Marketing Communication Measurement and Evaluation

2021 ◽  
pp. 189-208
Author(s):  
Stacy Landreth Grau
Keyword(s):  
Program Evaluation ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Measurement And Evaluation

Chapter 8 picks up from Chapter 7 and discusses the importance of measurement and evaluation, particulary of marketing communications. Importantly, this chapter is not about program evaluation, but rather is concentrated on communication efforts. The chapter includes the differences and linkages among concepts such as goals, objectives, and metrics (and how these link back to strategy). The chapter goes into depth with metrics for measuring paid, owned, and earned media. This chapter underscores the importance of measuring (and research) to gain insights that allow for a more effective organizational presence.

DETERMINAN NILAI PELANGGAN & IMPLIKASINYA TERHADAP LOYALITAS KONSUMEN DI BANK SYARIAH WILAYAH DKI JAKARTA

2019 ◽  
Vol 3 (2) ◽  
pp. 144-165
Author(s):  
Hanan Wihasto
Keyword(s):  
Product Quality ◽  
Customer Value ◽  
Distribution Channels ◽  
Marketing Communications ◽  
Survey Method ◽  
Marketing Communication ◽  
Consumer Loyalty ◽  
Significant Positive Effect ◽  
Dominant Contribution ◽  
Positive Effect

The purpose of this study was to determine and analyze the effect of Marketing Communications on Customer Value. To know and analyze the influence of product quality on Customer Value. To know and analyze the influence of Distribution Channels for Customer Value. To know and analyze the effect of Marketing Communications, Product Quality and Distribution Channels together on Customer Value. To know and analyze the impact of the Consumer LoyaltyMarketing Communications. To know and analyze the influence of product quality on Consumer Loyalty. To know and analyze the influence of Distribution Channels for Consumer Loyalty. To know and analyze the effect on the Customer Value Customer Loyalty. To know and analyze the effect of Marketing Communications, Product Quality, Distribution Channels andCustomer Value jointly against Consumer Loyalty. The method used is survey method descriptive and explanatory survey with asample size of 435 respondents, as well as data analysis method used is SEM (Structural Equation Modelling) with LISREL 8.80. Based on the results of the study, then obtained the following findings: Marketing Communications positive and significant impact on Customer Value. Product quality and significant positive effect on Customer Value. Distribution Channels positive and significant impact on Customer Value. Marketing Communication, Product Quality and Distribution Channels simultaneously positive and significant impact on Customer Value. Partially Marketing Communications dominant contribution in influencing the Customer Value. Marketing Communications positive and significant impact on consumer loyalty. Product quality and significant positive effect on consumer loyalty. Distribution Channels positive and significant impact on consumer loyalty. Customer Value positive and significant impact on consumer loyalty. Marketing Communication, Product Quality, Distribution Channels and Customer Value simultaneously positive and significant impact on consumer loyalty. Partially Marketing Communications dominant contribution in influencing consumer loyalty.  

scholarly journals AKTIVITAS INTEGRATED MARKETING COMMUNICATION PT BLUE BIRD TBK DALAM MEMPERKENALKAN APLIKASI MY BLUEBIRD 5 DI MASA PANDEMI COVID-19

2021 ◽  
Vol 1 (1) ◽  
pp. 17
Author(s):  
Wulan Muhariani
Keyword(s):  
Public Relations ◽  
Media Coverage ◽  
Direct Marketing ◽  
Secondary Data ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Public

ABSTRACTSomething new from the company, whether it is innovations, policies and the latest achievements from the company, should ideally be communicated and marketed to the public under any circumstances, including during a pandemic. At this time, all companies are challenged to market their products and services, a special strategy is needed to achieve the company's goals. For this reason, this study aims to analyze the implementation of Integrated Marketing Communication (IMC) activities carried out by PT Blue Bird Tbk in introducing the company's latest innovation, namely the My Bluebird 5 application during the COVID-19 pandemic. This research was conducted qualitatively with a case study method and data collection was divided into two, namely primary through interviews and observations; as well as secondary data through literature studies and media coverage results. The conclusion of this research is that PT Blue Bird Tbk has implemented an integrated marketing communication concept to introduce the My Blue Bird 5 application in the midst of a pandemic through various tactics such as from advertising, public relations, internet marketing, sales promotion and direct marketing activities.Keywords: Marketing Communications, Integrated Marketing Communication, Pandemic  ABSTRAKSesuatu yang baru dari perusahaan, entah itu inovasi, kebijakan dan pencapaian terbaru dari perusahaan, idealnya harus dikomunikasikan dan dipasarkan kepada masyarakat dalam kondisi apapun, termasuk di masa pandemi. Pada masa ini, semua perusahaan mendapat tantangan untuk memasarkan produk dan jasanya, dibutuhkan strategi khusus agar tujuan perusahaan tercapai. Untuk itu penelitian ini bertujuan menganalisis penerapan aktivitas Integrated Marketing Communication (IMC) yang dilakukan oleh PT Blue Bird Tbk dalam memperkenalkan inovasi terbaru perusahaan, yaitu aplikasi My Bluebird 5 di masa pandemi COVID-19. Penelitian ini dijalankan secara kualitatif dengan metode studi kasus dan pengumpulan data terbagi menjadi dua yaitu primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka dan hasil liputan media. Kesimpulan dari penelitian ini adalah PT Blue Bird Tbk telah menerapkan konsep komunikasi pemasasaran terpadu untuk memperkenalkan aplikasi My Bluebird 5 di tengah masa pandemi melalui berbagai macam taktik mulai dari kegiatan periklanan, public relations, pemasaran internet, promosi penjualan dan pemasaran langsung.Kata Kunci: Marketing Communications, Integrated Marketing Communication, Pandemi

