This document discusses the importance of marketing communication and strategies. It explains that the goal of marketing communication is to raise brand awareness, retain customers, and cement relationships. It emphasizes that effective marketing communication strategies involve clearly identifying target audiences, differentiating from competitors, developing key messages, and selecting appropriate communication channels. The document also discusses the importance of integrated marketing communications, where different communication tools like advertising, direct marketing, social media, etc. are coordinated to deliver consistent messaging and maximize impact.

1. PROF.DR.AUNG TUN THET

3. Importance of Marketing &
Communication

4. Business
 Developed terrific products
 Put together talented management team
 Ultimate success depend on persuading customers
to select company’s products or services
 Not buying from someone else

5. Business
 Ability to sell
 Innovative strategies
 Comprehensive understanding of consumer
behavior
 Aggressive communication of message to bring
success

6. Developing Strategic Vision
 Lookout for new opportunities
 Creating strategies
 Discover exciting, emerging markets
 Selling additional services or product

7. Creating Brand Awareness
 Consumers need to know company exists
 What it is selling
 Advertising and promotion strategies formulated to
reach customers
 Repetition

8. Marketing Communications Mix

9. Marketing
 Broad business function
 Include
 Product R&D
 Merchandising and distribution processes
 Pricing
 Communication
 Promotion

10. Communication Mix
 Specific methods used to promote products to
targeted customers
 Promotional mix include five elements
 Sixth - event sponsorship

11. 1. Advertising
 Most prominent element
 All messages delivered to targeted audience
 Costly
 Control over message delivered – TV, radio, print
publication or website

12. 2. Personal Selling
 Sales force
 Promote products for resale to trade buyers
 Retail salespeople promote goods and services to
consumers
 Higher-end products and services require more
assertive efforts

13. 3. Discounts and Promotions
 Promoted through paid communication
 Coupons, percent-off deals and rebates
 Exterior signs
 In-store signage
 Increasing revenue and cash flow
 Attracting new customers
 Clearing out extra inventory

14. 4. Public Relations
 Similar to advertising
 Messages communicated through mass media
 Don't pay for time or space

15. 4. Public Relations
 TV or newspaper feature story
 Provide brand exposure
 Don't control messages
 Influence

16. 5. Direct Marketing
 Both sales promotions and personal selling
 Interactive communication with customers
 Message seek response from targeted customers
 E-mail and direct mail

17. 5. Direct Marketing
 Special offers or calls to action
 Promoting limited-time deals or new product
launches
 Mail-order clubs, online or print surveys and
infomercials

18. 6. Event Sponsorship
 Pay to have presence at sports, entertainment,
nonprofit or community events
 Booth representation
 Hand out samples, gifts and literature
 Name mention and ad spots

20. Marketing Communication Strategy

21. Marketing Communication
 Develop brand awareness
 Consumers translate product information into
perceptions about product’s attributes
 Retain product’s current customer base
 Cement relationships with customers and suppliers

22. Marketing Communication Strategy
 Business’s plan for:
 Product information dissemination
 Brand awareness development

23. Components
 Advertising - reach large audience through mass
market or target market appeals
 Personal selling - communicate product benefits
directly to customer
 Direct marketing - reach customers without third
party medium - catalogs and direct mail

24. Components
 Sales promotion - incentive to buy product
 Public relations - outflow of information to
customers, suppliers and other groups

25. Strategies
 Story TeIling
 Inspire customer trust by presenting personal story
 Present customer benefits
 Customer testimonials to highlight product’s value

26. Strategies
 Benefits
 Accurately transmit product’s benefits
 Message positively received by customer
 Customer goodwill

27. Strategies
 Considerations
 Appropriate for each product

28. Strategies
 Expert Insight
 Analyze customer’s needs, preferences and buying
habits
 Products mesh with needs and habits

29. Marketing Communication
Concepts

31. Marketing Communication
 Critical component of marketing activities
 Right messages conveyed to right audiences
through right channels
 Raising awareness
 Increasing preference
 Generating leads and sales

32. Marketing Communication
Strategies
 Clearly identifying and understanding target
audience
 Differentiating against competition
 Developing key messages to address audience
questions and concerns
 Selecting communication channels to reach
audiences at optimum time

33. Clearly Identifying and
Understanding Target Audience
 Clear and thorough understanding of desired target
audience
 Marketers further refine market definition
 Develop appropriate messages delivered through
appropriate communication channels

34. Differentiating from Competition
 Understand competitors: who, what they offer;
position to attract buyers.
 Competition - direct and indirect

35. Differentiating from Competition
 Understand competitors: who, what they offer;
position to attract buyers.
 Competition - direct and indirect

36. Developing Key Messages
 Emphasize main points about products and services
that meet audience needs
 Position against competition
 Direct, benefit-oriented
 Limited to no more than three to five

37. Selecting Communication Channels
 Wide range
 Narrowing options
 Selecting most likely to connect

38. Selecting Communication Channels
 Consider unique target market segments
 Select tools most likely to engage with

39. Importance of Integrated Marketing
Communications (IMC)

41. Integrated Marketing
Communications
 Approach to planning communications
 Get better results from campaigns
 Reduce marketing costs

42. Integrated Marketing
Communications
 Integrating advertising, direct mail, social media,
telemarketing and sales promotion
 Provide clarity, consistency and maximum
communications impact

43. Results
 Traditional approach – businesses plan separate
campaigns for advertising, press relations, direct
marketing and sales promotions
 Integrated campaigns use same communication
tools to reinforce each other and improve marketing
effectiveness

44. Integrated campaign
 Use advertising to raise awareness of product
 Generate leads for sales force
 Communicating same information in press releases and feature
articles

45. Integrated campaign
 Reinforce messages in advertising
 Use direct mail or email to follow up inquiries from advertising
or press campaigns
 Use telemarketing to sell directly or make appointments for
sales team

46. Creative Consistency
 Different tools feature same creative treatment
 Repeating headlines, key phrases and images in
each communication
 Customers receive consistent messages
 Reinforce basic campaign themes by increasing
number of times prospects see or hear same
message

47. Cost Savings
 Reduce copy-writing, design and photography costs
 Reduce agency fees

48. Customer Preference
 Provide customers with information in format they
prefer
 Via email, direct mail, text message or telephone
 Receive same information in all communications
 Integrating website design content with other
communications

49. Seven Ways to Create Successful
Integrated Marketing Campaign

51. Steps
1. Clear understanding of who your target audience is
2. Pick channels
3. Have consistent look
4. Create clear, consistent content easily adapted or repurposed
to suit different media or channels
5. Ensure messaging integrated
6. Make sure marketing teams/agencies working in sync
7. Don't forget to track campaigns

53. THANK YOU!