Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Integrated Brand Communications

Integrated Brand Communications | Integrated Brand Communications | Scoop.it
Integrated Brand Communications, by Russ Merz, Ph.D.: Breaking Stories about Building, Organizing, Leveraging and Tracking Brands
Russ Merz, Ph.D.'s insight:

Get the latest #brand  stories from 334 contributors, read, share and subscribe.

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A 12-Point Checklist for a Powerful Brand Identity

A 12-Point Checklist for a Powerful Brand Identity | Integrated Brand Communications | Scoop.it

Shape a brand and you shape perception. For enduring value, make sure your business looks as good as the value it represents. The quality of your identity and the sensory experience your brand delivers can be the difference between a lead and a bounce. Following is a 12-point checklist to help you evaluate the attributes of your brand identity.

Russ Merz, Ph.D.'s insight:

A very good summary of key criteria for assessing the strength of #brand identity messages.

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Social Platforms: What Brands Are Getting For Their Efforts

Social Platforms: What Brands Are Getting For Their Efforts | Integrated Brand Communications | Scoop.it

Brands and businesses are busy finding out what their return on social media is. According to this report from L2ThinkThank it doesn’t look so great and even some scaling back from certain platforms is predicted.

 

This is a very interesting report about brands’ social media efforts and their returns. The results should not be ignored. However, it is questionable that these brands are using social media platforms the way they should. A look at the activity of major brands in social media (including brands that participated in this study) reveals rather modest activities and usage of the assets created. This is especially true on Facebook, where brands’ highest investment and focus are Facebook ads. A tool that for the most part helps Facebook to create revenue, but is about as effective as a newspaper ad was 20 years ago, if at all.

 

Brands’ current handling of social media assets (Facebook likes, likers, and people that comment, Twitter followers and re-tweeters) is next to zero. Without using these assets, it is impossible to create a reliable report about the effectiveness of social media for brands. This report was created with data of the past two years. In more recent times, brands have discovered that engagement can deliver better results than advertising. It is pretty save to say that the report for the next two years will show much better returns, as more and more brands figure out ways to handle their social media showrooms.

 

Have a look at the video below and the infographic to learn about the findings of this social media platform survey.

Russ Merz, Ph.D.'s insight:

A useful summary of research showing the returns #brands are getting from #socialmedia marketing efforts. While ads on social media seem to have somewhat weak effectiveness, the findings suggest that the value is enhanced synergistically with the combined use of #email and #search marketing activities.

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10 Ways to Stretch Your Marketing Budget

10 Ways to Stretch Your Marketing Budget | Integrated Brand Communications | Scoop.it

All marketing practitioners are seeking ways to save money and get a bigger bang for their budget buck. How to do that isn't at all obvious. But, sometimes, the answer can be staring you in the face!

Russ Merz, Ph.D.'s insight:

Ten useful guidelines especially number 10.

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Successful Brands on YouTube: Best-Practices and Metrics

Successful Brands on YouTube: Best-Practices and Metrics | Integrated Brand Communications | Scoop.it

Top-performing brands on YouTube understand that consistent and frequent content production leads to increased views, according to recent report by Pixability.

 

The study, which analyzed the YouTube channels of Interbrand's Best Global 100 Brands, found that organizations in the top quartile in terms of views have produced 50% more videos than brands in the bottom quartile.

Top performers also tend to publish on regular schedules that they maintain over long periods of time, the study found.



Russ Merz, Ph.D.'s insight:

Recent study shows that the greater the number of #videos plus the more regular the schedule of publishing over a long time period, leads to greater number of views for #brands posting on YouTube. In addition, videos on YouTube have a longer shelf life (referral value) than posts on other #socialmedia like Facebook. The length of the videos was unrelated to number of views.

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How To Measure Content Marketing Success #INFOGRAPHIC

How To Measure Content Marketing Success #INFOGRAPHIC | Integrated Brand Communications | Scoop.it

How does one measure if their content marketing efforts are paying off? According to this infographic from Brandpoint, there are three major areas one can use to measure content marketing success. These are: Awareness, Consideration, and Conversion.


