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Innovation Reactor: How to develop an integrated marketing communications strategy

Innovation Reactor: How to develop an integrated marketing communications strategy | IMC Concepts | Scoop.it
Implementing an integrated marketing communications strategy can provide a competitive advantage for your business.
Victoria Hansell's insight:

Maximising the synergy between the audience, brand, content and delivery refers to Don Schultz's ABCD theory (Professor of Integrated Marketing Communications).

He advises to build database analytics to understand the audience, build a unique selling proposition to give competitive advantage, build compelling content for differentiation and engagement, and deliver through a mix of traditional and digital channels.

The trigger, access, engage model combined with the ABCD theory really makes sense, and I love the simplicity of how it explains developing an integrated marketing communication strategy.

Do you agree with Schultz's IMC models and ABCD theory?

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16 quick steps to developing a media strategy that works -

16 quick steps to developing a media strategy that works - | IMC Concepts | Scoop.it
Victoria Hansell's insight:

This article provides some practical steps on developing a media strategy. It encompasses what you need to think about and why you need to think about it, to develop a successful media strategy when representing a company.

The article is quite basic, but that's why I like it - it's more important to get basic steps right when developing the strategy, becuase the tactics and evaluation will naturally follow - its a bit like getting the project scope right before implementation.

Do you think this media strategy is enough to help NZ SME's?

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MediaPost Publications Digital Promotions Spending To Hit $36.1B This Year 03/21/2013

Digital Promotions Spending To Hit $36.1B This Year - 03/21/2013
Victoria Hansell's insight:

It's not surprising that digital marketing is increasing at an extremely  fast rate and far outweights traditional marketing methods - however digital should be incorporated into the marketing plan and should not be the marketing strategy alone.

This article states some interesting stats about how promotional spending targeting mobile devices is expected to reach 75% of the total marketing budget by 2017, and that spending $3 on promotions for every $1 spent on advertising is a good rule of thumb to go by.

Digital marketers are understanding the increasing effectiveness of the digital tools available and how we're able to measure ROI, whether it be via online advertising, website, social media or mobile promotions.

As an upcoming and potential marketer of the future - how much percentage of your marketing budget are you likely to spend on digital and why?

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leezak's comment, April 9, 2013 5:17 AM
I to agree, that by spending $3 on promotions for every $1 spent on advertising is a good rule of thumb and it makes a lot of sense how that has influenced the promotional spendings. I feel the need to spend a substantial amount of your marketing budget on digital promotion is crucial. Because the internet is expanding more and more each day and so is mobile devices and application development therefore the likelihood of gaining more will flow on the more we put into it.
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Driving Dogs

Driving Dogs | IMC Concepts | Scoop.it
Case study: MINI tasked DraftFCB Auckland with finding a way for them to help the SPCA adopt out their dogs. Draft realised if they could demonstrate just how...
Victoria Hansell's insight:

You will want to see this ad - driving dogs in New Zealand?

Apparently dog trainers are training search and rescue dogs how to drive!

This ad is very innovative and aims to promote SPCA in adopting dogs out to good homes.

This ad hit the You Tube audience tremendously. Creative - yes, but would this ad make you want to adopt a dog - even if they are smart? What emotional affects does this ad have on you and how effective do you think this ad was?

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leezak's comment, April 9, 2013 5:28 AM
I think it shows that you can train a dog to do nearly anything. It is quite remarkable really but totally unrealistic. I love dogs anyway so they will always be in my life, seeing this ad did not make having a dog more appealing but merely show that dogs are smart and you can get a lot out of animals if you take care of them and put the time into them. Emotional....well I guess it is what it is. Everyone will have their different take on the ad, yet emotionally it did not effect me.
leezak's comment, April 9, 2013 5:31 AM
This advert did get everyone talking though and I did hear about it a lot from numerous sources. Good on mini for supporting it :)
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Yellow Appoints True As Agency Partner | Scoop News

Yellow Appoints True As Agency Partner | Scoop News | IMC Concepts | Scoop.it
The decision to put its first campaign for the year out to tender comes at a time when Yellow is transforming its business to offer digital marketing services as well as its traditional print offering.
Victoria Hansell's insight:

This article is especially relevant to IMC partners and is evident that Yellow went through a rigorous process to select their advertising agency partner.

