marketing communications _ Ibram morees.pptx

market

1. Marketing Communications Ibram Morees EGYPT, February 2024

2. What is Marketing Communication? The means by which we attempt to inform - Reach out to TG with our message through different media persuade – get people to sign-up/show interest/buy remind – Re-Marketing, Re-engagement Consumers (Existing or Potential), directly and indirectly, about the products/services and brands we try to sell. (Adapted from Philip Kotler)

3. Consumer Decision Steps NAITDASE Model : Need – Product/Service and TG fitment Attention – In digital advertisement - Impressions, Reach Interest – Responds to our Ad CTA Trust – have all the trust building factors in Landing Page Desire – Create desire by lowering risk, highlighting gain Action – Buy / Submit Lead / Sign-up Satisfaction – Living up-to the product/service promise Evaluation – By the customer. Positive…Loyalty & Advocacy

4. INFORM

5. First Thing Be guided by the Business Objectives Sales Increase Brand Awareness to have more Sales without much cost in long term

6. If our digital marketing merely adds to the noise, we are losing out

7. Communication Model What happens at the Receiver’s (Read Potential Consumer) End – Selective Attention – bombarded with ~ 400-500 Advertising messages every day…ignoring most of them Selective Distortion – hear/see only what fits into his system of belief Selective Retention – In the long term only remember a fraction, thus multiple positive reinforcement is necessary

8. Communication Design What to Say – Message Should be guided by our understanding of the Receiver… deeper the better Due to even lower selective attention on digital space, should be more direct How to Say – Creative Have Informational appeal – Focus on product/service benefits, USPs Have Emotional appeal – Stir-up emotions the brand wants to associate itself with Has to adapt to the media being used Who should Say – Source Most of the time the brand itself Sometimes known people, celebrities… Higher cost, Higher gain, Higher Risk… Real People…Customer testimonials… should look real

9. PERSUADE

10. Landing Page Step by Step The place where the user lands should - First re-inforce the Ad. Promise – WISIWIWG - What I Saw Is What I Would Get and give some more Build trust for the Brand – creds, celebrities, testimonials Build trust for the product/service offered – Product/service features, videos Lower risk – Free Trial, Shorter forms, Get Call Back, COD, Try, Return Policy etc. Enhance gain – Offer, Discount, Limited period Highlight CTA and repeat

11. REMIND

12. Re-Marketing People who come to your page – Either get convinced and Fall for the Trap Or Leave the page without taking action Unfortunately, the 2 nd set is huge. According to Forrester Research, 96% of people who visit a website leave without completing the action the marketer would have liked them to take. Remarketing gives you a second chance, third, fourth…till you think it will be an overdose.

13. Re-Marketing The re-marketing message and creative - Must be Segmented …especially e-commerce sites Should portray Exclusivity / Personalization…Trip Advisor does this beautifully and if possible, highlight Urgency

14. Re-Engagement People who buy once, due to their Selective Retention would forget your brand, product/service. We need to remind them – get more sales and / or get referrals Depending on nature of product/service, one time buy or frequent or somewhere in between, the message and creative should be decided Have different type of Newsletters for existing customers Create online communities

15. Thank You