IMC Lecture 9
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This document discusses various aspects of integrated marketing communications control and measurement. It provides frameworks for setting promotional objectives and strategies, implementing coordinated marketing mix tactics, and evaluating performance. Metrics and key performance indicators are identified for evaluating different marketing channels, including advertising, sales promotion, public relations, direct marketing, sponsorship, personal selling, and digital. The importance of clearly defining structures and responsibilities, as well as providing regular performance reports and revising plans as needed, is emphasized for effective marketing control.
![evaluating digital marketing…
http://www.smartinsights.com/wp-content/uploads/2011/06/Content_measures.jpg [accessed
2016]](https://image.slidesharecdn.com/imclecture9-191126073946/85/IMC-Lecture-9-20-320.jpg)
IMC Lecture 9
- 1. Integrated Marketing Communications control and measurement 9
- 2. the Marketing Communications planning framework… 1 2 3 4 5 6 context analysis promotional objectives promotional strategy coordinated communications mix implementation Control and evaluation push pull profile corporate marketing communications resources scheduling Fill, 2016
- 3. control and evaluation… Link to the SMART objectives set earlier… We also need to evaluate… The different tactics implemented The different media implemented and… So we have measureable criteria – or metrics And a time-frame to achieve them within …the different vehicles We can also evaluate performance against the budget
- 4. marketing control process Fill, 2016
- 5. Implications of control Structures must be clearly defined The extent of functional control must be determined Responsible individuals should be fully involved in planning Regular performance reports should be provided Responsible individuals should revise the plan when necessary Every item should be the responsibility of an individual within the organisation
- 6. Evaluating advertising Pre-testing - readability, physiological tests, opinion, behaviour Post-testing - recall, response Financial tests - ROI Tracking studies Likeability
- 7. BRAD Insight Nielsen IAB PAMco Kantar Media / TGI information about media… Ofcom
- 8. information about media… BARB RAJAR Route FAME/Dodona/DCM/ Pearl and Dean JICREG ThinkBox
- 9. evaluating sales promotion… consumer audits retail audit sales force feedback redemption sales data
- 11. evaluating PR… Media coverage and tone Positioning… image Share price… corporate communications column inches
- 13. evaluating direct marketing response rates sales conversion rates order values repeat purchases and retention
- 15. evaluating sponsorship… media exposure pre and post testing… objectives – awareness, image perceptions, attitudes participant feedback – sponsor and sponsored tracking studies
- 17. evaluating personal selling… productivity – calls per day, per account, order to call ratio new accounts account development orders received expenses
- 19. evaluating digital marketing… …by activity – search, site and social …by engagement …avoiding vanity metrics …by ROMI
- 20. evaluating digital marketing… http://www.smartinsights.com/wp-content/uploads/2011/06/Content_measures.jpg [accessed 2016]
- 22. …developing intelligent objectives Objective Substantiation Strategies to achieve goals KPI’s Link to stage of consumer journey and SMART Link to audit findings Link to STP, brand and 3P’s What will you be measuring? Reach – raise awareness of Buckmoorend Farm Shop by 10% in the Buckinghamshire area through targeted social media posts by August 2021 - Weakness in brand awareness – very low - Increased local competition - Target audience active on social media - Raise awareness of location and ethos – content marketing - Target local audience - Focus on Pull strategy - % increase in awareness via pre and post testing - Social Media engagement rate - Social media CTR
- 23. gap analysis… If we know what we want to achieve as a metric… …and when we want to achieve it by… We can conduct a simple gap analysis timeframe Measure…let’ssayincrease salesby10%