IMC Milestone One
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IMC Milestone One
Week 1 - Consumer Engagement | Week 2 - Consumer engagement | Week 3 - Understanding intergration | Week 4 - Communicating with Consumers: the importance of emotional responses | Week 5 - Program planning, objectives, budgets, measuring success.
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Week 2 - Brands and brand management: the importance of branding.

Week 2 - Brands and brand management: the importance of branding. | IMC Milestone One | Scoop.it
The importance of branding in the modern corporate world is undisputed.

Via Duchon Filipo
Onnie Wongchanon's insight:

This article depicts the discussion on branding within the corporate world and the importance of understanding branding for success. The discussion varies in focus from small businesses to muti-national corporations with different cash assets.

The article states that brand identity is what makes the brand recognised and sets them apart from other brands which are similar or connected. Brand identity means that the company must be engaging as it plays big part on how people perceive the brand in general.

The next step discussed in the article is effective brand strategy as communication in relation to behaviours and actions must be clear and percise; otherwise the strategy is highly likely to unsucceed.
The last part of the article is signifiantly focused on branding itself such as customer loyalty and awareness through the strategy of various marketing campaigns.

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Sisyliana Halim's curator insight, August 9, 2013 5:17 AM

a long term goal for a company is to increase brand equity and that is what IMC is all about. In order for a compny to increase brand equity you must have a strong brand. This article talks about how to build that strong brand that you need in order to increase equity and increase awerness of your brand to consumers out there. 

 

 

The article talks about how whether you are a multi-national corporation making millions or a small business with limited funds, its crucial to understand that you need a strong brand to survive and to succeed! And the first thing that needs to be established is the company's brand identity. This is because it is what fuels the recognition of the brand and amplifies the difference in their competition. Proper design is also needed as it is how people will see and feel about the brand you are running. The logo must all feel and visually voice out what your company is. 

 

 

The second thing that needs to be done is a brand strategy, if a company have an effective brand strategy it will provide a central unidying idea in which all behaviour, actions and communications are aligned. However it should be simple for all consumers to understand. This includes everyone in the company, and to test if everyone understands this stragtegy just ask everyone in the company to explain it in a few sentences if they fail that means that the idea is too complex and will most likely fail.

 

Lastly branding, which usually builds customer loyalty and awerenss which means that the branding must be consistent. The article states that branding your company needs to be both online and offline, which is true is this to make sure that those that are not online are able to be exposed by your brand offline which in turn increases your brand awareness.

 

Giving your business a friendly and approachable face, and helping your customers to solve their daily problems is extremely important to your long term branding, so always be on the lookout for the best opportunities to do so!

 

Sean Peh's comment, August 22, 2013 7:46 AM
Hi Sisyliana and Onnie, great article on branding. So basically, this article emphasizes on a company's long term goal which brand equity and branding can be a huge factor in achieving the long term goals. To have a stronger brand equity, firstly the company has to put in more effort and be consistent with their advertising. This would help create more brand awareness and consumers would spread the word which might create more loyal customers. All of this will help the company to make more profit in a longer term.
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Week 3 - Understanding intergration

Week 3 - Understanding intergration | IMC Milestone One | Scoop.it
Keeping Employees Motivated Through Transition Forbes Before I get to my tips for keeping the troops motivated through integration, I must add one huge caveat: it's important to remember that although things will be changing, do not deviate too far...

Via Alice Mau
Onnie Wongchanon's insight:

This article is about consistently motivating employees in efforts of trying to make them work more effectively. Leaders of big and small organisations can learn from this article and gather techniques. The techniques will lead on to a successful working environment and employees being self motivated.

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Sean Peh's curator insight, August 21, 2013 1:51 AM

First of all, we have to acknowledge that employees plays a significant role in a company, therefore keeping the employees motivated would be one of the key success in making profits. During an integration, doesnt matter big or small, its always important to keep the employees as well as the clients updated.

As a leader/manager, guiding the employees would be really important, it would be really good if a whole company can become one instead of 'you', 'me', it should be 'us'. If the employees feel more welcomed by the company, they will certainly work harder and make more profit for the company. 

Sisyliana Halim's comment, August 22, 2013 2:15 AM
Hey Onnie and Sean yes i think keeping employees updated is always good, employees play a major part in our company or organisation. it especially plays a big part in the company's organisational culture and contributes towards the image of the company. What is the definition of integration ?? On Friday morning the lecturer states that integration is with various parts or aspects linked or coordinated and i think integrating employees into a company's plan (to keep them motivated) will help increase the company' value and image. This in turn can cause a positive impact on how people perceive the company. However we also have to mention how does this link towards our long term goal which is overall to increase brand equity, short term wise it fits the bill and will generate profit and productivity increases in the company.
Thapthim (Thim) Phithak's curator insight, August 23, 2013 12:28 AM

This article talks about on going motivation for their employess so that in result their will work more effectively. The tips are given so that any leaders of any organisation can learn these techniques on how the leaders can make their employee feel motivated so that they work harder and lead the company to sucess and have an sucessfully working environment. 

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Week 5 - Program planning, objectives, budgets, measuring success.

Week 5 - Program planning, objectives, budgets, measuring success. | IMC Milestone One | Scoop.it
Image via shutterstock Over the last decade, the incorporation of search into the online shopping experience has led to a savvier generation of consumers w.
Onnie Wongchanon's insight:

This article focuses on the retail industry and how they maximise their budgets for paid search. However this article does not have much on planning and or measuring the success. Nonetheless a really good read.  This article’s provides 5 steps in which retailers should take in order to effectively allocate the budgets.

