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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Brand Management By Numbers

Brand Management By Numbers | Integrated Brand Communications | Scoop.it

Let us start by putting in perspective the grand rules for business and brand success; brands management is based on strategic planning and implementation. The strength or success of any brand or business is directly a function of the operating strategic input.  That explains why ideal corporate persons engage top end executives to develop winning strategies.

 

A strategy is an overall approach towards achieving identified goals or objective. It focuses on the articulate interpretation of extraneous values-influencers, controllable and otherwise, in relations to own-strengths and weaknesses. Strategy evolution for brands and businesses is based on proper understanding of the broader context operative in the business environment of interest.  A strategy is directive, instructive and rewarding.

 

Competitive engagement for businesses and brands start with evolving the strategic option with the most advantageous competitive advantages.  Business executives begin with a careful and scientific analysis of the businessenvironment and conditions operative in the chosen industry. Key, therefore, is the underlying logic that a company’s strategic options are bounded by the environment.

 

 

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Ashleigh Brockett's comment, August 21, 2013 11:38 PM
I think this article is great as it covers both brand management and the components of brand management, which overall makes it easy to understand. I agree that brands management is based on strategic planning and implementation, these are two very important components when managing a brand. I also agree with Janessas comment that brands that are lazy about researching is one of the failures within the brand. If they research what the consumers want they maintain brand recognition and profitable brand equity.
Wan jin Ko's comment, August 22, 2013 4:00 AM
I agree with you Lauren, this article is helpful and interesting. It explains about the component of brand management with different approach to the term Brand Management. I believe that there are definitely correlation between brand management and strategy. So should be consider components when managing a brand and the article emphasises and explains about it efficiently.
Max Downing-Webb's comment, August 22, 2013 6:01 AM
This article demonstrates that brand management is about strategy. Branding is one of, if not the biggest and most visible components of an organisation. Branding should be managed strategically because of this, and the value is represents to an organisation. It would be foolish not include strategy in brand management therefore this article has some good insights. Good stuff Kim
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4 ways to find the balance between customer listening and brand promotion

4 ways to find the balance between customer listening and brand promotion | Integrated Brand Communications | Scoop.it

Did you know total digital media ad spending in the US is expected to reach more than $42.5 billion in the US this year? That’s an increase of almost 14.6 percent, easily outpacing overall growth in marketing spend. With that much money going into digital advertising, are companies broadcasting too much and forgetting about their customers?

 

Marketers constantly talk about the virtue of listening to consumers, especially on online platforms such as social media. But these digital advertising stats make me wonder if brands are getting the right balance between promotions and engaging their customers. Although advertising plays an important role in building brand awareness, successful brands know they can’t afford to ignore the other four Ps of the marketing mix (product, price, place, people) if they want to sustain competitive advantage.

 

 

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Google aligns Maps updates with new social, mobile marketing opportunities - Mobile Marketer - Content

Google aligns Maps updates with new social, mobile marketing opportunities - Mobile Marketer - Content | Integrated Brand Communications | Scoop.it

Google has updated its Google Maps mobile application to not only add more navigational tools and features, but also better position the service for marketers to bolster their location-based marketing efforts.

 

 

The updates are rolling out across the Google Maps Android app with the iPhone and iPad versions to follow soon, per Google. The app now allows users to explore new places with new search and navigation features.

“The newly revised Google Maps will be another push, a fairly large push, for brands to focus on their mobile strategies ensuring that when their brand is reviewed by a consumer and searched via Google there is a solid mobile solution in place to drive traffic,” said Marci Troutman, CEO of SiteMinis, Atlanta.

Russ Merz, Ph.D.'s insight:

With new Maps, Google moves full steam into the SoLoMo arena.

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#Marketing 3.0: The Rise of Purpose-Driven Social Brands [Infographic]

#Marketing 3.0: The Rise of Purpose-Driven Social Brands [Infographic] | Integrated Brand Communications | Scoop.it

Welcome to the customer-driven economy, where the good a company does is increasingly becoming its defining competitive advantage. While CSR, cause-marketing, and sustainability might have seemed like nice-to-dos just a few years ago, articulating how your brand brings its core values to life is now critical in terms of the reputational, employee productivity and bottom line benefits- or liabilities- to your company. It’s no longer good enough to just “have a social media presence.” Marketing 3.0 will be won by those who become purpose-driven social brands, and to do so, the CMO, CSO, CSR, and Foundation leads must align to bring a cohesive brand story to life. Check out our latest infographic below with some cold hard facts that make it clear the future of profit is purpose, and the most iconic brands of the future will be those that drive the most meaningful social change.


