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The Communication Mix

The Communication Mix | Facebook advertising pushing users away | Scoop.it
Offer a range of strategic marketing, public relations design and new media, and event management. Includes an overview of services and listing of clients.
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This article outlines the differences between the communications activities that encompass promotion and make up the communications. The article suggests that the mix is varied and the elements that comprise of the mix are dependent on many factors such as resources, product characteristics and the market itself. The article also articulates the importance of the other P's as forms of non personal communications that imply and communicate certain aspects of the brand to consumers, for instance a high price can communicate quality and vice versa.

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The Role of Direct Mail in the Modern Marketing Mix « iMediaConnection Blog

The Role of Direct Mail in the Modern Marketing Mix « iMediaConnection Blog | Facebook advertising pushing users away | Scoop.it
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This article is about how direct marketing through mail is still a valuable asset for IMC. Even with ever evolving technology such as email and the internet, direct advertising through mail can still have very good ROI.

 

Email marketing has a much lower rate of penetration than direct mail. This could be because of the technology its self, with threats such as viruses etc from email.

 

The key to implementing a successful direct marketing campaign is to identify where costs arise and areas which can maximize ROI. 

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Marketing Strategy and Planning: How To Avoid Marketing Budget Disasters | B2B Marketing Insider

Marketing Strategy and Planning: How To Avoid Marketing Budget Disasters | B2B Marketing Insider | Facebook advertising pushing users away | Scoop.it
Effective marketing strategy and planning allocates budgets based on what works and what doesn't. Do your leaders require a business plan for budgets?
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This article explains that planning is key to implementing a successful marketing strategy and sticking to marketing budgets. It asks the question of, what was successful previously? What was the return on investment for these plans and how can you make them more efficient going forward. The article also offers some tips to avoid marketing budget disasters

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Integrated Marketing Communications 101 | Enrollment Builders

Integrated Marketing Communications 101 | Enrollment Builders | Facebook advertising pushing users away | Scoop.it
Integrated marketing communications (or IMC) incorporates various advertising tools and media channels used within a marketing campaign to maximize success.
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This article explains the back ground of why IMC has developed into a concept and a process. It explains why IMC is beneficial to a business, and how to implement an successful IMC strategy.

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The Marketing and Brand Strategy Trends that Will Define 2013 ...

The Marketing and Brand Strategy Trends that Will Define 2013 ... | Facebook advertising pushing users away | Scoop.it
Guessing at what the future might hold helps us plot a course through it as we grow, change, and do better as businesses, consumers, and people. Here are a few of our predictions and/or hopes for the world of marketing and brand strategy in ...

Via Rebecca Downing
Steve Robertson's insight:

This article explains the possible directions marketing is heading this year and into the future. With the continued evolution of portable devices, many marketing companies are focusing on how best to use mobile devices as and effective channel of communication. In addition to this, the content that is pushed through these channels needs to be unique and relevant. By using effective content through these channels, marketers will be able to take a customer centric approach to target marketing.

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Making Your Customers Happy Through Social Media - Forbes

Making Your Customers Happy Through Social Media - Forbes | Facebook advertising pushing users away | Scoop.it
Making Your Customers Happy Through Social Media
Forbes
Today, social listening and analysis tools can help organizations identify an escalating issue.

Via IMCyclopedia.com
Steve Robertson's insight:

Social media offers a new touch point for stakeholders to interact with businesses, while also offering businesses the opportunity to gain an outside in perspective which they otherwise might not have been able to get.

 

Social media offers both a challenge and opportunity to businesses, as handling of customer relationship issues on social media sites can be very delicate, especially when customers post public comments in “the heat of the moment”. Businesses are able to use this channel to their advantage, when a business is seen to address and acknowledge an issue on a social media site, they are often given kudos which in turn helps build brand equity and brand loyalty. In some cases, a business maybe able to turn a angry customer into an ambassador for the brand just by handling an issue quickly and efficiently 

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Sam Russell's comment, March 21, 2013 9:43 AM
Social media is an ever expanding medium for marketing/marketers, however it poses oppourtunities both good and bad. The interactiveness is definitely a positive, for example on facebook, with the click of a few buttons you can follow your favourite brands - keep up to date with what they are doing or the plans for the future and it makes people feel part of the brand!! Also they have the ability to post about something and make information known in just a matter of seconds. I remember when nike came out with an illegal golf club a few years ago and had to do a stock recollection, it took them a whole week to make an advertisement on the issue whereas today they would probably use social media and make the issue known instantly!! However social media can be negative for a business/brand in that a customer can make their bad expernience been seen by thousands of people. In particular jet star has recieved a lot of harsh criticism through facebook in recent times. Not to many years ago it would take some effort to make a complaint public by going to a tv show such as fair go, whereas today it can be done through a personal computer!!
Rohan Berry's comment, March 21, 2013 6:27 PM
I agree Finn. The 'rapid' growth in social media is allowing consumers the convenience to share their opinions and experiences faster than ever before. With a few clicks, consumers can now share how good or bad their experience was with a certain product as well as suggest any changes they think would be a good idea for that product. The process of doing so has trimmed down so much from such a lengthy process of writing letters and waiting for replies to just getting on your computer at home and doing it within a matter of seconds.
Tau Mafi's comment, March 21, 2013 8:34 PM
This make sense that most consumers nowadays prefer the use of social media as part of their everyday life, as this a way of communicating to customers faster through social media it can help marketers easily identifies consumers wants and needs for improvements in regards to a company's product and or services. I also agree with the fact that in this article it states that it is the best way to attract consumers psychological behaviors of making them happy is through social media. In terms of mass media traditional media changes today into how consumers apply media into their life they preferably use the best faster way to receive information as most consumers love to control of the information they receive and how they should receive them. Consumers today considered social media as part of their everyday life therefore marketers should developed a better way to keep consumers happy in more faster but safer consumer engagement environment.
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Near Field Communications Set to Revitalize Direct Marketing

