This is an insight into Renee Cook's article on Four Examples of Integrated Marketing Campaigns. I found this article to be very beneficial as it compared very different markets (food, clothing and dinning) and showed there use of integration marketing both online and off line. These brands would use all types media (cinema, newspaper, magazine, PR and social media) to engage with consumers. The brands all shared the idea of spreading one simple message across all these types of media which was directed at their target market. Consumers were able to identify advertisement in the public and then engage with it online via social media. Can you think of any brand within New Zealand who have used integrated marketing recently?
There are 7 reasons why your company should be using direct marketing to reach your audience and generate leads and you’ll find them in this article! (Learn about the benefits of direct marketing from this recent blog post on Consumer Engagement Now.
This is an insight into Hunter Bickford's article on the 7 Benefits of Direct Marketing. Mr Bickford reminds the reader of the many types of direct marketing, they may be via social media, emails, phone operated or even physical mail. He suggests that direct marketing is extremely beneficial to any company or organisation involved in highly competitive or digitalised environments. The author then goes into the beneficial aspects of direct marketing to insure the reader of potential success. Firstly you're able to communicate promotions and offers to customers of interest, experiment with new markets, direct marketing is cost effect compared to that of other types of marketing, there is potential to build personal contacts and connections, target specific consumer groups, allows direct feedback and finally the results are more quantifiable assisting in the planning of future campaigns. At time direct marketing can be overlooked for its potential as it is a basic technique but is important to remember the benefits of a traditional type of marketing. Are you able to think of any types of companies that are using direct marketing effectively?
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.
This is an insight on Karen Johnson's article, Developing Effective Marketing Communication Mix. I felt this article was very insightful on creating a marketing mix that was integrated with specific elements. Johnson raises five key steps in the development. The first two are a real focus on integration which are to identify your target audience and create key message points. Step there 'identify your apertures' or opportunities i found this step valuable as not many companies will make the most of the opportunities they can take. Step four and five also require a strong understanding of the importance of integration, 'write your plan' and 'identifying your tactics'. These steps need to all link in together to create a marketing mix that is direct and precise for ultimate success. Do you feel any other steps or considerations should be added?
A great article and analysis on ‘Power yet often overlooked: emotional response’ written by Paramita Mohamad. This article really builds on the importance of incorporating emotional response and aspects to a company’s marketing campaign or advertising. Paramita Mohamad starts the article of by identifying a flawed issue in the traditional/ classic model of advertising – attitude – behaviour as he states today’s there is little evidence that states advertising will change ones attitude. From then on Mr Mohamad introduces a new up to date advertising – salience – behaviour and mentions how salience is effected through emotion and how emotion not only demands more attention from a consumer but also creates brand association. He then states the common question of ‘what do we want the audience to remember’ need to be evolved to ‘what do we want the audience to feel’ as this truly creates brand recognition. If we can create a clear idea or objectives to a change in behaviour and link that behavioural change to emotion success is close as emotions will defiantly drive behaviour. What are your thoughts? Are you able to identify brands that have used emotion successfully like Coke have to Happiness?
The informative article ‘How to build a strong brand’ is written by Author Spyros Thalassinons it’s a well organised article which focuses on the importance of brand and how a strong image is created. Thalassinons has done this within three stages relating his ideas to both large and small business.
The first phase of Thalassions article is Brand Identity. Brand Identity is all about how you visually want to be seen by your customer base this includes having all your logo design, website and print collaterals like your business cards, stationary, magazine advertisements and promotional material so they all coincide with each other speaking with a strong an unified voice. This will boost brand recognition and the strengthening of customer loyalty. Furthermore forming differences between your competitors. Coming in Secondly the Author focuses on brand strategy which can be related to your Identity by having all your forms of promotional, advertising and ideas working together to reach one unified goal. Finally Thalassions phase of branding and the implementation of branding identifies the importance of both online and offline promotions that support your image (a healthy, approachable, friendly and customer orientated company). Including statistical information on promotion in this article is beneficial to the reader as it points out the importance of not over whelming a consumer with promotion but rather using 20/80 (20% company promotion 80% beneficial information to the consume).
Other ideas to include could be the possible branding of people as ambassadors of the brand insuring they are also fit into the unified image.
Brands that don't understand online behavior engage with consumers at the worst times. Here's when customers are ready to shop and how to best connect with them.
Brands live and die by their ability to understand and target consumer behaviors. When digital marketing strategies align with consumer online shopping behaviors, it's a major accomplishment for brands eager to capture their share of the digital marketplace.
The catch is that marketers often base digital spend on assumptions and perceived consumer behavior rather than the actual ways consumers interact with brands online. As a result, investments designed to improve consumer engagement -- email promotions, social media interactions, mobile spend -- frequently miss the mark, compromising the brand's ability to connect with the right consumers at the right times.
The misalignment of brands and consumers is even more relevant during the holiday shopping season. For instance, a recent study showed that half of consumers are influenced by social media when making online purchases, but only 8 percent of Facebook campaigns and 4 percent of Twitter campaigns focus on money-saving promotions. Unless big brands effectively calibrate their marketing strategies to align with actual consumer behaviors, it's unlikely that they will be able to achieve holiday sales targets -- not to mention sales goals for the rest of the year.
Continue Reading ....
Orlando Werffeli's insight:
This is an insight into Michael Fisher's article on 4 Simple Steps to Improve Consumer Engagement. Mr Fisher reminds us that brands live and die on the ability to understand and target consumer behaviours. Firstly the author reiterates the importance of understanding shifting consumer behaviour he relates this theory to the growing trend of online shopping and using statistical information to back up his ideas. He suggests that retail brands to identify key shopping times and focus their direct communication at appropriate periods as consumer are becoming more likely to shop online, retailers should direct their marketing communications at appropriate times rather than sending their emails in the morning when consumers are less likely to shop. Michael Fisher gives the reader four tips to increase consumer engagement there are to plan early, before key shopping periods start. Segment your audience, consider timing and leverage mobiles as they are becoming a key tool to online shopping. Besides retailers what other types of brands can use these effective tools to increase consumer engagement.
