Integrated marketing communications in international marketing
International Marketing Communications
-
Upload
tobias-wacker -
Category
Business
-
view
112 -
download
0
description
Transcript of International Marketing Communications
![Page 1: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/1.jpg)
INTERNATIONAL MARKETING COMMUNICATIONS
International Marketing Communications
![Page 2: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/2.jpg)
INTERNATIONAL MARKETING COMMUNICATIONS
International Marketing Communications
![Page 3: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/3.jpg)
To start with…
International Marketing Communications
![Page 4: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/4.jpg)
International Marketing Communications
![Page 5: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/5.jpg)
![Page 6: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/6.jpg)
International Marketing Communications
![Page 7: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/7.jpg)
International Marketing Communications
![Page 8: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/8.jpg)
International Marketing Communications
![Page 9: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/9.jpg)
un
bra
nd
ing
.blo
gs
po
t.co
m
International Marketing Communications
![Page 10: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/10.jpg)
twe
sti
va
l H
els
ink
i
International Marketing Communications
![Page 11: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/11.jpg)
he
lsin
ki.
twe
sti
va
l.co
m
International Marketing Communications
![Page 12: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/12.jpg)
twit
ter.
co
m/
tob
ias
wa
ck
er
International Marketing Communications
![Page 13: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/13.jpg)
tre
nd
sp
ott
ing
ne
two
rk
International Marketing Communications
![Page 14: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/14.jpg)
twit
ter.
co
m/
Pa
lme
rsto
nH
EL
International Marketing Communications
![Page 15: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/15.jpg)
se
min
ars
an
d w
ork
sh
op
s
International Marketing Communications
![Page 16: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/16.jpg)
1. IMC – basics
2. Shift in behaviour & Media Revolution
3. Digital & International: Perfect match
4. What next? The future, today
International Marketing Communications
![Page 17: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/17.jpg)
![Page 18: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/18.jpg)
Finland is global.
Globalisation has made the worldas international as never before.
International Marketing Communications
![Page 19: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/19.jpg)
Recession? Business as usual?
More sales focused activities,less branding and image communication.
Digital Revolution!Smaller budgets!
International Marketing Communications
![Page 20: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/20.jpg)
Action Desire Awareness
International Marketing Communications
![Page 21: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/21.jpg)
INTERNATIONAL MARKETING COMMUNICATIONS
International Marketing Communications
![Page 22: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/22.jpg)
![Page 23: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/23.jpg)
What do you expect?What do you want to know?
Questions.10 min per person/case.
International Marketing Communications
![Page 24: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/24.jpg)
What do I expect?
I am a senior creative strategist workinginternational on a daily basis.
I would like you to thinkinternational after this day.
And that you have a good time.
International Marketing Communications
![Page 25: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/25.jpg)
IMC basics
International Marketing Communications
![Page 26: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/26.jpg)
Benchmarks
International Marketing Communications
![Page 27: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/27.jpg)
Where to find benchmarks?
There are great and inspiring cases from each industry.To find the most outstanding international benchmarks,
check competitions and events.
International Marketing Communications
![Page 28: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/28.jpg)
International Marketing Communications
![Page 29: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/29.jpg)
International Marketing Communications
![Page 30: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/30.jpg)
International Marketing Communications
![Page 31: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/31.jpg)
International Marketing Communications
![Page 32: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/32.jpg)
International Marketing Communications
![Page 33: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/33.jpg)
International Marketing Communications
![Page 34: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/34.jpg)
International Marketing Communications
B2B = Boring to Boring
![Page 35: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/35.jpg)
B2B
Same communication rules,different communication tools.
International Marketing Communications
![Page 36: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/36.jpg)
B2B
Also Business people are people.
International Marketing Communications
![Page 37: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/37.jpg)
International Marketing Communications
![Page 38: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/38.jpg)
Communication Strategy
International Marketing Communications
![Page 39: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/39.jpg)
Doing the right things…
vs
…doing the things right.
International Marketing Communications
![Page 40: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/40.jpg)
Communication strategy
Marketing Communications is about makingchoices. Successful Marketing Communications
is about making the right choices, especiallyon an international scale.
A communication strategy helps to make theright choices and works as a guide for
successful international communication.
International Marketing Communications
![Page 41: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/41.jpg)
International Marketing Communications
![Page 42: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/42.jpg)
International Marketing Communications
RoI = Return on Idea
Ideas have potential,they are exciting.
Creativity & Optimization.
