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Do Marketers Know What They Want From Social Media?

Do Marketers Know What They Want From Social Media? | marketing concepts | Scoop.it
Social media spending as a percentage of marketing budgets will more than double over the next five years according to new results from The CMO Survey.

Via Kelly Alexander
Willicia Spider-Silva Vake's insight:

This article emphasizes the importance of social media within the marketing mix. The article expresses this notion through facts and figures that shows increase in universal usage in social media.  It is integral for companies to find an avenue in which they may use social media in an effective manner. The increase in popularity means that the audience potential is vast and wide when using the social media forum. There are a lot of pros for companies that can effectively use this public forum to their advantage. 

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Nimalan Sri's comment, May 8, 2013 5:04 PM
This article is intersting, this article uses stats to show the impact of social media spending over 12 months and then is 5 years. As we can predict this will only increase as socail media is the popular form of marketing nowadays and companies are using social media to communicate wth their consumers. By using socail media there are lot of advantage for the companies to target their consumers in a effective way and alot faster method..
Riley Grant's comment, May 8, 2013 5:08 PM
It is interesting to read that spending on social media is increasing even though companies are not sure their social media campaigns are fully integrated. The author asks why this is happening. I believe it is because there is very little research on social media integration and because trends on social media are changing very quickly.
Sophie Frakes's comment, May 9, 2013 11:13 PM
Social media seems to present an enormous opportunity for marketing communications but the challenges associated with it are almost equal in size. The measurability of ROI seems to be an ongoing challenge that there is no definitive answer to. I also found it interesting that companies are prepared to so heavily invest into a channel which they admit to struggling to integrate even though the need for integrated communications is becoming more and more apparent.
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MediaPost Publications Stonewall 40: The Power of Ideas in Social Media 06/29/2009

MediaPost Publications Stonewall 40: The Power of Ideas in Social Media 06/29/2009 | marketing concepts | Scoop.it
Stonewall 40: The Power of Ideas in Social Media - 06/29/2009
Willicia Spider-Silva Vake's insight:

The article highlighted an online organizing network The Power campaign which was launched in hopes of promoting gay rights. The Power’s foundation was originally driven from the Stonewall 40 movement which was a historical Stonewall riots in New York City. The Power utilised the campaign through various forms of media channels for their campaign, mainly through their online petition on http://www.thepoweronline.org/. The petition would later be delivered to House Speaker Nancy Pelosi and those within the blogosphere and messaging activities both online/offline were kept up to date with the progress of the petition.  This article reinforces the notion that an idea that is backed by numerous other people can become more powerful with the integration of media. Media magnifies the impact of a message/idea due to its ability to reach a vast audience that share the same sentiment. In doing so an idea came become a movement, which this article highlights with Gay Rights.

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Nimalan Sri's comment, April 29, 2013 4:58 PM
Willicia interesting article choice,this article is written to launch the campaign for the Gay rights. and this campaign setup using mainly media channels for the campaign. The foundation for this campaign is Power foundation and to advertise for their campaign they mainly used the site http://www.thepoweronline.org/. This petion would later deliver their campaign to Nancy Pelosi the house speaker adress their petition. once again this article was written to show how media reinforces the notion to this idea is backed up by lot of people and the message was showed acorss powerfull media. Media shows how important media it is to advertise and to send a message across..
Ravneel Chandra's comment, May 8, 2013 8:05 AM
Nice choice of article, good illustration of the power of media integration. Media help the message/idea be communicated to a numerous amount of people and the result was a huge movement in the history of mankind, gay rights. Showing companies that they can use this ideology for their business to communicate their message effectively for a successful result.
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Marketing Strategy and Planning: How To Avoid Marketing Budget Disasters | B2B Marketing Insider

Marketing Strategy and Planning: How To Avoid Marketing Budget Disasters | B2B Marketing Insider | marketing concepts | Scoop.it

Five Steps to Avoid a Marketing Strategy and Planning Disaster:

1. Identify your business goals and evaluate them in context with the latest marketplace realities and customer research. Start with the customer problems you can solve and take their perspective.
2. Ruthlessly evaluate what worked and what didn’t in the past. Pick winners and prune the losing tactics, techniques and processes. Shift people to where they are needed most.
3. Model the appropriate marketing mix in order to achieve a higher return on marketing spend.
4. Define a Content Strategy based on the needs of todays’ buyers. Create an audience-first marketing mentality.
5. Define an always-on, inbound marketing approach that produces more efficient and effective marketing outcomes.

 


Via marketingIO, Alex Smith, Jarrod Biddulph
Willicia Spider-Silva Vake's insight:

The article highlights key steps in which a business must follow in order to avoid a marketing budget disaster. The steps cover various areas within a business marketing plan and addresses what to avoid. I found Brenner’s view on Zero-Based planning rather interesting; Brenner believes that this form of planning is most effective in terms of achieving your personal marketing goals and business objectives. Brenner explains the marketing budget in 5 steps; it is rather brief and ambiguous in my opinion. Brenner could have done more in terms of elaborating more into each step.

