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5 Key Principles of B2B Social Media Marketing

5 Key Principles of B2B Social Media Marketing | Integrated Marketing Communications | Scoop.it

As a B2B marketer, you know B2B industry itself has some differences in number of customers, decision-making process, purchase volume/frequency, customer service, etc, when compared with B2C.


Via Riaz Khan
Wen Gao's insight:

As a well organized organization, our customers should be able to know all the information related to our goods or services. That will influenced customers when they are making decisions. But there is also a chance to create confusion. Company ought to set up a specific work team consists of representatives from different departments or fields to formulate working rules, marketing strategies and plans, also implement campaigns.

The audiences you engage with in social media should not merely consist of your customers. They also include media, investors, suppliers & distributors, government officials, industry associations, industry influencers. The speed you respond to your audiences stands for the amount of sincerity you present to them. In many cases, the speed is even more important than the result. As a professional marketer or information provider, we should only provide useful information to our customer. Social media marketing should NOT be executed solely; it should be integrated with other marketing campaigns both online and offline. 

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Social Media for Startups - 21 Social Media Technology Questions Answered

Social Media for Startups - 21 Social Media Technology Questions Answered | Integrated Marketing Communications | Scoop.it
We answer 21 common questions that are asked by startups in relation to social media. Social media for startups can be confusing but this article will help

Via Cendrine Marrouat - cendrinemarrouat.com
Wen Gao's insight:

One of the advantages of social media is that they can provide kinds of free advertisement. Actually it is not totally free, because when you are managing your advertisement, it cost you very much of time. There is a useful tool called Google Keyword Tool. You can use it to figure out the amount that people search for your site on monthly basis. Guest posting on other influential blogs can be very beneficial to drive relevant traffic to our site. Make sure to have a good author bio which includes a link back to our site using relevant keywords that we want to be ranked on. In order to save our time as much as possible, we can use some useful software, for example, if we are using twitter, we can also use a tool named Hootsuite. Create a twitter list of all the influential people that you want to connect with and create a column within Hootsuite that tracks these.  Create other filters that are relevant to your business and separate them out in columns.

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Adil Tugyan's curator insight, March 2, 2014 7:09 AM

http://app.emaze.com/228116/social-media-in-education--etwion

Matthew *Matt Warren's curator insight, March 9, 2014 11:11 PM

Good starting point.

yundy wang's curator insight, August 31, 2014 5:21 AM

One of the advantages of social media is that they can provide kinds of free advertisement. Actually it is not totally free, because when you are managing your advertisement, it cost you very much of time. There is a useful tool called Google Keyword Tool. You can use it to figure out the amount that people search for your site on monthly basis. Guest posting on other influential blogs can be very beneficial to drive relevant traffic to our site. Make sure to have a good author bio which includes a link back to our site using relevant keywords that we want to be ranked on. In order to save our time as much as possible, we can use some useful software, for example, if we are using twitter, we can also use a tool named Hootsuite. Create a twitter list of all the influential people that you want to connect with and create a column within Hootsuite that tracks these.  Create other filters that are relevant to your business and separate them out in columns.

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ABC's of IMC: Creative Strategy

ABC's of IMC: Creative Strategy | Integrated Marketing Communications | Scoop.it

Via Wincy Cai, Wenyu Liang
Wen Gao's insight:

The core of advertisement is creating something new. Not only to catch peoples eyeball, but also to impress them, briefly introduce or explain what the product or the company is all about.

Undoubtedly, some advertisements are successful not on account for creative ideas, for example, using a star to represent. It achieves the goal of advertising for a certainty, but I think it is not because of the advertisement. The way that advertising develops has to be creating. No matter what type of advertisement it is, realism, utopian or abstract, the audience are focus on the idea that you showed to them.

To create, you need an idea. It is an easy story, but hard to accomplish. Sometimes the idea just comes out by itself, but when you really need one, it comes nowhere. There are 4 steps to explain the process.

