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Rescooped by Emily Liu from Integrated Marketing Communications | IMC
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26 Ways to Create Social Media Engagement With Content Marketing

26 Ways to Create Social Media Engagement With Content Marketing | IMC | Scoop.it
Collect product feedback; Host an online focus group via Twitter Chat; Conduct surveys and polls; Ask industry experts; Crowdsource blog content; Develop personas; Monitor brand mentions. The information you're able to ...

Via Benard Quek, IMCyclopedia.com
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Harriet Smythe's curator insight, May 15, 2014 2:39 AM

There is little point using social media for businesses if they don't make the most out of engaging with their consumers, this article makes some interesting points about how to engage with consumers and to get the most out of using social media platforms. 

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Brand Equity: In conversation with Rajesh Chandy | The Economic Times Video | ET Now

Brand Equity: In conversation with Rajesh Chandy | The Economic Times Video | ET Now | IMC | Scoop.it
There are better ways to advertise other than celebrity endorsements, says Rajesh Chandy, professor of marketing at London Business School.
Emily Liu's insight:

As the developing of technology and the change of people's lifestyle, communication channels are not just separated ways to touch the audience, but an vital strategy to spread the brand equity to the audience. 

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One simple diagram for getting your brand's social content right

One simple diagram for getting your brand's social content right | IMC | Scoop.it

So you have a branded social media account, and you’re following the first rule of social: Don’t be a dick. Good, but now what?


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Nicole Smith's curator insight, March 10, 2014 9:59 PM

In this article author Cate Owen, head of Social Media for a New Zealand media company, approaches the topic of branded social media accounts. The diagram that the article is based around is an important one that supports theory within the Integrated Marketing Communications framework.  As you will see, Owen suggests that content posted by a company must be: viral or engaging content, things the fans like, and on brand. A lot of companies have trouble incorporating all three aspects into their social media and this article reflects on how one could go about creating a more natural merge of the three sections.

 

I think this is a very useful and informative article, that reinforces what is taught in the IMC course about how it is important that your brand has a clear voice that is consistent across all marketing and social media.

Charlotte Rainsford's curator insight, March 12, 2014 2:11 AM

I think this diagram is a genius way to demonstrate or explain to those looking to market their brand/product etc via a social media platform.

In my opinion so many businesses make the mistake of just throwing out information to their 'fans' on the chosen social media platform and only view their content from the point of view of the business. Its important to consider how your content looks from the point of view of the 'fan' or potential consumer as these are the ones you are trying to attract with whatever your offering may be.

Although simple, i feel this diagram is a powerful tool to follow when posting to whichever form of social media you see fitting for your brand. Not only does it have to be viral or engagig content, it has to be somethning that will appear to your fans, otherwise whats the point?! The content also has to be something that fits in and represents your business to ensure consistancy within your brand.

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What’s Your Social Media Influence and Why Does it Matter? - Techvibes.com

Social media influence is about as close to “digital money” as you can get, and without that influence, you’re just
Emily Liu's insight:

Communication disciplines and creative contents need to cooperate with each other. The marketing influence of social media platform (eg. Twitter) could be effective just when some preconditions have been satisfied. We can't justify the influence only by how many followers a company has, but also need to consider about the quality of the engagement. 

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Building Your Brand Online

Building Your Brand Online | IMC | Scoop.it
Building Your Brand Online For your brand to succeed on the Internet in the long term, it is clear that strong brand-building skills are going to be required to survive and prosper. It is a question …
Emily Liu's insight:

The digital communication channels increase the online business greatly. I think one of the biggest reason is the customers of the online business use digital communication channels more often.

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Rescooped by Emily Liu from Retail marketing branding and consumer trends
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What Is Brand Equity and Why is it Valuable? | Aaker on Brands | Prophet

What Is Brand Equity and Why is it Valuable? | Aaker on Brands | Prophet | IMC | Scoop.it
What Is #Brand Equity and Why is it Valuable? http://t.co/WLkU0NtmEk #Retail

Via Paul Cronin
Emily Liu's insight:

The author view Brand Equity from a perspective of value, connecting the value of products, firms and also customers with Brand Equity together. I think this is a smart way to explain how valuable Brand Equity is.

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emmaxingye's curator insight, April 27, 2014 10:35 PM

Brand equity is the knowledge that consumer know about brand. Brand equity will affect consumer behavior including the purchase behavior and response to the marketing activities.
First of all, the brand is the intangible assets. The brand assets is a brand name as the core.
Secondly, brand equity will affect consumer behavior include the purchase behavior and then response to the marketing activities. Finally, the brand assets are attached to the consumer rather than depend on the product.
In my understanding the brand assets varies because of the market and the brand assets also have negative equity.
Thirdly, brand naming is the premise of formation of brand asset and  marketing and communication activities are the guarantee of forming brand assets. In the various marketing activities, advertising is one of the most important activities and promotional activities to occupy the vast majority of enterprise marketing budget. The use of advertising is to enhance consumer brand awareness which is one of the main investment in the company. In addition to advertising, other marketing activities such as product display also helps to increase brand awareness.
Finlay, the consumer products experience is the important key to form brand assets and can be reflected by these two aspects. First, the product experience is enhanced or modified based on marketing communication established association. Second, product experience leads to the formation of some association.