Marketing Industriale e Direzione d Impresa Lezione 31 Integrated marketing communication Ing. Marco Greco m.greco@unicas.it Tel.0776.299.3641
B2C: Scelta del prezzo Nel fissare il prezzo, l impresa deve tener conto del fatto che i consumatori possono effettuare facilmente confronti con altre imprese Tecniche di fissazione del prezzo: prezzo nullo prezzo fisso promozioni rivolte a specifici acquirenti aste online negoziazione co-acquisto (gruppi d acquisto) fissazione del prezzo da parte dell acquirente Modello freemium 2
Il modello freemium Software base gratuito Feature limited (e.g. a "lite" version of software, such as Skype) Capacity limited (e.g. SQL Server Express, ristretto a database di 10GB o meno) Seat limited (e.g. usabile da una sola postazione) Customer class limited (e.g. solo per uso didattico) Effort limited (e.g. tutto gratis, ma per attivare le funzionalità bisogna faticare di più, mentre la versione premium avrebbe accesso semplice a ogni funzionalità) Support limited (e.g. assistenza limitata o assente) Time or bandwidth limited (e.g. servizio completo per tempo limitato) Pubblicità (e.g. banner, pop-up, o barre di ricerca) Software premium a pagamento 3
B2C: Spesa media per settore Fonte: Osservatorio B2C Politecnico di Milano 2010 4
B2C: Modalità di pagamento Fonte: Osservatorio B2C Politecnico di Milano 2010 5
B2C: Scelta della distribuzione Pure click Offerta del prodotto esclusivamente attraverso il canale online Brick-and-click Offerta del prodotto sia attraverso il canale online sia attraverso i canali tradizionali. Possibili diverse opzioni: prodotti o condizioni differenti sui diversi canali stessi prodotti e condizioni, ma con margini minori per gli intermediari ricezione degli ordini online, consegna merce nei punti vendita Brick-and-mortar Presentazione del prodotto sul canale online, vendita solo attraverso i canali tradizionali 6
Comunicazione online La comunicazione online ha lo scopo di trasmettere i messaggi dell impresa, rendendoli visibili ai clienti obiettivo, e di migliorare il CRM e l immagine dell impresa Sfrutta le caratteristiche di Internet come: Comunicazioni many-to-many Tempistica di interazione ridotta Possibilità di personalizzazione delle interazioni Possibilità di standardizzazione delle interazioni Veicolazione di contenuti multimediali Tracciabilità delle azioni 7
Strumenti di comunicazione online Sito web Posizionamento nei motori di ricerca Banner, Interstitial e Pop up Presenza su portali E-mail marketing Community, veicolate anche attraverso siti di social networking, virtual word e social gaming Multicanalità, ossia integrazione con i media tradizionali 10
Sito web: Progettazione Scelta del nome del dominio Scelta dei servizi di hosting Definizione degli obiettivi del sito Raccolta, classificazione e organizzazione delle informazioni Realizzazione del progetto grafico Selezione delle tecnologie per la realizzazione del sito Realizzazione del sito e pubblicazione Verifica delle performance del sito Aggiornamento del sito Manutenzione del sito 11
Sito web: Fattori critici del design Contesto (aspetto grafico e strutturale generale) Contenuto (elementi multimediali interni) Comunità (funzionalità di supporto alla comunità) Customizzazione (capacità di adattarsi alle caratteristiche dei singoli utenti) Comunicazione (funzionalità che permettono l interazione tra l impresa e i clienti) Connessione (capacità di legarsi ad altri siti) Commercio (capacità di attivare transazioni) 12
Prestazioni di un sito Facilità d uso 1. Sito visualizzabile in tempi brevi 2. Pagina iniziale di facile comprensione 3. Accesso alle altre pagine in modo agevole, veloce e intuitivo Qualità estetica 1. Pagine dall aspetto pulito e non troppo dense di contenuti 2. Caratteri e dimensioni del testo che ne facilitino la lettura 3. Uso coerente di grafica colori e suoni 13
I contenuti I consumatori ritornano su siti con contenuti nuovi I più attraenti sono: Informazioni approfondite con link e siti correlati Informazioni aggiornate su argomenti di interesse Offerte gratuite sempre nuove Concorsi e premi Elementi umoristici Giochi http://www.mtv.it/ 14
