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Rescooped by Beckie Epke from Mobile Payments and Mobile Wallets
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Mobile payments: The view from Square’s Jack Dorsey

Mobile payments: The view from Square’s Jack Dorsey | integrated marketing communications | Scoop.it
Square Founder and CEO Jack Dorsey shares his views on the mobile payments industry, which has gathered unprecedented momentum in the US and Europe this year.

Via Kenneth Carnesi,JD
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News Byte: Demandbase Introduces B2B Retargeting Tool - Direct Marketing News

News Byte: Demandbase Introduces B2B Retargeting Tool - Direct Marketing News | integrated marketing communications | Scoop.it
Direct Marketing News
News Byte: Demandbase Introduces B2B Retargeting Tool
Direct Marketing News
News Byte: Demandbase Introduces B2B Retargeting Tool. Demandbase's Golec.

Via Thomas Faltin
Beckie Epke's insight:

This article discussed the way in which their company targets people though websites they vistit online to build up databases for companies. However they only target people who have the intent to purchase. An example would be if a store I bought a lot of clothes from sent me an email to come and have the first chance to purchase their new collection. As the store already knows that I am likely to buy their products there is a high likely hood that me and the other people they invite will make a purchase. There are four principles that macrons managers must follow to allow their direct marketing to be successful. The first principle is to build a good customer base. In order to do this you need to find a list of people you know will be interested in your product. This will then allow you to target people who are likely to purchase your product with special offers. Secondly you must make a profitable offer, before sending out an offer you next to evaluate all the expenses it will take to make the offer possible. If the expenses are too high then you will struggle to make the offer worthwhile for you or your customer. Principle three has become easier with the majority of people having access to smart phones. You must be able to adjust the offer to gain interest from the people you are targeting. Now thanks to social media and smart phones there is little lag between you sending out an invitation and the customer responding. If few people respond it is easy to change the incentives to gain their interest, whereas a TV advert isn’t so easy to change. The last principle is to make sure you look to find the most profitable offer and to do this you must consider, the creative execution, the nature of the offer, the payment method, the timing, and the target segment. Once you have found your most successful offer this should then act as a bend mark to beat, you know what your can and should be achieving with future offers. 

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Project Management, Policy Analysis, Marketing: Process of Personal Selling

Project Management, Policy Analysis, Marketing: Process of Personal Selling | integrated marketing communications | Scoop.it

Process of Personal Selling
http://analysisproject.blogspot.com/2014/04/process-of-personal-selling.html


Via jibesh
Beckie Epke's insight:

Personal selling is basically a sales communication between two people and can be defined as dyadic communication. Sales between two people can be a sensitive task as this article explains. The sales person should complete the process by drawing attention to the customer by being polite, welcoming, asking and inquiring, showing goods, solving doubts, help selecting, variety of selection, adding additional goods and respect for the customer. An advantage to personal selling is that once the attention of the customer has been shown, it is guaranteed to be maintained by the salesperson. Feedback can also be given back straight away by the consumer without any delay which allows the sales person to work around their needs and feedback. However the disadvantage is that it takes longer for each sale to take place as it is a lot more personal and a lot more communication is needed for the sale to take place. You can also normally only sell high-investment products for the personal sale to be worthwhile. To ensure your sale is successful you should only contact promising buyers and know how to sell to your customers needs. The buyer should also be able to make the sale go through with little objections or resistance from their customer. 

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70 Creative Advertisements That Make You Look Twice

70 Creative Advertisements That Make You Look Twice | integrated marketing communications | Scoop.it
It’s quite true about the saying – There’s no second chance at making a good first impression. Advertisement, regardless online or offline, if they don’t catch your attention within seconds they are considered failed.

Via Chantelle Higgin
Beckie Epke's insight:

This link gives you a demonstration of some of the most creative adverts out at the moment that will make you look twice. Catching your consumer’s attention is really important, especially with the high cost of advertising. Advertising is a paid form of communication with the target audience and for the advert to be successful it must cut through the noise and stand out from the clutter of competition and the best way to achieve this is to be creative. Of course not all adverts need to be creative, for instance if you are advertising a one off discount then the good price of the product will grab the attention of the consumer but wont leave a lasting impression for the brand. However a creative on of discount advert will probably be more creative than a normal one. Adverts need to be original which calls for them to be creative as well as relevant. It has also been proved that a creative advert with the same budget as a normal advert could potentially create ten times the success. Once you have aired a low quality ad there is no amounts of media spend which will help to lift its effectiveness. A successful advert will show results quickly and unlike a low quality advert adding additional media spend will increase the success of the advert further. A creative advert is also more likely to go viral online which will actually provide free advertising for the company. 