Preparation: Gathering information needed to solve the problem through research and study

Incubation: Setting problems aside to let the ideas develop

Illumination: Seeing the solution to the problem

Verification: Refining the idea, polishing it and then evaluating it for its appropriateness

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Wenyu Liang's curator insight, May 13, 2014 6:16 PM

Advertising should be creative as it is a tool that helps brand to spread their information. However, it is a skill that makes the advertisement become interesting and attractive. As marketers might hard to tell advertisers what they exactly want, the advertisers should use the information that the marketers provide and present from its own way. Therefore, the marketers should tell the advertisers what kind of effect they want to receive and the core message of the product. Then advertisers should use the relevant information to make a funny, meaningful and attractiveness advertisement. And both marketers and advertisers should have ability to predict what is popular to the audience and fit for the target market. By the well communication between them will get the best result of the advertisement. As the article mentioned, the advertising campaigns are the company with a clear, straight-to-point theme which is easy for people to understand and remember. Like, Nike- Just do it and Wendy`s- Where`s the beef?, those are the good examples that attract people`s attention easily. Once the advertisement is fit for the selling idea, it will increase the sale volume and the popularity of people. Therefore, a creative advertising is helpful for a brand.

yundy wang's curator insight, August 31, 2014 5:24 AM

The core of advertisement is creating something new. Not only to catch peoples eyeball, but also to impress them, briefly introduce or explain what the product or the company is all about.

Undoubtedly, some advertisements are successful not on account for creative ideas, for example, using a star to represent. It achieves the goal of advertising for a certainty, but I think it is not because of the advertisement. The way that advertising develops has to be creating. No matter what type of advertisement it is, realism, utopian or abstract, the audience are focus on the idea that you showed to them.

To create, you need an idea. It is an easy story, but hard to accomplish. Sometimes the idea just comes out by itself, but when you really need one, it comes nowhere. There are 4 steps to explain the process.

Preparation: Gathering information needed to solve the problem through research and study

Incubation: Setting problems aside to let the ideas develop

Illumination: Seeing the solution to the problem

Verification: Refining the idea, polishing it and then evaluating it for its appropriateness

yundy wang's curator insight, September 14, 2014 12:54 AM

The core of advertisement is creating something new. Not only to catch peoples eyeball, but also to impress them, briefly introduce or explain what the product or the company is all about.

Undoubtedly, some advertisements are successful not on account for creative ideas, for example, using a star to represent. It achieves the goal of advertising for a certainty, but I think it is not because of the advertisement. The way that advertising develops has to be creating. No matter what type of advertisement it is, realism, utopian or abstract, the audience are focus on the idea that you showed to them.

To create, you need an idea. It is an easy story, but hard to accomplish. Sometimes the idea just comes out by itself, but when you really need one, it comes nowhere. There are 4 steps to explain the process.

Preparation: Gathering information needed to solve the problem through research and study

Incubation: Setting problems aside to let the ideas develop

Illumination: Seeing the solution to the problem

Verification: Refining the idea, polishing it and then evaluating it for its appropriateness

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5 successful Twitter marketing campaigns you should know about

5 successful Twitter marketing campaigns you should know about | Integrated Marketing Communications | Scoop.it

Twitter marketing Successful Campaigns


Via Giuseppe Medori
Wen Gao's insight:

As a social media, twitter has a famous example.

Volkswagen promotes their sponsorship of the Planeta Terra Festival. They hid tickets to the festival all over the city, and shared the location with users via a map. The trick was however, that the map (using Google Maps) would only zoom in to reveal the locations based on how many people shared the hashtag. The great thing about this campaign is that it’s a relatively simple mechanic, just done really well. There was no investment in an expensive app, just a creative an engaging campaign that got people hunting all over the city and engaging with the Volkswagen brand.

The campaign was a huge success for Volkswagen, as within 2 hours the hashtag was a trending topic inBrazil– not an easy feat. This campaign also worked because it was incredibly targeted to the right audience. They wanted to promote the festival to local people, and this was achieved by integrating the online element with the real-world treasure hunt. 

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Paige Mortleman's curator insight, May 15, 2014 10:39 PM

These are five successful marketing campaigns that use twitter to advertise there brand. The reason these campaigns all did so well and became trends was because they allowed for customer engagement the consumer was able to interact with the brand which is more engaging than just reading an advertisement. This article shows the power of Twitter as a marketing channel.

