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Rescooped by Wenjing Zheng from The Marketing Technology Alert
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2013: The Year of Marketing Integration

2013: The Year of Marketing Integration | IMC milestone 1 | Scoop.it

There are three levels of integrations you need to check out in 2013:

Channels: More channels will start to integrate and consolidate as offline and online begins to work in concert together and the integrations of channels become more possible through new tools and solutions. Campaigns: Integrated campaigns will become the default for marketers who are trying to leverage content across multiple channels and make the most out of their media spend.Tools: Tools will start to consolidate as more marketers look to streamline their process, cut operational costs (time and money) and leverage the effect of seeing all their campaigns, channels and data in one place.

 

As marketers – especially “marketing scientists” – data is life and the ability to track and measure every single pixel you put out there has become much easier over the last year. But in 2013 we will start seeing applications that can make sense out of the exabytes (1 million terabytes) of data and provide insight and intelligence that will help you make smarter decisions.

 


Via marketingIO
Wenjing Zheng's insight:

 

Due to improvement of technology, more business are using the social media platform to create higher volume of brand awareness, as it is an efficient way. However the basic concepts of marketing stay the same. There are more new ways to achieve the old goal which is increase the demand of the product such as channels, campaigns, tools. These will help the company speed spread their brand. 

 

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JENNYHA's comment, August 22, 2013 3:46 AM
More than just the advancement of technology, I think what the article mentions is that brands MUST now exist on social media platforms, and if they’re not then their business will fall behind. I think it has more to do with consumer behaviour than technology that brands are now using social media. It is the consumer that is spending more time online, sharing content and browsing the web.
Enele Westerlund's comment, August 22, 2013 7:30 PM
Businesses definitely need to utilize technology as soon as they can in case they fall behind on a good opportunity other competing firms will take. I agree that technology definitely makes it easier to convert large amounts of information into knowledge. Your insights are right, there a various methods to reach marketing objectives that would decrease the time taken to spread awareness of their brands.
Rescooped by Wenjing Zheng from vicky hu
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Week 5 Program planning, objectives, budgets, measuring success - Is Your Marketing Strategy Working? How to Effectively Measure Your Progress

Week 5 Program planning, objectives, budgets, measuring success - Is Your Marketing Strategy Working? How to Effectively Measure Your Progress | IMC milestone 1 | Scoop.it
Image source: la.eater.com Whether you are a large chain of restaurants or a mom and pop neighborhood eatery, your marketing strategy is vital to t

Via Peixin hu
Wenjing Zheng's insight:

This is a great article to read, it gives some idea about how to measure whether the company has a right marketing strategy.  For every company they must have a goal, well you might think of profit, what I mean is something else, that has nothing to do with the profit, but it increase the awareness of your brand. For every business or brand, the first thing to do is communicated with consumers in order to gain the brand awareness and knowledge of consumer about the brand. When you create an objective, it make easier for you to measure your successful. 

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JENNYHA's comment, August 22, 2013 4:07 AM
I think your insight on communicating with consumers is spot on. I think brands need to know who their consumers are, how they behave, what they like etc in order to correctly target and market to them. Without their consumers, brands stand to fail. From a consumer’s perspective, I find I trust and am loyal to brands that really relate to me and seem to speak to me on a personal level. Those are the brands that have really thoroughly researched their target market.

Objectives do make it easier to measure success. I think they also help to measure progress and how far the business has grown. It can also help to identify which areas in the business need working on.
Enele Westerlund's comment, August 22, 2013 7:44 PM
I like your insight of how profit isn't a goal, but rather simply a result. Increasing awareness of a brand in a measurable manner is definitely an important aspect of marketing. Most businesses throw out the idea of measuring the market and tend to only push out information that does not engage consumers. Your articles take on a call-to-action hits home with the idea that you need to motivate your consumers to want to do something in turn, rather than read and move on.
Candace Pritchard's comment, August 22, 2013 11:56 PM
This article gives an insight to setting goals and mesuring the success of the goal. As Rueben has said - it is important for your goals to be realistic as well as relate to your brand image. The article states that when setting goals you need to set a clear goal and objective, keep it simple, be different,focused and track your results. This is agreat way to keep the motivation in the goal.
Rescooped by Wenjing Zheng from Brands and Brand Management IMC
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What is Branding? And Should Small Businesses Care?