Via Brian Yanish - MarketingHits.com
Russ Merz, Ph.D.'s insight:

A useful summary Infographic about measuring #contentmarketing success.

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Social Media Strategy Review: Consumer Electronics Sector - Business 2 Community

Social Media Strategy Review: Consumer Electronics Sector - Business 2 Community | Integrated Brand Communications | Scoop.it

Being a tech freak, I have closely followed the growth of the consumer electronic sector in the digital space. I have been witness to Samsung’s meteoric rise in the last couple of years while seeing Dell become efficient in customer service (but obsolete in product?). I will still hold out hope that one day I’ll be able to follow Apple on Twitter. These electronic brands have readily adopted the latest social media practices and haven’t shied away from executing out of the box campaigns. The last few months saw Samsung coming up with an interesting Incredible Art campaign to promote it’s Galaxy Note 2 smartphone while Dell did a good job with its ‘I Can Do Kuch Bhi’ contest on Twitter.


In order to evaluate how the consumer electronics sector is faring on social media, I chose the following 10 brands and studied their social media activities for 30 days, from 16th May to 14th June: Samsung Sony HP Dell Acer Lenovo LG Godrej Appliances Panasonic Philips


A mix of several factors, such as: community size, activity level on social media, prominence amongst the consumer base, media mentions etc. were the reason why the above brands were chosen. 

 

 

Russ Merz, Ph.D.'s insight:

A very interesting and useful analysis of the #socialmedia strategies used by the top 10 #brands in the consumer electronics industry. The author contrasts the brands on their community building activities, their content strategies, their community engagement levels, their customer service, and their sentiment scores.

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Branding Strategy Insider | The Enduring Value Of Random Sampling

Branding Strategy Insider | The Enduring Value Of Random Sampling | Integrated Brand Communications | Scoop.it

There is a view in brand marketing research these days that random sampling is on its last legs. With tons of data in hand and real-time testing on the rise, many claim there is no need for random sampling anymore.

 

This view was even given an imprimatur of historical legitimacy recently in the bestselling book, Big Data: A Revolution That Will Transform How We Live, Work, and Think by Oxford professor Viktor Mayer-Schonberger and Economist reporter Kenneth Cukier. Early on in their book, the authors assert that “[s]ampling was a solution to the problem of information overload in an earlier age,” presumably, a problem that will no longer plague us in the post-revolutionary age of Big Data. The authors then go on to detail all the problems of, well, truth be told, bad samples, not proper random samples.

 

This conflation of bad sampling with random samples by Mayer-Schonberger and Cukier is yet another instance of the sort of confusion that has long characterized untutored discussions of sampling. Muddles like this are sure to get worse as Big Data, mobile devices, digital footprints and cloud computing come together over the very near future.

 

The misperception is that the need for random sampling is obviated by computers able to analyzeyottabytes of data at speeds reaching dozens of petaflops. This misunderstanding can have unfortunate consequences for brand marketing, so a little clarification is in order.

Russ Merz, Ph.D.'s insight:

Finally a thoughtful discussion of why #randomsampling is an important and useful tool for the analysis of data, even #bigdata. The author points out the problems with trying to draw out insights from populational data when potentially all differences may be statistically significant. A must read article for all students of #analytics.

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Surprising Facts About Customer Loyalty Marketing [Infographic]

Surprising Facts About Customer Loyalty Marketing [Infographic] | Integrated Brand Communications | Scoop.it

Is your company more focused on acquiring new customers or nurturing existing ones?

 

Though 63% of marketers consider customer acquisition to be the most important advertising goal, successful companies know that engaging their loyal customers is critical to their bottom line.

 

Recently, FiveStars performed an analysis of 14 million store visits from more than 1 million customers, as well as the results of loyalty programs from over 2,000 businesses. The study found that loyal customers (those who visited stores at least 10 times) account for about 20% of the company's customers.

