IMC Milestone 1 & 2
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Rescooped by Jaklin Issaeva from IMC - Program Planning, objectives, measuring success
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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | IMC Milestone 1 & 2 | Scoop.it
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...

Via Julie Tarm
Jaklin Issaeva's insight:

I found this article to be relevant to the IMC process because it talks about good ways to jump start a new business with the appropriate preparition and planning. The article suggests some tips which consist of a plan that follows; simple; measurable; achievable; realisitic; timeliness proceducres. It is important for businesses to have a good execution strategy in place so that they can market their goods ans services to the right target audiences as well as knowing what/how to market those goods and services in order to gain/ maintain consumer engagement. It is important that business are able to measure the level of awareness, estimate set budgets and goals which they may or may not be able to achieve based on correct planning procedure. 

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KwanHyun Hong's comment, August 20, 2013 8:37 PM
This articles helps to understand and make five well-stated objectives. As stated in article, well-stated objectives are the most important key to success because they provide the foundation for measuring and evaluating the entire Marketing Communications Program. Objectives must be SMART:
Simple - Make sure you have only one objective per objective, Measurable - State the measurement metric as part of the objective, Achievable - builds over time and be credible, Realistic - Define objectives that are germane to marketing communications, Timeliness.
Rachel Wood's comment, August 21, 2013 11:54 PM
I liked this also, it was an easy to understand way of communicating SMART objectives. SMART is a great way to achieve things realistically
Kara Blake's comment, August 22, 2013 2:46 AM
For me this article was appealing because i use these S.M.A.R.T objectives in event management. Being able to relate to this article about intergrated marketing with events and setting goals and objectives make it simpler to grasp. I agree that goals and objectives should be broken down into realistic, achievable targets.
Rescooped by Jaklin Issaeva from Weeks 6 - 8 The communications mix, IMC program planning and strategy, Direct Marketing
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The Most Unforgettable Ad Campaigns Of 2012. Week 7 - IMC program planning, strategy and creativity!

The Most Unforgettable Ad Campaigns Of 2012. Week 7 - IMC program planning, strategy and creativity! | IMC Milestone 1 & 2 | Scoop.it
What do caring moms, extreme skydivers and the Three Little Pigs have in common? They’re all the subjects of 2012’s most unforgettable advertising campaigns.

Via Mike Kirkwood
Jaklin Issaeva's insight:

I found this article to be relevant to IMC because it gave examples of the most successful IMC campaigns of 2012 which used; program planning, strategy and creativity. All of these aspects are vital for a successful execution of a consistent message, thats intended to be spread accross all different channels of communication. With social media/ digita media taking over the industry, it is important for advertisers and marketers to think critically outside the box when coming up with new inovative ways to attract target audiences. With the amount of clutter, competiton and fast changing increases in technology development, it is crucial to come up with the right strategy through planning and creativity for campaigns to engage with consumers. I feel that this article gives some great examples of such campaigns which were executed exceptionally. 

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David Blomfield's comment, September 26, 2013 10:45 PM
This is an awesome article I thought the Microsoft surface was amazing, I kept watching it again and again. These ads didn't really sell the product but made an emotional connection with the consumers. This type of creative emotional advertising is very powerful and I believe this integrated marketing communication strategy could benefit many companies.
David Blomfield's comment, September 26, 2013 10:47 PM
This is an awesome article I thought the Microsoft surface was amazing, I kept watching it again and again. These ads didn't really sell the product but made an emotional connection with the consumers. This type of creative emotional advertising is very powerful and I believe this integrated marketing communication strategy could benefit many companies.
Ben Beguely's curator insight, September 27, 2013 1:16 AM

this was a good article it realy true the attention of the consumers. it was realy planned out well and very creative. not only did it draw consumers attention it it also made a personal to the consumers.

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8 Direct Mail & Social Media Marketing Mistakes Your Small Business Are Making

8 Direct Mail & Social Media Marketing Mistakes Your Small Business Are Making | IMC Milestone 1 & 2 | Scoop.it

I reviewed a well-known shared direct mail package recently and came up with these 8 suggestions that will help out every small business.

