Integrated Marketing Communications
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IT Focus Shifts to Social, Brand Management - Wall Street Journal (blog)

IT Focus Shifts to Social, Brand Management - Wall Street Journal (blog) | Integrated Marketing Communications | Scoop.it
Wall Street Journal (blog) IT Focus Shifts to Social, Brand Management Wall Street Journal (blog) Brand management is becoming one of the most important functions of business computing as companies shift away from simply processing historic data,...
Tennille Ziegler's insight:

This article focuses on how business computing companies are changing the way they interact with their customers. They now focus on brand management and social media instead of processing historic data. As a part of brand management they are seeking out new ways to interact with and influence customers. I think this successfully shows how companies are evolving with their marketing strategies, in which brand management plays a very important role in this.

 

Also interesting that it is a business computing company making the change, it is quite common to expect companies in the media spotlight such as fashion brands to be changing their focus, but not so common to see computing companies publicly announcing their change in strategy.

 

This article mentions how the most profitable customer is no longer considered who spends the most, but is the one who influences the most. I think this is a very important point mentioned. As technology evolves, brands need to think about how they are reaching their target customers. For many, this is sending messages through brand influencers who other customers admire and value the opinion of. I think many companies will begin to look at targeting customers this way as advertising and marketing strategies continue to evolve.

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Nicola Marshall's comment, August 17, 2013 10:10 PM
I agree with Tenille, as technology has evolved so should our ability to use it to interact with consumers. Companies now have such a big opportunities to influence consumers through social media and other digital media. It makes sense to use these tools to their advantage as it will make it easier with the evolution of technology and help them to improve their marketing strategies.
Lou Mancer's comment, August 20, 2013 7:04 PM
This is a really interesting article, i really like the concept of profitable customers no longer being the most important or most valued customers, but it is the one who influences who influences the most. I think that this is a great way for companies to move forward, if they start to know what the customers value of the brand, they will have a better idea of how to move forward. I agree with Tennilles comment that companies will begin to look at targeting customers this way as advertising and marketing strategies so that they continues to evolve. I think that this will be a great new way for companies and brands to move forward and become more profitable and valued.
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The digital marketing agency is dead, long live the digital marketing agency - Memeburn

The digital marketing agency is dead, long live the digital marketing agency - Memeburn | Integrated Marketing Communications | Scoop.it
Memeburn The digital marketing agency is dead, long live the digital marketing agency Memeburn The converged agency is clearly an integrated communications partner but the bigger question is, are corporate structures ready for this type of world...
Tennille Ziegler's insight:

This article talks about how marketing needs to change and has changed because of the development of technology.

 

It says how engaging with people has become very complex. What I really like about this article is that it says companies need to acknowledge there is a change in marketing strategies because of technology, and companies need to change their strategy or they will fail.

 

The article says many large companies are still stuck on the one-dimensional big idea thinking for above the line campaigns. But companies need to take a bi-directional approach by strategically integrating paid, owned and earned media channels.

 

I agree with many things in this article as it focuses on incorporating all aspects in the marketing mix to successfully reach target consumers.

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Nicola Marshall's comment, August 17, 2013 9:36 PM
I agree with Tennille, companies need to understand that as technology progresses they will have to up their marketing strategies to use more digital media and new technology or fail. Technology is only going to get better so it will start making it hard for markets to connect with their target audience if they refuse to get with the times and use digital media resources. I think that if they were to open their horizons with digital media and traditional methods they could still use both as technology progresses.
Lou Mancer's comment, August 19, 2013 11:01 PM
I agree with many things in this article, it try's to look at most aspects of marketing to try and reach all consumers. I think that technology has a lot to do with the future of marketing, people are spending more and more time on there computers. It is often argued that people watch televisions more so therefore it is a better marketing tool, but people are also starting to watch television on there computers. This could mean that in the future the internet and social media will be the main marketing tool.
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Integrated Marketing Communications - Then And Now

Integrated Marketing Communications - Then And Now | Integrated Marketing Communications | Scoop.it
So I'm thinking I may need to see a doctor or someone in the medical profession for it is becoming quite apparent that I am addicted to integrated marketing communications or at the very least I am obsessively compulsive over it.
Tennille Ziegler's insight:

Very interesting article on what people believed Integrated Marketing Communications used to be about, compared to what they think it is all about now. With Marketing Directors talking about the importance of integrating offline and online messages, as the online audience has increasingly grown.