It's important to note that Yellow is evolving with major transformation of their business from traditonal print to digital marketing services - so they would need a top notch agency.

It seems Yellow was impressed with the creative ideas that True delivered from the tender process. Well done True!

Yellow appears well set up with a PR and Media agency in the line up too. Perhaps we can expect some great things from Yellow this year...

Can anyone recommend a good advertising, PR or media agency that they've been impressed with?

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leezak's comment, March 21, 2013 4:36 AM
A good advertising agency that I worked for recently was Saatchi and Saatchi, I was very impressed with there professional approach and all around experience. Overall an very relaxed working environment and pleasure to be apart of an amazing campaign. They achieved the desired outcome the client was after and the client was over the moon with the final results. Maybe Yellow should look to invest in a world class agency like Saatchi and Saatchi :)
Kiran Ramji's comment, March 21, 2013 6:31 PM
this was a very interesting article, ties in nicely with IMC. Unfortunately I'm not too familiar with any media agencies. nice read though
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How to Create an Integrated Marketing Communication (IMC) Strategy for your Small Business

How to Create an Integrated Marketing Communication (IMC) Strategy for your Small Business | IMC Concepts | Scoop.it
Learn how to integrate all of your company's marketing channels and seamlessly present a unified message to customers.
Victoria Hansell's insight:

This article easily explains that integrated marketing communications means integrating all the company's marketing channels together, to deliver a clear and unified message to customers. Expected results is maximising cost effectiveness, sales and brand equity. 

I really like and appreciate the 'easy to understand' format of how this article explains the 4 IMC principles in developing an IMC strategy - Develop IMC Goals, Know your Customer, Check for Consistency and Audit your Marketing.

I think the article is especially relevant for the target audience and believe it will help small business owners quickly grasp and understand the IMC principles (in the broader sense) to start and implement an effective IMC strategy.

I agree with the end of the article stating to have patience and deliver constant  consistent messaging - this will help the targeted audience to better understand the business and its market offering, in a more clear and effective way.

Does anyone have any comments to make about the 4 main IMC principles in developing an IMC strategy? Do you agree or disagree? Has anyone found any related information on IMC strategy and implementation?

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leezak's comment, April 9, 2013 6:12 AM
Yep I have a couple of good reads of articles in http://www.scoop.it/t/perceptions-of-imc
leezak's comment, April 9, 2013 6:16 AM
Check them out and see what you think there are two that are worth a read these are below and they give you a really good outline and understanding to IMC strategy and ways to implement them. "Integrated marketing communication requires a new way of thinking" article and "Top 10 Content Marketing Strategy Mistakes, and How to Correct Them" worth a read anyway.
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Strategies for direct marketing

Are you getting the most from your direct marketing? Make sure your direct marketing campaigns are target, measurable, and ethical.
Victoria Hansell's insight:

I like how this article includes measurement targets and ethical considerations as part of developing direct marketing strategies. The break even point is important and relates to any marketing investment.

This article also highlights the importance of analysing a database to understand its target audiences - this is crucial as the marketing, media and communication strategies and objectives follow on from this.

The important thing to remember is - does the use of direct marketing benefit the company, will this method be effective in targeting the audience, and will consumers readily accept this form of marketing (as more invasive).

What are your thoughts about this article?


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Online, Offline Marketing Budgets Worldwide to Rise in 2013 - eMarketer

Online, Offline Marketing Budgets Worldwide to Rise in 2013 - eMarketer | IMC Concepts | Scoop.it
This year, companies worldwide will grow their digital and traditional marketing budgets, buoyed by a stronger economy and increased consumer confidence.
Victoria Hansell's insight:

An interesting article on the increasing spend for both online and offline marketing. It also highlights that marketers prefer to rely on digital results as this is quantifiable, although due the vastness of data these days, analysis is increasingly becoming more challenging.

I was also curious about the stats relating to paid search and emarketing as being the most effective to measure return of investment, and that other digital channels were more difficult to measure.

