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The Trader Joe's Lesson: How to Pay a Living Wage and Still Make Money in Retail

The Trader Joe's Lesson: How to Pay a Living Wage and Still Make Money in Retail | Integrated Marketing Communications by Reuben | Scoop.it
Companies that invest in higher salaries for low-level employees find success in a competitive market

Via Marylene Delbourg-Delphis
Reuben Bisley's insight:

This article displays that cutting labour costs isn't always the optimal choice in succeeding in this recesion. Joe's displays it's local focus, as seen on by it's "Your Neighborhood grocery store" slogan, through it's investing in it's local emplyees. This is a good display of Intergrateing your marketing throgh all your avaliable touch points, in this case the point of sales service.

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Richard Ott's comment, April 9, 2013 3:19 PM
This is an interesting take on another side of IMC. As Reuben mentioned integrating communications through all 'touchpoints' is crucial, as is ensuring the consistancy of any messages are first defined internally withing the organisation and the employees. Right from vision and strategy to goals and tactics. Politically many companies are trying to find that balance in pay gfaps and raising worker incomes. This is due to rising support for 'living wages'. However will consumers still vote for this initiative when aspects of shopping consumption such a sales promotions are the trade off? It will be interesting to follow this trend and see where the strategy leads?
Lisa Pulotu's comment, May 2, 2013 10:32 PM
This article reflects the power of IMC not only between organisation and consumer but IMC within an organisation itself and how this can affect their efficient with consumers. By valuing low-level employees as assets this gave these employees value which reflected in their productivity. This is important to take note as these low-level employees were the touch point between the organisation and the consumers. It is an excellent example of IMC working within an organisation.
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Rescooped by Reuben Bisley from Integrated Brand Communications
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7 Rules of Integrated Marketing Communications

7 Rules of Integrated Marketing Communications | Integrated Marketing Communications by Reuben | Scoop.it
Integrated Marketing Communications is a Marketing Technique that makes sure that all of your sales, marketing and prootional approaches and communications have been carefully linked with one another to execute your overall marketing strategy....

Via Russ Merz, Ph.D.
Reuben Bisley's insight:

I found this to be a good summary of the concept of IMC and what it really stands for. As far as simple guidelines go I would say it would be hard to find a more concise adherence to the general idea of IMC than this article puts forward.

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Amy Davidson's comment, August 22, 2013 3:21 AM
The article covers important 7 rules of successful integrated marketing communications and with insight into public relations which is an important internal and external communication within businesses. I agree with Reuben that marketers need to use IMC to succeed in society.
Tiffany Tang's comment, August 22, 2013 7:17 AM
This is an useful article. This article talk about how the 7 golden rules applied with Integrated marketing. While this two thing co-operate with each other will help the business to success. I agree with Didia that communication is very important in a business. Through communication we can understand our needs and expectation from our consumers. If apply those rule into the business then the business will stand out in the competitive market.
Candace Pritchard's comment, August 22, 2013 8:51 PM
This article explains why IMC is important in business and gives 7 rules for business when using IMC. Rueben has given great insights tio what he has understood in the article. I agree with Rueben when he has stated that using IMC helps toi engage with consumers better compared to using marketing stratrgues individually.
Rescooped by Reuben Bisley from Communication Mix, IMC programme planning and Direct marketing
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How to Integrate Social Media Into Your Marketing

How to Integrate Social Media Into Your Marketing | Integrated Marketing Communications by Reuben | Scoop.it
Social media is not a solo act. It's best as part of a jazz combo.
Instead of thinking of social media as a freestanding tactic, first consider how you can add social media components to your existing marketing initiatives.

Via Gracey Monteith, Zhaowei Lu
Reuben Bisley's insight:

Really interesting read about how you can intergrat your social media into your existing marketing ativities. In the article it describes three steps to achieve social media intergrationg 1. Devise an appropriate, tactically-agnostic social media strategy. 2. Audit your current marketing, and add social media ingredients. 3. Where necessary, add new social media programs.


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Calvin Romeo's curator insight, September 24, 2013 2:51 PM

I think this article by this author is quite useful when it comes to planning integrated marketing strategies to a particular brand and/or a particular product. One off the keys in having effective plans is the power of ideas and integration across most medias, is to firstly developing a robust media plan. Initially we would start with analyzing the market, then establish effective media objectives based on that analysis. Develop media strategies and once the decision has been made to implement those media strategies. Finally it is to contentiously evaluate performance to illustrate effectiveness and efficiency to determine weather or not further changes need to be made.

Kier Segui's comment, September 25, 2013 10:03 PM
Hey Calvin, I agree with your point of developing a robust media plan. In my opinion this is the most important step when integrating across all forms of media. The plan will enable you to decide which forms of media are the most effective and suitable for your plan. The article you chose also about integrating social media into marketing is very appropriate for our time. Social media is a powerful marketing tool which provides a wide consumer base and reach and therefore effectively utilizing its potential can be very beneficial for marketing a companies products/services.
MARTIN LEE's comment, September 25, 2013 10:40 PM
You both bring up good points in your insight. It seems that everything in marketing is pointing to social media now. Some great tips in here but most things seem pretty frequent in today's world. Elms (2007) stated that the concept of engagement is evident in advertising media literature. Brands need strategies to cut through the clutter. There is so much clutter online. There are a number of channels available to consumers and brands, of course led by mobile phones. Author understands social media platform well.
Rescooped by Reuben Bisley from Integrated Marketing Communications | IMC
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Beyond Marketing: The Organizational Impact of a Social Signal [INFOGRAPHIC] | Social Media Today

Beyond Marketing: The Organizational Impact of a Social Signal [INFOGRAPHIC] | Social Media Today | Integrated Marketing Communications by Reuben | Scoop.it
A meaningful social signal can deliver a whole lot more than just marketing exposure. Integrating social media into multiple functions of your organization can benefit operations and yield a distinct competitive advantage.

