Integrated Marketing Communication - Milestone 1
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Branding Strategy Insider | Brand Messaging For A Strong Emotional Response

Branding Strategy Insider | Brand Messaging For A Strong Emotional Response | Integrated Marketing Communication - Milestone 1 | Scoop.it
Abby Sy Roldan's insight:

Without emotional response from the consumers, the ad campaign will not be effective and thus not succeed to get the message across. To build emotional response to a brand the message should be simple, close to home, memorable and be relevant to the consumers. Consumers are not easily fooled by the messages if they know it is fake and does not convey the intended message. We build customer loyalty to a brand if we know they are credible and therefore have an emotional connection with them. 

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

I think it would be really interesting to see ads that utilise the 'Get Physical' guideline the article suggests. It would be cool to see mass produced ads that play on touch, smell and taste! Maybe we'll start getting furry billboards, or edible print ads!
Josh Leuenberger's comment, August 22, 2013 8:13 AM
The article discusses how companies trigger the emotions of their customers, as @Curtis Milner has stated that humans in general do have emotions and when making a purchase emotions can have an affect on the responses of a purchase. I like how you have stated that customers associate moments or memories with brands. How a rand can make you feel or remind you of how you felt at the time. The article showed how business and customers better interact in 10 steph or guidelines which I think could have been further explained in Curtis’ response to the article.
Enele Westerlund's comment, August 22, 2013 7:40 PM
Your insight is spot on, where everybody 'feels' before they 'think'. I agree with the article where sight and sound is definitely overused with most campaigns. I like the points raised where keeping it close to home, relevancy, and making it memorable are important factors. It also didn't occur to me, until I read it, the point of not leading with price.
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The Importance of Personal Branding for Business | socialsavvysarah.com

The Importance of Personal Branding for Business | socialsavvysarah.com | Integrated Marketing Communication - Milestone 1 | Scoop.it
Abby Sy Roldan's insight:

Branding is important as it differentiates yourself from competitors. It is important as it gives you a memorable association to consumers. “Link your business either an experience, design, logo, slogan, tagline, or colour” This allows your brand to be more identifiable and memorable to consumers and therefore be on the evoked set (top of their mind). A few examples are Nike’s tick symbol and their tagline “Just do it”, the ‘M’ are of McDonalds and their tagline “I’m lovin’ it” and the 3 stripes of Adidas and their tagline “Impossible is nothing”. We get to identify these brands easily because they have a memorable symbol and tagline and these are easily identifiable because they have made it relevant to their own brand and unique. They do this through the repetition of advertisements to create awareness of the brands to be more identifiable and recognizable to the consumers. This then transfers the message to other consumers therefore growing their brand awareness. The use of branding is powerful and it creates a feeling of familiarity as it helps potential customers to remember the brand itself.

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Ashleigh Davis's comment, August 18, 2013 2:29 AM
I completely agree with you, a company is nothing without it's brand. Brands aid customers in their purchase decisions i.e a trusted, well-known brand will be often be chosen over a cheaper brand with very similar components simply because a consumer is able to relate to the overall brand message and want to buy into that campaign. Brands allow customers to attach themselves to ideas and lifestyles, and by creating a positive and sought-after brand, businesses will be able to grow at a very high rate due to customer referrals to others, and easily relatable images and slogans that can be attached to any and all products that are easily identifiable and synonomous with the company/item.
Virgilio Lamaignere's comment, August 18, 2013 11:07 PM
I agree with Ashleigh and Abby. Branding can make a faceless company come into life in the mind of consumers. It is what differentiate one company from its competitors. It is important to a company to have its story, design, logo, customer service, taglines, colour and so on aligned with one consistent message. A good example is 100% pure NZ. Although, it is arguable that any country can be 100% clean, the branding campaign is successful worldwide and it is responsible for attracting hundreds of thousands tourists every year and for the incredible boost on the economy. The message has a strong appeal to people out there who come here to see New Zealand’s natural wonders. Indeed, the country is green, blue and very little polluted if compared with the rest of the world. Overall, the message is consistent and people keep coming over. Branding is vital for any kind of business industry.
Virgilio Lamaignere's comment, August 18, 2013 11:35 PM
I agree with Ashleigh and Abby. Branding can make a faceless company come into life in the mind of consumers. It is what differentiate one company from its competitors. It is important to a company to have its story, design, logo, customer service, taglines, colour and so on aligned with one consistent message. A good example is 100% pure NZ. Although, it is arguable that any country can be 100% clean, the branding campaign is successful worldwide and it is responsible for attracting hundreds of thousands tourists every year and for the incredible boost on the economy. The message has a strong appeal to people out there who come here to see New Zealand’s natural wonders. Indeed, the country is green, blue and very little polluted if compared with the rest of the world. Overall, the message is consistent and people keep coming over. Branding is vital for any kind of business industry.
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5 Ways to Boost Customer Loyalty

5 Ways to Boost Customer Loyalty | Integrated Marketing Communication - Milestone 1 | Scoop.it

"A large part of the customer base of a company is comprised of usual customers who have a high purchase ratio spread over the time. These customers are the main source behind the consumer spending budget, any firm decides upon. With the advent of social media and increased social connectivity, customer loyalty has become the prime focus of every organization.

