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Rescooped by Elle from Direct marketing and consumer engagement
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week 8: How brands are using photos on social networks for consumer engagement - Economic Times

week 8: How brands are using photos on social networks for consumer engagement - Economic Times | Milestone2 | Scoop.it
Economic Times
How brands are using photos on social networks for consumer engagement
Economic Times
What do robbers do before going to work? Do they say a prayer? A pep talk? Pound some bourbon?

Via Ashleigh Brockett
Elle's insight:

The article explores the growth in significance of  visual sources such as photos in creating consumer engagement. Instagram - a photo sharing site with140 million users having shared over 16 billion photos and 45 million photos uploaded everyday was bought at $1 billion by Facebook in 2012. Facebook itself has redesigned its profile page focusing on the visual contents to satisfy users' growing interest in capturing memories and sharing the moments. What used to be limited to special occasions are now capture moments and make it an occassion.
 'Brands tend to go where they think their customers are', with the increasing interest in capturing and sharing moments via photos, brands are ought to open up to new opportunities to generate deeper and meaningful connections with consumers whether its through instagram or other photo sharing channels. Levis for example took advantage of people's penchant for self-portraits and designed an ad campaign asking people to submit their photos with a hashtag '#iamlevis' to win a chance to become the face of the brand.

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Shay Narsey's comment, September 26, 2013 4:32 PM
Terry i agree with your insight on this article and it is a good article. From social media platforms such as Instagram is has shown that pictures work and the success of the site shows, It could be that pictures involves less involvement therefore people are more likely to take in the message and also engage with brands primarily because of the simplicity of it all.
Matthew Randrup's comment, September 26, 2013 6:38 PM
Terry i thought your insight was solid. I liked the mention about how consumers get visually engaged through images through media such as instagram.
Jonathon Muavaa's curator insight, May 11, 2014 11:18 PM

Photos on social networks for consumer engagement, a real captivating tagline for many companies, especially when companies are continually looking for the new methods of "getting their message out there" or marketing in a way that captivates the target audience and draws them closer to the brand, which in turn contributes to a high customer value, "PHOTOS" what everyone is continually surrounded by each and every day, whether it be a Snapchat photo, Instagram photo or a newly uploaded photo on Facebook about your new dog, photos have been around for a long time, but who would've known that it could actually benefit a company's marketing needs?

 

Companies today like "Nike" have used photos to create a strong brand image, and also expose their brand to all consumers, especially their target markets. Head of Marketing for Nike in India, Avinash Pant said "The consumer must feel like they are a part of something bigger," In today's world, marketing could go wrong or be absolutely superb, having a visual story to tell allows the use of this concept of PHOTOS to come to life, consumers are able to feel like they are apart of the brand, they feel as if they own the brand in someway, it is ideal that consumers are attached this way which in turn creates a strong positive word of mouth and also an awareness of brand loyalty. 

Rescooped by Elle from The power of ideas; integration across all media
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week 7: New Media Knowledge - The power of integration

week 7: New Media Knowledge - The power of integration | Milestone2 | Scoop.it
'We developed a great concept for TV which has to work across all media channels' would be the brand manager's cry. In theory, this sounds like a great idea. In practice, however, many studies have shown that new creative ...

Via Sam Shen
Elle's insight:

The article discusses the growth in power of integration.

The correlation between increase in the awareness in brand and increase in sales is already proven; however in the recent years it is found that brand awareness alone was not efficient. The article says this is because consumers have been growing doing their own research on products before purchasing and advertisings were not as trusted as they have been in the past.

And it highlights that for a consistent therefore effective messaging through multiple channels ‘integration’ is a must. As result businesses are now valuing and more focusing in increasing retention and improving their brand loyalty.

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Hendy Han's comment, September 26, 2013 7:13 PM
Another great find Levi. It give me a much clearer idea how integration could give a significant effect on brand value. It give me a better understanding, that integration is a critical point to create a better marketing program. Putting an non-integrated and stand alone marketing program will create a less focused IMC of the brand.
Enele Westerlund's comment, September 26, 2013 7:30 PM
Blake, very true that consumers have the power to find out about any product they require. Creating a planned and consistent integration definitely allows for brand loyalty to grow. The article is definitely a detailed one. With It would be very easy for a consumer to shift in brand loyalty if they do not have a resounding reason to be loyal to the brand. Integration here really does build up from the core and allows consumers to engage across multiple platforms.
Calvin Henton's comment, September 26, 2013 9:11 PM
Interesting article as it gives an understanding of how integration is important to connect with all media channels and obtain an effective brand value to increase retention and consumer loyalty.
Rescooped by Elle from Creating an effective communication mix. Measuring results against objectives
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week 6: Developing Effective Marketing Communication Mix

week 6: Developing Effective Marketing Communication Mix | Milestone2 | Scoop.it
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...

Via Andre Zareian, jason boult
Elle's insight:

This article explores developing an effective marketing communication mix and emphasises that in order to reach more consumers more than one strategies is suggested. An effective marketing communication is defining target consumer of the business who are most likely to purchase/use goods or services of the company. Another is selecting best possible communication channels that are most likely and effectively reach the target audience. Third, estimating total costs of the marketing campaign for the company in order to evaluate affordability of the market mix, so that the marketing campaign can be put in to action. And finally, measuring the result of the markeitng programme through various ways such as surveys via emails, phone calls, response cards.