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Maka Tuwe's comment, August 22, 2013 5:46 AM
The importance of a budget when it comes to planning any marketing activity is important as it outlines and gives direction as to how much can be spent. In order to not go over budget or to under estimate how much one needs to spend, there is a need for a budget. This article highlights that it is not just about the budget but it is about the planning that occurs before the budget. Things that have to be taken into consideration when planning a budget is establishing what the business goal is plus evaluating what has worked in the past and what hasn't. As the marketing climate is transforming along with the mindsets of most consumers it is important to evaluate in order to not make a loss.
Alexandra Renall's comment, August 22, 2013 3:53 PM
"Define a marketing strategy based on the needs of today's buyers" - I believe this point is extremely valid. Consumption patterns change every year and to be a successful marketer one must analyse the current purchasing trends. Marketers need to realise that financial markets are still recovering from a recession, therefore people are not buying as many products as they used too. By considering such details, marketers will most likely avoid planning disasters.
Leigh Cowan's curator insight, December 2, 2014 8:02 PM

If your Marketing Planning isn't quite 100%, but needs to be perfect, check out http://j.mp/KOmktgPlans

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21 Social Media Marketing Tips (Infographic)

21 Social Media Marketing Tips (Infographic) | marketing concepts | Scoop.it

Today, businesses define social media marketing in many different ways. Some businesses see it as an extension of offline and online advertising. Others use social media as a way to interact with current customers. But no matter how your business uses social media, there is one thing you should remember: social media is a place to be social.

 

If your business has a presence on social media, but is not actively communicating with consumers, you could be missing out on reaching potential customers and boosting customer loyalty with those who already follow you on social media. This infographic illustrates 21 social media marketing tips your business should remember in order to get the most out of your social media efforts, and give the most to your fans and followers.

 

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Ravneel Chandra's comment, April 5, 2013 11:02 PM
It is no surprise that social media has become a big way for marketers to engage and communicate with consumers. It has made interaction easier but very difficult at the same time which is explained in the article 21 social media marketing tips. The most important thing for businesses is that social media is there to be social so companies will be more likely to create engagement/responses and loyalty is treating customers like friends and having fun rather than business business business.
Cazna's curator insight, August 20, 2013 1:39 AM

I really like this, I think they are great steps for businesses to keep in mind when joining social media. People enjoy when companies actually listen to them, and reply to their queries asap. I dont think there is any point of a business being on a social media site if they are not going to interact with their consumers, or potential consumers.

Rachel Wood's comment, August 21, 2013 11:52 PM
I agree that businesses must embrace social media and being a part of it, this means they should interact with the consumers
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Brand and Reputation Management: Four Insights | Social Media Today

Brand and Reputation Management: Four Insights | Social Media Today | marketing concepts | Scoop.it
I was recently asked a provocative question: “What experiences or insights have shaped your views on brand and reputation management in today’s business environment?

Via Rebecca Downing
Willicia Spider-Silva Vake's insight:

This article explains the influence power that a brand can have over its consumers. Marketing and communication have evolved over the years, thus the importance in understanding today's marketing and communication is integral for businesses.

 

I feel that brand power control's the influence flow between B2C. By harnessing that influence power businesses are able to communiacte with their consumers needs and expectations.

 

Think of one of your favourite brands, why do you prefer that brand? How has brand communication influenced your choice?

 

 

 

 

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Ravneel Chandra's comment, March 21, 2013 6:57 AM
Over the years it has become much easier to access information on large brands all thanks to social media, making communication between B2C much easier. Rading this article has made me realise that brands influence consumers due to the power they have over consumers. That power makes consumers purchase new products and evaluate their experience. I prefer the brand Nike over other sports brands and the reason is the way they communicate their brand to the consumers. Getting the best athletes in the world to wear their brand influences me to purchase their brand and hope to become the best in the world at my chosen sport. Nike has a large influencing power on me, greater than I thought, which makes me buy new products of theirs all the time.
Nimalan Sri's comment, March 21, 2013 5:30 PM
Wilicia great choice of article, My favourite brand would have to be Tiger Beer. This brand has a large influence power on me to buy the beer. The was they get their message across for their product is short, sharp and valid. I feel that brand power controls the power of influences between B2C. From reading this article it illustrates how brands influences consumers of their products.. The power makes cosumers purchase their product which they trying to sell and get their message across..
Finau Tuipulotu's curator insight, July 30, 2013 8:54 AM

In business trust has been defined as the glue that holds the business relationship together and is expressed repeatedly in your actions. This includes what you do and do not do. According to this reading most companies today are not approachable and lack a personality or an image that people can relate to. Building trust with your consumers is crucial like returning phone calls immediately and being consistent in your words and actions. You have to understand what your customers are expecting from you and if trust is not present, they will not buy.
Again, i will have to agree using social media to provide profound insights about how your customers feel about your products by giving feedback that helps you define your weakness and try overcoming them for business benefits. Empowering your brand to customers is another advantage.


