Integrated Marketing Communications AUT
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Integrated Marketing Communications AUT
Articles based on topics discussed in an integrated marketing communications course.
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Integrated Marketing Communications AUT | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.
Labroye Tauevihi's insight:

This article here can almost sum up all the topics discussed within the course of integrated marketing communications. It anazlyes the strong presence that online advertising has in the marketing world and that it is more commonly becoming the easiest and most effective way to approach direct marketing. With the ability to have up to date information at a click of a button allows brands to reach their audience at times that suit them. The article also demostrates the need to understand the integration of marketing channels and that a stronger understanding will achieve a stronger and more positive outcome for the brand. The example of Easyjet goes to show how effective this form of marketing is and shows a real life success that is possible for any brand, if done correctly.

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Courtenay Poihega's comment, September 26, 2013 9:57 PM
This article provides helpful tips about direct-marketing and highlights the importance for it to remain relevant if it is to be used effectively. This allows emotional bonds to be developed and enhanced with individuals and groups and will ultimately be an advantage for the brand. I agree that EasyJet has effectively used direct marketing in their campaign by making offering something of great value. If the offer isn't relevant to customers, people will tune out and ignore it
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Marketing, Sales, and Customer ExperienceOh, My

Marketing, Sales, and Customer ExperienceOh, My | Integrated Marketing Communications AUT | Scoop.it
The tentacles of customer experience extend to marketing and sales in ways that unite them.
Labroye Tauevihi's insight:

This article briefly touches on direct marketing but focuses in on how it affects the consumer and how it engages them into the brand.All it takes is a simple positive notion that can attract someone into their store, when their purpose of their day lay in a completely different area. IT was the enthusiastic way she engaged the consumer that influenced her to change her day and spend a couple of hundred dollars in DIor, when that is something that she would never do. After her experience in the store with the brilliantly skilled, and ever so pleasant sales person, the consumer had created a relationship that would encourage her to spread the word of how she recieved a positive experience. In terms of direct marketing, now that the consumer has that viewed reputation of the brand, when recieving emails, invitations, or anything similar, the consumer is more likely to pay attention and do something about it rather then passing it off for another useless piece if advertising.

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Courtenay Poihega's comment, September 26, 2013 10:24 PM
The main focus of this article is consumer engagement and focuses on how key a great salesperson is in a multi channel marketing strategy. Dealing with a salesperson one on one allows consumer loyalty to be built, encourages word of mouth, repeat purchases. By providing an enjoyable experience, consumers will be more receptive to any future offers that could be marketed and advertised
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Integrated Marketing Communications AUT | Scoop.it
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...
Labroye Tauevihi's insight:

A successful business will have a strong understanding of the marketing mix, which can be described as advertising, sales promotion, public relations, direct marketing and interactive marketing. Although, as mentioned in the article not all have to be used at any one time. However, this article foucuses on four points that can aid a brand to its success. These points can be read as, targeting the right customer- making sure that you have a well defined target market and understand their behaviour, infuences etc in order to make them purchase your product. Communication channels- understanding the best method and exactly hjow you are to promote your brand to your market. Cost estimates- making sure that your marketing mis is well in your budget. Measuring- Whether it be your budget or a collection of data based on customer reviews, this is to aid the brand in understanding just how effective the marketing mix has been. I think for a brand to succeed, they need to clearly define who their target market is. thsi will not only put  afocus onto their brand but are also able to sell more of their products due to it being targete to those that will actually purchase it. 

