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- 1. Marketing Communication & Advertising BBAFIFTH SEMESTER
- 2. Nature of Marketing communicationprocess. • The nature of communication is the exchange of information between two people. It is required that there be both a sender and a receiver for communication to take place. Communication is reciprocal. So at any time the sender is sending a message the receiver is also sending messages. • The communication process encompasses a sequence of acts necessary for effective communication. These acts ensure the successful transmission of meaning between at least 2 participants, helping them to understand each other without issues. • However, while the communication process is a comprehensive and reliable tool that can help achieve successful communication between two or more people, it sometimes isn’t as straightforward as it first appears. • In reality, effective communication requires careful attention to the interconnected factors that make up the process. When properly followed, the communication process can ensure the intended message is conveyed and understood without misinterpretation or confusion.
- 3. Elements of thecommunication process. The elements of the communication process are: • Source • Message • Channel • Receiver • Feedback
- 9. Case Study • Ifyou want to design a Marketing campaign for your restaurant which is based out of MG Marg, Gangtok which are the top 3 channels you would choose? Why? • You are a Marketing Manager of a leading FMCG Brand in India. You want to launch a new product. Which are the top 3 channels you would choose? Why? • You are a Startup Founder of a software company in B2B business. You want to launch a new product but still not sure if your product will be accepted by other businesses. Which are the top 3 channels you would choose? Why?
- 11. Source : Medium.com Asper 2023 List
- 12. Trade Show ofTech Companies
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- 23. Some controversial adsof 2020
- 25. What is customerfeedback? • Customer feedback is the lifeblood of business innovation and customer satisfaction. It is the direct line from your customers to your strategy meetings. Customer feedback reveals what they honestly think about your products, services, and overall experience. This feedback is way beyond just gathering opinions. Customer feedback is a compass that guides businesses toward fulfilling customer expectations. Whether it pours in through reviews, social media, surveys, or direct conversations, each piece of feedback is a valuable nugget of insight waiting to be mined. • Customer feedback is a collection of voices telling you what’s working, what’s failing, and how your business can improve. It is the praise that encourages your team to keep up the excellent work and the criticism that prompts a course correction. But it is not just about listening—it is about understanding. The challenge often lies in interpreting this feedback, especially when it is unstructured or indirect. Businesses must employ a mix of analytical tools and empathetic listening to decode the messages behind the words. • Understanding and acting on customer feedback is non-negotiable in today’s competitive landscape. It is what enables businesses to align their offerings with customer needs, tailor experiences that delight, and, ultimately, forge stronger connections with their audience. For businesses, integrating this feedback into operational and strategic decisions means they are not just aiming in the dark. Instead, they are making informed moves that resonate with their audience. This commitment to listening and evolving based on customer feedback is what sets thriving businesses apart from those that merely survive.
- 26. iPhone over theyears
- 27. Why is collectingcustomer feedback important? And how is it used? Understanding customer feedback is just like finding a guiding star in the competitive business landscape. It is much more than collecting comments or ratings. Customer feedback is about diving deep into your audience’s desires and experiences. This insight forms the bedrock for businesses to fine-tune their strategies, ensuring they resonate deeply with their customers. Why gathering customer feedback is non-negotiable • Reveals real customer needs: Feedback provides a clear window into your customers’ expectations. It uncovers specific insights beyond what sales data or trends can reveal. • Identifies improvement areas: Feedback highlights where your product, service, or customer journey might falter. It offers direct pointers on where to focus enhancements. • Enables personalization: Tailoring experiences based on customer feedback delights your audience and also fosters loyalty, setting your brand apart. • Boosts satisfaction and loyalty: Acting on feedback can transform dissatisfied voices into loyal advocates. It elevates your brand’s reputation significantly. • Inspires innovation: Insights from customers can spark new ideas for features, products, or services. Feedback ensures your offerings remain fresh and sought-after. • Secures customer retention: Continuously adapting based on feedback helps retain customers. It makes them feel heard and valued over time. • Guides strategic direction: Feedback influences broader business strategies. That aligns your company’s growth with customer expectations.
- 28. Turning feedback intoaction The journey doesn’t stop at collecting feedback. Here’s how businesses harness it: • Refine products and services: Direct insights allow for precise tweaks and enhancements. That makes your offerings irresistible to your audience. • Personalize marketing: Use feedback to craft marketing messages that speak directly to customer desires. It increases engagement and conversion rates. • Enhance customer support: Identify common issues and train your team to address them efficiently. That elevates the overall service quality. • Innovate strategically: Let customer insights lead your innovation efforts. It will ensure new products or features meet actual needs. • Cultivate loyalty: Implement changes based on feedback to show customers you value their input. It deepens their connection to your brand. Customer feedback is the linchpin of customer-centric growth. Besides listening, it is about understanding and acting. Every piece of feedback (embraced and utilized) propels your business closer to unmatched customer satisfaction and enduring success. Whether through surveys, social media interactions, or direct dialogue, prioritizing feedback collection and integration is how businesses stay aligned with their most valuable asset—their customers.
