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8 Social Media Metrics You Should Be Measuring | Social Media Examiner

8 Social Media Metrics You Should Be Measuring | Social Media Examiner | Assignment 2 | Scoop.it
Social media measurements to understand how social media impacts your business and what you need to do to measure them.
Jaimee_raymond's insight:

Constant review and evaluation of IMC programs is necessary in the IMC planning process as it establishes how well a company is engaging with and involving consumers. This article discusses some alternative methods of measuring the effectiveness of an IMC program, other than ROI. Although the focus of the article is social media and excludes other forms of communications, the content of the article is still useful in IMC programs. Points to consider are the importance of conversion rates - where in social media, it is important for companies to know where their leads are coming from. This can be done by dividing conversions by leads to get conversion rates, which can then be compared with other marketing channels. It is also important to recognise which campaign or program during a certain point in time gained high conversion rates because this helps to create a 'magic mix' by identifying what worked and what didn't. It is also important to have a 'control group' that firms can measure their results against to maximise on customer retention, saving customers and up-selling multiple products. In addition to this, an effective IMC program involves the synergistic deployment of many communications (including social media), to ensure high reach and frequency are achieved, where various measurement techniques for each are required.  

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Finau Tuipulotu's comment, May 7, 2013 10:47 AM
I agree with effective IMC program involves many communications including social media, to ensure high reach frequency are achieved. Overall Social Media do play a vital role to every business and its their choice whether to adopt this strategy or not. But by understanding the importance of social media as an imperative and lucrative way of transforming your business, your audience will grow, your sales will climb, and the future of your brand will remain fresh and exciting.
Ciaran Lowney's comment, May 7, 2013 9:37 PM
Great article. All too often companies launch facebook pages in particular without any clear expectation with what they hope to achieve. If the measure all and attain some of these benchmarks then their Social Media inclusion in IMC will have been a worthwhile investment
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Toyota NZ Hilux TV ad - Tougher Than You Can Imagine

Hold on to your steak and cheese... Get ready for the all new 2012 Toyota Hilux Tougher Than You Can Imagine TV commercial
Jaimee_raymond's insight:

This ad (along with many other Toyota ads) always makes me laugh, not only because of the chimpanzee towards the end that quirkily says 'hokey pokey!' but because of the innovative creative strategy that Toyota has employed to enhance their vehicles benefits to target its audience. In this case, the ad targets the typical kiwi bloke who dreams about driving a sturdy 'tough' truck that can handle rugged terrain, who has the odd vivid fantasy about an armoured pig blowing fire out its nostrils on an exciting outdoor excursion.

This clever use of inherent drama has helped to get the advertising message across that Toyota trucks are "tougher than you can imagine" and the adventure illustrated in the ad is quite humorous. It has a unique selling proposition implying that purchasing the product will benefit the user by having a tough truck to explore the outdoors in, that is portrayed in a real kiwi brand image - with the main character wearing stubbies and gumboots and mentioning the NZ famous 'steak and cheese pie' and 'hokey pokey ice cream' - which is something that competitors have not offered. The promise of the ad seems strong enough to move people to buy it as Toyota Hilux trucks are a popular vehicle chosen by New Zealanders. I think Toyota has effectively positioned itself well in the consumers mind with the use of its product attributes that appeal to a certain type of off-road vehicle user.

I also think that Toyota does a good job of targeting women in this ad which uses a passionate cat that is addicted to riding in its female owners corolla, and so goes to exceptional measures to get in that car! http://www.youtube.com/watch?v=cwhjud3HQ54

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Ciaran Lowney's comment, May 7, 2013 6:17 AM
Great use of inherent drama in this ad you say - I think the use of context in here where the link between the classic kiwi icons of Hokey Pokey ice cream and the Steak and cheese pie cements the beleive that Toyota is as connected to New Zealand as the aforementioned kiwi icons
Finau Tuipulotu's comment, May 7, 2013 10:52 AM
Great choice and very funny ad. I agree with you Ciaran.
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Being Human: The Best B2B Marketing Strategy | Business 2 Community

Being Human: The Best B2B Marketing Strategy | Business 2 Community | Assignment 2 | Scoop.it
As online marketing grows up, buyers are smarter than ever before about how they're being marketed to - meaning they're much less receptive to marketing
Jaimee_raymond's insight:

Business to Community marketing is a cost effective IMC tool that focuses on the relationship perspective and can be used to get the attention and trust of consumers. By realising the fact that at the end of the day, consumers are 'people' and relating to them as humans, this is the key to engaging with consumers. Handy tricks include search engine optimization where businesses should focus on the user experience instead of cramming in multiple keywords. Content marketing can help the users research online and make more informed decisions. This is the opportunity where businesses can educate consumers about their product/service and build resonance with them. Personalising email campaigns to consumers and getting to know their interests is another way to successfully engage with consumers. 