What is Branding? And Should Small Businesses Care? | IMC milestone 1 | Scoop.it
What is branding? This articles answers the question in terms small businesses understand, and offers 4 quick and inexpensive ways to reinforce brand. (The importance of branding for small businesses - nice article but don't forget about signage!

Via Matthew Randrup
Wenjing Zheng's insight:

This article shows the important of a “brand” for a business.

 Brand can be a logo of your product, or image of products which creating an identity of your products, it keep your company apart from another.

A good brand can create the loyalty and awareness for a business. For example: Star Bucks, when I want to have a coffee to wake me up in the early morning, the first thing comes into my head is Starbucks. A good branding helps consumers remember the company, as you recognize the brand, and you know what you expected from the company.

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Joly Yuan's comment, August 22, 2013 10:28 AM
Hi, Cen xun, thanks for sharing this article. As we may know marketing is always link to the word”branding”. This article shows that branding is very important for companies especially when products in the same category with identical function. There are lots of definitions of branding. The writer has picked out the best one “a brand is what sticks in your mind associated with a product, service, or organization — whether or not, at that particular moment, you bought or did not buy.” In other words, Brand is to create an identity. To establish trust between the customer and our brand is to make customer accept our brand from their perception. Then the writer has clearly explained the value of branding. She said branding is what creates customer loyalty. And there are 4 low-cost actions to build a strong brand. Firstly, start with clarifying what your brand stands for. Secondly, audit your marketing materials. Thirdly, demonstrate it with stories. Lastly, use colors, symbols and other elements to create visual associations.
Shay Narsey's comment, August 22, 2013 10:19 PM
i agree with matts comments on this as branding is an essential part of any product and company. the right branding tools must be used to keep the brand fresh, relatable and one that people desire and want to wear or represent. Often a brand refresh can increase engagement with the brand as trends change and so must the brand to stay relevant
Markus Schobel's comment, August 22, 2013 10:31 PM
This article demonstrates that the in the article the value for branding is high it helps create customer loyalty and is vital with brand awareness it separates you from your competitors.
Rescooped by Wenjing Zheng from BRANDING
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Branding Strategy Insider | Brand Messaging For A Strong Emotional Response

Branding Strategy Insider | Brand Messaging For A Strong Emotional Response | IMC milestone 1 | Scoop.it

Via zzz
Wenjing Zheng's insight:

A great article to read, “Everybody feels (emotions) before they think (rational decision)” I am totally agree with this point. Just give an example that we had during the workshop, Hell Pizza.

Some people felt offence by watch Hell Pizza’s ads, so they felt offence first before that they making a decision. This article states the importance of having a customer’s positive and strong emotional response for a successful business. After reading this article I believe that these guidelines :Get Physical, keep it simple, keep it close to home, focus on faces ,make it memorable relevancy drives connection, always sell hope, don’t lead with price, and mirror the target market’s values and believability sticks, can help a brand to avoid failure.

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JENNYHA's comment, August 22, 2013 4:03 AM
This is a great article to read, it gives some idea about how to measure whether the company has a right marketing strategy. For every company they must have a goal, well you might think of profit, what I mean is something else, that has nothing to do with the profit, but it increase the awareness of your brand. For every business or brand, the first thing to do is communicated with consumers in order to gain the brand awareness and knowledge of consumer about the brand. When you create an objective, it make easier for you to measure your successful.

