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Assignment two - Ciaran Lowney
Assignment two - Ciaran Lowney
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Use Remarketing to Extend Your Online Presence « iMediaConnection Blog

Use Remarketing to Extend Your Online Presence « iMediaConnection Blog | Assignment two - Ciaran Lowney | Scoop.it
Ciaran Lowney's insight:

One of the decisions when implementing an IMC channel planning strategy is to determine if you want reach or frequency.  Both can be very expensive.   As this article demonstrates frequency can be achieved by remarketing or the use of cookies to "follow" users who have visited your webpage when they visit other webpages.  Consumer behaviour tells us that repetition of the message will help recall and recognition of a product or service. 

In traditional media frequency was quite expensive as you would need to repeat the message in many media, often.  As remarketing is automatic it is a very cost effective way to achieve frequency.  The article also says that 70% of people were found to have purchased a good or service from a banner ad.  Rather than buying banner ads on multiple webpages, use of cookies customises other ads on other websites based on you visiting other different webpages.

As we have seen, one of the benefits of IMC is the ability to target people.  An example could be that if I was the marketer of a fishing supplies chain.  I would make sure that people who went on my website and then on the weather page, that my banner ad would appear on the weather page.  I wouldn't pay for my cookies to be recognised on a real estate website as they are not in my target market, or at least I couldn't assume they could be in my target market, unlike somebody who visits fishing and weather pages 

What is not considered in this article is any ethical issues with the use of cookies.  I'm unsure if I like the fact that companies are tracking my web usage in order to market to me.

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Finau Tuipulotu's comment, May 6, 2013 9:55 PM
Remarketing is known to be a powerful way to stay engaged with you target market. Presenting them with highly relevant ads, offers across the web. Again, since remarketing increases website’s success by allowing ads to follow visitors around other sites they visit on the internet and reminding them what your website has to offer, i personally think thats abit too much. It’s important to make sure you stay engage with your customers but you also have to be careful because when marketing gets real aggressive for attention customers feels like they are being stalked and will abandon these ads. Again, good example and great post!
Jaimee_raymond's comment, May 7, 2013 6:25 AM
Thanks for the article Ciaran, I have learnt quite a bit from reading it! The use of remarketing does have its pros and cons as you have pointed out - I wouldn't be too keen on organisations following my movements on the web either, but it is a good way for companies to increase awareness and to show their key attributes to consumers in order for them to choose their product over others. I think in the future we will see more businesses catching onto this trend as it is effective both in terms of cost as well as frequency.
Richard Ott's comment, May 8, 2013 9:50 PM
I think this article highlight the cost effectiveness of online advertising versus traditional media...the interesting part would be the conversion rate analytics and how to measurement the overall success of this form of investment. As Ciarán suggested it's to do with frequency and repetition rather than reach. You don't need to saturate the market...and re marketing allows for better targeting and segmentation of consumers.
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MetService and Y&R unveil cheeky wee see-through number :: StopPress

MetService and Y&R unveil cheeky wee see-through number :: StopPress | Assignment two - Ciaran Lowney | Scoop.it
Ciaran Lowney's insight:

One of the key focus of IMC Channel Planning strategy is putting the brand in context.  I love this campaign.  Here we have a transparent billboard which promotes the online service of the NZ MetService.  As you can see you look at the billboard and you get the actual weather!!

The organising idea of this campaign is that www.metservice.com has up to the minute weather reports.  This contextual advertisement has produced huge engagement with 30,000 like on facebook and over 1 million view on various social media platforms like imgur and reddit!

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Jaimee_raymond's comment, May 7, 2013 11:25 PM
This is a great campaign with a very simple, basic organising idea that has clearly grabbed the attention of many viewers! Although it is a bit cheeky to plaster a billboard with a hole in it to convey the actual weather forecast - I think it really makes sense as the weather is so unpredictable nowadays - you can't really plan ahead in consideration to the weather. The results show that this campaign has been highly effective and it has produced good exposure for the MetService brand.
Finau Tuipulotu's comment, May 8, 2013 4:00 AM
This is a good one. This is classic cause basically the Metservice offers the same service as if you were looking out the window to check what the weather is like. As you have mentioned Jaimee its a bit cheeky to plaster a billboard with a hole in it but it looks like this campaign is successful creating high consumer engagement. Again, very wise thought and so unique.
Richard Ott's comment, May 8, 2013 10:03 PM
I love this idea! Lol...very clever campaign. It's nicely linked to our lectures on emotional engagement with a target audience. In New Zealand we often view the weather as a bit of a competition religiously checking in to the nightly forecast to see how our city 'scores' against competing cities!!! This could be a next step for the campaign to include the competitive element! It's a very good example for IMC as it definitely and consistently communicates the 'live weather updates' message!
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Marketing case study: The New Zealand Herald’s switch from broadsheet to compact | PANPA

