The articles provides valuable insights as to how social media is used as a direct marketing channel to reach a wider range of potential consumers. Direct marketing, also known as response marketing, is an effective way of connecting and communicate with consumers in a way that will help improve information on the target audience. A survey done by StrongMail shows that social media has a strong connection with email marketing. It mentions that email is an integral part of social media, and it keeps members of social media informed about the latest news and updates. Social media is a great way to obtain information on potential target markets due to the sheer amount of information posted on these websites. Marketers gain information on their consumers through these media platforms, these can then lead to valuable consumer insights simply by their shared interests. This enables marketers to direct their campaigns to a targeted group of consumers. And once this information is gathered, the integration of two channels such as Facebook and email systems give marketers a more complete view of their customer and how to market their brand. Due to the amount of personal information disclosed by members of social media platforms, marketers are able to use these systems to create direct marketing campaigns to a specifically targeted consumer base.
Pretty Little Liars’ TV series was awarded as the most social tv show 2013 due to its signifcant engagement online on Twitter and Instagram. Using social networks like Twitter and its hashtags, to interact with a television program is called “social TV”. It involves the use of a second device in addition to the television. In relation to IMC, the viral and collaborative nature of social media and television provides brands with the ability to build brand authenticity and loyalty among users. Thus social media allow brands to refine their segmentation strategy by reaching a narrow target audience through television and vice versa.
The article is about creating awareness to change consumer behaviour and stimulating trials to create brand habits in order to increase purchase behaviour. In relation to sales promotions as an IMC tool, this article shows how stimulating consumer behaviour through sales promotions is an important tool for creating brand awareness. Sales promotions influence consumer perceptions about a brand as well as their behaviour to reinforce brand image, enhance consumer brand involvement and in turn further develop IMC efforts in building brand equity
Creativity in advertising involves transforming strategic thinking into ideas that are able to communicate messages to the target consumer market effectively, as shown on the various print material, creativity can be used as a solution to a communication problem. For example, the Simpsons character Marge, is known to have frizzy hair. In some episodes she is shown to try to transform her hair into a much more appealing look. In relation to creative advertising, Dove shampoo has used Marge Simpson character so others find the same issue with unruly hair relevant and meaningful to their own lives. It also creates differentiation by linking two well known brands "The Simpsons"and Dove, thereby stimulating consumer attitudes and feelings towards the product.
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