 

New Zealand SME's could utilise this as the majority have low budgets and these are simple steps that will help build customer brand equity. 

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Ciaran Lowney's comment, April 7, 2013 3:20 AM
This a great tool to use. Perhaps the biggest advantage IMC has over traditional mass market media is the reduction in cost by correctly targeting the market you want to reach!
Finau Tuipulotu's comment, April 8, 2013 10:57 PM
This is a great article suggesting great tools to use. Again, using email campaigns is important to build customer relationship with your customers and reach millions of customers with a click of a button but it has its advantage and disadvantages. Again adopting this form of marketing needs to be used wisely to sustain your customers because receiving too much spam emails may give a customer a negative view of your business. So i agree with you Jaimee personalising email campaigns to consumers and getting to know their interests is another way to successfully engage with consumers.
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Seven reasons content marketing is not right for your brand

Seven reasons content marketing is not right for your brand | Assignment 2 | Scoop.it
A few things have occurred in recent weeks that are clear and tangible indicators the concept of content marketing is well and truly alive in Australian business circles – if not growing in popularity and influence.
Jaimee_raymond's insight:

This article is mainly based on content marketing and how to get it right but it also supports Kliatchko's (2008) 4 pilars of IMC where strategic management of communication programs is critical. Stakeholders must be communicated a clear organising idea for the brand message to be received correctly from the start of the campaign. The article states that consumers are interested in content that is compelling and relevant, where they can be informed and empowered. Companies must not make a habit of copying other brands, but they must differentiate themselves and believe in their purpose in order to effectively reach consumers which I also agree with to help build strong relationships with them. Effective use of a mixture of traditional and modern channels to distribute the brand is another part of a successful strategy and the article mentions that website articles and videos are a popular media means to do this. Lastly, a realistic budget must be allocated towards content marketing in particular for good financial results and smart distribution decisions can further add to cost-effective marketing.

 

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Finau Tuipulotu's comment, March 21, 2013 3:55 AM
Very interesting post Jaimee. The fact that companies must not make the habit of imitating other brands is a great idea. Only because loyal customers would prefer what they've experienced first with one particular supplier and not another. If customers finds that there are other suppliers supplying the same products but different brands that would be less favourable for them .. Very good point!
Ciaran Lowney's comment, March 21, 2013 4:06 AM
Good article Jaimee. Point # 7 is perhaps my biggest bug bear of content marketing. When I get content sent to me i want to know about things that are new, not the same old info repackaged. I don't want to be constantly sold to either. A good example of content marketing is what the ASB provide me.

Every morning when I login at work I receive an email from ASB. It is a round up of the business news. It is not them trying to sell me a new car loan, they are providing added value to me and I recognise that. Of course they do it for a reason, every morning I have a touch point with the ASB, but i'm ok with that. They ensure ASB is top of my mind if and when I need financial help.

I attach today's link..hopefully the content will remain for the duration of the course. If it does not work, go to asb.co.nz and search "Morning securities"

http://reports.asb.co.nz/tp/view/email/tep963j569692s4q46f1n4924109c172055114z
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Why Customer Engagement is Important in Today’s World? - YNG Media

Why Customer Engagement is Important in Today’s World? - YNG Media | Assignment 2 | Scoop.it

"It is true that there are some companies, who can survive with unhappy customers for some time, but sooner or later they have to face the judgement day, and shift their business to some other places or leave that forever. Its affect must be understood by business owner, as it is highly important to provide their customers with smart services and quality products to win over them, and keep them devoted towards their business."


Via Keane Orchard
Jaimee_raymond's insight:

This article illlustrates a modern take on the sheer importance of how achieving consumer engagement today can reward companies with not only financial gains, but with consumer loyalty and high retention rates that will ultimately build long-term brand value. In order for companies to achieve this it is imperative for companies to build long-term relationships with their customers by involving and interacting with them to ensure their needs are met and exceeded. Communication is key in this sense where ensuring quality and efficient service for the customer should be the companies top priority - where in this article it mentions that todays businesses are taking note of this. If companies do not focus on building strong relationships or engaging effectively with their customers they will risk their reputation being damaged through negative feedback from unsatisfied customers, and not to mention that losing old customers and gaining new ones can be a costly process.  

