strategic marketing communication · 11/30/2019 · effective communication is the lifeblood of an...
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STRATEGIC MARKETING
COMMUNICATION
30 November 2019
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Key Themes – Strategic Marketing Communication
STRATEGIC MARKETING
Business Development and Marketing
Strategy
OrganisationPurpose and
Value
Competitive Advantage
Government and Business
(PPPs)
Economic Growth and Inclusivity
Entrepreneurship and SMMEs
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• Context: strategic marketing communication
• Investor and public relations and the impact of markets and macro-economic factors on
sectors and organisations
• Nature and channels of communication that are available to be used
Agenda
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• Perceptions of stakeholders, employees and customers, in receiving and sending
messages
• Emotional intelligence and sensitivities in dealing with communication effectively.
• Group and individual communication methods and processes
• Authenticity and credibility of communication sources
• Market intelligence, research and data analytics
Agenda
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VUCA World: Investor and Trade Challenges
Crises in 2019/20:
Natural Disasters:
• Severe drought in Africa and Southern Africa (El Niño); implications for agriculture and food prices; consumer price inflation
Rand Currency Fluctuations:
• Rand recently appreciating against US Dollar and foreign currencies, after depreciating by more than 20% (3 years)
Energy Prices:
• Oil has fluctuated from highs of $147 a barrel to below $33 a barrel, with its impact on economies globally (e.g. Nigeria and Opec countries such as UAE)
Global Migration:
• Particularly the wars in North Africa and instability in the Middle East, leading to millions of migrants moving to Europe and other safer countries
Leadership Issues:
• Elections and political crises; Government instability; lack of statesmanship/global leadership; US-China trade wars; Brexit
International Terrorism
• ISIS, Boko Haram and other groupings, regular reports of bombings and civilian deaths, driven by various ideologies
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Source: World Health Organisation
2050: World Population Growth
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Source: Goldman Sachs (2014)
2030: What the World Wants
(Changing Global Consumption Patterns)
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8
Leadership and Marketing Communication Strategy
Key Questions
Context (Why?)
Content (What?)
Process (How?) Why? What?
How?
Gap Analysis
Where are we now?
Where do we want to be?
How do we get there?
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A Steep Contribution Curve
Pursuing Excellence in Communication to Optimise Organisation Performance
Leadership
Renewal
Transformation
Common Purpose
Competencies
Differentiation
Values Driven
Driving
Performance
Relevance to
Stakeholders
Vision
Mission
Strategy
Making the Future a Reality
for all Stakeholders
Building a Culture to Underpin
and
Deliver Vision
Leadership and Management
Su
cc
es
sfu
l Ex
ec
utio
n
2017 2018 2019
Organisation
Value
Key Performance Areas and Objectives
Contribution of Effective Marketing to Organisation Performance
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Effective communication is the lifeblood of an organisation. It is the
medium through which an organisation’s vision and goals are
interpreted and understood by both its internal and external
stakeholders
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Source: Transport for London Business Plan
December 2016
BOGOTA, COLUMBIA
CASE STUDY
Inner City Renewal to Provide
Pedestrians with Equal Rights to
Access and Transport Pathways
Enrique Penelosa
International Benchmarking (Case – Public Transport)
ABU DHABI
TMM CASE STUDY
Inner City Renewal to Provide
Pedestrians with Equal Rights to
Access and Transport Pathways
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BOGOTA, COLUMBIA
CASE STUDY
Inner City Renewal to Provide Pedestrians with Equal Rights to Access and
Transport Pathways
Enrique Penelosa
https://www.youtube.com/watch?v=CZE3ClCA1m4
International Benchmarking (Case – Public Transport)
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WHO Principles of Strategic Communication
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Disaster Risk Management
- Crisis management
- No dress rehearsal
- Perceptions and reality
British Petroleum (BP) Mexican Gulf Crisis
- Global impact
- Society and the common good
- Authenticity
- Ethical
- Financial and reputation risk
(INSEAD Case Study)
Investor and Public Relations
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Strategy – plan to achieve objectives
- Vision, Mission and Culture underpin strategy
- Identifies clear and measurable communications objectives with evaluation
- Relevant audiences and available channels
- Plan of activities and a timetable
- Addresses communication risks and mitigation
- Confirms resources – financial and people
Marketing Communication Strategy - Approaches and Models
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Leadership Models and Styles
- Sender, message, channels, noise, receiver
(Shannon and Weaver)
- Social context and relationships influence the
message sent/received (Wilbur Schramm)
- Barriers to effective communication (Walter
Lippmann)
- ‘Hawthorne effect’ – experiment/change
employees through actions: ‘we care’
- Public opinion shaped by ‘belief, attitude,
values’ – can change and lead to social action
(Grunig)
- Diffusion theory (categories): Innovators, Early
adopters, Early majority, Majority, Non-
adopters (laggards) – influence of customs and
culture or people, organisations and society
- Diffusion theory (stages): Awareness, Interest,
Evaluation, Trial, Adoption
Communication Strategy - Approaches and Models
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Degree of Authority
Marketing Communication Dilemmas
Degree of Participation
XX
Reality
Perception
Individual
Communication
Group/Team
Communication
X
Short Term
Objective
Long Term Vision
X
Source: Trompenaars and Voerman, 2009
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Channel
Effectiveness
Communication Channels
Informal
Communcation
(Grapevine)
Organisation
Structure
X
Source: Allyn and Bacon, 2008
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Game Changers:
• Landscape (Broad Context
- Quantum computing
- Open Intellectual Property (IP - Open Source)
- User control and orientation
- MOOCs and education/knowledge access
- Disruptive technologies
• Technology (Platforms)
- Universal memory
- Multi-core availability 24/7 (always on)
- ‘Internet of things’
- Silicon photonics (big data transfer/networks)
- Cloud computing (data storage)
• Software Applications (How messages delivered)
- Appropriate access
- Natural user interfaces (connectivity)
- Artificial intelligence (users/technology)
Market Intelligence, Research, Data Analytics
Source: Government Communication Service, HM Government, July 2015
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Source: Government Communication Service, HM Government, July 2015
Market Intelligence, Research, Data Analytics
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21
Organisational Capital and Alignment (Example)
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Road Map (and Mirror) – Marketing Communicating for Impact
Sourc
e F
inance
Change M
gm
t
Reso
urc
es
Incenti
ves
Infr
ast
ructu
re
Leaders
hip
Com
mon G
ood
Str
ate
gic
Pla
n
Valu
e a
nd R
OI
Perf
orm
ance
Vision, Mission, Culture, Values, Ethics
Core Business Capability
Strategic
Priorities
Focus
People
Capability
Sta
kehold
ers
Tim
eline
Communication
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STRATEGIC MARKETING
COMMUNICATION
30 November 2019