MARKETING COMMUNICATION

MODULE 2

 Corporate communication is the message issued by a corporate organization, body, or institute to its publics. "Publics" can be both internal (employees, stakeholders, i.e. share and stock holders) and external (agencies, channel partners, media, government, industry bodies and institutes, educational and general public). An organization must communicate the same message to all its stakeholders, to transmit coherence, credibility and ethic. If any of these essentials is missing, the whole organization may fail. Corporate Communications help organizations explain their mission, combine its many visions and values into a cohesive message to stakeholders.

 According to the book Essentials of Corporate Communication by Cees van Riel and Charles Fombrun the term Corporate Communication can be defined as the set of activities involved in managing and orchestrating all internal and external communications aimed at creating favorable starting points with stakeholders on which the company depends. Corporate communication consists of the dissemination of information by a variety of specialists and generalists in an organization, with the common goal of enhancing the organization's ability to retain its license to operate Corporate communication is historically linked to the field of public relations, which has been concerned with the voice and image of big business for nearly a century.The Fathers of Public Relations, Ivy Ledbetter Lee and Edward L. Bernays addressed some issues that managers still face today in corporate communication. Issues in corporate communication are: .

 The large social, political, economic, and cultural climate in which corporations create their images and project their voices; The opportune moment or the creation of circumstances for corporate communications; The need to understand and capitalize on the psychology of constituencies The best mix of communication channels (e.g., videoconferences, email, reports) The ethical dimension of corporate communication.

 A modern corporate communication function performs company wide, global activities such as corporate advertising, and the management of corporate identity and image and reputation, as well as communications issues targeted more narrowly to a particular constituency important to the company as a whole, such as employees, customers, investors, government, or the public. The public is often represented by self-appointed activist nongovernmental organziations (NGOs) who identify themselves with a particular strategic issue. To address the concerns of these generic groups, most companies have created specialized departments responsible for communicating about and with these groups

 Internal Communications: A group responsible for communicating with employees, that frequently interfaces with the human resources function in the company. Marketing Communications: A group responsible for communicating with the company's customer accounts and often interfaces with marketing and customer service functions in the company. Investor Relations: A group responsible for communicating with investors and analysts who monitor the company's financial performance and prospects. Government Relations: Often called "public affairs", these specialists are generally responsible for improving the company's relationships with regulators, legislators, and other government representatives. Public Relations: A group whose responsibilities would include interacting with the diffuse set of NGO and activist groups motivated by concern over a specific social problem to which the company may be contributing.

 Marketing Communications (or MarCom or Integrated Marketing Communications) are messages and related media used to communicate with a market. Marketing communications is the "promotion" part of the "Marketing Mix" or the "four Ps": price, place, promotion, and product. Those who practice advertising, branding, brand language, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales promotion and online marketing are termed marketing communicators, marketing communication managers, or more briefly, marcom managers.

 The communication process is sender-encoding-transmission device-decoding-receiver, which is part of any advertising or marketing program. Encoding the message is the second step in communication process, which takes a creative idea and transforms it into attention-getting advertisements designed for various media (television, radio, magazines, and others).

Messages travel to audiences through various transmission devices. The third stage of the marketing communication process occurs when a channel or medium delivers the message. Decoding occurs when the message reaches one or more of the receiver's senses. Consumers both hear and see television ads. Others consumers handle (touch) and read (see) a coupon offer.

 Traditionally, marketing communications practitioners focused on the creation and execution of printed marketing collateral; however, academic and professional research developed the practice to use strategic elements of branding and marketing in order to ensure consistency of message delivery throughout an organization - a consistent "look & feel". Many trends in business can be attributed to marketing communications; for example: the transition from customer service to customer relations, and the transition from human resources to human solutions and the trends to blogs, email, and other online communication derived from an elevator pitch. Social commercials are rising, thanks to services like YouTube and Vimeo. According to a 2011 study, "88% of all companies that have conducted social media advertising are satisfied with it." Indeed, social commercials are steadily permeating our everyday lives, in the forms of billboards, apps, TV, and even print media.

 Every opportunity to impress the organization's (or the individual's) brand upon the customer is called a brand touch point (or brand contact point.) Examples include everything from TV and other media advertisements, event sponsorships, webinars, and personal selling to even product packaging. Thus, every experiential opportunity that an organization creates for its stakeholders or customers is a brand touch point. Hence, it is vitally important for brand strategists and managers to survey all of their organization's brand touch points and control for the stakeholder's or customer's experience.

