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Integrated Marketing Communication
Curated by Perry Xing
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Benefits of direct marketing | Queensland Government

Benefits of direct marketing | Queensland Government | AUT IMC | Scoop.it
Find out how direct marketing campaigns can increase sales and improve customer loyalty.
Perry Xing's insight:

Good direct marketing campaigns focus on promoting a specific product or service, and call on your customers to act - to receive further information, register their interest, visit your website, make a booking or a purchase.

Direct marketing gives you the opportunity to promote your products and services directly to the customers who most need them. A good direct marketing campaign will: 

1.help you build relationships with new customers

2.test the appeal of your product or service

3.tell you which marketing approaches reach your target market

4.increase sales

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Perry Xing's comment, May 9, 2013 5:07 AM
Direct marketing helps marketers heaps nowadays. Direct marketing provides low costs and considerable sales. Also, the increase of using Internet provides plenty of ways that marketers can manage direct marketing. Moreover, the database is built to support marketers for long term uses.
Janith Amaratunga's comment, May 9, 2013 6:32 PM
An institution such as the Queensland government would have direct and indirect access to many large databases, likewise other companies and organisations are looking to gather very specific personal data to add to existing databases so that they can have a personalised DM aproach
Perry Xing's comment, May 9, 2013 8:43 PM
Yeah, databases a important to businesses when they develop IMC
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | AUT IMC | Scoop.it
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.
Perry Xing's insight:

If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy
Developing effective marketing communication mix need the certain steps: 1. Identify your target audience 2. Create your key message points 3. Indetify your apertures 4. Write your plan 5. Identify your tactics.

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Emiliya Ravkina's curator insight, August 18, 2013 6:28 AM

Article above is presenting 5 steps to develop an effective marketing communication mix. When company identifies their target audience it is extremely important for the company to select the correct communication techniques to reach the audience. Marketers must know well their target audience to make a decisions regarding  the content, design and the structure of the message they send to customer. The message this article is trying to deliver is that marketers must identify who are the potential customers for this product or service and what are the channels or sources of marketing communication they should use to effectively employ the marketing communication mix.

Peggy Yao's comment, August 19, 2013 10:03 PM
integrated marketing communication are not only looking efficiency but also an effective communication. This article has suggested five steps to develop effective marketing communication mix.
- target the right segmentation
understand our target consumer behavior, break down the segment into small group and being more specific

- find out the core value of the message
a consistency message is essential for a marketing communication avoid consumer message confusion. For example, McDonald's core value is to delivery happiness toward every segment, so that every promotion
that has been used in McDonald is emphasizing and expressing happy time, happy meal happy family and happy memories.

-Identify your apertures,
A right place to begin to communicate with the target audience. we can see lots of car advertising in business magazine or cosmetic advertising in woman's magazine. This
because marketer want to make every promotion activities reach the maximum effectiveness.

-plan it !
After marketer analysis market situation, we have to set up company objectives so that company can have a coherence vision and value.

-identify our tactic
aligning our strategy, eliminate the gap between different departments. see a company as a whole picture working toward the same goal.
Alysse Woodward's comment, August 20, 2013 12:30 AM
The phrase two heads are better than one is a good saying that can also reflect IMC. IMC: the integration of marketing channels, meaning two channels are better than one. The more variety a marketing strategy uses the more likely it will be accepted and may appeal to more than one particular audience, Here this articles briefly explains 5 steps in developing an effective marketing communications mix.
Using a mix of communications will create a consistent message and help build brand equity. By using these different channel customers may become more engaged.
For new organisations these are easy steps to following in the path to creating an effective marketing strategy. By following these steps the organisation will:
1. Identify their target market.
2. Create key messages or points – here a vision and mission statement from the company would be appropriate.
3. Identify opportunities that will reach the target market.
4. Create a marketing plan.
5. Create tactics by aligning strategies and opportunities.
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The Two Ps of Consumer Behavior: (Seeking) Pleasure and (Skirting) Pain

The Two Ps of Consumer Behavior: (Seeking) Pleasure and (Skirting) Pain | AUT IMC | Scoop.it
Too many startups develop products and services for ‘assumed’ wants and perceived needs. What about designing solutions for deeper desires?
Perry Xing's insight:

The article shows that consumer behavior contains pleasure and pain. So the goal of business is to seek pleasure and skirt pain. Business should not sell pleasure product but delivering pleasure experience. 