Jaklin Issaeva's insight:

I found this article to be relevant to the IMC process because despite social media taking over (the way marketers and advertisers communicate with their target audiences), direct mail can still play a vital role in communicating a message if executed correctly. This article makes suggestions on how small businesses can improve the execution of when using direct mail. The article includes things like; promote your social media channels; always link to your business social media channels;use more than social media logos; keep your social media pages updated; add more contact information on your mailer and the list goes on. I think that these tips are just some of the ways that could potentially help change the way that consumers perceive the concept of direct mail because direct mail could still be used as a great channel of targeting consumers, it just needs to be done in a way that doesn't overwhelm them with clutter and messages that are created in a way that doesn't seem applicable or relevant to that average person. 

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Melika Trott's comment, September 27, 2013 12:06 AM
I agree with German, its the simple things such as not putting the company website on flyers and hard copies of peomotional documents. This is especially important in New Zealand as you say because most of our business are reasonable small and unheard of.
Patrick Wong's curator insight, March 11, 2014 11:04 PM

what a great article explaining the little mistake the small businesses are making with direct mail and social media. often are about not having sufficient information on your social media/ your company is hard to find which make it hard for customers to have an efficient communication with the small business. Small business need to watch out this every little things because they are what make the business to have a good integrated marketing communication. 

Lili Wang's curator insight, May 15, 2014 5:42 PM

This was an interesting article to read as it clearly stated why some small busnesses are not succeeding in their industry as it talked about the factors that is holding them back.  Small businesses need to watch out little things because they are the core knowledge to ways that the company can improve on in the IMC process

 

Rescooped by Jaklin Issaeva from Everything from Social Media to F1 to Photography to Anything Interesting
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Why Social Media Is One Of The Best Ways To Keep Your Customers Happy - Forbes

Why Social Media Is One Of The Best Ways To Keep Your Customers Happy - Forbes | IMC Milestone 1 & 2 | Scoop.it
Customer care professionals are challenged these days to identify and resolve customers’ issues through an ever-increasing array of communication channels. They want to know: How can I make my customers happy and bolster our brand?

Via Chiraag
Jaklin Issaeva's insight:

This article discussed the fact that many professionals today are becoming quite challenged when trying to identify and resolve the different issues that are arrising through the increasing array of different communication channels. I found this to be interesting because it suggested ways in which some of these issues can be resolved, giving examples such as "social listening and analysis tools can help organizations identify an escalating issue. Often when the issue has been surfaced via social media, then one of the response channels needs to be social media as well. Businesses gain kudos and credibility when they acknowledge and respond to problems through social channels." With increasing use of technology, social media is a great way for many brands and business to reach their target audiences because it can engage with them directly. This article covered lots of grear points.

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Aviral Kochhar's comment, August 15, 2013 6:32 AM
I agree with Jaklin's comment as we company is facing the same problem. Decision making is getting harder day-by-day as customers are becoming pickier in what they won’t. Companies have different communication channels nut they aren’t sure with which one to go with and which will be the most successful one and internet these days is emerging quite rapidly. As article describes that social listening and analysis tools are helping organisations identify an escalating issue. i quite agree with this because these days social media is a big part of our lives. With increasing use of technology social media is a great way of many brands and business to reach its target audience.
Maggie Zhang's comment, August 21, 2013 10:52 PM
Hi Jaklin, I agree with what you have command on this article. New technology and innovations not only become the part of our life, but also made our life easier. Just the example you gave in your commentary, organizations can use different social media tools to identify issues and respond to them faster. In addition, by using proper social media technologies can also increase customer satisfaction and gain customer loyalty.
Rescooped by Jaklin Issaeva from Integrated Brand Communications
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Branding Strategy Insider | Brand Value And Qualitative Measurement

Branding Strategy Insider | Brand Value And Qualitative Measurement | IMC Milestone 1 & 2 | Scoop.it

Qualitative marketing research techniques are very important. They identify the meanings consumers actually ascribe to brands, not the ones managers hope consumers will take away.

 

What a brand really represents is what consumers think it represents. Well-intentioned brand managers can take actions they think are strategically appropriate, but if these messages are not believed or accepted by the consumers, they can severely maim the brand. Netflix learned this the hard way. It might have made good business sense because of anticipated future industry changes to start charging higher prices for video streaming and separating out its video rentals into another business called Qwikster, but these actions violated consumers’ core understanding of the Netflix promise. Consumers saw Netflix as the place to go to get movies conveniently. Netflix was not a particular delivery system (DVDs or streaming), and it certainly was not about dealing with two different accounts. By misunderstanding consumers’ strong emotional reactions to the changes, CEO Reed Hastings undercut the brand value of Netflix catastrophically.