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Rescooped by Beckie Epke from Milestone 2 from week 6-8
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DAGMAR – Defining Advertising Goals for Measured Advertising Results

DAGMAR – Defining  Advertising  Goals for Measured Advertising Results | integrated marketing communications | Scoop.it
Russell Colley (1961) developed a model for setting advertising objectives and measuring the results.

Via Li Ma
Beckie Epke's insight:

DAGMAR stands for Defining Advertising Goals for Measured Advertising Results. Advertising is primarily a communication task and its success should not be measured by the volume of sales but by communication success. Other factors can affect the volume of sales for a product such as environment or competitions incentives. The buyer experience involvement requires the consumer to be fully aware of a products existence. Attention and awareness levels only need so be sustained and other communication methods added. Once a consumer’s attention has developed it cannot be neglected or the company can risk loosing their customers to a competitor.  When consumers have sufficient levels of awareness they should be quickly moved into a purchase position with little assistance with other elements of the mix. However awareness is not always enough, people actually need to know and be provided with information about the product you want them to buy. When a consumer is convicted to buying a product this means they will be looking to make a purchase at the next available opportunity. The last step of the model is action, which involves communication from the advertisers that encourages the buyer to purchase the product. 

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Li Ma's curator insight, September 24, 2013 6:57 AM

This article mentioned DAGMAR model for setting the advertising goals and measuring the result. This model suggests that the final objective is to let the consumer go through four level of understanding, from unawareness to awareness. This process includes awareness, comprehension, conviction and action. And this article emphasized the importance of awareness for consumer buying behavior, and awareness needs to be created, developed, refined or sustained, according to the characteristics of the market and the particular situation facing an organization at any one point of time, which could be shown from an awareness grid to briefly show the relationship between customer awareness and involvement. The writer explained what the marketers need to do when facing each situation in the grid, and supported with some company examples. Also this DAGMAR model explained what should be included in a good advertising objective, which consist of a few requirements, make sure the goals are concrete and measurable, precise target audience, benchmark and degree of change sought to determine what changes or progress has been made, specifically time period and written goals. In my opinion, this DAGMAR model is quite practical for advertising goals and measuring result, by following these steps above, it will give a clear direction for advertising goal making.

David Weng's comment, September 25, 2013 9:50 PM
Really useful article, Dagmar model is to defining Advertising Goals for Measured Advertising Results. Dagmar model suggests that from unawareness to Awareness—the consumer must first be aware of a brand or company Comprehension—he or she must have a comprehension of what the product is and its benefits. And this article explain the importance of awareness, “Awareness of the existence of a product or organization is necessary before the purchase behavior can be expected.” From the awareness grid we could see the relationships between awareness and Buyer experiences involvement. Also explained what we have to care about in advertising. I think this article is quite particularly. I really enjoy this article.
Juju Jadine Davis's comment, September 26, 2013 6:21 AM
This article is interesting and addresses the four stages marketers aim to take consumers through in order to reach the desired outcome of the communication - for consumers to accept a call to action. This article is helpful with understanding the planning and development IMC. The DAGMAR model is similar to SMART objectives however, the DAGMAR is specific to advertising.
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Brand Strategy -3 Building Blocks of Brand Positioning - Project Eve

Brand Strategy -3 Building Blocks of Brand Positioning - Project Eve | integrated marketing communications | Scoop.it
Brand Strategy+ Brand Positioning: Bringing it all together (Brand Strategy -3 Building Blocks of Brand Positioning http://t.co/OZ77YHhRbX #Brand #Strategy #Branding #Positioning)...

Via Harish Rajpal
Beckie Epke's insight:

Brand positioning is one of the most important aspects to advertising. Brand positioning is different from brand image. Rather than creating an image for your brand you are creating a customer perception in relation to your competitors. When positioning you’re brand it must be meaningful and important to your target market. It should also be easy to distinguish your brand from your competitors and also follow your overall brand vision. Many brands in a competitive market can often focus only on their product rather than missing opportunities with a more successful positioning for their brand. There needs to be a happy medium between positioning and product. If a brand promises the customer something then they need to deliver “Nothing kills a bad product faster than a great campaign”. Creating positioning for your brand calls for the company to view their brand realistically through their customer’s eyes. The three building blocks this article talks about building brand positioning are market, customer and brand. Considering these aspect you should focus on the right bundle of associates, which should be meaningful and important to customers, distinctive from associations owned by competitors and linked to your brand vision. 

