How To Create an Integrated Marketing Plan Integrated Marketing Plan Campaign objectives Marketing communications objectives form part of an organisational hierarchy of objectives - marketing objectives cascade down from the organisational objectives, and communication objectives cascade down from marketing objectives. All objectives should be ‘SMART’ - Specific, Measurable, Achievable/Actionable, Relevant and Time-bound. Typical [...]
Integrated Marketing Strategy For your Integrated Marketing Strategy to be effective, start with the audit. In conducting the marketing organisation audit the McKinsey 7-S model is extremely useful - it provides a framework for analysing seven important aspects of any organisation: structure, systems, strategy, shared values, staffing, skills and style. The three following [...]
How To Write A Marketing Communications Strategy To gain strategic advantage in your Marketing Communication Strategy, an organisation has to formulate and implement a value-creating strategy - that is, a comprehensive set of decisions and commitments on the direction to take in order to fully achieve its aims and goals. This process begins [...]
Marketing Communications For Marketers, you must understand the importance of effective internal and external communications in building sustainable relationships and delivering customer value. Recognise the importance of communications planning in delivering marketing solutions, and of how product and brand management can enable organisations to deliver customer value. There are different components of the marketing [...]
What Is an Integrated Marketing Communications Plan? Consumers today have moved on in different ways from those of even 10 years ago, as a result of big changes: The financial collapse of 2008 and subsequent recession in Europe has changed the behaviour of consumers, who are still struggling to recover. They are more [...]
Customers' objections are voiced before, during or after a presentation. Sometimes an objection is a ‘buying signal’ as the buyer seeks answers to questions he or she may be asked later.