![Page 43: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/43.jpg)
International Marketing Communications
IDEA x MONEY = IMPACT
![Page 44: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/44.jpg)
Communication strategy
A communication strategy is a guide for successfulinternational marketing. The communication strategy includes
media strategy and content strategy for different markets,with the goal to create impactful marketing solutions fordifferent brand contexts. The communication strategy is
clustering markets into scenarios and displays how tooptimize media- & content strategy for these markets.
International Marketing Communications
![Page 45: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/45.jpg)
International Marketing Communications
![Page 46: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/46.jpg)
Scenario 3
Scenario 2
Scenario 1
Scen
ario
Lithuania 59%
Czech 49%
Slovakia 50%
Hungary 53%Romania 33%
Estonia 65,4%
Denmark 80%Sweden 80%
Finland 83%
Norway 86%
Latvia 59%
(Russia 27%)*
Poland 52%
Emerging online market Advanced online market Mature online marketEmerging online market Advanced online market Mature online market
Supportive role Integrated role Emancipated role
International Marketing Communications
![Page 47: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/47.jpg)
Scenario 3
Scenario 2
Scenario 1
+ Social media+ Web 2.0 / 3.0+ Experimental+ Viral+ Search marketing+ Website
+ Display advertising+ Geo-targeted*+ Website
Emerging online market Advanced online market Mature online market
+ Display advertising+ Search marketing+ Geo-targeted*+ Website
+ Display advertising+ Social media+ Web 2.0 / 3.0+ Viral+ Search marketing+ Website
Supportive role Integrated role Emancipated role
* Geo-targeted = International activities for many markets, tech-savvy forerunners
Scen
ario
International Marketing Communications
![Page 48: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/48.jpg)
Central vs. Local
International Marketing Communications
![Page 49: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/49.jpg)
No adjustment Full adjustmentMedium adjustment
Brand
Low costs High costsMedium costs
International Marketing Communications
Standardization or Adaptation?
![Page 50: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/50.jpg)
International Marketing Communications
![Page 51: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/51.jpg)
International Marketing Communications
![Page 52: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/52.jpg)
No adjustment Full adjustmentMedium adjustment
Brand
Low costs High costsMedium costs
International Marketing Communications
![Page 53: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/53.jpg)
International Marketing Communications
![Page 54: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/54.jpg)
No adjustment Full adjustmentMedium adjustment
Brand
Low costs High costsMedium costs
International Marketing Communications
![Page 55: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/55.jpg)
International Marketing Communications
![Page 56: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/56.jpg)
No adjustment Full adjustmentMedium adjustment
Brand
Low costs High costsMedium costs
International Marketing Communications
![Page 57: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/57.jpg)
Media revolution
International Marketing Communications
![Page 58: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/58.jpg)
International Marketing Communications
![Page 59: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/59.jpg)
THE GAMEIS CHANGING.
International Marketing Communications
![Page 60: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/60.jpg)
NON STOP.
International Marketing Communications
![Page 61: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/61.jpg)
CHANGE MEANSOPPORTUNITY.
International Marketing Communications
![Page 62: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/62.jpg)
International Marketing Communications
![Page 63: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/63.jpg)
International Marketing Communications
![Page 64: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/64.jpg)
International Marketing Communications
![Page 65: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/65.jpg)
WHAT ISTHE NEXTBIG THING?
International Marketing Communications
![Page 66: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/66.jpg)
Digitalization
Technology is the driver in media revolution.Everything is digitalized.
Even our social networks have been digitalizedand turned into a media. Into social media.
International Marketing Communications
![Page 67: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/67.jpg)
International Marketing Communications
![Page 68: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/68.jpg)
International Marketing Communications
![Page 69: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/69.jpg)
Digitalization = Internationalization
Everything is accessible from everywhere all the time.Everything is transparent.
Consumers and Buying Center have more knowledgethan ever before.
International Marketing Communications
![Page 70: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/70.jpg)
![Page 71: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/71.jpg)
International Marketing Communications
![Page 72: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/72.jpg)
International Marketing Communications
![Page 73: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/73.jpg)
International Marketing Communications
![Page 74: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/74.jpg)
International Marketing Communications
![Page 75: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/75.jpg)
International Marketing Communications
![Page 76: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/76.jpg)
![Page 77: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/77.jpg)
The old communication model isbased on a top-down monologue.
Only18% of TV ad campaigns
generate positive RoMI.
International Marketing Communications
![Page 78: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/78.jpg)
90% of people who
can skip TV ads, do.
International Marketing Communications
![Page 79: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/79.jpg)
...and only 14%of people trust advertising messages.