Via AlexaSocialMedia - Social Media & Community Management
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Positive Brand Mentions on Social Seen Relating Most Often to Features and Cost

Positive Brand Mentions on Social Seen Relating Most Often to Features and Cost | Integrated Brand Communications | Scoop.it

Ogilvy has released a study in which it analyzed the advocacy content of about 7 million social media conversations surrounding 22 brands and 8 feature films across 4 countries (Brazil, China, the UK and the US) during the first half of 2012. Conducted with CIC, Visible Technologies and Radian6, the study estimates that around 15% of brand mentions could be deemed “advocacy mentions,” in which the person made a positive comment about the brand. In each country, a plurality of these mentions were feature-related.

 

(Examples of features for the hotel category include: room size; amenities; location; and cleanliness. For the feature films, they focused on actors, directors and other such “rational” features.)

 

Looking specifically at the US, advocacy was driven primarily by features (33%) and cost (24.2%), with benefits (19.7%) not too far behind. Customer service (12%) and ads (11.1%) were less popular reasons for advocating a brand. While features took the top spot in each country, there were some regional differences at hand. For example advocacy in Brazil was more heavily skewed towards features and ads and less so towards cost and customer service.

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10 Surprising social media statistics that might make you rethink your social strategy - - The Buffer Blog

10 Surprising social media statistics that might make you rethink your social strategy - - The Buffer Blog | Integrated Brand Communications | Scoop.it
If you're managing social media for your business, it might be useful to know about some of the most surprising social media statistics this year. Here are ten that might make you rethink the way you're approaching social media.
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America's Most Desirable Brands in 2013 | Branding Magazine

America's Most Desirable Brands in 2013 | Branding Magazine | Integrated Brand Communications | Scoop.it

Here are the most desirable brands of the year according to Clear, a marketing strategy company and part of M&C Saatchi group.

 

Brand desires could easily be thought of as the most researched area of Marketing in this century. In order to understand brand desires, companies have to define their values and goals, which would lead them to a certain niche that they cover with sales of their products/solutions.

 

The company activity shows how much a company is devoted in their customers, and brand desire comes back as a backfire reaction. We tend to spend more money on brands that we think represent our personalities, or personalities of those that we want to be seen as. Emotional branding is booming right now, because companies publish content that relates a customer to a celebrity, culture, or even emotion. We are also interested in brand’s background, their stories, ideas and how they got to me through time. Don’t forget, branding is storytelling after all. Based on your action, you will define your need (or demand?) for the product, and how much you actually care about buying it, or your brand desire.

 

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Quality Not Quantity: How Advocates Blow Traditional Advertising Out Of The Water

Quality Not Quantity: How Advocates Blow Traditional Advertising Out Of The Water | Integrated Brand Communications | Scoop.it

Brand advocates are the new window display in your marketing tool box.

In an age where advertising is becoming ever more fragmented, having the right advocates on board is essential for reaching your customers, as well as getting your message out to new audiences.

 

There is an ongoing debate as to whether it is better to invest in influencers, who have a large following but are not necessarily committed to your brand, or in advocates, who are so passionate about your product that they will rave about it to their friends for no incentive at all… but do not necessarily have the necessary wide reach the marketers are so keen on getting.

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How Pepsi uses Facebook, Twitter, Pinterest and Google+

How Pepsi uses Facebook, Twitter, Pinterest and Google+ | Integrated Brand Communications | Scoop.it

In the latest of our posts looking at how major brands use the four main social networks I’ve decided to turn the spotlight on Pepsi.


The drinks brand is forced to play second fiddle to Coca-Cola’s global dominance, and is unlikely to ever match its rival’s huge social following.

 

However it should still make an interesting case study, particularly with its long list of brand ambassadors. This post follows on from similar blogs looking at brands such as McDonald’s,Nike, Burberry and Walmart.

 

So without further ado, here is a quick overview of how Pepsi use Facebook, Twitter, Pinterest and Google+...

 
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Samara Paxton's curator insight, October 2, 2014 6:59 PM

Customer engagement- but only on pepsi's terms. In my opinion, pepsi are coming at social media from the wrong angle- They usually only reply to positive comments, and giving away a free sample for one like on facebook does not mean repeat or loyal customers. It is just as easy to unfollow a page as it is to follow it, and although they have more followers than coca cola, most of their followers are not active on the page. I think it is important to address the issues that customers have- especially to make it look as though a brand is making an effort. The way I view it from this article, Pepsi does not have a grasp on how to quite use the social media channel. 

