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Transcript
3rd Nordic Marketing Conference, Workshop Report • Workshop 1 • What is Effective Marketing Communication Today? Participants of the workshop • • • • Reijo Ljungberg SCB Isak Isaksen DSt Maja Mortensen DSt Jarmo Partanen SF • • • • Jaana Andelin SF Eero Tanskanen SF Pentti Sonninen SF Maija Metsä-Pauri SF Main Conclusions • Institutional marketing (usually centralised) – basis for all other marketing or communication actions, (name, logo, familiarity, image) – planning, guidelines, targeting • Product/service marketing – incordination with institutional marketing – timing and co-ordination Main Conclusions • Competence of customers – identify the competence of different customers – different acting for different customers – learning to speak the same language • Marketing means – web-site (institutional (i) and product (p)) – campaigns (i, p), direct mailing (p), telemarketing (p) – personal contacts; the reason is ( p), but the effect also (i) – message should be planned keeping both (i) and (p) in focus
