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5 Reasons Marketers Fail at Competitive Intelligence

5 Reasons Marketers Fail at Competitive Intelligence | Milestone 2 | Scoop.it
CMOs need to do a better job managing risk and showing competitors who's boss. Here are 5 reasons why most marketers get an "F" in competitive intelligence.
Juju Jadine Davis's insight:

Interesting read, this article emphasizes the importance of micro and macro environmental research that brands must do in order to maintain a competitive lead and without the reliant on the marketing software. Research is needed prior to launching a brand in order to identify the brands point of difference and successfully complete the creative process in order to gain an advantage over competitors. Ongoing research (of the competitors, in particular) is equally important in order to identify trends in the market, adapt to changes and keep their competitive edge. The article also explain how losing an advantage on competitors can be devastating for the brand. Interestingly, the article explains how most marketers aim to keep their existing customers happy as opposed to entering new market share as this can be risky. As a result, marketers may fail to notice competitors market growth. 

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David Weng's comment, September 26, 2013 1:15 AM
I like your insight, juju. These article list five reasons marketers fail at competitive intelligence – and 3 Ways to Improve to emphasize the importance of macro environmental research. Five reasons marketer fail which including Marketing Automation Software Misses the Mark, Competitor Analysis Is Periodic vs. Continuous, Marketers Worry About What Is Already Known, Focus Is ROI, Not Competitors and Marketers Confuse CI with Market Research. I think it is quite interesting because author anatomize these points and gives his opinions. And for three ways to improve, Use CI software to automate competitor monitoring, take time to analyze the details, communicate your findings. I prefer the second one; I think analysis the detail is an important part to make improvement.
Li Ma's comment, September 26, 2013 1:51 AM
Your comment is quite good almost it covered all the key points in the article; you must read through the article carefully. And in my opinion, this article is mainly about the reason why many marketers failed at competitive intelligence, and has given five tips to explain why. Moreover, the article said how to improve the competitive intelligence, and has given three things that markers should work on, which include: use CI software to automate competitor monitoring, and Taking time to analyze the details, communicate your findings as well. By following those three things, will direct you easy to get “A” in competitive intelligence.
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IMC: Put Together

IMC: Put Together | Milestone 2 | Scoop.it
Juju Jadine Davis's insight:

This article talks about the importance of a cohesive IMC campaign and how to go about conceptualizing one. The writer explains how the establishment and then the subsequent communication of the big idea helps to ensure the communication is cohesive. An example is given to illustrate how cohesive IMC’s are executed.

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Li Ma's comment, September 26, 2013 2:22 AM
Nice article, it mainly talked about that IMC campaign is a coordinated effort to use various business communication tools to further one big message. And also it mentioned some necessary actions need to take to make sure the IMC campaign cohesive, and support the ideas by using a specific game example. In those actions, basically, it should start at establishing a big idea which is encapsulating the total message in a few simple words, and then considering promotions by using social Medias and social campaigns. Through those steps it aims to tell that the IMC is not a signal part it about put everything together integrally.
David Weng's comment, September 26, 2013 5:46 AM
Nice reading, from first paragraph in this reading, it tell me the main point of the reading, “an Integrated Marketing Communications (IMC) Campaign should be a coordinated effort to use the variant business communication tools to further one big message.” And also it mentioned some of steps we need to take to make sure the IMC campaign cohesive. First step is to establish a big idea, and you have to organize the promotions part, promos, and sales people. Finally, make all elements together that make the team has a cohesive integrated marketing communications campaign
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ABC's of IMC: Creative Strategy

ABC's of IMC: Creative Strategy | Milestone 2 | Scoop.it
Juju Jadine Davis's insight:

Interesting read. This article discusses the creative process and uses two different creative approaches to explain the strategic process of coming up with creative ways to communicate key messages to target consumers. The writer explains how there are different schools of thought with regard to advertising creativity some say that creativity is measured by how the product or service sells, while others say that the creativity is measured only by the artistic value created by the creative types. The writer goes on to talk about how many experts believe creativity is a process and that an organized approach must be taken in developing creative ideas. James Web Young is cited and his five step model used, in addition to Graham Walla’s approach is mentioned and explains this common approach and the different ways marketers can gather information for the creative process and also the importance of the revision or testing stage, where marketers should test their solution ideas with consumers before launching the finalized idea into the media. The article also discusses how advertising campaigns are centered around one single theme idea which is communicated through different types of media or through the same media over a period of time. Lastly, the article talks about coming up with major selling ideas or the unique selling proposition (USP).

