Evaluación de una campaña de comunicaciones integradas de marketing

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Do curso por IE Business School

Comunicaciones integradas de marketing: Publicidad, Relaciones Públicas, Marketing Digital y más

90 classificações

IE Business School

Comunicaciones integradas de marketing: Publicidad, Relaciones Públicas, Marketing Digital y más

90 classificações

Curso 4 de 5 em Specialization Implementación del Marketing Mix

¿Qué tanto conoce las campañas de comunicación de marketing? Obtenga más información acerca de este pilar clave del marketing mix y aprovéchelo para dar un impulso a su producto o servicio. A través de este curso aprenderá a enfrentar los mayores retos a la hora de planificar y evaluar las estrategias y ejecuciones de comunicaciones de marketing. Tendrá las habilidades para combinar las teorías y modelos con información práctica y así tomar mejores decisiones de comunicaciones de marketing. Al completar este curso será capaz de aprovechar las comunicaciones integradas de marketing (IMC por sus siglas en inglés) en el proceso de crear marcas valiosas y ganar el corazón de sus consumidores. La profesora Eda Sayin del IE Business School le guiará en este proceso. Con la ayuda de expertos que van desde empresas internacionales de marketing hasta directivos de marketing de empresas multinacionales, ofrecerá interesantes ejemplos de la vida real. Tras este curso, estará equipado con los conocimientos para asegurarse que toma las decisiones correctas respecto a las comunicaciones de marketing, así como respecto a la ubicación de publicidad y marketing digital.

Na lição

Marketing Communications Mix

En este módulo, trabajaremos con los elementos del marketing mix de comunicaciones. Tendrá acceso a las últimas tendencias y herramientas utilizadas en las comunicaciones integradas de marketing. Podrá utilizar en sus productos y servicios herramientas como actividades de promoción para clientes, relaciones públicas, marketing relacionado a causas, gestión de crisis, marketing en medios sociales, marketing digital y optimización de motores de búsqueda.

Evaluación de una campaña de comunicaciones integradas de marketing8:06

Conheça os instrutores

Eda Sayin
Professor
Marketing

[MUSIC]

At the first lecture of the course, we have defined integrated marketing

communications as the coordination and integration of all marketing

communication tools within a company into a seamless program which maximizes

impact of the value proposition on consumers at a minimal cost.

We have covered many theories, tactics, tools that we can use in planning and

execution of our market and communications.

We have talked about different objectives we might have

while communicating with our consumers and how we should

be tailoring our communications according to these objectives.

In a typical marketing communications campaign,

we have some specific questions that help us while preparing our campaign.

To whom do we address our communications?

What is the objective of the communications?

What are the specific points to be communicated?

Which vehicles should we use to convey our message?

What is the budget we need to allocate for our campaign?

How will we assess the impact of our communications campaign?

Before we start any marketing communications campaign,

we need to establish objectives, targets, and standards so

the progress with respect to the target can be monitored during and after the campaign.

Continued monitoring of performance against predetermined targets is essential

in achieving effective and efficient integrated marketing communications.

For example, if an objective is to increase brand awareness by 10%

by the 31st of December in 2006,

we can examine after the date to see whether the target has been met.

Because awareness is not observable in the normal course of business activities,

we may use a survey as an appropriate assessment tool to conduct our research.

The means we choose to evaluate the effectiveness of our

communications is critical.

For example, evaluating our marketing communications activities

with a before and after comparison of sales results might be unreliable

because of the dynamic nature of the market.

The effectiveness of our communications campaign may be misjudged negatively

if we ignore the fact that a major competitor introduced a new product and

supported it with a significant sales promotion.

Or our price discount activity

may appear extremely effective during an economic crisis due to the increased price

sensitivity of the consumers because of the crisis.

Additionally regardless of how powerful and

persuasive our ad is, most of the people we are communicating with

will not need with what they're selling at that specific moment.

However if we can manage to establish a deep enough impression on them,

they will remember our brand when they actually need to make a purchase.

We need to measure the effectiveness of our campaign against our

primary communications objective.

It's important to do it in a timely manner so that we can adjust and

optimize our performance during the campaign.

We measure our performance first within platforms

to assess whether we have achieved our target for that specific platform.

For example, for an online campaign, did we achieve our objectives in terms of

click-through rates, dwelling time or conversion rates?

Then we measure our performance across platforms for

an integrated view of the campaign.

Depending on the objectives of our campaign you may choose different

key performance indicators such as consumer loyalty,

brand awareness, brand equity, customer engagement,

advertising likability, advertising recall, consumer attitudes,

number of email subscriptions, blog comments, tweets, likes and so on.

The match between the objectives and the chosen performance criteria is important.

Additionally, sometimes multiple analysis can be done for

different performance indicators.

In order to have a more complete picture, I would recommend

to work with multiple metrics and measure those metrics before and

after the campaign to observe the direction and the magnitude of the change.

We may also evaluate our communications more qualitatively.

For example, we may evaluate the message and

the physical design of a communications piece.

Assessment of the physical design actually involves evaluation of the cognitive and

affective elements, executional frameworks and

advertising appeals used to communicate the message.

Message evaluation can be done at any stage of the development process, and

attempt to measure the quality and impact of an advertisement or a promotion.

One way to evaluate the message is copy testing.

This technique is used to assess consumer evaluations when the marketing

piece is finished, or in it's final stages of the development prior to production.

It examines consumer reaction to the main message of the ad,

as well as the format in which the message will be presented.

Another message evaluation technique is advertising tracking.

In this technique, consumers are shown a portion of an advertisement, or

a few visuals from a TV ad without showing the brand name.

It measures weather respondents recognize the advertisement and the brand.

This technique allows us to measure likeability, unaided and

aided brand advertisement and message recall.

Recent advancements in technology provide us some new tools

to measure our communication materials.

For example, eye tracking is a powerful tool to objectively measure

consumers attention and spontaneous responses to marketing messages.

It allows us to understand how the visual information of an ad

is acquired by consumers.

Eye tracking technique allows us to obtain information on the visual

attention by analyzing the movement of the consumer's eyes.

We can examine how consumer's eye move, where they stop and

what catches their attention.

For example it may show that in an ad with a model 75% of

the consumers look at the model's face, but only 12% look at the brand's name.

Knowing how consumers actually examine an advertisement

helps us optimize the design of our ads.

Eye tracking studies use a video camera or

a sensor to pick up light reflected from the eye to extract information

on eye rotation and judge how the gaze falls on the stimuli.

This technique also allows us to see the sequence

of observation of the message by consumers.

Cognitive Neuroscience is a brain measurement process

that tracks brain activity.

It allows us to observe how the brain is physiologically affected

by advertising and marketing strategies.

This technique unveils subconscious biases of consumers

which could not be figured out by self report studies.

Neuromarketing is the application of neuroscientific methods to analyze and

understand human behavior in relation to marketing information.

It helps us understands which products and aspects of marketing offer or

a communications material are more preferred.

It also indicated when consumers merely focus on a logo or

an attractive woman in the commercial.

It identifies positive and

negative emotions and the intensity of the emotions by the amount of neurons firing.

We see that many tools are at our disposal at

every stage of integrated marketing communications campaigns.

We need to make sure that the tools, the metrics we choose to assist our campaigns

are relevant to our predetermined objectives and

the characteristics of our campaign.

[MUSIC]

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