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Winning Social Media Strategies For Public Relations - Forbes

Winning Social Media Strategies For Public Relations - Forbes | integrated marketing communications | Scoop.it
Forbes Winning Social Media Strategies For Public Relations Forbes To discover these useful tools and more importantly, how to utilize them, I interviewed experts around the world and searched the web to find Six Winning Social Media Strategies for...
Ellice Giles's insight:

The following is a very up to the minute article containing guidelines on 'what not to do's' and 'what to do's' in the digital marketing world. It's clear that digital marketing is happening now, not tomorrow, and it's imperative for a lot of companies to succeed, that they embrace this form of marketing. The article touches on; 

 

-Not diving in head first- Basically this means not hastily putting all your eggs in one basket. First, thorough research into who your target market actually is must be undertaken. From there a balanced marketing mix can which includes some form of digital marketing (or a lot of) can be developed. 

 

-Information overload- It's important that the 'big picture' regarding the marketing goals at hand can be clearly envisioned. It's no use collecting multitudes of data with no real use for it all. If the right data for the job is selected and collected then it can be used in a constructive and useful way with more impact than if heaps more data was measured. 

 

Getting caught up in content- It's not a good idea to become too focused on content marketing. Yes it is extremely effective when done right but to get the ideal end result, a lot of resources, time and money is spent. It's not something that's whipped up over night by a couple of marketing amateurs. 

 

Neglecting mobile customers- Mobile marketing hasn't yet been tapped into properly. It's still a relatively new platform and companies are almost scared to give it a good crack. Small steps and this could be an investment worth making!

 

Re targeting- taking this too far can be dangerous. Consumers often find it annoying and it's not as effective as companies often think. To really work it must be used in moderation. 

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Content Marketing & Advertising in a Big Data Point of View - AddThis

Content Marketing & Advertising in a Big Data Point of View - AddThis | integrated marketing communications | Scoop.it
As the world of online marketing and advertising sinks the traditional form of television, print, and radio advertising, there's also been a shift on the web that goes more in line with its “old school” counterparts.
Ellice Giles's insight:

This article explores the fact that there is a shift in the way advertising and marketing is done online and via traditional media - tv, radio and print. 

 

It has been a long time that companies have been trying to get our attention through banner ads on the  various websites that we visit, and they may have worked some time ago but does anyone ever really notice them now? Not really, and when they are noticed they're often considered spam like advertisements. 

 

It is far more effective to not only target your audience through sites that they regularly visit, but to also incorporate your advertising and marketing efforts into the site/make it a part of the content. This is also known as Native Marketing and is a much more efficient way to get your messages across. 

 

They make an interesting point when addressing these issues of many advertisements going unnoticed but the solution to these issues is also valid, current and interesting. 

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Closed-Loop Marketing: What's Next?

Ellice Giles's insight:

This is an excellent summary of CLM (closed-loop marketing) benefits but also of the changes that are necessary in order for the chances of CLM success to increase. 

 

So far CLM has enabled marketers to reduce costs by decreasing the amount of paper priniting and reducing the amount of time it takes to deliver information. However, despite reducing costs and using different medias to deliver information, marketers are still sending out the same messages to the same people.

 

If they're able to to combine the data that they receive with the  technologies  available to them, then they can personalize each message to the individual. This makes for a much more personal experience for the consumer, resulting in a higher chance of marketers getting the response they desire.

 

CLM is clearly the right path to head down in this day in age, but how marketers approach and construct their messages will determine the success of their campaigns. 

 

 

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4 Things You Need to Know About Mobile Marketing in 2014 - AWeber

4 Things You Need to Know About Mobile Marketing in 2014 - AWeber | integrated marketing communications | Scoop.it
Many businesses expect 2014 to be the year of mobile. According to Shop.org and Forrester Research, more than half of retailers they surveyed marked mobile efforts as a top priority. Mobile marketing is new territory for many ...
Ellice Giles's insight:

Mobile marketing is clearly the new avenue for many businesses. It's important that businesses take the time and make the effort to research the best way in which to implement their mobile marketing strategy. As there is a lack of knowledge on how to actually measure the success of these new mobile ventures, businesses could potentially be wasting their money if they do not approach this in the right way. 

 

Altering websites so that they are 100% mobile compatible is great way to enter the mobile marketing world. As stated in the article, most consumers will find the mobile website BEFORE they search for the app. By providing a user friendly site, consumers are more likely to visit the site more (on their mobiles and other technological devices). In turn creating more interest in the brand. 

 

Mobile marketing is definitely a wise path to head down, however it must be done well. 

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The Greatest Misconception in Content Marketing - Whiteboard ...