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The Results Are In: An Experiment in Social Influence | Social Media Today

The Results Are In: An Experiment in Social Influence | Social Media Today | integrated marketing communications | Scoop.it
social influence

Via Fang Feng
Beckie Epke's insight:

Social influence is a powerful thing for brands to gain. People are more likely to follow someone they know and look up to rather than a company telling them what to do. It is often more logical to target people who have a social influence who will then pass the message onto people who will listen opposed to targeting a large group of people who don’t want to listen to you. In a study done by a charity trying to raise money through the social network twitter they found that a large number of people re-tweeted the charities post but did not donate themselves. However one third of the donations received came from people who didn’t follow the charity and had therefore seen the post through someone they do follow and know. This demonstrates people listening to someone with a social influence, and people ignoring a company they don’t know. Being able to create content which moves through the internet is a powerful recourse, and it is not the about the number of people you are connecting with but the relationship you are building with them, quality not quantity. 

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Meg MacDonald's curator insight, March 24, 2014 3:30 PM

How bloggers can have more effect over celebrity influencers, but shows how difficult it is to get someone to open their wallet as opposed to 'liking' something.

Rescooped by Beckie Epke from Digital-News on Scoop.it today
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Top Business Tips: Customer Insights & Digital Strategy - Business 2 Community

Top Business Tips: Customer Insights & Digital Strategy - Business 2 Community | integrated marketing communications | Scoop.it
Top Business Tips: Customer Insights & Digital Strategy Business 2 Community Top Business Tips: Customer Insights & Digital Strategy image customer insight 300x168 These days a digital strategy is essential so a business can retain its competitive...

Via Thomas Faltin
Beckie Epke's insight:

It is really important to use quantitative and qualitative research when obtaining consumer insight. With out researching your consumers in the right way will mean your research results could be wrong and leas your advertising campaign to target the wrong people. If this happened you could potentially turn your target audience away from your brand. More over doing research incorrectly could become a costly process for you brand as well as becoming confusing fr your brand. Qualitative and quantitative research should take place, quantitative to provide you with the statistics and numbers about your consumers and qualitative to understand your consumers feelings and relationships to brands. Ideally you should perform qualitative research first to make sure you are asking the write questions to the rite people. If you were to go ahead and do quantitative research first, your results could be invalid and mislead you to into using insufficient channels where the consumers have little or no interest in your brand, it also leads you to validating the findings from the qualitative research. 

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Sini Tagiloa's curator insight, September 3, 2014 10:01 PM

"Customer insight" paints a complete picture of your target market and serves with a more accurate product or service to offer them.

Malee Van Den Berg's curator insight, September 15, 2014 8:34 PM

Understanding the customer is a key step towards building an effective digital strategy. These "customer insights" paint a complete picture of the target audience which helps hugely in planning digital strategy.

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Age of Persuasion: Claude Hopkins-reason why advertising-pre-emptive claim

Age of Persuasion: Claude Hopkins-reason why advertising-pre-emptive claim | integrated marketing communications | Scoop.it
Airs Saturday April 16th and Thursday April 21st, 2011. This week, the Age of Persuasion features an encore look at Parity Products. It's that strange category where each brand is identical to the other, with nothing unique separating them....

Via k3hamilton
Beckie Epke's insight:

Brand Parity:

 

This article explains what brand parity it perfectly, which is a group of products which are all exactly the same, nothing really separates them. Many people simply buy a product based on price, because there is no way for them to tell the difference between a group of products all claiming to have the same outcome. However some of the biggest companies in the world sell parity products and the difference between them and their competition is how they advertise their product. The article explains how Claude Hopkins understood that customers needed to be given a reason as to why they should buy your product and not the competitions. The most effective way of doing this is to tell your customers why your product is different and better. An example of this would be toothpaste, all brands of toothpaste do the same thing, however there are brands who are more successful than others. Toothpaste companies always used to advertise stating that their toothpaste kept your teeth clean, Claude Hopkins stated that this toothpaste kept your teeth whiter. Even though he was pretty much saying the same thing, advertising it in a different way made them stand out from the competitors.

 

There are many other interesting example of parity product advertising in the article! Not too long and an interesting read that explains Brand Parity well :)

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k3hamilton's curator insight, January 26, 2013 5:39 PM

he us "all weather tires" Puffed Wheat shot from guns"

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Why Is Email and Social Media Integration Important?

Why Is Email and Social Media Integration Important? | integrated marketing communications | Scoop.it

Have you integrated your social media marketing with yo… (RT @NextLevelVA: Why Is #Email and Social Media Integration Important?

Beckie Epke's insight:

This article by Lisa Rodrigeuz explains Media integration really well by highlighting how different audiences respond in different ways. It’s important to be able to identify who your audience is and what type of media they are most likely to be using. Many companies use email to connect with their audience, I often get emails from different companies, but am unlikely to read them. However if you are advertising in another place, this will increase your presence and increase the number of people who will start paying attention to what your adverts are saying rather than viewing your email as spam. On a few occasions I have seen adverts for companies on Facebook, and then a few days later while scrolling through my emails seen an email from the same company, an email I have been getting weekly for a long time, but never given it much thought and deleted it along with all my other spam. However after seeing an advert on my Facebook timeline I have opened it up and it has now become a company (normally online shopping) that I buy clothes I really don’t need from.

