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  • Spectrum of Communication: Integrated Marketing Communication: Session 1

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    baseeransari
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    The document discusses different aspects of integrated marketing communication (IMC), including defining key audiences, content areas, and communication mediums. It outlines how to structure communication by considering who to communicate with, what topics to discuss, and through which channels. The document also describes various IMC segments like experiential marketing, content marketing, employer branding, rural marketing, and more. Finally, it provides examples of experiential marketing campaigns.

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    Original Title

    Lecture 1 - Intro 1 Experience Marketing

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    The document discusses different aspects of integrated marketing communication (IMC), including defining key audiences, content areas, and communication mediums. It outlines how to structure communication by considering who to communicate with, what topics to discuss, and through which channels. The document also describes various IMC segments like experiential marketing, content marketing, employer branding, rural marketing, and more. Finally, it provides examples of experiential marketing campaigns.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    24 views6 pages

    Spectrum of Communication: Integrated Marketing Communication: Session 1

    Uploaded by

    baseeransari
    The document discusses different aspects of integrated marketing communication (IMC), including defining key audiences, content areas, and communication mediums. It outlines how to structure communication by considering who to communicate with, what topics to discuss, and through which channels. The document also describes various IMC segments like experiential marketing, content marketing, employer branding, rural marketing, and more. Finally, it provides examples of experiential marketing campaigns.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 6

    Spectrum of Communication

    Integrated Marketing Communication : Session 1


    Structuring Communication

    Audience Content Medium


    Who are you talking to? What are you talking about? How are you talking to them?

    • Colleagues
    • Corporate brand & vision • Physical official interactions
    (Internal mktg & updates)
    (Corporate philosophy) (Face to face meetings,
    • Prospective Colleagues corporate and field offices, facilities)
    (Employer branding & communication) • Product / Service brand
    (Brand vision & philosophy)
    • Physical customer interactions
    • Partners & Suppliers (Retail outlets, events)
    (Transactional & Corporate brand • Product / Service features
    building)
    • Media interactions
    (Physical features and benefits)
    (OOH, print, audio, electronic,
    • Investors & Government • Corporate culture digital, direct mktg)
    (Markets, shareholders, (Employment & professional benefits)
    regulatory bodies) • Operational interactions
    • Regulatory information (sales, onboarding, after sales,
    • Customers (Legal filings, financial market customer service, engagement
    (Current, future, influencers, opinion interactions) programs)
    leaders)
    Executing Communication
    IMC Segments

    Infographics
    Experiential Content Employer
    & Data
    Marketing Marketing Branding
    Presentation

    Buzz & Gamification Writing


    Rural
    Community & Communica-
    Marketing
    Marketing Engagement tion briefs
    Experience Marketing

    Aspects of experience marketing


    • Immersive, interactive and involving a wide range of audience beyond the focused target customer
    • Audience viewing of interactivity is also important and must be built into the experience design –
    therefore most successful experiences are delivered in open, public areas
    • Experience woven around a key product or brand proposition which is highlighted through the
    experience in a memorable way
    • Selection of situation in which to deliver the experience is critical – must match the product usage
    scenario and brand ethos
    • Majority of experience marketing are short term / event based modules which are implemented
    sequentially
    • Technology is one of the key levers of making an experience memorable
    Experiential marketing examples

    • NatGeo – AR in Mall - https://www.youtube.com/watch?v=noPalKUhAfo


    • Mahindra XUV 500 – AR at AutoExpo - https://www.youtube.com/watch?v=lA-k3TsFPj4
    • Asics – Run with Ryan - https://www.youtube.com/watch?v=yDs4j8ZHzVg
    • Drink & Drive – Washroom Mirror - https://www.youtube.com/watch?v=jC5-1UXWJns
    • Aarambh Help Desk – Rural school children - https://www.youtube.com/watch?v=yC7LSur_k0I
    • Nike Twist – Building morph projection - https://www.youtube.com/watch?v=ulQkM6eXSdA
    • Smart E-Ball – Car controller - https://www.youtube.com/watch?v=YeVhKGUH7cs
    • Interactive Touch Table - https://www.youtube.com/watch?v=tQsudePyP5M
    • Qualcomm Bus Stop - https://www.youtube.com/watch?v=FtXhHWZy3TE

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