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Rescooped by Callum Wood from IMC 2013 Milestone 2!

Trends in mobile commerce, and why brands have to get mobile now

Trends in mobile commerce, and why brands have to get mobile now | IMC |
I’m always on the lookout for interesting articles to share. You can share articles you find interesting with me on Twitter at @Bazaarvoice. Mobile activity, sales explode at some commerce sites ye...

Via Matt West
Callum Wood's insight:

i agree with this article that brands have to "get mobile now" the trends of mobile buying and mobile advertising effects have been increasing dramaticaly lately and if companies dont adopt this type of marketing, they will fall very far behind. Segments such as teens are rarely away from their mobile devices which creates a massive opportunity for engagement and this creates a big opportunity for brands. mobile commerce is greatly increasing and will continue to do so into the future.

Callum Wood's comment, September 26, 2013 6:44 AM
it is true that it is very important for companies to keep up with the constantly growing on the go marketing world. things like having apps or allowing shopping online could be the difference between success and failure in this world
Thomas James's comment, September 26, 2013 5:47 PM
@Matt. Agree with this article that yes it is becoming more of a struggle for retailers currently. So much so that yes i agree with your view that if a store doesn't have an app or a website it becomes very difficult to be successful.
Thomas James's comment, September 26, 2013 6:14 PM
@Callum. I agree with your stance on this article and that yes teens are always on there mobiles and that makes them an easier target audience. Further agree that yes the mobile advertising is only going to get larger in the future.
Rescooped by Callum Wood from Direct marketing and consumer engagement!

Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | IMC |
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Tyler
Callum Wood's insight:

direct marketing has become more relevant in past years from the rise of social media and other online interaction. through online interactions, brands are becoming more personalized by allowing feedback and involving the consumer. This allows stronger emotional bonds with consumers which will grow the value of the customer base. with new technology such as smart phones and tablets, this opens up the door for more direct marketing as consumers can be engaged on the go wherever they are. the allowance of more consumer engagement opportunities will allow companies to develop their brands a lot if they can take advantage of these new mediums.

Enele Westerlund's comment, September 26, 2013 7:44 PM
Blake, DM's definitely efficient because of it's direct nature. It does exactly what it is meant to do. The article was an interesting read and it is true that direct marketing may also help to strengthen a relationship between a product/company and a consumer.
Calvin Henton's comment, September 26, 2013 9:24 PM
Direct marketing tools is very effective and through social media it is a way of engaging companies and consumers to communicate and gather information that would help reach the target audience. It is also a source of bond between your target consumers and the product.
Linda Allen's curator insight, September 27, 2013 9:07 AM

Social media and Direct Marketing--a great marriage.

Rescooped by Callum Wood from Lead Generation!

Developing Effective Marketing Communication Mix | eHow

Developing Effective Marketing Communication Mix | eHow | IMC |
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.

Via Erica George, jaklinissaeva, zzz, Somerville Communications UK SMB
Callum Wood's insight:

I agree with this article on how to create an effective marketing communications mix. This article breaks down the process of creating an effective mix into 5 main points. Identifying your target audience is important when deciding on the appropriateness communication techniques such as communications mediums and messages. Creating key message points is important in order to get the brand message across to the audience. Identifying apertures is important because allows more effective marketing by evaluating opportunities in reaching target audiences and so on. Writing plans is an important part of a good communications mix because it helps to execute all of the components, it also provides a guideline for an analysis of how effective the communications mix is if it reaches these goals or not. Tactics are also important to consider, as this is the specific way in that you will go about reaching your objectives. This article does well to break down the mix into simple, understandable points.