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Pew: Twitter Not a Reliable Indicator of Public Opinion

Pew: Twitter Not a Reliable Indicator of Public Opinion | Integrated Marketing Communications | Scoop.it
Twitter isn't a reliable source of public opinion, according to a study from the Pew Research Group.

Via Ruay-Shiung Chang
Wen Gao's insight:

Although social Media is very popular in the world, it still can’t reflect the public opinions. The trend or the main opinion on the social media may have difference with public voices. The sentiment on social media is not coming from the public. The users of social media are considerably younger than general public. And not everyone left their opinion, normally just people have question or disagree will leave a message to show their emotion. The trend on social media can’t represent public opinion. 

Social media’s trend is uncontrollable; the voice from newspaper might be chime in with capitalist, government or army. But the weakness of social media also exists. Sometimes the trend might be skew young and left, not anybody show their opinion on every event. People also can be misled by the provider of information, which means they might show their opinion on wrong news. 

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Art Weinstein: How your corporate image communicates value - Smart Business Network

Art Weinstein: How your corporate image communicates value - Smart Business Network | Integrated Marketing Communications | Scoop.it
Smart Business Network Art Weinstein: How your corporate image communicates value Smart Business Network Companies must manage a strong integrated marketing communications program consisting of advertising, selling, sales promotion, online, social...

Via ashley stanley
Wen Gao's insight:

A brand is the foundation for any company. A success brand can communicate value to its customers by creating singular corporate personality in a competitive market. Brand image is often associated with entertainment, fashion and technology markets, or even geographic areas - some of the best image marketing campaigns are tied to geographic areas, such as “I love New York” and “What Happens in Vegas Stays in Vegas”. These campaigns give customers a strong image about the brand because of its peculiarity. There are two components of an image, the one is “What the company does and says”. This part is about how the company gives identity and awareness to a certain brand and create brand image to the market in order to gain a firm foothold in the competitive market. The other one is “What the customer/market say about the organization”. This component is more important because as a company, they need to pay attention to the reaction and feedback from their customers and the market. They can adjust their marketing strategy according to the response of their customers. Because the main task of a success company is to fulfill customers’ needs and wants. Also the reaction of market is also very important, it is related to the competitive situation. Companies must manage a strong integrated marketing communications program consisting of advertising, selling, sales promotion, online, social media and public relations activities. Once a company launches a brand into the market, they have to create value and give image to their brand in the process of communicating with the customers and the market. 

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Sarah Nicholls's comment, March 18, 2013 8:36 PM
I didn't connect as well with this article as it's mostly based on American companies, but I did like the mention of the 'cool' factor. It is something that's important in this day and age and many business attempt to do it and get it quite wrong. Good notes on keeping the consistency in branding and making sure it represents what your company really does.
Eden Weaver's comment, March 18, 2013 10:38 PM
I think that this article is a good example of why brand image is so important. Having a clear and consistent corporate image across all media platforms ensures that your customers and stakeholders know exactly what kind of brand you are and what you stand for. I liked how the author mentioned 'coolness' as it can be hard to achieve and only a few brands do it right. What customers are saying about a brand so important and a consistent brand image contributes to brand loyalty.
ashley stanley's comment, March 21, 2013 6:36 AM
I agree with Eden, in the fact that the article stresses the importance of brand and the positive effects it could have when all marketing communications are integrated. Sarah, I actually enjoyed reading this article as I thought the author explained the idea of an integrated effort and branding (image) in a manner that was universal so it could be applied in any context (not just America). His terminology such as 'coolness' was also relevant to a variety of audiences, irrespective of origin which is evident as you both mentioned it as a positive point.
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What is Brand Positioning? — opento

What is Brand Positioning? — opento | Integrated Marketing Communications | Scoop.it
A brand is not just a promise – brands need to deliver.
Knowing how a brand really works is the key to brand positioning.
In the first of 3 posts on brand positioning this week, we look at how a brand works.