International Marketing Communications
![Page 80: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/80.jpg)
Whereas, 78% of people trust the
recommendations of other consumers. It’spersonal, interactive, exclusive and relevant.Nielsen ‘trust in advertising’ report, October 2007
International Marketing Communications
![Page 81: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/81.jpg)
12 million articlescreated by volunteers willing to share,distribute and interact with knowledge. In short,most extensive encyclopedia ever created.
International Marketing Communications
![Page 82: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/82.jpg)
>100.000.000million videos stored. A billion views perday. Ten hours of fresh content uploadedevery minute.
No traditional broadcast media can reachto these numbers.
International Marketing Communications
![Page 83: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/83.jpg)
over 3million accounts.Over 5million visits during September 2008.
Exponentially growing platform for corporate,administrative and public figure news feed andcommunication portal with the general public.(Amazon, Barack Obama administration, CiscoSystems, Jet Blue, Whole Foods and LupeFiasco.
International Marketing Communications
![Page 84: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/84.jpg)
100million pageviews amonth.
The social shopping site, Polyvore, gatherstogether the global online fashion communityto share, inspire and guide fellow shopaholicsto find the perfect look.
Polyvore acts as an open-source onlinemarketplace, where users drive the traffic tovarious types of retailers.
International Marketing Communications
![Page 85: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/85.jpg)
International Marketing Communications
![Page 86: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/86.jpg)
Over 10 million members.
Xbox 360 video console hosts 10 millionmembers in its online gaming network, XboxLive. Players are capable of playing together amassive supply of games, or download films,have a video chat, or even operate MSNMessenger. Further statements have beenheard that the Live network will expand acrossvarious other future platforms.
International Marketing Communications
![Page 87: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/87.jpg)
over 300.000 page viewsa month. 700 user generateddesigns battle every week for thelove of the community.
The crowd-sourcing T-shirt company operates onthe basis of user-generated T-shirt graphics, whichare ranked by the loyal consumer community. Ithas been one of the most followed start-upcompanies in 2008 for its outstanding social mediaengagement and over flowing cash register with 9million net profits.
International Marketing Communications
![Page 88: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/88.jpg)
As of June, 108million avatars have beenregistered in the virtualsocial networking site,Habbo.
Average of 8million unique monthlyvisitors and 75 thousand new profilesevery day.
International Marketing Communications
![Page 89: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/89.jpg)
International Marketing Communications
![Page 90: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/90.jpg)
Welcome to the future
International Marketing Communications
![Page 91: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/91.jpg)
73%of active online users have read a blog
Source: Universal McCann comparative study on social media, April 2008
International Marketing Communications
![Page 92: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/92.jpg)
39%Subscribe to RSS Feeds
International Marketing Communications
![Page 93: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/93.jpg)
57%Have joined a socialnetwork
International Marketing Communications
![Page 94: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/94.jpg)
83%have watchedonline videos
International Marketing Communications
![Page 95: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/95.jpg)
![Page 96: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/96.jpg)
![Page 97: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/97.jpg)
Great storytelling & drama + social media = Susan Boyle.Great brand (eurovision) + mass media = Alexander Rybak
International Marketing Communications
![Page 98: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/98.jpg)
![Page 99: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/99.jpg)
Transparency
International Marketing Communications
![Page 100: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/100.jpg)
International Marketing Communications
![Page 101: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/101.jpg)
Transparency
People travel more.The internet.
You can’t fake it…
International Marketing Communications
![Page 102: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/102.jpg)
Digital & InternationalPerfect match
International Marketing Communications
![Page 103: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/103.jpg)
Digital Strategy
International Marketing Communications
![Page 104: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/104.jpg)
International Marketing Communications
![Page 105: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/105.jpg)
Shocking fact:
Marketers are 3 years, ad people 2 years behindaverage people when it comes to digital proficiency.
Were we not once supposed to be cool?
International Marketing Communications
![Page 106: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/106.jpg)
Seeding. Share-of-talk. Social media. Conversational tracking.
Rich-media advertising. Earned media. Twitter. Buzz. Life casting.
Mind casting. Digital asset. Engagement. SEM. SEO. SMO. Love brand.
Interruption. Google analytics. Talk value. Owned media. Mobile
Marketing. Widgets. Apps. Branding. The big idea. Reach. Viral.
E-commerce. Facebook. Bought media. Benchmarks. Best practices.
Speedboats. End of control. Social media policy.
Digital buzzwords explained
International Marketing Communications
![Page 107: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/107.jpg)
Bought media Owned media Earned media
Display advertisinge.g. banners
Paid SEMe.g. google
Seeding
Activity insocial media
WoM / Talk value
SEOe.g. google
Strangers Customers
Websites
Widgets / Apps
Pages in socialnetworks
Fans
All digital media spaceor placement we pay for
All digital media space orplacement we create andown ourselves
All digital media space oraction we have to earnby non-financial efforts
High reach, low involvement,short-term activity.