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Courtenay Poihega's comment, September 26, 2013 11:44 PM
This article provides very helpful tips to keep in mind when trying to create an effective marketing communication mix. They are simple and very straight forward and allow people to determine how they can tailor their marcomms mix to be the most effective in an IMC campaign
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Promotion Plan - SmallBusinessNotes.com

Promotion Plan - SmallBusinessNotes.com | Integrated Marketing Communications AUT | Scoop.it
How to get the word out on your business
Labroye Tauevihi's insight:

When deciding on how a brand is to supply their products to the consumers, a process of raising awareness needs to be fully understood and identified for the brand to benefit greatly. This can be found in a marketing plan which consists of strategy, planning and promotion. This article however focuses more on the promtional side. There are many componants that need to be investigated to ensure a successful promotion. A main one being, that when a brand is planning on how they are to promote their products, they must define who their target market is and approach them in a specific way to successfully reach them. Otherwise like the article discusses there is no point in putting ads into newspapers if the target they are trying to attract don't read them. There are many ways to promote a product but making a solid promotion plan is crucial in being beneficial to the brand. This can be done through media, events, whether they are private or public, publications, and so on. 

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Jordan Smith's comment, August 22, 2013 7:46 AM
I agree with this article in that in order to reach your target audience you must “ Do research, Keep your customer in mind, and be creative”. This will guide you in the IMC process allowing you to target your audience through the correct platform. Messages can become completely irrelevant if delivered through the wrong medium for example if you wanted to target mothers you need to think of who are mothers? And what types of media they connect with, this would then allow you to communicate with them in a more direct way and ensure your message is delivered
Courtenay Poihega's comment, August 22, 2013 10:08 PM
Planning is key to creating success in any situation. This article provided a number of valid points for promotional planning that would work to accomplish marketing objectives. A very informative and helpful read
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stories build a brand image!

stories build a brand image! | Integrated Marketing Communications AUT | Scoop.it
When a business reaches a certain level of exposure, a key way to take the business to the next level is through effective branding. While most businesses understand the importance of brand recogni...
Labroye Tauevihi's insight:

Essentially, good branding should leave a lasting memory in a consumer's head. Successful branding is about creating that memorable impression whether it be through their logo, product or their way of advertising amongst many other factors. I feel this article has expressed the same opinions by discussing how brands should connect with a story. Word of mouth has prvoen to be one of the most adventageous ways a brand can market themself and this article talks about having a story to back up their brand. This is due to the fact that consumers are more likely to discuss a brand if there was something memorable and exciting about their experience, which is of great use to the company because it is practically free advertising and promotional work.

 

 

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Jordan Smith's comment, August 22, 2013 7:32 AM
I agree with this article in the important role storytelling contributes to a brand as it states “When brands are able to unearth their core story, they are able to endear themselves to their customers and create more customer loyalty”. Every business has a story however in order for these stories to be captivating they need to be personal stories from the organisation or brand itself this able to help consumers understand where the brand is from where they are hoping to go.
Courtenay Poihega's comment, August 22, 2013 9:00 PM
This is a great article to read about building brand image and ways to build on it. I like that it focuses on the theme of 'story telling'; despite it being something that has been done countless times, sharing unique; genuine stories is a great way to appeal to the psychological nature of consumers. I agree that word of mouth is a great way to promote a brand, but ultimately its success lies in how the story is being told and by whom. I do believe that consumers are eager to share their memorable and exciting experiences, but they could easily do the same if the experience was not enjoyable. Word of mouth has the potential to either make or break a brand's image and identity
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Yahoo, Samsung promote consumer engagement with interactivity platform

Yahoo, Samsung promote consumer engagement with interactivity platform | Integrated Marketing Communications AUT | Scoop.it
Yahoo and Samsung broaden their partnership to provide interactive, realtime television content.
Labroye Tauevihi's insight:

This article is great at discussing the relevance of direct marketing in todays market. As evidently seen in the ever changing world, technology and in particular, web accessible mobile phones are becoming a very large influence on the consumers behaviour. Now they are using this type of interactive communication by adapting it to how the consumers are watching TV. By making the advertisements accessible as they are being played on TV will is a strong form of direct marketing due to the fact that they are able to engage their customers right there and then and also have the ability to offer them more details. In saying this, this could bring back and strengthen the use of advertising on TV as this form of advertising to a mass audience is lagging behind more favourable channels such as media sites and on mobile phones.

