Marketing & Social Media

Emphasizes teamwork both inside the company and among all the marketing channel organizations

• Forming cross-functional teams inside the firm
• Building logistics partnerships
• Outsourcing to third-party logistics providers for functions required to get a client’s product to market

• Numeric distribution
  • In how many retail branches am I present?
    • 100 branches carry our product category
    • 40 branches carry our product
    • This indicates a numeric distribution of 40%
    • (Amount of branches that carry our product x 100)/(total amount of branches in Region / CH)
• Weighted distribution
  • Includes turnover/level of sales in branches, where my product is available
  • E.g. 40 | 80 (40 numeric distributions, | 80 weighted distribution
  • Interpretation: my product is available in 40% of all possible branches that carry the product category analysed. Those 40% (of total branches) actualize 80% of the total turnover achieved in the corresponding product category.
  • Conclusion: good overall distributionjkedfl566
• Distribution factor
  • Weighted distribution/numeric distribution = factor
  • A factor under 1.0 indicates that the analysed product is mainly available in branches with turnover below average
  • A factor of 1,0 tells us that the analysed product is in all categories of branches equally strong present.
  • A factor above 1,0 indicates that the product analysed is sold in more top selling branches than in branches with weak turnover.

• New retail forms and combinations – multi channel becomes omni channel
• Growth of intertype competition
• Competition between store-based and non-store-based retailing
• Showrooming with cross-channel opportunities
• Growth of giant retailers
• Decline of middle market retailers
• Growing investment in technology
• Global presence of major retailers

Vison and Mission (Basics

• Corporate image (external)
• Corporate behaviour
• Corporate culture (beliefs)
• Corporate design (visualization)
• Corporate communications
• Corporate advertising

Factors changing the face of today's marketing communications:

• Changing consumers
• Changing marketing strategies
• Advancements in digital technology
• Noise
• Multiple information sources about the firm
• Competitive communications
• Evolving communications technologies
• The regulators
• Public perception of communications techniques.

• We don't need it
• We've already done that
• It's an unnecessary expense
• We need different messages for different audiences?

Promotional Communication = Marketing Communication

• Advertising
• Promotion
• Sponsoring
• Sales
• Direct marketing
• Online marketing

Corporate communication

• Internal communication
• Public relations
• Media relations
• Investor relations
• Employer communication
• General public relations

Customer and Employee communicate with interactive communication.

Employee and Corporation communicate over internal communication

Corporation and Customer communicate over external communication.

• Marketers reach smaller consumer segments in interactive and engaging ways.

• Mix of traditional mass media and a wide array of online, mobile, and social media.

• Content marketing managers create, inspire and share brand messages and conversations.

Transmitter -> Transmission channel -> recipient

Encoding --> decoding & interpretation

General model of the communication process

1. Source
2. Encoding the message
3. Transmitting the message to the recipient
4. Decoding the message
5. Change in recipient's behaviour

1. Source
   1. Communication skills
   2. Attitudes
   3. Knowledge
   4. Social system
   5. Culture
2. Message
   1. Content
   2. Elements
   3. Treatment
   4. Structure
   5. Code
3. Channel
   1. Hearing
   2. Seeing
   3. Touching
   4. Smelling
   5. Tasting
4. Receiver
   1. Communication skills
   2. Attitudes
   3. Knowledge
   4. Social system
   5. Culture

• awareness objectives, which bring goods and services, products and brands into the consumers’ “latent set”, meaning general awareness
• acceptability objectives, which bring goods and services, products and brands into the consumers’ accepted short-list (“evoke set”) for a use, purpose or a usage category
• profiling objectives, which positively differentiate goods and services, products and brands from competing offers.

• Informative advertising
  • Communicating customer value
  • Building a brand and company image
  • Telling the market about a new product
  • Explaining how a product works
  • Suggesting new uses for a product
  • Informing the market of a price change
  • Describing available services and support
  • Correcting false impressions
• Persuasive advertising
  • Building brand preference
  • Encouraging switching to a brand
  • Changing customer perceptions of product value
  • Persuading customers to purchase now
  • Creating customer engagement
  • Building brand community
• Reminder advertising
  • Maintaining customer relationships
  • Reminding consumers that the product may be needed in the near future
  • Reminding consumers where to buy the product
  • Keeping the brand in a customer's mind during off-seasons

• 34% Online (2100 Mio.)
• 18% Presse (1117 Mio.)
• 15% Direct marketing (984 Mio.)
• 12% TV (774 Mio.)
• 11% advertising gadgets (706 Mio.)
• 7% Event sponsoring - live sponsoring , billboards, posters (452 Mio.)
• 2% radio (151 Mio)
• 1% paper info (75 Mio.)

1. Earned Media
   1. WOM, Buzz, Foren, External Blogs etc.
   2. High credibility and low control
2. Owned Media
   1. Website, Blog, Twitter, Facebook, catalogs, flyers, billboards
   2. Medium credibility and medium control
3. Paid Media
   1. Advertising & Co
   2. Low Credibility and High control

There is an average information overlaod of 98%
Average ad to be read takes 40 to 45 seconds - time spent 2 secons.

people can not process that much information and feel overwhelmed by it. Result is distancing

Uniform appearance and greater acceptance

• Synergies in the use of different communication tools
• Increase motivation and identification of employees
• Improved targeting
• Compliance of internal and external views
• Competitive differentiation
• Greater control
• Reduction of "Information Overload"
• Realization of cost reduction potentials

Trends which underline the growing importance of integrated communication

• Progressive saturation of markets and harmonization of products. Instead in a product competitive market companies are rather in a communication competition today. Advertising investments rise.
  • Advantages
  • Communicative differentiation in the market
  • Synergy effects in case of use of various instruments
• Increasing number of channels, media and communication tools.
  • Advantages
  • Increased efficiency through coordination of the various measures
• Information overload and overstimulation among consumers. Advertising is the longer the more not perceived and customers are less aware.
  • Advantages
  • Higher credibility of advertising
  • Faster and simpler perception of the messages among the target group
  • Higher acceptance among the target group as a result of a uniform appearance.

New marketing communications model

• More targeted, social, and engaging

Integrated marketing communications

• Integrates and coordinates the company's many communications channels
• Delivers a clear, consistent, and compelling message about the organization and its brands

• Consideration of integrated communications as a corporate task
• Support from the company management, respectively -communication
• Consideration and integration of all communication tools, including instruments of corporate communications such as Public Relations
• Developing a strategic communications concept, which targets the perception of stakeholders
• Inclusion of internal communication
• Development of communication rules
• Creating flat hierarchies
• Promoting interdepartmental cooperation
• Development of integration awareness among employees
• Implementation of process controls, for example, using an electronic reporting system
• Carrying out continuous efficacy and efficiency analyses

Push marketing is information to the customer

Pull marketing customer is looking for the right information

Push strategy

1. Producer
   1. Producer marketing activities (personal selling, trade promotion, other)
2. Retailers and wholesalers
   1. Reseller marketing activities (personal selling, advertising, sales promotion, other)
3. Consumer

Pull strategy is recurrent and also known as reverse marketing

• Consumers demand from
• Retailers and wholesalers demand from
• Producers which producer marketing activities (consumer advertising, sales promotion, other) to the
• Consumers

• Define
• Measure
• Analyze
• Improve
• control