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Savanna Steele's comment, August 22, 2013 5:51 PM
In this article it states that not only should the companies be focusing on brand reputation but creating long term relationships-loyality. They referred to using social media via Facebook, LinkedIn and Tweeter as avenues to interact with their consumers, however focusing on customer satisfaction so that the comments received are positive, however you will always get someone with a negative comment. Although customer satisfaction is important I believe that you will never be able to please everyone, therefore I see social media as a good way for customers to express there concerns as they can be directly answered and resolved with responses where as if they were just unhappy customers they are more likely to spread negative word of mouth.
TSZ HA FUNG's comment, August 22, 2013 8:54 PM
Technologies provide convenience channel to consumer, consumer can easily search information online and they love to do it, company use social network like Facebook, Twitter to obtain and exchange information, company communication with consumer and provide information via Facebook page or website. Consumer be more power of controlling but also increase the trust because they process information by they own and it is more creditable.
Rachel Chen's curator insight, October 2, 2014 11:22 PM

Consumer engagement is such a vital tool in creating a successful marketing strategy, especially in the day and age of the Internet. Social media can be a double edged sword when it comes to bad feedback also being easily communicated and promoted to other consumers. Customer engagement is not all about just managing brand reputation but at the same time it is also capable of creating a meaningful and long term relationship with the customers.

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Sustainability: Ecostore :: StopPress

Sustainability: Ecostore :: StopPress | Assignment 2 | Scoop.it
Jaimee_raymond's insight:

This article is interesting because it outlines the success story of ecostore - a small business owned and operated in Auckland, New Zealand, that produces highly effective, plant and mineral based eco cleaning and beauty products that promise to protect consumer’s health from harmful chemicals. The dramatic turnaround for the business began in 2009, with the recognition that profitability was a problem. Factors that were influencing this was competitors and their prices, consumer confusion with 'greenwashing' and the fact that the company had a small budget and team.

This issue was overcome firstly by identifying the consumers key needs through effective marketing research, which turned out to be a concern for their wellbeing along with the environment. This then became the main organising idea that ecostore would base their improved IMC campaign on. Further action was taken with the reformulation of products to meet consumer needs, the introduction of brand extensions such as skin and hair care, environmental accreditation obtained to support marketing claims and lastly awareness was raised by focusing on the negative effects of competitors products that contained harmful chemicals that were detrimental to consumers health. 

Care was taken with the promotional planning elements of the IMC campaign as communications shifted from print to online content and social media but magazines proved to be the most effective way to reach consumers (particularly young mothers). Partnering with credible sources such as Doctors and health practitioners was a great move to ensure the message that ecostore products are beneficial to consumers health, paid off. 

It was good that ecostore identified the problem early and were able implement an effective IMC strategy in time as it saved the business and has made them very successful today.

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Ciaran Lowney's comment, May 7, 2013 6:13 AM
I agree it's a great example of IMC - The organising idea was the eco-ness of their product. They have very good direct marketing. I recall being sent samples of their products when my son was very young. They must have got our details from some of the websites we subscribed from to find information about new babies. My son had asthma and as a result of their directer marketing we started to use their products as eco products are said to be a better choice for asthma sufferers.
Finau Tuipulotu's comment, May 7, 2013 10:10 AM
Great post! By overcoming the main issues they were facing and turning dramatic losses into gains is what made them successful today. Thats why its crucial to all business to always identify consumers needs, to help define new market opportunities and drive innovation and revenue growth in every aspect of the organisation. Integration of Communications shifting from print to online content and social media is a great example of direct marketing. Direct marketing must have boost their sales.
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Facebook Should Keep Ignoring (Some) Advertisers

Facebook Should Keep Ignoring (Some) Advertisers | Assignment 2 | Scoop.it
You probably heard already, but Facebook went public recently.
Jaimee_raymond's insight:

General Motors claimed that they were not receiving value for their dollar as they decided to pull their $30 million advertising expenditure with facebook and move to Googles Display Network which they have said to be more effective. Some researchers disagree with this move as they state that clicking rates should not be used to measure success in terms of sales conversion rates because clicking rates cannot be applied to tv, for example, which is the most popular form of media that receives high emotional responses resulting in high brand equity. Facebook has taken this into account and aims to base their ads on emotional connections with consumers in order to engage with them. It will be interesting to see how this social media platform will incorporate this into the advertising service it offers and monitor sales conversion rates.