Marketing case study: The New Zealand Herald’s switch from broadsheet to compact | PANPA | Assignment two - Ciaran Lowney | Scoop.it
We chat with APN's chief marketing officer Kursten Shalfoon
Ciaran Lowney's insight:

Quite a good local sucess story about the relaunch of The New Zealand Herald and their launch to a monday to friday tabloid paper. The story describes the IMC program using of television, print, digital, magazines, radio and outdoor. A couple of weeks after launch they held a reader promotion and trial offer.

A website was also developed called www.nzherald.co.nz/themoreyouknow which allowed readers (customers) the oppertunity to be involved in the creation of the new product.

Key to the IMC campaign was the organising idea that despite the change, The Herald would remain a trustworthy source of news.  They were concerned that the change to a tabloid size would deminish the quality of the journalism.
Trust and emotions are one of the cornerstones of consumer behaviour,

Again part of a good IMC objective is to measure the results.  They were looking to increase sales and the article states that they rose by 3%

This could also suggest that brand equity has been increased as peoples trust has been enhanced

 

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Jaimee_raymond's comment, April 8, 2013 9:51 PM
You have found a great example of the successful transition of the NZ Herald, not only in terms of the paper layout but for the company to become an integrated mutli-media organisation. It is pleasing to read that the company had such a strong customer focus and after much research and consumer involvement, it now directs its content towards more in-depth investigative journalism - which is exactly what the consumers want. Co-creation has been successfully implemented in providing a better product for consumers.
Richard Ott's comment, May 8, 2013 10:07 PM
This is a good example as Ciaran mentioned...but news media is really going to have to change it's strategies if readership continues to drop as it had been over the last few years. The amount of people using free online services is huge in today's modern world...and as yet print media has not quite figured out the revenue streams for online activities! When big news papers have tried to charge for online editions and services there has been largely negative consumer feedback. Advertising income is difficult to evaluate and generate online, but as readership of print declines advertising even in the new tabloid format is very hard!
Richard Ott's comment, May 8, 2013 10:08 PM
This is a good example as Ciaran mentioned...but news media is really going to have to change it's strategies if readership continues to drop as it had been over the last few years. The amount of people using free online services is huge in today's modern world...and as yet print media has not quite figured out the revenue streams for online activities! When big news papers have tried to charge for online editions and services there has been largely negative consumer feedback. Advertising income is difficult to evaluate and generate online, but as readership of print declines advertising even in the new tabloid format is very hard!
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Branding and Social Media Statistics

Branding and Social Media Statistics | Assignment two - Ciaran Lowney | Scoop.it

How Branding Works In The Social Media Age With more than 100 million active users on Twitter and 800 million+ on Facebook, stunning growth rates of other major social networks, it’s already a part of daily life and culture around the globe.

 

For the brands it’s important to know and understand how their fans, followers and prospects interact and engage with them in the vasts space of social media.

 

It’s not only about listening to the fans and timing but also about understanding the interaction that leverages the potential of the platforms and turns prospects into loyal fans and later into customers and brand advocates.

 

To get a better idea of how US consumers interact with brands in the social media space, AYTM conducted DIY market research and the most important highlights of their discoveries are encapsulated in this infographic.


Via Russ Merz, Ph.D.
Ciaran Lowney's insight:

IMC is key to building brand identity which in turn delivers the financial reward of brand equity.  IMC tools can make contact with customers, strengthen bonds and build relationships. 

This article provides interesting insight into using Facebook as an IMC tool to build brand identity.

I liked the info graphic - it shows that Facebook is more popular than Twitter for branding exercises.  42% have mentioned brands and 41% have shared a story or video of a brand! This means you should give people something to share!

What is clear from this survey is that people prefer coupons - 80% in fact.  Based on this survey the best way to get people engage in your brand on facebook, give them coupons. 

Whatever you think about facebook, 32% of people want their news from brands coming from social media via short updates.  Social media is an essential element of IMC but should be used wisely.  Call to action is on of the outcomes of IMC, so coupons will deliver this, building up relationships with between brands and customers and the brand equity will grow.