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Li Ma's comment, September 26, 2013 2:53 AM
Nice article and I like your comment, it pretty much covered all the important factors in the article it is quite critical, and this article is talking about the creative strategy, like what the meaning of that, the main element, and mentioned a Young’s model of creative process, which include five steps, immersion, digestion, incubation, illumination. Reality or verification. And the author explained the inputs to creative process, which are referring to preparation, incubation and illumination.
David Weng's comment, September 26, 2013 6:01 AM
Really nice article with great comment, in this article, writer had list and discuss the creative strategic. The beginning of the reading gave explain the advertising creativity; it is the ability to create solutions to different problems in communicating a message. And Youngs explanation for creative process, this process contains five steps, Immersion, Digestion, Incubation, Illumination, Reality or verification. And his model is quite same to Graham Wallas’ four step.in addition, this reading also explain the prepare section for working on the creative. The article also discusses how advertising campaigns communicated through different types of media .
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Integrated Marketing Communications - 5 Primary Communication Tools

Integrated Marketing Communications - 5 Primary Communication Tools | Milestone 2 | Scoop.it
Communication is always one of the most important and vital strategic areas of an organization's success. You can have the best or most innovative products or ...
Juju Jadine Davis's insight:

This article talks about the importance communication has on an organization’s success. It is important to understand the best way to communicate to targeted consumers in a dialogue when planning strategic IMC’s. This consumer engagement is achieved by inviting consumers through the use of clear, timely and consistent messages – this can be considered as the value exchange. The article then explains how IMC is a part of the marketing mix, in addition to the price, distribution, advertising, promotion and customer service. The 5 tools of IMC are advertising, sales promotion, public relations, direct selling and personal selling. It is the IMC that manages and ensures consumer engagement is ongoing. 

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David Weng's comment, September 26, 2013 1:26 AM
I agree with you, juju. “Communication is always one of the most important and vital strategic areas of an organization's success.” It is important to understand the best way to communicate to consumers when planning strategic IMC’s. IMC strategies define your target audience, establish objectives and budgets, analyze any social, competitive, cultural or technological issues, and conducts research to evaluate the effectiveness of your promotional strategies. The 5 tools of IMC are advertising, sales promotion, public relations, direct selling and personal selling. These are really useful tool to influence consumers’ beliefs to achieve their standards and build brand awareness and encourage consumers spending with your company.
Li Ma's comment, September 26, 2013 2:03 AM
I am interested in this article and I am quite agreeing with your insight. This article mentioned that communication is always one of the most important and vital strategic areas of an organization's success. And it mentioned a few essential things that need to do when planning the strategy for IMC and when looking at the marketing mix. During this process, there are five basic tools of integrated marketing communication, which include advertising, sales promotion, public relation, direct marketing and personal selling. Those tools are quite helpful when companies are planning and communicating with consumers and help to evaluate and fine-tune the specific activities of integrated marketing communication
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What is direct marketing, anyway

What is direct marketing, anyway | Milestone 2 | Scoop.it
As touchpoints and technologies evolve, so does the definition of direct marketing.
Juju Jadine Davis's insight:

This is an interesting read. The article explains how direct marketing has evolved from the traditional sense of promotional mailers, to heavy data based and due to technology individual consumer data based direct marketing. The writer anecdotally illustrates just how call centres have become important touch points for direct marketing with the ability to analyse individual customer data and appropriate offers. As direct marketing is data based the measurability aspect of the marketing effort is easier.

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David Weng's comment, September 26, 2013 1:42 AM
From the articles title what is direct marketing? I can see that author want to discuss about how you get to stay on target. Direct marketing’s definition varies depending on whether you're a traditionalist, digitally focused or a multichannel maven. For writer, direct marketing is just that: direct. It's talking to, or with, specific, targeted customers — with relevancy. To use communication increase customer engagement and loyalty, as well as marketing and sales performance. The last paragraph cast his idea to us to think about. Really Impressive reading.
Li Ma's comment, September 26, 2013 2:47 AM
Nice article and I agree with your insight as well. It mentioned the definition of direct marketing varies depending on whether you're a traditionalist, digitally focused or a multichannel maven. In the author’s opinion, the direct marketing is just direct; it’s talking to, or with, specific, targeted customers — with relevancy. And I pretty much agree with the author’s thought.