Marketing communication strategy fmcg,mac game store gift code,brand strategy conference 2015 - New On 2016

Every marketing communication strategy, be it, traditional mass –one to many, e-mail based- one to one, or internet web based-many to many; no matter which method you use, its main objectives are, to Inform, Persuade and Remind.
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One can argue the importance of traditional marketing today however there is a growing demand for incorporating a digital strategy. Thus, implementing a strong search strategy increases the website’s visibility in the search engines, drives more traffic to the website and increases a businesses’ potential for a variety of positive opportunities. Social media marketing is a great medium for businesses to build and increase their brand presence. A report by Social Media Today points out that 83% of B2B marketers today invest in social media to increase brand exposure; 69% to increase web traffic and 65% to gain market insights.
E-mail marketing also enables businesses to keep their current and prospective customers up-to-date with their business. With the alarming rate of BYOD policies being adopted in organizations and the increase in people using smartphone devices, businesses need to shift their concentration on mobile advertising too! This entry was posted in Uncategorized and tagged Digital marketing elements, Digital Media Marketing, Social Media on December 24, 2014 by Vedika Kothari. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Covers an introduction to communication theory relating to integrated marketing communications in marketing. Want more FREE resources?
Category Need – Establishing a product or service category as necessary to remove or satisfy a perceived discrepancy between a current motivational state and a desired emotional state. Brand Awareness -Ability to identify (recognize or recall) the brand within the category, in sufficient detail to make a purchase. Brand Attitude – Evaluation of the brand with respect to its perceived ability to meet a currently relevant need.
Brand Purchase Intention - Self-instructions to purchase the brand or to take purchase-related action.
For example, Geico advertises that a 15-minute phone call can result in a 15 percent reduction on auto insurance, combining both brand attitude and a call to action to build brand purchase intentions.


Unlike traditional marketing, it is a form of inbound marketing and its goal is for you to find the concerned business. It is learnt that over the last year expenses on traditional marketing has fallen nearly 160% while in the same time frame expenses for digital marketing increased over 14%. According to Google statistics there are over 200 million people who use the Google search engine in a month making over 11.94 billion Google searches making it imperative for organizations to have a strong presence in this platform.
For ecommerce businesses, online advertising (text and display) plays a major role in driving traffic and converting them to leads and eventually, potential customers. It boosts the website traffic and drives the attention of the prospective audience through the social networking sites. Thus social networking channels have become instrumental to the success of an organization.
Businesses need to nurture the customer base and create a long-term relationship with the customers. May it be a new product launch or an announcement, through this medium organizations are able to maintain their brand presence with the customer at all times.
Well, in my opinion there is no reason to doubt its capacity to improve business performance. A new-to-the-world product such as electric cars would always begin with a communications objective of establishing category need. Recognition is easier to achieve than recall— consumers are more likely to recognize Stouffer’s distinctive orange packages than recall the brand if asked to think of a brand of frozen entrees.
Relevant brand needs may be negatively oriented (problem removal, problem avoidance, incomplete satisfaction, normal depletion) or positively oriented (sensory gratification, intellectual stimulation, or social approval). Promotional offers in the form of coupons or two-for-one deals encourage consumers to make a mental commitment to buy a product. Businesses put content out for individuals to find and people may conduct an organic online search, a paid search, find your business on a social network or by reading content that has been published online such as a blog or an article.
And with the increasing penetration of mobile devices and rising popularity of digital platforms this number will surely increase. Statistics from Ad Age shows that in 2013, internet advertising expenditure surpassed newspaper ad spending for the first time.


With emergence of this marketing technology, businesses of all types and sizes now have equal opportunity to compete for their brand awareness. Its an interactive platform enabling businesses to reach their infinite customers at the same time. However, we can conclude that businesses who are Digitally active will surely gain on the mindshare of their customers. Brand recall is important outside the store; brand recognition is important inside the store.
Household cleaning products often use problem-solution; food products, on the other hand, often use sensory-oriented ads emphasizing appetite appeal. But many consumers do not have an expressed category need and may not be in the market when exposed to an ad, making intentions less likely to be formed.
Thus through multiple digital touch-points organizations can enhance brand image and connect with their target audience. Another report by SocialTimes shows that about 33% of organic search clicks go to the first result. In-fact by population, Facebook has the second largest population after China with over 1,350 million registered users. According to Forbes 1-3% of website visitors make buying decisions the first time they come to a website. But from the balance 97%, 65% make favourable purchasing decisions post rigorous e-mail campaigns. And according to an IDC Survey 70% of smartphone users visit Facebook 13.8 times throughout the day.
The results are much easier to measure; and the campaigns can be easily customized to cater to the appropriate audiences.
The mediums may vary – sometimes you’re checking your mail, other times you’re on Facebook or Twitter, the rest you may be on Whatsapp or Instagram or maybe Googling. No wonder why organizations are increasingly adhering to these forums to interact and connect with their target audience.



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