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Rescooped by Scarlett Yeounju Kim from Consumer Engagement IMC at AUT
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Mobile provides unmatched consumer engagement tools for Fashion Week - Luxury Daily - Mobile

Mobile provides unmatched consumer engagement tools for Fashion Week - Luxury Daily - Mobile | IMC | Scoop.it

Via Ksenia Khor
Scarlett Yeounju Kim's insight:

The high end fashion industry has until now only been able to carry out limited targeting for specific customers because it could not find proper communication tools. Therefore the fashion marketers have had to rely on advertising to create value for their brand. However, mobile provided a new touch point for them. During the 2013 New York Fashion Week, smartphones were an essential element for the high end fashion marketer to provide a special experience for their customers. It provided more value both for customers who did not participate and who did participate in the show. Participating customers can upload their favourite designers’ clothes, comment their own thoughts and explore different opinions of other participating customers.  People who did not participate at the show could also check what was hot and new through real time streaming on the fashion show application or their friends’ Facebook and Twitter . This was enough to help to draw customer’s attention to the specific fashion brand. The main purpose of IMC is to build brand equity in order to maintain and increase awareness of the brand.  However, the high end fashion industry had to target only affluent customers because they could not find the right touch point to communicate with middle class customers.  However the industry now has an opportunity to expand their target market through smartphone applications - no matter how much customers are earning they are increasingly exposed to the brand. It also aids communication between customers and the brand and supports specific information for them. Through smartphone applications they can share their own story with their customers and can create emotional value between them. Emotions arethe strongest relationship between the brand and the consumer, based on feelings and emotional attachment to the brand. Therefore, if strong emotional value exists between the brand and its customers, the brand loyalty follows automatically. Creating emotional value can be tough work because it is intangible. However, it can be the only really effective method in our fast-paced contemporary technology era.

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Ksenia Khor's comment, May 6, 2013 1:01 AM
Absolutely! And I think through mobile marketers can actually create a real hype around an event or product.
Yuhang Wei's comment, August 21, 2013 6:43 AM
I agree with Holly's opinion. Now social media tools is becoming a important tool to deliver the value to the consumers. Many companies or organizations now use social media such as Facebook, Twitter to promote its product or service. This can be explained by IMC in consumer engagement.
Shichi Zhong's curator insight, May 15, 2014 1:45 AM

The high end fashion industry has until now only been able to carry out limited targeting for specific customers because it could not find proper communication tools. Therefore the fashion marketers have had to rely on advertising to create value for their brand. However, mobile provided a new touch point for them. During the 2013 New York Fashion Week, smartphones were an essential element for the high end fashion marketer to provide a special experience for their customers. It provided more value both for customers who did not participate and who did participate in the show. Participating customers can upload their favourite designers’ clothes, comment their own thoughts and explore different opinions of other participating customers.  People who did not participate at the show could also check what was hot and new through real time streaming on the fashion show application or their friends’ Facebook and Twitter . This was enough to help to draw customer’s attention to the specific fashion brand. The main purpose of IMC is to build brand equity in order to maintain and increase awareness of the brand.  However, the high end fashion industry had to target only affluent customers because they could not find the right touch point to communicate with middle class customers.  However the industry now has an opportunity to expand their target market through smartphone applications - no matter how much customers are earning they are increasingly exposed to the brand. It also aids communication between customers and the brand and supports specific information for them. Through smartphone applications they can share their own story with their customers and can create emotional value between them. Emotions arethe strongest relationship between the brand and the consumer, based on feelings and emotional attachment to the brand. Therefore, if strong emotional value exists between the brand and its customers, the brand loyalty follows automatically. Creating emotional value can be tough work because it is intangible. However, it can be the only really effective method in our fast-paced contemporary technology era.

