Challenges of Strategic Communication Treatment

Transcript:Challenges of Strategic Communication Treatment:
Challenges of Strategic Communication Treatment Strategic communicators need to become less reliant on traditional marketing tactics and pursue more aggressively a new generation of tools Traditional marketing is not going away Must be complemented by emerging strategic communication techniques 1. Integrated Marketing Communications Need to coordinate various strategic communications approaches Advertising, Public Relations, Promotions, Direct Response, Interactive, Influencers Mutual reinforcement of core themes Creates synergy and memorability 2. Segmentation and Targeting Need to define multiple audiences Defined by usage, lifestyle, behavior Speak to targets based on their individual needs and wants Personalization 3. Positioning and Branding Strategies to deal with market complexity through messaging – must break through Build visibility, trust, and loyalty through the creation and reinforcement of a clear identity in a time of marketing overload and media choice Differentiates your brand from competitors in an increasingly crowded market with messages that are relevant, original and impactful = ROI 4. Relationship Marketing Develop a long-term interactive communication process between a defined segment and the brand Use a full array of communication messages and channels to build ties Digital, social, and mobile media are key to building relationships 5. Big Data and Data Science AI and machine learning allow narrowcasting, micro-marketing, and deep individual interactions Grounded in synthesis of (individual-level) purchasing and (micro) media use Detailed data on individual consumption, writ large All the opportunities of Internet personalization Google, Amazon, Yahoo!, Meta, X, Netflix, etc. 6. Digital Marketing Artificial Intelligence, Machine Learning, and LLMs Search Engine Optimization to Maximize Visibility Paid Search to Drive Traffic E-mail Marketing for Invited Contact Social Network Marketing to Build Buzz Blogging and Podcasting to Create a Platform Web Presence to Partner with Key Sites Mobile Marketing to be Place-based Online Video for Sight, Sound, and Interactivity Influencer Marketing to Build Networks and Relationships What makes a successful campaign? Learn from successful past efforts Examples in the readings Case Studies in class Some classic campaigns – Got Milk and Altoids Some ever-evolving efforts – Nike and Legos Learn from past student work Student plans from past classes Available from class webpage Communication Plan Right strategy Right messages Right audiences Right media outlets Right events Right promotions Purpose of the Plan To present client with rationale behind communication objectives & strategies Must be concise and easily digested Provide enough tactical guidance so that other strategic communication specialists can implement the plan Must contain enough specificity