Setting objectives for an IMC program is vital when using marketing communications. The use of marcomms are there to support and complement the program in ways that will work towards a company's goal.
This article gave a quick look into how effective marcomms planning can hugely benefit an IMC program by starting with the customer and working towards the brand. If the planners begin with the consumer, research can be made into which media outlets are being used which can then be relaid back to the marketers who will be able to determine which marketing message is the most relevant and at what time the consumer was the most responsive to that message. This type of planning will help to create an effective IMC program with marcomms that focuses on promotional strengths.
The basic task of marketing is combining these four elements into a marketing program to facilitate the potential for exchange with consumers in the marketplace. Integrated Marketing Communications: Evolution of IMC: ...
A very helpful and informative article on basics and importance of IMC and the partnerships it has with marketing communications. This blog entry gives insights into how marcomms programs are vital to adapting and responding to the changes in marketing such as: fragmentation of mass markets, consumers gaining mre control over communication and the rapid growth of internet and electronic commerce.
What these partnerships aim to achieve and work towards are multi channel mareting and promotion all of which need to be integrated for successful branding. A successful IMC program requires the right amount of communication tools and techniques by defining marcomm roles, how its being used and the effect it will have on the brand and consumer.
Instagram helps brands fuse social, mobile marketing
SUMMARY: Brands such as Grey Goose and Taco Bell are turning to Instagram to drive consumer engagement and fuse their mobile and social media marketing efforts, experts say. The image-sharing site is easy for brands to get started with, and potentially allows them to make contact with customers while they're actually out on shopping trips.
Courtenay Poihega's insight:
Relatively new social media platform Instagram is quickly becoming an engagement channel brands are looking to successfully market through. Instagram is an image-heavy app that can be downloaded onto mobile phones and allows users to share their images or videos onto other social media channels such as Facebook, Twitter and others
Although marketing via social media is not a new concept, implementing Instagram as a new marketing channel is clever, innovative and dynamic; particularly in a world where breaking the consumer perception level is increasingly becoming more difficult. It's success lies in the app's popularity on mobile phones and allows companies to easily break into social, mobile marketing and directly engage with their consumers unlike ever before. For brands that use Instagram, they are able to sell themselves in a way that is relevant and visually enticing for consumers in the form of pictures and videos building relationships with the potential of brand loyalty and repeat purchase.
Despite all the excitement, Instagram does have its strategic shortcomings for those looking to use the social media app, Unless the market they are planning to target are heavy social mobile users, they will not experience the same benefit as Taco Bell and Grey Goose. Instagram is also a channel that will require constant maintenance with relevant material to keep the engagement at an optimal level.
This article outlines the importance of eliciting consumer emotional responses to influence their decision making. It briefly outlines the studies of Antonio Damasio and his views on 'thinking' vs 'emotional' - when consumers are faced with a making a decision, one will not be made if there are no previous relatable emotional experiences for them to draw from.
The influence of emotion on consumer behaviour is lightly touched on as well. Studies have shown that when evaluating brands, consumers primarily use emotional response rather than information gathering. Emotional responses to Ad's also influence buying intent moreso than the content of the ad itself. The most interesting part I found in the article was summing up that a brand is a mental representation of a product in the consumer mind. If there are no emotional links to that brand, there will be no influence on buying intent or preference. That ultimately reflects every decision making process any person goes through, I myself can recall countless times where I have chosen to not purchase a product simply based on emotional responses.
Overall this is a recommended article to read to understand the importance of communicating with consumers and how their emotional responses will alter consumer behaviour. It also highlights the importance of appealing to consumer emotions when marketing or advertising a brand.
The desire to be part of something bigger. To really understand what it is about branding that appeals to people, we first have to understand the deeply entrenched set rules that we as people, animals, or however you would like to refer to yourself, actually work to, whilst observing the guidelines, parameters and systems that we work within…sure Brands act as a sign post for the product or service, building associations etc but that’s not all and not enough either.
To avoid going into the deep physiological motivations that affect all of us, for the purposes of this article I am forced to make some sweeping generalisations. The first of these is that beyond all other emotional requirements, we have an unending drive to be understood. Understanding is the lifeblood of our emotional state. For those of you that wish to do a little back reading about this somewhat broad statement, I can suggest several well written studies, that do a far better job of explaining why this is than I can deliver in this short thought piece.
To illustrate: have you ever noticed that most people actually quite like talking about their thoughts, feelings, opinions and emotions to other people. We see the evidence of this in the massive popularity of status updates and tweets etc…
Just a brief and straight-forward piece on essentially the basics of branding and its strategic importance to consumers.
How a brand positions itself in image, identity and equity greatly influences and impacts the way a consumer percieves it. Brands need to make themselves easily understood by consumers and make consumers believe that when they invest in that brand, they will become a part of a group. Appealing to a consumers 'inner most emotional desire' is what makes or breaks a brand.
This article provides a lot of interesting and vital points that marcomms should take into consideration when working with brands. Consumers will be attracted to brands that stand for something greater than the product or service they're selling - this is because a majority of purchases made on a daily basis are made emotionally as opposed to rationally. I also think that when a brand has that intrinsic emotional appeal; getting their message to consumers through all the marketing clutter becomes a little more easier for them.
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