Last week Henriette wrote a blog post about the importance of connecting with your fans on a personal level when brands communicate on socia (RT @voziq: How Customer Service on Social Media Helps Your Brand [Infographic] | Mindjumpers
I think that brands on social media websites are very important in our days. If we looking at the statistics in the article above it is evident that consumers are more likely to share their opinion on social media sites with their friends or people they know. If a brand is also on social media sites it can use things such as feedback and complaints to the advantage of the brand. It is clear that people want responses and to be engaged with the brand. However I also believe that the brand should be smart in using the social media and the way company responses to feedbacks they receive. Having someone knowledgeable or experienced in brands on social media in charge or giving insight to allow the brand to maintain the image they want to portray.
Integrated Marketing is about communicating one big idea across several media channels with one voice in order to reinforce the brand’s core message and create a greater and seamless experience for the consumer.
I recently stumbled upon this very explanatory and creative video by Baumann Ber Rivnay/Saatchi & Saatchi showing their take on integrated advertising. Here are some of the main points:
Today’s consumers are much more connected and involved as technology, the Internet and social media are a great part of the consumers’ lives. This changes the way we consume information, decide what to buy and experience brands.Today’s consumers lose interest very quickly as they are looking for something beyond the marketing message and ask themselves the question: “What’s in it for me?”Integrated advertising adds value lets consumers take part in an experience that they want to be involved in and share with their friends.The big idea has to integrate with media tools that link to each other and not just stand alone.
How do you succeed?
So how do you as brand ensure this experience? The key is consistency in your communication and coherence in your message. Brands often have a number of agencies working for them. It is therefore imperative to communicate brand activities and brand voice to all entities to make sure that communication across all channels is aligned and that every channel really serves the big idea.
Activate campaigns across all channels and make sure to communicate any brand activity to all agencies working for you to reinforce the impact of the message. E.g. your Social Media Agency should always be aware of any communications going on offline in order to activate the message across social platforms and create linkage between the on- and offline worlds. With today’s technological evolution, people encounter brand messages just as much online as in TV-spots and billboards. The agency should also be informed about both the overall strategy of the company and any changes in that strategy. Provide your Social Media Agency with visuals and information about your traditional advertising efforts and further develop those ideas to exclusive content for your social media presences to enhance the experience.
Analyse the effectiveness of each channel during and after a campaign and be attentive to what consumers want through monitoring and listening. Also, it is important to stay updated with the new innovative media tools – such as here on the Mindjumpers blog.
Basically, you need to ensure that all channels don’t work isolated but rather together as a unified force to strengthen the core message of your brand.
Emiliya Ravkina's insight:
Integrated marketing is very important in todays world, it helps companies to ensure that their message and core values are consitent and reliable. It makes easier for consumers to recall the brand.This article highlights that agencies must do a lot of research as to what the consumers are responding to on social media such as websites and their current marketing campaigns. It also highlights the importance of Integrated Marketing and how best to approach it.
Their experiences with FNO taught some Manhattan-based fashion brands and boutiques the importance of reassessing customer engagement strategies. (RT @OPENForum: What happens when your marketing plan engages the wrong crowd?
The article shows a clear example of wrong customer engagement strategy. Probably FNO send the wrong brand message to their target audience and to avoid attracting a "rowdy" crowd FNO needed to do more research of their target market. Otherwise those king of situations can build negative reputation toward the brand.
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.
Article above is presenting 5 steps to develop an effective marketing communication mix. When company identifies their target audience it is extremely important for the company to select the correct communication techniques to reach the audience. Marketers must know well their target audience to make a decisions regarding the content, design and the structure of the message they send to customer. The message this article is trying to deliver is that marketers must identify who are the potential customers for this product or service and what are the channels or sources of marketing communication they should use to effectively employ the marketing communication mix.
I agree with the main idea of this article that celebrity is key for any startup, by using the right celebrity for the brand, company can build brand equity, it also the best way to present your brand to the world and gain attention of potential customers. However I can't agree with author's opinion that even if the potential customers or users are not fans of the particular celebrity they would not be interested in the particular brand or product. For example, if company will choose a young celebrity for target age of 50, those customers won't be interested in the particular brand simply because they might not know the celebrity or interpret the massage this celebrity sending to them in incorrect way.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.