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Marketing communication mix

Marketing communication mixThe service elements of marketing communication mix are as important in the virtual world as in the physical world. The importance of online service for some organisations are indicated by bank Nationwide which Bicknell (2002) reported has received 900,000 registrants with 2.4 million visits to the site in August 2001.

Of the 1.2 million who entered the online bank, 900,000 made transactions resulting in 60,000 online contacts which require customer service. These figures highlight the number of transactions that will have reduced customer contacts in real-world branches and by phone, but this still leaves 60,000 online contacts. The Nationwide believed that customers should expect service to be fast and accurate.

Mark Cromack, operations manager: There was a huge demand for information and an explosion in the level of information that people wanted.

The People element of marketing communication mix refers to how an organisations staff interact with customers and other stakeholders during sales and pre and post sales. Smith and Chaffey (2001) suggest that online, part of the consideration for the people element of the mix is the consideration of the tactics by which people can be replaced or automated.
Some of the options:
  1. Autoresponders

    - These automatically generate a response when a company e-mails an organisation, or submits an online form.
  2. E-mail notification

    - Automatically generated by a companies systems to update customers on the status of their order, for example, order received, item now in stock, order dispatched.
  3. Call-back facility

    - Customers fill in their phone number on a form and specify a convenient time to be contacted. Dialling from a representative in the call centre occurs automatically at the appointed time and the company pays which is popular.
  4. Frequently Asked Questions (FAQ)

    - For these, the art is in compiling and categorising the questions so customers can easily find (a) the question and (b) a helpful answer.
  5. On site search engines

    - These help customers find what theyre looking for quickly are popular when available. Site maps are a related feature.
Organisations can test actions and answers needed at each stage for different types of scenario e.g. enquiry from a new or existing customer, enquiry about the web site or e-mails from different stages in the buying process such as pre-sales, sales or post-sales. To reduce the volume of calls at the Nationwide, Frequently Answered Questions (FAQ) were not sufficient. It uses Firepond Concierge on the home page to provide a facility with natural language searching to help customers find the answers to their queries more rapidly. It uses Firepond Answer as an automated message routing tool that provides automated answers to simple questions which can be reviewed by contact centre staff before dispatch and yet is able to spot the phrasing of more complex queries for completion by call centre operators. Using these solutions, the quality of answers improved to give a first time resolution rate of 94%. With the reduced staff time involved, the cost per contact has been reduced from 4 to 2.

  1. Process element: The Process element of marketing communication mix refers to the methods and procedures companies use to achieve all marketing functions such as new product development, promotion, sales and customer service. The restructuring of the organisation and channel structures described for the product, price, place and promotion all require new processes.
  2. Physical evidence element: The Physical evidence element of marketing communication mix refers to the tangible expression of a product and how it is purchased and used. In an online context, physical evidence refers to customers experience of the company through the web site and associated support. It includes issues such as site ease of use or navigation, availability and performance. Keynote Europe Ltd independently assesses site performance so that companies can be warned when their service levels drops. These data shows a wide variation between the performance of the best companies and the worst.

Marketing decision models


Business strategies definition

  1. Market and product development
    1. Beta testing
    2. Market research testing
    3. Commercialization of a product
      This is often considered post-NPD (New Product Development).
  2. Business and revenue model
  3. Positioning and differentiation
  4. Multi channel distribution
    'With each new sales channel, a company expands its sales and market coverage'.
  5. Multi channel communication
    The goal of writing multi channel communication plan is to get an audience to invest their time, money or efforts in a product or service.
  6. Marketing communication mix
    The importance of online service for some organisations are indicated by bank Nationwide.
  7. Organisational capabilities
  1. Idea generation
    1. Opportunity analysis
      The strategy of assessing the potential for a change or enhancement to enhance the generation of revenue.
  2. Idea screening
  3. Business analysis
    1. Break even analysis
    2. Benefits of break even analysis
    3. Fourt Woodlock equation
      The tool used to determine whether the product idea will be profitable or not.
  4. Critical path analysis
  5. How to make critical path analysis?
  6. Critical path in business
  7. Logistics strategic plan
    Logistics is how to get raw materials, move them in the system, distribute and replace them.
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