Elaine Li's comment, September 27, 2013 1:07 AM
Great insight. I think this is a great article in relation to our week 6 coursework because it gives a great develop on how to set up an effective communication mix. In order to implement a good strategy through the marketing promotional mix, there are five steps listed:
1. Identify your target audiences
2. Create your key message points
3. Identify your apertures
4. Write your plan
5. Identify your tactics.
As long as you follow these steps, marketing communication mix will not be a problem to your business anymore.
Swati Tiwary's curator insight, October 2, 2013 9:48 AM
This article outlines the importance of developing an effective marketing communication mix. effective communication with consumers is vital for any business. This part comes under the promotion part of the marketing plan. It is important to have a variety of communication techniques as the target audience for every product is diverse. This articles states 6 ways of developing a good communications mix: 1) its important to have identify the target audience: this can be done by a good extensive research. The target audience needs to be further segmented into categories such as current customers, prospective customers and early adopters 2) Create your key message points: it is important to pin point the key messages that the company wants to impart to the consumers 3) Identify your apertures: it is important to find out the opportunities or openings to reach their audience. For example if a company wants to reach school children then they need to make use of a classroom 4) Its important to write the plan: Writing the plan in a clear and concise manner is important. They key objectives and the plan to fulfill them is important so people have clear guidelines to follow 5) Identify the tactics: tactics are important to meet the overall objective. Its good to use tactics that would appeal to the target audience. Effective communication is vital for integrated marketing communications. communication is not a straight forward or a single dimmentional thing. Its multi faceted just like the market and its consumers. hence it is important to have a mix of different communication strategies to cater to all the different segments of the target audience
Rachel Chen's curator insight, October 3, 2014 12:10 AM

It is a really good base for entrepreneurs and marketers in new startup businesses, as well as organisations who wish to increase brand awareness across a wide audience. It’s first important for any firm to identify its target audience with the use of demographic factors like age, buying habits and any other habits relevant to the organisation. It’s also important to create a key message with the direct information that is going to be communicated to the customers and target audience. This basic process will be the keystone to implementing an effective communications mix and highly recommend using it as planning tool for planning your promotional approach.

Rescooped by Callum Wood from What is IMC (Integrated marketing communication)!

Branding Strategy Insider | Brand Messaging For A Strong Emotional Response

Branding Strategy Insider | Brand Messaging For A Strong Emotional Response | IMC |

Via Kevin yau
Callum Wood's insight:

This article explains that people feel, before they respond, so it is important to cause an emotional response in a consumer in order to get them to act towards buying a product.  To create an emotional response, in an ad, it needs to involve a simple, understood message that is memorable, positive, and reflects there assumed values and beliefs of the person it is trying to affect. The article explains many ways in which an ad can be effective in creating an emotional response, and this shows that the small things that make up an ad all need to be considered when trying to achieve the goal of an emotional response for an effective ad.

Michelle Kim's comment, August 20, 2013 8:18 PM
@Kevin Yau
I agree with you that having guidelines in the article is very important and helps a lot to understand the emotional response. As you mention about the "keep it simple", I think that understanding of brand ad is basic on market, making understandable ad which marketers really need to understand their own first.
Matt West's comment, August 21, 2013 5:04 AM
I strongly agree with the points Callum has raised about an ad needing to be real and close to home to draw an emotional response out of the audience. Getting an emotional response out of an audience is critical for an ad, no matter the feeling that are bought up. Getting an emotional response lets the audience connect deeply with an ad and can lead to increased brand loyalty through the communication of values and similar ideas.
Sienna Jang's comment, August 21, 2013 8:01 AM
@ Kevin Yau - I also like the guideline below the article. As you said, it helps the readers to understand how to connect with consumers in action. Moreover, one of strategies that you liked is very true. As mentioned in article, we feel, before we think. So if the ad is too complicated so it confuses consumers, it will only bring negatve effect.
Rescooped by Callum Wood from Consumer engagement!

How to Use Visual QR Codes to Increase Customer Engagement 25% - (subscription)

How to Use Visual QR Codes to Increase Customer Engagement 25% - (subscription) | IMC | (subscription) How to Use Visual QR Codes to Increase Customer Engagement 25% (subscription) With Visual QR Code technology, you can place the QR Code anywhere on the image, serving as a call to action and...

Via Haifeng LIU
Callum Wood's insight:

Mobile devices have introduced a whole new way of marketing to consumers. The fact that people can be engaged constantly, on the go, by advertising and marketing techniques presents a great opportunity for businesses, however the marketing that occurs on mobiles has different results depending on the level on consumer engagement. Consumer engagement is tough to achieve on mobile devices, as the consumer who views these messages on this medium is usually on the go so is likely to ignore it and move on.  The use of QR codes (image scan based links) allows consumers to gain an insight into product offerings, and provides consumer engagement by scanning the image, which directs the viewer to further information. The use of QR codes with a brand or logo can increase the attractiveness and also tell people what the QR code is about. The QR codes also make the process of finding product information a lot easier as all you have to do is scan an image, instead of typing the entire normal text link onto a usually small screen. The process of scanning the image and being directed to the link location provides an experience and results in consumer engagement, which strengthens the effects of mobile marketing. 

