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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | IMC-Scoop.it | Scoop.it
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...

Via Erica George, Scarlett Yeounju Kim
Shichi Zhong's insight:

The fundamental purpose of the IMC program is to build brand equity and communicate with current and potential consumers. This leads to an increase in profit and return on investment.

In order to do this, it is critical for IMC practitioners to establish objectives.  This article describes how to establish well-stated objectives. The author argues that ‘well-stated objectives are the across-the-board, key to success because they provide the foundation for measuring and evaluating the entire Marketing Communications Program’. They suggest utilising the SMART system and ensuring that objectives are: Specific, Measurable, Attainable, Realistic and within a Time frame. These standards mean that objectives must be defined one at a time, simple; easily assessed by number; achievable; feasible and having a specific time line. These are probably well-known go-to theories for a marketer. However, many marketers find it difficult to identify the critical steps to build IMC objectives. This is because IMC objectives need to be separated from marketing objectives. IMC objectives are also much more specific and require holistic approaches. However, establishing IMC objectives is an important task to create successful IMC programs because specific objectives are the foundation on which all other promotional decisions are made. If there is no decision-making process there is no success in business. In order to be successful, business objectives need to be evaluated as well. There are many uncertainties in the real world and the entire IMC program relates to a budget. Therefore, if the objectives cannot be measured this may indicate that they are not well established. Setting objectives can be troublesome but if there is no well-established objective there are probably no sales being generated.  As a marketer one should keep in mind that the purpose of an IMC program needs to have two perspectives: the first one is to generate sales and increase profit, the second is to communicate with consumers. 

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Logan Harris's comment, September 24, 2013 10:43 PM
I agree with you Ksenia in that SMART objectives are a starting point; however I would argue that they come before getting creative with consumer communication.
Not that I don’t think that getting consumers engaged is hugely important, but I think that any brand needs a strategy to achieve this, and that is where SMART goals come in. I have personally run headlong into great ideas for projects and been pulled up short when I realised I didn’t actually know what I wanted to achieve! They also help when evaluating a finished project by showing whether or not creative communication has accomplished the goals it set out to.
Creativity, catching attention, and creating engagement are fundamental goals, and SMART objectives are the starting point of accomplishing them.
Yuhang Wei's comment, September 26, 2013 9:57 AM
@Scarlett Yeounju Kim: I agree with your comment"The fundamental purpose of the IMC program is to build brand equity and communicate with current and potential consumers. This leads to an increase in profit and return on investment". This is the key point of IMC. The article used SMART objectives, which are used when communicating a product or brand. Simple; Measurable; Achievable; Realistic and Timeliness. These five elements can make sure the marketing communications success and then achieve the goals. You have a very detailed explanation about these five objectives and also your own opinions about the article. This is a very interesting and helpful article to let me understand the IMC deeply. IMC is about a process which contains many different elements to make the process better and SMART is one of these elements to help marketers develop the strategy well and also make the profit.
Holly Adams's comment, September 26, 2013 11:50 PM
@scarlett. Great article above, describes the usefulness of SMART extremely well. It is such a great thinking tool to have and MUST be uterlised effectively in every company and business. It allows us to stay focused one the important issue that is within each company. Often many company's (if not focusing on SMART) will miss the Simple aspect to a product or service. Many of us tend to over create and over think in product design and advertising. SMART is a must within a business and or company.
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4 Reasons to Rethink Facebook Engagement - Small Business Trends

4 Reasons to Rethink Facebook Engagement - Small Business Trends | IMC-Scoop.it | Scoop.it
Mike. 4 Reasons to Rethink Facebook Engagement | The Perfect Storm Team | Scoop.it. Joe. 4 Reasons to Rethink Facebook Engagement | IMC Week 1 Consumer Engagement | Scoop.it. Elana Winfrey. Tanya Smith Lorenz.

