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Integrated Marketing Communications - Milestone 02
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5 Ways to Save Money on Direct Mail Marketing

5 Ways to Save Money on Direct Mail Marketing | Milestone 02 | Scoop.it
Create your next direct mail marketing campaigns for postcards, letter…
Enele Westerlund's insight:

Although saving money is always a good thing, this article advises to use a strategy where the cost is using the same old visual over and over again. Direct marketing is a good way to subtly show potential and existing consumers what your product is or information about it/how to find out more. As mentioned, studies have shown that people are more likely to delete/disgard an email than they are to trash physical mail. So even against their subconcious they are more likely to have the flyers (or DM material) in front of them most of the time. This article gives off a good, logical explanation of how DM can be less costly. 

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Blake Holmes's comment, September 26, 2013 8:31 PM
Enele this was a really interesting article. I agree with the notion that consumers are more likely to delete and overlook emails rather than physical mail. This article really explained the benefit of using direct marketing through mail and how it can be cost effective, and useful to engage with consumers. Thanks
JENNYHA's comment, September 26, 2013 11:23 PM
I completely agree that direct marketing can be a cheaper form of advertising. Especially when compared to other mediums such as television. I also agree that people are more likely to keep a direct marketing piece than an email. Personally, I delete advertising emails straight away. i find them really annoying, but I would be more inclined keep a personalised piece of direct mail. This means that it also has the potential to be seen by other people in my household, which increases reach.
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10 Places to Invest Your Digital Marketing Dollars in 2014

10 Places to Invest Your Digital Marketing Dollars in 2014 | Milestone 02 | Scoop.it
It's that time of year again.Yes, football is back! (And now it's on your phone.)And so is budget season.When it comes to budgeting for your marketing spend, digital likely makes up a big part of your playbook.
Enele Westerlund's insight:

A marketing plan can be very good but it would still need channels to reach the media appropriately. Some cases create a narrow target market, such as TVC's, which has a low selectivity rate. Radio's, which usually have a more fleeting and cluttered message. Although they all have their advatages. IMC needs planning and focus on integration in order for a market to associate a brand with appeal. Integration can also spill over to multiple platforms such as mobile devices, different analytical mediums, and different visual stimulation. A lot of people are different and have different perceptions - planning a solid brand integration allows people to notice more of what a company needs them to. This article explaisn the different levels and areas that is most suitable for a company to invest in. 

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Blake Holmes's comment, September 26, 2013 8:41 PM
Hi Enele, this article was beneficial to read as it explored all th eplatforms relevant to include when successfully integrating marketing efforts. I agree with the idea that planning a solid brand integration allows people to notice more of what a company needs them to. This article was great for identifying areas that a company should definitely invest in if they are to enjoy success in a business environment.
JENNYHA's comment, September 26, 2013 11:52 PM
This article would be very useful to many companies. Some brands don't incorporate integration properly, but they don't realise the benefits it could really have on their business. I agree with you that the consumer landscape is diverse and that everyone is different and how integration can really target the right kind of consumers for that company.
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Google Announces 1B Total Android Activations, Names Next Version ‘KitKat’ | TechCrunch

Google Announces 1B Total Android Activations, Names Next Version ‘KitKat’ | TechCrunch | Milestone 02 | Scoop.it
Apple made waves this morning when it announced its oft-rumored September 10 event, but Google isn't giving up the day's limelight without a fight -- according to a post on Sundar Pichai's Google+ page, over one billion Android devices have been...
Enele Westerlund's insight:

In today's marketing game, simply making an advertisement and throwing it out into the market is not how to create a succesful campaign. This article displays a joint venture between two huge companies, Google and Neste, where both are branding in a different type of segment, which makes logical sense. Following the psychological process for consumer decision making, Android had always chosen to use Dessert names for their operating systems, and most people are motivated by a visual or emotional appeal, which is sometimes desserts. Andriod users' perception of the new operating system would probably be positive as it would be something most people are already accustomed to. This could supplement a positve attitude formation towards the new branding the Kitkat and Android would be having. Kitkat would be able to have their name shown to 1 billion people that would constantly have that "awareness" strategy on their phones wherever they go. Anroid, being an OS in a phone that is virutally carried everywhere anyone goes, can probably have the psycho social consequence of constantly making people think of eating kitkat. 