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4 Reasons to Rethink Facebook Engagement - Small Business Trends

4 Reasons to Rethink Facebook Engagement - Small Business Trends | IMC | Scoop.it
Mike. 4 Reasons to Rethink Facebook Engagement | The Perfect Storm Team | Scoop.it. Joe. 4 Reasons to Rethink Facebook Engagement | IMC Week 1 Consumer Engagement | Scoop.it. Elana Winfrey. Tanya Smith Lorenz.
Scarlett Yeounju Kim's insight:

Social networking is a key tool to engage with customers. The most popular and largest social network is ‘Facebook’. Facebook has been very efficiently fulfilling the function of customer engagement so far. However, it is getting bigger and more crowded so that many marketers start doubting its validity. Yet, it is still loved and utilised by many audiences. Thus, as a business person who wants to boom their business one needs to make wise decisions about which tools they will use. Advantages and disadvantages always exist at the same time. Thus before making a choice between customer engagement tools, the business owner should first recognize what type of target market they have. Shawn argues that Facebook is not used much by adults and also its use has decreased, there has been a lack of engagement, and issues of noise and overload exist. However, young adults are still enjoying Facebook, which means if the business target market is teenagers it could still be successful. The social networking is a luxury - it is not compulsory but when users have free time they can participate. Also if the organisation is expanding, unexpected situations will always eventuate. However, this occurrence can result in positive attention.  Therefore the business owner should understand the function of customer engagement tools and their target audiences for boosting their business. The role of IMC is to create positive relationships with customers, which will build brand equity. Because there are many types of IMC tools, the key method to build and maintain brand equity may be to choose the right IMC tool.

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Scarlett Yeounju Kim's comment, August 19, 2013 2:40 AM
I agree with your comment Holly... the most important element of IMC's objective is specific target audience....
Yuhang Wei's comment, August 21, 2013 6:51 AM
Face book is now very popular in the world and it can be seen as a very successful engagement example in IMC. With no doubt, almost all companies today has its facebook link to attract consumers and integrate all information together by facebook. Even though Facebook is a social website, its function is more than just a social media website. Good article though to discuss and analyse the situation that Facebook's role in marketing area.
Shichi Zhong's curator insight, May 15, 2014 1:44 AM

Social networking is a key tool to engage with customers. The most popular and largest social network is ‘Facebook’. Facebook has been very efficiently fulfilling the function of customer engagement so far. However, it is getting bigger and more crowded so that many marketers start doubting its validity. Yet, it is still loved and utilised by many audiences. Thus, as a business person who wants to boom their business one needs to make wise decisions about which tools they will use. Advantages and disadvantages always exist at the same time. Thus before making a choice between customer engagement tools, the business owner should first recognize what type of target market they have. Shawn argues that Facebook is not used much by adults and also its use has decreased, there has been a lack of engagement, and issues of noise and overload exist. However, young adults are still enjoying Facebook, which means if the business target market is teenagers it could still be successful. The social networking is a luxury - it is not compulsory but when users have free time they can participate. Also if the organisation is expanding, unexpected situations will always eventuate. However, this occurrence can result in positive attention.  Therefore the business owner should understand the function of customer engagement tools and their target audiences for boosting their business. The role of IMC is to create positive relationships with customers, which will build brand equity. Because there are many types of IMC tools, the key method to build and maintain brand equity may be to choose the right IMC tool.

Rescooped by Scarlett Yeounju Kim from Intergrated Marketing Communications 2013
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Yahoo, Samsung promote consumer engagement with interactivity platform

Yahoo, Samsung promote consumer engagement with interactivity platform | IMC | Scoop.it
Yahoo and Samsung broaden their partnership to provide interactive, realtime television content.

Via Johnny Price
Scarlett Yeounju Kim's insight:

Yahoo and Samsung have opened a new paradigm to communicate between consumer and marketers and advertisers. It can provide various opportunities for consumer engagement. It refers to that consumers can react immediately when they are exposed to the advertising. Thus it can also achieve functions of personal selling and also direct marketing from the marketers’ point of view. This new paradigm helps to apply pull marketing for marketers. Indeed the pull marketing is a better method than push marketing I think, if there is B2C market. Because the target market is consumers, it would be effective to inspire consumers directly. However, pull marketing requires high budget, so that the small business entities would probably try push marketing more. Yet, Samsung and Yahoo roll out new concepts of smart TV. Thus it helps to both consumer and marketers to satisfy their need. Consumer can acquire the information they want in real time streaming and marketers can collect consumers’ reaction. However, there can be a security risk as well. It is real time interaction, so marketers need to prepare enough stocks and there needs to be proper ethical policies such as refund and delivery date. It can enhance relationship between consumers and the business but marketers have to keep in mind that if there is not proper preparation, the business will be negatively impacted..

