In terms of Internet/interactive strategy, there are two key components. One places emphasis on direct marketing, through email and text. The other places emphasis on interactive marketing. Development of techniques should demonstrate creativity and innovation. Viral campaigns, games and other interactive experiences, contests and other interactive promotions can all be utilized in order to not only demonstrate the pleasure that comes from using Comcast services but to directly encourage the increased use of the services. The measure for this campaign's success will be the sales per customer figure, with submeasures being usage statistics for specific target services like text messages and pay-per-view.
Overall, the integrated marketing campaign for Comcast targets three distinct avenues for growth -- new customers, new subscriptions from existing customers and existing usage of existing services. The campaign should have consistency of message with regards to the benefits of Comcast, but should also have consistency of appearance and feel. Consumers should immediately recognize any element of this campaign as being distinctly Comcast and distinctly a part of our broad marketing strategy for this year or season.
The variables we should be testing are already quantified in our reports....
Thus, pre-and-post testing can be conducted through statistics we already gather. We can also do some basic pre-and-post-testing of consumer attitudes towards Comcast in order to gauge the general effectiveness of the campaign on consumer attitudes. This data can be used to help act as a control mechanism and can provide insight into the direction the campaign should take in certain areas, in particular if consumer response is not as anticipated.
Still, since the measurement of results is based on quantifiable revenue, subscription and market share measures, those are the most important data points on which we need to focus. Other measures can be informative, but they are not the ultimately objective. For example, if we improve customer opinion of Comcast but it does not increase revenue, then we have lost money on the campaign. However, if the campaign does not meet our projections for revenue and market share improvements, we should have consumer survey data -- in particular that gathered during the direct marketing component of the campaign -- to help us adjust our message, media or other areas of deficiency.
Works Cited:
Comcast 2008 Annual Report. Retrieved March 10, 2010 from http://files.shareholder.com/downloads/CMCSA/766770494x0xS1193125-09-33975/1166691/filing.pdf
