Globally Integrated Marketing Communications GLOBAL MARKETING AND COMMUNICATION Globally Integrated Marketing Communications Dr Sophie Liu

Learning objectives To understand: The importance of planned and integrated marketing communications; The concept and process of globally integrated marketing communications; How to effectively integrate and manage marketing communications in a global context.

Price Product Value Customer Value Value Place Promotion Value

Definition of IMC Coordinate all elements of the promotional mix to deliver clear, consistent, and compelling messages to target audiences.

Interactive Marketing Advertising Direct Marketing Public Relations Sales Promotion Events/ Sponsorship Promotional Mix Personal Selling Interactive Marketing

Importance of IMC Efficiency of resources Better internal communication Coherent messages Maximum impact Synergy effect

IMC Tools and Functions Source: Garber, L.L. and Dotson, M.J. (2002), ‘A Method for the Selection of Appropriate Business-to-Business Integrated Marketing Communications Mixes’, Journal of Marketing Communications, 8(1), 1–18

Integrated Marketing Communication Traditional Marketing Communication IMC vs Traditional MC Integrated Marketing Communication Traditional Marketing Communication Synergy function: Integrated into one Isolated function: Partitioning Customer-oriented: start with customers’ needs and wants Organization-oriented: start with the goals and product Coherent communication programs Breaking communication programs Brand/relationship building objective Short-term sales objective Targeted at segments Mass audience

The Communication Process Source: Tanner & Raymond (2012)

Steps in Developing Effective IMC Identify target audience Determine objectives of communication Design the message Select communication channels Establish the budget Measure results Manage the IMC process

Factors Influencing the Promotion Mix Source: Tanner & Raymond (2012)

Globally Integrated Marketing Communications (GIMC) GIMC is a system of active promotional management that strategically coordinates global communications in all of its component parts. Source: Grein & Gould, (1996)

Benefits of GIMC Reduced costs and increased efficiency; Consistency in corporate identity and branding creates confidence, trust, loyalty; Emerging global customer segments; Exploiting knowledge from different country operations.

Global Marketing Communication Strategy Globalisation Glocalisation Localisation

Horizontal coordination Vertical coordination Globally integrated strategy Global but non-integrated strategy Multi-domestic integrated strategy Multi-domestic non-integrated strategy Horizontal coordination (across countries) High High Low Vertical coordination (across disciplines) Low (Source: Grein & Gould, 1996)

Forces for Coordination coordination across countries coordination across disciplines Economies of scale Learning benefits Globally coordinated competitors Homogenization of consumer preferences Multinational customers High investment intensity High technological intensity Pressures for cost reduction Synergy across disciplines Clear, consistent message Better communication between agencies Ability to include response devices Mirror consumer’s use of media Flexibility to address different segments Copes with discipline overlap Less faith in traditional media (Source: Grein & Gould, 1996)

Any Questions? sophie.liu@northumbria.ac.uk