This article presents to the reader successful IMC campaigns that have achieved the same feel online and offline. This has created consistency throughout the different platforms used. To successful achieve the same feel online and offline, the campaigns used videos for microsites, which were then repurposed for television ads. This reinforced the fundamentals of IMC, which are to create a campaign that enables the audience to link back to the big message despite what platform the marketing message is disseminated from.
The importance of direct mail is the fact that it sends a personalized message to whoever is receiving the message. That is the competitive aspect of direct marketing in an IMC programme plan. As the author of the article states through different mediums marketers are able to reach a segmented part of the market with a specific message tailored to their need. Platforms such as blogs, tweets and affinity groups have enabled marketers to create more personalized messages for their target audiences and consumers. The example used by the author of the different direct marketing methods used by Easyjet exemplifies how each message is personalized for the different audience. For example young travellers are offered a price lower than the one they paid for the different time. This shows that the key to successful direct marketing campaign is to provide something of value. Audiences and consumers are not going to pay attention to a message
The author of this article highlights the importance of the marketing mix especially when it comes to the c, which is consumer. The importance of how consumers/customers need to be taken care off. The author uses Apple as an example to highlight that the company has been based around customer care and looking after the needs and demands of consumers in an technological climate that is always changing and advancing. As quoted in the article Apple’s “Performance stats are achieved without the aid of price promotion or price reductions”. The article concludes by summarizing tips for organisations and the one that stood out the most for me was “Deliver best in customer service not sales – make sure everyone leaves with a smile”. This further emphasizes on the importance of customer service. The author also presents how changes in consumer behavior and the meaning of value. Bargain hunting has led to the rise of online shopping and a more opinionated audience.
This article started by informing the reader, “Brands live and die by their ability to understand and target consumer behaviors.” By this the author meant that without understanding their consumers an organisation’s marketing efforts were lost. Throughout the article the example of Christmas or holiday shopping is used to exemplify how direct marketing efforts can be more effective. The author provides four tips for the reader which, are:
Start earlySegment your audienceConsider timingLeverage mobile
Although an example is used the underlying message of the article is, “Unless big brands effectively calibrate their marketing strategies to align with actual consumer behaviors.” It is all about understanding the consumer and taking the time to research their buying patterns. This ultimately improves consumer engagement.
This article presents to the reader the importance of an integrated marketing plan that serves to promote the bigger picture. The article summarises the main purpose of the integrated marketing which is to present to consumers a cohesive message throughout the different mediums used to disseminate information about the brand/organisation. In the first paragraph the author used an example which most will relate to: fashion. It was about how although one adores their brown belt they cannot put it together with a red dress and black shoes as it doesn’t work together. The same principle applies for IMC, everything needs to work together to create something that works together and makes sense. Each message even if on different platforms should link back to the big message. As stated in the article the first step in IMC programme planning is to establish what the big idea is. From that, the following steps would be to select which mediums to use for the different messages keeping in mind that they should link to the big idea.
Engaging with consumers is one of the purposes of IMC, in this article the author stresses that engaging with the consumer is now more than just creating content and managing the deployment of the content. The focus of the article is on the use of Mobile phones to access web platforms and how now more than ever is it imperative to ensure that a consumer's online experience should be the same across all platforms regardless of what device they use to access that information.
The first point in the article is the engaging idea, which focuses on the use of Web platforms such as the Internet, Facebook and Twitter. In order to engage with the consumer on this level, they needs to be a customisation of the site that is up to date with the societal climate and also caters to the need of the consumer. The following sums up the article and the need to take into consideration the use of separate devices: “All marketers need effective methods for building upon successful traditional Web initiatives and extending the Web infrastructure to the mobile medium”.
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