 

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Sisyliana Halim's comment, August 22, 2013 2:09 AM
I think that this article doesn't really reveal much in regards to objective planning, but it does make a point about budgeting. I think a lot of Companies especially when looking at bench-marking themselves to other business will agree that research is the best way to find information about what and how their consumers really feel and believe about the company. :)
Sean Peh's comment, August 22, 2013 8:43 AM
Hi Onnie, this article really only covers the budgeting part but it doesnt give much information on how to set up the objectives and how to plan everything. On the budgeting, this writer suggested 5 ways on how to make full use of every single money spent. Basically, make a graph on the cost and revenue, then segment the markets comparing to other businesses. Next, manage by exception to reduce wasted budget followed by calculating the optimal bid on portfolio optimization. Finally make a forecast on the performance based on revenue goals. This article also talks about doing loads of paid research.
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Week 1 - Consumer engagement

Week 1 - Consumer engagement | IMC Milestone One | Scoop.it

Instagram is becoming a core platform for brands to engage with consumers since it registers consumer engagement 18 times that of Facebook and 48 times that of Twitter, according to the latest report from L2 Think Tank.

 

The "Intelligence Report: Social Platforms" found that the visual component of Instagram has helped the platform grow to 100 million users with the average luxury brand having 100,000 followers. Other visual platforms such as Vine, Pinterest and YouTube have grown significantly and continue to be platforms for brands to deeply engage with consumers.

 

"For all the mindshare that it occupies, social media ultimately drives very little ecommerce, less than 0.25 percent, and site traffic, less than 3 percent, for prestige brands," said Danielle Bailey, research lead L2 Think Tank, New York....


Via Jeff Domansky
Onnie Wongchanon's insight:

The article is based on Instagram and how it has registered consumer engagement significantly more than the social media websites Facebook, Vine, Pinterest and Twitter.
Instagram's visual component developed a platform for users as it increased to 100 million users with general luxury brands having up to 100,000 followers.
Current users are highly engaged with brands which do not contain any official presense on Instagram which means that there is a strong visual presense on the social media website. Brands such as Chanel, Prada, Gucci, Louis Vuitton and Michael Kors are popular hashtags on Instagram.
Other visual platforms such as YouTube, Pinterest and Vine have also developed dramatically and are still engaging brands with consumers.
However other social media websites such as Pinterest and Vine, Instragram are also still consistently used as a platform to connect with consumers.

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Anna Kong's comment, September 26, 2013 9:31 PM
i agree with you jian wang. this article is very informative, it shows that by engaging with consumers it does help the company with its branding and it also applies for free markets.
oliviachristy's curator insight, October 2, 2014 6:00 PM

Consumers need to be engaged or they will switch off. The implication for marketers being that their messages won't be transmitted. 

Facebook is more content heavy than Instagram, with more opportunities for users to engage; group formation, events, sharing for example. Perhaps that has become their downfall in managing to keep their users engaged.

The more messages we see daily, the more we filter out. Instagram is free from complexity and a bombardment of messages and content. It might be its simple, image based, to the point structure that holds an increasingly impatient publics' attention.

luke sumich's curator insight, October 2, 2014 10:38 PM

Want consumer engagement for a luxury brand? Use Instagram

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Week 4 - Communicating with Consumers: the importance of emotional responses

Week 4 - Communicating with Consumers: the importance of emotional responses | IMC Milestone One | Scoop.it
Onnie Wongchanon's insight:

This article discusses the reasoning behind why consumers buy products or services. The key factor explained in the article is that emotions play a large role on deciding whether the customer wants to make a purchase or not at that state of time. Emotionally responding to marketing materials is one of the key signs that can assess whether to make a purchase or not.

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Sisyliana Halim's comment, August 21, 2013 10:30 PM
Hey onnie, This article is definitely good in showing how well marketing emotions really real consumers in. I think it goes back to how apple sell their products. If we sell from the What to the How then Apple would never have sold half of the things they created. Rather they sell from the Why they sell to the What they sell. I think that its important to remember to engage the consumers in the why you sell what you sell first because it sinks into their mind and it stays there longer. So an example for apple would be

What: We make great computers
How: They are beautifully designed, simple to use and user friendly
Why: want to buy one ??

Using emotions would look more like this

Why: Everything we do, we believe in challenging the status quo. We believe in thinking differently
How: the way we challenge that is we make our products beautifully designed and user friendly etc
What: want to buy one ??

Just by using a more emotional approach allows to engage the consumers more with the reason why they should buy the product
Sean Peh's comment, August 22, 2013 9:00 AM
Amazing article on the importance of emotional response for the consumers. Having an exciting yet mysterious advertisement is way better than an advertisement that gives facts about a certain product. This article gave a couple of tips on how to create an amazing advertisement, for example, by using photos, videos,unique information or interesting stories would help capture customers attention.
Thapthim (Thim) Phithak's curator insight, August 23, 2013 12:49 AM

This article discusses the importances reasoning behind what makes consumers buy products or services. the article shows that the emotional does play in a large role in purchasing power, Research has proven that we are not designed to listen to reason. Our emotions are the driver when it comes to our purchase decisions.