As I am studying event management I also found it interesting when she explained how one off events do well from multimedia advertising. Creating an event on Facebook helps you create momentum before the event. Also hype can be created without you as long as your target audience is part of the event on Facebook, the social excitement from other people combines with the momentum you are creating.

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bradkerr's curator insight, October 18, 2013 9:22 PM

But most importantly, email is often the final step in the sales process. It's one thing to generate interest in your product or service (through your social media), but you need to convert those "fans" into "customers". Email is the tool that will do this.

Beckie Epke's curator insight, March 12, 2014 8:33 PM

This article by Lisa Rodrigeuz explains Media integration really well by highlighting how different audiences respond in different ways. It’s important to be able to identify who your audience is and what type of media they are most likely to be using. Many companies use email to connect with their audience, I often get emails from different companies, but am unlikely to read them. However if you are advertising in another place, this will increase your presence and increase the number of people who will start paying attention to what your adverts are saying rather than viewing your email as spam. On a few occasions I have seen adverts for companies on Facebook, and then a few days later while scrolling through my emails seen an email from the same company, an email I have been getting weekly for a long time, but never given it much thought and deleted it along with all my other spam. However after seeing an advert on my Facebook timeline I have opened it up and it has now become a company (normally online shopping) that I buy clothes I really don’t need from.

As I am studying event management I also found it interesting when she explained how one off events do well from multimedia advertising. Creating an event on Facebook helps you create momentum before the event. Also hype can be created without you as long as your target audience is part of the event on Facebook, the social excitement from other people combines with the momentum you are creating.

Alexandra Gordon's comment, March 18, 2014 6:34 AM
Lisa Rodriguez article explain that two completely different marketing channels can actually coincide and effectively be integrated to capture different target audiences. It cannot be denied that a markets most important job is to drive sales; though as Lisa explains, often getting your audiences attention can be challenging- younger people are constantly checking social media whereas the older generation are mostly looking at e-mails. So why not combine these two and at the same time maximize your brand equity? As Rodriguez points out if a company has double the amount of exposure ie the consumer sees a new product post on twitter and then receives something via e-mail, not only is the chance of the person actually reading it going to increase, there will be a lot more awareness. Furthermore she goes on to say that this wont be deemed as spam because physiologically since it has come from two different medians people view them as completely separate.<br><br> Also another point I found interesting was before launching a product she states that it’s a good idea to create various social interaction hypes from both twitter and Facebook- You can then add those from your e-mail list can for any extra boost. Rodriguez concludes with some powerful words “ follow up with their preferred medium”. As marketers that is our job to discover where do our customers want to see our advertising and WHAT exactly is going to give us most brand equity!<br>
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MKTG 4304 - Integrated Marketing Communications

Junior marketing students Catherine Daniel and Trey Gresh give us a tour of their IMC class with professor Jane Machin.
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4 Ways to Get the Most Out of Your Trade Promotion - Business 2 Community

4 Ways to Get the Most Out of Your Trade Promotion - Business 2 Community | integrated marketing communications | Scoop.it
Trade promotion is a tricky subject because of the sheer amount of money that is at risk. Often,...

Via Thomas Faltin
Beckie Epke's insight:

Trade promotion is a hard task for companies to deal with. It can be unpredictable and also involves a large amount of money being at risk Sales promotional budgets have be on the increase over the last few years and about one third of a companies marketing budget goes towards sales promotions. Trade promotions normally fall into four categories. Trade allowance is normally when retailers buy in bulk and receive a discount on some of the products so in essence the more they spend the more they save. Trade incentives is free merchandise that is given to retailers when they buy in bulk, it can also involve companies supplying the retailers with some of their advertising for that companies products. Display allowance are important when manufactures are wanting to increase their sales, as 70% of purchase decisions are made at the point of sale in-store advertising is extremely worthwhile the boost the sales of a certain product. Lastly personal incentives involve a member of staff at a retailers being rewarded for the highest sales for the manufactures product. This technique is used all the time in the bar I work at, for example we are told whoever sells the most of a certain rum will receive $100. Pretty much everybody that comes to the bar will be given or persuaded to have this rum even if they ask for a different one. We will also be given information about this certain rum, which will allow us to talk, explain and essentially advertise this brand of rum to the customer

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Personal Selling - Boundless Open Textbook

Personal Selling - Boundless Open Textbook | integrated marketing communications | Scoop.it
Marketing impacts personal selling and improves the selling environment by increasing exposure to potential customers. Read more about personal selling in the Boundless open textbook.

