The 2006 FIFA World Cup case: effective management of a 360° communication strategy

Olivier Heck
Consumer Insight Manager, adidas, France

Guillaume Weill and Laurent Florès
crmmetrix, France

INTRODUCTION: THE RISE OF INTEGRATED MARKETING AND THE DIFFICULTY OF ROI MEASUREMENT

Traditional marketing communication planning and measuring is being shaken up by the development of electronic communication, primarily the internet, the rise of mobile marketing through mobile phone, and the tendency of audiences to be more and more fragmented. To cope with the change, many firms have adopted a silo-based approach. This approach consists of developing specific messages and creations for each specific channel that will be used by the brand to communicate. In many cases, not only have the planning methods been separated by nature of the delivery system, but often the planners and developers have also been physically separated. This is still true in many organisations. There are many reasons for separating traditional marketing communication planning and implementation, ranging from organizational structure and legal divisions to a belief that somehow each channel is a specific one and will reach a specific target. Many marketing organisations still believe that this separation is necessary. It makes sense because all these channels generally require different approaches, different techniques, and different expectations. It makes sense until we start to realize that all communication programs are developed and delivered against the same customers and prospects. In the past two years, we have seen an increasing interest for the development of fully integrated marketing strategy, involving many different channels with the same overall strategy. Although it is manageable to separately analyze the effectiveness of each channel, it is extremely difficult to evaluate their respective performance, if not their contribution to the success of the 360° communication and marketing strategy. This greatly limits the understanding of the relative performance of each specific channel within an integrated marketing and communication plan. As a result, many companies continue to privilege mass media, although they face decreasing return on investment, because they remain focused on the quantity of contact that is driven by each specific channel. And as a consequence, they may be allocating budgets in the wrong way.