Creating an effective communication mix. Measuring results against objectives
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Rescooped by Lucy Lim from Program planning, objectives, budgets, measuring success.
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Creating an effective communication mix. Measuring results against objectives | 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 Jillian Hor Maelynn, Lucy Lim
Lucy Lim's insight:

This article shows an effective marketing communication that would be helpful to me in the future. There are the development strategies, which focus on 4 aspects. Such as, target customer, communication channels, cost estimates, and measuring. Firstly, Identifying the target market is an essential step in the development of a marketing plan. Not all products and services are meant for all types of consumers. In fact, companies may tweak certain aspects of a product. Secondly, company have to select the communication channels to communicate with customers. Communication channels are a medium through which a message is transmitted to its intended audience, such as print media or broadcast media. Also in the modern society, most companies use social media or online advertising, which is trend for marketing. Thirdly, once the companies identify the marketing massage, they should estimate the total cost of their marketing campaign. Cost estimate is an approximation of the probable cost of a product, program, or project, computed on the basis of available information. Lastly, after the company initiates their marketing program, measure the results to make sure you are spending your dollars wisely also it help them to describe the improvement of their marketing.

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Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Yunqi Zeng's comment, September 26, 2013 11:48 PM
communication is one of the key elements in marketing strategy therefore it is important to select the effective marketing communication tool.
Rescooped by Lucy Lim from Program planning, objectives, budgets, measuring success.
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The importance of communications in large-scale projects ...

The importance of communications in large-scale projects ... | Creating an effective communication mix. Measuring results against objectives | Scoop.it
With huge amounts of investment, coupled with acute targets, creating a potent mix of risk factors, effective communication is vital to success. “Across Heathrow we spend between £100m and £120m on our passengers every ...

Via Ashleigh Brockett, Lucy Lim
Lucy Lim's insight:

Communication must circulate through the project management team and external stakeholders to maintain the health and the viability of the project. The existence of a documented communication plan does not by itself guarantee good communication during the project planning stage. Attention must be given to the type of information that is required at each level of the project and take steps to make sure that information is freely transmitted. As insufficient information can lead to faulty assumptions, too much information (or irrelevant information) can easily overload stakeholders, eventually causing them to "tune out" further communication attempts. Depending on the scale of the project, the project manager may need to spend some time laying the ground rules for meetings and other communications and could possibly arrange for some communication skills training. Even when time seems limited, managers should consider the time spent on establishing good communication within the team as an investment in its success.

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Jade Kallian's comment, September 26, 2013 6:41 AM
I agree with crystal comment on how it discusses the importance of communication and what could go wrong. Having the right information being signalled across is very vital for your company to have, therefore creating effective communication strategies is key. Having correct information at all times is what can set your company at a head start rather than having things fall apart and go wrong. Over all a good article to read, one of the ones i enjooyed to read about communication strategy.
Ahmed Salman's curator insight, September 26, 2013 6:48 PM

This article discusses the importance of communications in large scale projects and infrastructure. It states that failure to communicate with employees, contractors, suppliers, customers and the public can quickly result in a loss of direction, bringing projects Jeopardy, risking project success rates and therefore, causes a huge financial loss. I really enjoyed this article because it talks about the risks involved with the lack of communications in large scale projects and explains why having an effective communication strategy is very important.

Shay Narsey's comment, September 26, 2013 9:51 PM
ahmed good article. i liked the mention of bad communications can risk a entire business if each other are not talking which can be vital for the longevity of a business
Rescooped by Lucy Lim from Program planning, objectives, budgets, measuring success.
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Ask the Experts: How Would You Redefine Direct Marketing for the Digital Age? | Direct Marketing | Neolane

Ask the Experts: How Would You Redefine Direct Marketing for the Digital Age? | Direct Marketing | Neolane | Creating an effective communication mix. Measuring results against objectives | Scoop.it
Hear from various industry experts on how direct marketing tactics and strategies have changed as the digital age has emerged.

Via Emily Gavigan, Lucy Lim
Lucy Lim's insight:

Direct marketing is probably the most preferred tool for business in today’s society. People are discovering that we cannot rely on the standard of working for someone else, so it only makes sense that we would look to other resources to change our life. Traditional direct marketing approach focuses on maximizing the offer response rates. Typically direct marketing organizations will start with an offer and determine the relevant customer base for the offer eliminating the segments or populations least likely to respond. Digital marketing however takes the opposite approach where marketers try to determine the best offer for every customer that they are allowed to contact via email or web. This fundamental shift is driven by the fact that the cost per contact both initial and incremental for digital channels is orders of magnitude lower than direct marketing. This allows digital marketers to have multiple contacts with a customer and also allows for cost effective means to reach the entire customer base with an appropriate offer.

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TSZ HA FUNG's comment, September 26, 2013 6:45 PM
I agree with Lucy, direct marketing are mostly benefit consumer by company determine the best offer for every consumer via direct communication, company also can received the most direct and accurate response from consumer. But I think there is some limitation of direct marketing, company are more likely to contact current consumer because company know they are interested to our product or already have business relationship with company, is it hard to reach potential consumer via direct communication because small volume the company can reach each time and it not easy to ask them move to our product by direct communication.
Anna Shen's comment, September 26, 2013 9:59 PM
Hey Vic, I agree that direct marketing is no longer how it used to be so it needs to be redefined to suit the growth of the new digital age. By keeping up with the new digital age is very beneficial for a company as it keeps the brand ‘alive’ through retaining customers. I liked that you have pointed out something I find important where by redefining direct marketing channels that not only connects the offer, but it connects with the right person for that offer. This I believe will strengthen the consumer base as well as being cost effective for the business.
Yunqi Zeng's comment, September 26, 2013 11:34 PM
I agree with Lucy. The direct marketing is useful in now days.