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Finau Tuipulotu's comment, March 21, 2013 3:49 AM
This is another great post Ciaran. One of the studies i read shows that recent studies proved that facebook users is slowly declining due to changes in timeline format and users find it difficult to communicate with their suppliers. But after reading this article everything makes more sense now. I think it really depends on how you market your products and targeting the right market too
Richard Ott's comment, April 4, 2013 6:21 PM
I think the possibilities of social media are endless. It is hugely popular and a great return on investment from advertising spend. But companies need to be aware of target markets. Research is cruicial in determining customer segments and preferences on which types of social media. For example with an ageing population is social media the best way to currently attract that market? As consumers become better educated with technology this trend will change...but how do you engage with older people today who are not yet familiar with this medium of communication? Many businesses, such as retirement village operators (a huge and growing industry) will have to wait a generation before social media can take affect in their market environment! Also another issue with social media and brand equity is that you lack the ability to control it. This could mean the message could be diluted or distorted and any negatives associations developed by social media could damage a brand.
Anna-Gabriella's curator insight, April 27, 2014 9:05 PM

Brands and businesses are realising the importance of using interactive marketing communication strategies, to advertise and market their brands or services through social media streams such as twitter, Facebook and even instagram. 
This article examines the percentage of consumers on social media streams to identify the most efficient way of gaining consumer awareness. 

The results showed that there was a 36% difference in the amount of Facebook users to twitter users and Facebook users were also more engaged as well as networking opportunities being greatly larger. This evidence makes it easier for businesses and brands to advertise and market themselves effectively using asocial media streams. In this case, Facebook seems to be the most ideal option.

Through this survey they were able to see that consumers positively reacted and approached a brand the most when coupons or discounts were advertised.

 

Social media is a cost efficient and effective way of advertising a brand, service or business. Finding out what reaches their consumers better through surveys like this one is imperial to effective integrated marketing communications.

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American Idol’s use of IMC | "Buy the Way…" Insights on Integrated Marketing Communication

American Idol’s use of IMC | "Buy the Way…" Insights on Integrated Marketing Communication | Assignment two - Ciaran Lowney | Scoop.it
Ciaran Lowney's insight:

Whilst I agree with the article and the comments attached to it about this being a great example of IMC I wonder if they are using too much technology.


From a relationship perspective they are using various platforms (TV, PCs Smartphones & Tablets) to engage with their customers. However is it truly integrated as Schultz described as needing to be exhaustive plan using the whole variety of communication disciplines? Are people who consume traditional media, e.g. Print media of newspaper, magazines and radio missing out on the experience?

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Richard Ott's comment, March 17, 2013 6:16 PM
Fair comment...and I guess this is where it really starts to pull the IMC concept and theory into play...what are your target markets, and which media can be most effective at reaching your audience. Company's will have finite budgets for media campaigns and the analysis has to be accurate. So this is how IMC brings it all together to ensure consistancy and value for money across all communication streams.
Ciaran Lowney's comment, March 17, 2013 7:31 PM
Absolutely. "measurable" is a term used in many IMC definitions.

I'm reminded of the great quote from John Wanamaker, an American merchant store operator who died in 1922,

"Half the money I spend on advertising is wasted; the trouble is I don't know which half".

I wonder if he would enjoy the various analytics available now to assess advertising spends!
Jaimee_raymond's comment, March 21, 2013 2:01 AM
It's good that American Idol has not forgotten about tradittional media and included magazines into their IMC process as well as new technology. This way, many consumers without newer technology are not left out of the loop.
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Stuff

Stuff | Assignment two - Ciaran Lowney | Scoop.it
Ciaran Lowney's insight:

This is a great example of inherent drama in an advertisement.  After years of shock tactics on drink driving, this IMC used warm and emotional ways to deliver the message.  It also focused on the benefits of not drink driving by being a "legend" to your friend.  It used humour to get engagement especially around the ghost chip scenario.  This IMC was very popular with the target audience and used the internet very well. This was a very good channel to use.

Finally the context of young people at parties was another reason for it's success.

