IMC Milestone 2
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Scooped by Finau Tuipulotu
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Creative Content Marketing

Creative Content Marketing | IMC Milestone 2 | Scoop.it
Creativity is one of the essential characteristics a marketer must possess to become competitive in the online marketing scene. With that being said, a lot of content creators had READ MORE...
Finau Tuipulotu's insight:

Creativity is one of the essential characteristics a marketer must possess to become competitive in the online marketing scene. The purpose of this article is to show people how important an expert content writer is - but with plenty of humor and sarcasm thrown in. This article has really opened my eyes to things that i did not know before. Experts from different professions shares creative content pieces and its most likely important to take note from.

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Anna Bairstow's comment, September 26, 2013 4:32 PM
Good find Finau, I enjoyed reading this article about creativity and its importance in marketing in terms of standing out in today's everchanging competitive marketing and advertising industry. All these different types of media tools these professionals used such as Youtube, infographics, blogs, visual posts and simply good quality content captures peoples attention and encourages them to share with others and spread word of mouth about these creative pieces of work online. Good read!
Savanna Steele's comment, September 26, 2013 5:12 PM
Interesting article Finau, I agree with what you have stated above. Ensuring that the content that is produced is informative, to the point and what the targeted audience what to read. But as this article highlight it is the creativity that draws the audience to the content in the first place. making the content different from what has been done before and having fun with it. Thinking outside of the box with the target audience in mind.
Rescooped by Finau Tuipulotu from Understanding integrated research
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | IMC Milestone 2 | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via kevin bang
Finau Tuipulotu's insight:

Direct marketing is the smart, accurate and measurable way to get closer to your customers and find receptive new customers. The process of direct marketing covers a wide range of promotional activities you may be familiar with such as direct mail (sometimes called “Junk Mail”, telemarketing, direct response through social media. Again it has been stated “Successful marketers today are reaching more and more customers directly, on a personal level, than ever before. Through blogs, tweets and affinity groups more brands are becoming personalized through customer led co-creation”. Brand Awarenessis a fundamental objective of Social media. Social media also provide opportunities for companies to strengthen their brands, increase customer engagement and also build brand loyalty and stronger long-term relationships with customers. Is Direct Marketing an effective form of marketing? I personally believe Direct Marketing is profitable.

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kevin bang's comment, May 9, 2013 5:27 AM
Though there is another of promoting & selling a product, which is mass advertising, I believe that direct marketing is a stronger alternative. Like you stated Soojin, direct marketing can make the relationship between the firm and its customers feel more personal. This cannot happen through mass advertising, though it is something that firms should still take into account. There are situations where mass advertising should be used over direct marketing but like you said, the latter can improve the relationship between a firm and its customers whereas the former cannot.
Anna Bairstow's comment, September 26, 2013 4:51 PM
Good choice in article Finau, as it closely relates to the topic we studied in class - direct marketing and consumer engagement. I also scooped this article as I found it to be interesting and informative about the topic of direct marketing and its effectiveness. I have to agree with you that it is a profitable and useful way of marketing. As you explained, social media is a great media tool to use in order to strengthen companies brands, increase their customer engagement and build brand loyalty and strong long-term relationships through communication with customers.
Savanna Steele's comment, September 26, 2013 5:43 PM
Nice article Finau, I believe that direct marketing is a great way to create personal relationships with their potential and current customers. Furthermore in regards to what you said Finau we commonly know direct marketing as junk mail and telemarketing, which now many people have signs on their mail boxes saying NO JUNK MAIL! The challenge is to use creativity in direct marketing to attract the potential customers and obtain their attention.
Scooped by Finau Tuipulotu
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Marketing Communication - Effectiveness In Creating Brand ...

Marketing Communication - Effectiveness In Creating Brand ... | IMC Milestone 2 | Scoop.it
... and competitive advantage. In view of the forgoing, the researcher intends to determine the effectiveness of marketing communication mix in creating awareness of a brand in the Nigeria bottling company 9th mile corner ...
Finau Tuipulotu's insight:

The article is a Study of Nigeria Bottling Company (NBC) and it mainly focuses on the importance of communications, types of maketing communications, the communication process and lastly marketing communication mix. Experts believe that marketing communication is very essential in the modern marketing calls for more than developing a good brand, pricing it attractively and making it accessible to target customers companies. Studies also found that marketing communication found that there is need for increasing use of marketing communication activities for companies and other comapnies that would continute to survive and maintain steady growth.

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Anna Bairstow's comment, September 26, 2013 4:56 PM
Very informative scoop, Finau! I agree with you that this case study shows that open communication between brands and consumers is key in such a competitive market place where consumers recieve an overload of information at all times. Marketing communication activities are crucial in order for companies to grow and build brand awareness.
Savanna Steele's comment, September 26, 2013 6:18 PM
Good article Finau. I agree with what you have stated above. Effective communication with both current and potential customers is key to ensuring that you are interacting effectively and gaining new customers as well as retaining the customers that you currently have. Building a strong brand incorporates an effective communication mix with all of the aspects that have being stated e.g., pricing, and accessibility acting cohesively.
Rescooped by Finau Tuipulotu from Weeks 6 - 8 The communications mix, IMC program planning and strategy, Direct Marketing
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IMC: Put Together Week 7 - The power of ideas and integration

IMC: Put Together Week 7 - The power of ideas and integration | IMC Milestone 2 | Scoop.it

Via Mike Kirkwood
Finau Tuipulotu's insight:

Integrated Marketing Communication (IMC) campaigns should be a coordinated effort to use the variant business communication tools to further one big message. This reading focuses on establishing the big idea and developing it into one BIG MESSAGE in a few simple words or phrase. In many businesses nowadays they use tag-lines or phrases to visually express the importance and benefits of their product and also the ability to loan people’s time and attention. Again, creating a great tag line or slogan should be memorable. By saying this, customers should be able to recall quick when they read it. To name a few McDonalds slogan “I’m Lovin it” , Nike “Just do it”, Subway “Eat Fresh” these catch phrases are powerful, well identified and is consistent with the brand name. They are all different in their own ways in the overcrowded market and they keep it simple to read by consumers. So, the power of ideas and integration creates success in the marketplace.

