|
Newsletters: NextGen MarCom
Feb 18, 2009: NextGen MarCom Newsletter: Volume 1 No. 2 0 Comments
 |
The MarCom Spectrum: A Cornerstone of NextGen MarCom
Total worldwide spending on Marketing Communications ("MarCom") is over $900 billion and is the primary means of creating demand and stimulating sales of goods and services. And yet, there is no definitive taxonomy that classifies the professional disciplines and the multiplicity of sub-practices and specific services that encompass the industry. The Spectrum, developed by ThunderHouse, is a means to classify MarCom disciplines and sub-practices and a software tool that provides a dynamic, three-dimensional visualization of the industry.
The Spectrum classifies and color codes six basic disciplines: Brand Equity, Public Relations, Advertising, On-Line, Direct and Experiential Marketing. The more metaphysical Brand Equity activities that take place at the outset of the marketing process are assigned the purple color range of The Spectrum. The most tangible Experiential Marketing activities closest to the sales transaction are assigned the red area of The Spectrum as shown below. For more details on The Spectrum visualization of sub-practices, click on the "NextGen MarCom" icon on the left side of the ThunderHouse home page www.thunderhouse.org.
MarCom Disciplines Vary by Industry & Product Category
The relative importance of MarCom disciplines varies greatly by product industries, product categories and even by individual brands. The Spectrum facilitates the prioritization of activities and the allocation of expenditures in MarCom planning, resourcing and implementation. For example, the visual below shows a heavy emphasis on Direct Marketing and Public Relations for Medical Devices in the Healthcare industry, as indicated by the width of The Spectrum assigned to those disciplines.
Sub Practices within the Basic MarCom Disciplines
Within each of the basic MarCom Disciplines, The Spectrum enables a visualization of the subpractices of each of the disciplines. In the example below, we see the breakout of sub-practices of the Brand Equity discipline: Visioning, Positioning, Branding, Goal Setting, Strategy Development, Visualization and Allocation of Communications.
Target Audiences add a 3rd Dimension to the Spectrum
Product audiences add complexity to MarCom planning, budgeting and resourcing; the Spectrum has a 3rd dimension that addresses this. The nature of the audiences and the specific MarCom activities utilized to reach specific targets also vary by industry categories. MarCom activities for consumer product audiences are very different from those for industrial products. For example, healthcare Professionals are a far more important target audience for Medical Devices than Consumers (as visualized below). Other audiences for Devices include Government Regulators, Workforce, Vendors, Channels and Investors. Often audiences can be further segmented based on demographics, psychographics, use occasions, purchase volumes, shopping patterns and other product-specific divisions.
"It Looks 'Cool' but What Can You Do with It?"
ThunderHouse has filed a provisional patent on the MarCom spectrum concept, software tool and visualization. We are often asked: "It looks "cool," but what can you do with it?" The Spectrum has a multiplicity of MarCom business applications. The following ones are noted in the provisional patent: MarCom Planning, Resourcing, Information & Case History Archiving, Financial Reporting, Visualizing/Presenting Concepts & Programs, Developing Merger & Acquisition Strategies, Identifying & Resolving Client Conflicts. The Spectrum will be a proprietary cornerstone of the NextGen MarCom service offering.
|
|
Comments
Comments currently closed.
Newsletter Archives
Thunderhouse Update
Jan 05, 2009: ThunderHouse Newsletter - Volume 1 No. 1. 3 Comments
NextGen MarCom
Feb 18, 2009: NextGen MarCom Newsletter: Volume 1 No. 2 . 0 Comments
Jan 21, 2009: NextGen MarCom Newsletter. 0 Comments
Newsletter Sign Up
|