scholarly journals Information Technology, Marketing Database and the Process of Integrated Marketing Communications (IMC): A Resource-Capability Nexus

2018 ◽  
Vol 6 (4) ◽  
Author(s):  
Ayaz Ahmad ◽  
Salniza Md. Salleh ◽  
Selvan a/l Perumal
Keyword(s):  
Information Technology ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
The Past ◽  
Technology Marketing ◽  
Industry Professionals ◽  
Research Avenue

This study aims at identifying and conceptually linking Information Technology, Marketing Database and the IMC process in a resource paradigm. It also conceptually posits the mediated role of Marketing Database to further transmit the absorbed effect to the IMC process. Review of the past studies has been done to conceptually connect these resources and/or capabilities. This paper establishes different relationships to be further tested empirically for both the academia and industry professionals. The main contribution is to conceptually theorize all the three concept and linking them conceivably that were either missing or vague in the marketing communication literature. Further, it also provides a research avenue to seek the complementarity of such resources by utilizing the extended RBV theory. The theoretical framework proposed is based on past literature from the RBV and marketing communications literature positing some new structural paths beside certain previous linkage (s) if any.

scholarly journals PEMBERDAYAAN PAGUYUBAN BATIK PENDOPO DESA JARUM BERBASIS KOMUNIKASI PEMASARAN VIRTUAL DI ERA PANDEMI COVID-19

Dharma LPPM ◽  
2021 ◽  
Vol 2 (2) ◽  
Author(s):  
Puji Lestari ◽  
Titik Kusumantini ◽  
Elisabet Isyana Rahayu ◽  
Devi Wening Astari ◽  
Muhammad Irfan
Keyword(s):  
Word Of Mouth ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Community Members ◽  
Very High ◽  
Made In

Virtual marketing communication is still something new for the Paguyuban Batik Pendopo Desa Jarum. Marketing is usually done only through word of mouth and occurs offline. However, due to the COVID-19 pandemic, tourist visits to Jarum Village have greatly decreased. Virtual-based marketing communications are needed to survive in this uncertain situation. With an association that accommodates UMKM, the potential to switch from conventional marketing communications to virtual marketing communications is very high. This service stage starts from discussions with community members of Paguyuban Batik Pendopo Desa Jarum, understanding community members about the importance of virtual marketing communication, assistance in making profile videos, assistance in making websites and blogs, and assistance in creating e-commerce accounts. The contribution made in this service is the assistance of the Paguyuban Batik Pendopo Desa Jarum in virtual marketing communications, especially in the era of the COVID-19 Pandemic.

scholarly journals Towards strategic integration in marketing communications in a decentralised organisational structure

2020 ◽  
Author(s):  
◽  
Enno Frehse
Keyword(s):  
Conceptual Model ◽  
Business Strategy ◽  
Corporate Strategy ◽  
Marketing Communications ◽  
Successful Implementation ◽  
Marketing Communication ◽  
Organisational Structure ◽  
Strategic Integration ◽  
Guiding Principles ◽  
Successful Integration

The concept of integrated marketing communications (IMC) was developed in the early 1990s and has gained significant interest from academics and practitioners alike. Although the concept is widely known for its theme of achieving consistency in messages sent, integration of marketing communications with corporate strategy is arguably the defining construct of IMC. In contrast to the attention the concept of IMC has achieved, integration of marketing communications with corporate strategy is rarely achieved. Correspondingly, there is a gap in understanding why such successful integration remains scarce. In order to support closure of this knowledge gap, the aim of this research is to support the successful implementation of IMC at a strategic level through the development of a conceptual model that is capable of helping to overcome barriers to successful integration. The objectives of the study are therefore to explore how decisions about marketing communication activities are taken and how customer knowledge generated through marketing communication activities is used to inform business strategy decisions. The knowledge needed to fulfil the research aim was generated from a case study setting of a global company, operating a decentralised organisational structure in the healthcare industry. The resulting research findings were grouped into three thematic areas which are termed efficiency, consistency, and relationship. These thematic areas, if unmanaged, may inhibit company-wide alignment of marketing communications activities with business strategy. This thesis contributes towards facilitating integration of marketing communications with strategy by providing a conceptual model which is termed ‘integration areas’. This model is based on the idea of using guiding principles for aligning marketing communication activities throughout a company. The integration area concept helps in the development of these guiding principles by providing thematic areas which should be considered in the course of this development so that integration of marketing communication activities with business strategy is achieved. Such support for guiding principles development for the purpose of achieving strategic integration of marketing communication activities has not yet been provided.