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Finau Tuipulotu's comment, May 6, 2013 10:12 PM
I believe this is one of the Best TV ad that encourages people who drink with drink drivers to take responsibilities and speak up when a driver is about to drive drunk. Some would think they might “look bad” but in a social situation is what is in the way for most people. But using the phrase “Legend” to call a sober driver and humour to break through this barrier is the key to achieving success I believe this campaign was a success. Good one!!
Jaimee_raymond's comment, May 7, 2013 2:30 AM
I think the advertising message of not driving drunk in this particular campaign was effective in engaging with New Zealand youth - those that the ad was specifically targeted at. However, from my perspective - being a mature student, I found it difficult to take the ad seriously as it was more humorous than serious. But the use of humour and inherent drama has had a positive outcome as it has sent an important message to young people who party, to be more responsible and look out for their mates.
Richard Ott's comment, May 9, 2013 6:24 AM
From an IMC point of view the message was consistent and well targeted. But how else was this campaign advertised? I only saw it on TV? Did they use other media? I know once the tv campaign screened the social media took off! Perfect for the promoters as the content went viral on social networks. The message reach was far greater than originally anticipated! And it also had a powerful emotional engagement with the target market and youth segments.
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Stores put strategy behind all those 'one-day only' deals

Stores put strategy behind all those 'one-day only' deals | Assignment two - Ciaran Lowney | Scoop.it
E-mail inboxes across America were full Monday, with stores trying to lure in shoppers with one Cyber-Monday deal after another. Experts say retailers have a strategy: to stay top of mind during the shopping season.
Ciaran Lowney's insight:

One day deals have become very popular, including in New Zealand.  I think this is a great way for retailers, big or small, to use technology to enhance their IMC programs. 

From an IMC perspective they have a great call to action.  The fact they expire within a day enhances the urgency to buy.  It is perhaps one of the most measurable type of promotion.  If the product doesn't sell, it doesn't cost you anything as the website takes commission on items sold.  This greatly reduces advertising budgets.

It can also be targeted to markets.  For example I have told Grabone.co.nz that I like holiday deals so my daily offering in my email is slightly different to people who select dinner deals as their number one priority.  The deals can be regionalised too eg Auckland, Hamilton, Wellington etc.

However I wonder if these one day deals build brand equity and loyalty?  I have often used vouchers because I got 50% off.  But in many cases I would not go back to that business and pay full price? 

Despite it's advantages I feel one day deals should be used as part of a wide ranging IMC programme as price is only one factor that influence sales and selling on price may not build brand equity as often the perception that if something is cheap, it is inferior.

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Jaimee_raymond's comment, April 5, 2013 1:31 AM
I like to take advantage of voucher deals as I appreciate getting value for my dollar. This kind of purchase is very worthwhile. For me, these deals don't build brand equity or loyalty as I would probably choose another brand - if the price was right. Good point about targeting different markets and making the most of this tool as these deals are a great way to make sales.
Ciaran Lowney's comment, April 7, 2013 3:35 AM
That's a really good suggestion Richard, but I would suggest that we would get tired of constantly bombarded with offers. I guess it would be down to how good the technology is and they only send us relevant offers that we are likely to say yes to.
Finau Tuipulotu's comment, April 8, 2013 7:50 PM
Another great post. One day deal is a great example of IMC because different businesses gather to one site and promote their products to the market. This facilitates consumers buying needs instead of having to search through different websites to make a purchase. Does that mean oneday deal is the same as pricespy?
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5 Tips For Getting a SEO Advantage in 2013 - Marketing Association

5 Tips For Getting a SEO Advantage in 2013 - Marketing Association | Assignment two - Ciaran Lowney | Scoop.it
Five simple Search Engine Optimisation (SEO) steps to ensure you stay ahead of the organic search pack!
Ciaran Lowney's insight:

This article fits nicely into the understanding that one of the objects of IMC is to increase the chances your brand will appear in the evoke set of brands in the consumer. 

Search Engine Optimisation should be a key part of the IMC programme.  People use search engines to research and evaluate products or services.  If it is top or one of the top of the SEO list then this will help your brand to be in the minds of the consumer immediately and of course in the future. 

One other interesing point to note is the increase in the use of mobile usage for the internet.  Marketers must ensure that the consumer gets a good experience from using mobile devices, similar or better from using a PC or laptop.

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Jaimee_raymond's comment, April 8, 2013 10:00 PM
Search Engine Optimisation plays a key part to ensuring that your brand is in the consumers evoked set of brands and then makes it into their final consideration set to increase the chances of consumers selecting your brand over others. Therefore it is important to use this tool effectively by ensuring specific key words that relate to your brand and the user experience which will help make your brand more accessible to consumers when they are searching for information to satisfy their need or want.
Finau Tuipulotu's comment, April 9, 2013 2:54 AM
Smart phones are getting more powerful and able to provide users experience that is similar to a user experience on a laptop or desktop. However, as display on phone a phone is much smaller than an actual monitor of a computer because website will be scared to fit displaying on a phone. So everything will be much smaller and some users will find it hard to reading content, and will simply escape from this site. Therefore as you suggested Ciaran its something that marketers should take into account to keep their customers.
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Multi-screen mania: how our devices work together

Multi-screen mania: how our devices work together | Assignment two - Ciaran Lowney | Scoop.it
With more devices at our disposal, users are finding ways to spread out their tasks between screens, moving from smartphones to PCs and tablets. That’s one of the findings of a new multi-screen study by Google.
Ciaran Lowney's insight:

Fascinating story about multi screening, a term that I was unfamiliar with before today, but something that I do on a regular basis. 