Via Wenyu Liang
Beckie Epke's insight:

This article discusses the eight steps of high-involvement selling. The eight steps involve setting a goal, generating leads, identifying the most promising leads, making the initial contact, presentation, handling objections, closing the sale and a follow up. All of these steps help to create a successful guide of completing a personal sale. Setting a goal means a concept of how many units want to be sold and in what particular time frame this should happen. Sales people are often offered a bonus to get the sales done within a certain time frame. The sales person should then look for appropriate buyers for their product. A good salesman should never stop looking for new buyers if he of she wants to remain successful “it’s not what you know but who you know”. It is also essential for the sales person to follow up on all leads when contacting potential buyers, however it is also important that the salesman can put the buyers into a rank of importance, and contact those more likely to purchase first. Contact  should then only happen with a buyer for a reason and the reason should benefit the buyer. Once your have gained the interest from a buyer it is important that your presentation justifies the reason they should purchase your product, this presentation should not be wasted or it is unlikely you will receive and order. Through the presentation objections may occur which you will have to over come. Often objections will act as a form of negotiation and the salesmen should always look for a win-win fair deal. There are three ways to close a sale, direct close – asking for the order, summary benefit close – where there is a summary of benefits and then an order is requested, assumption close – is when an order is assumed and a question such as how many do you want is asked. To maintain a good relationship with your buyer and to also gain important information for the future a follow up of the sale should always be carried out by the sales person. 

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Wenyu Liang's curator insight, May 13, 2014 6:26 PM

According to the article, Selling, the art of persuasion, is defined as a one-on-one interaction whereby a tangible or intangible item of value is exchanged for a different item, usually with money in an amount of equal or greater value of the item being sold. Direct marketing is getting more and more popular nowadays as people can do it as a additional business. There are many direct selling companies, like the insurance company, nutrition supplement companies like Anyway, Usana and Nuskin. The reason why everyone knows those company is there are too much direct selling people around us. Direct selling is more straight forward and might has more sales volume as the sellers can get the commitment of their selling. Therefore, more people are involve in different direct selling company in order to receive more noticeable value. Direct selling company is not like other company, they always encourage people to sell and train every staff as a good marketers. As communication with customers is really important to all companies, direct selling is the most direct way to interact with people. High involvement personal selling will bring more value to the company also higher profit for the sales. 

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Digital outdoor advertising: Car campaign lets consumers share their design tastes

Digital outdoor advertising: Car campaign lets consumers share their design tastes | integrated marketing communications | Scoop.it
A new digital out-of-home advertising execution for the Volvo V40 in the UK relies on touchscreens.

Via Paul Squirrell
Beckie Epke's insight:

Having a brilliantly creative idea is always a crucial before beginning a media campaign but without the right execution the idea means nothing and sometimes the way in which an idea is executed is the idea. A creative idea can come from a single person but the execution involves a team including and engineer, art directors, sculptor, film and lighting specialists. This article discusses the execution of an advert by Volvo. Every advert is different for each person viewing as the consumer is able to essentially create their own advert. The execution also allows for the idea to view across a range of media channels. Execution also allows for a different but related messages, the Volvo advert allows for different cars the be advertised to different target groups depending on the results they got for their personality. The execution also needs to be on message, which is done here by Volvo, the same message is being communicated but each person is displayed a different car based upon what they want in a car. A creative idea that has the ability to be executed in a number of ways allows for the idea to be re-used with the same theme, and this allows for longevity.

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Twitter approaches Holy Grail of interactive TV advertising with new partner ad tool

Twitter approaches Holy Grail of interactive TV advertising with new partner ad tool | integrated marketing communications | Scoop.it
Twitter approaches Holy Grail of interactive TV advertising with new partner ad tool

 

For two decades now, interactive TV advertising has been an albatross. Dozens of companies with hundreds of millions of dollars have failed to create a true, scalable interactive TV adverting platform. Then social TV emerged, combining the scale of the second screen with the popularity of social media. With the recent purchase of Bluefin Labs, a ratings deal with Nielsen and the release of its advertising API, Twitter is clearly the most serious new player to pursue the Holy Grail of interactive television ads.

 

We’re starting to see some of the early products, and as is customary with Twitter, we’re seeing it first with an API partner. TBG Digital was given an early run at the adverting API, and this week it announced a new product called “Calendar Live” which gives marketers the ability to buy Promoted Tweets in sync with TV shows. While marketers could already do this manually — for example, buying tweets against show-related hashtags and scheduling them around the show’s airtime — TBG Digital has compressed it into an easy-to-use tool with more granular time-targeting abilities and trend monitoring.


(See a couple more screen grabs over on BusinessInsider.)

