Introduction to Developing a Marketing Campaign and Budget What you’ll learn to do: create a marketing campaign and budget using multiple IMC tools to execute a marketing strategy Marketing campaigns can be challenging to execute because they have so many complex, moving parts. That’s why it’s essential to plan. Planning a marketing campaign helps crystallize what you are going to accomplish and how it will happen. It helps you identify gaps in your thinking… Read More »Introduction to Developing a Marketing Campaign and Budget

Measuring Marketing Communication Effectiveness LEARNING OBJECTIVES Discuss the importance of measuring marketing communication effectiveness Identify key performance indicators (KPIs) that are useful for measuring the effectiveness of marketing communications Why Measure? Measurement is an important aspect of marketing campaigns and other marketing activity. Measurement makes some people very nervous because it brings accountability into marketing activity. In fact, this step can be one of a marketer’s best friends. If you don’t measure the… Read More »Measuring Marketing Communication Effectiveness

Introduction to Measuring Marketing Communication Effectiveness What you’ll learn to do: explain common tools used to measure marketing communication effectiveness After all the creativity, work, blood, sweat, and tears that go into a successful marketing campaign, your work is not done until you have measured the campaign’s impact to learn where it succeeded and where it didn’t. Every campaign represents a significant investment of resources, so if you don’t take the time… Read More »Introduction to Measuring Marketing Communication Effectiveness

CRM Uses in Sales and Marketing CRM systems are transformational for marketing communication because they allow marketers to use customer data to personalize their interactions to fit the unique needs of individuals. When marketers or salespeople know more about the customer–thanks to information the CRM telling them who the customer is, how she found the company, what information she has requested, and so forth–they can anticipate that person’s needs and tailor the… Read More »CRM Uses in Sales and Marketing

Customer Relationship Management (CRM) Systems and IMC LEARNING OBJECTIVES Discuss how organizations use CRM systems for targeted marketing communication Using CRM to Support Marketing Communication Earlier in this course we introduced customer relationship management (CRM) systems, which serve key functions for marketing, sales, and account management. These systems capture data about customers as well as an organization’s interactions with these customers. They also provide tools to help marketers and salespeople… Read More »Customer Relationship Management (CRM) Systems and IMC

Introduction to Customer Relationship Management (CRM) Systems and IMC What you’ll learn to do: describe the uses of customer relationship management (CRM) systems for marketing communication purposes An important tool for sales and marketing activities is the customer relationship management system (CRM). At their core, CRM systems are software systems used to collect and manage information about customers and prospects, making them a valuable source of internal data. CRM system providers… Read More »Customer Relationship Management (CRM) Systems and IMC

Case Study: IMC and Zombie Apocalypse Supporting the Sales Process In 2013, it was the height of America’s fixation with zombies. The hit TV show The Walking Dead was a popular obsession, and the highly anticipated summer blockbuster was the zombie-filled action-horror film World War Z. At the time, Christine Nurnberger was a new-to-the-job vice president of marketing. She had been challenged by her boss to breathe excitement into the ho-hum reputation of SunGard… Read More »Case Study: IMC and Zombie Apocalypse Supporting the Sales Process

Fitting IMC into the Sales Process So where does IMC fit in the sales process? Marketing communication tools serve as the fabric woven between the consumer decision-making process and the sales process. A common set of IMC tools is responsible for helping both processes function smoothly. Taking an IMC approach to supporting the sales process helps marketers think holistically about what’s happening on the part of the buyer as well as the seller;… Read More »Fitting IMC into the Sales Process

Through the Looking Glass: Understanding the Sales Process Up to this point, we’ve emphasized the importance of getting into the minds of customers in order to market to them effectively. The consumer decision-making process outlines key stages people go through when they make purchasing decisions. Now we’re going to step through the proverbial looking glass to examine that same process from the seller’s point of view. Why is this helpful? For… Read More »Understanding the Sales Process

Introduction to Using IMC in the Sales Process What you’ll learn to do: explain how IMC tools support the sales process As you know very well by now, in every successful transaction, there’s a buyer and a seller. The consumer behavior module of this course describes the decision process consumers go through when they decide to buy something. From the seller’s perspective, there is a parallel sales process that companies use to clarify… Read More »Using IMC in the Sales Process