1、 长江EMBA12市场营销（二） 案例5：整合营销沟通是否已不再适用？ Is it time to blow away IMC? H 9J“sE aE*The case for ICBM. H v 1u)_by Bob Lauterborn Ra(M=IMC was a label Don Schultz, Stan Tannenbaum and I stuck on a process a dozen years ago in a book titled “Integrated Marketing Communications: Pulling It Together and Making
2、It Work” (NTC, 1992). What we thought we were describing was a strategic problem-solving approach, a new way of thinking and working, a banner under which multiple functions could march together in lockstep to accomplish a business objective, accountably. Instead, what IMC has come to mean to too ma
3、ny people is little more than two-from-Column A, one-from-Column B media selection. IMC is too often perceived even by the authors of some subsequent textbooks as simply making sure that PR efforts are in synch with advertising placements. H! 78 : : + H 9J“sE4 *:IMCH 9J“sE0#/,X1RAxE,X/+9?z?KNl,X“/,X
4、40M6EE/6 6 #A7 0*E ,XD5?H 9J“sE !ANMBNM,XfE&H 9J“sE ,0*7 9o-/:,X05.BGo#|S i7,XWeve battled to get out of this box for too long. Maybe its time to blow it all away and rebuild. 7-1长江EMBA12市场营销（二） 案例5：整合营销沟通是否已不再适用？ KS9, o7EL$ 3A) |5E G,XZLets start with a new name: ICBM. Integrated Customer Behavior
5、Management. Because thats what we were always talking about, even though we apparently did a lousy job of communicating it, especially for alleged communicators. /ICBM GH v 1u) E4 AA,X1u “sEM6.kJQJA,X“sE ,5?Heres the thinking that fuels the ICBM concept: M6oGICBMV,X51) Profitability is a function of
6、 customer behavior. ,)v ,XNM6 62) Any program launched without specific, measurable behavioral objectives is doomed to veer off course. KK #G,X ,X CK,X)NM,F“n?UB3) Marketing and marketing communication are investment functions, and the return on investment is a computation based on the incremental r
7、evenue which results from altered customer behavior. 9J9J“sEFiC6 6,XFiC y)Au1k bv 9,X 9rtHeres how to get the ICBM process off the pad: M6H v 1u),XK0#/1) Exactly what core business objective does the company want to achieve (or exactly what problem does it need to overcome) and what is the value to
8、the company of achieving this objective or overcoming this problem? 7-2长江EMBA12市场营销（二） 案例5：整合营销沟通是否已不再适用？ E oK ,L?U? oKKNlE!8NM,?!8KNl 69k o2) Exactly whose behavior needs to be changed in order for us to produce these results? r)Eo4pL?U o,X 3) Exactly what do we want these people to do, and why sho
9、uld they? AEoK. o_?U.4) How do we engage them in a dialogue over time to make that happen? V)T KSAr),X,5) How will we measure all of the above and how will we demonstrate a return on the investment? V)#GE#/V)/ !8iC,X ySome readers may squint at the fourth point and say, “Aha, heres where hes talking
10、 about IMC,” but of course thats the problem. IMC has been pigeonholed as an end-of-the-food-chain function that only kicks in at the tactical level and then only deals with communication issues. oA51 &t,A“ EA,XH 9J“sE” EKNlH 9J“sE&2ON(=J0,X6 6 61*+9 o“sEKNlSo maybe we need an ICBM to blast out of t
11、hat hole. Integrated Customer Behavior Management integrates everything that impacts customer behavior all 4Ps (or 4Cs if youre old enough to remember a piece on that subject from Ad Age in 1990). Product development to meet customer needs more precisely. Packaging that communicates with equal preci
12、sion. Pricing that reflects the value the customer perceives in the product 7-3长江EMBA12市场营销（二） 案例5：整合营销沟通是否已不再适用？ compared to other ways he or she could satisfy the need or want. A distribution scheme that makes it convenient for the customer to buy. Channel management, sales management, financing,
13、CRM, TQM, Six Sigma and whatever else needs to be happening to change how the customer thinks and behaves, the timing of it all and the dialogue around it, internal and external all of that is part of ICBM. And oh, yes, the multidimensional, interactive, continuously measured communication package t
14、hat connects the brand or product and the customer, because thats what makes the whole process lift off and stay in orbit. !8AL?UH v 1u)EC9H v 1u)E v ,X 2E H 4P54CVp|EAk1990HS GbANl,XY$Cv L“5E ,X L?Ut2.B“sEE 3L?U 2.Bn v Ax JW$C7DL“,XK,!EW,XJ v CD o#F1u)J 1u)Buv G21u) EoM6,XKE 4JE ,XYF FAEoM6FH v 1u),XFE ( v 6(2CK95E ,X4zf|4E #G,X“sE !7W ZH#/JSJb!7E 1u)9G CKH 9J“sE 5L#L8SV“9J5 2O)X.hB),XA?H v 1u) CK9?Uk 7-5