New customers may indeed be an important segment for companies. Lately, marketers have been placing more importance on trying to sustain their existing customer base by revising the definition and importance of customer service. How? By investing more time and money on CRM(customer relationship management) systems and focusing on the communication skills of their employees.

Image Courtesy: jdapos.com

Why so much effort is being placed upon customer loyalty? It is because of the increased hype and usage of social media sites. The whole concept of word-of-mouth marketing has started making more sense, making it more valuable than ever. We propose five ways that will help you boost your customer loyalty."


Via Metrinomics
Abby Sy Roldan's insight:

To build customer loyalty, the brands need to able to communicate with its customers well.  Therefore they need to implement time and money on Customer Relationship Management (CRM).  In the article it discusses 5 different ways to build a brands customer loyalty which is: choosing the right team, adapt a customer orientated approach, know that the increase of sales do not necessarily mean the business is building customer loyalty, also appreciating customers compliments and complaints, and measuring the performance of the sales. The more the consumer purchases the brand, the more loyal the consumer will be towards the brand. 

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Ashleigh Davis's comment, August 18, 2013 2:33 AM
Social media gives businessed the opportunity to build strong personable relationships with their customers so it makes sense to focus on their current customers and really build that brand loyalty. Consumers will often find a brand they like and get a good vibe off, and continue to purchase from them year after year after year. Although it's important to grow a customer base, by giving current customers the attention they deserve, they will in turn be more loyal as they will feel noticed and valued. From that, other consumers will be attracted to this and want to join that customer base.
Virgilio Lamaignere's comment, August 18, 2013 11:31 PM
Abby and Ashleigh are right. A brand that has been able to build up a loyal customer base can consider itself ahead of its competitors. That’s not only because one loyal customer worth more than 5 undecided ones. As a matter of fact, loyalty is one of if not the hardest achievement of a brand can aim for as it is a long-term strategy that usually has big sums of money invested. Social media plays a game-change role for many businesses because more than ever brands can communicate, interact, develop liaison and get customer feedback effectively and quickly. That offers the brands a unique opportunity to know what is inside of the customer’s mind whereas respond to them or to any problem with immediate speed.
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Instagram is linchpin to mobile’s multichannel success

Instagram is linchpin to mobile’s multichannel success | Integrated Marketing Communication - Milestone 1 | Scoop.it

Instagram helps brands fuse social, mobile marketing

 

SUMMARY: Brands such as Grey Goose and Taco Bell are turning to Instagram to drive consumer engagement and fuse their mobile and social media marketing efforts, experts say. The image-sharing site is easy for brands to get started with, and potentially allows them to make contact with customers while they're actually out on shopping trips.

 

READ ARTICLE 

Abby Sy Roldan's insight:

"Social marketing is moving quickly toward an image-heavy focus." With this statement, social media has been vastly growing and people nowadays are relying on this to communicate and brands to communicate its message to its consumers. Instagram is a social media tool which is used by millions around the world so therefore brands can use it to its advantage to reach its consumers and gain new customers.

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Matt West's comment, August 21, 2013 4:49 AM
I agree with Abby on this one that businesses world wide are relying more and more on social media to get their products and ideas out to the consumers. Instagram is an especially effective tool to use because of its instant uploads which allow the customers to be fully up to date with the latest trends. This function, on top of the already easy to use 'app', makes this a very effective marketing tool for any business.
Callum Wood's comment, August 21, 2013 5:04 AM
i agree with abby that social media is growing heavily and that this can be used to businesses advantages for marketing purposes. the social marketing allows consumers to interact with brands and provides a more personal experience for consumers.
Labroye Tauevihi's comment, August 22, 2013 9:27 PM
This article is great at focussing on how online sites have affected the world of advertising and marketing with Instagram being its focus. Pictures can say a lot more than words and can also leave an impression and a view in the consumers mind. It is also a faster way to communicate with the consumers as many times it is just a quick glance at a picture that may garner one's attention, as opposed to having to read something to find out what it is about. Also instagram is easily accessible and can be used at any time of the day and will always be with the consumer (if they always have their smartphone with them), so there will always be an opportunity for your brand to be seen by others.
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Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research

Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research | Integrated Marketing Communication - Milestone 1 | Scoop.it
Instagram is becoming a core platform for brands to engage with consumers since it registers consumer engagement 18 times that of Facebook and 48 times that of Twitter, according to the latest report from L2 Think Tank.
Abby Sy Roldan's insight:

‘A picture paints a thousand words’. This saying is true in regards to engaging with consumers as a picture can be interpreted in many ways, allowing consumers to think about what the message lies within. The use of social media platforms based on visual content such as Instagram, Vine, Pinterest and Youtube have grown brands significantly. In a way, they can engage, communicate and reach their customers and to gain new customers. Brands will continue to use these social media platforms to their advantage. It allows consumers to engage with brands effectively.