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Perry Xing's comment, April 6, 2013 10:33 PM
It's very true that business should not sell pleasure, business should capture consumers mind and engage them with pleasrure experience in order to increase sales and build relationship with consumers.
Wuttichai Henwongprasert's comment, April 7, 2013 11:57 PM
I agree that one must not sell the pleasure but rather than deliver the experience. however is the 2P alone really increase the number of sale? Would you consider the cost of delivering the experience into an account. I think that both number should be in proper proportion in order to raise the sale figure.
Perry Xing's comment, April 8, 2013 7:46 AM
Yes, I agree with what you said, the costing of delivering pleasure dose needed to considered. But business should focus on more creating pleasure experience rather that just sayin how good the product is. And business should arrange marketing strategies that under budget and deliver pleasure effectively.
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The Importance of Branding for Businesses

The Importance of Branding for Businesses | AUT IMC | Scoop.it
Perry Xing's insight:

Brand is the personality of a business or company, it helps business to be distinguish from its competitors. If a brand is associated with consumers successfully, it would motivate consumers to buy its prodcuts and services.

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Didia Carvalho's curator insight, August 16, 2013 1:27 AM

This article provides a simple and clearly definition of brand, which let reader easily and clearly understands what it means. Having a good brand will largely help the business. A good logo will let more people get to know the brand. In today competitive society being a good brand by having outstanding logo will highly help the business. According to the article, it provides three examples. Three of these examples are very common in today society. For example, most of the people recognize their brand logo; Christmas song… therefore having a good logo and related amount of advertising can help the business. Furthermore, McDonald’s provide happy meals for kids so family will go together. People think the logo of McDonald’s are easy to recognize as well as a restaurant that people always go to. Although this article clearly state the definition of brand but it does not deeply explain how brand is important and related to Integrated Marketing Communication (IMC). IMC ideally is a very important aspect. It will let the public get to know more about your brand in the competitive society.  

Alana Caldwell's comment, August 22, 2013 12:23 AM
Branding is the key to having a successful product/service. I agree with article in the way they have clearly defined the definition of a brand and how important it is to businesses. Overall are very interesting article
Tiffany Tang's comment, August 22, 2013 11:05 AM
Branding is very important for a business. This article state the importance of branding and how can a brand name affecting on our business. I agree with Didia that a good logo will also help the business. A good and easy recognize logo will help more people know the business and the business will get more popular. A brand name and logo can actually help the business to determine the market place in the competitive business society.
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The Key To Consumer-centric Marketing

The Key To Consumer-centric Marketing | AUT IMC | Scoop.it
Achieving true engagement and consumer-centric marketing goes beyond just the sales and marketing departments.

Via Carla Gentry CSPO
Perry Xing's insight:

The market power shifts from marketers to consumers. So, it's crucial to capture consumers' attention by satisfying their needs and wants, also need to get them more involived.

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Wuttichai Henwongprasert's comment, April 8, 2013 12:36 AM
In term of capture the attention from the consumer, this two- ways dialogue is very helpful since we can gain heap of information from the consumer by just observing their attitude and behaviour. on the other hand it also show that we are pay attention to what the consumer wanted which could give a positive feedback such as the royalty etc.
Carla Gentry CSPO's comment, April 8, 2013 7:19 AM
Thank you all for your comments!
Jonathon Muavaa's curator insight, March 11, 2014 2:20 AM

Customer Relationship Management (Presentation Week 3)

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SRJ Marketing Communications - Steve's Blog - 6 Steps in the IMC Planning Process

SRJ Marketing Communications - Steve's Blog - 6 Steps in the IMC Planning Process | AUT IMC | Scoop.it
You might be surprised at just how many businesses and organizations I talk with that do not have...
Perry Xing's insight:

There are typically six steps in the IMC planning process. Each are important in their own right and can be applied to practically any business or organization, no matter the size or industry.

