forumforfuturemarketing

The following document provides an insight into the work of the students of Stuttgart Media University in the summer semester 2009. The workbook deals with different topics of 360 degree marketing and shows what the future will bring.

Click here to download the E-Book “360° marketing - a glance into the future”

The index of the E-book

1   Introduction: 360° Marketing

2   Corporate Identity frameworks integrated market communication
2.1 Introduction
2.2 Definition Corporate Identity
2.3 Strategic Corporate identity process
2.4 Interdependence of corporate and brand identity
2.5 Corporate identity as a starting point for Integrated Market Communication
2.6 Corporate-Communications-Concept
2.7 Integrated market and company communication
2.8 Conclusion

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1. Please use British English

2. Use a spell check programme (e.g. Word)

3. Avoid “you” in your sentences (as translation of the German “man”)

The basic role of the mobile in an integrated campaign is to consider mobile as an additional media to extend the marketing mix. In this definition mobile has the same position than other media like print, TV or online. But the question is, is that really all?

Of course advertisers can use the mobile as an additional media channel in the media mix, but mobile marketing is more: The mobile can be considered as a connective element in the media mix. On the one hand the mobile is a connective element between different media channels. On the other hand the mobile is the connection to interactivity and therefore the connection to 360 degree.

360 degree marketing and especially the evolution of marketing says that consumers want to be part of campaigns and not just receive the message. The customers want to get active and take part in the communication process. Consumers are beginning to take control of what they want, when they want it and how they want it. The mobile is probably the best medium to fulfil these new demands.

More information about the role of the mobile in an integrated campaign and its meaning to 360 degree thinking is provided in the attached presentation.

A brand is the key to integrated marketing and represents the most important tool of an organisation for weathering market turbulences.  But, within the challenge of fast moving, global marketplace old scientific brand models, which we examine in the first part of our presentation, become less and less relevant. The explosion of offers and media as well as the emancipation of the consumers lead to a dramatic shift of brand management. After highlighting the changes in-depth in the second part, we suggest a new brand definition that overcomes the deficits of current brand approaches:

“A brand is a collective asset based on an inimitable core attribute defined by marketers and treated together with consumers activating them through an integrated, holistic approach with the aim of forming one homogeneous picture in their head which leads to long-term return on costumer.”

In the course of time the comprehension of marketing has changed. Compared to the Old Economy Promotion, the so called “classical advertisement”, which was characterised by one-way-communication, e.g. print, TV and radio, the New Economy Promotion is now linked to interactive communication. Messages used to be transmitted by dialogue-orientated classical media ductsare nowadays complemented by interactivity due to internet.

The following presentation shall point out the differences between Old and New Economy Promotion by bringing in relevant examples of companies using either the “classical option” or the “modern form of promotion”. In the end there will be a matrix, which can be used as decision support to find out which promotional tool is appropriate for different pre-determined aims.

Twitter forces people to make their messages short and simple. The writer has to get to the point. The character limit is set to 140 characters plus room for an URL. This high degree of micro information means that the user will need to self-parse information. Via Twitter the users are able to reach immediately their friends, network, consumers, or prospect clients with short time information at zero cost.

But how can Twitter be used to increase the effect of the marketing activities of a company? What are the effects on other web2.0 activities of a company like blogging, facebook groups or discussion boards? We also developed a scoring model to measure influence, seeding, signal-to-noise, authenticity and other factors.

Corporate identity is the basic prerequisite for a successful integrated marketing for brands and organisations. Get more information about corporate identity, the communication concept and the integrated marketing in Manfred Bruhn’s point of view. Additionally, more information about the communication activities and the enhancement of Apple’s corporate identity in the range of 360°-marketing is provided in the presentation of corporate-identity-and-360-degree-marketing.

In the following presentation information about the analysis of the brand rejuvenation of Jaegermeister is given. Originally, Jagermeister was a short drink for all over 50 years-old seniors. Today Jaegermeister is among of the most popular short drinks of the world and, above all in Germany, a lifestyle drink for parties and a younger target group. Read more about the successful brand rejuvenation…

As a result of our research we came up with a symbol: the six faces of a cube show the current developement in marketing. In the attached document you will find the outline for this concept. cube360marketing

360° marketing has only a chance to work, if there a basis is established, which sets the stage for it. This basis is a respectable corporate identity of a company and especially its core values. It is needed to create a distinctive image of a company or product in the heads of consumers. Only this way assures a high recognition value.

Because of this fact, I have chosen this picture, which shows apparently a luscious peach stone. The picture shows the stone, which stands for the corporate identity, encircled by the pulp. The pulp represents all marketing activities linked to 360° marketing.