The article explains the how creative strategies can be communicated effectively. The steps in the article give a good idea about how international marketing communication strategies are created and how they are memorable to the consumer. I found the article to be an interesting read because it is about the creative steps marketers use. "Advertising creativity is the ability to create solutions to different problems in communicating a message. It is about generating new and unique ideas that can be used to develop these solutions. “Which is what I find largely interesting when talking about the planning stage of the IMC process.
I agree with the points that this article is trying to make. Direct marketing is an effective tool for both marketers as well as the consumers. For marketers they can interact with consumers on a personal level like never before, and for consumers they can specify modifications that they would like to see in the future based on their changing requirements. I agree with the point that direct marketing is more relevant than ever, due to the introduction of smart phones. This allows marketers to contact consumers anywhere in real time. Creating an emotional bond that has not been able to be created before.
The widespread adoption of Internet, social, and mobile technologies has shifted power from the producer to the consumer. In this new “techonomy,” the increasingly sophisticated and highly-connected consumer expects more from brands; he or she wants personalization, relevance, convenience, simplicity, and proximity. To stay competitive, brands need a new approach to consumer engagement and conversion. They need an integrated digital marketing strategy.
To help the reader fully appreciate the importance of integrated digital marketing, here is brief list of the top Marketing Trends for 2013; it represents a mash-up of my own thoughts coupled with everything I’ve been reading over the past year.
Ta-Ral Jhagroo's insight:
The artical is very insightful on a concept that involves integrated marketing. The article presents very good points which I strongly agree with on the way that marketing is headed, into a new “techonomy." Everything now a day you do involves some type of technology, or you'll be able to find an app to help you. Companies are turning to social media as well as other digital sights to answer customer question, establish customer relationships, gain feedback as well as many other key things, technology, as in apps, social media, etc, in marketing is now just unavoidable. The article makes one clear point which I firmly agree with; To stay competitive, you must form meaningful connections with the people who matter most: those who find value in your brand. Which in other words, you need integrated digital marketing.
One of the members of the SME Strategy Facebook community asked the other day: "When you have a brand name with poor strategy or a strong strategy with out a brand name......... which will lead to success ?
I agree with the points that this author is trying to point out in this article. Both the brand and strategy are important, as the combination of the two leads to a businesses success. The strategy, in my opinion, is far more important in the earlier stages of establishment of the business. While a strong brand is important for recognition and differentiating itself from competitors, it will all mean nothing without the right strategy to get it out to consumers to recognise in the first place. Once the strategy is in place and growth occurs, then the brand strategy will become important to sustain and increase growth.
In business the way your brand is perceived is a huge indicator of the popularity of your product and in turn how it will sell. I strongly agree that the changing role of influence has a large part to do with this. Influence is something that is always changing with the times affected by various things. It pays to always have the brand on the right side of the influence. The impact of social media had become the largest way that companies can influence a brands reputation. Social media is all around us and is constantly being screened in front of potential customers. It is easy for social media to influence how people view bands in a negative, or a positive way. The presence of brand experience is also a factor with household brand names normally having influences with good connotations attached. Overall, the reputation of a brand is a very powerful thing, instilling psychological attachments in the minds of consumers can prove to keep customer loyalty, meaning that the customer will be more likely to come back and purchase your products.
I believe the points in the article are very accurate and agree with them. I agree with the points about creating an effective communication mix and measuring objuectives with results. The example used of Apple to portray the points is a stella example as Apple can be reffered to by many as "the becon of great retail." Also the point of sopping becoming digtalised is the way of the future. However agreeing with the point above I too also think that in saying that it does take away the direct experience of going out and seeing a tabgable thing.
The article is extremely though provoking and looks at the emotional responses when communicating with a customer. The author highlights that, people will forget what you say, people will forget what you do, but people will never forget how you made them feel. I felt that during my experiences with brands this is very true. The article also talks about the classic model of advertising; Advertising --> attitude --> behaviour. But due to being based on the wrong assumptions, has been altered to; Advertising --> salience --> behaviour.
In the salience model, advertising builds and reinforces consumers’ memories about a brand. I think ultimately emotions are the strongest thing a marketer can use to get their brands messages across. It establishes a relationship, with like human to human can be strengthened. Appealing to emotions enhances the trust on a brand by a consumer and therefore can lead to customer loyalty.
The article presents good insight to how businesses should deligate spendings on social media. Social media is the new highway for companies to market to brands, but for some businesses it may not feasable due to the products they are trying to market. The author presents good points and I agree with his points on organising online marketing. The narrative - story to market, development - developing the right message for the consumer, interaction - communicating with consumers and planning - looking at trends. The points were thought provoking on the whole process.
Look at 15 brands that have figured out how to have consistently stellar branding across all of their marketing assets.
Ta-Ral Jhagroo's insight:
I agree fully to the way that the branding of a product is associated to and directly compared to a relationship. Personifying the concept of branding gives a great insight for what markers should be striving to achieve when they set out to promote their brands. Having this relationship from brand to customer connects them on a personal level, providing them with these positive feelings, will increase their brand loyalty and keep coming back to purchase the product. Above all, the customer will feel like the product is dependable and that they can trust a brand, much like they would in a person-to-person relationship. This emotional attachment is a very strong method; one that I believe can have very constructive results over time.