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How are brands using audience involvement to increase reach and engagement?

How are brands using audience involvement to increase reach and engagement? | IMC S2 Milestone 2 | Scoop.it
Audience involvement is the process and act of actively involving your target audience in your communication mix, in order to increase their engagement with your message as well as advocacy to your brand.

Via Alex Butler
Emiliya Ravkina's insight:

Many companies now feel that traditional media advertising has become too expensive and is not cost effective and are shifting their monies to lower-cost, more targeted communication tools such as social media (Internet) as well as sales promotion, event marketing, sponsorships, and various direct marketing methods. According to a survey from Deloitte, nearly a quarter of people age 16+ use communication tools to discuss what they are watching on TV, which is about 50% of 16-24 years old doing so. Communication mix helps increase customer/ audience involvement, which increases their engagement with your message as well as advocacy to the particular brand. Marketers realized that consumers became less responsive to traditional advertising or even avoiding by zipping and zapping the ads.

 

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Kristy Leong's comment, September 26, 2013 6:43 AM
@Janessa’s comment, How are brands using audience…” I think that this article was a good read and easy to follow and understand what they were saying about the communication mix process. I agree with Janessa that it could be the future for creative advertising as they are advertising the feedback from their consumers, which shows their loyalty basis. The 3 approaches discussed in the article are all based on consumer engagement online, which I think that it’s great to get a variety of a communication mix.
Reuben Gordon Dalziel's comment, September 26, 2013 4:21 PM
Social media is able to establish and build strong connections and engagements from businesses to audiences if used correctly. This particular demonstrates how marketers can use social media as a platform to extend their and improve their brand image. If used correctly, it can be a big part of the overall communication mix and allow the company to interact with consumers through videos, competitions and other forms of involvement, thus building a relationship with consumers.
Alysse Woodward's comment, September 26, 2013 8:57 PM
This article had me thinking; this approach using audience involvement to increase reach and engagement is a very good example of what supermarkets are doing at the moment, New World with their mini groceries and Countdown with their cutlery. Customers send a certain amount at their supermarket and in return get rewarded with a tangible item. This encourages customers to spend more (New World you have to spend $40 to get one mini grocery). For example I shopped at New World and spent $74 the lady at the counter asked me if I want to spend an extra $6 on something so I could receive a second mini grocery, so I did. Because I was encouraged to spend more money with New World I did because I was getting something in return. This had me engaged as a customer as I want to collect as many as possible. This campaign also attracts other customers that don’t shop at New World to change where they shop and go to New World instead. It also engages children as they want to collect all the mini groceries so they encourage their parents to shop at New World.
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Business Is Starting To Understand the Power of Social Multi-Media

Business Is Starting To Understand the Power of Social Multi-Media | IMC S2 Milestone 2 | Scoop.it
The pace of technological change is accelerating rapidly.

 

 In the case of social media, it is rapidly becoming social multi-media, meaning we have the addition of photos, graphics, animation, music, video, and more. Why is this happening? Because social media really isn’t about the word “media”; it’s about the word “social.” It’s about sharing. And as you know, we have lots of different ways to share online.


We have social photo sharing such as Flicker, social video sharing such as YouTube, social game playing in 3D environments, and many others. But what we’re seeing today is that all the social media sites are making it easier for users to add any and all types of media to their posts, thus creating a new multi-media form of social sharing.Google Plus, for example, takes Twitter to a new level in that it allows us, very easily, to put photographs and videos within our social communications. Facebook has allowed us to do that for some time and it’s now making that easier and easier.


The point is that we’ll increasingly see videos, photography, graphics, animation, and 3-dimensional simulations as a part of social media, because, reading words is one thing; actually seeing those words come to life is another. It’s human nature to humanize technology and adding different types of media to what we are sharing makes the sharing more meaningful, connected and fun.


One of the key benefits of social media is creating social trust. This is important for business to understand, because when you say your product or service is the best, people may or may not believe you. But when people see their friends and others “just like them” saying something is the best, now you’ve developed social trust for your claims. People are then inclined to think: “My friends and colleagues are saying this product is the best, it must be.”