Sito web: Tracking Utilizzo dei log per conoscere: data e ora delle richieste del singolo utente URL di provenienza dell utente Tipo e versione del browser utilizzato dall utente Indirizzo IP dell utente Numero di byte trasferiti e ricevuti Codice di risposta del server Tempo impiegato dal server per rispondere alla richiesta Permette di ottenere: - una maggiore informazione sull utilizzo del sito da parte dei utenti - una classificazione più dettagliata degli utenti, anche grazie ai cookies - un monitoraggio puntuale della funzionalità del sito 15
Posizionamento nei motori di ricerca Anzitutto, registrazione del sito nei motori di ricerca Miglioramento della posizione del sito nella lista dei risultati generati da un motore di ricerca (ranking) attraverso indicizzazioni a pagamento (pay-per-click) attraverso operazioni iterative volte a comprendere le logiche del processo di indicizzazione (serch engine optimization): scelta opportuna del titolo, delle parole chiave e dei meta-tag del sito, livello adeguato di usabilità, scambio di link 16
Posizionamento nei motori di ricerca Il processo di indicizzazione varia a seconda dell algoritmo alla base del motore di ricerca, che può utilizzare spider, opinioni degli utenti o altro Inoltre, ogni motore di ricerca varia l algoritmo nel tempo L utilizzo di tecnologie semantiche migliorerà notevolmente le prestazioni dei motori di ricerca Possibilità di rivolgersi ad aziende specializzate 17
Posizionamento nei motori di ricerca Perché sono importanti i motori di ricerca? 80% del traffico in Internet è generato da ricerche sui motori 90% degli utenti consulta al massimo i primi 30 risultati di una ricerca Fonte: StatCounter GlobalStat 18
Banner, interstitial e pop up Banner: spazi di advertising rettangolari, contenenti testo, immagini o video, che, con il click, reindirizzano al sito Interstitial: spazi di advertising che compaiono automaticamente sulla stessa finestra del browser, per un tempo limitato, quando si cerca di accedere ad un sito Pop up: spazi di advertising che compaiono automaticamente su una nuova finestra del browser quando si cerca di accedere ad un sito Il costo di queste forme di advertising cambia a seconda delle caratteristiche peculiari dell oggetto e della popolarità del sito che li ospita 19
Presenza su portali Sito web generalista, contenente diverse funzionalità, come motore di ricerca, mailbox, notizie, meteo, oroscopo, etc. Possono essere: orizzontali: rivolti ad un pubblico generale verticali: rivolti a tematiche specifiche Punto di accesso a Internet di molti navigatori 20
E-mail marketing Utilizzo di comunicazioni via e-mail per contattare: clienti già acquisiti o contattati attraverso azioni di permission marketing. Fanno parte della mailing list dell impresa clienti potenziali, i cui dati sono acquisibili da società specializzate Costo ridotto e possibilità di segmentazione della clientela Modalità: invio di messaggio pubblicitario diretto, sintetico e con link a sito invio di messaggio elaborato, su tematiche di interesse dell utente, con link pubblicitari allegati (newsletter) Efficacia ridotta da spamming e da filtri antispamming 21
E-mail marketing Fonte: European E-mail Marketing Consumer Report 2010 22
6.1 What media should be used? Target-audience media habits: use the media preferred by the target audience Product: use the media that emphasizes the product characteristics the most (e.g. Women s dresses in colour magazines) Message: A message announcing a major sale tomorrow will require radio, TV, or newspaper. A message containing a great deal of technical data might require specialized magazines or mailings. Cost: Television is very expensive, whereas newspaper advertising is relatively inexpensive. What counts is the cost-per-thousand exposures. 23
6.1 What media should be used? Circulation: # of physical units carrying the advertising (e.g. billboards in a metro station) Audience: # of people exposed to the vehicle. Audience may be larger than Circulation. (e.g. people coming in the metro station) Effective audience: # of people with target audience characteristics exposed to the vehicle. (e.g. theatre lovers coming in the metro station) Effective ad-exposed audience: # of people with target audience characteristics who actually saw the ad. (e.g. theatre lovers actually seeing the billboards) 24
6.1 What media should be used? Coverage (C): # of people who actually saw the ad Frequency (F): average # of times in which the ad has been saw by a person Trade-off between brand memorization and irritation of the customer Impact (I) : parameter describing the quality of an exposition (e.g. a sewing class ad on a finance magazine will have poor quality) Audience quality, Audience attention probability, editorial quality Exposure: C*F Weighted exposure: C*F*I this concretely impacts on brand awareness 25