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Chelsea-Rae Dawson's comment, September 26, 2013 2:32 AM
When developing a new method of IMC, it is essential that companies do not stray away from the 'big idea'. it is that idea that develops and helps to shape every other aspect of the marketing campaign. This article raises some very important valid points regarding this and emphasizes the need to focus on what is really important.
Anna Bairstow's comment, September 26, 2013 4:41 PM
Great article and interesting analogy on the concept of IMC and putting together an outfit! I like the simpleness of this article and the idea that it all starts with establishing a big idea and turning that into a simple and effective phrase or slogan which will catch on and resignate with consumers. They are right in saying that the difficulty is in matching the big idea to every message and medium. Marketers need to share their creative idea in an appropriate way that is going to be successfully percieved and understood by audiences. Great find Finau, enjoyable read that got me thinking about the topic of creativity and how to think of catchy phrases that catch on.
Savanna Steele's comment, September 26, 2013 5:35 PM
This article is a good read nice find Finau. This reading has some important key messages around constructing a cohesive message throughout IMC. With the key message of establishing a BIG IDEA. This big idea encapsulates the message in a just a few words. This is important to take the time to think about what your brand represents and what you want this BIG MESSAGE to be.
Rescooped by Finau Tuipulotu from Integrated Marketing Communications | IMC
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How mobile marketing is turning the consumer shopping cycle on its head | Responsys New School Marketing Blog

How mobile marketing is turning the consumer shopping cycle on its head | Responsys New School Marketing Blog | IMC Milestone 2 | Scoop.it

Shopping habits used to be so predictable: consumers would head to a brick and mortar during daylight hours, buy a product and bring it home in a bag. Today there isn’t a pattern to how consumers shop. Research shows that, with mobile devices in hand, they’re always shopping — be it at home, on the subway or at work and those in the mobile marketing space need to be at the ready to serve them.

New buying habits demand new approaches to consumer marketing, says Chuck Martin, CEO of business research firm Mobile Future Institute and author of Mobile Influence: The New Power of the Consumer. Under the old “path to purchase” model, customers proceeded through a predictable series of steps that ended in a sale. The start-to-finish process made it much easier to know when and how to capture consumers’ attention. A salesman would approach a browsing customer, offer to answer any question or provide suggestions, and then escort the customer to the nearest cash register. In marketing speak, first came “awareness,” then “interest,” then “desire” and, finally, “action” (the buy).

 


Via Russ Merz, Ph.D., IMCyclopedia.com
Finau Tuipulotu's insight:

I totally agree with this article. The ability to target consumers anytime, anywhere is a massive opportunity for brands and advertisers, so it’s no wonder that mobile marketing investment is predicted to triple in the next four years. I must say that the power of mobile marketing idea has changed consumers shopping habit a lot today. In this article Martin highlights what retailers’ need to interact with consumers without beginning or end. Retailers need to note that consumers are on the lookout 24/7 for buying opportunities and how to continue the process of sales and interactions. Therefore, they must learn and understand consumers buying habits, interact with them whether they are physically in store or not. It’s no surprises that mobile users are very high and consumers are always willing to shop and perform a transaction and they expect mobile marketing to serve them.

Here is a different article I read on Mobile marketing http://www.responsys.com/blogs/nsm/mobile-marketing/how-your-customers-really-use-their-mobile-devices/. This article touched on a research carried about Mobile Marketing and found that 40% of web searchers will switch to another search result if a site is not optimized for mobile. Again, at least half of mobile consumers will select different brands because of poor mobile experience and slow loading time can scare a customer away. Therefore, to be able to communicate effectively with consumers retailers or marketers need to know how to attract and maintain customers. As a result, the power of this integration triggers marketers/retailers to try an overcome this issue so that consumers have a postive experience with the brand, Furthermore, the 6 main key points to convert customers interest into a purchase.

 

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Eric_Determined / Eric Silverstein's comment, September 26, 2013 5:17 PM
Hi Anna, thank you very much for your feedback, glad you enjoyed it :)
Savanna Steele's comment, September 26, 2013 5:55 PM
This article is a great read, good find Finau. I agree that the times have changed and the process that customers use to buy products is no longer relevant to how people purchase products today. The six key moments in the mobile shopping experience during which marketers can convert customer interest into a purchase are very helpful for brand and businesses that have online stores or want to get into it. With great insight on how the customer behaviour has changed and would be helpful to understand what is needed to encourage the customer to make a sale.
Eric_Determined / Eric Silverstein's comment, September 26, 2013 6:15 PM
It's great to see an article that is being re-scooped and enjoyed by all. I get to Thank Russ Merz for the initial introduction. Keep sharing your thoughts and other articles, we appreciate everyone's feedback!