So how do businesses humanize the social media ads and marketing campaigns they’re implementing? They will humanize them with photographs and videos of employees; happy customers using you’re their products, and illustrations of how customers have saved time and money using their services. It’s time for business to go beyond simply writing blogs and posting tweets, they need to embrace the quickly evolving world of social multi-media.

 

Emiliya Ravkina's insight:

As author sates Social media is all about sharing and now there are different ways of sharing.

The key to success today is to have an active social networking strategy. This is the way to attract younger audiences. Social networking activities are tools for reaching larger number of people, inexpensively, but they are not yet the tools that bind people and to make them major donors members or volunteers.

Posting and sharing frequently can be a daunting task, especially when you cannot directly measure the effect it has on your sales. A direct increase in leads and customers is the goal of most marketing. One of the key benefits of social media is creating social trust. Important when business understand that when they say the product or service is the best, people may or may not believe it. But WOM and other feedbacks can help to develop a social trust.

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Peggy Yao's comment, September 24, 2013 11:10 PM
TRUST is the keyword every marketers trying to build. How to connect trust with social media? Consumer engagement plays an important role on consumer trust, such as feedback, rating, or commend on restaurant, online shopping or specific product. Consumer tends to listen more on what user said rather than the marketer. Fortunately, social media is the platform that marketers can highly engage with consumers, what can marketers do is to spread out the positive information on social media and also make sure integrated with different social channels to reach larger audience increase exposure. Motivate audience to share and like your post across multi-media to make it connected.

What I disagree on Emiliya’s point of view is that I don’t think now days social media is only used by young generation, I believe that social networking strategy segmentation has become lager than it used to be, of course, there are great among of young generation users, however, middle upper age demographic also is growing consistently, it is the segment that marketers should not ignore
Alysse Woodward's comment, September 26, 2013 8:40 PM
In this article it talks about social media creating trust. I think this is an important aspect businesses should be aware of. Creating trust in any business is important and gains customer loyalty. Facebook is a good social media site that can help businesses gain trust of their customers. If a customer writes a positive feeling or thought about a business on their the company Facebook page other customers are going to see this comment. If more and more customers do this and discuss information and experiences each customer has had, this creates a positive image for the company and therefore gives new customers a sense of security before dealing with a new business. The more positive awareness a company can build the more trustworthy the business will seem to new customers.
Andrew Tibbetts's curator insight, October 15, 2013 7:36 PM

This article talks about the current need for businesses to get involved with the social media aspect. These businesses need to use social media in order to create social trust. The article goes on to discuss how social can be used as well as benefit you in the process. When people see their friends "like" something on social media, it creates a source of trust, and then you end up liking and trusting it because your friend did. These businesses can post pictures, diagrams, and blogs among a few in order for their clientele to view what they have to say or show.

This article was originally posted by business2community.com

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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 S2 Milestone 2 | Scoop.it
Emiliya Ravkina's insight:

Direct marketing as one of IMC tools in which organisations communicate directly with target customers to generate a response and/or a transaction. Direct marketing employs a number of media such as: direct mail, telemarketing, direct-response broadcasting, the Internet, and print.

Direct mail is often called “junk mail”- unsolicited mail as customers receive. In the past advertisers were trying to avoid direct mail, because they believed that it was useful only for low-cost products and services. However the correct use of direct mail could be very effective and beneficial for well-known organisations and brands. One of the examples is Porsche it uses direct mail to target high-income, upscale consumers who are most likely to purchase its expensive sports cars.

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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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The Dilemma for Direct Marketing in a Social Media World

The Dilemma for Direct Marketing in a Social Media World | IMC S2 Milestone 2 | Scoop.it
In the age of social media, and marketing transparency, some direct marketing tactics seem completely out of place.

Via Jim Intihar
Emiliya Ravkina's insight:

The idea of the article is sending a personal direct message to the potential customer is would be effective. However the idea of swapping from using social media to direct marketing is not that good. Yes, direct marketing is more personal and gives consumers the idea that the company is concerned about them personally, but for the company use of both social media and direct marketing would be much more effective rather than use of one of them. When using direct marketing and social media marketers have to be very careful in planning a marketing program.  As we all know every customer/ person portrayed things in different way, so marketers have to create a program that would be suitable for all target markets. 

