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Marketing Communicatie and the Consumer HC samenvatting
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Uitgebreide samenvatting van de HC's van het vak Marketing Communication and the Consumer
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By: saschavleeuwen • 2 year ago
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Marketing Communication & the consumer – Hoorcollege 1Integrated Marketing Communications (IMC) evolution:
For many years: advertising via mass media, dominant form of marketing communications
1980’s characterized by arrival of new disciplines such as public affairs, PR, direct marketing
and sales promotion
o All the disciplines communicated in a different way with the audience. If you do this,
your imago is not consequent
Since 1980s marketing communications integration of disciplines (such as PR, direct sales,
direct marketing)
o Synergy of disciplines plays a different rol in Return on Investment (ROI). The
benefits of this combination were discovered.
Try to coordinate all promotial elements/ marketing activities that communicate with
customers!
IMC (integrated marketing communications)
Strategic business process to plan, develop, execute and evaluate brand communication
programs
o Addectief model, het is geen statisch model. Er kwam een behoefte om alle
onderdelen op te nemen in de marketingstrategie.
o Evaluate all communication programs and determine the most useful way of
communication how to reach your target; to identify most effective ways of
communication
o Big picture on building strong brands + Combine every sort of media type
o Enabling marketers to create a consistent and unified image
Changing media consumption worldwide
For example: consumption pattern of media (the average media consumption, minutes per day).
Budget from offline online
Verschuiving van marketingcommunicatie: veel gaat online. Omdat veel merken op deze
manier gaan communiceren, moeten merken eruit springen om zodoende op te vallen
Trend van de micro-marketing.
Niet alleen uit paid search of advertenties op de tijdlijn
Een belangrijke ontwikkeling is location based marketing
o Location based marketingtechniek: bijvoorbeeld, wanneer je langs een locatie
loopt, een advertentie te zien krijgt van een winkel in de buurt. Bijvoorbeeld in
winkelgebieden.
, Four basic touch points (=contact) with stakeholders or consumers
Company created touch points: door een organisatie gecreeerde touchpoints. Bijvoorbeeld
communicatie via een eigen website of social media-accounts. ( advertising, branded
entertainment, point of purchase, packaging)
Intrinsic touch points: de contactmomenten die consumenten hebben in het sales proces.
Bijvoorbeeld contact met verkooppersoneel. Als marketeer kun je hier weinig controle over
hebben. (advice)
Consumer-initiated touch points: contacten die klanten hebben met klantenservice via
telefoon of social media-accounts. Deze worden goed gemanaged.
Unexpected touch points: deze zijn het gevaarlijkst voor een merk. Het gaat hier veelal om
UGC. Deze contactpunten zijn desastreus voor een merk wanneer het niet goed gemanaged
wordt. Hoe kunnen deze worden gemanaged? – unplanned communication touchpoints
(review websites, WoM)
Contact points: control vs. impact
How much impact and how much control you have over this communication?
Planned company-related touch point a lot of control but don’t have a lot of impact.
Unexpected touchpoints a lot of impact but they are hard to control by the brand.
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