IMC AUT 2013
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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.
Avinash Kumar's insight:

This article discusses about measurement targets and ethical considerations as part of developing direct marketing strategies.

This article highlights the importance of analysing a database to understand its target audiences.

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David Yang's comment, May 10, 2013 12:53 AM
This article briefly talks about the definition of direct marketing such as Direct marketing encompasses face-to-face selling, direct mail, catalogs, kiosks, telemarketing, and more. Regardless of the form you choose, there are some critical considerations. However, then it focuses on the targeted campaigns, and measurement before start,and "ethical considerations and responsibilities". It also mentioned about the potential risks that some direct marketing techniques contain negative attributes that impact the targeted group. This may include invasion of privacy, deception, or fraud.
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Developing Effective Marketing Communication Mix | eHow

Developing Effective Marketing Communication Mix | eHow | IMC AUT 2013 | Scoop.it
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.
Avinash Kumar's insight:

This article is designed to assit marketers in developing an effective marketing communication mix and step by step instructions on how to do so.


The five steps include target audience, create key message points, identify apertures, write plan and identify tactics.


Its very important for marketers to utilise a variety and/or range of communication avenues, as it incdreases the overall effectiveness.


 

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David Yang's comment, May 9, 2013 11:38 PM
This article has clearly instructed how to develop an effective communication mix also referred to as "promotional mix". As a result, the communications plan will lay out your objectives, strategies and tactics needed for developing the most effective mix. I am sure by following these 5 steps will lead toward the success of an effective communication mix.
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5 Things Toddlers Can Teach You About Marketing

5 Things Toddlers Can Teach You About Marketing | IMC AUT 2013 | Scoop.it
The tantrums, the thrown food, the tears, and shouting . . . running an advertising creative department really is the ideal preparation for being a stay-at-home dad.
Avinash Kumar's insight:

emotions and its effects on the sucess of marketing.

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David Yang's comment, April 9, 2013 10:19 AM
1. EMOTIONAL BENEFITS SELL BETTER THAN RATIONAL ONES
2. DON’T ASK YOUR CONSUMERS WHETHER THEY WANT SOMETHING NEW
3. BONUSES ARE BETTER THAN BRIBES
4. NOTHING KILLS A BAD PRODUCT FASTER THAN GOOD ADVERTISING
5. MOVE BEYOND FUNCTIONAL EQUIVALENCE
Great 5 things to know and supported with good examples on the success marketing.
Andrew Wild's comment, April 9, 2013 5:11 PM
Twenty years ago, you paid more for a BMW because it would break down less than a Ford. Now they’re really equally good: BMW has to justify its price premium with better design, luxury cues, and superior service. Fortunately, it seems that people will pay for much more than function these days. After all, a $20,000 watch doesn’t tell the time any better than a $20 one, but there’s a market for both.
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The Need For Marketing Integration - The Defense Rests - Forbes

The Need For Marketing Integration - The Defense Rests - Forbes | IMC AUT 2013 | Scoop.it
Another survey reveals the seemingly never ending chasm that is the art of marketing integration.
Avinash Kumar's insight:

this article basically dictates the fact that any brand, business or company that deliver an integrated message to their end user, no matter who it is, is going to be more successful than the brand, business or company that doesn’t. 

WEEK 3 

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Mareta Simanu Sapolu's comment, March 20, 2013 11:51 PM
I also agree with the fact that bringing the role of IMC is well prepared and maintain a planning process that can be adjusted from time to time based on markets changes. I totally believe that company will be very successful when messages are deliver intergratedly it must also be direct to the right audiences of consumers at the right time and right place.
Andrew Wild's comment, March 21, 2013 6:45 PM
Any brand, business or company that deliver an integrated message to their end user, no matter who it is, is going to be more successful than the brand, business or company that doesn’t. Again boils down to the use of both online and offline arketing together
David Yang's comment, March 21, 2013 7:31 PM
I also agree with the fact that business or company will stay strong and success as they have consistently deliver the message that they want the consumers to know and memorable.
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Article - Brands at Risk: Restoring Trust through Consumer Engagement By Michael Fisher, Alterian

Article - Brands at Risk: Restoring Trust through Consumer Engagement By Michael Fisher, Alterian | IMC AUT 2013 | Scoop.it
Article - Brands at Risk: Restoring Trust through Consumer Engagement By Michael Fisher, Alterian
Avinash Kumar's insight:

This is what i have found for week one (consumer engagment). what you guys reckon?

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David Yang's comment, March 21, 2013 6:05 PM
Great article, it talks about the change of how the information flow nowadays and what it used to be. It provides the key points and challenges what the companies would be facing and gave steps of solution to find a way to survive 21 century marketplace.
Andrew Wild's comment, March 21, 2013 6:55 PM
the advent of social media and global technologies has caused a paradigm shift in consumer expectations. Today’s consumers are fully aware of their ability to participate in conversations with the companies vying for their buying dollars. Consumers are empowered. And they demand fresh, new strategies for receiving and interacting with the information that guides their decisions.