Businesses, however, shouldn't scoff at the deceptively low percentage. That 20% drives 80% of your business's total revenue and 72% of total visits to your business.

 

According to FiveStars, "depending on the vertical, loyal customers can account for up to 84% of total visits." Best of all, loyal customers spend 10 times more than new ones.

 

Russ Merz, Ph.D.'s insight:

This article and accompanying #infographic provides some surprising #stats that support the importance of #customerloyalty programs for growing a business.

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Leads Take Hold as the Primary Goal of Content Marketing

Leads Take Hold as the Primary Goal of Content Marketing | Integrated Brand Communications | Scoop.it
Nearly half of companies now have a formal content marketing strategy

Content marketing saw its importance balloon between 2012 and 2013. According to conference organizer IMN’s “2013 Content Marketing Survey Report,” the number of US companies with formal content marketing strategies in place jumped from 28% in 2012 to 49% in 2013, while those without a content strategy contracted from 26% to 18% during the same period.

And even if not all companies surveyed had a content marketing strategy in place at the time, another one-third said they were working on one, suggesting that by 2014, the percentage engaging in content marketing will only go up.

 

As more have focused their efforts on content, the purposes of the tactic are convering on one key goal: lead generation. Last year, increasing leads was the No. 4 goal among marketing professionals—cited by only 16%— behind engagement, awareness and loyalty. This year, generating more leads was the No. 1 goal, cited by 44% of respondents, far ahead of any other response.

This points to content marketing as primarily a first step in new customer acquisition, as opposed to a tactic used primarily for hooking current or already-identified customers. However, awareness and engagment were still cited by 19% of respondents each.


Russ Merz, Ph.D.'s insight:

Interesting shift in the roles of #contentmarketing by marketers in the last year. Year over year changes show that lead generation is now the primary role for 44% of the marketing professionals responding to the IMN survey.

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Ikea Make Small Spaces Big 360

Ikea Make Small Spaces Big 360 | Integrated Brand Communications | Scoop.it

Ikea helps you find more space at home with this interactive experience. You’re invited to have a nose around lots of clever ideas. In this interactive film, created originally for IKEA FAMILY members, you can explore a typical, everyday home, choosing which areas to skip to for the small-space challenges you face.

Russ Merz, Ph.D.'s insight:

IKEA shows how to build #brand #engagement through the use of #interactive #video.

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4 Brand Positioning Strategies for Multi-Product Categories - Business 2 Community

4 Brand Positioning Strategies for Multi-Product Categories - Business 2 Community | Integrated Brand Communications | Scoop.it

Brand architecture serves as the corporate roof under which a business can protect and unify its brand portfolio. Fortune 500 companies, e.g. the P&Gs, Krafts, and Coca-Colas of the world, utilize brand positioning strategies to protect their numerous brands from external market forces, as well as to unify brands in order to enhance consumer associations and perceptions. The process of developing brand architecture is a strategic one, based on identifying threats and creating strong corporate bonds amongst brands that work to mitigate the risk of brand failure. These risks can come from not only consumer preferences, but market fragmentation, competitors, and the pressure to extend existing brand recognition across multiple products. With threats like these in an ever-expanding and competitive global marketplace, companies with weak brand infrastructures will struggle to compete.


Hostess, maker of the iconic Twinkie, is a recent example of a major brand failure. The company’srefusal to modify its product line in order to adapt to changing consumer tastes is cited as a major reason why Hostess plummeted into bankruptcy. Since the company’s collapse, private equity firms Metropoulos & Co. and Apollo Group Management have purchased Hostess with the goal of building a stronger and more stable corporate roof under which the Twinkie, Ding-Dong, and other Hostess brands may again flourish. The two private equity firms will need to decide how to best position the brands in order to mitigate the risks posed by the many volatile and unpredictable market threats. If industry best practices are any indication, Metropolous and Apollo Group will position the Hostess brand by modeling one of the four most common brand positioning strategies, shown in the infographic below.

