14. Designing and Managing Integrated Marketing Communications
When addressing the concept of integraded marketing communications, one of the primary frameworks which need to be highlighted, is the existence of the marketing mix. According to Borden, professor at Harvard Business School, the concept of marketing mix addresses the efforts, the combining sequence of activities, the development as well as the implementation of any marketing actions into a framework, during which, businesses are enabled to attain a better grasp of their offering and evident, market force, within their respective competitive industry. (“Meaning of Marketing Mix and Components of Marketing Mix,” n.d.)
Similarly, based on William J. Stanton’s teachings, author of Fundamentals of Marketing, the marketing mix terminology depicts a matrix, whose combination and adaptation of four different dimensions contributes to the core concepts of the business’s product, price, promotion, and distribution systems
An evident example of its adaptation, is the most recent implementation of the KAMK.GG & Critical Force, Critical ops tournament in Russia. Ultimately, the product is the service provided by KAMK.GG to CF, Price is the budget recieved for the accomplishment of certain marketing endeavors, marketing was concieved and developed in a detailed manner that went over the wants and needs to the esports target segmentation of russia, and last but not least, distribution was observed on the platform of YouTube, as the livestreaming and coverage of the tournament was done online, rather than physically.
Before finalizing with this blog entry, it is important to also highlight the evident existence of a rather, step-oriented framework, going over the process required for the development of effective communications. Ultimately, while the procedure which is required for communication efficiency is rather self explanatory , it is perhaps best to apply it within the environment of the C-OPS tournament.
The target segmentation was defined by the genre of the game, as the audience which was aimed to be addressed, has had experience with the game, liked fps games, mobile games in addition to a profound liking for esports.
In regards to determining objectives, the primary objective was not monetary profits, as the value which was derived from the implementation of the event, was the reach and popularity attained throughout the promotional endeavours.
In regards to communication design, channel selection and budget, a total budget of 1.500 euros aimed to promote the sum of developed content throughout the selected platforms of YouTube and VK.
As for the media mix, the content which was designed and transmitted to the audience, radiated the very same values that were transmitted before in Finland and any other countries. The game itself resamples the well known game, CS:GO, a notion which did not require further adjustment of the game's promotional activities, as the game of counter strike global offensive, is rather popular and well communicated within the region of Russia.
Lastly, in regards to measuring results , analytics provided automatically on the utilized platforms, allowed the management team of KAMK.GG In addition to CF, to determine if their district targets and goals were accomplished.
References:
Meaning of Marketing Mix and Components of Marketing Mix. (n.d.). Retrieved November 27, 2021, from analysisproject.blogspot.com website: https://analysisproject.blogspot.com/2013/11/meaning-and-components-of-marketing-mix.html
Designing and Managing Integrated Marketing Communications presentation - Strategic Marketing Management course - KAMK. Retrieved from: DevMoodle - Strategic Marketing Management Course.
Similarly, based on William J. Stanton’s teachings, author of Fundamentals of Marketing, the marketing mix terminology depicts a matrix, whose combination and adaptation of four different dimensions contributes to the core concepts of the business’s product, price, promotion, and distribution systems
An evident example of its adaptation, is the most recent implementation of the KAMK.GG & Critical Force, Critical ops tournament in Russia. Ultimately, the product is the service provided by KAMK.GG to CF, Price is the budget recieved for the accomplishment of certain marketing endeavors, marketing was concieved and developed in a detailed manner that went over the wants and needs to the esports target segmentation of russia, and last but not least, distribution was observed on the platform of YouTube, as the livestreaming and coverage of the tournament was done online, rather than physically.
Before finalizing with this blog entry, it is important to also highlight the evident existence of a rather, step-oriented framework, going over the process required for the development of effective communications. Ultimately, while the procedure which is required for communication efficiency is rather self explanatory , it is perhaps best to apply it within the environment of the C-OPS tournament.
The target segmentation was defined by the genre of the game, as the audience which was aimed to be addressed, has had experience with the game, liked fps games, mobile games in addition to a profound liking for esports.
In regards to determining objectives, the primary objective was not monetary profits, as the value which was derived from the implementation of the event, was the reach and popularity attained throughout the promotional endeavours.
In regards to communication design, channel selection and budget, a total budget of 1.500 euros aimed to promote the sum of developed content throughout the selected platforms of YouTube and VK.
As for the media mix, the content which was designed and transmitted to the audience, radiated the very same values that were transmitted before in Finland and any other countries. The game itself resamples the well known game, CS:GO, a notion which did not require further adjustment of the game's promotional activities, as the game of counter strike global offensive, is rather popular and well communicated within the region of Russia.
Lastly, in regards to measuring results , analytics provided automatically on the utilized platforms, allowed the management team of KAMK.GG In addition to CF, to determine if their district targets and goals were accomplished.
References:
Meaning of Marketing Mix and Components of Marketing Mix. (n.d.). Retrieved November 27, 2021, from analysisproject.blogspot.com website: https://analysisproject.blogspot.com/2013/11/meaning-and-components-of-marketing-mix.html
Designing and Managing Integrated Marketing Communications presentation - Strategic Marketing Management course - KAMK. Retrieved from: DevMoodle - Strategic Marketing Management Course.
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