scholarly journals ANALISIS PERKEMBANGAN PENELITIAN KOMUNIKASI PEMASARAN DAN KONTEN DIGITAL

DIALEKTIKA ◽  
2019 ◽  
Vol 6 (2) ◽  
pp. 118-134
Author(s):  
Heni Indrayani ◽  
Swita Amalia Hapsari ◽  
Hanif Wahyu Cahyaningtyas ◽  
Rifqi Hindami
Keyword(s):  
Marketing Communications ◽  
Digital Content ◽  
Communication Studies ◽  
Marketing Communication ◽  
Communication Research ◽  
Research Topics ◽  
Study Program ◽  
Final Project ◽  
Media Platform ◽  
Bibliometric Approach

Students try to communicate scientifically through information written in their final project in the form of a Thesis. In the distribution of research topics in the Communication Studies program at Dian Nuswantoro University, most discussed digital content and marketing communication. Therefore, the purpose of this research is to analyze the development of digital content research and marketing communications. The method used is a descriptive quantitative method with a bibliometric approach from 21 thesis of Communication Studies Program students from August 2017 to March 2019. The results showed that the study of Communication Studies Program Students at Dian Nuswantoro University was the most adalagh of analyzing digital content and marketing communications. This is in accordance with specialization in the study program. Digital content both online media, social media and Youtube are discussed in terms of strategy and media platform content. Meanwhile, marketing communication research discusses the strategy side and impact of marketing communication.

Social Media and Its Implications for Marketing Communications

2015 ◽  
pp. 252-270 ◽  
Author(s):  
Irina Yankova ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Customer Retention ◽  
Marketing Communications ◽  
Customer Engagement ◽  
Marketing Communication ◽  
Design And Implementation ◽  
Computer Mediated ◽  
Social Media Platforms ◽  
Way Of Thinking ◽  
The Uk

The field of marketing communications studies is often called on to close the gap between marketing and computer-mediated studies. This chapter engages with the concept of social media in the design and implementation of marketing communication programmes, particularly in the UK Fashion sector. The chapter goes on to conclude, rather sceptically, that understandings of the various nuances of social media platforms could engender effective customer retention programmes. It also offers a new way of thinking about customer engagement, incorporating social media platforms.

Marketing Communication for Nonprofit Organizations

2021 ◽  
pp. 157-188
Author(s):  
Stacy Landreth Grau
Keyword(s):  
Social Media ◽  
Nonprofit Organizations ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Paradigm Shifts ◽  
New Paradigm ◽  
Cause Related Marketing ◽  
Media Types ◽  
The Way

Chapter 7 discusses the changing nature of communication as it becomes more nonlinear and multivocal. Social media has changed the way that all organizations are able to engage with their various stakeholders, and nonprofits are no different. The chapter also discusses how this new paradigm shifts control away from the organization and its various “customers” and why this is important to nonprofits. This chapter examines ways that the organization communicates with stakeholders and introduces the concepts of paid, owned, and earned (POE) media and how organizations can leverage each of these media types for a comprehensive marketing communications strategy. Additionally, this chapter discusses partner-level communications programs, such as cause-related marketing and cause branding, and includes considerations from the nonprofit perspective. Last, given the ubiquity of social media, the chapter includes a discussion of celebrity associations and how nonprofits can capitalize on these relationships.

scholarly journals The role of digital channels in industrial marketing communications

2015 ◽  
Vol 30 (6) ◽  
pp. 703-710 ◽  
Author(s):  
Heikki Karjaluoto ◽  
Nora Mustonen ◽  
Pauliina Ulkuniemi
Keyword(s):  
Customer Relationship ◽  
Marketing Communications ◽  
Full Potential ◽  
Marketing Communication ◽  
Industrial Firms ◽  
Content Type ◽  
Industrial Marketing ◽  
Multiple Case ◽  
Digital Channels

Purpose – The purpose of this research is to investigate industrial marketing communications tools and the role of digital channels. The research draws from the literature on industrial marketing communications to examine its goals and intended utilization in industrial firms. Design/methodology/approach – An empirical multiple case study conducted among six industrial firms examines the current state of digital marketing communications (DMC). Findings – The study gleans three research insights. First, although DMC is one of the most important industrial marketing communication tools, firms have not yet used it to its full potential. Second, firms use DMC to enhance customer relationship communications, support sales and create awareness. Third, firms have not used social media tools as a part of DMC as widely as traditional digital tools. Research limitations/implications – Although the findings mirror those in DMC literature in general and industrial marketing communications in particular, they put more emphasis on the role of DMC in customer relationship communications and sales support. Practical implications – DMC provides an opportunity to deliver various marketing objectives, such as creating brand awareness, increasing and supporting sales and improving communication with existing customers. Different DMC tools are required for each of these objectives. Originality/value – This study is among the first ones examining the rapidly changing communications landscape and the spread of digital channels in industrial marketing communication.

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