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Courtenay Poihega's comment, September 26, 2013 10:10 PM
This article is an indication on taking direct marketing to the next level in terms of infiltrating the consumer perception threshold. It also allows data to be more measurable and immediate for marketers and advertisers. I agree with your point that this could be the resurgence advertising on TV needs as marketing via social media channels becomes more popular.
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New Media Knowledge - The power of integration

New Media Knowledge - The power of integration | Integrated Marketing Communications AUT | Scoop.it
New Media Knowledge (NMK) is a learning and business information resource for digital interactive media in the UK
Labroye Tauevihi's insight:

According to this article, mass advertising is suppossedly not being trusted by the consumers these days and that brands have to create advertising and promotional materials through other channels of marketing. It states in this article that consumers are more trusting of their friends opinions then the advertisiments, and that it is actually the consumer who is in the driving seat and is pulling all the strings, and not the brand. This here reinforces just how important integration is, as using the mail box or even the television for adveritsing is no longer as strong as it use to be and that a lot of focus now is being set on the internet as a strong form to advertise the products. There are also a few points discussed that can aid with the advertising of a product and that could be 'considering trial', 'increasing retention' and 'improving brand loyalty' which all reinforce the importance of integration. 

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JianWang's comment, September 26, 2013 10:15 PM
i agree with you Anna, this article is interesting and it does point out the mass advertising not being trusted by consumers these days. well chose article.
Courtenay Poihega's comment, September 26, 2013 10:47 PM
The shift to integration across multiple channels over mass marketing is so marketers are able tailor content to fulfill differing consumer needs.
Ben Beguely's curator insight, September 27, 2013 1:57 AM

very insightful article showing that mass advertising is not as strong as it once was. Consumers like to be more in control of things and advertsing just isnt getting through like it used to. 

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6 Emotions That Make Customers Buy

6 Emotions That Make Customers Buy | Integrated Marketing Communications AUT | Scoop.it
Customers make decisions at the gut level. Here's how to use the customer's emotions to your advantage.
Labroye Tauevihi's insight:

Manipulation of consumers and their behaviours, beliefs and emotions are more likely to get you a sale. As this article clearly discusses that the brand not only needs to look at the facts, but understand the emotions and beliefs of their market which in turn, can influence their purchase. I agree that these six emotional groups can do exactly that. However, not all of these can be applied at one time, therefore the brand should clearly define who they are targeting and bulid their knowledge on how to manipulate those emotions. I believe that greed is one of the strongest factors as many tend to buy products to satisfy their wants, and not actually get what they need. Consumers can also purchase products that they need but purchase a brand that they have a stronger connection to, therefore settling both their wants and needs. These decisions ultimately come down to how the consumer views and feels about the product and it is the resposibility of the brand to utilise this knowledge, otherwise these potential consumers may decide on another brand due to how the product presents itself to their emotional needs.

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Jordan Smith's comment, August 22, 2013 8:04 AM
I found this article quite interesting as it identifies a number of reasons why customers make purchasing decisions and relates it back to six common human emotions. I definitely agree that “Altruism” is becoming more relevant; as consumers are more aware of what they are buying also growing trends seen in consumer products tend to play on being “natural” and “organic” and are better for the environment
Courtenay Poihega's comment, August 22, 2013 10:02 PM
I found this article to be interesting in terms of the 6 emotions listed. I think there are more emotions than those specific 6 that also influence decision making such as guilt, joy, sadness etc. There are a number of emotions that trigger the need to purchase which makes it difficult for brands to pinpoint how to present themselves. Ultimately what they need to focus on is their brand image, brand personality and research the personality traits of their market. If they can pinpoint that, I think they will have a better and more effective way in determining what type of content they would best influence their consumers.
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H&M Masters the Art of Integrated Marketing Communications | "Buy the Way…" Insights on Integrated Marketing Communication

Labroye Tauevihi's insight:

The importance of understanding the integration of marketing aspects will successfully aid a brand. H&M have taken this approach and created a rewarding campaign. By introducing David Beckham as the face of their product and screening the ad at the Superbowl, this alone would have definetly created a buzz about their products. However, with the inclusion of social media sites such as instagram, the billboards, the television ads, the magazine ads, and so on, H&M have managed to tap into the various areas needed to connect with many potential consumers. H&M have clearly displayed the importance of understanding integration and have applied this knowledge that has been of great benefit to their brand. 