Abby Sy Roldan's comment, August 20, 2013 3:27 AM
@Callum. QR codes are a great way to increase brand awareness and get consumers to engage with a brand through scanning with their own smartphones. The advancement of technology has allowed business’s to create new ways to engage with consumers at a different level. I agree with you that the use of mobile marketing allows consumers to receive information quicker and easier and making it easier for consumers to engage with brands.
Matt West's comment, August 21, 2013 5:13 AM
Great insight into the use of QR codes Callum. I agree with the points you have made about the positives of just having to scan an image rather than having to type txt into a small screen. I think that the use of QR codes has somewhat shaped the mobile advertising medium because it gives the consumer the opportunity to engage with the product and learn more at their own leisure, rather than pushing them with ads that they are not interested in.
Duncan Robertson's comment, August 21, 2013 8:54 PM
Relating to Andre's Insight - technology is rising everyday and more smart phones are being used more then ever. QR codes are another way of engaging consumers into your product. It gets them involved and gives them that curiosity of wanting to know more. With more pleasant interaction with consumers - to more business you will bring in.
Rescooped by Callum Wood from IMC 2013 Milestone 2!

Why is Direct Marketing Effective? - Bluewater

Why is Direct Marketing Effective? - Bluewater | IMC |
“Is Direct Marketing Effective? Why or why not?” for those of you who still aren’t sure about direct marketing’s place in your business plan

Via Matt West
Callum Wood's insight:

i agree with this article and i think that it breaks down why direct marketing is effective into some basic understandable areas. The areas that make Direct marketing efecitve in are that: its highly targeted, cost effective, there is a faster response time, its easier to track and has quick execution. i think that with the new technologies of today such as smartphones allow direct marketing to be used to its full potential and therefore will be a great benefit to brands if they can take advantage of it.

Callum Wood's comment, September 26, 2013 6:34 AM
you are right that this article explains how direct marketing can be effective. the benefits listed by you are all great qualities of direct marketing and i agree that direct marketing gives the company an edge in todays marketplace
Thomas James's comment, September 26, 2013 6:09 PM
@Matt. This article is a really well written article with a list of components to make sure that your direct marketing is effective. I personally liked the component of quick execution as this a lot more effective and if you execute quickly then your direct marketing plan at the time will be relevant whereas if you take time it wont be.
Thomas James's comment, September 26, 2013 6:37 PM
@callum. I also like the way this article makes it simple to understand direct marketing and how it can be successfully applied/implemented. Agree with your point of smart phones are the key to direct marketing in the future.
Rescooped by Callum Wood from Week 7 - The Power of Ideas, integration across all media!

New Media Knowledge - The power of integration

New Media Knowledge - The power of integration | IMC |
New Media Knowledge (NMK) is a learning and business information resource for digital interactive media in the UK

Via Matilda Alisi
Callum Wood's insight:

this article explains that in the market of today, awareness is not as important for building a brand as advertisements are no longer trusted and a friends opinion is valued a lot more. this has prompted brands to focus on other areas such as "considering trial" "increasing retention" and "improving brand loyalty". In the highly fragmented media situation we find ourselves in, These goals are met by using intergration to ensure that the same message is communicated across all channels to increase the brands equity. the process of marketing integration involves adapting the creative idea to the specific medium whilst still holding the same brand message and identity. this allows consumers to recieve the same message and therefore have it re enforced to them, which will in turn enhance the brand.

Matilda Alisi's comment, September 26, 2013 8:44 AM
jessie shi - i too scooped this article, it is interesting to read aye. Consumers nowadays rely heavily on word of mouth and will trust their friends opinion over a brands advertisement .I agree with this as i also ask my friends who have the products i want before purchasing it . Good article
Tegan Gutry's comment, September 26, 2013 4:35 PM
I used this article as well and yes i agree 100% about word of mouth advertising, as i myself do trust what my peers say and i do like to now research into my prospective purchases before making the initial buy.
Matt West's comment, September 26, 2013 5:14 PM
@Thomas, I too agree that the layout of the article's marketing stages was well laid out. I found the article really easy to understand and the concepts were communicated clearly.
Scooped by Callum Wood!

