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Achieving Customer Engagement An Introduction to Marketing Communications Dr Claire McCamley 1
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  • Achieving Customer EngagementAn Introduction to Marketing Communications

    Dr Claire McCamley*

  • Marketing communications is a management process through which an organisation engages with its various audiences.*

  • Marketing communications can be used in different ways, by different organisations, in order to achieve specific organisational objectives.

    Marketing communications is a process through which organisations and audiences engage with one another.

    *

  • Through an understanding of an audiences preferred communications environments, participants seek to develop and present messages, before evaluating and acting upon any responses.By conveying messages that are of significant value, participants are encouraged to offer attitudinal, emotional and behavioural responses.*

  • The exchange process is developed and managed byResearching customer/stakeholder needsIdentifying, selecting and targeting particular groups of customers/stakeholders who share similar discriminatory characteristics, including needs and wantsDeveloping an offering that satisfies the identified needs at an acceptable price, which is available through particular sets of distribution channels*

  • Making the target audience aware of the existence of the offering.Where competition or other impediments to positive consumer action exist, such as a lack of motivation or conviction (action), a promotional programme is developed and used to communicate with the targeted group*

  • There are three simultaneous levels of marketing communications effects: the processing of the actual communication itself (eg: a press advertisement); the stage in the decision making process (eg: searching for information); and the overall stage in the brand communication effects (eg: selection of brand preference). (Rossiter and Bellman 2005, p.24),

    *The mechanics of the marketing communications process

  • 2009 John Wiley & Sons Ltd.www.marketing-comms.com

    *The mechanics of the marketing communications processSender or Source

    2009 John Wiley & Sons Ltd.www.marketing-comms.com

  • Encoding here you make a choice of how to encode your messageFirst so it will be understood by the reader/receiver of the messageSecond to increase the chances of achieving the objectives of the communicationChannel of communication what means will you use to communicate your messageVerbally, note, etc.*The mechanics of the marketing communications process

  • Decoding receiver is not passive in the communication process, but is a dynamic influence and partnerIt is not enough that the message has been delivered, it must also be understood and interpretedFeedback very important, this tells the sender if the message has been understood and interpreted correctlyNoise this is anything that interferes with the message, new marketing strategy is confusion marketing, where this element is used.

    *

  • The promotion mix is the specific blend of advertising, public relations, personal selling, sales promotion and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships

    *

  • *Scope of Marketing Communications

  • *Sources of communication by type Source: After Duncan, T. and Moriarty, S. (1997)

    Least credible Most credibleABSENCE of COMMUNICATION

    No information or feedback when an unexpected delay or service failure has occurred, or in any situation when the customer feels he is out of control of the situation.

    PLANNED MESSAGESPRODUCT MESSAGESSERVICE MESSAGESUNPLANNED MESSAGESMass CommunicationsAppearanceInteraction with service processesWord of Mouth referralsBrochuresDesignDeliveriesReferencesDirect ResponseUsefulnessInvoicingNews storiesSalesProduct IngredientsClaims handlingGossipWebsitesEco-content of productAfter Sales ServiceUnreported complaints

  • Marketing communications can be described as What the firm SAYS, What the firm DOES and What others SAY and DO The degree to which these three types of communication are trusted is in direct variance to the degree of planning and control. That is, the least trustworthy is the companys planned campaign, and the most trusted source are peers in the brand experience. *The Integrated Communication Triangle

  • Consider the integrated communications triangle...apply it to an organisation feedbackWhat the firm saysWhat the firm doesWhat others say and do

    *Task

  • *Need to match what we say with what we do.Bad customer service can tarnish a well polished marketing communications campaign

  • Demonstrate the link between marketing communications and buyer behaviour These then determine our marketing communications objectivesThere are different stages in the buyer behaviour processThere are different motivations for purchasingLink between strategy and promotional objectives

    The task of marketing communications*

  • SalesImage enhancementReputation buildingMaintaining customer relationshipCreation of positive attitudes towards a product or serviceDecision making process is keyObjectives are required in order to determine the decision making processBuilding brand awarenessBuilding brand loyalty

    Aims of marketing communications*

  • Aims of marketing communications can be considered in terms of:Communicating the desired informationCommunicating the desired attitudesTo the right people At the right timeAt the right costAchieving the correct / anticipated outcome

    Aims of marketing communications*

  • *DRIP

    TaskSub-taskExplanationDifferentiatePositionTo make a product or service stand out in the categoryReinforceRemind or reassureTo consolidate and strengthen previous messages and experiencesInformMake aware, educateTo make known and advise of availability and featuresPersuade Purchase of make further enquiryTo encourage further positive purchase-related behaviour

  • AIDA*

  • *Marketing communications orientations

    OrientationExplanationInformation and productionCommunications are used to persuade people into product purchase, using mass-media communications. Emphasis on rational, product-based informationProcess and imageryCommunications are used to influence the different stages of the purchase process that customers experience. A range of tools is used. Emphasis on product imagery and emotional messagesIntegrationCommunication resources are used in an efficient and effective way to enable customers to have a clear view of the brand proposition. Emphasis on strategy, media neutrality, and a balance between rational and emotional communicationRelationalCommunication is used as an integral part of the different relationships that organisations share with customers. Emphasis on mutual value and meaning plus recognition of the different communication needs and processing styles of different stakeholder groups.

  • Promotional Mix*

  • Risk is determined by how involved the purchase is.How much information is required before making the purchase?

    Buyer Decision making process*

    Low InvolvementHigh InvolvementCrispsNewspaperToiletries Mobile phoneClothesHoliday

  • High involvementPurchase is of high personal relevance High perceived riskThey require a great deal of involvement in the purchase decisionE.g. cars, house

    Time spent researching prior to purchaseImplications for marketing communications process?

    Involvement*

  • Low involvement purchase suggests little threat or risk to the consumerLow-priced itemsFoodCleaning productsFrequently purchased items

    Levels of involvement affect the decision-making process.Low information requirement

    Involvement*

  • Communications tasks*

  • Awareness of the existence of a product or brand is necessary before any purchase will be made.Awareness needs to be created, developed, refined or sustained.This depends on the characteristics of the market and the situation facing an organisation at any given point in time.New product / marketAppleOver crowded marketCereals

    Awareness*

  • Awareness*

  • Audiences need information and knowledge about the product and its specific attributes. Often the audience needs to be educated and shown either how to use the product or how change (in attributes) might affect their use of the productE.g. if a product has changed part of its product offeringiPhone 6New car modelComprehension*

  • By encouraging beliefs that a product is superior to others in a category or can confer particular rewards through usage, audiences can be convinced to trial the product at the next purchase opportunity

    Conviction*

  • Potential buyers need help and encouragement to transfer thoughts into behaviour...make a purchase

    Providing free-phone numbers, website addresses, reply cards, coupons and sales people helps people act on their convictions.

    Action*

  • What elements of the promotional mix should be used for each state of awareness?*Task

  • ReadingMarketing Communications: A Brand Narrative Appraoch, Michael Dahlen, Lange, F. and Smith, T., Wiley Publications (Chapter 1 and 2)Marketing Communications, Chris Fill, Financial Times/Prentice Hall (Chapter 1)

    *

    **********


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