IMC Milestone 2
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Bringing It All Together:  Four Examples of Integrated Marketing Campaigns

Bringing It All Together:  Four Examples of Integrated Marketing Campaigns | IMC Milestone 2 | Scoop.it

The following are four examples of integrated marketing campaigns that have been executed by Kraft Foods, Popeyes, and Dickies. Each of the campaigns has the same look and feel online as they do offline. The videos made for microsites were repurposed for TV ads and online pre-rolls keeping the campaign message consistent among all the media outlets used for each campaign execution.

 

 


Via Tyler
Onnie Wongchanon's insight:

This article explores the four integrated marketing campaigns that have effectively combined traditional methods since as conventional promotion offline marketing where they are face to face with consumers a long side with online marketing tools since as Facebook. A combination of the two advertisements is used effectively allows for a successful marketing campaign. The examples used in the articles are by Kraft Foods, Popeyes, and Dickies. 

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Anna Shen's comment, September 26, 2013 9:41 PM
Hey Vic, an interesting read about how different brands can effectively use integrated marketing campaigns using a variety of communication tools. It’s very interesting how all the brands have used different strategies toward their successful campaigns. The examples in the article made it simple to understand. I agree that the key factor of a successful campaign was to clearly transition their message across each marketing channel. In example is how Snickers has successfully done so. In result they have created brand awareness and strengthen customer loyalty.
Sisyliana Halim's comment, September 26, 2013 10:16 PM
Hey Sean, i totally agree with you. It is important that companies keep their message constant no matter the target audience, the content of the advertisement or marketing may differ to suit the different segmented target, however in the end the company must be projecting the same message. If not the brand would have have a mixed or confused reputation which is not what IMC is for. In the long term IMC is to increase brand equity so if the brand is not getting recognized and being exposed in a positive way (increase in profit or increase in recall) then the message is not connecting to the image of the company
Thapthim (Thim) Phithak's comment, September 26, 2013 10:39 PM
Hi Sean, I think that this article have given good examples which is good because it give me and idea of how i can integrate ideas across different mass media.
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Key Elements of the Marketing Communications Mix | BlogLet.com

Key Elements of the Marketing Communications Mix | BlogLet.com | IMC Milestone 2 | Scoop.it
The key elements of the Marketing Communications Mix used by marketing professionals are public relations, sales promotions, advertising and personal selling.

Via Benjamin Finnigan
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Sean Peh's comment, September 26, 2013 6:17 PM
Hi Thim, although I agree with what you said, I would just like to add something important which is personal selling and public relations. I think having to personally persuade and engage with the consumers changes their mindset from negative to positive about the company or even from good to better. Having to pay the price and lead to a greater profit in the end will all be worth it.
Brittany R Taylor's comment, September 26, 2013 7:04 PM
The article is very thorough but more theory based nd doesn't give any examples to real life situations. With the article focusing on 4 parts; Advertising, Personal Selling and Sales Promotion and PR, the article gives a good blend of business tools. But like I said above, there needs to be examples.
TSZ HA FUNG's comment, September 26, 2013 7:46 PM
Most company use advertising to achieve mass communication and gain brand awareness, but company need to pay a large amount of money to advertiser, however, company have control of what message to distribute is more safe while compare to public relation is control by reporter.
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The Power of Ideas; Integration Across All Media

The Power of Ideas; Integration Across All Media | IMC Milestone 2 | Scoop.it
New Media Knowledge (NMK) is a learning and business information resource for digital interactive media in the UK

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Shay Narsey's comment, September 26, 2013 6:44 PM
Markus, i liked this article you have shared also i liked how you mentioned that integration opens up more opportunities for companies and a way to create longevity for any company
Max Downing-Webb's comment, September 26, 2013 6:57 PM
Hi Nona Pedersen, I found this article to be a very interesting read. I feel that integration tends to be overlooked and underestimated by marketers. It is important for marketers to use and integrated approach as you have said and I agree with your insight.
Rui Dong (1248713)'s comment, September 26, 2013 9:16 PM
Advertising business peaked in the late sixties and still plays an important role at the present. However, advertising is no longer to trust by customers, because some products are not the exactly same as they bought. Therefore, the message should be delivered as the same across multiple channels. The three main types of integration are integrated media, integrated creative and integrated teams as shown in this article, and all appear to have an influence in the future of marketing. The author provided two examples, which are Zappos and Amazon to demonstrate marketing integration市场一体化 is effectively creating core creative ideas that can be adapted across every medium allowing businesses and brands to effectively communicate with consumers across different channels. Therefore, if integration deliver wrong message across different social media will bring a negative influence for both brands and products.
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The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing

The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing | IMC Milestone 2 | Scoop.it

Well it’s about time. It only took them 5 years, but it looks like the top U.S. companies are finally jumping on the blogging/social media marketing bandwagon. At least that’s the upshot of this year’s installment of the annual study on social media adoption on the part of Fortune 500 companies conducted by the University of Massachusetts at Dartmouth Center for Marketing Research.