Trade-off between brand memorization and irritation of the customer 26
6.1 Advertising timing Carryover: rate at which the effect of an advertising expenditure wears out with the passage of time. Habitual behaviour: how much brand holdover occurs independent of the level of advertising Buyer turnover: rate at which new buyers enter the market Purchase frequency: # of times during the period that the average buyer buys the product Forgetting rate: rate at which the buyer forgets the brand 27
6.1 Advertising timing Continuity: scheduling exposures evenly throughout a given period Concentration: spending all the ad dollars in a single period Flighting: ad for some period, followed by no advertising, followed by a second period of ad activity Pulsing: continuous ad at lowweight levels reinforced periodically by waves of heavier activity 28
6.1 How should the results be evaluated? Communication effect Pre testing Direct rating method: consumers rate alternative ads Portfolio tests: consumers view a portfolio of advertisements, then are asked to recall all the ads and their content, aided or unaided by the interviewer Laboratory tests use equipment to measure physiological reactions Post testing Overall communication impact of the campaign (e.g. brand awareness) Sales effect Improvement in sales depending on advertisements 29
6.2 Sales promotion Communication: they gain attention and usually provide information that may lead the consumer to the product Incentive: they incorporate some concession or inducement that gives value to the consumer Invitation: they include a distinct invitation to engage in the transaction now Can be used for short-run effects such as dramatizing product offers and boosting sales Can be used to attract new triers, to reward loyal customers, and to increase the repurchase rates of occasional users 30
Yves Rocher mail promotions 31
Frequent promotions 32
6.2 Price promotion May devalue the product offering in the buyers minds they can buy it mainly when it goes on sale Promote greater consumer awareness of prices Useful for small brands seeking to enlarge their share, less effective for a category leader whose growth lies in expanding the entire category Enable manufacturers to adjust to short-term variations in supply and demand Enable manufacturers to measure customers price-sensitivity 33
Promotions to exploit switch-off costs 34
6.2 Sales promotion Consumer promotion samples, coupons, cash refund offers, prices off, premiums, prizes, patronage rewards, free trials, warranties, tie-in promotions, crosspromotions, point-ofpurchase displays, demonstrations Trade promotion prices off, advertising and display allowances, free goods Business promotion / sales force promotion trade shows and conventions, contests for sales reps, specialty advertising 35
6.2 Consumer promotions Samples: Offer of a free amount of a product Coupons: Certificates entitling the bearer to a stated saving on the purchase of a specific product 36
6.2 Consumer promotions Cash Refund Offers (rebates): Provide a price reduction after purchase rather than at the retail shop Price Packs (cents-off deals): Offers to consumers of savings off the regular price of a product, flagged on the label or package. 37
6.2 Consumer promotions Premiums (gifts): Merchandise offered at a relatively low cost or free as an incentive to purchase a particular product. Prizes (contests, sweepstakes, games): Prizes are offers of the chance to win cash, trips, or merchandise as a result of purchasing something. 38
6.2 Consumer promotions Patronage Awards: Values in cash or in other forms that are proportional to patronage of a certain vendor or group of vendors. Example: Most airlines offer frequent flier plans. Marriott hotels has adopted an honoured guest plan that awards points for users of its hotels. Free Trials: Inviting prospective purchasers to try the product without cost 39
6.2 Consumer promotions Product Warranties: promises by sellers that the product will perform as specified or that the seller will fix it or refund the customer s money during a specified period. Tie-in Promotions: two or more brands or companies team up on coupons, refunds, and contests to increase pulling power. 40
