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Rescooped by Aviral Kochhar from Integrated Brand Communications
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3 Ways Google Is Making Marketing's Past the Future

3 Ways Google Is Making Marketing's Past the Future | IMC 2 | Scoop.it

When we look at the marketing landscape today, it's easy to see that the technology we need to do our jobs is evolving. The good news, however, is that tactics (link building, keywords, online press releases, search ads) that used to be staples of digital marketing are now being phased out or rendered ineffective. Rather than finding ways to game the system, we're returning to a place where creativity and strategy rule. And it's all coming from one surprising source: Google.

 

For years, Google was considered the company that hated marketing. But in recent years, they've embraced what we've come to call traditional methods of advertising, public relations and branding to make their platforms and products stand out. (Remember their first TV commercial? It's kind of fantastic.)

 

At the same time, the technical changes to Google's platforms and products make it harder for get rank quick schemes to have an impact. Instead, as this phenomenal post by Cyrus Shepard puts it, "SEO Ranking Factor #1 is Satisfaction." Making things more complicated for digital marketers, Google's own search advertising platform has been under fire for being ineffective.

 

Google appears to have a plan, though, and it involves the offline world more so than it does the online one. How so? Here are three ways:


Via Russ Merz, Ph.D.
Aviral Kochhar's insight:

This article is also quite a good one as Google’s advertising has been discussed here which is of my interest. Especially when Google was considered the company that hated marketing. But recent years they have embraced what we have come to call a traditional methods of advertising, public relations and branding to make their platforms and products stand out.

Authoship means that companies who do well and create valuable content are considered subject matter experts based on social performance will see their content rank higher in search.

Pay Per Gaze means that more the people come and visit an advertisement the Google will charge per visit of a person. This could be quite handy for Google as this supports advertising in many ways.

Relationship means Google build links instead release. Instead of making connection with influencers in the media we were sending out optimized press releases.

All this means Google was trying to advertise its own company with the help of other companies while charging them and making money. 

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Hendy Han's comment, September 26, 2013 5:33 PM
Great Insight Aviral, Google is definitely a great case to be studied. Google advertising is very famous, especially when online retails have been around and companies have started to making their move in digital world.
Jaklin Issaeva's comment, September 26, 2013 8:23 PM
I thought this article was insightful and useful when it came to the IMC concept because it gives a great example with the use of google. it shows a case of where the company didnt take traditiona measures but instead like Aviral said "build links instead release".
Rescooped by Aviral Kochhar from Integrated Brand Communications
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9 brands prove vulnerability is good for business

9 brands prove vulnerability is good for business | IMC 2 | Scoop.it

New media channels – digital, social media and mobile – change marketing from a monologue to a conversation. So, in the spirit of a dialogue, shouldn’t brands say, “I’m sorry,”  when they make a mistake?

Some do and even turn a misstep to an advantage when they:

Admit the mistake fastRespond with honestlySay what is going to be fixed

Here’s how 9 brands proved vulnerability is good for business.


Via Russ Merz, Ph.D.
Aviral Kochhar's insight:

In this article what I like was that how brands turned their mistake into good business points from which they could take advantages. Like how apple intended to give Google maps a swap with their own created maps which was a big failure since beginning. The company didn’t lose stride during a period when is was rapidly increasing sales and its stock price, article says that some companies change their mistakes into business and know how to handle the company in bad situations. And Apple is one of them. Few years back when apple launched Its Iphone 4 it had antenna problems and they quickly worked in the problem and fixed it with providing free apple case. So some companies know how to prove their vulnerability into good business. Article covers those companies in todays market who have committed mistakes  and accepted them and corrected them immediately by compensating its customers.

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Hendy Han's comment, September 26, 2013 5:09 PM
Nice Aviral. I found this article really helpful, especially to recover from a negative business occasion. As customers are getting more accessibility in a much easier way, being vulnerable at certain timing can be really effective.
Jaklin Issaeva's comment, September 26, 2013 8:06 PM
I agree with Aviral, I found this article really insightful because it shows that all business have venerabilities and some even make mistakes, the article gives great tips such as; admit the mistake fast, respond with honesty as well as say what is going to be fixed " a promise" of some sort. In such a competitive market, mistakes are going to be made, its how businesses deal with those mistakes that really counts.
Melika Trott's comment, September 27, 2013 12:12 AM
This is an interesting perspective. Where business we previously going with the 'never admit you're wrong' tactic, a new mentality is taking hold. Customers are much more likely to like and trust a company if they can see the human side to it, the side that makes mistakes just like the rest of us. I certainly makes the company seem much more reliable and approachable.
Scooped by Aviral Kochhar
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The Key Features Behind A Successful Marketing Campaign

The Key Features Behind A Successful Marketing Campaign | IMC 2 | Scoop.it

There are many successful and popular campaigns out there, but what exactly makes a good campaign?

Aviral Kochhar's insight:

This article I have selected is about marketing campaigns and what  a marketer has to keep in mind while creating brand campaigns. I really like the article as it has been said in the article that all brands are not the same they all share different values. No two brands are exactly alike and while a company comes up with good idea it need to fit around the image and tone of the brand. Here are seven factors very well explained and linked to advertising of different products and services.

The element of Factor ( waho factor )Emotional ReactionWitness something UniqueEncouraging InvolvementExperimenting will contentGive their actions a ResultJust a Humour

These all factors create value to the company’s brand and make them popular. It’s very important that every company should have its own image. And everything company keeps these factors in mind while creating an add.