Russ Merz, Ph.D.'s insight:

A very useful article with #infographic that summarizes #brand architecture.

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Cen Xun's comment, August 22, 2013 3:39 AM
this article is quite interesting!! it is very easy to understand the different between brands, the pos and neg of them and what strategy is suitable, easy to understand for everyone
Melika Trott's comment, August 22, 2013 11:19 PM
German, I agree and also find it interesting that a brands profiles can influence one another. Good brand architecture is essential to the success of a brand, without it, or if it is not done correctly, long term success is unlikely, as we have seen with the articles example of Hostess. A very insightful article which most of us can learn from.
heeyeon yoon's curator insight, September 28, 2014 5:14 AM

Brand Architecture refers to the horizontal of the brand to organize for a company that owns numerous brands to optimize brand management, the vertical structure and it can protect and unify brand portfolio. Depending on the relationship between the product / service brand or sub-brand and top brands and corporate brands, Brand Architecture can be classified as Brand Architecture of four. Which are monolithic, sub, endorsed and individual brand strategy.  From this article it says companies looking to frame their brands will lean towards either a branded house or a house of brands strategy. These two brand architectures represent opposite ends of the brand relationship spectrum: the house of brand strategy reflects a more independent, stand-alone branding approach; while the branded house strategy represents a more singular, cohesive brand umbrella. 

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Adopting a Data-Driven Marketing Strategy Brings Challenges

Adopting a Data-Driven Marketing Strategy Brings Challenges | Integrated Brand Communications | Scoop.it

Recently, we explored the different ways digital marketers use Twitter. Now, a new survey shows us how marketers are leveraging data and the challenges than can result.

More Data, More Challenges

According to the Teradata Data Driven Marketing Survey 2013, marketers are relying more and more on and using common, simple, and easily accessible forms of data to drive their marketing initiatives. In fact, 75% or more of those surveyed use customer service data, customer satisfaction data, digital interaction data (e.g., search, display ads, email, web browsing), and demographic data, with more than half using data such as customer engagement (e.g., product usage or preference data), transactional (e.g., offline purchase behavior), or e-commerce data.

 

But when it comes to the different types of tools being used and what marketers are doing with the information, the survey tells a different story. First, only 33% of marketers believe they have a true data-driven marketing culture embedded into their standard marketing processes. Further more, 42% of marketers say that lack of process is the number one obstacle to using data in decision making, so much so that less than 10% of companies said that they use the data they currently have access to in a systematic, strategic way. Finally, 45% of all marketers agreed that data is the most underutilized asset in the marketing organization. 

Russ Merz, Ph.D.'s insight:

Recent Teradata survey finds 75% of marketers using various types of #data in marketing strategy decisions, but only 33% believe thay have a true #datadriven marketing culture.

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Wading Into the Emotional-Value Stream | Branding Magazine

Wading Into the Emotional-Value Stream | Branding Magazine | Integrated Brand Communications | Scoop.it

Understanding value is imperative to creating a successful startup.

If you fail to discover the value that you bring for real people, you’ll never get off the starting blocks. This is true whether you are B2B, B2C, B2B2C or any other combination of B and the number 2. This is true whether you offer a physical product, a fancy new app, a service or even just an opinion column in a blog.

 

Value is everything.


To discover your value, you have to wade into the value stream. As Brant Cooper and Patrick Vlaskovits put it so well in their book, The Lean Entrepreneur,

 

That is why we say that no matter what your startup endeavor is, your job is to discover the value, for whom it’s being created, and whether there’s a large enough market to support the business you envision.

 

Discovering value starts by understanding the concept of value. Value is best explained by breaking it down into three independent and highly-interconnected value streams:  The market-value stream, the functional-value stream and the emotional-value stream.

Russ Merz, Ph.D.'s insight:

An interesting examination of three components of #brand value; price, task and relationship value. 