Via Neil Gains, Brad Trembath
Wen Gao's insight:

A brand means more than just a promise between the business and consumer. A successful brand can fulfill the needs of customers: benefits, experiences and emotions. When we see an outstanding brand, it will remind us of that bundle of associations. Brand identity is about defining, positioning a brand. A logo, design or even a slogan can stand for the identity of a brand that reminds customers of the products or services. As customers, we are facing different choices in consumption problems, a brand with strong association can help us make choices quickly and confidently. A successful brand should take brand vision, customer needs and competitive market into consideration. Brand identity can help customers to recognize and recall the brand more easily. 

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yundy wang's curator insight, September 7, 2014 1:58 AM

A brand means more than just a promise between the business and consumer. A successful brand can fulfill the needs of customers: benefits, experiences and emotions. When we see an outstanding brand, it will remind us of that bundle of associations. Brand identity is about defining, positioning a brand. A logo, design or even a slogan can stand for the identity of a brand that reminds customers of the products or services. As customers, we are facing different choices in consumption problems, a brand with strong association can help us make choices quickly and confidently. A successful brand should take brand vision, customer needs and competitive market into consideration. Brand identity can help customers to recognize and recall the brand more easily. 

heeyeon yoon's curator insight, September 25, 2014 9:54 AM

Brand aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

To suited relationship with consumer is through the product or goods of consumer service such as perception, feeling, experience, and confidence from the allegorical differentiation. To success in branding, company must understand what customers’ needs and wants.  The best brands become strongly associated with those benefits, experiences and emotions so that we all know what to expect from them.

Brand positioning is compressed and you want to pass a message to customers and the nature of the competition. The terms of the separate positioning statement that clearly summarizes the contents of the brand positioning. This should include the target customer, the business is essentially to provide value to customers, and competitors are differentiated ways.

Yuhua Hong's curator insight, September 30, 2014 12:39 PM

Branding is more than just simple promise. It is important to create brand awareness by delivering benefits, experiences and emotions. Such bundle of associations that customers perceive the company is the key to brand positioning. Finding correct associations helps to generate distinctive competitive advantages from competitors.  

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Business Marketing Techniques And Social Media Role

Business Marketing Techniques And Social Media Role | Integrated Marketing Communications | Scoop.it
Handling your business is a constant determination and a fixed goal. To improve your business, you have to plan more strategically. Social media helps t

Via Frank Mohnhaupt, Liwei Zhou
Wen Gao's insight:

Social media is becoming a hot means of integrated marketing communication in this day and age. Many companies and organizations have their own propagandist platforms with social media such as Facebook, Twitter or Youtube. Based on the article, a recent survey of social media states that 85% of online users have social media accounts. That means a company can reach lots of target consumers and have a chance to attract them by using the social media. The advantage of social media is that it can be used to interact with customers directly. A company can publish their new products and make a better communication with their customers. A successful business can not only set appropriate marketing strategy but also can keep pace with the times. Using social media is an efficient way to build bridge between the company and the customers.

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Autumn Valido's curator insight, May 14, 2014 11:01 PM

This is a great example of why businesses should join the social media revolution. Consumers today are more reachable online on social media websites than directly marketing to them on the street. Since the advancement of technology and apps on phones, businesses can publish anything about their brand anywhere and at anytime. By marketing your business through social media, it can enhance B2C interaction by directly advertising promotions, products and directly chat with consumers and receive insights on what your business is doing right and what can be improved. This method of marketing through social media websites can be very beneficial for brand awareness and reaching consumers on a wider level, and not to mention directly receiving consumer insights  rather than long surveys. 

yundy wang's curator insight, August 17, 2014 3:25 AM

Social media is becoming a hot means of integrated marketing communication in this day and age. Many companies and organizations have their own propagandist platforms with social media such as Facebook, Twitter or Youtube. Based on the article, a recent survey of social media states that 85% of online users have social media accounts. That means a company can reach lots of target consumers and have a chance to attract them by using the social media. The advantage of social media is that it can be used to interact with customers directly. A company can publish their new products and make a better communication with their customers. A successful business can not only set appropriate marketing strategy but also can keep pace with the times. Using social media is an efficient way to build bridge between the company and the customers.

yundy wang's curator insight, September 14, 2014 12:55 AM

Social media is becoming a hot means of integrated marketing communication in this day and age. Many companies and organizations have their own propagandist platforms with social media such as Facebook, Twitter or Youtube. Based on the article, a recent survey of social media states that 85% of online users have social media accounts. That means a company can reach lots of target consumers and have a chance to attract them by using the social media. The advantage of social media is that it can be used to interact with customers directly. A company can publish their new products and make a better communication with their customers. A successful business can not only set appropriate marketing strategy but also can keep pace with the times. Using social media is an efficient way to build bridge between the company and the customers.