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Ciaran Lowney's comment, April 7, 2013 3:18 AM
I think I disagree with a total rejection of facebook ads by GM. Just reading Schultz take on IMC he suggests that all contacts with the target or existing customer have a possible opportunity for future messages. Are GM being too hasty? I agree with the point that clicks are not a good measure. Exposure to GM's brand will help trigger recall and recognition in the future which will help GM's brand equity. I rarely click on Facebook ads, or Google ads for that matter, but that doesn't mean I did see and comprehend them
Finau Tuipulotu's comment, April 8, 2013 11:21 PM
I must agree with researchers about Clicking rates is not a good measure to success. In some cases, clicks won't mean anything because they're absolutely invaluable. Same with social media and all online/digital media too. I believe that any measurement of any marketing campaign is dependent upon the campaign’s objectives are and how reach the consumers.
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Emotional Marketing: What Makes Buyers Buy | Business 2 Community

Emotional Marketing: What Makes Buyers Buy | Business 2 Community | Assignment 2 | Scoop.it
The Role of Emotions in Marketing What’s more logical: Option 1: Clearly stating the facts about your product/service offering and touting the benefits
Jaimee_raymond's insight:

This article reinforces the concept of effectively communicating with consumers through affecting their emotions. There is an opportunity for marketers to solve a consumers problem when a consumer is in the "current state". In relation to the first step of the decision making process this is when a need or want is recognized. By linking this to the psychological process, marketers can create a perception of the "ideal state" in consumers minds. According to the article, this can be successfully achieved by providing thought-provoking imagery that evokes consumers feelings and emotions about a need or want as it can motivate consumers to want to purchase the particular product/service being advertised. Visual media such as videos are useful communication channels to employ this and engage consumers. 

 

An example of how emotional marketing can be effective is the New Zealand 100% Pure campaign: http://www.youtube.com/watch?v=64qx95Ckrwc

 

The ad has a sense of excitement and mystery and is themed alongside the movie "The Hobbit" that identifys with the countries unique landscape on an international level. Adventurous outdoor activities like horse riding through rivers, caving and maori cultural tours are showcased as well to tourists to affect their emotions in the hope that this will inspire them to want to visit and experience New Zealand as a destination. I thought this ad was well done and if I was not familiar with New Zealand but was looking for a new and exciting destination to visit - this ad would persuade me to book my ticket. 

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Ciaran Lowney's comment, April 3, 2013 8:50 PM
Great article and insight. One issue I have with emotional marketing is that it could increase cynicism in the public. The example of 100% pure campaign is a good one. By stating NZ is 100% pure, and knowing the levels of pollution caused in NZ by the Dairy industry, I can't help wonder if I'm being mislead by this statement. Marketers need to be mindful that such claims are open to scrutiny and in my opinion open themselves up for critism. I wonder if "pure nz" would be better. Still the same message but not as absolute as 100%
Finau Tuipulotu's comment, April 5, 2013 4:18 AM
Great choice of article Jaimee i just scooped this one and saw that you have done it so i had to delete. I have to say i did not really understand much about Emotional Marketing until i read this one.
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Revlon launches major digital platform to encourage makeup experimentation

Revlon launches major digital platform to encourage makeup experimentation | Assignment 2 | Scoop.it

US beauty brand Revlon is rolling out a new digital initiative entitled The Revlon Expression Experiment. The initiative, which will be available via a Facebook app, is said to challenge women to discover new make-up looks and break away from their daily beauty routines.

According to Revlon brand ambassador Halle Berry, who introduced the new Expression Experiment via a video on the Revlon Facebook page, the initiative is a worldwide campaign focused on self-expression: “It’s all about you and having you get in touch with having the ability to express yourself.”

Customers can sign up via the new the Revlon Expression Experiment Facebook page to start receiving monthly “challenges” to try new make-up looks, such as a bold red lip. Participants can also access expert beauty tips, product suggestions and share their challenge results with friends.


Via David ChongWa
Jaimee_raymond's insight:

I found this article intriguing and think it can be related to the importance of brand management. Revlon is a recognised cosmetic giant in consumers minds with a strong brand identity to middle-aged and mature women. They have devised a clever modern strategy of how to continue to build their brand equity and to interact with younger female followers. By adapting to the changing media environment, the idea of launching an exciting campaign by using a digital engagement platform to enable their customers to express themselves is brilliant. This happens over Facebook where challenges encouraging makeup experimentation are posted for consumers to follow and then share their experience via the social media, inviting friends to join in. In this way IMC plays a major role in developing and sustaining Revlon's brand identity in a creative light where consumers can express themselves and share information. I think that this could also be extended to other social media platforms to reach a wider target market.

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Ciaran Lowney's comment, March 20, 2013 5:11 PM
Great post. I think they have really hit the nail on the head. As you say Jaimee, they have a market of middle aged to mature woman and this is a good way to get new followers. The attached link shows how popular facebook is and how people mention and promote brands on a daily basis to their friends

http://www.seratoo.com/MarketingWeb2.0/branding-and-social-media-statistics/
Finau Tuipulotu's comment, March 20, 2013 9:32 PM
Interesting post there Jaimee. As you've mentioned the idea of using digital engagement platform to enable customers to express themselves is a great idea. Sharing experiences via facebook will encourage other consumers who hasn't consumed these products to try it. I believe IMC does play a huge role in marketing your products.