Laying the Foundation for Effective Marketing Campaigns
To use integrated marketing communication (IMC) effectively in marketing campaigns, marketers go through several planning steps to define precisely what they want to accomplish and with whom. Only with this information can they be sure they are identifying the right message and promotional mix to achieve their goals.
Standard marketing campaign planning steps include the following:
- Determine the target market
- Determine purpose and objectives for the IMC campaign
- Set S.M.A.R.T. goals
- Define the message
- Select marketing communications methods and tools
- Determine the promotional mix: which tools to use, when, and how much
- Execute the campaign
- Measure results and refine approach, as needed
1. Determine Target Market
In the segmentation and targeting module, as well as in other sections of this course, we’ve discussed the critical importance of clearly identifying the target market or the set of market segments an organization plans to focus on. A marketing plan may include one or more campaigns focused on one or more target segments. Some campaigns may focus on achieving specific goals for a single segment. Other campaigns may focus on a common set of goals using a variety of IMC activities targeting different segments.
In any case, clearly defining the audience for IMC activities is an essential input. This is because different market segments use different types of media, and they may have other distinctive characteristics that impact the effectiveness of a marketing activity. For example, in 2014, 71 percent of all Internet users were also Facebook users, but only 56 percent of adults aged 65 and over used Facebook. Meanwhile, among young people aged 18–29, Facebook usage was near universal at 87 percent.[1] Your decision about whether to use Facebook in an IMC campaign should depend, in part, on what proportion of the target audience you can reach with this tool. Understanding your target segment(s) and their communication and media habits will make a huge difference in your ability to design IMC programs to reach the people you want to reach.
2. Determine Marketing Campaign Objectives
Once the audience is defined, the next essential step for a successful marketing campaign is to define what the campaign will accomplish with its IMC efforts. Although many marketing campaigns may be oriented toward a single objective, it is possible for an IMC program to accomplish more than one objective at a time, so long as this doesn’t create confusion for your target audiences.
The objectives should explain 1) the impact of campaign activity on target audiences, and 2) the ultimate results or outcomes that align with the organization’s marketing strategy and corporate goals. While the objective of a marketing campaign often involves increasing sales, this does not necessarily have to be an objective. An entire campaign might focus primarily on building awareness and persuading people to engage with a product or brand in some way, as a stepping-stone towards generating demand and increasing sales.
A good place to help with thinking through campaign objectives is to consider the cognitive stages a customer goes through as they become aware of and eventually decide to buy a brand, product, or service. Many marketers use the AIDA model to guide this thinking and help them pinpoint campaign objectives for a given audience.
Communicating with Target Segments: The AIDA Model
AIDA is an acronym marketers use to help them develop effective communication strategies and connect with customers in a way that better responds to their needs and desires. Credited to the American advertising and sales pioneer, Elias St. Elmo Lewis, the model originally applied mainly to advertising. AIDA describes a common list of events that occur when a consumer views an advertisement or other marketing communication. As marketing communication methods have evolved, the model has been used to encompass other marketing tools and channels as well.
The letters in the AIDA acronym stand for the following:
- A represents attention or awareness, and the ability to attract the attention of the consumers.
- I is interest and points to the ability to raise the interest of consumers by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).
- D represents desire. The advertisement convinces consumers that they want and desire the product or service because it will satisfy their needs.
- A is action. Consumers are led to take action by purchasing the product or service.
The system helps guide marketers to refine their objectives and clarify what they want to accomplish with a target segment. As campaign objectives become clearer, marketers gain insight into ways of refining their marketing messages and deciding which tools they can use to deliver these messages effectively.