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Lou Mancer's comment, August 13, 2013 12:14 AM
This article is great to give you a broader understanding of integrated marketing. This article also highlights some helpful tips for smaller companies, these tips are given by Dwight Griesman, the Chief Marketing Officer at Forrester. In this Dwight says that the most important element is that customers want and expect a consistence experience across all areas of a company. This will help any company achieve in Integrated Marketing.
Nicola Marshall's comment, August 17, 2013 10:01 PM
I agree with Tennille, it is interesting to see how people interpret things differently from how we do things now to how we use to do them. I like what Dwight said “Online has a proven ability to amplify the message, reach and impact of our marketing aka traditional word of mouth marketing on steroids, and then some” He pretty much sums up how things have change from how marketing was done then to how it is now, I think technology has played such a big part in this.
Jonathon Muavaa's curator insight, March 11, 2014 2:28 AM

The evolution of Integrated Marketing Communication in today's society

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Invite Social Media Influencers to Your Brand\'s Home

Invite Social Media Influencers to Your Brand\'s Home | Integrated Marketing Communications | Scoop.it
If a brand is serious about actively engaging with its core audience, then social media influencers need to be embraced as part of its holistic marketing strategy.
Tennille Ziegler's insight:

Interesting piece on how important social media influencers are these days to communicating with your customers. This article says that for a brand to engage and reach its target customers/consumers it must use social media influencers. Influencers being someone who has a strong following on certain social media platforms and they have an interest in your brand and also have followers who have an interest in your brand too, or the brand would like them to have an interest in it.

 

This article says social media influencers can directly communicate with the brand's target audience and/or consumers. Having an influencer promote your brand is also valuable as its third party promotion, which is having a large success with brands.

 

With the bombardment of advertising to consumers, companies have changed or need to change their marketing strategy to reach consumers in new ways. I believe social media influencers are one of them.

 

This article suggests this is the main and possibly only way to reach consumers. I think its a vital part of any brand these days, but other strategies and tactics could also be implemented to reach consumers. With a combination of marketing strategies, the brand will succeed in communicating with its consumers.

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Nicola Marshall's comment, August 17, 2013 9:23 PM
I think the the opening statement of this article is rather well said, it says that consumers trust other consumers which is completely true, if someone tells you that a brand is not good the people will have a tainted perspective on that brand. I agree with Tennille social media can reach a wide range of people however there are still other ways to reach people, some traditional media is still more affect then social media. As Tennille stated Social media has defiantly influenced marketing strategies. Companies do not have to wait around for word of mouth of their products and services to get around, now we have the ability to say what we want instantly over the net and the marketers are also able to influence us into talking about their companies through the use of social media.
Lou Mancer's comment, August 20, 2013 6:52 PM
What both Tennille and Nicola have said about this article and issue is very interesting. Its almost starting to seem like people have many different views on the ways to use New Media Marketing. Some people think that its the only way forward in the marketing world and some do not. This article looks at the fact that it is easier to engage the consumers when using new media marketing such as the social media, you can develop a positive relationship with the social media with little effort or money. Social media can engage with the consumer directly, regardless of the size of your company or brand, and to me this seems like a very costive thing.
Jonathon Muavaa's curator insight, March 11, 2014 2:24 AM

If a brand is serious about actively engaging with its core audience, then social media influences need to be embraced as part of its holistic marketing strategy, this article discusses the importance of utilizing social media when marketing a brand. SOCIAL MEDIA IS A MASS MARKETING TOOL today it allows extensive coverage of your BRAND e.g Facebook and twitter. 

 

Social Media is considered a very powerful marketing tool amongst businesses in today's society, 

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A strong brand, or a strong strategy, which is more important?

A strong brand, or a strong strategy, which is more important? | Integrated Marketing Communications | Scoop.it
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 ?

Via Hannah Merceanu, Paula Hudson, Jesme Fa'auuga
Tennille Ziegler's insight:

This article can be quite controversial. It questions whether a strong brand or strong strategy is more important. I'm sure there will be differing opinions on whether a strategy is more important than a brand. Although what is clear is that a brand needs a well designed, multi channel strategy that includes a brand, marketing and business strategy. Great points mentioned in this article that could lead to a lot of discussion.

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Lou Mancer's comment, August 19, 2013 10:51 PM
This article is somewhat hard to discuss, as Nicola has said above. I agree with what Nicola has said and i also wouldn't personally say that one is more important than the other. You need a solid brand to build your business and to get this you need a strong branding strategy. The two concepts go hand in hand and i would not put one above the other.
Wenzi Liu's comment, August 21, 2013 5:29 AM
In my opinion, I believe that we need a successful strategy to build a strong brand. A strong brand and a strong strategy cannot be separated when operating a successful business.
Cen Xun's comment, August 22, 2013 3:44 AM
I it's really difficult to say with one is more important, the brand and the strategy should be working together and even, weakness strategy could ruined a good brand, and powerful strategy could be "overweight" of weakness brand, because the brand didn't have enough ability and skills to control the stategy