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Hendy Han's comment, September 26, 2013 3:49 AM
I agree with Aviral. A great find. It really gives me insight and a better idea on how marketing campaign should be done and planned. The campaign has to be suited with the company value and main ideas.
Jaklin Issaeva's comment, September 26, 2013 7:58 PM
I thought this article was relevant to the IMC concept because it showed some great examples of successful campaigns and their execution strategy behind the planning process. The article shows that when a business is coming up with a concept for a campaign, you have to be creative (different) in order to be memorable. People engage with products or services more so when the product is more personally relevant or interesting to them. I thought this article did a great job in pointing out these factors when creating an advertisement.
Rescooped by Aviral Kochhar from Web site & Social Media Marketing
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5 Best Direct Marketing practices To help Your online business.

5 Best Direct Marketing practices To help Your online business. | IMC 2 | Scoop.it

5 Best Direct Marketing practices To help Your online business. Direct marketing has been the the majority of conventional method of online verbal exchange (5 Best Direct Marketing practices To help Your online business.


Via GrupoNeo
Aviral Kochhar's insight:

Considering Direct Marketing is one of the most important marketing platforms which companies are using these days. Reading this article clearly shows how direct marketing helps company’s owners and prospects. This article shows some really good points regarding direct marketing in today’s world. Article emphasises onto 5 main points.

Engaging titles clearing showing the title and making its look nice and attractive to the customers eyes.Minimize the pictures, means pictures are nice but too much images in your email arent good and things should be written. Images formats are also quite different all computers will not open all images because of different formats.Assure your webpage link are evident means that the website is fully functional at all time and its updates on regular basis.Related content means the sending information to people what’s related to the product and what they want to read instead.Analyse your email means that we read are email nicely and thoroughly before we send it out to other people to read. 
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Melika Trott's comment, September 27, 2013 12:19 AM
This article offers some good tips on good and effective communication. I believe direct marketing is the key to succeeding in todays compeditive world, so you had better do it right! Listen to tips in this article to implement success/
Min Li's comment, September 27, 2013 12:22 AM
Hi Sheenal, interesting article to read and I quite like the point you provided. This article talks about direct marketing practices for online business. I think company needs to note that consumers do not want to receive junk mails or unwanted messages about advertisements. Therefore, as companies, what they can do is to look into the consumer’s preferences and habits, and think about what kind of information consumers want to get. Then to make some changes to meet the consumers’ needs. Thank you for sharing a very interesting article.
Elaine Li's comment, September 27, 2013 1:07 AM
Hi, Joly, interesting article to read. This article talks about five direct marketing practices for online business. As you insight that the direct marketing is the most popular marketing strategy in organization. Direct marketing is easy to communicate with customer and introduce company product. The 5 best direct marketing practices are engaging titles, minimize the pictures, assure your web page link are evident, related content and analyze your E-mail. An engaging title will capture the target market and build interest for them to then explore the site. A title is usually the first thing that is read and therefore important that it is engaging. The above are the 5 Direct Marketing practices that will helpful to online business.
Rescooped by Aviral Kochhar from Integrated Brand Communications
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5 Lessons On Influencer Marketing And Brand Transparency

5 Lessons On Influencer Marketing And Brand Transparency | IMC 2 | Scoop.it

There are some marketing pros out there who think that influencer marketing is a game-changer. Social media has leveled the playing field so that it’s not just the Lady Gagas and Justin Biebers of the world that can influence a gaggle of girls to buy a new perfume – now everyone has the potential to become an influencer in his or her own career. Consumers trust their friends, family and advocates far more than they trust banner and TV ads, and they’re more likely to make a purchase because of a recommendation than a billboard.

 

As a brand champion for talent, I think it’s important to understand how influencer marketing is reshaping the way businesses market and sell their products and create brand ambassadors, so I recently sat down with three respected authorities in the field of influencer marketing.  We talked about the state of influencer marketing today, the impact that greater transparencyhas on the marketplace, and the increasing role that more transparent influencer platforms and tools will play for leaders.


Via Russ Merz, Ph.D.
Aviral Kochhar's insight:

This Article I have chosen is quite effective and relevant to our studies of marketing because marketing and brand transparency is quite important in today’s world. Social media has levelled the playing field so that its just not Laday Gaga’s and justin Biebers of the wold that can influenced a gaggles of girls to buy a new perfume. Social media also plays an important role in today’s marketing as its one of the major platforms which companies use to market their product. Very well said in the article that as a brand champion for a talent, I think its important to understand how influencer marketing is refreshing the way business markets and sell their products and creates brand ambassadors. I quite agree with the points mentioned in the artile as they relate to the marketing fields we have covered in our lectures.

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Hendy Han's comment, September 26, 2013 5:08 PM
Great find Aviral, this article is really necessary for today company. It is extremeley important to be as transparent as possible.
Jaklin Issaeva's comment, September 26, 2013 8:15 PM
What i liked about this article is that it really puts emphasis on how the social and digital media has become to dominant communication channel, but it gives everyone (consumers, potential buyers) the opportunity to be the influencer, as positive word of mouth is one of the strongest ways to engage with a person on a personal level. someone's opinion is so much more worthy than any advertisement seen on tv because of their "own" experience with the brand. could be either positive or negative. I feel that this article has done a great job in illustrating these points and is relevant to the IMC concept because influencer marketing requires transparency in order to be successful.