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Transcript
Integrated Marketing Communications Brought to you in association with What is IMC? A new buzzword? A new pitch for clients? A new spin on the same old plan? OR: A whole new approach that involves all aspects of a company’s business? Brought to you in association with Brief history B-to-b agencies have traditionally been doing more IMC-oriented efforts than consumer. IMC is an evolutionary step in b-to-b marketing New tools are fueling interest in IMC as marketers realize they are just that: tools Brought to you in association with How widespread is IMC? According to our OutFront study: 57.5% of companies DO NOT have an IMC program Of the 39.1% that do, the leading companies are computer companies 82.1% of computer software companies say they have an IMC program in place Brought to you in association with How widespread is IMC? In the manufacturing sector: 29.2% of all companies in this area have an IMC program The category with the lowest IMC penetration is furniture & fixtures at 4.9% Highest is computer hardware at 60.2%, followed by instrument & related products, 59.4% Brought to you in association with What are marketers spending? In Business Marketing’s OutFront survey, we found that: B-to-b marcomm spending: $73 billion Overall spending was up 14.5% Online spending grew 143% On average, companies devoted 1.2% of total annual sales to b-to-b marcomm Brought to you in association with Breaking it down Advertising: $17.7B Sales Promo. : $13.6B Trade shows: $12.6B Sales force management: $8B* Direct mktg.: $5.7B Online: $4.2B Market rsrch.: $3B Premiums/incentives: $2.7B *excludes compensation & commission Brought to you in association with Interactive and IMC How has interactive affected marketing methods? What have marketers learned so far? Brought to you in association with 1994 – The Internet Browsers=Mosaic, Cello Only a couple hundred .com Web sites 9600 modems Moving to 14.4 Brought to you in association with 1996 – The Internet AOL Amazon.com 14.4 modems Search engines Netiquette Build me a web site! How to make money from consumers? Brought to you in association with 1997 – The Internet Surfing is dead Failed models Stalled IPO’s Where’s the money? Brought to you in association with 1994 – B to B makes its mark Firms see Web’s unique advantage Real revenue and ROI Have made initial commitment: The CEO/CFO listens! E-commerce is exploding Brought to you in association with 1999 – Real Maturation Marketers develop Internet’s unique potential for reaching customers They’re abandoning its copycat uses Brought to you in association with The sales reality Cisco Systems $ 3 million / day Dell Computer GE Information Systems $ 2 million / day $ 4 billion / year Grainger $ 35 million / year Brought to you in association with The 1998 Top Ten Marshall Industries Cisco Systems Bay Networks Dell Computer Compaq Computer Federal Express IBM W.W. Grainger 3Com Corp. First Union www.marshall.com www.cisco.com www.baynetworks.com www.dell.com www.compaq.com www.fedex.com www.ibm.com www.grainger.com www.3com.com www.firstunion.com Brought to you in association with NM200 – Then and Now November 1997 August 2000 Dell Web revenues: $2 million a day Cisco: 26% of its business online Dell Web revenues: $5 million+ a day Cisco: 57% of its business online Brought to you in association with What’s changed The NM Top 10 are shifting from an order-taker mentality to a customer-centric focus. B-to-b Web sites are moving from a marketing and transaction focus to knowledge management and customer service. Brought to you in association with A look at the Top 50 60% accept orders and payments Up from 46% in our first survey 86% use their sites to distribute product Up from 78% 96% for customer service and support Down from 100% Brought to you in association with A look at the Top 50 88% distribute e-mail notices/newsletters 71% are part of intranet or extranet Up from 42% 76% use their Web sites to recruit staff Brought to you in association with A look at the Top 50 Other findings: These sites have undergone anywhere from 0 to 9 redesigns. Web staff sizes range from 1 to 125. Cisco has been doing Web marketing the longest, with more than 5 years of experience. Average site age: 31 months Brought to you in association with What we learned The leading Web marketers are moving quickly as the Net hits its third phase as a business tool. Phase 1: Technophiles pester boss until they get the go-ahead to build a Web site. Phase 2: Marketing wrestles control of Web site from IT. Site is digital replica of marketing department. Most companies still here. Brought to you in association with Phase 3: The move to IMC Sites are making the shift from vertical to horizontal Instead of being vertical slices down the marketing stovepipe, smart companies are transforming their Web sites into horizontal cross-sections of their entire business operation. Marketing shouldn’t lose control, but rather should lead this enterprise-wide transition to a customercentric focus. Brought to you in association with IMC Online Offline marketing is a passive medium that tells customers what the brand is Online marketing is an interactive medium that allows customers to experience the brand Brought to you in association with IMC Online Fed Ex: Allows customers to track their packages on its Web site Dell: The Configurator lets users build their own computer system MasterCard: Extends its offline “priceless” campaign to an online Seal of Approval for e-commerce sites to continue its trust/security message Brought to you in association with The Future As the stakes become larger, more companies will be turning to marketing to sell their goods and services Interactive is a powerful tool when used well, but it is just one more tool Marketing will continue to tie together all the tools in its arsenal through well-organized IMC programs Brought to you in association with Reasons to join To get FREE marketing content To get free downloads To get discounts on our services To get access to our resource centre Many other Powerpoints in this series in the members area Brought to you in association with