As the above graphic from the study illustrates, after steadying for a few years, corporate blogging is on the rise in 2012.

 

Here’s something interesting. Since the UMass Dartmouth study began tracking data in 2008, rank has influenced adoption of blogging in the Fortune 500, with corporations ranking in the top 200 out-blogging those in the bottom 200. This trend held steady in 2012, with 54% of all Fortune 500 blogs coming from the top 200 corporations, and 28% coming from those ranked 300-500.


Even though only 28% of the Fortune 500 seem to be accepting the benefits of blogging, those companies that have are doing it right. Fully 90% of the F500 companies that blog encourage comments, have RSS feeds, and take subscriptions. Here’s an excerpt from an abstract of the study:


“It appears that those companies that have made the decision to blog have utilized the tool well. There is frequent posting, on-going discussion and the ability to follow the conversation easily through RSS or email subscriptions.” 



 

Onnie Wongchanon's insight:

This is an interesting article about a market research done in America by the University of Massachusetts at Dartmouth. The research focuses on the use and adoption of leading companies in America terms of blogging and social media. Their research comprised of the Fortune 500 companies. Since the start of the research in 2008 there has been an increase from 16% to 28% of usage. As at 21 there are at least 73% of companies that have a corporate Twitter account and 66% of which have a Facebook account. Alongside these two major social media tools companies also take advantages of YouTube and Pinterest to show of videos and pictures. Ultimately it is a sign that companies are now using social media and blogging as a tool of communicating to customers. 

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Jordan Reti Pereira's comment, September 26, 2013 9:37 PM
@Oscar. Your insight on this article is very true. In this modern world of marketing , social media is a crucial channel that defines those that are successful and those that are not. Twitter at the moment seems to be the most favourable due to the simplistic layout and straight to the point nature of the interface.
Josh Leuenberger's comment, September 26, 2013 11:10 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
Josh Leuenberger's comment, September 26, 2013 11:11 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
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Creating an effective communication mix. Measuring results against objectives

Creating an effective communication mix. Measuring results against objectives | IMC Milestone 2 | Scoop.it
Creating an effective communication mix. Measuring results against objectives

Via Fifita Tui
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Melika Trott's curator insight, September 26, 2013 10:10 PM

This article has some very good tips on effective marketing. Getting the right message across to the right people is the most important thing in marketing, and if it is not done correctly you run the risk of failing in todays competative world. You must identify the target audience, if you dont know who they are how can you possibly hope to attract them? Clearly identify them clearly and really do the research into what they need, want and the sources they trust. If for example your product is emergency health alarm braclets for old people/retirees, then there is no point having a facebook page, most of the older generation dont even own computers let alone have a facebook page. You must instad find a way to communtcate with that audience effictively and really show then exactly how your peoduct will benefit them. This can be diffcult to achieve sometimes, but with the proper research and the correct stratigies in place, a very sucessful business can be achived.

German Grebenyuk's comment, September 26, 2013 10:48 PM
@Melika It's definitely true that there there must be consistency in marketing mix, also when it comes to comes to communicating with audience. Not knowing who your target market is bad enough in many way - in the context of marketing communication that means that you will not use appropriate channels. As a result, you both fail to deliver your message and end up wasting money on ineffective communication.
Leish Snell's comment, September 26, 2013 10:50 PM
This article is a very insight article for businesses who want to improve their marketing and communication skills. Businesses need to be strategic when marketing their products, they need to almost be and know their target market. Once that is established, I agree with Melika, you can then promote the product to suit their needs. There is always mistakes made by businesses that don't market their product effectively and therefore are faced with issues that they have to find a solution to solve, as well as trying to maintain and not loose their current customer base. This article Is helpful as a guide but businesses would need to do further research in order to be at their best.