Via Russ Merz, Ph.D.
Jaklin Issaeva's insight:

I found this article interesting because it discussed the importance of branding for consumer behaviour. It stated things like " how managers think consumers should think about the brand." and " the art of good marketing research is to find creative ways to probe consumers minds and uncover what they are actually thinking, feeling, and responding to automatically, without having the mere process of asking the questions influence the answers." - this was relevant to me because when you think about the definition of branding, it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem. It gives you examples of some of the ways of measuring why consumers like a certain brand, which gives important insights into the characteristics of a brand and what they might like about it. I found this article to be applicable to IMC concept because the way you communicate your brand "image" to be all reflects on what type of brand that consumers will percieve you to be. For example, if you wanted to be "known" as a brand that gives a really great bargain, you would communicate the way your brand is in ways that consumers will percieve you to be of bargain, the type of products you sell, price, advertising and promotion will be a helping factor in establishing these attributes.

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Russ Merz, Ph.D.'s curator insight, March 16, 2013 8:02 PM

The power of the "voice of the customer" always matters. 

Elijah Taulago's curator insight, March 20, 2013 7:29 AM

I completly agree with the author. Qualititative research is the difference between a good company and a great company, being able to identitfy customers and understand them is an important part of growing in the market. A simple answer will not be enough to fully understand what a consumer needs its about the details. The why's, who's, what's? all these question are gold to a company.

 

 

Maggie Zhang's comment, August 21, 2013 11:23 PM
Hi Jaklin, I agree with your idea about why customers choose your brand over others is because you are the only brand they can see to solve their problems. I think the most important reason why consumer loyal to certain brand is because that brand fulfilled his/her desires. Managers should really find the way to understand their customers and deliver good products and services to meet their needs.
Rescooped by Jaklin Issaeva from Weeks 6 - 8 The communications mix, IMC program planning and strategy, Direct Marketing
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The Communication Mix - Week 6

The Communication Mix - Week 6 | IMC Milestone 1 & 2 | Scoop.it
Offer a range of strategic marketing, public relations design and new media, and event management. Includes an overview of services and listing of clients.

Via Mike Kirkwood
Jaklin Issaeva's insight:

This article outlines the different functions involved in the communication mix which all combine to make up for a great prduct offering campaign. Some of the elements which are included in the mix are, promotion, advertising, personal selling, direct marketing and so on.  the article states that "In a sense all marketing communication activity is a form of promotion, that is in one way or another is attempting to promote the interest of the brand, product range and/or company". It outlines the roles of these functions and why they are beneficial facet for a good or service. I found this article to be relevant to the IMC concept because it discussed in depth the roles of all functions which are used to integrate a successful message accoss the different channels of communication. Without understanding how these functions work it would be difficult to target the right channels to have a direct impact on the consumers enagegment with a product or service.


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Ksenia's comment, September 23, 2013 3:19 AM
'Marketing communications' are referred in the article as the term 'promotion' - it is stated that effective communication means effective marketing. This article refers to week 6's content covered in class, regarding the communications mix. The article has entailed information on how the potential buyer is heavily influenced on the information he or she recieves on the product offering. People believe marketing communication is just advertising, direct mail, posters, television but it consists of more than that. A creative flow of marketing strategy is needed and benefits of the product offering to the consumer, and for it to be integrated into the brands communications effectively , this is the very centre of any marketers plan in order for success.
Elizabeth Anne Dale's comment, September 23, 2013 5:29 AM
This is an interesting article Ksenia, I really like that it mentions "new media" when it comes to marketing communications, and how you point out that a "creative flow" is needed, as I think this is really important for really captivating your consumer's, it's important to mix things up and communicate in different and creative ways, other wise the consumer is not going to take notice of your marketing attempts. The article was however really long, and while it did contain a lot of good points, it was just tough to get through!
Logan Harris's comment, September 24, 2013 11:15 PM
Nice article Ksenia. It gives a really good run down on many different aspects of marketing communications and a good framework for considering above/below the line promotions.
When considering the communications mix it can be really easy to just think of one traditional media, e.g. TV, and one new media, e.g. Facebook, and leave it there. This article certainly made me think about the possibilities of telephone or direct marketing too, as well as the pros and cons of these strategies.
As an IMC student it is comforting to again read that those learned in marketing believe IMC to be the heart of any marketing plan.
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The Role of Direct Mail in the Modern Marketing Mix

