Marketing-Questions Part 2

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1. Describe how you will use content-marketing strategy in your IMC.

Integrated Marketing Communications deals with the distribution of marketing content, which

targets the buyers at the right time and place. With the changing consumer trends, the

conventional methods of IMC are no longer effective, but instead, digitalized methods are

become a norm. The purpose of the IMC is to enable the Museum of Northern Arizona educate

and increase its customer base at the same time (Museum of Northern Arizona). The museum

builds its customer base by creating unique experiences for the audiences. These experiences can

be captured through photographs, testimonials and videos. The Museum, therefore, can proceed

to disperse this information on various digital marketing tools which allow the user to update

multiple types of media content. Testimonials can be updated by satisfied consumers on various

social media sites including Facebook, twitter, and TripAdvisor, and the company’s website.

Videos can be uploaded on Facebook, Twitter and Instagram as well, while numerous platforms

allow users to upload photographs (Klotter 123). These include Facebook, Twitter, Instagram,

and Web sites. Learning institutions form a large part of the museums customer base, and

therefore, the museum should also avail this content to various platforms where both the students

and the administrators can see events at the museum.

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2. What are the most important customer touchpoints and channels for your business?

The museum which targets the youth, netizens, and women as their most important customers

has various digital marketing tools that it can use as customer touch points and provide them

with both unidirectional and bidirectional communication channels. These include the web,

mobile phone applications, live chats, instant messages and social networking sites. The purpose

of these tools is to provide the customers with personalized services that are tailor-made to suit

their individual needs (Klotter 69). For example, a mobile application and live chats will help the

customers to select parts or events by the museum that they will prefer to visit, instead of having

to visit the entire museum including those parts that do not interest them. Social networking sites

will have a live support where customers can ask questions and answers directly.

3. In what ways could you use apps, social CRM, and/or gamification to help your

business engage with its customers?

Through gamification, the Museum of Northern Arizona will engage the youth and the rest of

their customer base. For example, the museum will come up with games that will educate them

and improve their experience at the museum. Gamification will also facilitate the connection

between the museum and its audience (Klotter 163). Additionally, it will encourage creativity

and imagination among the youth along with discovery and exploration. With the use of

technologies such as virtual reality, the museum can come up with an app that superimposes

artifacts at the museum in the real space using the 3D technology (Klotter 153). Such

applications will enhance the experience for their customers thus leading to more repeat

customers and referrals. The museum can also come up with a software that will enable the

customers navigate the museum and get more information from about the artifacts at the

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museum. The organization can also come up with a digital museum that customers can access

online, especially in instances where they are too far to visit or time is a restricting factor.

The museum is also moving away from the traditional use of social media to newer social

customer relationship management. This new model improves customer interactions and

relations with the brand (Klotter 158). The museum will achieve this by building relationships

through conversations. For example, by creating a twitter account, the museum will foster

relationships with its followership and also follow conversations that the customers are having

about the museum. Additionally, the social CRM set up will enable the museum to collect

personalized data about its customers which can be used to come up with both games and apps to

increase customer satisfaction.

With the use of social media networks, the museum will be in a better position to collect

data from their customers. The museum will then use this information to categorize the

customers based on their individual needs allowing them to offer them personalized customer

service and grow customer loyalty. Another example of social CRM for the museum is by

creating a Facebook fan page where interested users can sign up as fans and facilitate networking

with their acquaintances. Additionally, the museum can engage its clientele through blogs where

the museum can post visual content about the dialogue to spark both dialogues and interest

among the audience (Museum Of Northern Arizona). Partnerships with sites such as YouTube

will enable the museum and its members to post videos about their experience at the museum for

everyone to see. Users can participate in video posting challenges where winners can get

rewarded for their participation.

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Works cited

Kotler, Philip, Hermawan Kartajaya, and Iwan Setiawan. Marketing 4.0: Moving from

Traditional to Digital. John Wiley & Sons, 2016.

"Museum Of Northern Arizona - The Gateway to the Colorado Plateau." Museum of Northern

Arizona. N.P., 2017. Web. 12 Aug. 2017.

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