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The Rise of the Chief Customer Data Officer

The Rise of the Chief Customer Data Officer | Integrated Brand Communications | Scoop.it

As marketing executives increasingly rely on IT to manage today's rapidly changing customer environment, getting a 360-degree view of cross-channel customer data to make the right decisions and accelerate business growth has become essential. Marketers are charged no more than ever with tapping data to inform successful marketing strategies. Add complex integration challenges to the mix as marketing automation tools become the norm, and the need to simplify integration between customer-facing systems becomes painfully clear. With marketers now owning more of the IT budget than ever before, it is critical they firmly take the reins and own customer data to increase effectiveness and drive business value.

 

Rather than wasting valuable time tracking down and cobbling together data, organizations need to refocus their efforts on selling, marketing, and improving customer satisfaction if they want to remain competitive. True marketing leaders are the ones who choose to embrace their elevated IT relationship by breaking down silos through fostering customer data access and integration across departments and channels.

 

To speed data integration, improve marketing successes, and keep customer data ownership firmly in marketers' hands, marketers must prioritize integration by following five basic steps.

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Why Content Gets Shared: Content Marketing Social Mentions Study

Why Content Gets Shared: Content Marketing Social Mentions Study | Integrated Brand Communications | Scoop.it
Content Marketing 101 "Wow you create a lot of content," a friend said at lunch yesterday. I felt the need to apologize (again). "I love Internet marketing,

Via Martin (Marty) Smith
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Martin (Marty) Smith's curator insight, July 12, 2013 6:36 AM

Why Content Gets Shared
Turns out our gut instincts about content marketing are correct. The TOOLS we use and the content we curate and create make a difference in the amount and velocity of our social shares.

Tools such as Scoop.it and your blog are indispensible say the results from a 30 day in depth view of @ScentTrail mentions on Topsy. Type of content also matters.

Infographics, SEO and my trusty ScentTrail Daily Paper.li generate the most mentions. Friends also matter.

#4 on the mentions list is group tweets from friends with thanks or best wishes for the weekend. Staying connected and sharing are critical to successful content marketing.

Interesting bottom line is a confirmation of what all content marketers know to be true. Confirmation of the fact that content gets shared is in the numbers. I don't curate or create 30 pieces of content a day (well not on most days lol) and I've certainly NEVER created 66 (most mentions in a single day in this study.

These numbers confirm what we know - content gets shared and explains what types of content is most likely to generate shares and what tools to use to promote shares.

Brian Yanish - MarketingHits.com's curator insight, July 12, 2013 11:34 PM

Marty thanks for sharing this study. In the world of online social sharing we need to rethink of the role as content providers. 


My thoughts on how old content media producers need to evolve.


Interesting to see how newspapers, tv and radio are starting to figure out the "value added" model of internet marketing.  People will pay for digital content, and the great thing for the publishers is the low cost of distribution. Online marketers have done it for years using micro websites with targeted content and now apps. I don't see why a newspapers,etc. should be any different.

 

The way I see it is the newspaper and their website should be the teaser to the value added content. Right now it's like they tell the story and move on, then cry the blues, no one will pay us for our content. Now if they extended the content or partnered with someone (eg health or fitness) for value added content people would pay. 

 

The newspapers, tv, etc, need to become the advertiser of the content, instead of depending on advertisers to support the media.


They have a reader base that many bloggers would love to have, but they need to rethink the connections they make with the reader.

Martin (Marty) Smith's comment, July 13, 2013 7:23 AM
Great analysis by Brian. I go even a step further in Saving The News&Observer http://sco.lt/4rBAOH and suggest that newspapers become part of their own rehabilitation by embracing the CROWD in real time by throwing off their "we are here to guide you" ethos. The editorial-centric model is over. Brian's idea about promotion-centric is a good one, but I want more. I want these organization deep in the weeds on things so WEB marketing they can't NOT understand how DIFFERENT life is and will always be from that magic time when a newspaper could take down a President, we could only watch 4 TV channels and exciting programming was a show about a boy named Beaver :). M
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Ten Marketing Myths You Should Ignore

Ten Marketing Myths You Should Ignore | Integrated Brand Communications | Scoop.it

As long as I have been in marketing, I’ve heard my share of excuses for why small businesses don’t invest in marketing. These marketing myths when constantly repeated, become reality.

