Title: Integrating Communications
1Integrating Communications
2Key Words
- Stakeholders
- Relationships
- Reputation/Image
- Competitive Advantage
- Cause or Mission Marketing
3Marketplace Trends
- Proliferation of brands and products
- 4 Ps no longer provide USP
- Too many messages
- Increasing distrust of business
- Deparmentalization/specialization
4Marketplace Trends
- Decreasing message impact and credibility
- Decreasing cost of using databases
- Increasing client expertise
- Increasing mergers and acquisitions of MC
agencies - Increasing cost of mass media
- Increasing media fragmentation
5Traditional MC and IC
Traditional
New
- Transactions
- Functional organization
- Specializations
- Mass marketing
- Stable of agencies
- Customers
- Mass Media
- Ads Promotions
- Cause Marketing
- Adjust prior plan
- Relationships
- Cross-functional org.
- Core Competencies
- Data-driven marketing
- CMO agency
- Stakeholders
- Purposeful interactivity
- Strategic consistency
- Mission marketing
- Zero-based planning
6IC
- Cross-functional approach for managing
profitabale, long-term relationships - Bringing people and corporate learning together
- In order to maintain strategic consistency in all
communications - Encourage and facilitate purposeful dialogues
with customers and other key stakeholders - Create awareness and commitment to the corporate
mission.
7Relationship Building
- Key element of IC
- Not just with customers
Knowing Responsive Trusting Affinity
Consistent Likeable Accessible Committed Co
nstructs determining strength of relationships
8Communication
Relationships
Stakeholder Support
Brand Equity
9Planned Messages
Say
Product, Service Messages
Unplanned Messages
Confirm
Do
The Integration Triangle - Does behavior confirm
what organization is saying?
Duncan, T. and Moriarity, S., Driving Brand Value
10Drivers of IC
- Focus on stakeholders
- Focus on relationships more than transactions
- Strategic consistency process
- Interactive process
- Mission Marketing process
11Drivers of IC
- Zero-based planning process
- Cross-functional team infrastructure
- Core competency infrastructure
- Database infrastructure
- IC agency infrastructure
12IC
- Really about integrating all communications
functions - Marketing
- Organization
- Management
13Strategy
Identity
Image
Common Starting Points
Organizational Communication
Marketing Communication
Management Communication
van Riel, C., Principles of Corporate
Communications
14Evolutionary Integrated Communications
- Stage 1 Integration Awareness
- Proposition the greater the degree of change on
the existence of specific market pressures, the
grater the likelihood that integrated marketing
communication will emerge - Stage 2 Integration Image Integration
- Need for consistency message, look and feel.
Duncan and Caywood
15- Stage 3 Integration Functional Integration
- Greater degree of involvement among still
traditionally separated areas. - Stage 4 Integration Coordinated Integration
- Barriers starting to disappear, each function
becoming more equal.
16- Stage 5 Integration Consumer-Based Integration
- The value of a refined customer and prospect
database. Elements begin to work together. - Stage 6 Integration Stakeholder-Based
Integration - IMC becomes more broadly defined to become
integrated communications.
17- Stage 7 Integration Relationship Management
Integration - A fully integrated communication strategy
reaching all stakeholders brings communications
professionals into contact with all management
functions.
18CORPORATE COMMUNICATIONS
- Management Communication
- senior managers to internal and external groups
- Marketing Communication
- advertising, direct mail, personal selling, etc..
- Organizational Communication
- PR, public affairs, investor relations, corporate
advertising, etc...
19MANAGEMENT COMMUNICATION
- Develop a shared vision of the company/organizatio
n - Establish and maintain trust in leadership
- Initiate and manage change process
- Empower and motivate employees
20ORGANIZATIONAL COMMUNICATION
- All forms of communication used by organization
other than marketing communications - Most commonly Public Relations
- Directly primarily at target groups
(stakeholders) other than customers - Less obvious in attempts to influence behavior
- Spend about 1/5 the amount spent on marketing
communications
21MARKETING COMMUNICATION
- Communication efforts supporting sales of
goods/services - Advertising usually recognized as dominant
element - Largest share of communications budget used here
22Marketing Communications Tools
Planned Communication Directed Toward Consumers
Primarily
- Advertising
- Sales Promotion
- Product Public Relations
- Direct Mail
- Sponsorship
- Personal Selling
23Public Relations Communication
Often Unplanned Communication Due to Stakeholders
Raising Issues, not Organization
- Media Relations
- Employee and Member Relations
- Community Relations
- Public Affairs and Government
- Relations
- Consumers, Environmentalists
- Investor Relations
24INTEGRATING COMMUNICATION
- So that management can harmonize all consciously
used forms of internal and external communication
as effectively and efficiently as possible in
order to create a favorable basis for
relationships with groups upon which the company
is dependent. - Cees B. M. van Riel
25Barriers to Integration
- Ego and turf battles
- Uneven compensation and reward systems
- Lack of corporate discipline to put customer
first - Absence of databases and accompanying technology
- Lack of an internal communication system to help
with cross-functional planning - Lack of a core competency in marketing
communication
26Barriers to Integration
- Lack of understanding of importance of
stakeholders - Lack of agreement on marketing and marketing
communication objectives - Overdependence on mass media
- Lack of understanding of how to use one-to-one
media - Functional areas not used optimally for overall
good of organization in building and sustaining
customer relationships
27Organizational Differences
- Marketing Public Relations - Integrating PR with
Advertising - Public Relations Under Marketing
- Integrate all Communications Functions Using
Marketing Theories for Planning and Managing - Integrating all Communications Functions Through
Public Relations Function
28 Obstacles to Integration and Potential Solutions
Solution
Obstacle
- Turf battles between functional areas
- Managers background/expertise
- Organizing and planning an integrated marketing
effort - Information sharing
- Leadership and Infringement -
budgets - public relations - Ethical issues
Re-engineering
Hire generalists rather than
specialists Clear goals unified approach
Strong information culture Zero based
communication planning
Recognizing stakeholder base
Clear mission and policy directions
29Benefits of Integration
- Gives a better process for acquiring, retaining
and growing customers - Adds value through facilitating customer
recourse, feedback, recognition - Enables brands to be more knowledgeable of
customers and therefore more responsive - Gives a process for making brand communications
and company more human, personal
30Ensuring internal understanding and external
acceptance
Understanding
Schultz, M., Ervolder, L., Hulten, J., The
Integration Between Corporate Culture, Identity
and Image The Emergence of a New Industry?,
Working Paper, Copenhagen Business School (1997).