[PROGRAM PLANNING, OBJECTIVES, BUDGETS, MEASURING SUCCESS] Great article that discusses the importance of planning, setting objectives, and budgets in relation to marketing projects. The author states that objectives should be quantifiable, realistic, and attainable. The article then talks about the primary role in IMC being the effective communication of a brands knowledge and interest, favourable attitudes, and purchase intentions. Objectives serve important functions as communications devices, as a guide to planning the IMC program, deciding on various alternatives, and for measurement and evaluation. The article also discusses a sales response model to illustrate budgeting approaches such as Return on Investment, and Bottom-Up Budgeting. The article also contains the concept of DAGMAR (defining advertising goals for measured advertising results).
Integrated Marketing Communications is a Marketing Technique that makes sure that all of your sales, marketing and prootional approaches and communications have been carefully linked with one another to execute your overall marketing strategy....
[UNDERSTANDING INTEGRATION] Realising the participants involved in the Integrated Marketing Communications process is an important step in creating an efficient chain. The main participants include; marketers, advertising agencies, media organisations, marketing communications specialist organisations, and collateral services. Using a decentralised or centralised structure each have their advantages and disadvantages. Companies need to therefore look at their processes and construct clear aims and goals to help maximise the efficiency gained from their structures. This article establishes the importance of management input and setting clear goals. It also stresses the importance of building relationships and the benefits that it can create. The importance of understanding all this can create a seamless interaction between all the processes and the final product will be all the better for it. The article implies there are 7 golden rules that need to be followed but are strictly a guideline.
If you thought social media would make the website obsolete, think again. In fact, digital media has only reinforced the need for websites. However, thanks to savvy consumers and users, the demand for better websites has never been greater. In lieu of massive redesigns and costly overhauls, there are a few things digital managers can do to ensure their website is consistently meeting their users needs.
Small Things Can Make a Big Difference Online
Recently, Tjeerd Brenninkmeijer wrote about the need for more responsive experiences, not more responsive pages, saying
…now that consumers will experience content across any number of social, mobile and web channels — the goal should be to think about the customer, their engagement journey and what kind of content they need/want at each stage in each context.
To help facilitate effective customer journeys online, it's necessary to "optimize things like layout, message priority, language, contextual versions of content, personalization and (yes) even design based on the attributes of the particular visitor in real time."
[CONSUMER ENGAGEMENT] Consumer engagement is important because a product must have characteristics that match the specifics of what the consumer wants to purchase. Part of what the consumer is buying is the personal buying experience, it is the whole package. Looking "Outside-in" is a customer-oriented approach to create consistency and efficiency within marketing communications. This article is relevant because it discusses the effectiveness of having better options as opposed to having more options when it comes to product customization. The article stresses that small visual details such as language, layout, context, and personalization can create big differences online. The article implies that without these important components, it can be difficult for companies to engage consumers with their marketing communication.
One of the longest-running debates in marketing is whether to use a rational or emotional advertising approach in marketing--but cognitive science says that argument is pointless. While emotions overwhelmingly drive behavior, it is misguided to believe that thinking and feeling are somehow mutually exclusive. Emotion and logic are intertwined.
Behavioral science is now telling us that we don’t really have “free will.” We have “free won’t.” We can give in to the visceral impulses that drive us or choose to apply the brakes of rational restraint. While we can’t choose our emotions because they originate unconsciously, we can choose our conscious response to our feelings. This is essentially what consciousness is--a series of critical reflections and interpretations about how we are feeling.
[COMMUNICATING WITH CONSUMERS: THE RESPONSE OF EMOTIONAL RESPONSES] Marketers attempt to engage potential consumers when sending a message to them via the many different channels available, including verbal, graphic, musical, and animation channels. High commonality is when the sender experience and the receiver experience overlap. This article discusses the problem of choosing to go for a rational or emotional approach to marketing. The article also talks about reacting to logical interpretations at the expense of emotions, and that creativity can suffer as a result. A Dyson vacuum cleaner is used as an example in the article to illustrate that a logical reason must be present to satisfy the critical mind, giving you logical permission to make a purchase. So yes, emotional responses are extremely important in the communication process but is only a link in the chain.
Michael McVeigh, senior vice president of strategic services for digital marketing agency Zeta Interactive, spoke with eMarketer about some of the trends he's witnessing in branding usage and measurement, and explained the importance of search and social media for brand marketers.
MARTIN LEE's insight:
[BRANDS AND BRAND MANAGEMENT: THE IMPORTANCE OF BRANDING] Developing and sustaining a strong brand identity and equity is something that all companies need to invest heavily into. With the technological advances we face, searching online in search engines and information gathering on social media sites is becoming a large part of brand identity. A brand is a perception resulting from experiences with, and information about, a company or a line of products. This article brings up the importance of marketing teams that focus on search engine marketing (SEM) and search engine optimization (SEO). These are important because when consumers want to know more about something or experience something, they search for it, on Google, or on YouTube. Gaining real estate on search engine results pages is a tool marketers use to increase brand exposure. Social media can be used effectively in brand perception and communicating initiatives a company is using, or perhaps as a means to control negative feedback and answer consumer questions. This article interview is insightful in that it helps to answer, to an extent, whether can we put a monetary value on how many "likes" something has received?
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