I expect that digital technologies will develop quickly in the near future and will be able to better measure ROI.

Why do you think that measuring traditional marketing increased and digital marketing decreased? - was this all due to the data analysis becoming more challenging or are there other reasons too?

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leezak's comment, April 9, 2013 6:08 AM
I am unsure why this happened or the statistics were the way they were..it kind of makes no sense to me but I guess technology may play a part in this. As sometimes technology is not always the most reliable and accurate forms of analysis. This could be due to the digital channels becoming more vast then the likelihood of gaining an accurate measurement of them could in fact come back some what distorted. I guess that would be my only reasoning.
Kiran Ramji's comment, April 9, 2013 5:45 PM
i wouldn't have guessed that digital marketing had decreased while traditional marketing has increased. technology is evolving nearly everyday and it has a huge impact on society, personally i thought this would be the most common way to market a product. however the reason that traditional marketing is increasing maybe because its what worked in the past and still continues to work for firms.. why change whats already giving you the results?
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Using Customer and Peer Reviews to Generate Revenue and Loyalty

Using Customer and Peer Reviews to Generate Revenue and Loyalty | IMC Concepts | Scoop.it
If you open up your site and other online presences for honest customer and peer reviews, you will benefit greatly. Discover how and why.
Victoria Hansell's insight:

Yes, I'm a firm beliver that people trust peer reviews rather than the branding messages that companies convey. Customer reviews may heavily influence new customers in making purchase decisions with companies they're not too familiar with.

I take customer reviews with a grain of salt as everyone has a different view,  perspective or expectation when consuming products or services. And alarmingly, I have noticed that there are some sites where the customer reviews are too alike - making me question if they're actually credible sources that we can trust? - which makes me not want to make a purchase because the company has given an impression that they're not genuine with what they say, and as a consumer - it makes me question the quality of their product or service, or how they will treat me if I wasn't happy with it.

Has anyone else come across sites like this, and what is your opinion on customer reviews?

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leezak's comment, April 9, 2013 5:45 AM
It is interesting that you feel the same as me Victoria. I defiantly do not take customer reviews seriously. Particularly when it comes to restaurant reviews or dine out style evaluations. Automatically the thought that comes to mind is that the restaurant owners have written the reviews from a fake or a friends email address or ID, in order to gain business out of it. It really is a catch twenty two situation. If I am looking at going out, I would never use customer reviews as an indication, I would trust word of mouth over the use of customer reviews and I am glad that is the way it is.
Kiran Ramji's comment, April 9, 2013 5:39 PM
i dont take customer reviews that seriously. unless its a really expensive purchase i may consider them however the fact that i've done the research and made an evaluation to purchase the product i'll go ahead and do so.
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9 Things to Know About Influencing Purchasing Decisions

9 Things to Know About Influencing Purchasing Decisions | IMC Concepts | Scoop.it

If you want to get people to buy your stuff, you need to understand how people make purchasing decisions.

 

Victoria Hansell's insight:

I really like this article as it describes what influences consumer purchasing behaviour. However I note, that this is a very simple article and there's a lot more information available that can explain more about consumer behaviour and their purchasing decisions more in depth.

I found number 6 "For retail stores, flooring matters" quite interesting as I don't believe that I would be influenced with making purchase decisions this way, but then that's my cognitive and rational side of thinking, not my emotional or subconscious side!

What do you think about this article - do you agree with the 9 influences and would your purchase behaviour be influenced with a retail store's flooring?

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leezak's comment, April 9, 2013 5:51 AM
I defiantly have reason why I shop and trust certain brands and stores over others. I found this article to be really interesting also Victoria, a good find :)
leezak's comment, April 9, 2013 6:00 AM
For me though I would relate more to the 8th fundamental of things you need to know about influencing purchasing decisions. The 8th being about emotional decisions, rational and justifications. To me this is of huge importance when buying particular one off pieces or sentimental items, the emotional rule would always come into consideration i.e. buying a piece of maori artwork, it has huge sentimental value to me but also its heritage so the emotional, rational and justification fundamental would heavily apply.
leezak's comment, April 9, 2013 6:01 AM
This quote about the 8th fundamental really has an impact. “This process seems to be happening somewhat unconsciously, people are not really aware they’re coming up with these justifications. What is even more interesting is that people who claim that emotions are not that important, who consider themselves to be really rational, are actually more prone to fall into this trap.”
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Brand Management - Meaning and important concepts

