7.- Media, Part 1

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來自 IESE Business School 的課程

Marketing: Customer Needs and Wants

152 個評分

IESE Business School

Marketing: Customer Needs and Wants

152 個評分

課程 3（共 5 門，Specialization Foundations of Management）

Understanding who your customers are and what they need and want is at the heart of successful marketing strategies. In this course you will explore how to identify and classify customers and the different methods that marketing professionals use to shed light on how they make purchase decisions. The course will cover the following: 1. Marketing Fundamentals 2. Product, Pricing and Channel Decisions 3. Building Strong Brands 4. Communication Strategy

從本節課中

Week 4: Communication Strategy

Once a company has a good grasp of its customers, it can now develop a communication strategy to appeal directly to their interests and needs. In this session I will introduce a framework that will show you how to organize your communication strategy in order to successfully launch a product or service. We will also discuss what the objectives and target market of that strategy should be. Mapping the decision-making process is also key since you will need to learn to adapt the message and content to each stage of the customer journey. Objective: To define the elements and list the steps for building a sound communication strategy.

1.- Week 4 Intro1:59

2.- Communications Framework1:53

3.- Mission And Market7:13

4.- Map The Decision Making Process, Part 16:15

5.- Map The Decision Making Process, Part 24:06

6.- Message and Content4:30

7.- Media, Part 14:55

8.- Media, Part 26:50

9.- Measurement5:46

10.- Week 4 Recap1:59

Conclusion to the Course1:14

與講師見面

Mario Capizzani
Lecturer
Marketing

[MUSIC]

Okay, in this section we're going to deal with a very difficult question.

Which is, what is the best media to communicate the right messages to

the specific target audiences at its different points for

the customer majority in order to be able to achieve the objectives that we

have setup in step 1 of our framework?

One convenient loop to look at is where are people spending time these days and

where are companies spending money?

As you can see in this picture,

this is a chart that shows where people spend time per day with major media.

The two large chunks happens to be digital, on their laptop computers,

tablets or phones, and in front of another screen, which is TV.

TV and digital combined account for

over 80% of where the majority of people spend their time with media.

So how is this related to where the companies are spending money?

We can look at a picture from two years ago and one predicted for next year.

As you can see, television is still by far the biggest media

where companies are spending money, it's still considered to be the best media for

reaching mass audiences, such as to gain product awareness or service awareness.

But as you can see, digital is growing.

Combined, desktop Internet and mobile Internet, which used to account for,

roughly speaking in the world, about 25% of the company spending,

is predicted to move to closer to 30% of the spending by the year 2017.

Naturally, as one would expect, eventually,

the percentage share of media spent, and the percentage spent,

should eventually converge, as you can see for the case of television.

So since television and digital media outlets are the two most prominent

media outlets of where companies are spending their money.

Let's look at a couple of indicators of how companies transact

in these different media outlets.

First of all, let's start with television.

The unit of measurement for television and for

other massive media outlets typically is the gross rating point.

A gross rating point combines two different concepts.

One is what percentage of the target audience is actually reached?

And also, what is the frequency of the impacts

during this specific campaign, right?

So here you have the formula, 100 times the percentage reach

times the number of average frequency of impacts, right?

So, for example if 50% of the audience has been reached with

an average of three impacts during a particular campaign,

that campaign would have gotten you 150 GRP's, clear?

The next category of spend is search engine marketing,

where the major unit is cost per click.

The cost per click that you will pay in any search engine

depends amongst other things on the website quality score.

What is a Quality Score?

The Quality Score is a number that will be assigned by the search

engine to your website or to your mobile site.

It will be affected by several things.

First of all, how popular is your site?

In essence, that will impact the click-through rate, which is the number of

clients divided by the overall number of impressions that you have received.

It would also be dependent upon the quality of your landing page,

your page architecture, and also what other sites referred or

had linked to your particular site.

And finally, it will be highly dependent on the level of relevance

of the different keywords that consumers are looking for and the kind of content or

how close the content that you're providing is to those specific keywords.

The next category of spending is Display.

Display is measure as a cost per thousand impressions.

But there are also other measures.

Some people are able to transact for example on cost per conversion, or

sales, cost per leads or cost per achieving some other kind of,

for example, action such as filling up a form or

signing up to receive a newsletter or an email and so forth and so on.

These are some of the important metrics that you ought to keep in mind since they

represent more than 80% of where the money is spent on media these days.

[MUSIC]

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