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Engaging Customers and Communicating Customer Value

The document outlines objectives and strategies for engaging customers through integrated marketing communication. It discusses promotion techniques like advertising, sales promotion, personal selling, and public relations. It also describes the communication process, steps for developing effective marketing communication, setting a promotion budget, and ensuring social responsibility. The overall goal is to coordinate messaging across channels to build relationships and drive customer value.

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Vinod Kumar
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114 views22 pages

Engaging Customers and Communicating Customer Value

The document outlines objectives and strategies for engaging customers through integrated marketing communication. It discusses promotion techniques like advertising, sales promotion, personal selling, and public relations. It also describes the communication process, steps for developing effective marketing communication, setting a promotion budget, and ensuring social responsibility. The overall goal is to coordinate messaging across channels to build relationships and drive customer value.

Uploaded by

Vinod Kumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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ENGAGING CUSTOMER

AND
COMMUNICATION
CUSTOMER VALUE
OBJECTIVES
1: Promotion.
2: Integrated marketing
 and communication
 ( IMC).
3: View of communication
 process.
4: Steps in developing effective
 marketing communication.
5: Setting the total promotion budget.
6: Socially responsible marketing communication .

Promotion
1= ADVERTISING :
 Any paid form of no personal presentation and
promotion of idea, goods or services by an identified
sponsor .
Advertising means to advertise a product service or a
company with the help of television radio social
media .
To keep awareness about products and services .
Communicating through various ,mass media
newspaper .
2 ) SALES PROMOTION :
Short term incentives to encourage the purchase or sale of
product and services .
Sales promotion uses both media and non
media .marketing communication for a pre determined
limited time to increase consumer demand or improve
product availability .
Decrease price level
Increase demand to purchase product .
Improvement in products .
Buy one get one free.
3) Personal selling :
Personal presentation by the firm sales force for the
purchase of making sales and building consumer
relationship .
Agent to consumer .
Personally advertising to consumer .
4) : DIRECT SELLING :
Directing marketing is a form of advertising where
organization communicate directly to customer
through variety of media including cell phone, text
messaging, E.mail web sites , online ,newspapers
5 ) PUBLIC RELATIONS .
Building a good relations with the company various
public building goods cooperate images.
INTEGRATED MARKETING
COMMUNICATIONS (IMC)

Integrated Marketing
Communications (IMC) is a concept
under which a company carefully
integrates and coordinates its many
communications channels to deliver a
clear and consistent message. It aims
to ensure the consistency of the
message and the complementary use
of media.
=> Public relations (PR)
 Building good relations with the company’s various
publics by obtaining favorable publicity, building up a
good corporate image, and handling or heading off
unfavorable rumors, stories, and events.
=> Direct and digital marketing
 Engaging directly with carefully targeted individual
consumers and customer communities to both obtain
an immediate response and build lasting customer
relationships.
=> Content marketing
 Creating, inspiring, and sharing brand messages and
conversations with and among consumers across a
fluid mix of paid, owned, earned, and shared channels.
VIEW OF COMMUNICATION PROCESS
STEPS IN DEVELOPING EFFECTIVE
MARKKETING COMMUNICATION
1) Identified the target marketing .
2) Determined the communication objectives .
 Marketer seeks a purchase that result from a
consumer decision making process that include the
stages of buyers readiness .
-> awareness -> knowledge -> Liking -> preference ->
conviction -> purchase
3) Design a message .
 AIDIA
 Get attention
 Hold interest
 Arouse desire
 Obtain action
 Message content : is an appeal or theme that will produce the
desired response .
 Rational appeal: relates to audience self interest .
 Emotional appeal: is an attempt to stir up positive or negative
emotion to motivate or purchase .
 Moral appeal : is directed at the audience sense of right and proper.
4 ) Choosing Media .
 Personal communication involves two or more
communicating directly with each other .
 Face to face
 Call to call
 Mail to mail
 Opinion leader are people with a references group who
because of their special skills knowledge personality or other
characteristics exerts social influences on others.
 Buzz marketing involves cultivating opinion leaders and
getting them to spread information about a product or
services to others in their communities .
5) Non personal communication channels .
Non personal communication is a media that carry
messages without personal contact or feedback ,
including major media atmosphere and events that
affect the buyers directly
Event are staged occurrence that communicate message
to target audiences .
Press conference
Grand openings
Exhibits
Public tours
6 ) Selecting message source
The message impact on the target audiences is
affected by how the audience views communicators .
Celebrities
Athletes
Entertainments
SETTING THE TOTAL PROMOTION BUDGET
1 ) Affordable budget :
Method sets the budget at an affordable level .
Ignore the effect on promotion sales .
2 ) Percentage of sales Method :
sets the budget at a certain percentage of current or
forecasted sales or unit sales prices
 Easy to use and help management think about the
relationship between promotion , selling price and
profit per unit .
3 ) Objective and task method .
Sets the budget based on what the firm wants to
accomplish with promotion and includes
 Define promotion objectives
 Determining tasks to achieve the objectives
 estimating costs
4) Competitive – parity method :
Sets the budgets to match competitors outlays
Represent Industry standards
Avoid promotion wars .
Socially Responsible
Marketing Communication

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