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Jim Intihar's curator insight, April 27, 2013 8:45 AM

Great points for direct mail in a social media world.  #fairfaxprntingim

Peggy Yao's comment, September 24, 2013 10:39 PM
Direct marketing and social media which one is the better marketing campaign?
I agree Emiliya’s statement; marketers cannot give up one or other between direct marketing and social media. Why? It is all about integrated marketing communication, a powerful concept or process to maximize marketing effectiveness. There are a lot of people feel annoying on what they receive on their email everyday, however, as a marketers point of view, we can’t just giving up or don’t use it marketing tool. As this article has also state everyone thinks and acts differently, there is no one characteristic or behavior can represent entire market.
Alysse Woodward's comment, September 26, 2013 8:49 PM
I think this is a very extreme example of direct marketing, I like that it is creative but as the article says; receiving something like that may not suit every audience. When pumping time, effort and money into direct marketing strategies it is important to identify what market you want to target and focus on attracting this market rather than sending marketing material to everyone and anyone. The combination of social marketing and direct marketing should be used by integration of one an other. Using social media to support your direct marketing campaign can still keep things personal but now days a lot of people do not have time to sit down and read through information delivered in the letterbox. Email can be used as an alternative as email is easily and readily accessible in daily routines.
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How are brands using audience involvement to increase reach and engagement?

How are brands using audience involvement to increase reach and engagement? | IMC S2 Milestone 2 | Scoop.it
Audience involvement is the process and act of actively involving your target audience in your communication mix, in order to increase their engagement with your message as well as advocacy to your brand.

Via Alex Butler
Emiliya Ravkina's insight:

Many companies now feel that traditional media advertising has become too expensive and is not cost effective and are shifting their monies to lower-cost, more targeted communication tools such as social media (Internet) as well as sales promotion, event marketing, sponsorships, and various direct marketing methods. According to a survey from Deloitte, nearly a quarter of people age 16+ use communication tools to discuss what they are watching on TV, which is about 50% of 16-24 years old doing so. Communication mix helps increase customer/ audience involvement, which increases their engagement with your message as well as advocacy to the particular brand. Marketers realized that consumers became less responsive to traditional advertising or even avoiding by zipping and zapping the ads.

 

more...
Kristy Leong's comment, September 26, 2013 6:43 AM
@Janessa’s comment, How are brands using audience…” I think that this article was a good read and easy to follow and understand what they were saying about the communication mix process. I agree with Janessa that it could be the future for creative advertising as they are advertising the feedback from their consumers, which shows their loyalty basis. The 3 approaches discussed in the article are all based on consumer engagement online, which I think that it’s great to get a variety of a communication mix.
Reuben Gordon Dalziel's comment, September 26, 2013 4:21 PM
Social media is able to establish and build strong connections and engagements from businesses to audiences if used correctly. This particular demonstrates how marketers can use social media as a platform to extend their and improve their brand image. If used correctly, it can be a big part of the overall communication mix and allow the company to interact with consumers through videos, competitions and other forms of involvement, thus building a relationship with consumers.
Alysse Woodward's comment, September 26, 2013 8:57 PM
This article had me thinking; this approach using audience involvement to increase reach and engagement is a very good example of what supermarkets are doing at the moment, New World with their mini groceries and Countdown with their cutlery. Customers send a certain amount at their supermarket and in return get rewarded with a tangible item. This encourages customers to spend more (New World you have to spend $40 to get one mini grocery). For example I shopped at New World and spent $74 the lady at the counter asked me if I want to spend an extra $6 on something so I could receive a second mini grocery, so I did. Because I was encouraged to spend more money with New World I did because I was getting something in return. This had me engaged as a customer as I want to collect as many as possible. This campaign also attracts other customers that don’t shop at New World to change where they shop and go to New World instead. It also engages children as they want to collect all the mini groceries so they encourage their parents to shop at New World.