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Jordan Smith's comment, August 22, 2013 7:38 AM
This article is a great example of how brands are successfully using social media. H&M has a good understanding of its audiences and using both traditional and online media together. Integration is essential in IMC and this can be seen in the David Beckham campaign for H&M as they have used traditional forms of media such as tv advert as at the superbowl in order to drive audiences to their online media.
Courtenay Poihega's comment, August 22, 2013 9:11 PM
Integration at its best! You found a prime example of how effective IMC can be for a brand and how they have strategically utilised multiple forms of media outlets to their advantage. By bridging the gap between social media and mobile marketing, H&M have taken their consumer engagement to the next level - employing David Beckham as a celebrity endorser would have been a boost as well as I think that women are the main shoppers of any household so appealing to them is a very smart move.
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4 simple steps to improve consumer engagement - iMediaConnection.com

4 simple steps to improve consumer engagement - iMediaConnection.com | Integrated Marketing Communications AUT | Scoop.it
Labroye Tauevihi's insight:

Brands are continuously having to keep up with the ever changing consumer behaviour. As technology is evolving at a rapid pace, so are the minds of consumers. It is practically enevitable that companies will have to change their marketing and advertising strategies to keep up with all this change if they are to stay successful. More and more people are shopping online and are being influenced and, you could also say, 'manipulated' by ads on social media websites. However, due to the ever increasing ad space, many people usually bypass the ads in favour for the social media site they are on. It should be a companys mission to create an attractive way to garner the attention of these potential consumers. 

 

I agree with this article in regards to the four tips in improving consumer engagment. I found that all four tips relate to timing in one way or another and I think that timing is crucial for when a company should reach out to their audiences. Like the example of the holiday season, many do their shopping months in advance to the actual holiday, whereas many people do a last minute shop. The business should be able to understand the differences and reach their audiences in completely different ways. For those that do shopping prior to the holiday, an advbertisement with a deadline could work, whereas a discount or 2 for 1 could possibly work for those last minute shoppers. 

 

That was an example of a period of time, but brands need to also concentrate on a specific time of day such as promotional emails being sent at times when potential consumers are most likely to act as opposed to at times which suits the company best, ie early hours of the morning or late at night. Just as the last statement says "brands that are successful in improving engagement during the all-important holiday retail season are inevitably more successful at engaging consumers the rest of the year.", i feel that this is something of importance to a company in order for it to survive.

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Jordan Smith's comment, August 22, 2013 7:58 AM
I agree with this article raises some good points for improving consumer engagement. I agree that brands need to segment their audiences in order to appeal to them for example different kind of sales will appeal to different shoppers. The other point “Leverage mobile” is relevant as so many consumers today are using mobile devices in particular to access the web now, therefore brands need to make sure there websites are offering mobile optimized websites this will then improve their customers experience.
Courtenay Poihega's comment, August 22, 2013 8:47 PM
I do agree that companies are having to work harder and harder to break through all the marketing clutter as consumers become more switched off by it. I think the appeal of social media or online shopping for consumers lies in the fact that they are gaining back the control and power over what they see and when they see it as opposed to having it thrown at them everywhere they go - on billboards, public transport, newspaper, magazines, in store advertising, outdoor advertising, direct marketing through mail etc.. But I do agree that companies need to focus on engaging their consumer in the most effective way. Emails would only work for those that have agreed to recieve the emails and consumers that are brand loyal; most customers would view it as spam and not want to recieve these promotional emails. But the idea of having a late night sale could also work as customers would be more inclined to shop in their own time rather than rushing in during peak hours of the day.