Marketing Myths = Excuses

Small businesses have many opportunities to attract their ideal client if they put these marketing myths aside and create a practical marketing plan that will work for their business.

 
Russ Merz, Ph.D.'s insight:

How many of these have you heard? I have heard all of them, often stated as fact. The lesson...always question assumptions.

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Infographic: No Hype Guide to Content Creation - Marketing Technology Blog

Infographic: No Hype Guide to Content Creation - Marketing Technology Blog | Integrated Brand Communications | Scoop.it

The folks at Spundge wrote a blog post recently for Mari Smith, 9 Steps to Creating Engaging Content, with a “no-hype, buzzword free” infographic that I really like.

 

The process perfectly matches how I write content here on the Marketing Technology blog! Think about what you know, find good sources, read, save things, hold an editorial meeting, give yourself deadlines, write, get edited and repeat. The only additional tip I’d add is ask for help! We often reach out to experts to supply us with research, quotes, screenshots or additional information.

 

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Trends in mobile commerce, and why brands have to get mobile now

Trends in mobile commerce, and why brands have to get mobile now | Integrated Brand Communications | Scoop.it

I’m always on the lookout for interesting articles to share. You can share articles you find interesting with me on Twitter at @Bazaarvoice.

 

 

Mobile activity, sales explode at some commerce sites year-over-year
by Steve Smith for Mobile Marketing Daily

The use of mobile phones and tablets to shop online is increasing dramatically. The article reports an increase of 5% in mobile visits to studied commercial sites in just one month. Yearly, they reported an 84% rise in smartphone visits to retail sites and 49% more from tablets.

Statistics show that these mobile visitors weren’t just window shopping either. The physical orders made online in the last year went up more than 100% on smartphones and more than 60% on tablets. With the ever-important back-to-school and holiday shopping seasons fast approaching, brands and retailers can’t afford to miss out on the significant number of shoppers — especially moms — who are relying more heavily on mobile than ever.

Teenage Online Shopping Trends
by Marcia Kaplan for Practical eCommerce

In addition to moms, one of the demographics responsible for the enormous increase in mobile commerce is teenagers. In a 2013 survey, 79% of teen females and 76% of teen males said that they shop online. And cell phones are the main access to the internet for 25% of people between the ages of 12 and 17. The majority of teenagers own mobile devices too, as 48% own an iPhone and 58% have some type of tablet. Says Kaplan:

“Teens are seldom disconnected from their mobile devices so it is best to customize websites for mobile users. Mobile devices are used for browsing, buying, looking for coupons, and checking in with friends to get their views.”

Retailers’ mobile challenges multiply with email
by Lauren Johnson for Mobile Commerce Daily

With the increase in mobile shopping, email marketing can be an extremely valuable means of reaching consumers with devices. Four in ten US consumers read emails most often on their mobile devices. Secondly, 63% are interested in shopping directly from an email that was read on their mobile device.

The consumers are demanding quality, however, as 30% will unsubscribe from an email newsletter if they receive an email that isn’t mobile responsive. As we’ve preached many times, brands must prepare their marketing and websites to meet the needs of omnichannel consumers. Perhaps give shoppers who sign up for your newsletter a choice between HTML and text, as text loads more easily on smartphones. And of course, use responsive design to make your site work on every screen.

The mobile phenomenon: How to stand out
by Rimma Kats for Mobile Marketer

The growth of mobile has had such an impact over the last three to six months that any brand or retailer without a mobile marketing strategy is already far behind. The key to standing out, according to Kats, is ”linking mobile marketing with actionable mobile commerce.”

While many of the big brands are generating goodsales through mobile, some of the smaller retailers are just getting on board. As new and improved technology emerges, marketers are not only starting to see the value in being mobile friendly, but they also have an easier transition into the process. But in order to be successful marketers need to realize that mobile is a big deal — one of the most important emerging trends — and that they have to spend time perfecting their strategies. Instead of following the competition, it pays to be at the forefront of ideas. Says Kats:

“Staying ahead of the pack requires careful measuring and tracking of all forms of campaign outreach and consumer response to those engagements.”

Don’t sit around and wait for your competitor to beat you to the gold. Start experimenting now, measure results, fail fast, and perfect your mobile strategy.

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CFM Strategic Communications - Rules of Engagement Marketing Blog - 7 Tips for Brand Journalists

CFM Strategic Communications - Rules of Engagement Marketing Blog - 7 Tips for Brand Journalists | Integrated Brand Communications | Scoop.it

Brand journalism is all about feeding your viewers content that interests or informs them, rather than writing a string of press releases about what you want to tell them.