Step 1. Know your target audience

Step 2. Develop a situation analysis

Step 3. Determining marketing communication objectives

Step 4. Determining your budget

Step 5. Strategies and tactics

Step 6. Evaluation and measurement

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Wuttichai Henwongprasert's comment, May 9, 2013 4:19 AM
we could say that IMC is the 'core bible' for everyone who involved in business. specially new comer or un expereience. as for the pro, it act as the indicator to measure their performance, to see what they capable and what they have achieved.
Perry Xing's comment, May 9, 2013 5:03 AM
Yes, I agree with you. Consumers' needs and wants are changing, single communication can not satified enough. Integrated marketing communication should be applied by all the business today that they can attract and interactive consumers in different ways. So knowing and understanding how IMC strategy works are important to marketers to communicate consumers.
Janith Amaratunga's comment, May 9, 2013 6:35 PM
it is as easy as 123456 and it does not require large budgets.
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The Importance of a Marketing Budget | Empire Creative Marketing

The Importance of a Marketing Budget | Empire Creative Marketing | AUT IMC | Scoop.it
Marketing is a fundamental ingredient for growth and profitability. Many companies fail simply because they do not allocate enough money for marketing. When done properly, marketing brings back sold returns.
Perry Xing's insight:

it’s essential to have an initial budget for developing your logo, website and marketing materials, it’s also crucial that you have an ongoing plan for how you are going to get the word out and a budget for putting your plan into action.

The best way to do this is to create a marketing strategy and setting a monthly or yearly marketing budget to make sure it happens. A marketing budget is a guide to ensure that you are staying on target with estimated costs vs. the actual costs.

 
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Perry Xing's comment, April 6, 2013 10:35 PM
Setting budget can help business to have a clear objective that sales try to carry out. And budget still can monitor if the business stay its marketing strategy.
Wuttichai Henwongprasert's comment, April 8, 2013 12:48 AM
Having a budget also determine the size and the growth rate of your company which is very helpful to forecast the outcome and budget act as the check point to determine whether we reach the target or went over.
Perry Xing's comment, April 8, 2013 7:48 AM
Yes, from the financial perspective, budgeting can help the business to evaluating the marketing outcomes. Budgeting can play as a guide that lead business to make effective campaign and make money.
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Factors Affecting Consumer Behavior

Factors Affecting Consumer Behavior | AUT IMC | Scoop.it
Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are different processes involved in the consumer behavior.
Perry Xing's insight:

The article represent factors that affecting consumer Behaviour. Consumer behavior is very crucial when business apply IMC. Consumer behavior can affect the way that business communicate with consumers, and the method to encode messages. Also, consumer behavior measurable, tracable and changable. 

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Perry Xing's comment, April 6, 2013 10:24 PM
Yes, I agree with you, since the technology is rapidly growing, consumers force becomes more powerful, understanding consumer behaviour can help marketers to develop appropriate marketing strategy.
Wuttichai Henwongprasert's comment, April 8, 2013 12:25 AM
The article clearly demonstrate the factor that affect the consumer behavior. In term of IMC, the consumer behavior play a crucial part when it come to the attitudinal analysis, product trends and developing the new strategy. Understanding what the consumer wanted also help us to indicate what direction we must follow etc.
Perry Xing's comment, April 8, 2013 7:42 AM
Yes, I agree with you. Understanding the factors that influencing consumer behaviour can help the business to develop marketing strategies more consumer-oriented and interactive to encourage consumers' purchase intention.
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Lamborghini Executive on the Importance of Brand Identity

Lamborghini's Manfred Fitzgerald discusses brand strategy, corporate identity, and driving demand through a recession. You can watch the full interview now a...
Perry Xing's insight:

lamborghini defines them as super sport car manufacturer and establishes distinguish brand recognition as luxury good for the worldwide market.

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Perry Xing's comment, March 20, 2013 9:46 PM
Business has to have own brand ideology that can make sure marketing strategies go right direction. Also, branding can also be a standard to test if the marketing strategies meet the business goals.
Janith Amaratunga's comment, March 21, 2013 5:12 AM
Perry, the article titled "The Importance of branding for business" shows the underlying principle Lambhogini is using to inspire its product design, by designing a "global luxury product".
Janith Amaratunga's comment, March 21, 2013 5:18 AM
Combining the Lamborghinis super sports car status along with a consistent message representing the company as a cooperate entity.