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Top 10 Free Social Media Monitoring Tools - Brandwatch

Top 10 Free Social Media Monitoring Tools - Brandwatch | Integrated Brand Communications | Scoop.it

The key to making the most of social media is listening to what your audience has to say about you, analysing the data and, finally, reaching social media business intelligence; using all these insights to know your customers better and improve your marketing strategy.

 

If you are a social media rookie, this list of the Top 10 Free Social Media Monitoring Tools might come in handy. When looking for a tool, it’s a good idea to try a couple of them and choose the one that suits your needs best.

However, bear in mind that these tools are not an alternative to Enterprise-level tools, such as Brandwatch, which brought social media monitoring to a new level, offering a much higher variety of services and in-depth analysis. It all depends on your needs.

 

That being said, let’s take a look at some of the best free monitoring tools:

Russ Merz, Ph.D.'s insight:

A very useful list of #socialmedia monitoring serivices that should be in every #brandmanager's tool box.

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The Evolution of Marketing Data [Infographic]

The Evolution of Marketing Data [Infographic] | Integrated Brand Communications | Scoop.it

Metrics & ROI - 

 

With each passing decade, marketers' ability to better understand their customers deepens.

 

In the early 1960s, advertising and direct mail were aimed at the masses. According to the research in the following Infogroup Targeting Solutions infographic, "by 1967, the term 'direct marketing' was coined, referring to communicating directly to the customer based on household and demographic information."

 

In the 1970s, data surged to the forefront of the marketing industry. In 1977, the International Association for Statistical Computing was founded to "convert data into information and knowledge." In 1979, Oracle gave birth to the relational database.

 

The 1980s focused on using database marketing to analyze customer data, create target segments, and reach them through direct mail and telemarketing.

To find out more about how marketers' use of data evolved throughout the 1990s and early 2000s, take a look at the following infographic.



Russ Merz, Ph.D.'s insight:

An interesting #Infographic that reviews the "Path to #Personalization" from the 1960 to the present and how Marketing #Data has evolved. Contains some good summary milestones.

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Music and Your Brand: Five Ways to Tune Your Demographic In With the Right Band

Music and Your Brand: Five Ways to Tune Your Demographic In With the Right Band | Integrated Brand Communications | Scoop.it

Attention is a scarce resource—and that means it's a costly one. In a world of hundreds of competing voices, art and music have become a powerful way to bring a brand back into the spotlight. The perfect example? The "marriage" of Alicia Keys and Blackberry.

 

Blackberry didn't just bring Keys in as a spokesperson, either; it made her its creative director. That wasn't just some made-up title to give the "Girl on Fire" credibility; Keys has brought in some stellar ideas to create user (and fan) engagement.

 

For her first act, Keys shot videos in every location of her tour, and she invited local fans and residents of those locales to send their own photos to include in the video clips. Photos chosen went on Alicia Keys' on-stage video projection.

 

Now that is a huge win around user experience—one of the fastest ways to turn engagement into ROI.

 

Russ Merz, Ph.D.'s insight:

#Brands can use music to make "cultural connections" with their target markets. Five key compoenents are discussed.

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Social's Value Measured in Engagement Over Sales

Social's Value Measured in Engagement Over Sales | Integrated Brand Communications | Scoop.it
Engagement, brand lift are leading social goals

Marketers struggle to get the most out of their presence on social sites, and with brands’ continued tenure on the networks, their goals and the metrics they use to measure their performance have changed. According to a 2013 survey of US marketing professionals by Pivot Conference, which hosts leading social business events, consumer engagement and brand lift were the No. 1 goals of social media marketing, each cited by 67% of respondents. This was up significantly from 2011, when those goals were cited by about 50% each.

 

Last year, using social media marketing to garner positive sentiment was the leading goal, whereas this year it dropped to No. 4. Marketers may be finding that it is less important that their posts get a warm reception from social users and more important that they keep consumers posting, “liking” and sharing social content.