By scanning a program grid, you can select which shows you want your Twitter ads to appear. “If you run tweets around live events or TV shows, you get better engagement than if they’re just generic tweets [running] all the time. It’s helping advertisers think about Twitter in real time as a second screen,” said TBG Digital CEO Simon Mansell in an interview with AdWeek. He said Promoted Tweets around live events see an 18 percent higher engagement rate.

TBG tracks engagement in the tool, and marketers can also use it to track trending topics that emerge during a TV show or live event. They can quickly react — for example, #blackout during the Super Bowl — and buy ads against the emerging trends.

Pretty powerful stuff, especially as Twitter continues to scale as the second screen experience of choice. You can see why it’s strategically important for Twitter to ensure TV partners leverage Twitter to its fullest potential — for example, American Idol’s recent addition of real-time Twitter polls, powered by Mass Relevance — because that creates more targeting scale. As people participate or react to a TV show, they’re telling Twitter they’re watching that show, which enables Twitter to target ads to those viewers as they’re watching. The more viewers self-identify with a show, the bigger chance Twitter’s model will succeed.

 

You can also imagine how Twitter ad products themselves will evolve, and we’re seeing some early clues. TechCrunch spotted this example Promoted Tweet (above) with a call-to-action: a “get it now” button that acts as a lead-generation engine for advertisers. Applying this approach to TV, Pepsi could buy Promoted Tweets targeted to the TV shows it’s sponsoring. Its TV ads could promote a contest or offer a coupon, and the Promoted Tweets would encourage viewers to “enter now” or “get it now,” agreeing to let Twitter pass along their contact information to Pepsi (see the disclaimer above).

Just like that, interactive TV advertising is here.


Via Virginie Colnel
Beckie Epke's insight:

Tweets are user generated content found on social networking sites such as twitter. Twitter eliminates blabbering online by keeping the total characters in any one tweet down to 140. With peoples attention snap continually getting smaller this is ideal. This decreasing attention span I also something which advertising agencies must consider when connecting with their audience. There are many ways to advertise through digital media such as website, search advertising, blogs and chat rooms. However twitter has a really interesting and effective technique when catching viewer’s attention. For example there are now many TV programmes that encourage their viewers to tweet about their feelings towards the show. As soon as someone hash tags that show twitter will then use this information to use appropriate advertising on their twitter page. For example someone who hash tags master chef will then see adverts that relate to that show, like kitchen appliances or supermarket advertising. They can also link adverts that sponsor the programme you are watching to pop up at the same time. So if you were watching a programme sponsored by pizza hut and hash tagged the programme an pizza hut advert would then pop up onto your twitter page with a link to go straight to their website so you could purchase their pizza. Using multiple media channels has always been a successful way to connect with your consumers and the way twitter can log into peoples interests makes it easy for adverts to reach the correct targe audience.   

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The DOs and DON'Ts of strong brand positioning  - BrandRants - Brand Strategy

The DOs and DON'Ts of strong brand positioning  - BrandRants - Brand Strategy | integrated marketing communications | Scoop.it
Five of the most common brand positioning mistakes and how to avoid them

Few things will help y...

Via Dennis Bailen, CMO, Chief Outsiders
Beckie Epke's insight:

This article discusses five key points to make brand positioning successful. It is important after you have come up with your brand to differentiate it but with relevance. Even well known brands with great products may still fail to strategically position the product in their consumers mind. Tip one is to ask the rite questions such as, how true is the claim made in the position? When what you state while positioning your brand doesn’t match the product it can be more damaging to your brand in the long run, many people say nothing kills a bad product faster than a great campaign. How important is the difference to the target market given their priorities? Brand positioning is not the same as brand image, but positioning refers to the perception of the brand in relation to its competitors. How believable is the difference to the target market given their existing beliefs and perceptions? It is possible for brand who already have an image to the consumers but it can sometimes be hard to make their new position believable for their consumers. Many companies who do this often stay within the same path when positioning due to it being so hard to chance peoples perceptions. How defendable is the position likely to be over time? A firm may not be able to fulfil a strategic direction now, but that does not mean it cannot in the future. 

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Social Influencer Sites: How Relevant Are They?

Social Influencer Sites: How Relevant Are They? | integrated marketing communications | Scoop.it
#Analytics | Social Influencer Sites: How Relevant Are They http://t.co/n9idAV5adj #Klout #Kred #PeerIndex

Via Ron Sela
Beckie Epke's insight:

Brands are often trying to find someone who has a high social ranking to pass on the brands message. However if there message is given to a person with a high social ranking but has no connection to the brand then there is little point in using them, in fact a brand could get into trouble by doing this and completely miss their target market. For example Justin Beiber has a very high social status with thousand of followers on social media sites such as twitter however I doubt he would be used to advertise Mercedes. It is important to have a market maven who is relevant to your brand, like when ford gave free cars away to those most influential in the auto industry.  People are more likely to spend time with people with similar interests and outlooks to them. Happy people are more likely to spend time with other happy people, same as unhappy people surround themselves with unhappy people. This makes it crucial for brands to research who they are using to connect with. Companies may give a message to be passed on, which is then read in a completely different context when said by someone else and therefore wasting resources on people who wont deliver a successful outcome. 