There are just two days left to get your entries in for our new digital marketing and ecommerce awards, #TheDigitals, so to give some last minute inspiration I've rounded up six examples of effective multichannel marketing campaigns.
This is an insight into David Moth's six examples of succesfull multichannel marketing. This article was diffrent to the previous as it gave many real life examples with indepth explanation into the success of their campiagns, there were obvious connections that affected the succes they were the prime use of social media to effectivley involve consumers these companies also used other formes of media to create a direct connection with consumers but also an experiance. Are there any other aspects of successful marketing? If so, can you think of any other companies with successful marketing campaigns?
By taking the time to invest in a strategic planning process, you're saying, “I am ready to take this business to the next stage of success.” Get started!
Orlando Werffeli's insight:
This is a great article Written by Clate Mask, a well established business man with plenty of experience. Mr Mask’s focus in this article is on the success of a business which includes ‘Planning, Objectives, Budgets and measuring successes. His article was really valuable to me as I one day hope to be working for myself and building a company that has strong growth. Masks starts the article off by enforcing the importance of articulating your vision as a company, what is the purpose of my business? What are our goals? This is incredibly important and links in with integration of a company so we are all headed for the same goal with the same idea. However in slight controversy I also feel it is important to allow a company to grow in an organic sense as long as it is measured, because you may come across a market that has great value. Clate Mask then goes into the importance of a focused strategy to insure the strongest success like the power behind light in a magnifying glass. It is then important to link short term and long term plans together. This is done with a SMART analysis with the Strategy Planning Method. Finally the author goes into establishing a rhythm of success; this can be done quarterly by measuring ones success and evaluating on it using SWOT analysis. What are your opinions? Is there any other ways we can measure a company’s success?
Social media marketers need to harness media convergence and integrate direct and advertising to maximize the impact of their various communications, on and offline.
Convergence has been brought about by the widespread adoption of mobile and social media. The combination has empowered customers to access the Internet anywhere and discuss it.
The resulting anytime anywhere access to the Internet breaks the isolation of any one type of media form, including radio ads in the car and newspapers in a local subway.
Convergence creates a need to integrate, the process in which all communications from a company or organization — regardless of form — work together to present a unified brand experience for a customer. Integration yields more leads, creating better ROI for marketers. It includes cross promotion of ideas, themes, and calls to action, including participation in social media.
A recent CMO Council study showed that only 9% of respondents believe their interactive marketing efforts are highly evolved and integrated. This online integration issue doesn’t even consider integrating marketers’ efforts in the traditional advertising, public relations and direct marketing disciplines.
Gini Dietrich and I address why and how marketers must integrate in our recent book Marketing in the Round.
These four reasons show why business owners and lead marketers should address marketing integration today.
Orlando Werffeli's insight:
This article by Geoff Livingston raises many valid points that involve the importance of integration between departments to insure the survival and profit of marketing. Livingston goes into the discussion of the word ‘convergence’ which he believes why integration is becoming more and more important. As the world is evolving in a technological state consumers have gone to mobile and social media, this breaks the isolation of one type of media. There are four reasons why integration is becoming so important and the first is the amount of advertising a consumer is experiencing in one day. It is estimated at about 3000 ads. This is an overloading amount and the only way a consumer will begin to recognise your brand is if there is a consistent message. The second is about how a customer finds you. They hear about you via social but find you via search and this is usually through a search engine such as good to insure that they find you there needs to be a link between the two. Livingston also mentions that social discussion is still usually started through traditional media and it is important that your social content reinforce your traditional advertising. Finally 52% of advertising expenditure goes into online click by click advertising we have to remember that direct marketing at times can be the most effective. Concluding, we need to really understand how fast the world is changing and realise the importance of an integrated business with a unified message otherwise our message will be one of the 2995 pieces of advertising that go over our head in a day. Are there any other ways that integration internally can benefit a company? Do we need to be aware of more change in the future?
Why social media engagement is a defining element of the 21st century, and the success of your business relies on your participation. Social media engagement is not just for the tech savvy consumer.
Social media engagement has been adopted by the world’s most powerful politicians; it has been integrated into the lives of teenagers, revolutionary leaders and grandmas. It is embraced by Prime Minister Netanyahu, Snooki and the Dalai Lama.
Here are 3 reasons why social media engagement is defining element of the 21st century – and why it is critical for your success in business.
Orlando Werffeli's insight:
Firstly IMC or Integrated Marketing Communications is the development of the ability to weave marketing disciplines (social media, PR, promotions, advertising) together in an effective and efficient way that is digestible to a targeted consumer. This majorly strengthens a marketing campaign; further more being able to use these marketing disciplines together produces synergy having a greater impact together then individually.
Relating the article topic (consumer engagement via social media) to the above is only a small part of IMC but very important. Consumer engagement is a major factor to any marketing campaign and as the world is in constant change with the increase in social media and technology it is important for any business.
When it comes to Consumer Engagement you need to insure the right consumer is being target, today social media is used by a range of audience "teenagers, revolutionary leaders and grandmas". Social Media is known for establishing trust with a target audience this builds and gains brand equity for a company. The articles also states that B2B customers are also on the lookout for social media for areas like innovation, knowledge, solutions and services available on the web. Using synergy you are able to link a constant message through social media and other marketing strategies easily. All strong reasons to engage consumers through social media and adapt to change in the market environment. Influencing profitability through engagement.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.