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Successful Cross-Channel Marketing Strategies - VR Marketing Blog

Successful Cross-Channel Marketing Strategies - VR Marketing Blog | Integrated Marketing Communications - 0952070 | Scoop.it
Businesses need to incorporate cross-channel marketing tactics into their marketing strategy. What does cross-channel marketing entail? Let's take a look.
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when it comes to cross-channel marketing at big companies, knowing whether your TV, print, social, mobile, and direct mail advertising are individually working, much less how they work together, is still a major challenge. While most (78%) companies believe it’s important or very important, more than half (51%) still believe their current marketing efforts fall short due to a lack of analytics that provide cross-channel data.


Although there are lots of solutions out there to help marketers manage particular aspects of their cross-channel programs, we’re still not at a point where one single solution can handle everything. And that’s definitely not surprising. Just a few short years ago, cross-channel marketing might have meant print advertising, TV/radio, and direct mail. Now, social media and mobile marketing have created a new frontier that companies and customers are still trying to figure out. With each new touch point comes new customer experiences, more interactions, higher expectations, and a boat load of data to analyze.

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Direct marketing in digital format

Direct marketing in digital format | Integrated Marketing Communications - 0952070 | Scoop.it
BE caught up with Howard Draft , executive chairman, DraftFCB USA, on the sidelines of Spikes Asia for a quick chat, one that included some intense direct marketing perspective. What is the scope...
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This article discusses direct digital marketing through an email address, a web browser or a mobile phone number. Traditional direct marketing was achieved using a customer’s postal address. It goes on to address the differences between digital and traditional marketing communications; in scope, effectiveness and whether marketers for various agencies are appropriately using it.

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SRJ Marketing Communications - Steve's Blog - The Importance of Communication and Marketing Objectives

SRJ Marketing Communications - Steve's Blog - The Importance of Communication and Marketing Objectives | Integrated Marketing Communications - 0952070 | Scoop.it
Convincing customers and prospects that your brand should be their go-to product or service will ...
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Marketing versus Communications Objectives—it is very important to emphasize the differences between marketing versus communications objectives. Marketing objectives are generally stated in the firms marketing plan and are statements of what is to be accomplished by the overall marketing program within a given time period. Marketing objectives are usually defined in terms of specific, measurable outcomes such as sales volume, market share, profits, or return on investment. The achievement of marketing objectives will depend upon the proper coordination and execution of all the marketing mix elements, not just promotion.

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Display Advertising Views Have 'Positive Impact' on Consumer Behavior

Display Advertising Views Have 'Positive Impact' on Consumer Behavior | Integrated Marketing Communications - 0952070 | Scoop.it
Think beyond the click: remember the power of the view. Despite the difficulty of calculating ROI on view-through ads, they are an important and effective part of any online advertising campaign.
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Online ads such as on facebook and youtube have shown to had more of an impact the previously expected. It states in the article that measuring the value of an online ad can be more challenging than traditional advertising mainly for the reason that a consumers impression is not gauged when they see the display ad online.  

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Secrets of the 10 Most-Trusted Brands

Secrets of the 10 Most-Trusted Brands | Integrated Marketing Communications - 0952070 | Scoop.it
Dreaming of the day your business becomes a household name? Follow these examples.
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Paula Andruss discusses the secrets of the most trusted brands, listing key attributes that are assiocated with the 10 largest brands in the world today. Branding is a key concept, as it is the pivotal starting point to thrust busniesses and corporations forward and give them a competitive edge.  A well-defined and strong brand  build customer loyalty, create brand value, and most of all, it will be the catalyst for business growth, as consumers will be motivated to buy your product.

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Integrated Marketing Communications - Then And Now - Forbes

Integrated Marketing Communications - Then And Now - Forbes | Integrated Marketing Communications - 0952070 | 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.
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This article discusses the more effective method of integrated marketing communication over traditional ways of marketing. This is because it focuses on not only winning new customers but also maintaining long term healthy relationship with them. IMC ensures a strong two way dialogue with customers, replacing the days when marketers used to rely only on advertising and simple promotions to make their brand popular among end users. In the current scenario of cut throat competition, marketers need to promote their brands by effectively integrating relevant marketing tools for better results and increased productivity. Integrated marketing communication plays an essential role in delivering a unified message to end-users through various channels and thus has better chances of attracting customers. A single message goes to customers across all marketing channels be it TV, Radio, Banners, hoardings and so on. Integrated marketing communication ensures the brand (product or service) is an instant hit among end-users. It also develops a sense of attachment and loyalty among end-users.

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Three Powerful Ways to Measure the Impact of Your Email Marketing

Three Powerful Ways to Measure the Impact of Your Email Marketing | Integrated Marketing Communications - 0952070 | Scoop.it
Email Marketing - Though email campaign process metrics such as delivery, open, and click-through rates have their place, if you don't look beyond them... the true impact of your email marketing—and opportunities for ...
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Which marketing channel has consistently produced the highest ROI over the last decade? The answer is email marketing. In that same period of time, countless marketing tactics and tools have rocketed onto the scene, only to fade away just as fast. In fact, only a handful of marketing channels have emerged successfully—and few are as effective as permission-based email marketing. The 3 most effective methods to measure email marketing is responder segmentation analysis, email subscriber enagament, and channel contribution.

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Is Email Old News? Social Networks as the New Communications Channel | Idealware

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Covered in week 4, communication channels can be either personal or non-personal. This article addresses two types of networking, first is emailing which is direct and personal; second is social networking which is more general and wide spread. It continues to state the benefits of social networking such as expanding the audience and reaching consumers, as well as the existing benefits emailing continues to hold.
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Dodgy 'organic' labels fooling health conscious food shoppers - Life & Style - NZ Herald News

Dodgy 'organic' labels fooling health conscious food shoppers - Life & Style - NZ Herald News | Integrated Marketing Communications - 0952070 | Scoop.it
Health-conscious shoppers are being duped into buying products labelled organic without knowing what it means or if the product is what the label says it is, experts warn.
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This article suggests that consumer choice can be altered by certain words. Health conscious shoppers were convinced to buy products because their 'organic' qualities.

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What Neuroscience Tells Us About Consumer Desire — HBS Working Knowledge

What Neuroscience Tells Us About Consumer Desire — HBS Working Knowledge | Integrated Marketing Communications - 0952070 | Scoop.it
It's easy for businesses to keep track of what we buy, but harder to figure out why. Enter a nascent field called neuromarketing, which uses the tools of neuroscience to determine why we prefer some products over others.
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Uma Karmarkar is a assistant professor in the marketing department at the Harvard Business School. She discusses the key concepts that connect neuroscience/tracking brain function with consumer choice and desire. 

Neuroscience also provides insight as to why some items can be selected to: 1.  be perceived without the expense of marketing; and 2.  compel a viewer to react in an involuntary manner. This is a very interesting area when considering the creation of a brand, since the time & the expenditure of promotion can mean success or otherwise.

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The evolution of a super brand—and the power of community ownership :: StopPress

The evolution of a super brand—and the power of community ownership :: StopPress | Integrated Marketing Communications - 0952070 | Scoop.it
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This article addresses 'what it takes to create a super brand'. The author goes into detail illustrating starbucks decison to change their logo removing the words and making it more minimalistic. Many people believe a brand only consists of a few elements – some colours, some fonts, a logo, a slogan and maybe  some music added in too. In reality, it is much more complicated than that. You might say that a brand is a ‘corporate image’. The fundamental idea and core concept behind having a ‘corporate image’ is that everything a company does, everything it owns and everything it produces should reflect the values and aims of the business as a whole.

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