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Ron Sela's curator insight, September 8, 2013 8:14 AM

Social Influencer Sites: How Relevant Are They?

Randy Hilarski's curator insight, September 8, 2013 10:33 AM

I love using Kred, Klout and Empire Ave. These three influence scoring platforms tell me when my engagement has dropped off. Check out my article titled, "7 Actions Every Influencer can do on Klout Right Now".

http://www.randyhilarski.com/7-actions-every-influencer-can-do-on-klout-right-now/

Lynn O'Connell for O'Connell Meier's curator insight, February 3, 2014 4:08 AM

My 2 cents: They matter if you're in social media or marketing, but obsessing about your score is pointless. Focus instead on your social media activity and ENGAGEMENT and score will follow.

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What Newton Never Knew: the Physics of Insight | Agency News: Viewpoint - Advertising Age

What Newton Never Knew: the Physics of Insight | Agency News: Viewpoint - Advertising Age | integrated marketing communications | Scoop.it

Since marketers began to talk about consumer "insights," finding them has been a form of alchemy...


Via Edible News
Beckie Epke's insight:

This article discussed the importance of consumer insights. Developing reliable insights from your consumers allows your product to appeal to your consumer, resulting in higher equity for your brand. This article discussed how there are three ‘laws’ to consumer insight. The first law discussed was doing is knowing, an interesting was of talking about qualitative research which companies carry out. Basically every idea is a physical experience and to understand and gain insight from consumers you must first discover the physical experiences on which they are built. The second law is, seeing is doing, but only if you have done it before. It described how consumers can have experiences through just seeing or hearing something, they don’t necessarily have to physically experience it to be able to experience it e.g. seeing an advert with a picture of a cold beer will take you back to your experience of having a cold beer. So you can gain a deep insight into your consumers ideas by sharing experiences you see them having, but only if you have had those experiences yourself. If you haven’t experienced drinking beer, then looking at an advert with a picture of beer will not trigger a past experience. The third law is without authentic experience, there can be no insight. This law basically discussed how the methods used today to develop insights are rarely accurate. When using methods like surveys and one on one interviews it is hard to understand the reasoning behind peoples answers, without knowing what experiences they have had to shape their answers. It is then predicted that gaining insight should be moved more towards using language of physical experiences, metaphors, narratives, role-play and visualization, which will bridge the gap between you and your customers. This is really interesting, as we learn the positives and negatives of qualitative and quantitative research into consumer insights, it may also be interesting to see how carrying out research through experiences would compare. 

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Facebook PMD Gigya releases Consumer Insights to better understand user identities - Inside Facebook

Facebook PMD Gigya releases Consumer Insights to better understand user identities - Inside Facebook | integrated marketing communications | Scoop.it
Gigya, a Facebook Preferred Marketing Developer, released a new Consumer Insights tool that gives marketers a view into consumer identity.

Via Heather Koroll
Beckie Epke's insight:

Consumer Insights:

This article about consumer insights is really thought-provoking but also quite scary. Companies can now understand their consumers better by gathering information from their Facebook. Everything you like on Facebook, everything you comment on, and read, helps marketers understand what your interest are and how and where to advertise, enabling them to enhanced the connection you have with them. The example in the article is laid out in a really easy way to understand what types of information they can gather from you and how they can use this.

The example in the article shows the social network identity breakdown between the two American football teams, the Seahawks and the Broncos. Telling you, what gender the supporters are, where they live, where they shop, what movies they watch, what TV shows they watch and where they eat. This information is key for the marketers trying to connect with their consumers.

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James Morgan's curator insight, March 19, 2014 12:37 AM

This is a very thought provoking article that gives even more emphasis on the importance of social media, or even just digital platforms, in marketing.  As we know how important consumer insights are towards coming up with new profitable business solutions that push companies from the ever growing haze of products and services that are entering today's market.  This new tool gives marketers access to quick and affordable information on consumers and trends that they follow to give "advanced" audience segments.  It is still important to make use of other qualitative methods to develop ideas and themes, but their use in combination with this new tool could just be the key to that 'new idea'.

"Limits, like fear, is often an illusion" Michael Jordan.  