Russ Merz, Ph.D.'s insight:

A survey of marketing professions reveals that most rank increases in consumer #engagement, #brand lift, influence on consumer behavior and #sentiment higher that improvement in sales.

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Yunqi Zeng's curator insight, August 19, 2013 1:14 AM

The author explained that the biggest changing of strategies using was the decrease in the importance of sales. And the whole point of the report is that the social sites are getting more and more important in now days to attract and influence the consumers. Applying to the theory, which addressed the goal of IMC, is to generate short-term financial returns and build long-term brand value. Therefore, to find an effective communication method is the marketers need to search for. The marketing strategies change every day and the 4cs theory emphasised the importance of consumers and communications comparing to the 4ps. And as instance in this article, the marketers are seeing enough return on investment from across their social outreach to keep extending their efforts. According to the instance of my own learning is that for marketers we need to have sharp observations on the consumers and the strategies to understand the changings.

Lucy Lim's comment, August 22, 2013 5:59 AM
Social media sites have become a common source of entertainment for consumers which allows them to actively engage in social contents. People now ‘share’ or ‘like’ social contents that they have interest in which allows exposure to people around them. The engagement of a consumer can be much more influential than advertisements where third parties are likely to be more influenced by someone related to them.
TSZ HA FUNG's comment, August 22, 2013 8:43 PM
In my point of view, consumer engagement is more important. The increase of consumer can create more consumer loyalty, communication it the important topic to organization today, good communication can earn awareness and attention which is important because we need to impress consumer from the other brand.
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General Mills Embraces Collaborative Storytelling with Hello Cereal Social Media Community

General Mills Embraces Collaborative Storytelling with Hello Cereal Social Media Community | Integrated Brand Communications | Scoop.it

Inspired by the passion and enthusiasm people have for cereal, there’s a new, “Hello Cereal” co-branded social media community from General Mills that is generating buzz for its creative and collaborative visual storytelling approach.

 

Love cereal? You’re not alone. Inspired by the passion and enthusiasm people have for cereal, there’s a new, “Hello Cereal Lovers” co-branded social media community from General Mills that is generating buzz for its creative and collaborative visual storytelling approach. Spanning Facebook, Twitter, Instagram and Tumblr, the “Hello,  Cereal Lovers” communities focus on General Mills’ cereal varieties, but aren’t opposed to (gasp) occasionally mix in a competitor for the sake of a sweet recipe.

 

 

With more than 40 varieties alone from General Mills to share content from, frequently featured cereals include Cheerios, Cinnamon Toast Crunch, Cocoa Puffs, Cookie Crisp, Life, Lucky Charms, Trix, and more. The cereals are celebrated through a delicious array of mashups, recipes and bowl selfies. There are even posts dedicated to wacky mascot images and DIY projects to make with a cereal box.  The experience is fun, colorful, and plays to the many crave-worthy moments where people can enjoy cereal.

 
Russ Merz, Ph.D.'s insight:

Interesting use of a social media community to build #brand #engagement through #collaborative visual #storytelling. 

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Liz Reid's curator insight, August 22, 2013 3:16 AM

This case study of General Mills' Hello Cereal concept, highlights the ways in which social media is facilitating consumer engagement and communication with these consumers. This clever use of social media channels allows consumers to feel engaged with the brand and its products whilst collaborating with others. It creates a brand experience whilst not explicitly promoting the brand, rather subtly integrating the brand with the experience. The two-way communication featured in this example allows users to feel that they are contributing to the brand in a creative way. This is a clever and non-traditional to promote a product/brand and highlights the way in which brands can use social media channels in innovative and highly successful ways.

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GE Brings Good Content to Life - Digiday

GE Brings Good Content to Life - Digiday | Integrated Brand Communications | Scoop.it

The 130-year-old brand has shaped its content strategy around innovation and experimentation.

