Corporate Advertising Structures
1. Corporate Internet Advertising Objectives
Corporate advertising is generally used for four separate scenarios – public relations, corporate identity, institutional and recruitment. PR is the most common reason for corporate advertising. Showcasing the values and intents of the company in a good light could promote more interest and thus, sales. When an organization is large and has multiple brands and divisions under its belt, corporate advertising becomes a lot tougher.
Different brands, under the same organization, can have different brand images and portraying all these images in a succinct manner can be difficult. When utilizing corporate advertising to enhance the image of the organization as a whole, it is important to have detailed and specific objectives. These objectives act as guiding path and they have to be easily measurable.
Not all corporate advertising is about boosting sales. Sometimes corporate advertising is aimed at building awareness or showcasing the goodwill of the company. Other common objectives of corporate advertising are:
- Boosting employee morale
- Showing investors that the organization is a capable one
- Removing uncertainty or doubts related to the company
- Showcasing a new brand logo, slogan, message and so forth
- Bringing multiple companies together and broadcasting a sense of unity
- Making a socio-economic, moral or political statement
- Showcasing recent major achievements in order to boost customer trust
Unlike products or services advertisements, corporate ads are aimed at defining the attitudes of customers and investors towards the company. Some basic considerations that have to be taken seriously while defining your corporate advertising objectives are:
- Target Audience
Deciding whom the ad is most expected to influence has to be defined. The target audience will define every aspect of the ad. For example, a organization that sells a large variety of household and personal care products will consider the typical homemaker their target audience when their objective is to boost brand image and customer trust. The same company will see their industry peers as their target audience when their objective is to form new partnerships and expand further.
The objectives for a TV ad will be different from the objectives for an online ad. These platforms operate on different terms and building objectives around these platforms is a must. The objective changes again when it comes to social media. To avoid confusion, it is best to understand the core reasoning behind the advertisement and then choose a platform accordingly.
These are just two of the most basic considerations when setting up objectives for corporate advertising. At Globibo Media we have immense knowledge about catering to the needs of both the organization and their consumers. We put this to good use and help take your organization to the next level.
2. Internet Marketing Organization and Functions in MNCs
The organization of teams in MNCs is largely based on their goals. Different companies have different ways of structuring their teams. This applies to the marketing department as well. In MNCs, the focus of the company is not just local – they have to handle teams in different nations and they have to do so, perfectly. Marketing for numerous global markets requires a high level of collaboration and understanding between all the teams involved. This is where the structure and the functioning of the marketing team comes into play. The traditional marketing structure for MNCs comprises of the following roles and functions:
- Analysts: Marketing analysts collect data from numerous sources with regards to products, customers, channels and the market itself. This data is then used to produce insights that aid with data-based, logical decision making.
- Customer Experience: This team is in-charge of making sure that the customers are getting the best experience possible. They collect data on their customers and their customer’s previous experiences to identify strategies for better customer-based marketing.
- Brand advocacy: The team responsible for creating all branding material, and making use of resources carefully.
- Marketing strategy: This team creates and plans the strategies for marketing after analyzing all the factors. They are in charge of all marketing campaigns from creating the strategy, budgeting and getting approval from senior management.
- Marketing Services: This department can consist of various smaller teams. Overall, it is responsible for the execution of marketing campaigns without any glitches. They make calls about when certain material needs to be outsourced and what can be handled in-house. They also provide the marketing tools, design materials and ensure smooth functioning across multiple platforms.
Depending on the company, the above structure and functions will be modified to suit their needs. Functional expertise is also starting to play a huge role in marketing structures as many companies are now forming teams based on expertise rather than product or project.
To make all of this simpler, companies can rely on us for assistance and guidance or take full advantage of our marketing services. We are one of the best companies to focus on marketing for MNCs and we are highly experienced in this field.
3. Integrating Online and Offline Advertising
While many debate between the efficiency of online vs offline advertising, reality is not that simple. The debate between online videos and television, podcasts and radio, online ads and print ads leaves many marketers confused. As a result, they tend to focus more on one medium and ignoring the other. Combining both mediums is the key to success and here’s why:
- The more mediums you use, the higher chance you have of reaching your target audience. Many advertisers are surprised to learn that their target audience does not watch TV as much as expected. Instead, most consumers are online and it is imperative that advertisers and marketers combine TV ads with online ads.
- Combining traditional ads with online ads creates a sense of consistency among the customers. Even if a company has different marketing departments for different mediums, the consumer recognizes only one brand. If the message conveyed on the online ads and the print ads are not consistent, customer are likely to get confused and build mistrust.