Rescooped by Wen Gao from Integrated Marketing Communications | IMC
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7 Rules of Integrated Marketing Communications

7 Rules of Integrated Marketing Communications | Integrated Marketing Communications | Scoop.it
Integrated Marketing Communications is a Marketing Technique that makes sure that all of your sales, marketing and prootional approaches and communications have been carefully linked with one another to execute your overall marketing strategy....

Via IMCyclopedia.com
Wen Gao's insight:

7 golden rules in IMC: 

1. Get senior management involved;

2. Use different management levels;

3. Use a guide;

4. Concentrate on message clarity;

5. Start from scratch and work your way up;

6.  Always remember that the customer comes first;

7. Build relationships.

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yundy wang's curator insight, August 10, 2014 5:38 AM

7 efficient rules in IMC: 

1. Get senior management involved;

2. Use different management levels;

3. Use a guide;

4. Concentrate on message clarity;

5. Start from scratch and work your way up;

6.  Always remember that the customer comes first;

7. Build relationships.

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Why Do People Share Online? | Social Media Today

Why Do People Share Online? | Social Media Today | Integrated Marketing Communications | Scoop.it
Social Media (Why Do People Share Online?

Via Catherine Christaki
Wen Gao's insight:

Why do the people like social media more and more? Because people like sharing and that was not news. People have always share information, thoughts, ideas, emotions and experiences. The different for the time being now is that people sharing all that online. In general we share:

to bring valuable and entertaining content to othersto define ourselves to othersto grow and nourish relationshipsfor self-fulfillmentto market causes or brands

In the meantime, there are several ways people can chose to share, altruists, careerists, hipsters, boomerangs, connectors and selective.

Here are some tips to remember when soliciting replies, posts, or other online content. 

keep it simplehave a sense of humorcreate a sense of urgency

The most important thing is that it is not a secret to tell your best friend. It’s just like a snow ball. You want it be shared over and over again.

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What to Do When Social Media Is Not Working For Your Business

Is social media not working for you? Are you struggling to form a social media connection with your audience? Have you found that the recommended getting started tips and tricks for social campaigns just haven t resonated with your followers? The truth is, while there are plenty of audiences that respond well to social media marketing [...]This post What to Do When Social Media Is Not Working For Your Business first appeared on Social Media Examiner. Social Media Examiner - Your Guide to the Social Media Jungle


Via socialmediabizuk
Wen Gao's insight:

Social media can’t always satisfy all the people. Sometimes creating social identities and then essentially abandoning them because of lack of engagement does more harm than good to a business. Some industries have their specialty which means the most active community engagement portals in the industry aren’t social sites. Message boards may be more suitable for them. When we make sure there is a need of social media, then we have to put information in it. We can’t trust the industry pundits to tell us what will work best for every audience, so use our own metrics and gather your own data. After that, I suggest you to find out who are your loudest fans. If they aren’t your staff friends or family, try to make clear which content they are interested in. Use this data to refine your posting techniques to include content that’s likely to appeal to these users. Take another look at the data you gathered from your audience analysis and post experiments. Compare it to your established metrics and install analytics tools that will provide additional data to help you figure out whether your social marketing is working.

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Consumer Decision-Making Process And Social Media

Consumer Decision-Making Process And Social Media | Integrated Marketing Communications | Scoop.it

Ultimately, consumers face decisions. Consumers are a bundle of needs and they have to determine which needs to satisfy and how to satisfy them. Enter, the consumer decision-making process.


Via Riaz Khan
Wen Gao's insight:

There are five steps in the customer decision making process. Be aware of what the customer needs or wants. Then we will look at alternatives to satisfy that need. Then we have to rank the product alternatives. And then we made a decision. Finally, when we made up our mind, we should work on it.

