STRATEGIC MARKETING

COMMUNICATION

30 November 2019

Key Themes – Strategic Marketing Communication

STRATEGIC MARKETING

Business Development and Marketing

Strategy

OrganisationPurpose and

Value

Competitive Advantage

Government and Business

(PPPs)

Economic Growth and Inclusivity

Entrepreneurship and SMMEs

• Context: strategic marketing communication

• Investor and public relations and the impact of markets and macro-economic factors on

sectors and organisations

• Nature and channels of communication that are available to be used

Agenda

• Perceptions of stakeholders, employees and customers, in receiving and sending

messages

• Emotional intelligence and sensitivities in dealing with communication effectively.

• Group and individual communication methods and processes

• Authenticity and credibility of communication sources

• Market intelligence, research and data analytics

Agenda

VUCA World: Investor and Trade Challenges

Crises in 2019/20:

Natural Disasters:

• Severe drought in Africa and Southern Africa (El Niño); implications for agriculture and food prices; consumer price inflation

Rand Currency Fluctuations:

• Rand recently appreciating against US Dollar and foreign currencies, after depreciating by more than 20% (3 years)

Energy Prices:

• Oil has fluctuated from highs of $147 a barrel to below $33 a barrel, with its impact on economies globally (e.g. Nigeria and Opec countries such as UAE)

Global Migration:

• Particularly the wars in North Africa and instability in the Middle East, leading to millions of migrants moving to Europe and other safer countries

Leadership Issues:

• Elections and political crises; Government instability; lack of statesmanship/global leadership; US-China trade wars; Brexit

International Terrorism

• ISIS, Boko Haram and other groupings, regular reports of bombings and civilian deaths, driven by various ideologies

Source: World Health Organisation

2050: World Population Growth

Source: Goldman Sachs (2014)

2030: What the World Wants

(Changing Global Consumption Patterns)

8

Leadership and Marketing Communication Strategy

Key Questions

Context (Why?)

Content (What?)

Process (How?) Why? What?

How?

Gap Analysis

Where are we now?

Where do we want to be?

How do we get there?

A Steep Contribution Curve

Pursuing Excellence in Communication to Optimise Organisation Performance

Leadership

Renewal

Transformation

Common Purpose

Competencies

Differentiation

Values Driven

Driving

Performance

Relevance to

Stakeholders

Vision

Mission

Strategy

Making the Future a Reality

for all Stakeholders

Building a Culture to Underpin

and

Deliver Vision

Leadership and Management

Su

cc

es

sfu

l Ex

ec

utio

n

2017 2018 2019

Organisation

Value

Key Performance Areas and Objectives

Contribution of Effective Marketing to Organisation Performance

Effective communication is the lifeblood of an organisation. It is the

medium through which an organisation’s vision and goals are

interpreted and understood by both its internal and external

stakeholders

Source: Transport for London Business Plan

December 2016

BOGOTA, COLUMBIA

CASE STUDY

Inner City Renewal to Provide

Pedestrians with Equal Rights to

Access and Transport Pathways

Enrique Penelosa

International Benchmarking (Case – Public Transport)

ABU DHABI

TMM CASE STUDY

Inner City Renewal to Provide

Pedestrians with Equal Rights to

Access and Transport Pathways

BOGOTA, COLUMBIA

CASE STUDY

Inner City Renewal to Provide Pedestrians with Equal Rights to Access and

Transport Pathways

Enrique Penelosa

https://www.youtube.com/watch?v=CZE3ClCA1m4

International Benchmarking (Case – Public Transport)

WHO Principles of Strategic Communication

Disaster Risk Management

- Crisis management

- No dress rehearsal

- Perceptions and reality

British Petroleum (BP) Mexican Gulf Crisis

- Global impact

- Society and the common good

- Authenticity

- Ethical

- Financial and reputation risk

(INSEAD Case Study)

Investor and Public Relations

Strategy – plan to achieve objectives

- Vision, Mission and Culture underpin strategy

- Identifies clear and measurable communications objectives with evaluation

- Relevant audiences and available channels

- Plan of activities and a timetable

- Addresses communication risks and mitigation

- Confirms resources – financial and people

Marketing Communication Strategy - Approaches and Models

Leadership Models and Styles

- Sender, message, channels, noise, receiver

(Shannon and Weaver)

- Social context and relationships influence the

message sent/received (Wilbur Schramm)

- Barriers to effective communication (Walter

Lippmann)

- ‘Hawthorne effect’ – experiment/change

employees through actions: ‘we care’

- Public opinion shaped by ‘belief, attitude,

values’ – can change and lead to social action

(Grunig)

- Diffusion theory (categories): Innovators, Early

adopters, Early majority, Majority, Non-

adopters (laggards) – influence of customs and

culture or people, organisations and society

- Diffusion theory (stages): Awareness, Interest,

Evaluation, Trial, Adoption

Communication Strategy - Approaches and Models

Degree of Authority

Marketing Communication Dilemmas

Degree of Participation

XX

Reality

Perception

Individual

Communication

Group/Team

Communication

X

Short Term

Objective

Long Term Vision

X

Source: Trompenaars and Voerman, 2009

Channel

Effectiveness

Communication Channels

Informal

Communcation

(Grapevine)

Organisation

Structure

X

Source: Allyn and Bacon, 2008

Game Changers:

• Landscape (Broad Context

- Quantum computing

- Open Intellectual Property (IP - Open Source)

- User control and orientation

- MOOCs and education/knowledge access

- Disruptive technologies

• Technology (Platforms)

- Universal memory

- Multi-core availability 24/7 (always on)

- ‘Internet of things’

- Silicon photonics (big data transfer/networks)

- Cloud computing (data storage)

• Software Applications (How messages delivered)

- Appropriate access

- Natural user interfaces (connectivity)

- Artificial intelligence (users/technology)

Market Intelligence, Research, Data Analytics

Source: Government Communication Service, HM Government, July 2015

Source: Government Communication Service, HM Government, July 2015

Market Intelligence, Research, Data Analytics

21

Organisational Capital and Alignment (Example)

Road Map (and Mirror) – Marketing Communicating for Impact

Sourc

e F

inance

Change M

gm

t

Reso

urc

es

Incenti

ves

Infr

ast

ructu

re

Leaders

hip

Com

mon G

ood

Str

ate

gic

Pla

n

Valu

e a

nd R

OI

Perf

orm

ance

Vision, Mission, Culture, Values, Ethics

Core Business Capability

Strategic

Priorities

Focus

People

Capability

Sta

kehold

ers

Tim

eline

Communication

STRATEGIC MARKETING

COMMUNICATION

30 November 2019