I think it would be really interesting to see ads that utilise the 'Get Physical' guideline the article suggests. It would be cool to see mass produced ads that play on touch, smell and taste! Maybe we'll start getting furry billboards, or edible print ads!
Enele Westerlund's comment, August 22, 2013 7:40 PM
Your insight is spot on, where everybody 'feels' before they 'think'. I agree with the article where sight and sound is definitely overused with most campaigns. I like the points raised where keeping it close to home, relevancy, and making it memorable are important factors. It also didn't occur to me, until I read it, the point of not leading with price.
Rescooped by Wenjing Zheng from Brands & Brand Management
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Brand Management Guides: 5 Elements of Managing your Brand

Brand Management Drivers: Developing and managing sustainable brands requires a disciplined system of delivering exceptional and relevant experiences for the customers and stakeholders through effective connections and ongoing engagement as well as...

Via JianWang
Wenjing Zheng's insight:

 

 

This article shows the 5 important elements in managing successful brand: experience, connection, engagement, advocates and promise. These five points all shows the important of building a good relationship with consumers in order to maintain the brand royalty.

 

First key element is experience. Company aims to create an ongoing customer and stakeholder experience. Connection is using online media to make a bridge that connect consumer and the brand, nowadays the technology is an efficient way to do this. Lots of companies have their own facebook, it help the company speedy to spread the message across in a very targeted way. Once you connect with target market, here is the engagement comes into place. Creating an ongoing engagement with target market creates emotional attachment to the brand and people follow your activities. It is important to have brand advocates who understand, believe and trust the brand and share their opinions with the community. Promise is the last factor of brand management, In its simplest terms brand is a promise - what you stand for and what you live for as a brand or company.

                                                              

To create a successful brand, the consumer royalty of the brand is really important. It is the key thing but it also is hardest thing to do.

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Anna Kong's comment, August 22, 2013 8:47 PM
I agree with Gibson, great article it's interesting and gives a good idea on what brand management is,
Matthew Randrup's comment, August 22, 2013 10:08 PM
i agree with ahmed that social media is highly important in getting consumer engagement with the brand. I like the mention of the five elements as this can be used as a format to create this connection.
Shichi Zhong's curator insight, May 14, 2014 12:27 AM

Short article but very helpful. 5 elements include: experience; connection; engagement; advocates; promise. The first one is experience which is the most important element in brand management. "you should think through the process of creating an ongoing customer and stakeholder experience", as a brand manager you should keep thinking about how the experience could influence the consumers/shareholders then can easily change the branding strategy for better experience of consumers. Other 4 elements are pretty much based on how the experience is set up.

Rescooped by Wenjing Zheng from Consumer Engagement: How this happen's.... or not!
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Walmart propels Easter sales via interactive mobile campaign - Advertising - Mobile Commerce Daily

Walmart propels Easter sales via interactive mobile campaign - Advertising - Mobile Commerce Daily | IMC milestone 1 | Scoop.it
Wal-Mart's app wins for consumer engagement...but loses by linking to a site not optimized for #mobile. http://t.co/qeedUtmFWg

Via Mike Kirkwood
Wenjing Zheng's insight:

This article clearly states the process of consumer engagement .Walmart apply the consumer engagement by use Mobile apps to linked their own web page. The apps are getting people to play the game which engaging consumers with its brand. Walmart use the apps as a smart way of IMC Program to increase the consumer engagement with consumer, and increase the brand equity.

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JENNYHA's comment, August 18, 2013 9:31 AM
With the clutter of advertising messages we are bombarded with daily, an interactive game is a fun and novel way of engaging consumers.
What is most effective about the game is that it leads consumers to the point of purchase by taking them to the mobile-optimised site. It also shows where the nearest Walmart is located. Consumers who stop to play the game are probably on the search for Easter supplies and if not, it allows Walmart to be the top-of-the-mind brand when the consumer does need to buy candy. The game also has an appeal to children who love candy and have great influence over family purchase decisions.
Walmart seem to be leaders in engaging consumers on their mobile phones, incorporating technology such as QR codes, and location-based technology into their advertising. They are keeping up with trends allows companies to better target their consumers.
Enele Westerlund's comment, August 20, 2013 7:00 PM
Gaming - the best way for people to interact with a subject without even knowing. It's subtle, effective and provides a reason to stare at an advertisement longer.