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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | IMC |
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...
Lou Mancer's insight:

This article helps to give the reader an understanding on how to make SMART objectives. this is beacuse problems can often lie with tge objectives, therefore to succed you must get the first part right, which is often the obejctives. SMART Objectives are Simple, Meausrable, achievable and have the element of time. These objectives can help meausre the level of succes of ones project or brand. This could be helpful to any organistaion as it can help them move foward.

Corey McDevitt's comment, August 20, 2013 10:40 PM
As Lou said, often the problems within the business lie in the created objectives. Objectives are very important to any business, it can be looked at as the back bone of a businesses goal; simple, measurable, achievable, realistic and timeliness. It is crucial that a business gets it objectives right, so it can serve as a structure to becoming successful. No business wants to follow unrealistic, unmeasurable confusing objectives.
Manasi Ambavane's comment, August 21, 2013 4:07 AM
Hey Harshika very well written. I like this point you have written how organization have prepare objectives for the company. "When organizations are preparing objectives, they should consider using the SMART techniques which is short for simple, measurable, achievable, realistic, and lastly timeliness. " You have even explained meaning what SMART means in article very well. From these points i feel the "Realistic" is really important every organization looks forward to achieve their targets.
Daryl Peterson's comment, August 21, 2013 7:06 AM
Very well written Harshika and yes i totally agree with what you have said. Organisations who are in the planning stages should consider using the SMART technique which stand for Simple, Measurable, Achieveable, Realistic and Time Frame. I like the way that you have explained this making it very easy to comprehend. I feel that all organisations must understand each element completely when planning in order for them to be successful in the future. This technique can also help companies evaluate and change what they are doing wrong in order to meet these objectives by following the guidelines.
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What the Heck is Integrated Marketing Anyway?

What the Heck is Integrated Marketing Anyway? | IMC |
When I first started my business, several decades ago, I was determined to tell people that, mine was an integrated marketing firm.
Lou Mancer's insight:

This article shows that many people dont understand what intergrated Marketing is, and that many people understand it in different ways. It attempts to help people understand Intergrated marketing. The value of Intergrated Marketing can be very high, if utilised in the correct manner. As a marketer it is vital to understand how and why we must integrate our strategies and services together to get the most out of (for example) advertising campigns. Intergrated marketing is not a single stratergy, it is a delivery process of a marketing stratergy. This is critical because without multiple levels of a stratergy, the entire package of the stratergy may not be clear, or work in the way you want. 

Corey McDevitt's comment, August 13, 2013 12:05 AM
I agree with what Lou has just stated. Many people think many different things on what IMC really means. I for one, was unaware of what exactly IMC was, i had a slight idea, but this article gave me a far better understanding. IMC is extremely important to any marketer/s, it is the combination of tactics to help build one marketing strategy, which the tactics can be delivered in a variety of ways including the internet and offline tools. IMC should be a major priority to any marketer as it blends all strategical plans into a more simpler form for the target market.
Tennille Ziegler's comment, August 16, 2013 10:56 PM
Agreeing with Lou and Corey's comments about this article. I think it is a very valid point that many people do not understand what integrated marketing is. As it is a relatively new approach to brand management the lines are quite blurry between what falls under Integrated Marketing and what doesn't. I found it very interesting in this article where it said an integrated marketing approach is not a strategy, its the tactical delivery of a marketing strategy and this distinction is critical. I think many people would get confused with this, so the article has helped to clarify aspects of Integrated Marketing.
Nicola Marshall's comment, August 17, 2013 10:29 PM
I also agree with Lou comment, so many people don’t know what integrated marketing is, I myself am still trying to have a good understanding of it. I like the definition explain by the author of this article, they have made it a bit easier to understand by breaking it down. I think this article personally has cleared up a little bit of what it is for me but I am still a little confused myself as everyone has their own opinion on what it is.
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Why Consumer Engagement Matters in Sustainability | Sustainable Business Forum

Why Consumer Engagement Matters in Sustainability | Sustainable Business Forum | IMC |
The business world is undergoing a dramatic shift as it begins to value sustainability as a worthy policy to pursue.
Lou Mancer's insight:

Consumer engagement is rapidly becoming important to business that are seeking sustainability. This is due to consumer demand being one of the driving forces behind sustainability. Successful companies are now using consumer engagement extensively to help inform their sustainability practice. One way companies are achieving this consumer engagement is by Inter-level dialogue. The increased feed back and knowledge between retailers and consumers is becoming more and more necessary to ensure that consumers are still finding want or need for what the companies are offering. This is a great example of consumer engagement.

