Consumer Engagement
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Rescooped by MakanakaTuwe from Week 7; The power of ideas, integration across all media!

Bringing It All Together:  Four Examples of Integrated Marketing Campaigns

Bringing It All Together:  Four Examples of Integrated Marketing Campaigns | Consumer Engagement |

Via Jillian Hor Maelynn
MakanakaTuwe's insight:

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.

Ashleigh Nicol's comment, September 26, 2013 10:15 PM
I like this article, it depicts four large companies and how they have integrated their different marketing functions to create a successful, well known brand. The consistent ideas and message make it easier for the consumer to relate to the brand and recognize the brands.
Klaudia Lewis's comment, September 26, 2013 11:38 PM
This article draws attention to four major brands who have had successful marketing campaigns. After reading this article I discovered three out of four of these brands have one thing in common, they utilize and employ T.V commercials as a means of advertising. Even though these brands are all different they each convey consistent messages that are clear, which is vital in integrated marketing communications.
Reece Gorinski's curator insight, May 7, 2014 4:39 PM

The article gives the good point of how IMC integrated campaigns are doing very well in many ways. Brands have effectively achieved customer appeal with advertisements reaching from TV ads to social media and offline methods such as newspapers and magazine articles. These methods are very effective as they all portray the same message within all of the advertisements. If these were different consumers would get lost and have mixed emotions on the brand.

Rescooped by MakanakaTuwe from Creating an Effective Communication Mix, The Power of Ideas and Direct Marketing IMC - Milestone 3!

Direct Marketing More Relevant Than Ever

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

Via PHAM THU NGA, Manea Murray
MakanakaTuwe's insight:

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 

Norman Vaz's curator insight, September 26, 2013 7:49 PM

This article was very interesting as it talked about the increased importance of direct marketing and how it engages the consumer.The article states 'direct marketing tools can enable marketers to develope and ehance emotional bonds with individual consumers, and customer groups to grow the value of their customer base in real time'. In my opinion this statement could not be further from the truth as building a relationship with a brand and its consumer is key to growing their custpmer base and with that would come increased coustomer loyalty and soo forth.

Anna Kong's comment, September 26, 2013 9:33 PM
goood article jianwang
Ahmed Salman's comment, September 26, 2013 9:39 PM
I agree with your insight shay. i like how this article is relevent to imc concepts
Rescooped by MakanakaTuwe from Creating an Effective Communication Mix, The Power of Ideas and Direct Marketing IMC - Milestone 3!

What can the giants of technology teach the high street?

What can the giants of technology teach the high street? | Consumer Engagement |
What can a more modest retailer learn from Apple, in order to improve the experience of shoppers on the high street?

Via PHAM THU NGA, Manea Murray
MakanakaTuwe's insight:

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. 


Shay Narsey's comment, September 26, 2013 5:36 AM
i agree with your insight matt and i feel it is important how you have mentioned the likes of apple will not let a customer walk away dissatisfied. this can create a good memory and even if they ever think of changing products they will remember apple has good instant back up service.
Markus Schobel's comment, September 26, 2013 6:35 AM
I agree with you matt, Consumers should always come I like how this article describes how apple has integrated themselves with their consumers
Markus Schobel's comment, September 26, 2013 6:35 AM
I agree with you matt, Consumers should always come I like how this article describes how apple has integrated themselves with their consumers
Rescooped by MakanakaTuwe from Week 8 - Direct Marketing and Consumer Engagement!

4 simple steps to improve consumer engagement -

4 simple steps to improve consumer engagement - | Consumer Engagement |

Via Matilda Alisi
MakanakaTuwe's insight:

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.