The impact of social media on awareness, brand attitudes, and social norms is so strong we often refer to viral marketing or buzz marketing to reflect tactics designed to stimulate positive word of mouth.

Marketers using social media to know what the customers are thinking. That can optimize our profit. With the knowledge of customer decision making process, we can focus on what customers need and made our product rank the top within all the alternatives.

Understanding the consumer decision making process and developing social media tactics to make sure our brand is making the cut at each stage in the process will propel our brand to the top.

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How Reliable Is Twitter? [Research]

How Reliable Is Twitter? [Research] | Integrated Marketing Communications | Scoop.it
Twitter: Can You Separate Real From Fake Content?
While Twitter and related social media platforms have become the go-to resources for gathering information on real time events, the question must be asked: Are they reliable?

Via Thomas Faltin
Wen Gao's insight:

The world of media is comprehensive. As a example, twitter, are they really reliable?

The first tweet occurred within 3 minutes and the first photograph was posted within 4 minutes of the blasts. The top 20 tweets accounted for 6% of all Boston Marathon blast tweets and geo-location was included in 0.8% of the total tweets. Over 6,000 malicious Twitter user accounts were created during theBostonevents and later suspended by Twitter. Creation of these negative Twitter profiles surged right after the blasts. Analysis of the interactions among the suspended profiles revealed a closed community structure.

To maintain the credibility on social media, you can’t just show up and expect your audience to believe you. It takes on-going activity and engagement to build your following and credibility. And as an active social media participant means that you must be responsible and think beyond being the first one to share information.

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Psychology And Advertising- Elaboration Likelihood Model ELM

Little Timmy learns about persuasion in adversiting. Assignment for Applied Psychology. Written and designed by Lori Benoy and Sole Lander. Animation and Sou...

Via k3hamilton
Wen Gao's insight:

As advertisers, we always need the knowledge of psychology when we are doing advertisements. The main functions of advertising are inform, persuade and influence. Persuasion is a big function and also a main purpose of a n advertisement. One of the widely accepted models of persuasion is Elaboration likelihood model (ELM). This theory identifying two ways a communication can persuasive – the central route and peripheral route. The central route is associated with high involvement (use fact and logic), on the contrary, the peripheral route is associated with low involvement (use emotion and feelings). In an effective integrated marketing communication, marketers and advertisers should get aware of what type the involvement of their customers is, and then make the best strategy to fulfill their needs and wants. 

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emmaxingye's curator insight, April 27, 2014 12:31 AM

When the possibility of fine processing is high, the central path to persuade particularly will be very  effective. When this probability is low, the edge of the path is just effective.

yundy wang's curator insight, September 14, 2014 12:18 AM

As advertisers, we always need the knowledge of psychology when we are doing advertisements. The main functions of advertising are inform, persuade and influence. Persuasion is a big function and also a main purpose of a n advertisement. One of the widely accepted models of persuasion is Elaboration likelihood model (ELM). This theory identifying two ways a communication can persuasive – the central route and peripheral route. The central route is associated with high involvement (use fact and logic), on the contrary, the peripheral route is associated with low involvement (use emotion and feelings). In an effective integrated marketing communication, marketers and advertisers should get aware of what type the involvement of their customers is, and then make the best strategy to fulfill their needs and wants. 

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Nine Steps To An Integrated Marketing And Advertising Campaign - MediaPost Communications

Nine Steps To An Integrated Marketing And Advertising Campaign - MediaPost Communications | Integrated Marketing Communications | Scoop.it
Nine Steps To An Integrated Marketing And Advertising Campaign
MediaPost Communications
Some of the most successful brands and agencies are using social media analytics to manage their marketing campaigns on paid, owned and earned media.
Wen Gao's insight:

Once a business sets their brand position and targets certain market, they have to launch advertising measures through social media (paid, owned, earned). Here’s nine-step that the author kept up in order to help companies to get better results from the campaigns:

1. Create a plan with business objectives and strategies;

2. Define the metrics that define success;

3. Target audience analysis;

4. Define the social media that your target customers usually use;

5. Find out your influencers;

6. Cut the clutters and ensure the accuracy of your analysis;

7. Get aware of yourself, competitors and customers;

8. Manage campaigns with executive team;

9. Measure overall campaign impact.

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Sophie Portet's curator insight, September 28, 2014 12:07 AM

Here are nine steps to an integrated marketing and advertising campaign!

