Quite intresting findings in the assumed fading of the current social media. The prediction for the google+ as the new big thing is also quite intriguing.Very intrested to find out whether businesses can successfully use this new medium with optimum results cnsidering intergration of social media,videos to name a few.
This is an intresting outline of the promotional plan.it emphasizes how the promotional plan is not the marketing plan a very important point to note.The objectives should however be in sync with the overall marketing plan.Another good point is to be specific in objective not use terms like "many" but a number with a due date. straight to the point & also giving varied options of which tactics to use in the plan.
Effective measurement and analysis drive advertising revenue, enhance SEO, shape the social conversation, and improve a brand's reputation in the market. Here's how to get on the right track.
Today's digital media landscape is fragmented and diverse. Consumers expect on-demand access to rich (and continually updated) media content on a growing array of internet-connected devices. According to a recent study from Google, each day consumers spend 4.4 hours of leisure time in front of smartphone, tablet, PC, laptop, and TV screens. Considering that only 43 minutes of that time (on average) is spent in front of our old friend the television, media companies are under pressure to publish content to the web at an explosive rate. With the growing number of online touch points, the media landscape has undergone a radical change. The massive amount -- and increasing complexity -- of data that must be analyzed presents media companies with an enormous challenge.
Effective measurement and analysis are the keys to making money in the media industry. They drive advertising and subscription revenue, enhance SEO, feed recommendation engines, shape the social conversation, and impact a brand's reputation in the market. Effective data management can make or break a company's online fortunes. Yet, managing this challenge has never been harder.
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with brand building in mind,analysing data from different touch points is quite important so as to maximising the points which are most profitable to the company.Measurement of data is also important as well to see what means of communication is working.if data reports show non -effectiveness then the best thing is to disconnect the communication and re-strategise.
Consumer Social Media Engagement Increases Sales, Study ShowsCSNews OnlineLoyaltyOne, a global provider of coalition loyalty, customer analytics and loyalty services conducted the first-of-its-kind analysis with the Medill IMC Spiegel Digital and...
I saw that Jo had a picture from this movie in his slides and I happened to see it on the plane from Sweden to Canada so I thought that I would share some thoughts about it. I believe the movie gives some great insights to what we discussed in class about how marketing is changing over time as well as the discussion about marketing and proliferation of lifestyle.
The movie is about the Joneses which is a family that a company have created for a marketing purpose, they are basically a new marketing tool. The Joneses acts and looks like the perfect family and this is what the company believe is going to create a demand for the items they use in their everyday life.
The movie shows how a company takes our desire of status and fitting in in their marketing communication mix. The Joneses are essentially salesmen but incorporated in the everyday life which constantly presents the potential customers in the area to the benefits of the products that the company is selling. The Joneses becomes the associative referent group which creates a demand for the products the Joneses is using among their neighbors.
The movie also somewhat touches on the big brother dilemma. The company the Joneses are working for have all the statistics of the sales and can from that develop their marketing strategies and provide the family with information about how to proceed in their selling tactics. It also shows the fact we talked about in class, how we as customers tend to be more suspicious against marketing in the way that the Joneses constantly need to be in character and be attentive not to give away the fact that their actually salesmen for this company since that would ruin the Joneses as a marketing tool.
The company uses a fictive family as a marketing tool which is “up to date” in today’s marketing environment that especially has developed in the way it plays on emotion and lifestyle images. The company is taking the marketing campaigns into everyday life in the most extreme way.
i picked this article but it has a very creative in terms of their marketing approach.i think it shows dynamic approach in intergrated marketing communications.It could otherwise reflect direct marketing aproach as the actors influence theirs neighbours and their peers.i think lifestyle marketing might be the next big thing in intergrating marketing communications.
Consumers are more likely to make emotional instead of objective assessments when the outcomes are closer to the present time than when they are further away in the future, according to a new study in the Journal of Consumer Research.
"The proximity of a decision's outcome increases consumer reliance on feelings when making decisions. Feelings are relied upon more when the outcome is closer in time because these feelings appear to be more informative in such situations," write authors Hannah H. Chang (Singapore Management University) and Michel Tuan Pham (Columbia University).
From which snack to buy to which apartment to rent, we base many of our decisions on either feelings or objective assessment. The option that appeals more to our feelings is often not the one that "makes more sense." When do consumers rely more on their feelings than objective assessments? And how does the proximity of the decision outcome influence consumer decision-making? For example, when looking for an apartment to rent, some consumers may decide which apartment to rent only a week before moving in, while others may decide several months in advance.
In one study, college students were asked to imagine that they were about to graduate, had found a well-paying job, and were looking for an apartment to rent after graduation. They were then given a choice between an apartment that appeals more to their feelings (a smaller, prettier apartment with better views) and an option that is objectively better (a bigger, more conveniently located apartment). Compared to college juniors and those who imagined graduating a year later, college seniors and those who imagined graduating and moving into an apartment next month were more likely to choose the former option.
some intresting aspects in the decision making model.It seems to relate with the length of time the customer takes to make a decision.it seems that those customers who take long to make a decision are likely to go through the information search,evaluation of alternatives eventually make the ultimate purchase. i wonder though what stages the quick decision makers go through.?
There has been a lot of discussion about audiences becoming increasingly adept at using multiple platform devices to consume TV content. In a market where 78% of households have internet access, 56% have smartphones, 22% own tablets and 18% have internet-connected TVs, the engagement with iPads, tablets and next-gen phones isn’t surprising.
What is interesting is that contrary to early premonitions, recent reports are confirming what subscription TV has been forecasting from a while: multiple screens will enhance audience engagement with TV and viewing on multi-screens will not divest audiences from viewing on the main TV screen. When it comes to entertainment, we must remember that technology is a means to an end and not the result in itself.
As evidenced by consumer behaviour, people are seeking out content that engages and entertains. Advances in mobile technology and new entertainment ecosystems in our homes are working in favour of the TV industry, as it provides people access to content when and how they want it. And why wouldn’t consumers want more with HD programming, multi-screen and multi-platform interactive content, time-shifted viewing, PVRs and Smart TV technology? The premise of consumer engagement has and always will be quality and relevant content that entertains.
very insightful article.i am very intrested in consumer engagement especially with the rise of different gadgets form phones to tables & internet tv.Though from previous research in consumer behaviour consentration span is being reduced due to various mediums consumers are exposed to.So in terms of tailormaking communications, the challenge is to be relevant and direct to accomodate the shorter span of concentration.
its amazing how tv will still dominate the viewership modes.i would have thought viewership was being transfered from the main tv from home to the gadgets.intresting enough the different modes have become an avenue rather of watching personalised & intresting to the viewer.As future IMC`s we should be able to know which avenue to direct our voice so as to direct.The rise of pintrest should bring us closer to tailor make communications directed to particular intrests eg sports
Most businesses venture into social media expecting to see a big return on investment. The hope is that new customers will come in droves, and that the benefits and revenue generation will be huge. However, this is rarely the case. It takes time to build momentum with social media, and the benefits aren’t always as obvious as we would like.
If you’re feeling a bit skeptical about social media marketing and whether or not it’s worth the effort, following are some reasons why it may be working better than you realize.