 Marketing communications, as a vehicle of an organization's brand management, is concerned with the promotion of an organization's brand, product(s) and/or service(s) to stakeholders and prospective customers through these touch points. Marketing communications is focused on the product/service as opposed to corporate communications where the focus of communications work is the company/enterprise itself. Marketing communications is primarily concerned with demand generation and product/service positioning while corporate communications deal with issue management, mergers and acquisitions, litigation, etc.

 Integrated Marketing Communications (IMC) is defined as customer centric, data driven method of communicating with the customers. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. This management concept is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.

 It is a process for managing customer relationships that drive brand value primarily through communication efforts. Such efforts often include cross-functional processes that create and nourish profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialog with them. IMC includes the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program in order to maximize the impact on end users at a minimal cost. This integration affects all firm's business-to-business, marketing channel, customer-focused, and internally directed communications. It ensures that all forms of communications and messages are carefully linked together.

 The Foundation - corporate image and brand management; buyer behavior; promotions opportunity analysis. Advertising Tools - advertising management, advertising design: theoretical frameworks and types of appeals; advertising design: message strategies and executional frameworks; advertising media selection. Advertising also reinforces brand and firm image. Promotional Tools - trade promotions; consumer promotions; personal selling, database marketing, and customer relations management; public relations and sponsorship programs. Integration Tools - Internet Marketing; IMC for small business and entrepreneurial ventures; evaluating and integrated marketing program

 The Internet has changed the way business is done in the current world. The variables of segmentation, targeting and positioning are addressed differently. The way new products and services are marketed have changed even though the aim of business in bringing economic and social values remain unchanged. Indeed, the bottom line of increasing revenue and profit are still the same. Marketing has evolved to more of connectedness, due to the new characteristics brought in by the Internet. Marketing was once seen as a one way, with firms broadcasting their offerings and value proposition. Now it is seen more and more as a conversation between marketers and customers.

 Marketing efforts incorporate the "marketing mix". Promotion is one element of marketing mix. Promotional activities include advertising (by using different media), sales promotion (sales and trades promotion), and personal selling activities. It also includes Internet marketing, sponsorship marketing, direct marketing, database marketing and public relations. Integration of all these promotional tools, along with other components of marketing mix, is a way to gain an edge over a competitor

 Integrated marketing is based on a master marketing plan. This plan should coordinate efforts in all components of the marketing mix. A marketing plan consists of the following six steps: Situation analysis Marketing objectives Marketing budget Marketing strategies Marketing tactics Evaluation of performance

 Integrated marketing communications aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, Internet Radio, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, traditional radio, and television.

 A company develops its integrated marketing communication program using all the elements of the marketing mix (product, price, place, and promotion). Using outside-in thinking, Integrated Marketing Communications is a data-driven approach that focuses on identifying consumer insights and developing a strategy with the right (online and offline combination) channels to forge a stronger brand-consumer relationship. This involves knowing the right touch points to use to reach consumers and understanding how and where they consume different types of media

 Despite its many benefits, Integrated Marketing Communications, or IMC, has many barriers. In addition to the usual resistance to change and the special problems of communicating with a wide variety of target audiences, there are many other obstacles which restrict IMC. These include: Functional Silos; Stifled Creativity; Time Scale Conflicts and a lack of Management know-how. Take functional silos. Rigid organisational structures are infested with managers who protect both their budgets and their power base. Sadly, some organisational structures isolate communications, data, and even managers from each other. For example the PR department often doesn't report to marketing. The sales force rarely meet the advertising or sales promotion people and so on. Imagine what can happen when sales reps are not told about a new promotional offer!

 And all of this can be aggravated by turf wars or internal power battles where specific managers resist having some of their decisions (and budgets) determined or even influenced by someone from another department. Here are two difficult questions - What should a truly integrated marketing department look like? And how will it affect creativity? It shouldn't matter whose creative idea it is, but often, it does. An advertising agency may not be so enthusiastic about developing a creative idea generated by, say, a PR or a direct marketing consultant.

 IMC can restrict creativity. No more wild and wacky sales promotions unless they fit into the overall marketing communications strategy. The joy of rampant creativity may be stifled, but the creative challenge may be greater and ultimately more satisfying when operating within a tighter, integrated, creative brief. Time horizons add one more barrier to IMC as different time scales affect a creative brief. For example, image advertising that is designed to nurture the brand over the longer term may conflict with shorter term advertising or sales promotions designed to boost quarterly sales. However, the two objectives of improving the brand and sales can be accommodated with IMC planning.

 But this kind of planning is not common. A survey in 1995, revealed that most managers lack expertise in IMC. But its not just managers, but also agencies. There is a proliferation of single discipline agencies. There appear to be very few people who have real experience of all the marketing communications disciplines. This lack of know how is then compounded by a lack of commitment.