The Role of Direct Mail in the Modern Marketing Mix | IMC Milestone 1 & 2 | Scoop.it

I reviewed a well-known shared direct mail package recently and came up with these 8 suggestions that will help out every small business.

Jaklin Issaeva's insight:

After reading this article, I found it to be relevant and applicable to the IMC concept because it talks about the role of direct marketing in the modern marketing mix through the increasing growth of social and digital media. The article outlines that even though direct marketing is believed to be non responsive, a study conveyed showed that "according to a Market Reach, Royal Mail survey, responsiveness to direct mail remains high in the UK, 83% of direct mail is opened in comparison to average email open rates of 11%, a statistic that alone demonstrates the worth of the channel within the digital setting". For direct mail to remain successful however, it’s essential that marketers consider how they target prospects. Effectively targeting direct mail messaging can be achieved along the lines of interests, demographics and purchasing behavior, this is of course heavily reliant on the quality of the data being used.

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Emily Gavigan's comment, September 26, 2013 11:09 PM
Great article Danielle, like you say bombarding people with flyers in their letter boxes won't create a response from consumers but setting in place a strategic marketing strategy to work out how they can effectively target their customers, will have much more of a positive response. A marketing strategy is essential in using direct marketing as a communication tool because without it the effectiveness of the campaign is lost.
Maggie Zhang's curator insight, September 27, 2013 12:08 AM

As today, more and more companies start to realize the importance of the direct marketing. Direct mail, as one of the most important tools for direct marketing, still plays a big role communicating with the customers. The research showed that 83 percent of direct mail is opened in comparison to average email open rates of 11 percent in UK and 44 percent of consumers have visited store, purchased or enquired the product after received the direct mails from the company. The research tells us even nowadays more and more companies chose using direct email instead of direct mail, sending mail is still an important tool to reach certain consumers. 

Rachel Chen's curator insight, October 3, 2014 12:00 AM

Direct mail marketing is seen as a dieing source. Within todays modern technological society, social media, email, internet etc. is seen to be such a better and more advance way to market a company or product that it has left many wondering if there is a future for mail marketing. Response is carefully measured in an attempt to take the waste out of marketing and should be part of your long-term strategy. Activity through virtually any media can be classed as direct marketing.

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5 Tips for Better Consumer Response on Social Media

5 Tips for Better Consumer Response on Social Media | IMC Milestone 1 & 2 | Scoop.it
Jaklin Issaeva's insight:

I found this article interesting because it discussed the importance of customer service when it came to social media. The article stated that " Social media is about connecting with people and engaging them. By monitoring your social pages, you can find out what customers want, what they like about your brand and what you can improve upon." The article gave tips on how your brand/ company can engage with customers through social media which is informative for most businesses. One of the reasons why consumer engagement is really important is because for almost all brands, leadership is achieved by winning emotional commitment (adorers) from a small % of the brand community, the high value consumers (HVCs). Small changes in the way these HVCs are managed can have major impact on sales, margin and market share. Or put another way, HVC strategies can have a major impact on revenue protection, revenue growth, revenue development and cost of sales.

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Sarah Lee's curator insight, March 28, 2013 6:32 AM

blogging for a business? great tips for managing social media pages

Aviral Kochhar's comment, August 15, 2013 6:32 AM
I agree with Jaklin's comment that customer’s service is one of the main points where an organisation can build customer relationship and get a customer back in future for business. These days those businesses are doing well who provide great customer service and some companies are doing it through the use of social media. Consumers will only response if they like the communication channel used and the ad of the brand doesn’t pop up in the middle of something they are watching. This creates a negative feeling towards that brand. I really like what jaklin mentioned in her paragraph that HVC strategies can have a major impact on revenue protection, revenue growth, revenue development and cost of sales.
Maggie Zhang's comment, August 21, 2013 10:37 PM
Hi Jaklin, I agree with your opinions. Like what you have mentioned in the post, small changes on high value customer management could affect sales, margin and market share. Because the power of these customers is so strong, managers should really be careful when they approach and manage these customers. However, the statistics showed that there is still a big gap between what the customer expects and what brands are doing. The reason why some companies are doing good customer services and owning heaps loyal customers whilst others are not is all depending on whether you could meet customers’ expects or not. Take your customers seriously and listen to what your customers truly want is the key to the success for all the companies.
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3 secrets to lasting digital partnerships