6.2 Consumer promotions Cross-Promotions: Using one brand to advertise another noncompeting brand. Point-of-Purchase (POP) Displays and Demonstrations: POP displays and demonstrations take place at the point of purchase or sale 41
6.2 Trade promotions Price-Off (off-invoice or off-list): A straight discount off the list price on each case purchased during a stated time period. encourages dealers to buy a quantity or carry a new item that they might not ordinarily buy The dealers can use the buying allowance for immediate profit, advertising, or price reductions. Allowance: An amount offered in return for the retailer s agreeing to feature the manufacturer s products in some way. compensates retailers for advertising the manufacturer s product (e.g. for carrying a special product display) Free Goods: Offers of extra cases of merchandise to intermediaries who buy a certain quantity or who feature a certain flavor or size. Manufacturers might offer push money or free specialty advertising items to retailers that carry the company s name. 42
6.2 Business promotion / sales force promotion Trade Shows and Conventions: Industry associations organize annual trade shows and conventions. Firms selling products and services to the particular industry buy space and set up booths and displays to demonstrate their products. Sales Contests: aim at inducing the sales force or dealers to increase their sales results over a stated period, with prizes going to those who succeed. Specialty Advertising: useful, low-cost items bearing the company s name and address, and sometimes an advertising message that salespeople give to prospects and customers. 43
6.2 Planning the promotion 1. determine the size of the incentive 2. establish conditions for participation 3. decide on the duration of promotion 4. choose a distribution vehicle (e.g. distributed in the package, in stores, by mail, in advertising) 5. establish the timing of promotion 6. determine the total sales-promotion budget, including the administrative cost (printing, mailing, and promoting the deal) and the incentive cost (cost of premium or cents-off, including redemption costs) 44
6.3 Public relations and publicity High credibility: news stories and features are more authentic and credible than ads Ability to catch buyers off guard: reach prospects who prefer to avoid salespeople and advertisements Dramatization: high potential for dramatizing a company or product 45
6.3 Public relations and publicity Press relations: Presenting news and information about the organization in the most positive light. Product publicity: Sponsoring efforts to publicize specific products. Corporate communication: Promoting understanding of the organization through internal and external communications. Lobbying: Dealing with legislators and government officials to promote or defeat legislation and regulation. Counseling: Advising management about public issues and company positions and image. 46
Barilla s press releases on diversity and On September 25 th, 2013 Guido Barilla, Barilla s President, affirmed during an interview that he would never do a commercial with an homosexual family On Sep 26 th he released a press document apologizing On Sep 27 th the company released a press document with its point of view On Nov 4 th the company announced initiatives in terms of diversity and inclusion inclusion 47 http://www.barillagroup.it/corporate/it/home/media/company-news/
6.3 Public relations and publicity Assisting in the launch of new products Assisting in repositioning a mature product Building interest in a product category Influencing specific target groups Defending products that have encountered public problems Building the corporate image in a way that reflects favorably on its products 48
6.4 Personal selling Personal confrontation: it involves an immediate and interactive relationship between two or more persons Cultivation: it permits all kinds of relationships to spring up, ranging from a matter-of-fact selling relationship to a deep personal friendship Response: it makes the buyer feel under some obligation for having listened to the sales talk 49
6.5 Direct marketing Direct mail, telemarketing, Internet marketing Nonpublic: the message is normally addressed to a specific person Customized: the message can be prepared to appeal to the addressed individual Up-to-date: a message can be prepared very quickly Interactive: the message can be changed depending on the person s response 50