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The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing

The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing | marketing concepts | Scoop.it

Well it’s about time. It only took them 5 years, but it looks like the top U.S. companies are finally jumping on the blogging/social media marketing bandwagon. At least that’s the upshot of this year’s installment of the annual study on social media adoption on the part of Fortune 500 companies conducted by the University of Massachusetts at Dartmouth Center for Marketing Research.


As the above graphic from the study illustrates, after steadying for a few years, corporate blogging is on the rise in 2012.

 

Here’s something interesting. Since the UMass Dartmouth study began tracking data in 2008, rank has influenced adoption of blogging in the Fortune 500, with corporations ranking in the top 200 out-blogging those in the bottom 200. This trend held steady in 2012, with 54% of all Fortune 500 blogs coming from the top 200 corporations, and 28% coming from those ranked 300-500.


Even though only 28% of the Fortune 500 seem to be accepting the benefits of blogging, those companies that have are doing it right. Fully 90% of the F500 companies that blog encourage comments, have RSS feeds, and take subscriptions. Here’s an excerpt from an abstract of the study:


“It appears that those companies that have made the decision to blog have utilized the tool well. There is frequent posting, on-going discussion and the ability to follow the conversation easily through RSS or email subscriptions.” 


TWITTER
According to the study, nearly three-quarters (73%) of the F500 have corporate Twitter accounts and have tweeted in the past month, an 11% increase over last year. Significantly, every one of the top 10 companies (Exxon, Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Berkshire Hathaway, Fannie Mae, Ford Motors and Hewlett-Packard) consistently post on their Twitter accounts.


FACEBOOK
Surprisingly, Twitter edges out Facebook in the percentage of F500 companies using their social network: just two-thirds (66%) of the F500 are now on Facebook, an 8% increase since last year. Further, only 8 of the top 10 companies (Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Fannie Mae, Ford Motors and Hewlett-Packard) have Facebook Pages. Exxon and Berkshire Hathaway are still holding out (come on, Warren, time to create a FB company profile!).


NEW SOCIAL MEDIA=SOCIAL VISUAL
In another shocker, the UMass Dartmouth study found that the F500 are actually starting to see the utility of social visual marketing platforms such as YouTube and Pinterest. Roughly 62% of the top 500 companies have a YouTube account, and 11 of them (2%) are on Pinterest. In an ironic twist, 1 of the 11 happens to be Eastman Kodak.


THE BOTTOM LINE
In spite of a relatively sluggish adoption curve relative to SMBs, the UMass Dartmouth study suggests the Fortune 500 are finally coming around to the obvious merits of social media marketing. Considering their massive reach, this should’ve been a more intuitive relationship earlier on, especially given the many ways social media can benefit these companies, from fostering direct consumer engagement and promoting online content marketing campaigns, to facilitating less-marketing-centric initiatives like hiring and fundraising.


In any event, this is good news for the small or medium-size business owner or marketer, if only anecdotally. When the top 500 companies in the U.S. start moving their massive resources to further integrate social media marketing into their existing operations, it is a powerful affirmation that SMBs should be doing so too.

 

To riff on the famous EF Hutton commercial: when the Fortune 500 talk, people listen.

 

Willicia Spider-Silva Vake's insight:

This article highlights the notion that Fortune 500 companies are warming more and more towards the usage of marketing through social media. The article points out that marketing through social media stimulate the use of consumer engagement. If the Fortune 500 companies are able to see the positves in the direct marketing and consumer engagement relationship speaks volumes in terms of value. What are your thoughts on this article. Do you feel marketing through social media can only benefit certain companies in the Fortune 500? Do you see any limitations with this article? 

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Onnie Wongchanon's curator insight, September 26, 2013 9:45 PM

This is an interesting article about a market research done in America by the University of Massachusetts at Dartmouth. The research focuses on the use and adoption of leading companies in America terms of blogging and social media. Their research comprised of the Fortune 500 companies. Since the start of the research in 2008 there has been an increase from 16% to 28% of usage. As at 21 there are at least 73% of companies that have a corporate Twitter account and 66% of which have a Facebook account. Alongside these two major social media tools companies also take advantages of YouTube and Pinterest to show of videos and pictures. Ultimately it is a sign that companies are now using social media and blogging as a tool of communicating to customers. 