Via Scarlett Yeounju Kim
Shichi Zhong's insight:

Social networking is a key tool to engage with customers. The most popular and largest social network is ‘Facebook’. Facebook has been very efficiently fulfilling the function of customer engagement so far. However, it is getting bigger and more crowded so that many marketers start doubting its validity. Yet, it is still loved and utilised by many audiences. Thus, as a business person who wants to boom their business one needs to make wise decisions about which tools they will use. Advantages and disadvantages always exist at the same time. Thus before making a choice between customer engagement tools, the business owner should first recognize what type of target market they have. Shawn argues that Facebook is not used much by adults and also its use has decreased, there has been a lack of engagement, and issues of noise and overload exist. However, young adults are still enjoying Facebook, which means if the business target market is teenagers it could still be successful. The social networking is a luxury - it is not compulsory but when users have free time they can participate. Also if the organisation is expanding, unexpected situations will always eventuate. However, this occurrence can result in positive attention.  Therefore the business owner should understand the function of customer engagement tools and their target audiences for boosting their business. The role of IMC is to create positive relationships with customers, which will build brand equity. Because there are many types of IMC tools, the key method to build and maintain brand equity may be to choose the right IMC tool.

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Holly Adams's comment, August 18, 2013 8:33 PM
Very good article, and very true. While looking for a product or company facebook is always my last option, with my first being Google search as i find if you look at the Facebook pages you can't seem to find any useful information. However i do notice a lot of 'new' companies / products on Facebook through the advertising and use of internet cookies, which will sometime lead me to check out the website, however not often enough. Agree with the dependent of who your target audience is with whether you use Facebook or not. Personality i think facebook is good when advertising a 'one off' event such as the Big Day Out or Parachute music festival.
Scarlett Yeounju Kim's comment, August 19, 2013 2:40 AM
I agree with your comment Holly... the most important element of IMC's objective is specific target audience....
Yuhang Wei's comment, August 21, 2013 6:51 AM
Face book is now very popular in the world and it can be seen as a very successful engagement example in IMC. With no doubt, almost all companies today has its facebook link to attract consumers and integrate all information together by facebook. Even though Facebook is a social website, its function is more than just a social media website. Good article though to discuss and analyse the situation that Facebook's role in marketing area.
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Mobile provides unmatched consumer engagement tools for Fashion Week - Luxury Daily - Mobile

Mobile provides unmatched consumer engagement tools for Fashion Week - Luxury Daily - Mobile | IMC-Scoop.it | Scoop.it

Via Ksenia Khor, Scarlett Yeounju Kim
Shichi Zhong's insight:

The high end fashion industry has until now only been able to carry out limited targeting for specific customers because it could not find proper communication tools. Therefore the fashion marketers have had to rely on advertising to create value for their brand. However, mobile provided a new touch point for them. During the 2013 New York Fashion Week, smartphones were an essential element for the high end fashion marketer to provide a special experience for their customers. It provided more value both for customers who did not participate and who did participate in the show. Participating customers can upload their favourite designers’ clothes, comment their own thoughts and explore different opinions of other participating customers.  People who did not participate at the show could also check what was hot and new through real time streaming on the fashion show application or their friends’ Facebook and Twitter . This was enough to help to draw customer’s attention to the specific fashion brand. The main purpose of IMC is to build brand equity in order to maintain and increase awareness of the brand.  However, the high end fashion industry had to target only affluent customers because they could not find the right touch point to communicate with middle class customers.  However the industry now has an opportunity to expand their target market through smartphone applications - no matter how much customers are earning they are increasingly exposed to the brand. It also aids communication between customers and the brand and supports specific information for them. Through smartphone applications they can share their own story with their customers and can create emotional value between them. Emotions arethe strongest relationship between the brand and the consumer, based on feelings and emotional attachment to the brand. Therefore, if strong emotional value exists between the brand and its customers, the brand loyalty follows automatically. Creating emotional value can be tough work because it is intangible. However, it can be the only really effective method in our fast-paced contemporary technology era.

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Ksenia Khor's comment, May 6, 2013 1:01 AM
Absolutely! And I think through mobile marketers can actually create a real hype around an event or product.
Scarlett Yeounju Kim's curator insight, August 16, 2013 3:11 AM