3 secrets to lasting digital partnerships | IMC Milestone 1 & 2 | Scoop.it

Don't assume that the company with the coolest new technologies will always be the one a brand partners with. There's more at stake, and today's decision makers are on the lookout for more than sizzle.

 

Making connections and forming business relationships is crucial to the future of any brand, digital marketing agency, or service company. Maturing a relationship into a partnership, however, is a completely different story. How do you build and maintain trust as you collaborate? What can you do to strengthen your efforts as a team? The Campbell Soup Co. global director of digital and social marketing Adam Kmiec speaks about the three top things you need to be doing to make and maintain strong digital marketing relationships. First and foremost, Adam says not investing in partnerships will seriously limit your business potential.

 

 

View Video Clip: "3 secrets to lasting digital partnerships"


Conversation highlights:

0:00 — Understanding your partner's long term goals0:35 — The quality over quality angle1:19 — Mix personal with professional2:10 — Insights over opinions2:28 — Campbell's example2:53 — It's the CFO3:30 — Testing doesn't mean you do it smallRun is 4:33
Jaklin Issaeva's insight:

This article related well to the IMC concept because it highlights the important aspects of the key objectives needed to have a successful partnership. It is important to have a good understanding of one's objectives and one's needs in order to deliver a satisfactory product that not only a consumer gets ( or understands), but also complies with the business and their overall view. IMC has a very important role along with its concept of having communications tools which work better if they work together in harmony rather than in isolation, so when it comes to the understanding of the "big idea" for the product and its advertisement, its important to work with all different types of agencies and get a good understanding of what each one can offer and how they work together in order to get a great over all result. One of the key things that this article points out, relevant to IMC is " Understanding your partners long term goals."

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Innovations key to customer engagement - ITWeb

Innovations key to customer engagement - ITWeb | IMC Milestone 1 & 2 | Scoop.it
Innovations key to customer engagement ITWeb Graham Webster, Telefónica Europe director of customer experience, who was also at the event explained that the idea is to “treat customer experience as physical and emotional.” High levels of loyalty...
Jaklin Issaeva's insight:

Yes, I agree with the statement:  “When consumers feel it’s their brand, they’re invested in it,” because the over all goal of consumer engagement is to create meaningful consumer impact and generate either a behavioral result such as driving a sale or inquiry, or an attitudinal result such as making an emotional impression or changing attitudes. I feel that consumer engagement plays a vital role in generating sales for companies and building positive consumer relationships/ brand loyalty through helping consumers feel more connected with a brand or product on a more personal level. Needs and wants are triggered by attributes which a person finds personally relevant, by engaging with a consumer, you allow them to experience a two way dialog.This can give a brand faster and more effective access to connect with consumers and allow them to become collaborators on new products.

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Anna Kong's curator insight, August 20, 2013 3:47 AM

i agree with this statement, end of the day, the consumer engagement are to create a consumer impact so therefore it would have generate behavioural result as to sale or inquiry or may even be a altitudinal result such as emotional impression or changes to the attitudes. Quote “when consumers feel it’s their brand, they’re invested in it” consumer engagement plays a huge role, because often the company relies on it to generates the sales for the companies, so therefore the companies relies on them to create a better consumer relationship and therefore it will leads to brand loyalty. 

JianWang's comment, August 20, 2013 8:02 PM
Good thinking article
Gibson Zhou's comment, August 21, 2013 9:06 PM
This article is talking about customers help companies to innovate. Today, we have powerful global internet. This provide a possible way to let customers and companies communicate easily. Companies don’t need spend a hug money to do a customer research. Customers will respond their thinking, their need and their wants to companies by internet. This innovation total change our conventional wisdom. It is a very good article to introduce this innovation to us.