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program | IMC |
Callum Wood's insight:

This article describes the processes of developing objectives and budgeting.Marketing objectives need to be specific, measureable outputs for example; sales, profits etc. they should be quantifiable, realistic and attainable. However marketing communications goals may differ, as their outputs are hard to measure, so should be focused on communication goals such as; representing the same message to consumers in all ads. The article then explains different approaches to promotional budgeting, which include 2 different types of budgeting which are top down and bottom up. These different budgeting techniques are very important for promotional planning.

Matt West's comment, August 22, 2013 6:43 PM
A very interesting article and an even better insight Callum. I support all the points you have made and was interested in all the different strategies that were explained in the article. It is obvious that a company needs a good budgeting plan to make sure they don't overspend or waste money on advertising. Your insight explained the article very clearly so I was able to understand.
Scooped by Callum Wood!

Integrated Marketing: If You Knew It, You'd Do It

Integrated Marketing: If You Knew It, You'd Do It | IMC |
The glut of places to advertise makes it easy to confuse customers with contradictory messages. Execute a strategy that integrates all your efforts
Callum Wood's insight:

This article explains integrated marketing very well. It shows that because of the high media fragmentation, it is harder to get a message across to consumers, and a strategy of getting around this is to apply marketing integration.

Marketing integration means communicating a consistent identity about your company through different messages and different mediums, while keeping consistently towards that identity. It is the ability to apply it into all aspects of an organization including sales, customer service and so on… when a consistent message is sent to the consumer, then it is re-enforced, and the consumer is constantly reminded of the same identity. As as a result, it has a bigger response from consumers and therefore it is very important to achieve integration when marketing.

Matt West's comment, August 21, 2013 5:10 AM
Great points Callum. I also agree with these and especially the last one where you stated that it is important to achieve a larger integration to gain a larger response from your audience. I have noticed a lot of brand adopting this strategy lately with the State Insurance ads, both seeing them on TV and hearing them on the radio. Their catchy jingle, whether you like it or not, reminds you of the company and what they're about.
Donnnab's comment, August 22, 2013 3:54 AM
I totally agree with you May. This article explain it well!
Rachel Bom Choi's comment, August 22, 2013 4:33 AM
@ May Elizbeth. I agree with you May, this is an interesting article on IMC. and I agree that consistent identity is key for a successful marketing campaign. Also I want to point out that to achieve this you have to have a strong identity in all aspects in your 'organisation.' This will help hold up a strong campaign.
Scooped by Callum Wood!

Why Is Facebook Blue? The Science Behind Colors In Marketing

Why Is Facebook Blue? The Science Behind Colors In Marketing | IMC |

Turn out, something as simple as tweaking the color of a button change user behavior or endear people to your product. Buffer's Leo Widrich explains the importance of color in website and brand design.

Callum Wood's insight:

This article represents a specific component of branding which is color. It not only describes the importance of color in branding and the large effects of color on consumers, but points out that a lot of companies logos who’s colors we thought to just be random and have no meaning behind them, have actually been carefully thought out and developed to create a strong brand and to create consumer response. This aspect of color for branding points out that such little things can affect sub conscious thoughts towards brands, so it is very important to consider every single aspect of everything that represents your brand when branding effectively.

gillkelley's curator insight, June 4, 2013 10:49 AM

Psychology of colour in marketing......

Abby Sy Roldan's comment, August 20, 2013 7:30 AM
@Callum. What a very interesting article. Using colour is a marketing tool to make brands more easily identifiable to consumers. Colour creates a sense of feeling. It changes the way we think about a brand. In the article, the colour blue triggers emotions such as credibility, calming, clean, focused, medical, professional, judicial, power, business like. With Facebook, using the colour blue it was trying to trigger a specific type of emotion. In the article blue means Trust, Dependable and Strength. The use of colour plays a major role in how we analyse brands and companies such as Facebook use it well to create a sense of positive emotion towards the brand.
Matt West's comment, August 21, 2013 5:17 AM
Great articles and points raised here Callum. I agree with all of them and find it interesting to know that most of the colours of brands we see today are not just random. Very interesting how the colours of brand can effect our sub conscious thoughts for the positive or negative.