Medium reach, mediuminvolvement, medium-termactivity.
Low reach, high involvement,digital assets which grow in value,long-term activity.
International Marketing Communications
![Page 108: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/108.jpg)
1 Bought, owned and earned media / Touch points
2 Objectives of digital activities
3 Key target audience and online behaviour
4 Digital Marketing in different market areas
5 Measuring and improving RoMI
Process
International Marketing Communications
![Page 109: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/109.jpg)
Convert Assist Connect
website
banner
portal
Socialmedia
campaignpages
SEM
SEO
viral films
rich media
seeding
viral films
International Marketing Communications
![Page 110: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/110.jpg)
What’s next?The future, today.
International Marketing Communications
![Page 111: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/111.jpg)
Business creativity
International Marketing Communications
![Page 112: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/112.jpg)
![Page 113: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/113.jpg)
From I think to We think.
New sourcing methods.Extremely fast communication.
Knowledge society.Mass intelligence.Crowd sourcing.
International Marketing Communications
![Page 114: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/114.jpg)
International Marketing Communications
![Page 115: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/115.jpg)
Innovation Marketing
International Marketing Communications
![Page 116: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/116.jpg)
The power of
visionary thinking
![Page 117: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/117.jpg)
Innovation Marketing
Innovation is the key for any success.Even ’classic’ media must be innovated.
We learn to forget.
No case is identical, every case deservesan unique approach.
International Marketing Communications
![Page 118: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/118.jpg)
“In 1963, beer brewer Alfred Heineken and architect John Habraken created the Heineken WOBO (WOrld BOttle) - the "brick that holds beer".Heineken came up with the idea during a visit to the Caribbean where he observed two significant problems: beaches littered with bottles and alack of affordable building materials. The WOBO was his solution to these challenges. Unfortunately, this environmentally-friendly design failed totake off and was subsequently shelved. We wonder if it would fare better in today's more eco-sensitive climate...?”
International Marketing Communications
![Page 119: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/119.jpg)
Whopper freakout
International Marketing Communications
![Page 120: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/120.jpg)
Whopper sacrifice
International Marketing Communications
![Page 121: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/121.jpg)
Marketing Intelligence
International Marketing Communications
![Page 122: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/122.jpg)
International Marketing Communications
![Page 123: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/123.jpg)
INSIGHTSTRENDSVISIONS
MOVEMENTSATMOSPHERES
ATTITUDEIDEAS
INNOVATIONBUSINESS
International Marketing Communications
![Page 124: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/124.jpg)
Staying ahead of the game.Gathering, evaluating and structuring
global information, generating freshestideas & insights, turning them into business.
That’s what Marketing Intelligence is about.
International Marketing Communications
![Page 125: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/125.jpg)
WHY!CONTEXT IS KING. BEFORE WE KNOW WHAT TO DO, WE DO NEED TO UNDERSTAND WHY TO DO.
International Marketing Communications
![Page 126: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/126.jpg)
International Marketing Communications
![Page 127: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/127.jpg)
International Marketing Communications
![Page 128: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/128.jpg)
International Marketing Communications
![Page 129: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/129.jpg)
International Marketing Communications
![Page 130: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/130.jpg)
International Marketing Communications
![Page 131: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/131.jpg)
insights
thoughts
atmospheres
trends
developments
tangible results
feelings
innovation
change
moods
?
knowledge
best practices
benchmarks
ideas
visions
International Marketing Communications
![Page 132: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/132.jpg)
A fact helping planners to produce tangible results.
The future is alreadyhere. It is justunevenly distributed.
International Marketing Communications
![Page 133: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/133.jpg)
COLORS FASHION LIFESTYLE SOCIETY …
microtrends, 6 month to 3 years
mesotrends, ca. 5 years
macrotrends, ca. 10 years
megatrends, decades
International Marketing Communications
![Page 134: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/134.jpg)
COLORS FASHION LIFESTYLE SOCIETY …
Consumerinsights
Socialinsights
International Marketing Communications
![Page 135: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/135.jpg)
Lifestyle Living
Entertainment Technology
Economy Media
Business Politics
Society
Design
Working Environment
Family
You name it
International Marketing Communications
![Page 136: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/136.jpg)
Resources and tools
International Marketing Communications
![Page 137: International Marketing Communications](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c716534a7959040e8b4591/html5/thumbnails/137.jpg)
htt
p:/
/w
ww
.go
vir
al.
co
m/
bo
ok
_2
00
8.h
tml
International Marketing Communications