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Strategic Communications and Marketing: Understanding Institutions and Roles

Dhavan ShahMaier-Bascom Professor

+The Era of Choice

nDominant factor affecting strategic communicators: Choicen More consumer optionsn More media options

nDifferent forces drive this trendn Changes in Demographics and Lifestylesn Technological Development

+Big Changes

nChanges in Household Composition

nGrowth of Ethnic Populations

n“Graying” of America

nShifts in Women in the Workforce

nPolarization into Rich and Poor

Changing Household Composition

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+Aging of the Baby Boomers

+ Income Polarization

n Wealth among a few is increasing

n Middle class shrinking and many remain poorn Wealth concentrated among top 10%

+ The Take Away

nAmericans are…n More Diversen In Their Family Structuren Ethnically and Racially n In terms of Income and Agen With more Working Women

nThere is no “mass market” anymorenMakes strategic communication more complex and challenging

+ Options for Demassified Audience

n More options are giving Viewers/listeners more control over what/when/where they watch/listen ton Podcastsn DVRn VODn Laptopsn Smartphones

+ Driven by Broadband Internet

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+And so…

n Choice Creates Challenges

n Diminished EffectivenessnHard to Find ConsumersnHard to Get NoticednHard to Hold AttentionnHard to Encourage Response

+Response…

nStrategic communicators need to become less reliant on traditional marketing tactics and pursue a new generation of tools/techniques

n Traditional marketing is not going awayn Must be complemented by emerging

strategic communication techniques

+ Integrated Marketing Communications

nNeed to coordinate strategic communications approachesnAdvertising, Public Relations, Promotions, Direct Response, Interactive, and more

nMutual reinforcement of core themesnCreates synergy and memorability

+ Segmentation and Targeting

n Need to define multiple audiences

n Defined by usage, lifestyle, behavior

n Speak to targets based on their individual needs and wants

+ Positioning and Branding

n Strategies must Build visibility, trust, and loyalty through the creation and reinforcement of a clear identity

n Differentiates your brand from competitors with messages that are relevant, original and impactful = ROI

+ Relationship Marketing

nDevelop a long-term interactive communication process between a defined segment and the brand

nUse a full array of communication messages and channels to build ties

nDigital, social, and mobile media are key to building relationships

+ Big Data for Digital

nTechnology allows narrowcasting and micro-marketing to individuals

nGrounded in synthesis of purchasing and media consumption behaviorsn Detailed data on individual consumers

nAll the opportunities of the Internetn Google, Amazon, Yahoo!

+ Pull Together into a Communication Plan

nRight strategy

nRight messages

nRight audiences

nRight media outlets

nRight events

nRight promotions

+ Stages of Planning

n Situation Analysis - Understand market, competition, brand, and consumers to define problems & opportunities

n Campaign Strategy - Utilize research to determine target, desired position, and branding strategies

n Creative Plan - Build message elements off of the creative brief that distills core messaging elements

n Media Plan - Select media apertures, channels, and vehicles to secure optimal message placement

n Public Relations and Promotions Plan - Manage stakeholder opinions, media relations, and value-added

+Roles and Blurred Boundaries

n Situation Analysis: Research Director/Account Planner

n Account Strategy: Account Director/Brand Planner

n Creative Plan: Copywriter & Art Director

n Media/Digital Plan: Media & Interactive Director

n Public Relations and Promotions: PR & Promo. Director

But there boundaries are blurring and roles constantly changing