- Continuity is another matter that advertisers have to consider. When working with different mediums, discontinuity is displeasing for the consumers. If they see a billboard conveying a different theme than a Twitter ad, the impression that the consumer gets is not consistent.
- Integrating is not just about the consumers, by combining online and offline marketing campaigns, companies have better internal communication, organization and work flow.
- A combined approach to marketing and advertising also increases brand awareness, amplifies brand recall and thus, the bottom line.
- Online and offline advertisements can complement each other well. A TV ad can be supported on Twitter by interacting with potential and existing customers.
Overall, a campaign that can include both and seamlessly link them is the best route for success. Advertisers have to focus on different mediums and how they can make them all work together to reach the most number of people and inspire them to take action.
At Globibo Media we have worked on different advertising campaigns for both mediums and have the experience required to combine both without disrupting the final message. Marketers can trust us to execute well planned and comprehensive campaigns that boost sales.
4. Global and Local Advertising Activities
Most global companies need to have the understanding and sensibility to create campaigns that are applicable universally while simultaneously creating local campaigns for different regions. Many marketers fail to do this, some even use global advertising as an excuse to avoid local advertising – meaning that they showcase the same ads worldwide. This highly inefficient method can cost companies thousands or even millions of dollars.
Global companies have to have a universal message from the brand. To complement this message, local ads are a must. Local ads still portray the main message but deliver it in a concise, relatable way for that particular region. Consumers in the US have completely different lifestyles and tastes compared to consumers in China. Organizations have to understand this and take advantage of it.
The best example of global and local advertising done right is Coca Cola. They made it a point to spread their global message of happiness through successful campaigns. Moreover, they have made it a point to not favor ideas from a certain location over others. For example, their “Share a Coke” campaign was first introduced in Australia and it’s success then allowed coke to spread the campaign to 30 more countries.
Some simple recommendations for marketers and advertisers to track and create successful campaigns worldwide are:
- Have an inspiring global message and mission that is commonly portrayed in all target markets.
- Understand the local sensibilities of different regions and have teams create collaborative campaigns.
- Create an effective communication strategy that allows for constant feedback between different teams around the world.
- Centralize everything from the metrics that are tracked to the technology used and marketing languages. Doing this ensures that all your marketing teams start off on the same page.
- Make basic resources available on a globally accessible platform.
- Analyze metrics at both local and global levels as soon as the campaign is unveiled.
- Once the campaign is complete, create a debrief that informs teams around the world about what worked and what didn’t. These insights will further spur on global marketing efforts.
Local adoption is key to global success. Constantly tracking and improvising marketing and advertising efforts is the only way to ensure that consumers all around the world get the brand’s message. We are the perfect company to integrate your global and local efforts, we offer guidance and consultancy for large companies and have a proven track record.
5. Internet Advertising Budgeting
Marketing managers are often frustrated at the beginning of the year when they have to create a marketing strategy, set a budget and then get it approved by senior management. While the actual strategy planning can be an exciting and eventful process, budgeting can be mundane and rather overwhelming. Getting budget approval is another arduous task and marketers are sometimes forced to make numerous revisions before the budget is finally approved. The process works as follows:
- Compiling budgets from different departments
In large organizations with multiple departments, the finance department compiles the proposed budgets from all the other departments. Once compiled they analyze the budgets based on guidelines provided by senior management. The more compliant a budget is to the guidelines, the higher the chances of approval.
- Detailed analysis
The finance department conducts a detailed analysis of the listed expenditures to make sure that the amounts listed are reasonable. They check for large variations from the previous year’s budget. Since they have to consolidate the budget for the entire company, they may propose budget cuts for individual departments to keep the budget on track. Revenue forecasts are developed and added into the budget proposal.
- Top management
Senior management then take a look at the proposed budget and the forecast for revenue. They take a look at the report from the financial department and may ask for managers from certain departments to explain the need for higher budgets. If projected profits are too low, then additional revenue sources need to be found.
- Division managers
Top management then meets individually with division managers to discuss increases and cuts that can be made. Marketing managers must have a solid plan to help them get the budget approved and defend their budget from being cut.
Once the discussions are complete, senior management sends across the final budget. Budgets will be cut based on reasons that are explained. For a marketing manager, these budget cuts could mean that they have to downsize on personnel or make changes within campaigns.
We can help marketing managers come up with a comprehensive and well-planned budget proposal that complies with the guidelines. We can also help with making changes that increase the chances of getting approved. In the case of budget cuts, we can accommodate the new budget by identifying key areas where changes can be made.