MODULE 9: GLOBAL INTEGRATED MARKETING COMMUNICATIONS

• Integrated Marketing Communications (IMC) consists of the following:

  • Advertising
  • Sales Promotions
  • Trade Shows
  • Personal Selling
  • Direct Selling
• What is the objective of Global Integrated Marketing Communications (IMC)?

  Successful sale of a product or service
• It is the availability of appropriate communication channels can determine entry decisions.

  Integrated Marketing Communications (IMC)
• GLOBAL PROMOTIONAL ACTIVITIES

  • Advertising
  • Personal Selling
  • Public Relations
  • Sales Promotion
• It is any form of paid, non-personal communication.

  Advertising
• It is also called as mass selling since many people are addressed one time. It may be TV commercial, online video, blog, or a website.

  Advertising
• STEPS IN ADVERTISING

  1. Perform marketing research
  2. Specify the goals of the communication
  3. Develop the most effective messages for the market segments selected.
  4. Select effective media
  5. Compose and secure a budget
  6. Execute the campaign
  7. Evaluate the campaign relative to the goals specified
• It requires careful marketing research. Thoughtful and creative advertising campaigns whether in country, regional, and global markets.

  Marketing Problems
• Advertising Strategy and Goals

  • Marketing problems
  • Increased need for sophisticated advertising strategies
  • Balance between standardization of advertising themes and customization
  • Consumer cultures
• It is one of the major barriers to effective communication through advertising.

  Language
• Linguistic Limitations


  • Language barrier
  • Translation challenges
  • Low literacy in many countries
  • Multiple languages within a country
  • In-country testing with the target consumer group avoids problems caused by linguistic differences
• Its knowledge must encompass the total advertising project.

  Cultural Diversity
• Cultural Diversity


  • Existing perceptions based on tradition and heritages are often hard to overcome
  • Subcultures
  • Changing traditions
• It is the direct communication between sellers and potential customers.

  Personal Selling
• These are employees who are assigned to work in a foreign country.

  Expatriates
• This refers to individuals who manage and oversee operations in other countries without physically residing in those countries.

  Virtual Expatriates
• It is a strategic approach to marketing that involves coordinating and aligning various marketing and communication elements to create a unified and consistent message.

  Integrated Marketing Communications
• It is creating good relationships with the popular press and other media.

  Public Relations (PR)
• These are marketing activities designed to stimulate consumer purchases and enhance the effectiveness and cooperation of retailers or intermediaries.

  Sales Promotions
• It is the process of improving your website so that it ranks highly in search engine results for keywords and phrases related to your business.

  Search Engine Optimization
• It is a paid form of advertising that relies on an auction-based system.

  Pay-per-Click
• This focuses on reaching, engaging, and connecting with customers via content.

  Content Marketing
• It focuses on retaining existing customers, as well as gaining new ones. It is an excellent technique for building brand awareness, keeping your company top-of-mind, and encouraging repeat purchases.

  Email Marketing
• It focuses on building brand awareness and increasing conversions. This campaign can feature one or several social media platforms, depending on your target audience and their platform preferences.

  Social Media Marketing
• The company optimizes existing and new website content for voice search.

  Voice Search Optimization
• The business focuses on creating informational and valuable videos for its target audience.

  Video Marketing
• TYPES OF VIDEO MARKETING

  • Instructional
  • Announcement
  • Behind-the-Scenes
  • Event