Consumer engagement is the currency of the new marketplace. The companies that thrive will be the ones who invest in services and technologies that leverage the power of the individual consumer.
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Integrated Marketing: Communicating One Big Idea

Integrated Marketing: Communicating One Big Idea | IMC AUT 2013 | Scoop.it
Integrated Marketing is about communicating one big idea across several media channels with one voice in order to reinforce the brand’s co
Avinash Kumar's insight:

This article discusss the ideaof Integrated Marketing and potraying it as One Big Idea.


Since integrated marketing is about spreading an idea through large amount of media channels as possible to increase exposure and also promote ideas; It all highlights the fact about launching your brand the best way you can.

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David Yang's comment, May 9, 2013 11:55 PM
I really like this creative video, it is easy to understand the idea of integrated marketing by simple messages,and pictures. And sum up with, one big idea, wise usage of integrated media tools, consumer experience and a brand navigator. Also totally agree with what they suggested on "how do you succeed". Valid points, stay communicate with all media channels of any brand activity and integrated them to send the message you want.
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7 Social Media Tactics Your 2013 Budget Needs to Succeed [Research]

7 Social Media Tactics Your 2013 Budget Needs to Succeed [Research] | IMC AUT 2013 | Scoop.it
To improve your marketing results from your social media strategies, start by acknowledging that consumers are active on social media venues to socialize.
Avinash Kumar's insight:

undertanding the integration in marketing abit better.

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David Yang's comment, April 9, 2013 10:25 AM
As social media matures, it's no longer a test outside of your budget. Adding to this pressure, social media conversion rates are low relative to other marketing strategies. Therefore you must coordinate and integrate social media marketing into your overall marketing plans to maximize efficiency and effectiveness.
In my opinion, i prefer the 4th and 7th tactics which are "Show your emotional side to increase virality" and "Continue customer relationships initiated on social media with email".
The reality is that social media has low conversion rates relative to email, according to Monetate. Going from social media engagement to "Buy Now" isn't effective.
Andrew Wild's comment, April 9, 2013 5:10 PM
To improve your marketing results from your social media strategies, start by acknowledging that consumers are active on social media venues to socialize. Then leverage the power of social media to engage with prospects, customers, and the public to build trust and continue your relationships on email and other owned media where you can convert them to sales.
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Integrated Marketing Communications Plan For Kilo King Pty Ltd ...

Integrated Marketing Communications Plan For Kilo King Pty Ltd ... | IMC AUT 2013 | Scoop.it
(Refer to Figure 1.5 Integrated Marketing Communications to Build Brand Equity (Kotler, 2009, p.511). Our target market analysis will suggest specific strategic locations and communication channels for the placement of ...

Via Mareta Simanu Sapolu
Avinash Kumar's insight:

The Hierarchy Effects Model, and strategic implementation of communication channel of IMC. 

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David Yang's comment, April 9, 2013 10:31 AM
Great article on how the following IMC plan for Kilo King seeks to identify the requirement for acknowledging various behavioural models and implementing specific marketing communications strategies throughout its campaign that will enable Kilo King to move their target audience from a mental state of awareness through to purchasing their products and eventually forging a long term customer relationship with the organisation.
David Yang's comment, April 9, 2013 10:31 AM
Great article on how the following IMC plan for Kilo King seeks to identify the requirement for acknowledging various behavioural models and implementing specific marketing communications strategies throughout its campaign that will enable Kilo King to move their target audience from a mental state of awareness through to purchasing their products and eventually forging a long term customer relationship with the organisation.
Andrew Wild's comment, April 9, 2013 5:13 PM
In an effort to meet Orgran’s organisational objectives in maximising profit margins, increasing our market share & maintaining our competitive advantage over both current and prospective direct and indirect competitors, Kilo King will strive to communicate its commitment to providing superior value to its target audience through its brand positioning throughout a strategically crafted and customer centric IMC campaign titled, ‘Live like a King.’
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Jane Austen's Guide to Brand Management

Jane Austen's Guide to Brand Management | IMC AUT 2013 | Scoop.it
Brand management might seem like a relatively new concept in our Internet-driven world, but one only has to look to classic fiction to realize that this concept has been pervasive for centuries.  T...
Avinash Kumar's insight:

i found this to fully describe brand managment and its importance to IMC. it analyses the processes required to accquire a successful brand and its managment .

WEEK 2 

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Andrew Wild's comment, March 21, 2013 6:52 PM
Branding is about more than just what your logo looks like or what your tagline or color scheme entails; rather, it is about what people think about you or your company and how they relate to it. Your reputation, and what people think of you, matters. Your character, as a person or a company, is all you have, so value and protect this above all else.
David Yang's comment, March 21, 2013 7:00 PM
The concept of brand management has been pervasive for centuries and it changes along as the world changes. Branding is about what people think about you or your company and how they relate to it which Keller(1993) stated Brand image: “perceptions about a brand as reflected by the brand associations held in consumer memory”.
IMC is not just a communication process, its a process related to brand management (Kitchen, Brignell, Li, Spickett-Jones, 2004). The strategy to all brand management is based on creative, accurate and honest storytelling. Keller said calls for effective strategies for integrated marketing communications in building and maintaining brand equity.