 

For many PR and marketing professionals, especially those who never worked on a college student newspaper, brand journalism can be uncomfortable. Training to develop and deliver key messages must give way to reportorial instincts about story hooks, absorbing stories and visual storytelling. You don't push, you reel in. You don't hype, you engage.

For the journalistically challenged, here are some brand journalism tips:

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Google's Futuristic Airport Billboards Are Interactive, Allow You To Download Content

Google's Futuristic Airport Billboards Are Interactive, Allow You To Download Content | Integrated Brand Communications | Scoop.it

Google is testing out a new Australian pilot campaign which lets users download media and Android apps from airport billboards. The new signs at domestic airports in Sydney, Melbourne, and Brisbane were created for Google by agency Ooh Media and are part of a growing trend by airports to use NFC technology. According to travel agency industry, anything that reduces lines at check-in and in-airport retailers is a good thing, so why not check in via NFC or buy on-flight entertainment via NFC?

 

The billboards use Red Crystal software to beam content onto users' phones. Warwick Derby of Ooh told NFC World that "the Google Play campaign is Ooh's most unique use of NFC, QR, and Red Crystal technology to allow consumers to control a screen without needing to download an app. They can select the content they want displayed on the big advertising screens and then download movies, magazines, books, music or games from the Google Play Store immediately to their Android device."

 

Not coincidentally, Google's also pushing NFC very heavily these days.

 
Russ Merz, Ph.D.'s insight:

Is #Google moving into outdoor advertising? Check out  the video.

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4 Tips to Immerse Employees in the Brand

4 Tips to Immerse Employees in the Brand | Integrated Brand Communications | Scoop.it

Engaged employees are more likely to act as the organization’s best and biggest ambassadors, letting their family and friends, as well as customers, know about the benefits of doing business with a particular brand.

 

Employees are the most valuable resource that an organization can have, and the most forward-thinking companies understand the importance of making sure that their staff members are engaged and happy at their jobs, knowing that this will eventually translate to increases in the bottom line.

 

Further, engaged employees are more likely to act as the organization's best and biggest ambassadors, letting their family and friends, as well as customers, know about the benefits of doing business with a particular brand.

 

Unfortunately engaged employees aren't very easy to find, let alone retain. According to figures released by Gallup, in the third quarter of 2011 a shocking 71 percent of workers in America were either "not engaged" or "actively disengaged" in their work. Gallup points out that these workers "are emotionally disconnected from their workplaces and are less likely to be productive."

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The Rise of UX Leadership

The Rise of UX Leadership | Integrated Brand Communications | Scoop.it

UX, as user experience is known, is the new black in business culture. Most of the executives I meet with, regardless of their industry, now promote UX as key to their product strategy. That's a big change from only five years ago, when UX wasn't on anyone's radar outside the tech world. For a designer like myself, it's easy to recognize which executives know their products intimately, and which manage from a spreadsheet. Thankfully, I'm seeing the emergence of a new generation of UX-oriented leaders with little patience for the hands-off approach. They recognize that as UX eclipses traditional brand marketing, they need to be more hands-on with their products.

Russ Merz, Ph.D.'s insight:

A very useful article that highlights the importance of user experience design (#UX) for accomplishing "customer-centric" business objectives. 

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Russ Merz, Ph.D.'s comment, July 17, 2013 5:22 PM
Eventige, you are welcome.
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How to Build a Personal Brand Strategy and Communication Plan - Business 2 Community

How to Build a Personal Brand Strategy and Communication Plan - Business 2 Community | Integrated Brand Communications | Scoop.it

Smart personal branding can help you communicate your unique value proposition and enable you to become a thought leader both within and outside your company. What is a personal brand and why is it important Personal brand can be defined as the total experience of someone having a relationship with who you are and what you represent as a leader. It’s like a personal trademark that informs and guides how you conduct yourself in order to deliver the “experience of you”. Your personal brand should represent the value you are able to consistently deliver to those whom you are serving. It is not about self-promotion, but instead built on the value you deliver to others in your leadership role. 

 



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7 case studies prove ROI of mobile for healthcare marketers

7 case studies prove ROI of mobile for healthcare marketers | Integrated Brand Communications | Scoop.it

56% of US consumers prefer like the idea of remote healthcare (source: Price Waterhouse Cooper)41% prefer care delivered via mobile devices (PWC)40% of office visits could be replaced by eVisit (source: Mayo Clinic)30% of the 9000+ healthcare apps available are targeted at physicians at clinicians (PWC)900+ hospitals are actively using social networking tools to communicate with patients (MC)

 

Mobile marketing is defined as interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders. Examples of “interactive wireless media” are smartphones, mobile websites, tablets (iPads), apps, SMS messaging and mobile social networking.