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The Importance of Branding for Businesses

The Importance of Branding for Businesses | Integrated Marketing Communications | Scoop.it

Branding is successfully creating a brand identity that will not only make your business more appealing in comparison to your competitors, but it will also convince consumers that in a sea of prospects, your business is the only one capable of satisfying their needs.


Via Alina Oleinik, ShaLino
Wen Gao's insight:

Based on many marketers’ ideas mentioned in the article, branding is most essential for a business because it makes a business or a brand stands out from the massive market. Like a person has his or her own personality, a brand should have its personality that is brand identity. As long the positioning and identity of a brand has settled down, the company can have the orientation of the development of the brand, make the appropriate marketing strategy and launch advertising campaigns effectively. It is more easily for customers to recognize and remember the brand according to its special properties and identity. Among the competitors, defining the brand is very important. If you don’t define your brand, you create the possibility that someone else will do it for you, including your competitors. Here’s a good example of brand identity – Coca Cola. People can easily recognize this brand based on the jingle, TV ads, packages, and the signature color – red. 

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Mohammed Bin Afif's comment, March 21, 2013 11:24 PM
I think that before a marketing campaign is launched the success of the current branding must be identified. Brands can change direction and if the old brand and what it stood for did not work the brand can be reinvigorated and what it stands for can be changed to breathe more life into it. An example would be cars, range rover was not doing well for a period and BMW bought the brand and reinvigorated it and now it appears to be very successful. Yes, the brand is unique, even if the product is not, therefore in a market saturated with the same or similar products to stand out it must be your brand which stands out and is differentiated from the competition, this is when a brand becomes very important. The brand identity and characteristics must be treasured and included in all advertising in an integrated marketing strategy so it appears in all advertising with the same message to keep the brand at the forefront in peoples minds.
Zakarie Murtagh's curator insight, August 23, 2014 9:07 PM

Such a great article on the importance of how IMC and branding is the crux of having  a strong, successful and working business, that is able to differentiate strongly from its competitors to gain a competitive advantage.

Rachel Chen's curator insight, October 2, 2014 11:36 PM

According to the article, a brand needs to be marketed and created so that it differentiates itself from competitors. If a company chooses not to distinguish itself from other competitors, than it faces the issue of competing brands building a better brand image. . The use of good company examples such as MacDonald's  Coca Cola and Apple are also evident, and they add to the thread of the article linking success to brand image. I think there are benefits to adopting integrated marketing communication with consumers, to strengthen the brand I think a clear uniform message must be delivered to consumers.

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Cutting Through the Clutter: 5 Characteristics of Winning TV Ads | Nielsen Wire

With 38 ads on average airing per minute across national TV*, breaking through the clutter is essential. According to a recent analysis from Nielsen, there are five common characteristics of TV ads that resonate with consumers.

Via NeilKelley
Wen Gao's insight:

New Zealand TV industry is walking on the right track, but there are still some weaknesses that we as marketers cannot be blind to. One of them is the clutters of TV ads. With the increase of number of ads, the clutters of the ads become a serious problem. Today’s customers not only care about the product coming from the ad but also the quantity and acceptability of the ads. Therefore cutting through the clutters is an essential work that marketers and advertisers should do. According to a recent analysis from Nielsen, there are five common characteristics of TV ads that resonate with consumers. Appropriate Humor – It can arouse the interest of audiences and increase their liking and memory both to the ad and the product; Relatable characters & situations - Audiences will connect with personalities and scenarios with whom they can identify; Simple & upbeat storyline – A hard sell ad is not so effective than a soft one , people can identify ads easily if they fit their personalities; Character dialogue to tell a Story – Today’s ads are not just about delivering information, it is more like telling a story to customers; Last but not least, build an emotional connection – if an ad can touch emotions, it can communicate with audiences better. To sum up, a good ad means it can arouse audiences’ recognition and recall. The clutters can cause resentment and resistance of audiences. To create a true winning commercial is not only an undeniable art form, we should pay attention to these techniques. 