 

March 14 was just another day for most people. But for a certain type of math nerd, it was Pi Day, when at 1:59 p.m., the clock reads 3:14:59. Most brands wouldn’t bat an eye, but for GE this was a call to arms. At exactly 1:59, it sent out 314 pies to random tweeters using the GE-created #PiDay hashtag. GE also ran a post on BuzzFeed, “25 Geeky Math Jokes to Celebrate Pi Day,” and used its one of its own blogs and Twitter feed to celebrate pi.

 

The event was par for the course for GE, which has quietly become an unlikely leader in the trend of brands as content creators. GE isn’t Nike or Apple, after all. It’s a massively vast and complex multinational conglomerate – one that makes everything from aircraft engines to lightbulbs to medical equipment – so it has little choice but to follow the dictum of content marketing: talk about things people care about, not yourself.

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Russ Merz, Ph.D.'s curator insight, August 7, 2013 9:56 AM

Good #casestudy example of how a #brand can use #socialmedia and #content to build #brand connections.

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Brand Love for the Long Haul: Five Tips for Lasting Connections With Customers

Brand Love for the Long Haul: Five Tips for Lasting Connections With Customers | Integrated Brand Communications | Scoop.it

The exhilarating rush of new love often feels like it will last forever. But anyone in a long-term relationship knows that love's initial flames often die down, replaced by a more stable bond that needs some juicing to stay healthy for the long haul.

 

Brand relationships are no different. Keeping a fiery connection takes some work.

 

To unlock long-term love for our brands and set the stage for strong lasting connections, one simply has to look at and apply basic human relationship principles. Here are five ways you can keep the spark alive and forge a devoted, lasting connection to consumers.

 

 

Russ Merz, Ph.D.'s insight:

This article offers five key ways to develop and nurture love for the #brand over the long term. (1) quality time, (2) delight with novelty, (3) know when to listen, (4) create emotionally relevant surprise, and (5) be a companion.

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Jing Yang's curator insight, August 14, 2013 8:29 AM

These five tips are really useful for lasting connections with customers. Consumers have two aspect on their reaction to a brand. One is rational, it means that people will rationally evaluate the brands based on their wants and needs. They will probably use standard decision making process to achieve their purchase. The other is emotional, people may choose the brand based on their emotional issues. The psychological factors could be love, excitement, respected, sympathy, challenge and so on. These factors are normally from people's culture, lifycycle, social class and so on. For example, a successful advertisement can change a person from a rational aspect to emotional aspect. Take quality time, delight with novelty, communiting with right people on right place at right time, relevant emotional suprise and atmosphere of love can effectively communicate with customers.

Mark Pardington's comment, August 19, 2013 9:41 AM
Jason gives a good review of the article, I found his comments regarding the reasoning behind google's dominance in the internet search market particularly relevant to me personally as I can relate to the changes I have seen over the years from this product and how it has "evolved" and become smarter and more personalized.
Sam Shen's comment, August 19, 2013 7:45 PM
Good point of view there Jason. Few examples explain that how should business keep in touch with their customers and the importance of doing it. Small business can differentiate their product by serving with care and respect to customer. That is to add more value to the similar product and build brand loyalty.
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Digital Marketing Isn’t Enough: Why the Data Marketer Will Own the Future

Digital Marketing Isn’t Enough: Why the Data Marketer Will Own the Future | Integrated Brand Communications | Scoop.it

Many of our clients have become sophisticated in their use of digital marketing and plan to continue investing in this area. While we agree with that continued investment, we now advise clients who want a clear competitive advantage to shift their focus to data marketing.

Being a “digital” marketer (e.g., a marketer proficient in email, SEO, SEM, online display, content, nurturing, social, etc.) isn’t enough in the modern competitive landscape. Today’s leading marketers and marketing departments are evolving into “data marketers.” In other words, they are becoming proficient in the use of first-party buyer data and third-party data to build a better understanding of their target buyers.

 

The Factors Driving Evolution

 

Two factors drive this evolution to “data marketing.” The first is that digital marketing, while still a relatively new marketing practice, is nevertheless becoming less of a competitive advantage and differentiator. A surplus of skilled digital marketers has glutted the workforce, and nearly all successful businesses have already adopted digital marketing techniques.