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- 30. 1. Customer feedbacksurveys • Surveys are the Swiss Army knife of feedback tools—versatile, direct, and consequential. By asking specific questions, businesses can gather quantifiable data that highlights areas of success and those needing improvement. The beauty of surveys lies in their flexibility; they can range from a single question to detailed questionnaires. For example, a well-crafted survey could reveal why a product resonates with your audience or pinpoint friction points in your service. • Utilizing surveys effectively allows businesses to make data-driven decisions. This direct line to the customer’s thoughts provides a clear roadmap for enhancements, ensuring efforts are precisely targeted to increase satisfaction and loyalty. 2. Customer interviews • Interviews offer a deep dive into the customer experience, providing a platform for detailed feedback. This face- to-face interaction is unparalleled for understanding the nuances of customer sentiment. Through thoughtful questioning, businesses can uncover not just what their customers think but why they think it. • The qualitative data garnered from interviews can illuminate your customers’ emotional journey. These insights are gold dust for creating empathetic marketing strategies and refining your product to meet customer desires better.
- 31. 3. Customer focusgroups • Focus groups bring together a diverse mix of customers to discuss their experiences and perceptions. This setting fosters dynamic discussions, offering a spectrum of viewpoints. Observing how customers interact with each other can also reveal unanticipated insights, making it a fertile ground for innovation. • The collaborative nature of focus groups can lead to breakthrough ideas for product development or service enhancements. They are a litmus test for gauging customer reaction to proposed changes or new offerings. 4. Customer online reviews and ratings • Online reviews and ratings are digital word-of-mouth, influencing potential customers at a critical decision- making point. They offer candid feedback on what’s working and what’s not from the customer’s perspective. • Positive reviews can bolster your brand’s reputation and drive sales, while negative feedback provides a clear indication of where improvements are necessary. Responding to reviews, both positive and negative, demonstrates a commitment to customer satisfaction.
- 33. 5. Customer satisfaction(CSAT) scores • CSAT scores provide a snapshot of how satisfied customers are with your product or service at a specific interaction point. This metric is straightforward to collect and offers immediate feedback on the customer’s experience. • Tracking CSAT scores over time can help identify trends in customer satisfaction, guiding strategic decisions to enhance the overall customer experience. 6. Net promoter score (NPS) surveys • NPS surveys measure customer loyalty by asking how likely they are to recommend your company to others. This single question can reveal your brand’s advocates and detractors, providing a precise measure of customer loyalty. • NPS helps prioritize efforts to turn passive customers into promoters and address the concerns of detractors. It directly impacts your company’s growth through customer advocacy.
- 35. 7. Support tickets Supporttickets offer direct feedback on issues customers are facing. Analyzing these tickets can help identify common problems. It can guide product improvements and lead to better customer support strategies. Efficiently resolving support tickets can turn a potentially negative experience into a positive one, improving customer retention and satisfaction. 8. Social listening Social listening involves monitoring social media for mentions of your brand, competitors, and industry. It is a real-time pulse on customer sentiment that provides unfiltered feedback on your company’s public perception. Insights gained from social listening can inform content marketing strategies, competitive positioning, and proactive customer service, enhancing brand reputation. 9. Community forum A community forum is a space for customers to engage with each other and your brand. It’s a rich source of feedback on user experiences, suggestions for improvements, and new features. Leveraging community forums fosters a sense of belonging among your customers. It turns your most engaged users into brand advocates while providing a wealth of ideas for driving your business forward.
- 37. Obstacle for Marketing Communication • Understandingof the target audience: The sender may not understand the target audience, or the message may be encoded using language or symbols that don't convey the intended meaning. • Feedback: The sender may not adequately define what feedback is required, or may not evaluate the effectiveness of the communication. • Media choice: The sender may choose the wrong medium or media due to resource constraints or a lack of knowledge about the consumers' media habits. • Consistency: The sender may need to consider the consistency of the messages. • Noise and clutter: These can hinder marketing communication. • Information design: Weak information design, creative ideas, or strategies can be obstacles.
- 38. Case study Imagine youhave a friend who is running a restaurant business. He is struggling in his business as very few customers are coming to the restaurant. He comes and asks you to design a Marketing Communication campaign as you are an expert in the field of marketing. What would you suggest & why?
- 39. Source : VisualParadigm
- 40. What is aMarketing Funnel? • A sales funnel is a buying process that companies lead customers through as they are purchasing services or products. The model uses a funnel as an analogy because a large number of potential customers may begin at the top-end of the sales process, but only a fraction of these people end up making a purchase. • A sales funnel is divided into several steps, which differ depending on the particular model. As a prospect passes through each stage of the funnel, it signifies a deeper commitment to the purchase goal. Most businesses, whether online or conventional, use this model to guide their marketing efforts in each stage of the marketing funnel. • A typical marketing funnel has 4 basic Sales Funnel stages inherited from the AIDA model: • Awareness – The consumer becomes aware of a category, product or brand (usually through advertising) • Interest – The consumer becomes interested in learning about brand benefits & how the brand fits with the lifestyle • Decision – The consumer develops a favorable disposition towards the brand • Action – The consumer forms a purchase intention, shops around, engages in trial or makes a purchase AIDA is all based on the assumption that consumers will move through experience specific a series of (AIDA) stages when they make their purchase decision.
- 41. Source : VisualParadigm
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