Integrated Marketing Communications
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Hannah Joy Gaisford's insight:

Amazing podcast interview with Mark Burgess about Integrated Marketing Communications.

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Rescooped by Hannah Joy Gaisford from Communicating with consumers: the importance of emotional responses - IMC milestone 1
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Branding Strategy Insider | Brand Messaging For A Strong Emotional Response

Branding Strategy Insider | Brand Messaging For A Strong Emotional Response | Integrated Marketing Communications | Scoop.it

http://www.brandingstrategyinsider.com/2010/07/brand-messaging-for-a-strong-emotional-response.html#.UgxdgtfF19l

Recent breakthroughs in neuro-science confirm what we marketers know in our guts, but sometimes forget in the day-to-day rush of preparing the next ad campaign launch. Namely, everybody feels (emotions) before they think (rational decision), and without generating the appropriate emotional response, no ad campaign can succeed.


Via Mele Tauveli
Hannah Joy Gaisford's insight:

I like how the author states in this article that sometimes marketers can forget fundamental basics when they are pre-occupied with organising and making ad campaigns. Of course consumer emotions would be fundamental!
The article informed me of something that I guess at my core I already understood but put it into better words I guess. “everybody feels (emotion) before they think ( rational action and decision making). For example, is it rational to feel connected to an insurance company and want to buy their insurance just because their advertisement rendered an emotional response within you?
I definitely agree with the concept that sight and sound are way overused and that a company should try and utilise and integrate their marketing by getting in touch with all 5 (arguably six) of the consumers senses.
Keeping the message simple is purely just fundamental and necessary! I think as well as our younger generations come through we are finding more and more that consumers attention needs to be grasped quickly and held onto. Consumers can lose interest very very quickly.
Keeping it close to home is really important consumers need to be able to relate to an ad in order to garner a positive emotional response. I definitely agree that the acting in any piece of advertising needs to be one hundred percent genuine. Fake smiles and laughs are a real turn off for the potential consumer.
It is fundamental to make an ad memorable it needs to have that short, simple to the point element that also has that element of surprise that makes it stays in a consumers mind.
I agree strongly with the authors comment not to lead with price. I personally find it really off putting when and ad leads with the price of the product or even mentions the price of the product within the ad. It feels more personal when the price isn’t mentioned and they kind of entice you and say….do you want this?
One of the most interesting things I got out of this article was the advice to mirror the consumers values. Of course that would be important. Making sure that you are targeting your consumers based on your organizations vision statement is oh so important. Otherwise you can’t build brand loyalty and following. Consumers need to feel they believe in the brands values and ethics.
Over all a very poignant and interesting article

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Elizabeth Anne Dale's comment, August 20, 2013 9:55 PM
I enjoyed your insights on this Hannah, and this article is really good for just reinforcing, and explaining in a nice simple way things that everyone, and every marketer does know on some level. But, like it says, people can forget these basics when they're busy creating a marketing campaign. I did especially like the reminder that there are more than just 2 senses (sight and sound) and that the other senses are under used, but could be very effective in engaging consumers and getting emotional responses from them.
Sian Arthur's comment, August 21, 2013 6:23 AM
Your comments are very insightful Hannah, I was amazed to hear that some marketers forget basic essentials when making ad campaigns. And I completely agree about the senses not being used to their fullest potential.
Rescooped by Hannah Joy Gaisford from IMC Milestone 1
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Brand Management Guides: 5 Elements of Managing your Brand

Brand Management Drivers: Developing and managing sustainable brands requires a disciplined system of delivering exceptional and relevant experiences for the customers and stakeholders through effective connections and ongoing engagement as well as...

Via Yuhang Wei
Hannah Joy Gaisford's insight:

I like how this article explains that brand management is used to create an ongoing relationship with the customer. When I think about brands that I know well and have come to enjoy I think of the brands that I have liked and known for a long time. Disney is the company that I am going to discuss and use in my assignment. I believe they are the masters when it comes to creating ongoing relationships with their customers. I definitely think that branding is all about experience because when I think positively about Disney I think about the experiences that I have had with Disney.  I definitely agree that consumers will feel more involved with a brand that they like if they can feel connected in some way to the brand through communication. Branding is so much more powerful now with the advent of social networking as consumers can now interact with their favourite brands on a daily basis. My favourite point made in this article was the importance of listening.  How will a consumer continue to like a brand throughout their life if they feel like the brand is not listening to their wants and needs and adapting and changing to suit these new wants and needs? Continuous engagement will definitely build loyalty and advocates as the article says. I agree that successful branding is done by creating advocates outside the brand. These are the opinion leaders who may not work with the company but spread the good word about the brand by being happy customers, these people In my opinion can be more effective than the internal brand managers themselves. Some of the most powerful brand and company advocacy is done through word of mouth. People are more receptive if they hear people who actually use the products think they are good. Not just the people who make them. I think the last point of the article about promise relates to the theory of espoused and enacted values. If you say your brand means something then you have to practice what you preach. Keep the brand image consistent J