Near Field Communications Set to Revitalize Direct Marketing | Facebook advertising pushing users away | Scoop.it
Advances in NFC applications increase ease of the technology.
Steve Robertson's insight:

 This article is about new directions for direct marketing and IMC. it describes the possibilities of near field communication (NFC) which is beginning to appear in smart phones.

 

NFC is seen as a replacement to QR codes, it will allow users to much more easily get marketing information about products and services simply by waiving their NFC enabled device in front of collateral.

 

This also allows marketers the opportunity to be able to set up NFC spots where people often congregate e.g bus stops, where NFC enabled collateral will automatically send marketing messages to the users device.

 

This opens up new and exciting opportunity’s for marketers to be able to target and penetrate new markets

 

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Traditional Marketing Planning Is Wrong for Your New Venture

Traditional Marketing Planning Is Wrong for Your New Venture | Facebook advertising pushing users away | Scoop.it
A more nimble approach can help startups succeed.
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This article offers a new perspective to marketing planning, stating that planning of old is to cumbersome and slow to react to changing markets. New planning techniques need to use a different set of management processes focused on speedy action, learning through failure, and a premeditated approach to market experimentation that creates instant feedback.

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Strategic marketing planning frameworks for digital marketing - Smart Insights Digital Marketing Advice

Strategic marketing planning frameworks for digital marketing - Smart Insights Digital Marketing Advice | Facebook advertising pushing users away | Scoop.it
Strategic Marketing Planning Reviews – Using  simple frameworks to answer ‘where are we now?’ The start to any strategic process must be an appraisal of t. Marketing topic(s):Digital strategy development.
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This article explains how to begin the strategic planning process by using the "where are we now" approach. this is to assess how the company currently sits and what the goals are, from here a company can plan on how to reach its goals

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Integrated Marketing Communications 101 | Enrollment Builders

Integrated Marketing Communications 101 | Enrollment Builders | Facebook advertising pushing users away | Scoop.it
Integrated marketing communications (or IMC) incorporates various advertising tools and media channels used within a marketing campaign to maximize success.

Via SooJin Kim
Steve Robertson's insight:

This article explains the back ground of why IMC has developed into a concept and a process. It explains why IMC is beneficial to a business, and how to implement an successful IMC strategy.

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CHEN SUN's comment, August 22, 2013 6:17 AM
Well this is a really nice article reminds us of basic things need to consider when carrying out IMC strategies. It tells us the features of market, media and consumers which are three main and most important components in IMC like PR and marketing campaign. It also shows the importance of IMC because it is more efficient and can better communicate with consumers. At the end the author listed four tips to improve IMC but i believe the most important one is to know who you potential customers are because this can increase potential profits.
Analay Malamala's comment, August 22, 2013 6:46 AM
Good insights Shino, this article provides tips in which brands and companies should utilise for their own benefit, I do think that the different levels of management and areas within the business also need to take these tips and concepts as a resource for better ways in which they communicate and how to maximise and achieve their goals. You make very valid points Shino in your insights and I completely agree that IMC is consumer centric because without effective IMC practices and process, consumers would not exist. good read! good insight!
Linda Huynh's comment, August 22, 2013 3:17 PM
I would definitely agree on how this article defines the meaning of imc and how it should be used. Many businesses these days needs to consider the involvement and communication with consumers with such tools as the social media, via Facebook, Youtube and other blogging sites. Acknowledging consumers opinions when asked, advertising n billboards and doing surverys will increase consumer satisfaction. Having more satisfied consumers, produce more loyal consumers who will spread their opinions to others abou tthis great business, which then expand and lead to great success. Intergrated marketing communication, is an act of communication engaging one with another, involving a business or a brand. Allowing consumers to be together and creating an experience is a great influence in creating a core image and message of the brand in which the marketer is trying to gather and establish.
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What Social Media Can and Can’t Do -  stern

What Social Media Can and Can’t Do -  stern | Facebook advertising pushing users away | Scoop.it
RT : What Social Media Can... http://t.co/e48wQ1z2 #webdesign #marketing #socialmedia #contentmarketing

Via IMCyclopedia.com
Steve Robertson's insight:

Being able to adapt unique, relevant and consistent content via IT-based technology to the recipient is a key of any IMC. The days of short run ad campaigns may be over as social media means your ads are available for everyone to see forever. Keeping a consistent theme and image while delivering a promise to customers is the way forward with online advertising

 

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