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Experiential Essays: FRUKT - Building experiential value through entertainment - Event Magazine

Experiential Essays: FRUKT - Building experiential value through entertainment - Event Magazine | integrated marketing communications | Scoop.it
Experiential Essays: FRUKT - Building experiential value through entertainment Event Magazine Consumer apathy to traditional ad mediums has created a heightened desire among brands to get out there and do something, anything, in a desperate bid for...

Via SYED ALI SAIM
Beckie Epke's insight:

Consumer Apathy:

As I am studying Event Management I find this article extremely interesting.

When your Target audience lack interest and concern for your product, or they simply don’t know about it, advertising and trying to get your audience to notice you seems to be the best way of making them aware of your product. Generic advertising like television is cluttered with adverts that the majority of people don’t pay attention to. With the amount of advertising consumers are subject to always on the rise, it is becoming harder to grasp the attention you need. However entertainment has the ability to develop the interest you have been looking for. For example enabling Coca-Cola to kick off the London 2012 Olympics. Events develop a long term emotional connection with your customers. If they are being entertained, happy, positive and grateful, they are more receptive to messages, more inclined to share their experience and more likely to try something new…. Your product!

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Why Is Email and Social Media Integration Important?

Why Is Email and Social Media Integration Important? | integrated marketing communications | Scoop.it

Have you integrated your social media marketing with yo… (RT @NextLevelVA: Why Is #Email and Social Media Integration Important?

Beckie Epke's insight:

This article by Lisa Rodrigeuz explains Media integration really well by highlighting how different audiences respond in different ways. It’s important to be able to identify who your audience is and what type of media they are most likely to be using. Many companies use email to connect with their audience, I often get emails from different companies, but am unlikely to read them. However if you are advertising in another place, this will increase your presence and increase the number of people who will start paying attention to what your adverts are saying rather than viewing your email as spam. On a few occasions I have seen adverts for companies on Facebook, and then a few days later while scrolling through my emails seen an email from the same company, an email I have been getting weekly for a long time, but never given it much thought and deleted it along with all my other spam. However after seeing an advert on my Facebook timeline I have opened it up and it has now become a company (normally online shopping) that I buy clothes I really don’t need from.

As I am studying event management I also found it interesting when she explained how one off events do well from multimedia advertising. Creating an event on Facebook helps you create momentum before the event. Also hype can be created without you as long as your target audience is part of the event on Facebook, the social excitement from other people combines with the momentum you are creating.

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bradkerr's curator insight, October 18, 2013 9:22 PM

But most importantly, email is often the final step in the sales process. It's one thing to generate interest in your product or service (through your social media), but you need to convert those "fans" into "customers". Email is the tool that will do this.

Beckie Epke's curator insight, March 12, 2014 8:44 PM

This article by Lisa Rodrigeuz explains Media integration really well by highlighting how different audiences respond in different ways. It’s important to be able to identify who your audience is and what type of media they are most likely to be using. Many companies use email to connect with their audience, I often get emails from different companies, but am unlikely to read them. However if you are advertising in another place, this will increase your presence and increase the number of people who will start paying attention to what your adverts are saying rather than viewing your email as spam. On a few occasions I have seen adverts for companies on Facebook, and then a few days later while scrolling through my emails seen an email from the same company, an email I have been getting weekly for a long time, but never given it much thought and deleted it along with all my other spam. However after seeing an advert on my Facebook timeline I have opened it up and it has now become a company (normally online shopping) that I buy clothes I really don’t need from.

As I am studying event management I also found it interesting when she explained how one off events do well from multimedia advertising. Creating an event on Facebook helps you create momentum before the event. Also hype can be created without you as long as your target audience is part of the event on Facebook, the social excitement from other people combines with the momentum you are creating.

Alexandra Gordon's comment, March 18, 2014 6:34 AM
Lisa Rodriguez article explain that two completely different marketing channels can actually coincide and effectively be integrated to capture different target audiences. It cannot be denied that a markets most important job is to drive sales; though as Lisa explains, often getting your audiences attention can be challenging- younger people are constantly checking social media whereas the older generation are mostly looking at e-mails. So why not combine these two and at the same time maximize your brand equity? As Rodriguez points out if a company has double the amount of exposure ie the consumer sees a new product post on twitter and then receives something via e-mail, not only is the chance of the person actually reading it going to increase, there will be a lot more awareness. Furthermore she goes on to say that this wont be deemed as spam because physiologically since it has come from two different medians people view them as completely separate.<br><br> Also another point I found interesting was before launching a product she states that it’s a good idea to create various social interaction hypes from both twitter and Facebook- You can then add those from your e-mail list can for any extra boost. Rodriguez concludes with some powerful words “ follow up with their preferred medium”. As marketers that is our job to discover where do our customers want to see our advertising and WHAT exactly is going to give us most brand equity!<br>