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Hao Zhou's comment, August 22, 2013 4:28 PM
Good Thinking
Logan Harris's comment, August 22, 2013 6:57 PM
This is a pretty clear primer on the basic steps of successful brand management. I would agree with you Shino that experience is key here - while all other stages support relationships with those consumers who have had a good experience with the brand, the other stages may fall flat when communicating with those who have had poor experiences. That said, each of the other stages can come before experience in the consumer cycle - promises are made, brand ambassadors promote, and certain communications can engage and connect with consumers who have not yet used the product. I feel it takes a lot of research on a companies part to identify at which stage their target consumer is and create communications objectives to that stage accordingly.
Shichi Zhong's curator insight, May 14, 2014 12:27 AM

Short article but very helpful. 5 elements include: experience; connection; engagement; advocates; promise. The first one is experience which is the most important element in brand management. "you should think through the process of creating an ongoing customer and stakeholder experience", as a brand manager you should keep thinking about how the experience could influence the consumers/shareholders then can easily change the branding strategy for better experience of consumers. Other 4 elements are pretty much based on how the experience is set up.

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Week 5 Program planning, objectives, budgets, measuring success - Is Your Marketing Strategy Working? How to Effectively Measure Your Progress

Week 5 Program planning, objectives, budgets, measuring success - Is Your Marketing Strategy Working? How to Effectively Measure Your Progress | Integrated Marketing Communications | Scoop.it
Image source: la.eater.com Whether you are a large chain of restaurants or a mom and pop neighborhood eatery, your marketing strategy is vital to t
Hannah Joy Gaisford's insight:

Marketing strategy is really important no matter what the size of the business. Without a marketing strategy a company simply will not survive. This article gave me some insights on how one can measure whether their marketing strategies are actually effective and successful.

The article points out that it can be difficult knowing how much to spend on marketing and what the return on investment will be from marketing strategies that are implemented.

It is also unjustified to say that one new flood of revenue would have only resulted due to one particular marketing effort. There are, of course, other variables as well that affect a business’s performance and revenue.

Measuring marketing efforts takes a disciplined process. The first step in the process is to set clear goals and objectives and make sure everyone’s perception of what these goals and objectives are matches up.  Also making sure that goals and objectives is paramount!

The second step is to consider what success means for your particular company everyone has their own different interpretation of what success is. Label what it is that your company is actually measuring. For example in the case of a retail store is it how much foot traffic the stores has? Or is it the number of sales? 

Once these goals have been set a program to achieve these goals needs to be designed. It has to be simple, different and focused.

It is most important that the program is trackable so that you can measure responses to different efforts. Of course the measures will never be completely exact.

Marketing plans take time, commitment and trial and error to develop.

I actually think that developing a marketing success measuring process would actually be really interesting. I like the whole concept of seeing how to make it work through trial and error and coming up with different ways to measure the success of marketing efforts.

 

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Sheenal Prakash's comment, August 22, 2013 8:14 AM
I agree with Vicky Hu's comment that setting company goals an objectives is likely the most important of steps because it defines the company itself and what they stand for. It defines the organizing Idea behind the company and it will set out the foundations for every product the company comes up with regarding design and the productions process as well as the marketing that the company will do for the product and for the brand itself.
Enele Westerlund's comment, August 22, 2013 7:44 PM
I like your insight of how profit isn't a goal, but rather simply a result. Increasing awareness of a brand in a measurable manner is definitely an important aspect of marketing. Most businesses throw out the idea of measuring the market and tend to only push out information that does not engage consumers. Your articles take on a call-to-action hits home with the idea that you need to motivate your consumers to want to do something in turn, rather than read and move on.
Candace Pritchard's comment, August 22, 2013 11:56 PM
This article gives an insight to setting goals and mesuring the success of the goal. As Rueben has said - it is important for your goals to be realistic as well as relate to your brand image. The article states that when setting goals you need to set a clear goal and objective, keep it simple, be different,focused and track your results. This is agreat way to keep the motivation in the goal.
Rescooped by Hannah Joy Gaisford from Understanding integration AUT marketing
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2013: The Year of Marketing Integration

2013: The Year of Marketing Integration | Integrated Marketing Communications | Scoop.it
It’s not too late to get your marketing ducks in a row and leverage new and old channels to generate demand for your company. Here are five trend predictions in the world of B2B marketing for 2013 and where to focus your attention.

