With so many marketing channels, how do we allocate our budget?

1. Identify the right
integrated marketing
communication
channels
Team |Gaurav |Ishan

2. Snapshot
The Problem
The methodology
The Background
The Situation
The Insights
The Discussion
The Solution
The Conclusion

3. The problem
TOO many marketing communication channels
&
Limited marketing budget

4. The Methodology

5. Problem discovery
Analysis of the Problem
Review of Lierature
Secondary data
Problem Definition
Designing a new marketing Model
Experts' Opinions
To check the feasibility of this new model
Improving the model
Recommendations
Conclusion

6. The background

7. The product orientation era

8. In the simpler time…
Lack of variety of products in the market
Lack of competitors
Lack of options for the consumers
WORD-OF-MOUTH MARKETING

9. The sale orientation era

10. Competition heated up
MORE products, MORE competitors, MORE options

11. Fighting in the crowded
market place
Shift of focus to
Branding, Communication, Advertising
Our product is better than yours

13. The marketing orientation era

14. The customer is KING
Intense competition for customers
Understand the needs and wants of
customer

15. Over the past few decades,
there was a very small and
little changes in our
marketing communication
channels
Until….

16. The boom of digital media

17. Marketing revolution
Online marketing has transformed the entire
marketing industry.
Introduction of many new & exciting
marketing channels:
Website, search engine, social media etc.

18. The situation

20. Print
media
Social
media
Television
Marketing
communication
channels
Online
marketing
Radio
Mobile

21. Print Media

22. Newspaper
Newsletter
Magazine
Posters
Billboards
Brochures
flyers
40%
Of total advertising
expenditure

23. Pros
Cons
• Appeal to certain
group of audience
• Limited coverage
• Higher probability of
reaching the target
audience
• Readers might focus
on editorial reports
instead of
advertisement
• Many options to
choose from

24. Radio

25. Becoming irrelevant
Only account for
6.9%
of the total marketing expenditures in the year
2012.

26. Pros
Cons
• Can target specific
group
• Low impact due to
short duration
• Less expensive
compare to TV
• Is anyone listening to
the advertisement?

27. Television

29. Pros
Cons
• Large coverage
• High investment
• Higher clarity of
messages
• Low impact due to
short duration
• Can segment
according to programs
• Is anyone watching
the advertisement?

30. Mobile

32. Pros
Cons
• Instant results
• Platform too diverse
• Easier to work with
• Privacy issues
• Direct marketing
• Tracking users response
• Poor navigation on
mobile phone

35. Pros
Convenience
Reach
Cost
Personalization
Improve customers
relationship
• Social media industry
•
•
•
•
•
Cons
• Security
• Updates
• Hidden costs

36. Social media marketing

37. Most commonly use social media platforms
for marketers
00%
92%
90%
80%
80%
70%
70%
60%
58%
56%
50%
42%
41%
40%
30%
20%
18%
16%
11%
10%
0%
10%
5%
4%
4%

38. Google+
2%
Most important social media platforms
Pinterest for marketers
1%
Others
1%
Forums
1%
YouTube
4%
Blogging
14%
Facebook
49%
Linkedin
16%
Twitter
12%

44. Pros
Improved sales
Increased traffic
Increased exposure
Provide marketplace
insight
• Developed loyal fans
• Reduced marketing
expenses
•
•
•
•
Cons
• Hacker’s threat
• Risk of negative
comments
• Time-consuming

45. The Insights

46. The customer’s shoes

51. The trusted channel by consumers

55. The marketer’s shoes

62. The discussion

63. Look for consumer behavior pattern to draw a
successful marketing campaign.
Success of a marketing campaign should be
judged beyond ROI.
Marketing objectives are needed to be clearly
defined before designing a campaign.

64. “In marketing, there are no hard and fast rules , what may
work for one company may not work for another.”
“Data collection is of prime importance for a marketer
before designing any campaign.”

65. 3 factors to consider for
marketing campaign:
• Sales goals
• Scale of the campaign
• Cost of the campaign
“Big data gives us the basic market patterns and
scenarios but they cannot be relied on to predict
future market trends .”

66. Social marketing as a concept of creating brand
awareness is very good; it also is a good medium of
receiving and processing the views of prospective
customers .
“ROI should be measured on both quantitative and
qualitative figures.”

67. Marketing channel choice is based on two primary
parameters:
Target audience and product market.
Internet is the most cost effective marketing channel in
today's world.
Just having a page on Facebook is not social media
marketing. It is a platform to constantly engage and
interact with your customers

68. Use return on marketing investment (ROMI). It
measures the incremental sales growth from the
marketing campaign considering the contribution
margin of the business .
Marketers should understand and measure the
marketing campaign on the basis of business life cycle.

69. The solution

70. http://gitmodel.wix.com/beta

71. The conclusion

72. smart marketing—it’s a
distinct competitive advantage in today’s
ever-changing marketing landscape
“Those who
respect consumer
preference will
soon find
themselves able to
reach consumers
in new and more
relevant ways
across greater
number of
channels”

73. Sky is the limit
DONE BUT NOT FINISH
GOOD BUT NOT GREAT
COMPLETE BUT NOT PERFECT
There is always room for improvement!

74. Thank You for sitting through this long presentation