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Samirah Bhamji's curator insight, March 12, 2014 8:05 PM

This article sums up pretty well how companies keep progressing in technology and how they keep improving and developing their skill sets over the years of their business. As it states in the article Yahoo and Samsung have experimented with the technology and bringing some advertisers through the system. Showing an upside opportunity for them and bringing a message to people in real time while they're experiencing content and advertising. I think it's a tremendous new opportunity for advertisers and marketers because it enables a direct response to a television commercial. Also giving an insight to future advertising and any gaps shown in the media market giving an opportunity for new content. 

Morgan Fletcher's curator insight, March 25, 2014 6:16 PM

this is a great opportunity for yahoo and samsung to broaden their partnership and offer something awesome to both the advertisers and marketers and also to the consumers that get to experience this

C hu ck's curator insight, May 14, 2014 6:25 AM

Yahoo and Samsung have opened a new paradigm to communicate between consumer and marketers and advertisers. It can provide various opportunities for consumer engagement. It refers to that consumers can react immediately when they are exposed to the advertising. Thus it can also achieve functions of personal selling and also direct marketing from the marketers’ point of view. This new paradigm helps to apply pull marketing for marketers. Indeed the pull marketing is a better method than push marketing I think, if there is B2C market. Because the target market is consumers, it would be effective to inspire consumers directly. However, pull marketing requires high budget, so that the small business entities would probably try push marketing more. Yet, Samsung and Yahoo roll out new concepts of smart TV. Thus it helps to both consumer and marketers to satisfy their need. Consumer can acquire the information they want in real time streaming and marketers can collect consumers’ reaction. However, there can be a security risk as well. It is real time interaction, so marketers need to prepare enough stocks and there needs to be proper ethical policies such as refund and delivery date. It can enhance relationship between consumers and the business but marketers have to keep in mind that if there is not proper preparation, the business will be negatively impacted..

Rescooped by Scarlett Yeounju Kim from IMC - Marketing communication partnerships - What are the benefits and limitations?
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Integrated Brand Communications: A powerful new paradigm | Carolyn Ray | brandchannel.com

Integrated Brand Communications: A powerful new paradigm | Carolyn Ray

Via Sophie Frakes
Scarlett Yeounju Kim's insight:

IMC is the interaction between a variety of marketing tools. Through that IMC works by engaging with customers to create significant synergies which aid to build and maintain brand equity. In order to maintain brand equity successfully understanding Integrated Brand Communications can be helpful. Within an Integrated Brand Communications program, the aim is to adopt a strategic approach that is focused on building stronger connections with clients or consumers. It is based on consumer-driven marketing. However, the author argues that the most important fact is to understand what their brand is. “Brand” is defined as a relationship that secures future earnings by creating customer loyalty. Therefore, in a way the brand is really more meaningful to customers than to the company itself. However, if the business understands their brand clearly they can recognise the factors that they need to contribute to brand value and in turn they can figure out what their target market is. Even though the business owner or marketers know their brand and target market, if there is no unique idea it is hard to lure the customers’ attention. Therefore in order to create a unique idea, marketers or business owners should study the customers’ attitude, their value position and perceptions and so on. The brand is intangible but branding is an organic process. For this reason the marketer needs to remain engaged with this process so that the brand of the company can be wilfully shaped in the midst of the changing economic and social conditions.