6.5 Direct marketing Market demassification has resulted in an ever-increasing number of market niches with distinct preferences. Higher costs of driving, traffic and parking headaches, lack of time, a shortage of retail sales help, and queues at checkout counters all encourage at-home shopping Convenient next-day delivery Growth of electronic communication Growth of electronic commerce 51
6.5 Direct marketing Direct mail (offer, announcement, reminder ) Catalog mail (product catalog, or invite to consult web-catalogue) Telemarketing (telephone to attract new customers, contact existing customers to ascertain satisfaction levels, or take orders) Direct-Response Television Marketing (infomercials, home shopping channels) Kiosk marketing 52
6.5 Direct marketing Telemarketing Outbound (calling) vs Inbound (answering) May be used to enhance promotions May be used to improve customer relationships and integrate the marketing database May be used as post-sell support and assistance May be used to look for live sales opportunities based on business pain being experienced by the target market (Teleprospetcting) http://www.bizjournals.com/boston/blog/mass-hightech/2012/05/teleprospecting-versus-telemarketing.html?page=all 53
6.6 Events and experiences Relevance: customers are very engaged in the event. Indeed, they are sincerely interested in the event, they want to pay attention Captivation: tangible events are more engaging than advertising Implicit communication: events are an indirect and subtle way to promote a product The event should improve brand awareness (best if one sponsor) The event should be aligned with the brand identity The event may be used to reward customers or human resources The event may be focused on social or charity topics 54
Red Bull s Homemade Flying Machines Air show 55
Sony Playstation 4 world launch in Castel Sant Angelo (28/11/2013) 56
6.6 Events and experiences Matching between target customers and event characteristics Matching between brand identity and event characteristics Unicity of the event Opportunities of integrated marketing Not many other sponsors 57
6.6 Events and experiences Guerrilla marketing unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget unexpected and unconventional, potentially interactive consumers are targeted in unexpected places 58
Vallès Symphony Orchestra, the Lieder, Amics de l'òpera and Coral Belles Arts choirs Banco Sabadell flashmob 59
DHL Trojan mailing 60
7. Measuring results Evaluate costs and returns of the communication in terms of: Increase in sales behavioural measures of audience response How many people tried the product Bought the product Liked the product Talked to others about it 61
8 Managing the Integrated Marketing Communications Process Comprehensive plan that evaluates the strategic roles of a variety of communications disciplines 62
One last insight from No! 15 years of General Augusto Pinochet military dictatorship considerable international pressure In 1988 the public of Chile is asked by the government to vote in a national plebiscite on whether Pinochet should stay in power for another 8 years or whether there should be an open democratic presidential election the next year 27 nights of television advertisements, in which each side had 15 minutes per night to present its point of view What would you have done? 63
http://www.youtube.com/watch?v=lcq932zva6u One last insight from No! 64
References Anderson, D.R., Sweeney, D.J., & Williams T.A. (2008). Statistics for Business and Economics, Tenth Edition. Thomson Southwestern Ariely, D. (2008). Predictably irrational (p. 20). New York: HarperCollins. Griffin, R. W. (2013). Fundamentals of management. Cengage Learning. Kotler, P. (2000). Marketing management millennium edition. Prentice Hall. Kotler, P., & Keller, K. L. (2013). Marketing management. Prentice Hall. 65
Buone feste! L'Illuminismo è l'uscita dell'uomo dallo stato di minorità che egli deve imputare a se stesso. Minorità è l'incapacità di valersi del proprio intelletto senza la guida di un altro. Imputabile a se stessi è questa minorità, se la causa di essa non dipende da difetto di intelligenza, ma dalla mancanza di decisione e del coraggio di far uso del proprio intelletto senza essere guidati da un altro. Sapere aude! Abbi il coraggio di servirti della tua propria intelligenza! " (I. Kant, 1784) 66