Integrated Marketing Communications (ICM) systems are typically designed for external audiences. As an effective leader, why would it be important for you to establish an IMC internally within your organization?
Effective and concise internal communication in very important for the leader to understand and for the long-term, consistent success of the company. John Hamm states that there are 5 messages or forms of internal communication a leader must manage and probably master (Hamm, May 2006 - Harvard Business Review, p114-123). An ICM allows the leader to utilize the media outlets to ensure the proper and compelling message gets out to the workforce. Hamm states that the messages important to effectively relay is Organizational Structure and Hierarchy, Finanical results, the leader's role and their sense of their job, Time Management, and Corporate Culture. These messages and effective use of ICM is esstential the more global and decentralized the company departments.
ICM would also acknowledge that different "people" require different means to get the message across. Also engaging the workforce with these compelling messages empower and align the employees toward clear and concise strategic objectives.
Tuesday, January 16, 2007
Reflections on Module 4 Concepts, 4-4b
How is technology impacting marketing channel operations? How does a leader keep well-informed of what is happening in the marketing channels that may have a direct impact on the business activities?
Marketing channels have changes over the last few decades. For example, Amazon has really changes the available marketing channels and streamlined some of the steps. A leader must be well read and well informed of the transformations of the environments in which they "play in" to risk being left behind. Middle men or intermediate functional companies are probably the biggest at risk. The proactive approach would be for the leader to recognize the trend of emerging technologies impacting their businesses and embracing the technology head on. This allows the leader and the company to control the impact of the technology (the timing, etc.) as well as the industry. This approach would allow the leader to develop this into a core competence, instead of running scared and ignoring the inevitable. Leaders not embracing emerging technology will end up spending monies to fight something that eventually consume them. This is true of marketing channels.
Market channels are becoming more technical and virtual. Advances in communication and relationship will again become important. "What goes around comes around". What built marketing channels of the agricultrual age, relationships and communication, will again become important and a necessity in the judgment age. Advanced technologies will require leaders to form alliances, outsources, etc - requiring superior communication channels.
Marketing channels have changes over the last few decades. For example, Amazon has really changes the available marketing channels and streamlined some of the steps. A leader must be well read and well informed of the transformations of the environments in which they "play in" to risk being left behind. Middle men or intermediate functional companies are probably the biggest at risk. The proactive approach would be for the leader to recognize the trend of emerging technologies impacting their businesses and embracing the technology head on. This allows the leader and the company to control the impact of the technology (the timing, etc.) as well as the industry. This approach would allow the leader to develop this into a core competence, instead of running scared and ignoring the inevitable. Leaders not embracing emerging technology will end up spending monies to fight something that eventually consume them. This is true of marketing channels.
Market channels are becoming more technical and virtual. Advances in communication and relationship will again become important. "What goes around comes around". What built marketing channels of the agricultrual age, relationships and communication, will again become important and a necessity in the judgment age. Advanced technologies will require leaders to form alliances, outsources, etc - requiring superior communication channels.
Reflections on Module 4 Concpets, 4-4a
How would you go about communicating your desire for a strategic alliance to another organization? What would you have to do to persuade them to strategically align with your organization?
Obviously you must first do your homework. After doing a four lenses perceptive on the pros and cons and then a cost/benefit analysis, you probably have some information to move forward. Next you would want to research their reputation in the market and how well they align with your company's strategic goals. This will allows you to make an introduction and the ability to submit your researched background analysis.
Persuading them would be through forming a team or committee between the companies. This way both sides can review, research, analyze, and make final recommendations. This exercise will not only build strong and respectful relationships, but ensure each partner shares each the same values/beliefs. Finally, the committee should be able to construct an outline of the strategic objectives/goals for the future alliance. Setting or recommending these objectives/goals allow each company to ensure that they align to their individual company's vision, mission, and goals.
Persuasion will probably go better if approached through an analytical structure and process. The more structure and process that exist up front the more accurate the expectations of each partner will be. This will facilitate trust and friendship in the alliance, leading to a successful, long-term partnership.
Obviously you must first do your homework. After doing a four lenses perceptive on the pros and cons and then a cost/benefit analysis, you probably have some information to move forward. Next you would want to research their reputation in the market and how well they align with your company's strategic goals. This will allows you to make an introduction and the ability to submit your researched background analysis.
Persuading them would be through forming a team or committee between the companies. This way both sides can review, research, analyze, and make final recommendations. This exercise will not only build strong and respectful relationships, but ensure each partner shares each the same values/beliefs. Finally, the committee should be able to construct an outline of the strategic objectives/goals for the future alliance. Setting or recommending these objectives/goals allow each company to ensure that they align to their individual company's vision, mission, and goals.
Persuasion will probably go better if approached through an analytical structure and process. The more structure and process that exist up front the more accurate the expectations of each partner will be. This will facilitate trust and friendship in the alliance, leading to a successful, long-term partnership.
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