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Riley Grant's comment, May 8, 2013 6:07 PM
I agree that this article looks at integration from a different perspective. I think the most useful part of adopting IBM, rather than IMC, is that it is measurable. I think measurability has created the most controversy surrounding IMC. IMB focus would allow companies to truly understand how their efforts are affecting their brand, using brand evaluation. This would in turn would make the lives of marketers and agencies much easier.
Yuhang Wei's comment, August 21, 2013 7:01 AM
Very good article and quite interesting opinions. You did a good explanation about your own opinion and I totally agree with you. Branding is quite important in IMC and it need to be done by communicate with consumers to achieve the goal.
Shichi Zhong's curator insight, May 15, 2014 1:43 AM

IMC is the interaction between a variety of marketing tools. Through that IMC works by engaging with customers to create significant synergies which aid to build and maintain brand equity. In order to maintain brand equity successfully understanding Integrated Brand Communications can be helpful. Within an Integrated Brand Communications program, the aim is to adopt a strategic approach that is focused on building stronger connections with clients or consumers. It is based on consumer-driven marketing. However, the author argues that the most important fact is to understand what their brand is. “Brand” is defined as a relationship that secures future earnings by creating customer loyalty. Therefore, in a way the brand is really more meaningful to customers than to the company itself. However, if the business understands their brand clearly they can recognise the factors that they need to contribute to brand value and in turn they can figure out what their target market is. Even though the business owner or marketers know their brand and target market, if there is no unique idea it is hard to lure the customers’ attention. Therefore in order to create a unique idea, marketers or business owners should study the customers’ attitude, their value position and perceptions and so on. The brand is intangible but branding is an organic process. For this reason the marketer needs to remain engaged with this process so that the brand of the company can be willfully shaped in the midst of the changing economic and social conditions.

Rescooped by Scarlett Yeounju Kim from Consumer Engagement & Brand Equity
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The Importance of Branding for Businesses

The Importance of Branding for Businesses | IMC | Scoop.it

Via Duane Hulley
Scarlett Yeounju Kim's insight:

The fundamental purpose of IMC is to create and develop brand equity. There are various products in existence in the contemporary market. It also seems that the products are not very different from each other. Thus in order to make more profit from their products, companies need to create and plan their own unique marketing strategies. Here IMC helps to accomplish their unique marketing strategies. Integrating various marketing tools helps to familiarise consumers with the name, type and quality of a company’s product. This is the beginning of how brand equity is created. Consequently, brand equity enhances product reputation and it means that consumers are willing to pay a premium. Brand equity is not only for spreading the product name; it also requires the development of consumer relationships as well. In order to make the best relationship with consumers, company should create trust and a strong positive impression. These remain in the consumer’s mind and can create their perception of the product. Once created, this perception is hard to remove from the consumers. Thus brand equity is complex and hard to define, and it may need a specific strategy to create it. Thus, there will need to be further study of IMC in the near future

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Kevin yau's comment, August 22, 2013 6:07 AM
@Michelle Kim
It is true that the biggest impact is from the first impression of the brand or the product itself. Consumers often determine if they going to buy or not often by their feeling of the brand. And i strongly agree that you have said in you insight that bad impression or comment to the brand can be delivered very fast and damage the brand by those bad comments from other customers.
Leonid Bondarev's comment, August 22, 2013 6:29 PM
Nashali, great article. A in some cases the value of the brand in more important to the consumer then the value of the goods purchased. EG Nike shoes are only a few dollars of raw materials combined with labour costs. It the "tick" and the forever engraved into our mined 'Just Do It" slogan. These examples are endless. Why do we by a BMW or Audi over a Toyota.... Or why buy a Ferrari it its worth 5 time more and is slower then a Nissan GTR...

The moment where the brand identity and the product in the mind of a consumer are associated with the market category we know we reached ultimate branding success. EG what brand do you think of when thinking of smart phone category? Apple... Samsung!? :)
Ellie Bigsby's curator insight, September 29, 2014 6:54 PM

This article discusses what is a brand and the importance of brand identity. Brand identity is discussed holistically; how it helps a company and that its an experience and not just a logo. I was surprised to read McDonalds brand identity in a positive light as most associate it to being unhealthy and do not go near a restaurant. However, the example caused me to look at McDonalds from another angle.