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yundy wang's curator insight, August 10, 2014 5:40 AM

New Zealand TV industry is walking on the right track, but there are still some weaknesses that we as marketers cannot be blind to. One of them is the clutters of TV ads. With the increase of number of ads, the clutters of the ads become a serious problem. Today’s customers not only care about the product coming from the ad but also the quantity and acceptability of the ads. Therefore cutting through the clutters is an essential work that marketers and advertisers should do. According to a recent analysis from Nielsen, there are five common characteristics of TV ads that resonate with consumers. Appropriate Humor – It can arouse the interest of audiences and increase their liking and memory both to the ad and the product; Relatable characters & situations - Audiences will connect with personalities and scenarios with whom they can identify; Simple & upbeat storyline – A hard sell ad is not so effective than a soft one , people can identify ads easily if they fit their personalities; Character dialogue to tell a Story – Today’s ads are not just about delivering information, it is more like telling a story to customers; Last but not least, build an emotional connection – if an ad can touch emotions, it can communicate with audiences better. To sum up, a good ad means it can arouse audiences’ recognition and recall. The clutters can cause resentment and resistance of audiences. To create a true winning commercial is not only an undeniable art form, we should pay attention to these techniques. 

yundy wang's curator insight, September 14, 2014 12:53 AM

New Zealand TV industry is walking on the right track, but there are still some weaknesses that we as marketers cannot be blind to. One of them is the clutters of TV ads. With the increase of number of ads, the clutters of the ads become a serious problem. Today’s customers not only care about the product coming from the ad but also the quantity and acceptability of the ads. Therefore cutting through the clutters is an essential work that marketers and advertisers should do. According to a recent analysis from Nielsen, there are five common characteristics of TV ads that resonate with consumers. Appropriate Humor – It can arouse the interest of audiences and increase their liking and memory both to the ad and the product; Relatable characters & situations - Audiences will connect with personalities and scenarios with whom they can identify; Simple & upbeat storyline – A hard sell ad is not so effective than a soft one , people can identify ads easily if they fit their personalities; Character dialogue to tell a Story – Today’s ads are not just about delivering information, it is more like telling a story to customers; Last but not least, build an emotional connection – if an ad can touch emotions, it can communicate with audiences better. To sum up, a good ad means it can arouse audiences’ recognition and recall. The clutters can cause resentment and resistance of audiences. To create a true winning commercial is not only an undeniable art form, we should pay attention to these techniques. 

Rescooped by Wen Gao from 21st Century Public Relations
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Why Integrated Marketing Communications Is More Important Than Ever - Forbes

Why Integrated Marketing Communications Is More Important Than Ever - Forbes | Integrated Marketing Communications | Scoop.it
Why Integrated Marketing Communications Is More Important Than Ever
Forbes
I just may be the world's biggest integrated marketing communications proponent.

Via heidi groshelle
Wen Gao's insight:

Marketers should know which is the best channel to advertise their products or services to make it efficient and well-spreaded. As for millennials, the report shows that top sources of coupons and deals is newpaper. Retailers maybe think the internet coupons should be the most popular measure of advertising the products but it turns out to be the newspaper. As marketers, we really need to know integrated marketing communications in this day and age, it is very important for us to pick up the appropriate marketing strategy and target our audiences.

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Harley McGregor's curator insight, September 12, 2014 10:47 PM

A compelling article about the use of print advertising and coupons verses digital and how this relates to the overall IMC program in respect to the new aged demographics.

Nikhil Bhola's comment, September 24, 2014 9:24 PM
Marketers should know which is the best channel to advertise their products or services to make it efficient and well-spreaded and shows few charts of how the marketers are using the channels, how they have improved, how they are still improving how those coupon books are out and online offers are shown through their phones to printing them off. technology has played a big role and different channels target different consumers in different areas.
heidi groshelle's comment, September 24, 2014 9:30 PM
thanks for all the comments!"