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Building strong brands in a modern marketing communications
Transcript of Building strong brands in a modern marketing communications
by Kevin Lane Keller
The marketing communications environment has changed enormously from what it was 50, 30 or perhaps even as few as 10 years ago.
Technology and the Internet are fundamentally changing the way the world interacts and communicates.
In 1960, Procter & Gamble (P&G) could reach 80% of US
women with one 30-second commercial aired simultaneously on only three TV networks: NBC, ABC and CBS. Today, the same ad would have to run on 100 channels to achieve this marketing feat.
Major communication types
Events and experiences
Public relations and publicity
McKinsey projects that by 2010, traditional TV advertising will be one-third as effective as it was in 1990.
Brand salience (Ürünün akılda kalma, göze çarpma değeri)
Brand performance (ürün ihtiyacı ne kadar karşılıyor)
Brand imagery (ürünün kullanıcı zihnindeki yeri)
Brand judgments (kullanıcının kişisel fikri)
Brand feelings (kullanıcının ürün ile duygusal bağı)
Brand resonance has 4 dimensions
Behavioral loyalty – customers’ repeat purchases and the amount or share of category volume attributed to the brand.
† How often do customers purchase the brand?
† How much do customers purchase of the brand?
Attitudinal attachment – when customers view the brand as being something special in a broader context.
† Do customers ‘love’ the brand?
† Do customers view the brand as a ‘little pleasure’ they look forward to?
Sense of community – when customers feel a kinship or affiliation with other people associated with the brand.
† Do customers interact with fellow brand users?
† Does this customer interaction occur on-line or off-line?
Active engagement – when customers are willing to invest personal resources on the brand – time, energy, money
† Do customers choose to join a club centered on a brand?
† Do customers visit brand-related websites, participate in chat rooms and so on?
Mixing and matching
In developing an integrated marketing communication (IMC) program, a umber of factors come into play
Marketers should be ‘media neutral’ and evaluate all the different possible communication options, Anything that causes the consumer to pay attention to the brand can increase brand awareness
Interactive marketing communication options:
Internet-specific ads and videos
Alliances (affiliate programs)
On-line communities (forums, chat rooms etc)
(2009'da bu pazar çok düşüktü fakat yazarın bu listeye mobil'i de alması çok güzel bir uzgörü)
Branding advantages and disadvantages of
interactive marketing communications
The Internet provides marketers and consumers with opportunities for much greater interaction.
Its effects can be easily traced.
Advertisers can monitor how many unique visitors click on an ad,how long they spend with it, where they go afterwards and so on
Interactive marketing communications and
Basically every aspect of the brand resonance pyramid can
be positively impacted by interactive marketing:
The Web is effective at reaching people during the day and ineffective for those target customers who are strictly off-line (ex:old customers)
One of interactive marketing communication’s key advantages is the ability to reach customers as they seek information, marketers can place advertising based on keywords from search engines to reach people when they search for the information
Interactive marketing communications allows consumers to learn from others about a brand, as well as express their commitment to a brand and observe the brand loyalty of others.
be media neutral and consider all possible communication options
mix and match the communication options chosen to maximize their respective strengths and weaknesses
ensure that interactive marketing can play a significant role in the total marketing communications program.
M. Murat Demir