 

Does it generate value? The facts suggest mobile marketing should have transformation impact on healthcare. However, return on investment (ROI) in healthcare is accountable to multiple standards – profits and patient health outcomes.

 

Does mobile marketing “Show Me the Money.” Here are 8 case studies that prove the ROI of mobile for healthcare marketers.

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How To Help Your Content Rise Above The Noise [Infographic] — socialmouths

How To Help Your Content Rise Above The Noise [Infographic] — socialmouths | Integrated Brand Communications | Scoop.it

Whenever you talk about Content Marketing, you have to start by considering two main obstacles:

There is an overload of information on the Internet. Virtually on any topicPeople are busier than ever in history and they are bombarded with thousands of messages each day

With that in mind, you’ll understand that…

Your mission is to cut through the noise to get the attention of your audience [Tweet this]

 

I know, I know, easier said than done.

LookBook HQ has published this useful infographic to help you understand how you can improve your content marketing strategy, I’ll summarize it and then I’ll leave you alone with the infographic.

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MediaPost Publications Forrester: Healthy Brands Are 'TRUE' 07/16/2013

MediaPost Publications Forrester: Healthy Brands Are 'TRUE' 07/16/2013 | Integrated Brand Communications | Scoop.it

The best overall brands in health and beauty, and food and beverage categories are Crest, Gillette, and Dove; and Kellogg, Heinz, and Kraft, respectively, according to a pair of new Forrester rankings based on online surveys this year of 4,500 adults. The Boston-based market research firm argues that brand health comes from the extent to which it is trusted, remarkable, unmistakable, and essential. If you turn that into an acronym, you get Forrester's TRUE formula for brand equity. 

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Brand Presence: How To Choose The Right Social Media Platform For Your Brand

Brand Presence: How To Choose The Right Social Media Platform For Your Brand | Integrated Brand Communications | Scoop.it
Being everywhere isn't always the best strategy. ;

Via Level343
Russ Merz, Ph.D.'s insight:

Seems like an updated version of some old media planning concepts, like media-message matching for example.

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Martin (Marty) Smith's comment, July 16, 2013 8:19 PM
May be old hat for Scoopers, but SMBs I speak with are baffled and confused using Twitter for questions and Facebook for notifications. Never hurts to share what may see old hat to "us" (is my thinking :).
Russ Merz, Ph.D.'s comment, July 17, 2013 5:20 PM
Marty, point well taken. My point is that the principles behind the new "tips" and "how to's" have been around for a while...old knowledge being rediscovered?
Martin (Marty) Smith's comment, July 18, 2013 5:10 PM
Russ, yep agree in fact was just thinking about how the "long tail" is becoming the "long tails". Marty
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Branding and Consistency | Social Media Today

Branding and Consistency | Social Media Today | Integrated Brand Communications | Scoop.it

Brand consistency is important, just take a look at the email I received today (2nd July 2013)  from Dot Com Gift Shop.  I’m a long standing repeat customer and have enjoyed seeing the brand develop a strong online identity over the past few years.  Much as I like the business however, their latest email was jarring, with a visual style completely at odds with their usual branding.

 Inconsistent branding makes it harder for people to verify the authenticity of your communications

Take a look at the screen grabs below and consider the fonts, colours and general styling. Do you see any visual consistency?

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Content marketing strategy: why and how in plain English

Content marketing strategy: why and how in plain English | Integrated Brand Communications | Scoop.it

You need a content marketing strategy and/or you need a content strategy (to me both have a different meaning but never mind). That’s what everyone tells you. So, why do you need a content (marketing) strategy and how do you get started? In plain and simple English (I hope).


As a marketer normally you’re accountable and have a duty and goals to accomplish. That’s why before spending money you develop a plan and a strategy. In this case a content marketing strategy.


A strategy brings you from A to Z. Furthermore, as you’re probably not alone in the organization it allows others to go from A to Z with you as normally you share the same goals. Other marketers, sales people, customer service reps, you name it. Probably you also have a boss who wants to know whether you accomplish your goals or not. A good one will even want to know what those goals are and how you hope to get there without all the jargon. And he or she will also want to stay in the loop about your progress. 

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