Strategies for Corporate Communications. Roderick E Wilkes, DipM, Hon FCIM, FIOD, FCMI, FRSA, FCAM, Chartered Marketer Chief Executive. To communicate or not to communicate. Understanding markets. Identifying where you can add value. Communicating with those within the organisation.
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Roderick E Wilkes, DipM, Hon FCIM, FIOD, FCMI, FRSA, FCAM, Chartered Marketer
Economies of Scale
Why is Marketing Communications Viewed as a Tactical Rather than a Strategic Function?
The different ways of reaching the consumer exist in isolation
Organisation-centred or Customer-centred?
The channel is unimportant.
Relevance, timeliness, convenience and consistency
Marketing departments have got used to the idea of the tactical integration of communications messages across different media. Increasingly in the future they will have to embrace the idea of strategic vertical integration – speaking with one voice from the CEO's office right down to the point of sale – even though such a realignment may eclipse their former pre-eminent role.’
Marketing communications is traditionally seen as a subset of marketing strategy.
Marketing is becoming a way of delivering a communications strategy, rather than the other way round.
In this ‘new’ model, communications starts with the company, and marketing becomes part of the ‘delivery mechanism’ for the communications strategy.
Communications will stand above other elements of the marketing mix
Tactical versus Strategic Communications
Strategic communications emanate from the highest levels of the corporation to inform all its activities.
Customers view of marketers brand
In store displays
Rod Wilkes, Chief Executive