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Printable Handouts
Navigable Slide Index
- Introduction
- Marketing used to be so easy!
- One-way, outbound model
- Psychological assumptions in marketing
- Persuading consumers through the 4Ps
- Assumptions of most models
- All marketers used the same models and tools
- Marketers created clutter
- Consumers blocking tools
- Information technology
- Communication systems controlled by consumers
- Wide availability of information in today's market
- Challenges of today's marketers
- What to do?
- Multi-channel marketing challenge number 1
- Basic organizational approaches to marketing
- Moving from a supply-chain to a demand-chain
- Traditional 4Ps supply-chain model
- Customer-driven demand-chain model
- Your business model in today's marketplace
- Multi-channel marketing challenge number 2
- Are you selling a product or a service brand?
- Service brands
- Example: service brand framework for a university
- Considering your business as a service brand
- Reciprocal relationships
- Service and people are critical for success
- Multi-channel marketing challenge number 3
- Linear, silo-driven model marketing models
- Illustration of the model
- Customers create their own integrated systems
- Consumer multi-tasking and marketing synergy
- For example: SIMM studies
- When you watch TV, do you also go online?
- When you go online, do you also watch TV?
- Clear evidence of new marketplace issues
- How to impact customer-created systems?
- Multi-channel marketing challenge number 4
- 21st century marketing resources
- Success depends on mix and match of resources
- Examples of mixing and matching resources
- In a traditional market using a "push" approach
- Traditionally- product/brand is the key resource
- Competitive marketplace
- Content become the key resources
- Customers adopt avoidance techniques
- Delivery becomes critical as engagement emerges
- A problem
- What to do in "push-pull" marketplace?
- Customer experiences in the "pull marketplace"
- Content/availability and delivery/response
- Mix and match of resources - summary
- Multi-channel marketing challenge number 5
- Marketers have measured results in three ways
- Measurement in "push-pull" marketplace?
- How can marketers connect
- One solution: generic web outcome model
- This model holds great promise
- Two challenges or opportunities
- Get better at what you do now
- Do things differently or do different things
- Building integrated value networks
- Integrated value map: retail fuel
- It's the multi-channel network that counts
- The critical questions
- New set of marketing & communication initiatives
- That's what this HST series is all about!
- Conclusion
- Contact details of the speaker
Topics Covered
- Transition from outbound or 'push' system only to 'push-pull system' including inbound or 'pull' communication
- Changing business models
- Need for demand chains
- From product to service branding
- Network communication models
- Four communication resources
- Measurement and evaluation
Talk Citation
Schultz, D.E. (2008, December 31). Managing marketing communication in a multichannel system [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved August 31, 2024, from https://doi.org/10.69645/UZOD3106.Export Citation (RIS)