Josh Leuenberger's comment, September 26, 2013 11:10 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
Josh Leuenberger's comment, September 26, 2013 11:11 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
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Emotional #Marketing : What Makes Buyers Buy

Emotional #Marketing : What Makes Buyers Buy | marketing concepts | 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

Via Gladys Pintado, ThePinkSalmon, Ilona Hussain
Willicia Spider-Silva Vake's insight:

The article covers the notion of emotional marketing and how it is geared towards drawing consumers towards a product or service. The article mentions the Zingerblang campaign which is derived from 2 different approaches; each approach however targets a different area within the brain. After reading this article I have a deeper understanding in terms of how/why I, as a consumer react to certain products differently. As a marketer it is important to understand how emotional marketing works, as it is a useful tool that can be effective if it is utilised properly. 

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Yuhang Wei's curator insight, September 16, 2013 1:06 AM

Emotional response is probably one of the most comolicated but very important topic in marketing. This is because consumers' responese can be so different therefore consumer behavior also need to be learned by marketers. This article deeply discuss how the consumers response when they purchase stuff and analyse the reasons that could make buyers buy. Also, the article mentioned that emontional response can be happened in both B2B and B2C model after all "you are always marketing to humans" Quiet interesting points and very helpful for my IMC study.

Shichi Zhong's curator insight, May 14, 2014 12:24 AM

Emotional response is probably one of the most complicated but very important topic in marketing. This is because consumers' response can be so different therefore consumer behavior also need to be learned by marketers. This article deeply discuss how the consumers response when they purchase stuff and analyse the reasons that could make buyers buy. Also, the article mentioned that emotional response can be happened in both B2B and B2C model after all "you are always marketing to humans" Quiet interesting points and very helpful for my IMC study.

C hu ck's curator insight, May 14, 2014 6:26 AM

This article is about the roles that Emotions play in marketing, to see what makes consumers buy a specific product.

There are, clearly, several different types of advertising, and it is important to understand the role and purpose within the context of the specific advertising campaign (Yeshin, 2004). Using the example of a washing machine, the author illustrates that emotional excitement an advertisement brings works better than the factual statement regarding the product. The main reason attributed to by the author, is that “we are not designed to listen to reason”, and “our emotions are the driver when it comes to our purchase decisions”. Personally, I think it is true, because I do consider myself an impulsive buyer.

Physiologically, our brains are wired for emotional response. Therefore, in the marketing area, successful marketers usually create emotional connections by using visual media and telling compelling stories.

Therefore, in emotional marketing, marketers should adopt a series of techniques to create emotional connections with consumers, including creating image-rich stories, adapting to different media, and using visuals wisely.

In brief, consumers are humans, who make quick decisions on actions based on an emotional response. 

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Determining a Budget - Integrated Marketing Communication

Determining a Budget - Integrated Marketing Communication | marketing concepts | Scoop.it
Boundless' free textbooks and study tools makes education more affordable, accessible, and effective for students and professors.
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Ravneel Chandra's comment, April 5, 2013 10:43 PM
Budgeting properly can lead to a continual success for a company because the right resources can be allocated into the right. Resources (money) are very scarce so realizing where these resources need to go is very important. these two questions need to be answered at the start; how shall marketing efforts be funded, and who will benefit from the new program? From there managers need to understand the IMC components and see where resources fit best.
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Integrated Marketing: If You Knew It, You'd Do It

Integrated Marketing: If You Knew It, You'd Do It | marketing concepts | Scoop.it
The glut of places to advertise makes it easy to confuse customers with contradictory messages. Execute a strategy that integrates all your efforts
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Aleisha Snell's comment, August 23, 2013 12:21 AM
This article is benefitcal for any business as it outlines that interegation for IMC and companiesare infact an important aspect. however it is important to understand that too much integration can cause conflict. Companies as outlined in the article can either get away with using the same marketing messages however there are companies that needs to reinforce the same message but in a new context to help them grow.
Yuhang Wei's curator insight, September 16, 2013 1:03 AM

A very professional explanation about integrated marketing. "Integration means communicating a consistent identity from message to message, and medium to medium, and (more importantly) delivering consistently on that identity." This sentence pretty much explain the whole thing about integration. It does not only mean integrate different message or information together but more important is how they get to integrate and what is the outcome after the integration. Many organizations are now focusing on integrated marketing to improve the efficiency of the whole system. Like the title said: If you knew it, you'd do it.

Shichi Zhong's curator insight, May 14, 2014 12:26 AM

A very professional explanation about integrated marketing. "Integration means communicating a consistent identity from message to message, and medium to medium, and (more importantly) delivering consistently on that identity." This sentence pretty much explain the whole thing about integration. It does not only mean integrate different message or information together but more important is how they get to integrate and what is the outcome after the integration. Many organizations are now focusing on integrated marketing to improve the efficiency of the whole system. Like the title said: If you knew it, you'd do it.