Brand Management - Meaning and important concepts | IMC Concepts | Scoop.it
Brand management includes managing the tangible and intangible characteristics of brand. It means defining the brand, positioning the brand, and delivering the brand.
Victoria Hansell's insight:

This article provides indepth information about the importance of a brand and how to manage a brand.

Brand management is all about making, developing delivering and maintaining the 'promise' of the brand.

The importance of a  brand helps differentiate the company from its competitors, helps create  customers emotional connections to companies products and services, and simplifies purchase decisions.

The brand is what customers reference to from past experiences, and is what develops their expectations of a particular company's products or services.

I'm one of those brand loyalists that will stick to a brand if I like it, my two favourite brands are Apple and Katmandu.

I like Apple as it continously provides fresh and innovative products that are cool and funky, useful and easy to use.

I enjoy wearing Katmandu as it's always comfortable, practical and are good to travel with - so that's my emotional connection to the brand - what's yours?

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Victoria Hansell's comment, March 20, 2013 5:49 PM
Yes, it's interesting to see that the more well known and popular global brands produce top quality products that sell at quite a high price - goes to show that people are prepared to pay a lot more for a better product and will tend to stick with that brand if they continue to deliver.
leezak's comment, March 21, 2013 4:44 AM
Absolutely I agree with both of your comments, brand loyalty is the key. Isn't it amazing how we have recently been through a recession or down period, but more so how people have managed to maintain their brand loyalty. Take Nike for example Kiran, now Nikes products are not the cheapest nor most affordable by any means....yet loyal customers are still paying top dollar to keep up with the latest trends and wear Nike. Representing NIKE :)
Victoria Hansell's comment, March 21, 2013 6:59 PM
I agree, the recession has stopped some people from buying top quality brands, but not everyone. Nike is likely to survive and continue to thrive in recession times - it would be interesting to find out how much the recession has affected profits for some of these global brands.
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Integrated Marketing Communications - Meaning and its Components

Integrated Marketing Communications - Meaning and its Components | IMC Concepts | Scoop.it
Integrated Marketing Communication (IMC) refers to integrating all the methods of brand promotion. Lets discuss the various components of integrated marketing communication in detail.
Victoria Hansell's insight:

Integrated marketing communications refers to the methods, use and synergy of brand promotion to deliver effective and consistent messaging to targeted customers.

This article explains in layman’s terms what brand promotion is, with the main purpose being to increase sales and revenue for the organisation, and the relevance of how integrated marketing communications affects brand promotion.

I really like this article as it clearly explains that integrated marketing communications is all about promotion of the product or service, the company and its brand, the customer experience and the communication methods and promotional tools used to market effectively.

 

There are numerous definitions explaining what "Integrated Marketing Communications" really means, and is probably due to the vastness and complexity of what this concept entails.

I think this article explains the very basics of what IMC is all about in the most simplest terms - does anyone else agree?

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TSZ HA FUNG's comment, August 22, 2013 9:08 PM
IMC is an idea of use how company should promote and communication by change of time. Because of the development of technology, IMC encourage use multi – communication channel to expend the marketing segment and message exposure, also build 2 way communication with consumer to increase loyalty and relationship.
Yunqi Zeng's comment, August 22, 2013 11:37 PM
I agree with Lucy. IMC represents an efficient way of communicate with consumers which gathered many channels that are used in different situations. It build up closer relationship between the consumers and the companies.
Rachel Chen's curator insight, October 2, 2014 10:52 PM

A simple definition of Integrated marketing communication (IMC) refers to integrating all the methods of brand promotion to promote a particular product or service among targeted customers. articles are the easiest and quickest to understand. Integrated marketing communications is crucial for organizations to promote their brand well among the end users, not only against their external competitors but also in the log-term survival.