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Orlando Werffeli's comment, September 4, 2013 11:24 PM
This comment is in relation to Mike Passmore's insight on creating a strong marketing mix. The author raises many valid points when considering how to market to appropriate audience. All though there are many types of advertising it is important to focus on three main sections Target customer, Communication channels, Cost estimates and measuring that way the mix will completely relevant and successful. Mike in relation to your ideas I feel any form of organisation that targets any human audience will find these steps beneficial.
Jessie Shi's comment, September 25, 2013 12:46 AM
I agree with you Elle. An effective marketing communication mix is very useful and beneficial for the organization. This article discussed four parts that marketers need to think about when they developing an effective marketing communication mix which is targer customer, communication channels, cost estimates and measuring. Have a deeper understanding of these four part can help marketers to create a more effective marketing communication mix.
Jae Woo Park's comment, September 25, 2013 10:38 PM
Hi Elle. Marketing mix is very essential strategy for business promotion effectively and it is very useful for allocating resources, helps them plan their marketing based on selected criteria, and helps them effectively implement their stated objectives. Though this article, it explores about target customer, communication channels, cost estimates and measuring. This article support great guideline to create effective marketing communication mix for marketers.
Rescooped by Elle from Direct marketing and consumer engagement
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week 8: Direct Marketing More Relevant Than Ever

week 8: Direct Marketing More Relevant Than Ever | Milestone2 | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Tyler
Elle's insight:

I agree with the author in saying that direct marketing is relevant than ever, as author mentions growth of social media and other online interactions and customers being able to directly feedback on a company's products/ services are evidence of the growing relevance of direct marketing for marketers.

The author highlights that with the combination of those data and direct marketing tools would enable marketers to develop and create emotional bonds with individual or groups of customers and this would help enhance the value of their customer base in real time.

I find it interesting how the author says the most effective direct marketing promotion would be anything that makes life easier or more convenient for the individual.

The author use EasyJet as example of direct marketing activities, and explores how direct marketing has been adding to the company as a  whole  with evidence, I think this may be good for marketers to note in developing more effective marketing plans for a business.

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Enele Westerlund's comment, September 26, 2013 7:44 PM
Blake, DM's definitely efficient because of it's direct nature. It does exactly what it is meant to do. The article was an interesting read and it is true that direct marketing may also help to strengthen a relationship between a product/company and a consumer.
Calvin Henton's comment, September 26, 2013 9:24 PM
Direct marketing tools is very effective and through social media it is a way of engaging companies and consumers to communicate and gather information that would help reach the target audience. It is also a source of bond between your target consumers and the product.
Linda Allen's curator insight, September 27, 2013 9:07 AM

Social media and Direct Marketing--a great marriage.

Rescooped by Elle from IMC Creating an Effective Communication Mix: Measuring Results Against Objectives
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week 6: Writing A Great Social Media Marketing Plan - Business 2 Community

week 6: Writing A Great Social Media Marketing Plan - Business 2 Community | Milestone2 | Scoop.it
Business 2 Community
Writing A Great Social Media Marketing Plan
Business 2 Community
I thought I'd mix it up by providing my opinion on this topic.

Via Ilona Hussain
Elle's insight:

This article overall talks about the key elements in writing a good social media marketing plan and indicates that a good marketing plan should involve setting goals, measuring results, and tracking performance in regular review and revision. It introduces that defining clear business goal is the first step in writing a social media marketing plan and it was interesting how it states a good marketing plan has a beginning and an end and therefore establishing realistic and achievable goal is important. Then the second step which is ‘preparation and focus’, I agree with the fact that no business can please everyone and may even lead to business failure by trying to do so, so a company should seek for one focus and targeting that area is a better strategy.

And of course after the execution it is important, as the article indicates, to track your process by overlooking how well the strategies reached the target audience and their impacts and then evaluate whether the strategy was worthwhile or loss by analysing business’ overall sales revenues and good leads.

I also agree with ‘No social media marketing plan is perfect’, as article states plans and strategies ought to develop as business expands and it is impossible for any business to have universal marketing plan as they are always different to some extent, a strategy that lead to success for one business may harm another.

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Shaahen Merchant's curator insight, September 12, 2013 2:50 AM

Buisness to community gives anyone writing a social marketing plan a great insight on how to go about doing so and the encounters they may face along the way. This article tells us that aswell as setting achievable goals for the near future it is always important to have your eye on the overall future (larger goal) of the buisness. Trial and error play a major part in this as settling into todays competitive market is difficult, if one procrdure does not work do not be afraid to keep trying untill you reach the outcome of those intial and larger goals. Pleasing everyone is impossible, and through this your buisness will find there target auidence and those who are most interested in what you have to offer. Through out this process the buisness will deveolp according to the needs of your clients, these needs have mulitple ways of being measured as sites such as,  Eagle Vision, Hootsuite, Vocus, Facebook, Klout & Google Analytics make it easy to find the buisnesses successful aspects.

Orlando Werffeli's comment, September 19, 2013 12:14 AM
This is a comment on Mike Passmore's article written by Mariana Weber, Mike you have picked a great article, I feel it is beneficial to any reader because it shows the importance of evaluating a campaign to see its progress. This makes sure everything is running smoothly and gives you the opportunity to adapt your future campaigns or extend or change the current ones. Ms Weber has also included useful references to use for the evaluation of campaigns which at times can be difficult to find. To answer your question, the social media campaign that caught my eye was a recent one on Peroni where I entered a competition for a custom made blazer. I felt they picked the target market perfectly.
Tien Vo's comment, September 19, 2013 7:16 PM
The author has clearly discussed 3 tips to write a great social media marketing plan. (1) Defining marketing goals and objective is essential. You need to make you what you really want to see from the outcome of the plan. Why do you want to put your effort and money in that plan. (2) Measuring results requires you to carefully prepare and focus on your marketing plan. You should have a team with some planning contents that are a sure path to success. It is important that all efforts you put in your plan are measurable. (3) You need to keep tracking performances. There are many websites to help you identify the impacts and outreaches of your marketing performance. You always have to keep yourself updated about how your marketing plan is progressed.