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Hello, this is the presentation for the Integrated Marketing Communications Class, Assignment 2, of the gro Firstly, we discuss about customer-initiated marketing communication model by duncan and its application The model describe the two-way communication between customer and the company It all starts from the source, which can be customer Deliver message, such as Question, Complaint through various channels, as mail, internet or the customer service center then the message is delivered to the receiver, which is company then the company provide feedback to the source, customer, form a two-way communication however, the whole progress is always affected by Noise, which can be busy signal, company delay, therefo It was the overview of the model, now we move on to the Rise of Social Media Marketing Network
we are in an era of the Social web", with help from advanced technology, everyone can get into th
the Morgan report shows that people can spend more than 5 and a half hours on social site such as Facebo Following, we can see clearly many socia media network have huge number of visitor which is an extensive potential customer force to exploit It is not stunned to know that three-quarter of the total internet users have accessed to social network site It's even more amazing that Facebook can reach 750 million accesses from users in just any given day , gene With the development of social media network, then how business response to this? A good example is a big company like Coca Cola now uses Facebook as part of its marketing plan and youtube as well, then they even develop a social site, Coke Zone, to communicate with its consumer Forrester research shows that social media marketing spending can hit 3.1 billion for the next 5 years More corporate budget will be spent on social media marketing as we can see here In our conclusion Firstly, we must revise that without customer, there's no business, so communication is so important therefore, by understanding this model we can achieve the following goals Lastword, business must take the advantage of social media network Now we move on to the discussion of basic model of consumer decision making in social era Let's a have quick review on what is the consumer decision making process it all starts from the need recognition, consumer recognise their needs and seek for resolution now the search for information, collective information of brands and products then they compare them together and pick the most approriate one and the most important stage, purchase, here is where our money come after all, consumer will decide to comeback, or not following, we can have the relevant internal psychological processes, which happens in our customer brain If we understand the consumer decision making process, then how can we create a loyal customer? there's one important that we must know, business success MEAN effective communication communication must be effective But how we can have effective communication tools? , effective tools must answer following questions What is its composition? Who is our target market? How much money are we going to spend? What is the best way to reach our customer? All of this must fit our ultimate goals, purpose and objective. Now we talk about the communication tools in social era Communication tools is a bus, which will drive consumer to our product, while their brain is working to dec let's have a quick look at various tools, first one is Personal selling direct contact with our consumer, performed by sales representatives or retail staff next one is advertising this one can reach huge amount of consumer, powerful, however it is costly
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then we have sales promotion tool here we provide bonus to our consumer, such as coupon, we build consumer awareness and encourage the Direct marketing including: mail, door to door sale, telemarketer and so on Next one is sponsorship usually seen in sporting event, which can reach a huge audience following , we have Exhibition where our product is tested by consumer, we can have immediate response from consumer how good our Finally, the Internet, which is so important nowaday So many advantage: low cost, fast adoptation to change, reach global market, this is the tool which we call In review, we can conclude that two effective tool here is internet and the traditional advertise BUT throug We had a look on various tools, then how we use them in different stages of the consumer decision making Problem recognition Often tools in this stage are: advertising, exhibition, packagin, and so on, which create a first impact on our Information search Our tools here, such as advertising, internet, calls, which will introduct our product to consumer and create Alternative evaluation Here our product compete with other products in consumer brain, advertising is the tool which create mos Purchase decision Even if our product is purchased, continued development of customer loyalty is still important, sales promo Post purchase evaluation Make sure that our consumer will comeback for their next purchase After all, what would be our conclusion in this topic about communication tools in such social era the first message that we want to review is: the use of communication tool to ACQUIRE information about the final message is that no matter what tools we use, we must ensure that our message must be reached b
ommunications Class, Assignment 2, of the group of Pooky, Nina, Richard unication model by duncan and its application in social media marketing stomer and the company
form a two-way communication ch can be busy signal, company delay, therefore, the information of the message cannot be transfered completely e of Social Media Marketing Network
anced technology, everyone can get into the online world
and a half hours on social site such as Facebook, Twitter, which is so amazing e huge number of visitor
net users have accessed to social network site ccesses from users in just any given day , generate 700 billion minutes per month siness response to this? ebook as part of its marketing plan ke Zone, to communicate with its consumer ng can hit 3.1 billion for the next 5 years
ness, so communication is so important
er decision making in social era
eir needs and seek for resolution
ocesses, which happens in our customer brain when they make the decision n how can we create a loyal customer? MEAN effective communication
ive tools must answer following questions
ur product, while their brain is working to decide whether they take on our bus or not?
entatives or retail staff
build consumer awareness and encourage them to use our product
diate response from consumer how good our product is
h global market, this is the tool which we call 'social media marketing' ernet and the traditional advertise BUT through mobile device erent stages of the consumer decision making process? and so on, which create a first impact on our consumer decision,
ntroduct our product to consumer and create an image of our product in consumer memory
brain, advertising is the tool which create most impact in this stage ustomer loyalty is still important, sales promotion is the tool we should use here
mmunication tools in such social era unication tool to ACQUIRE information about how consumer think of our brand and product st ensure that our message must be reached by our consumer, to have impact on their decision.