Sophie Trethewey's comment, September 26, 2013 7:47 PM
This article is interesting, an online marketplace I know has achieved high awareness in online shopping is a global company called ASOS. At ASOS you can shop any item of clothing and brands you can think of both high end and lower end, additionally they have their own ASOS brand on offer. The shop caters ofr men, women, kids, maternity, sports and more. They have free international shipping and appeal to an enormous mass market. ASOS saw a gap in the market for an online shopping marketplace that could cater to anyone anywhere in the world which attributes to shopping behaviors. Consumers enjoy shopping for all their needs in one place similar to department store shopping which has always been a hit. Four major things retailers need to focus on is launch holiday shopping promotions early as it will attract consumers at a fast pace. Segmenting your audience and targeting shoppers within your target market with urgent emails of last minute sales and special shopping days will reduce shopper fatigue and encourage a genuine interest and create a strong purchasing desire. Timing, launching new brands at the time when your big purchasers frequent your website and make purchases is key and will reach the right audience. Embrace mobile technologies and create apps and networking for consumers who are interested in convenience. Overall improving engagement during peak seasonal retail times will produce profitable returns on investment and deliver the best results to the desired target market.
Kevin yau's comment, September 26, 2013 8:47 PM
@Michelle Kim
It is a good article to read. Email is a good way to communicate with customers as email is an important platform to communicate with each other. Everyone has to check their email couple times everyday , so i think with an attractive topic will attract people attention.
Klaudia Lewis's comment, September 27, 2013 12:26 AM
This article strongly emphasizes the importance of consumer engagement and gives the reader four helpful ways to improve a brands ability to engage with their consumers. By starting online marketing campaigns early, brands are able to prepare for consumers who shop prior to the holiday season. It is said that by “using email promotions that include free shipping, discounts, and exclusive offers are an instant driver of consumer purchase decisions”. Another way to effectively engage with your intended consumer is to know and understand what segment you are targeting, this helps avoid message fatigue. It is essential that brands release email promotions and other messaging during times when consumers are most likely to be actively online shopping. By doing this brands have a higher chance of getting their consumers attention and are in turn able to promote their content in a more effective manner. I believe mobile technology is a way for consumers to get the necessary information regarding a brands product , out to their consumers. Through mobile technology consumers are directly able to buy and compare what brands and services appeal to them. Promotion through emailing helps consumers to view messaging and interact with a brand on a mobile platform.
Rescooped by MakanakaTuwe from Creating an Effective Communication Mix, The Power of Ideas and Direct Marketing IMC - Milestone 3!

IMC: Put Together Week 7 - The power of ideas and integration

IMC: Put Together Week 7 - The power of ideas and integration | Consumer Engagement |

Via Mike Kirkwood, Manea Murray
MakanakaTuwe's insight:

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.

Chelsea-Rae Dawson's comment, September 26, 2013 2:32 AM
When developing a new method of IMC, it is essential that companies do not stray away from the 'big idea'. it is that idea that develops and helps to shape every other aspect of the marketing campaign. This article raises some very important valid points regarding this and emphasizes the need to focus on what is really important.
Anna Bairstow's comment, September 26, 2013 4:41 PM
Great article and interesting analogy on the concept of IMC and putting together an outfit! I like the simpleness of this article and the idea that it all starts with establishing a big idea and turning that into a simple and effective phrase or slogan which will catch on and resignate with consumers. They are right in saying that the difficulty is in matching the big idea to every message and medium. Marketers need to share their creative idea in an appropriate way that is going to be successfully percieved and understood by audiences. Great find Finau, enjoyable read that got me thinking about the topic of creativity and how to think of catchy phrases that catch on.
Savanna Steele's comment, September 26, 2013 5:35 PM
This article is a good read nice find Finau. This reading has some important key messages around constructing a cohesive message throughout IMC. With the key message of establishing a BIG IDEA. This big idea encapsulates the message in a just a few words. This is important to take the time to think about what your brand represents and what you want this BIG MESSAGE to be.
Rescooped by MakanakaTuwe from Week 1-3!

Customer engagement in a multichannel world: Don’t reinvent the wheel - Mobile Commerce Daily - Columns

Customer engagement in a multichannel world: Don’t reinvent the wheel - Mobile Commerce Daily - Columns | Consumer Engagement |

Via Shivneel Chauhan
MakanakaTuwe's insight:

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”.

Chelsea-Rae Dawson's comment, August 22, 2013 4:35 AM
As stated in this articel 'Over the next few years, the number of people accessing the Web from mobile devices will overtake the number accessing the Web from traditional browsers." It is not uncommon nowadays, for a business or company to have an application accessible from mobile phones where customers are able to find information about a brand or their products. This article adequately addresses the need for companies to develop and move forward as society has, although there are different brand and different methods of communication, it is in all of the companies best interests to keep up with the play.
Jordan Smith's comment, August 22, 2013 6:23 AM
I defiantly think this article makes a valid point about the growing use of mobile phones being used to access Internet as technologies are constantly changing and as a result the way in which we engage with media is also, mobile phones is a perfect example. It states “The goal is to provide a rich and engaging experience for the site visitor across all channels of interaction” therefore a consumers experience should not be hindered because of the platform of which they are accessing the site on. Today especially web applications are a popular among brands and organisations and enable consumer to look up information and even connect the consumer towards the other brands media platforms such as its website and social media.
Sam Wilkinson's comment, August 22, 2013 7:02 PM
This article is excellent in the way it discusses the increasing use and uses of the mobile phone and how they should be utilized by marketers. As a medium, it makes sense that the mobile web will become an increasingly useful tool for marketers as it is instantaneous but more importantly accessible from anywhere the consumer might be.