If 90% of people use multiple devices (PCs, smartphone and Tablet) to complete jobs and 77% of people use a device when they are watching TV what are the implication for businesses?

One implication could be that to have a web presence on a pc is no longer enough.  If 90% are using different platforms, they will need smartphones and tablet applications too. 

Also if 77% are using devices whilst watching TV, TV ads need to be interactive enough to get attention.  One way of doing this is to provide links to mobile devices to see more information e.g. an advertisement for a car which point to an app to give more details including technical specs, test drive examples etc etc. 

Even if the ad doesn’t point to an application or other online material, personally I expect there to be further details online and I often search for info when watching tv.  If this isn’t there I get disinterested in the product.

 



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Richard Ott's comment, March 17, 2013 5:18 PM
Great article with some good and relevant stats. Being a smart phone user I agree with the comments as the way I use technology is often spur of the moment and based in memory. When something sparks my interest I'll search on my phone for more information rather than going to my PC. I live your idea about a car advert with multiple application connections to other devices! You could also reverse the flow and publish a teaser on a social media site (commonly surfed via smartphones) that promotes a TV ad campaign, encouraging viewers to a particular time slot to raise awareness. Imagine if the BNZ, 'money is bad/good' had done that?
Ciaran Lowney's comment, March 17, 2013 6:17 PM
Thanks guys. I have found that this is also common in New Zealand. This podcast from Radiolive says 85% of Kiwis do the same. It also says 1 in 5 people research products after seeing a TV ad and in some cases we go to youtube to see the advertisement again! The marketers dream!

http://www.radiolive.co.nz/Most-New-Zealanders-are-watching-TV-and-trawling-the-web-at-the-same-time/tabid/506/articleID/34042/Default.aspx
Jaimee_raymond's comment, March 20, 2013 9:12 PM
I was also unaware of the term multi-screening until you shared this article Ciaran. You have made a valid point about how websites are merely not enough nowadays to engage consumers and provide them with enough information, and that the usage of other platforms such as smart phones and tablet apps are a winning combination to integrate with the web. Although this can be somewhat challenging for marketers, it also provides business opportunities for the companies who know how to maintain strong and long-term relationships with their customers.
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12 Global Trends Marketers Should Consider : Marketing Association Blog

12 Global Trends Marketers Should Consider : Marketing Association Blog | Assignment two - Ciaran Lowney | Scoop.it
Ciaran Lowney's insight:

Given the advent of predictive personalisation and the importance of this and the managment of data is, can New Zealand compete in a global sense due it the large number of smaller businesses it has.

Kliatchko's definition of IMC talks about audience driven business processes.  If local smaller companies don't have access to information, will they struggle to be sucessful with IMC?

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Ciaran Lowney's comment, March 18, 2013 4:42 AM
Some good points there. I sometimes wonder if people confuse liking posts on facebook with actually supporting advocacy groups. It is easy to like a group like Occupy Wall st, but how many would actually support them by donating time or money. My newsfeed seem to be inundated with friends liking all sorts of causes but I wonder how involved on the causes they really are.

IMC attempts to increase relationships with stakeholders...is this true with advocacy groups. I wonder how many of the nearly 1.3m people who liked Greenpeace are paid up subscribing members?

https://www.facebook.com/greenpeace.international?ref=ts&fref=ts
Jaimee_raymond's comment, March 20, 2013 8:56 PM
This a great article. The fact that technology is evolving so rapidly today poses the challenge for small NZ businesses to keep up with changing customer trends and successfully compete in a global market. They will have to think smart and utilise IMC to their advantage to maximise their brand equity. I particularly like the part in this article about how marketers should ideally reduce stress for consumers by surprising and delighting them - a fulfilling reward to be able to make peoples lives better.
Finau Tuipulotu's comment, March 21, 2013 3:49 AM
Agree with you both Ciaran and Jaimee