The table, below, identifies typical campaign objectives associated with each stage of the AIDA model. Note that the largest group of prospective customers appears in the first stage of the model: Awareness. As the sales cycle progresses, a percentage of prospects is lost at each stage.
| AIDA Model Stages | Typical Campaign Objectives |
| Awareness:Build awareness to motivate further action | Develop brand awareness and recognitionIncrease traffic to physical or virtual stores, Web sites, or other channels Remind customers about a brand, product, service or category |
| Interest:Generate interest by informing about benefits; shaping perceptions | Differentiate a product, stressing benefits and features not available from competitorsProvide more information about the product or the service because information may be correlated with greater likelihood of purchase Increase demand for a specific product or a product category; generate enough interest to research further |
| Desire:Create desire; move from “liking” to “wanting” | Build brand equity by increasing customer perceptions of quality, desirability, and other brand attributesStimulate trial, an important step in building new brands and rejuvenating stagnant brands Change or influence customer beliefs and attitudes about a brand, product, or category, ideally creating an emotional connection |
| Action:Take action toward purchasing | Reduce purchase risk to make prospective customers feel more comfortable buying a new or unfamiliar product or brandEncourage repeat purchases in the effort to increase usage and brand loyalty Increase sales and/or market share, with the goal of broadening reach within a time period, product category, or segment |
Car marketing is a prime example of using the AIDA model to narrow the target market and get results. Marketers in the automotive industry know their advertisements and other marketing communications must grab the attention of consumers, so they use colors, backgrounds, and themes that would appeal to them. Next, automotive marketers pique interest by showing the advantages of owning the car. In the case of the Mini-Cooper, for instance, marketers imply that a small car can drive the consumer to open spaces and to fun.
Advertisers can target a precise market by using the AIDA model to identify a narrow subset of consumers that may be receptive to the product offering. Car advertisements are especially made to grab attention, pique interest, meet desires, and evoke action in consumers.
Third, automotive marketers speak to what their consumers desire. For Mini-Cooper drivers, it’s the “fun” of driving, while for Prius consumers it may be the fuel economy or the environmental friendliness. Only after evaluating consumer desires are marketers able to create effective campaigns. Lastly, marketers use advertising and other methods, such as sales promotions, to encourage consumers to take action by purchasing the product or service.
Push versus Pull Promotion Mix Strategies
Push and pull strategies are promotional strategies used to get the product to its target market. A push strategy places the product in front of the customer, to make sure the consumer is aware of the existence of the product. Push strategies also create incentives for retailers to stock products and put them in front of the customer. Examples of push tactics include:
- Point-of-sale displays that make a product highly visible to consumers
- Product demonstrations to show off a product’s features to potential customers at trade shows and in showrooms
- Retailer incentives to stock and sell products, such as discounted bulk pricing
- Negotiations with a retailer to stock a specific item in limited store space, along with proof points the product will sell
- Creating a supply chain for distribution that ensures retailers can obtain the product in sufficient quantities
Push strategies work best when companies already have established relationships with users. For example, cell phone providers proactively send (i.e., push) advertisements via text messages to mobile customers regarding promotions and upgrades. This permission-based marketing can become particularly effective when push tactics and offers are personalized to the user based on individual preferences, usage, and buying behavior.
A pull strategy stimulates demand and motivates customers to actively seek out a specific product. It is aimed primarily at the end users, rather than retailers or other middle players in the value chain. Pull strategies can be particularly successful for strong, visible brands with which consumers already have some familiarity. Examples of pull tactics include:
- Mass-media advertising and promotion of a product
- Marketing communications with existing customers to make them aware of new products that will fill a specific need
- Referrals and word-of-mouth recommendations from existing customers
- Product reviews from opinion leaders
- Sales promotions and discounts
Using these strategies creates a demand for a specific product. With pull tactics stoking demand, retailers are then encouraged to seek out the product and stock it on their shelves. For instance, Apple successfully uses a combination of pull strategies to launch iPhones or iPads. The music industry has shifted strongly toward pull strategies due to digitization and the emergence of social networking Web sites. Music platforms such as iTunes, Grooveshark, and Spotify all reflect a power shift toward music consumers exploring and demanding music they want, rather than music producers controlling what is available to whet music lovers’ appetites. Likewise, music retailers have adapted their strategies toward pulling in consumers to seek out products.
Most businesses use a combination of push and pull strategies in order to successfully market their products, services and brands. As marketers define the objectives they want marketing campaigns and IMC to accomplish, they can determine whether “push,” “pull,” or a combination of both will be most effective. This helps guide their choices around which marketing communication methods and tools to use.