The high end fashion industry has until now only been able to carry out limited targeting for specific customers because it could not find proper communication tools. Therefore the fashion marketers have had to rely on advertising to create value for their brand. However, mobile provided a new touch point for them. During the 2013 New York Fashion Week, smartphones were an essential element for the high end fashion marketer to provide a special experience for their customers. It provided more value both for customers who did not participate and who did participate in the show. Participating customers can upload their favourite designers’ clothes, comment their own thoughts and explore different opinions of other participating customers.  People who did not participate at the show could also check what was hot and new through real time streaming on the fashion show application or their friends’ Facebook and Twitter . This was enough to help to draw customer’s attention to the specific fashion brand. The main purpose of IMC is to build brand equity in order to maintain and increase awareness of the brand.  However, the high end fashion industry had to target only affluent customers because they could not find the right touch point to communicate with middle class customers.  However the industry now has an opportunity to expand their target market through smartphone applications - no matter how much customers are earning they are increasingly exposed to the brand. It also aids communication between customers and the brand and supports specific information for them. Through smartphone applications they can share their own story with their customers and can create emotional value between them. Emotions arethe strongest relationship between the brand and the consumer, based on feelings and emotional attachment to the brand. Therefore, if strong emotional value exists between the brand and its customers, the brand loyalty follows automatically. Creating emotional value can be tough work because it is intangible. However, it can be the only really effective method in our fast-paced contemporary technology era.

Yuhang Wei's comment, August 21, 2013 6:43 AM
I agree with Holly's opinion. Now social media tools is becoming a important tool to deliver the value to the consumers. Many companies or organizations now use social media such as Facebook, Twitter to promote its product or service. This can be explained by IMC in consumer engagement.
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Integrated Brand Communications: A powerful new paradigm | Carolyn Ray | brandchannel.com

Integrated Brand Communications: A powerful new paradigm | Carolyn Ray

Via Sophie Frakes, Scarlett Yeounju Kim
Shichi Zhong's insight:

IMC is the interaction between a variety of marketing tools. Through that IMC works by engaging with customers to create significant synergies which aid to build and maintain brand equity. In order to maintain brand equity successfully understanding Integrated Brand Communications can be helpful. Within an Integrated Brand Communications program, the aim is to adopt a strategic approach that is focused on building stronger connections with clients or consumers. It is based on consumer-driven marketing. However, the author argues that the most important fact is to understand what their brand is. “Brand” is defined as a relationship that secures future earnings by creating customer loyalty. Therefore, in a way the brand is really more meaningful to customers than to the company itself. However, if the business understands their brand clearly they can recognise the factors that they need to contribute to brand value and in turn they can figure out what their target market is. Even though the business owner or marketers know their brand and target market, if there is no unique idea it is hard to lure the customers’ attention. Therefore in order to create a unique idea, marketers or business owners should study the customers’ attitude, their value position and perceptions and so on. The brand is intangible but branding is an organic process. For this reason the marketer needs to remain engaged with this process so that the brand of the company can be willfully shaped in the midst of the changing economic and social conditions.

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Riley Grant's comment, May 8, 2013 6:07 PM
I agree that this article looks at integration from a different perspective. I think the most useful part of adopting IBM, rather than IMC, is that it is measurable. I think measurability has created the most controversy surrounding IMC. IMB focus would allow companies to truly understand how their efforts are affecting their brand, using brand evaluation. This would in turn would make the lives of marketers and agencies much easier.
Scarlett Yeounju Kim's curator insight, August 13, 2013 3:08 AM

IMC is the interaction between a variety of marketing tools. Through that IMC works by engaging with customers to create significant synergies which aid to build and maintain brand equity. In order to maintain brand equity successfully understanding Integrated Brand Communications can be helpful. Within an Integrated Brand Communications program, the aim is to adopt a strategic approach that is focused on building stronger connections with clients or consumers. It is based on consumer-driven marketing. However, the author argues that the most important fact is to understand what their brand is. “Brand” is defined as a relationship that secures future earnings by creating customer loyalty. Therefore, in a way the brand is really more meaningful to customers than to the company itself. However, if the business understands their brand clearly they can recognise the factors that they need to contribute to brand value and in turn they can figure out what their target market is. Even though the business owner or marketers know their brand and target market, if there is no unique idea it is hard to lure the customers’ attention. Therefore in order to create a unique idea, marketers or business owners should study the customers’ attitude, their value position and perceptions and so on. The brand is intangible but branding is an organic process. For this reason the marketer needs to remain engaged with this process so that the brand of the company can be wilfully shaped in the midst of the changing economic and social conditions.

Yuhang Wei's comment, August 21, 2013 7:01 AM
Very good article and quite interesting opinions. You did a good explanation about your own opinion and I totally agree with you. Branding is quite important in IMC and it need to be done by communicate with consumers to achieve the goal.