The Greatest Misconception in Content Marketing - Whiteboard ... | integrated marketing communications | Scoop.it
It's probably pretty clear to everyone that content marketing takes time, but there's a common misconception in just how much time. In today's Whiteboard Friday, Rand warns us of an overly optimistic mindset, and shows us ...
Ellice Giles's insight:

Content marketing is the use of blogs, videos, presentations and other similar mediums to increase brand awareness. 

 

The problem that this article addresses is how so many people (companies, organisations, business etc) expect and assume that the use of content marketing should boost sales immediately. However, when this doesn't occur the clients give up and discontinue the use of the content marketing without giving it a proper chance.  Content marketing really  takes a lot of trial and error and time to finally get people to start  noticing the brand. 

 

Obviously this does not happen overnight which is why many companies become impatient and throw in the towel before they've even really begun. 

 

If organizations using this form of marketing take the time to see content marketing processes through, they will reap the benefits of their brand being more widely recognized. When this happens, only then will their sales increase. 

 

When more people realize how hard content marketing is and how long it takes to get traction in the digital market, then the more who will be able to benefit from its effects. 

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The Future Of Advertising: Lean, Nimble, Agile - Forbes

The Future Of Advertising: Lean, Nimble, Agile - Forbes | integrated marketing communications | Scoop.it
Forbes
The Future Of Advertising: Lean, Nimble, Agile
Forbes
I have been thinking a lot about scale in the advertising business since the record-breaking merger of Publicis and Omnicom, which was announced last July.
Ellice Giles's insight:

This article basically highlights the lack of need for massive advertising corporations and their hundreds of branches around the globe. 

 

Companies are finding that it is much harder for these agencies to keep up with the play and adapt to the ever changing advertising environment. Customers don't want slow, outdated,sluggish advertising agencies running their campaigns. Having a big name and hundreds of staff no longer matters. Customers want quick, up to the minute, adaptable and as they said 'agile' companies giving their product the edge it deserves. 

 

They used instagram as an example. 200 million users yet only 45 employees. It's the perfect example of where the advertising and marketing world is heading. It's efficient, fast thinking and relevant. It doesn't take long for these smaller (yet successful) companies to inform their whole team of changes, or to change guidelines surrounding their strategies. It's want customers want, and it's cheaper, more efficient and more successful. Less people going after more money. 

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Top 7 Reasons Your Content Goes Viral - Forbes

Top 7 Reasons Your Content Goes Viral - Forbes | integrated marketing communications | Scoop.it
Forbes Top 7 Reasons Your Content Goes Viral Forbes The bottom line is this: the creation, placement, distribution and delivery of content is a responsibility – and those who do it right are the ones that create highly visible campaigns that...
Ellice Giles's insight:

Forbes make some excellent points on how to go about implementing a content marketing strategy successfully. 

 

I found the point about making your content support or compliment current news trends extremely eye opening. If companies can ride on the coat tails of unintentional news themes then they basically have a free ticket to marketing success if done the right way, at the right time and in the right place. 

 

This is definitely worth reading if you're wanting to make an impact on your target audience. 

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how integrated marketing communication puts a brand ahead

how integrated marketing communication puts a brand ahead | integrated marketing communications | Scoop.it
INTEGRATED MARKETING COMMUNICATION ENHANCES CUSTOMER EXPERIENCE WITH A BRAND. IT MAXIMIZES BRAND VALUE. How? It connects and strengthens customer online experience with place-based ...
Ellice Giles's insight:

Integrated Marketing Communications (IMC) is basically a planning process that has a great focus on research, audience, communication and results. The overall aim of utilizing IMC is to  give brands clarity and consistency in order to gain long-term  brand equity and obviously, profit. 

 

This article highlights HOW IMC actually contributes to the success of companies. 

 

-Connecting and strengthening customers online experience through place-based experience - By being able to connect with customers 24/7 online (via website, social media site etc) it's convenient and easy for customers to interact with what the company has on offer. 

 

-Multi-directional Communication - E-mail, facebook messages, likes and shares, instagram likes and twitter re-tweets are all ways that customers can respond to content/information that brands put out on display. Its free and easy to set up and navigate. Customers can interact with brands from the comfort of their own home which gives brands something to work with, as well as getting their name out there. 

 

-Convenience and Accessibility- People are often much bolder, more honest and more comfortable when communicating via the internet/keyboard. With this in mind, plus the convenience of brand interaction through these different mediums, it is a serious asset to companies to be able to gain honest opinions and genuine feedback from customers at the click of a button - which is exactly what IMC does. 


-Ahead of the Competition-   Brands who are out in the world of social media (and various other forms of communication such as e-mail),  are ahead of brands who aren't. By being innovative and up to the play with whats current and what is up and coming, brands are able to get one step ahead of competition. 


It is extremely beneficial for brands to invest in IMC. 

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