-level in-house marketing agency➔ Brand focus➔ Cost efficiency

What’s hot?➔More vivid brand

differentiation➔Knowledge of customer

insights➔Need for brand evangelists➔Customer and employee

brand advocacy➔Raising the level of

transparency

Inspired by Technology.Driven by Value.

Feel free to connect on LInkedIn: https://ua.linkedin.com/in/yuliya-musakovska-86570b2