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Ashleigh Davis's comment, August 18, 2013 2:25 AM
So many people use Instagram and other social media these days, that it makes sense for couples to make the most of this free marketing, and really get out there and connect with their consumers on a level that norml print advertising and television advertising can't do. It gives them the opportunity toget immediate feedback about campaigns, products and ideas that they wouldn't ordinarily be able to get.
Virgilio Lamaignere's comment, August 18, 2013 11:52 PM
It is fascinating how we all like to interact with others through images and not only through messages. Images can have a powerful attraction on us because is it the closest we can get to reality. We like to “feel through our eyes” and visual appealing social platforms such as Instagram, Youtube and Pinterest, go straight into our “needs and wants” to satiate our curiosity appetite for voyeurism. Brand can make the most of it and show to the world what are they made of. The show must go on…
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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | Integrated Marketing Communication - Milestone 1 | Scoop.it
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...
Abby Sy Roldan's insight:

This article talks about how to start up planning a marketing communications for any type of business. It all depends on the programs’ objectives. Objectives must be SMART – simple, measureable, achievable and timely. In this case, the simpler the objective, the more easily it will be to achieve. Measurable – it is then formed into a question to be answered, to figure if the objective is measurable itself, for example “How much?” “How many?” “How will I know when it is accomplished?”. Therefore the objective needs to be able to measure the progress. Achievable as the objective needs to meet the objectives. Realistic as the objective must be both willing and able to work. And timely as it needs to achieved at a specific time frame. The SMART objectives do determine how to evaluate and measure the program’s success. Well-developed objectives meeting these SMART requirements allows the business to succeed in their marketing communications program. 

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Callum Wood's comment, August 20, 2013 8:00 AM
i strongly agree with Abby. it is very important to have objectives when starting up marketing communications, but it is not enough to have general plans without them being SMART. Without SMART plans, it is hard for plans to be followed through as there is no set guidelines for them and it can be unclear as to weather they are achieved or not or if they are even possibly achievable. When Simple, measurable, achievable, realistic, and timely plans are implemented, the objectives are very well stated, and this is the key to success in planning. if these SMART requirements are applied to the marketing communications programme, then it is more likely for it to be successful.
Matt West's comment, August 21, 2013 4:46 AM
I agree with both Callum and Abby's insights into the use of the SMART strategy for marketing communications. The points stated above that it is key for a business to not only have objectives but have SMART ones is one that will make the chances of success much more likely for the business. The ways that Abby has explained each step in the SMART objectives idea is clear and easy to understand.
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Hell's Jesus billboard prompts complaints - National - NZ Herald News

Hell's Jesus billboard prompts complaints - National - NZ Herald News | Integrated Marketing Communication - Milestone 1 | Scoop.it
Hell Pizza has caused offence with one of its advertising campaigns again, but numerous complaints about a Hamilton billboard have not been upheld by the Advertising Standards Authority
Abby Sy Roldan's insight:

This article is related to the concept in class about how attitudes towards a brand's advertising campaign can change their behaviour towards the brand. How to communicate to consumers  The brands message triggers an emotional response of consumers and it really depends on how consumers behave. A brands message is perceived differently to different people. In this article, Hell's pizza is trying to create awareness of it's limited time offer of hot cross buns by using christianity influence and mockery in a way to get its message across. Consumers, especially customers of the Hell's Pizza brand emotionally responded to the advertisement in a negative way. This eventually made Hell's Pizza lose a few customers. However, is the negative attitude strong enough to change their behavior to keep buying the brand? It all depends on how loyal they are to the brand. Even though these disputes, people still bought pizza from Hell's, in regards with the negative attitudes formed, they still remain to buy Hell's because of the other attributes such as the quality of the pizzas and the price. 

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Virgilio Lamaignere's comment, August 16, 2013 8:24 PM
Like Abby, I agree that depending the content of the message a brand can change the emotional response of its customers; for good or for bad. The Hell’s add is an excellent example of how marketers should be careful when comes to know its customers and the consequences of being too far from them. In this case, I think Hell once more managed to call attention of the media and people using creativity and imagination also with a cheeky satire style in order to provoke some buzz and thinking. If we ponder well, in one hand there are so many brands out there competing for a bite of our attention while on the other, we have Hell’s pizza doing it in every single of its advertisements. Also, on the newspaper we know about the people who did respond negatively, however, it doesn’t mention those who responded well to the add. It would be though a biased and an unfair assumption saying it is expressing the opinion of society at large. I doubt Hell might lose some of its current customers as they know very well what the brand stands for. Likewise, they know about Hell’s pizza quality and are ready to pay for it. That is what people expect from Hell and that is their brand image. God save Hell’s pizza! 
Ashleigh Davis's comment, August 18, 2013 2:36 AM
I agree with Virgilio, it would've been good to see what positive response (if any) the ad got. I think Hell's pizza do take a few risks with their advertising, but at the end of the day, any publicity is good publicity, so the fact people are talking about them does help others to notice them. I believe that is their main intent with the majority of their campaigns. They may have got the backs up of a few people, but I doubt they would have LOST many customers over this issue.