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Blake Holmes's comment, September 26, 2013 8:53 PM
Really enjoyed this article Enele! was interesting and informative as this was something I had no prior knowledge of. This joint venture will be successful in my opinion for creating emotional appeal as KitKat is already a familiar and well known brand name. This kind of partnership is really interesting and in my opinion will be beneficial to both brands. Thanks
JENNYHA's comment, September 26, 2013 11:50 PM
I think there is so much potential for mobile advertising, like what Android have done and what this article talks about. Emotional advertising, as we all know, is the most powerful form of advertising, and utilising it on the mobile platform is genius. Consumers are always on their mobile devices, which makes it the perfect platform in which to engage them.
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What Social Networks Should You Use to Promote Your Business or Blog? | The Work at Home Woman

What Social Networks Should You Use to Promote Your Business or Blog? | The Work at Home Woman | Milestone 02 | Scoop.it
While it’s tempting to chase the latest social marketing trends, spreading yourself too thin and not fully understanding the various platforms will only hurt your marketing efforts.
Enele Westerlund's insight:

Week 8 - Direct Marketing

 

Although there are various methods when it comes to direct marketing, websites or social media are usually one of the more popular ones. Many marketers do, in fact, make the mistake of thinking that they NEED to be on every social platform available in order to increase market share, but the article here quickly summarizes why it is not imparitive that you do. Direct marketing is always good for awareness of presence in a market. Methods of DM like Facebook allow for a better consumer engagement. Of course, this is only the secondary phase as you would need to engage consumers and allow them to find their way to online places like FB (i.e. via flyers). 

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Blake Holmes's comment, September 26, 2013 8:35 PM
Hi Enele, another article that i found really interesting. The idea of social media is one that is constantly being identified due to its prevalence in society and its ability to provide fast, effewctive communication between businesses and consumers. While I think it is important that businesses are aware of the range of social media so as to ensure they reach a wider range of consumers, i agree with the idea that it is imperative to focus efforts predominantly on the most widely used platform. This will ensure the largest proportion of target consumers will enjoy effective communication with a brand and be aware of their presence online. Great article.
JENNYHA's comment, September 26, 2013 11:29 PM
I like how this article points out that it isn't necessary for brands to be present on every single social media platform. It's about knowing your consumer, finding out where they are spending their time and then being present on that platform. Sites, like Facebook, have the ability to build the consumer/brand relationship so it's effective to utilise direct marketing here. This will allow the company to talk personally to their consumer, which as you said, will better engage them.
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Interbrand – Best Global Brands 2012 - Coca-Cola

Interbrand – Best Global Brands 2012 - Coca-Cola | Milestone 02 | Scoop.it
Interbrand Best Global Brands 2012 brand profiles overview
Enele Westerlund's insight:

Week 06 - Comm Mix

 

IMC is a concept where the end result is brand equity. This is done by serving or catering to the stakeholders through a mixture of communication methods. The article here infers that the success of Coca Cola is not simply because of the taste, but the way that it is marketed. That is to say it's "brand promise of fun, freedom, and refreshment RESONATES nearly everywhere". Coca Cola doesn't just advertise thir product, they use methods that communicates their product in a psycho-social form. It's clear to see their creative strategy and tatics. Coke has organized their idea to convey a certain message that appeals to people and consumers with their decision making. 

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Blake Holmes's comment, September 26, 2013 8:45 PM
Enele this was another interesting article. Coca Cola is a great example of a brand that has created a well known and effective brand image and identity. Through the brand promise of 'fun' and 'freedom' I believe Coca Cola has created an image that is widely enjoyed and has made the brand significantly popular. The ability to communicate products in this way and to form a brand identity and meaning that resonates with consumers is the mark of an effective IMC campaign. This successfully ensures brand equity and is what companies should be striving to accomplish. Thanks
JENNYHA's comment, September 26, 2013 11:40 PM
I love the Coca Cola brand! I personally don't drink much coke but, as you have inferred, it is because of their advertising and marketing. The company has been SO successful in this respect and have created a huge, loyal following. Completely agree with your insights on this article.