The second factor is that the well-known “Big Data” phenomenon is radically changing the competitive landscape for marketers in the following ways…

The massive increase in buyer information marketers can gather by participating in social networks.The radical shift in buyer behavior toward engaging with favorite brands via smartphones and tablet devices. Web analytics alone isn’t enough anymore. The key to understanding your buyer’s journey is to understand buyer mobile usage.Increasingly sophisticated, powerful and “on-demand” analytical power available to the marketer (which we’ll cover in a future article).

Russ Merz, Ph.D.'s insight:

The source of #competitiveadvantage is no longer based on being digital or not; but rather on the most effective use of #data that gives a 360 degree customer view.

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Branding Strategy Insider | What Makes Brand Advertising Iconic?

Branding Strategy Insider | What Makes Brand Advertising Iconic? | Integrated Brand Communications | Scoop.it

Many of us who started in advertising did so I imagine because we saw an ad or a series of commercials that made us dream of creating something that good, something that a whole culture talked about. Recently, the people at Hubspot reached back, took five of the great campaigns and had them reimagined for today.

 

It was an intriguing exercise. But while the creatives seemed to focus for the most part on how much the channels had changed in the time since the campaigns were forged and the implications of that for execution and campaign distribution, I thought it would be interesting to look at what some of these iconic ad campaigns did that made it possible for them to have such a deep cultural impact in the first place.

 

What’s clear is that iconic status is not about the nobility of the product. As CNBC observed, AdAge refers to its selection of the top advertising campaigns of the 20th century as including: “two air polluters, nutritionless sugar water, one reviled carcinogen, two companies infamous for the use of virtual slave labor, one purveyor of savory cardiovascular time bombs, two booze peddlers and one cosmetic product preying on the vanity of women.”

 

Nevertheless, the campaigns are considered paragons of advertising. Why? And more particularly, what can we learn from the success of those campaigns?

Russ Merz, Ph.D.'s insight:

A good discussion about the various factors [unique stories, #meme creation, #disruptive, #symbolic] that make some #brand advertising campaigns iconic.

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Content Relevancy: Super or Scary? | Beneath the Brand

Content Relevancy: Super or Scary? | Beneath the Brand | Integrated Brand Communications | Scoop.it

There’s always this constant battle of being a scary brand or being a super relevant brand. No customer wants to feel as though brands know their every move, but on the other hand, customers also want brands to know them. Could that line be any thinner? How is any brand supposed to find the balance of relevancy while also letting customers feel warm and fuzzy instead of scared? This idea is continually tested with online content. Customers are always on the hunt for new and interesting content that is relevant to their lives at that point in time. Like that’s an easy task to accomplish! But many brands are taking this on and using content to get customers excited about relevancy instead of scared by it. And it’s even better when brands are able to sponsor relevant content and showcase their relevancy to customers. It’s not scary, it’s just super.

Russ Merz, Ph.D.'s insight:

The line between #brand relevancy and customer #privacy seems to be getting thinner.

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Battle royale! Which of the world's top 10 brands is biggest on social?

Battle royale! Which of the world's top 10 brands is biggest on social? | Integrated Brand Communications | Scoop.it

"Brand" will always be a nebulous term. Arguments rage about its true value. Although recent research shows that it can be responsible for nearly 15% of your total worth (Or much, much more, if you’re J.K.Rowling) It’s still seen by many as the ultimate wooly metric. 


There’s no doubt that being a household name will improve your chances of success in social, but just how far will it take you?

I’ve taken a look at the world’s top ten brands, and matched up their profiles across the biggest social media platforms.

 

Let’s see what’s in a name...

 

According to the BrandZ Top 100, the world’s biggest companies by worth are a curious mix:

 
Russ Merz, Ph.D.'s insight:

A detailed look at how the BrandZ Top #brands stack up on #socialmedia.

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