Corey McDevitt's comment, August 14, 2013 10:22 PM
This article has shown deliberately how important consumer engagement is to any given business. According to this article, businesses have seen sales increase due to a higher level of consumer engagement; "Many companies have also seen financial gains from increased consumer engagement.". Consumer engagement is really a win-win situation for every business, by engaging with the selected target market, it assures the producer what aspects of their product or service needs to be developed, which will ultimately drive sales up. Consumers feel a gain a trust and commitment if the business is showing effort towards consumer engagement, this is one reason why consumer engagement is a win-win situation.
Tennille Ziegler's comment, August 16, 2013 10:31 PM
This article explains how it is critical to engage with consumers for a company's success. They have given examples of clothing brands that are successful because they have a very high level of engagement with their customers. It also mentions that customers take into consideration corporate social responsibility of a business, therefore it is important for a business to communicate with consumers what they are doing as a company to give back to the community. They need to show they are being responsible and caring, and communicate this to consumers. Engaging consumers in their brand to inform them what they are doing can have a positive outcome for the brand.
Nicola Marshall's comment, August 17, 2013 10:58 PM
Consumer engagement should be import to companies as at the end of the day their main goal is to get us to choose their product over other brands with similar products. Building strong relationships with consumers builds brand loyalty, people are more likely to buy brands in which they feel care about the consumers needs. I think social media and digital media have made it easier for companies to connect with consumers and also get feedback from their consumers and with this knowledge they can fix any problems with their products that may arise.
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Branding Strategy Insider | Brand Messaging For A Strong Emotional Response

Branding Strategy Insider | Brand Messaging For A Strong Emotional Response | IMC |
Lou Mancer's insight:

This article highlights the fact that for an advertisement to succeed effectively it must trigger an emotional response. In this article it shows readers a number of guidelines to aid with receiving a strong emotional response. The author talks about making the advertisement memorable, this often doesn’t happen as ad agencies set a fast pace. Another aspect that the author talks about in this article is keeping it simple; advertisements have a very short duration, therefore companies should make the most of the short time.

Corey McDevitt's comment, August 12, 2013 11:47 PM
This article emphasizes how agencies and businesses need to develop there advertisement to generate the best possible emotional response. The author goes through the steps that should be carried out to help achieve the best advertisement from a consumers point of view, by how we react to different tactics to advertisement. I would defiantly recommend a read of this article if i were choosing to create advertisements.
Tennille Ziegler's comment, August 16, 2013 11:11 PM
In regards to this article and the above comments, it focuses on playing with people's emotions. It gives tips on how to reach the consumers emotions through advertising. I found this very interesting and the tips are useful as current advertisements are quite unemotional and the ones that do trigger emotion seem to be successful. It gives a refreshing look at how to create advertisements that will trigger some form of emotion and will be more memorable. Creating an emotional response is a crucial part of integrated marketing.
Nicola Marshall's comment, August 17, 2013 10:22 PM
I thought this article had good idea when it comes to connecting the consumer’s emotions to the product. I think the guidelines shown in this article are really relevant. As I was reading this It made me think about how I relate to things myself, for me any marketing or advertising if it’s going get my attention it has to be short, to the point and memorable. It must be quite hard for marketers to get our attention these days as every product is trying to do one bigger than the other.
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Brand Management Guides: 5 Elements of Managing your Brand

Brand Management Drivers: Developing and managing sustainable brands requires a disciplined system of delivering exceptional and relevant experiences for the customers and stakeholders through effective connections and ongoing engagement as well as...
Lou Mancer's insight:

This article attempts to show how a company could manage their brand. A brand requires a disciplined system of delivering the best experience and products to the customer and the stakeholders. There are five drivers of brand management, these drivers are: Experience, connection, engagement, advocates and promise. These drivers help manage your brand over time. Brands need to maintain consistency; this will help ensure that the brand that customers and stakeholders see has the correct image for of the company. 

Corey McDevitt's comment, August 14, 2013 10:09 PM
Like Lou has said, "a brand requires a disciplined system of delivering the best experience and products to the customer and the stakeholders". Having a successful brand that consumers trust and support is the most important aspect to any business. A brand can't be just created then left, businesses have to maintain their brand image, making sure that satisfying their target market is their number one priority. A brand reflects the business behind it, with a forgettable inconsistent brand, you automatically assume that the business behind it is not worthy of being successful.
Tennille Ziegler's comment, August 16, 2013 10:43 PM
Following on from Lou & Corey's comments this article is very clear-cut with the basics of brand management. I think it is a great piece to help you understand the fundamentals of brand management. The five steps of experience, connection, engagement, advocates and promise are all strong points that are crucial to having a successful business, and not just a business but a brand. I think the final point out of these five, (promise) is a very good one that summarises the other points. You need all of them to be successful and the overall outcome is promise. How you deliver your brand to consumers, how you engage with them and how you uphold your reputation. As a company becomes a brand they need to focus on all these factors to reach consumers and be successful.
Nicola Marshall's comment, August 17, 2013 10:42 PM
I agree also that this article has some good points on managing brands. They have put it in a very basic easy to understand way with very specific points that you need to have a successful brand. Experience is a big one I think, bad experiences for consumers and stakeholders defiantly have negative outcomes for business as word of mouth spreads quickly over social media. Maintaining brands with this simple system will be beneficial for those starting out and also those with well off established brands.