Via Bùi Nghĩa Dũng
Hannah Joy Gaisford's insight:

I definitely agree that the basic principles and ideas when it comes to marketing haven’t changed.

I like how they word it in the article that although these ideas haven’t changed there are always new channels ways and platforms developing to help marketers achieve the same goals in a different way. I definitely agree that if marketers are not using social media then they are not doing their job properly. It is known now that consumers come to expect that the companies they are interacting with and buying from will have a social media platform of some kind. I definitely agree that the power from marketing on social media does not come solely from being on there. There is more involvement needed then that. Marketers social media efforts need to be constantly evaluated and managed to see what is effective and generating money and what is not. I definitely agree that not all leads are good leads now when it comes to sales because with social marketing it doesn’t take as much effort for consumers to show an interest in a company. All they have to do really is click like.  This doesn’t neccesarily mean that this “lead” will be a big consumer to the company. Some of these people who are liking company facebook pages may never use that companies product or service.

I found the Big-Data section of the article really interesting and would love to investigate and learn more. The only thing I didn’t like about this article is that it didn’t really talk enough about integration

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Ksenia's comment, August 17, 2013 11:49 PM
Good read! Enjoyed reading about the changes in marketing within the years. The power of social media is increasing and yes companies are not marketing properly if they are not engaging with it! I agree with you Hannah, that just because some one has clicked 'like' online does not mean that is the leading brand. But it does create brand awareness which could lead to successful for the brand in the future:)
Analay Malamala's comment, August 20, 2013 8:47 AM
Good insights Hannah, just adding to what you said, I do have to agree with you and the article when said that for marketers who are not using social media they are not doing their job properly, I agree with this because I think that it is true, marketers in today's society and today's ever changing world need to adapt and go in the direction that other marketers are taking. Although like you mentioned "power from marketing on social media does not come solely from being on there" but I think that being on social media sites will have a better reach then any other traditional media platform as times have changed and people are simply adapting, that's my own opinion of that and I do agree, this article didn't cover much of integration but it made some valuable points that relate to other topics like consumer engagement rather than integration, however, still a good read. good insights too!
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Five keys to creating measurable mobile consumer engagement ...

Five keys to creating measurable mobile consumer engagement ... | Integrated Marketing Communications | Scoop.it
In today's mobile-centric world, different demographic and psychographic consumer groups will display varying expectations and demand for mobile interactions with your brand. This makes it critical to understand and ...
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Ksenia's comment, August 17, 2013 11:25 PM
Great choice of article Hannah Joy, tis has been a very intestesting read :) I think this article has some great points for marketers when targeting consumers via mobile. In this day and age people are more technology savvy, mobile phones are some what of an extended identity for some. By communicating via mobile consumer engagement is instant, most people have their phones on them where ever they go - in the article it stated 95% of mobile holders receive their txt message with 5 minutes of it being sent which is a large percentage when communicating. marketers need to be aware of when and what time to be sending messages to consumers.I think txting consumers is a successful way to engage them with deals happending etc, speaking for myself when i receive flight centre's txt messages I am genuinely interested in what specials are happening, which has engaged me, but they must be careful in how often messages are sent as they could annoy the consumer - having an negative impact on the brand image. Also according to the article it may not be a good idea for some businesses to create mobile 'apps' as they may not come to use with particular target market or even the product/ service may not need it.
Elizabeth Anne Dale's comment, August 20, 2013 9:47 PM
This article had some really good points Hannah. I really think the 4th key, "integrate to automate right time decisions" is a really good way to integrate and use mobiles for marketing. Recieving texts with all sorts of specials and promotins that you aren't even interested in can be very annoying, however I for one would really appreciate a text reminding me to refill a prescription, or to renew my dog registration, or insurance or whatever it is. Something that I need to do anyway, but that I might forget about, or might be thinking of changing, that text would be a really good way to get me to do it asap, or to make the decision desired by the company.
Sian Arthur's comment, August 21, 2013 6:35 AM
Good article choice Hannah, mobiles are a great way to gain consumer engagement. And understanding the different demographic and psychographic consumer groups are essential