Via IMCyclopedia.com
Reuben Bisley's insight:

The touch point of social media is of growingly importance by many companies attempting to reach their customers on a more personal level. With this growing need to more effectively manage your companies presence on the various social networking mediums. The four steps this info graphic presents as being key to turn social signals into real business opportunities are:
1) Collect the relevant information present from these channels.
2) Interpret these signals in a way that can be prioritized and categorized.
3) Assign the maintaining of this interrelationship and company presence in the social channels to the right people.
4) Conclude: track results of the signals to and from the channel.

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Richard Ott's comment, April 9, 2013 3:10 PM
I found an item on infographics for this milestone too! Its a facinating medium to promote messages through social media, and helps advertisers to get their brand awareness up without it feeling like advertising and getting people to 'share' the content. THis gives the illusion that the advertising is not advertising as it comes from a friend!
Lisa Pulotu's comment, May 2, 2013 9:48 PM
Yes I agree with Richard, through social media it’s the integrating of using both advertising and word of mouth. What a better way to promote a product or organisation through receiving feedback from customers and at the same time having customer sharing these feedbacks with their friends. The article also highlights the importance how social media does not only affect the marketing department but the organisation as a whole. The feedback provided by customers allows the marketing team to pass on this information to other departments within organisation, bringing organisation together to address this feedback.
Rescooped by Reuben Bisley from Entrepreneurship, Innovation
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The Trader Joe's Lesson: How to Pay a Living Wage and Still Make Money in Retail

The Trader Joe's Lesson: How to Pay a Living Wage and Still Make Money in Retail | Integrated Marketing Communications by Reuben | Scoop.it
Companies that invest in higher salaries for low-level employees find success in a competitive market

Via Marylene Delbourg-Delphis
Reuben Bisley's insight:

This article displays that cutting labour costs isn't always the optimal choice in succeeding in this recesion. Joe's displays it's local focus, as seen on by it's "Your Neighborhood grocery store" slogan, through it's investing in it's local emplyees. This is a good display of Intergrateing your marketing throgh all your avaliable touch points, in this case the point of sales service.

more...
Richard Ott's comment, April 9, 2013 3:19 PM
This is an interesting take on another side of IMC. As Reuben mentioned integrating communications through all 'touchpoints' is crucial, as is ensuring the consistancy of any messages are first defined internally withing the organisation and the employees. Right from vision and strategy to goals and tactics. Politically many companies are trying to find that balance in pay gfaps and raising worker incomes. This is due to rising support for 'living wages'. However will consumers still vote for this initiative when aspects of shopping consumption such a sales promotions are the trade off? It will be interesting to follow this trend and see where the strategy leads?
Lisa Pulotu's comment, May 2, 2013 10:32 PM
This article reflects the power of IMC not only between organisation and consumer but IMC within an organisation itself and how this can affect their efficient with consumers. By valuing low-level employees as assets this gave these employees value which reflected in their productivity. This is important to take note as these low-level employees were the touch point between the organisation and the consumers. It is an excellent example of IMC working within an organisation.
Rescooped by Reuben Bisley from Integrated Brand Communications
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Seven reasons content marketing is not right for your brand

Seven reasons content marketing is not right for your brand | Integrated Marketing Communications by Reuben | Scoop.it

A few things have occurred in recent weeks that are clear and tangible indicators the concept of content marketing is well and truly alive in Australian business circles – if not growing in popularity and influence.

 

Firstly, one of the world’s pre-eminent content marketing conference showcases, Content Marketing World (CMW), was held in Sydney. Led by renowned US-based content marketing guru, Joe Pulizzi, CMW played to a packed house and was enthusiastically received. (Salesforce has written an excellent summary on its blog).

 

Secondly, in the lead-up to CMW, Pulizzi’s Content Marketing Institute joined forces with the Association for Data-Driven Marketing & Advertising (ADMA) to produce a report titled: Content Marketing in Australia: 2013 Benchmarks, Budgets, and Trends (access the full report here).

 

A couple of key takeaways from the report:

• Spending on content marketing in Australia is set to increase by 61%, with 12% of respondents saying they will be “significantly increasing” their budget this year.

• 96% of respondents use content marketing. Broken down, this is 98% for business-to-business marketers, and 89% for business-to-consumer (by comparison, this is greater than their B2B counterparts in North America, at 91% and the UK, at 95%).

It’s not surprising the use of content by companies is widespread, with Australian marketers using an average of 12 content marketing tactics, the most popular tools being:

• Articles on company website (88%);

• Social media other than blogs (83%);

• E-newsletters (82%);

• In-person events (74%;

• Case studies (71%);

• Video (69%).

 

However, while there is some definite movement on the content marketing front in Australia, we also need to differentiate between those companies that create content with little in the way of substance or purpose, and those that are producing content not only with strategic intent but also verve and passion (and believe me, you can tell).

 

The latter companies are, as a rule, led by progressive thinkers and doers – early adopters who have realised the power of infusing their social media efforts with compelling content relevant to the needs of their audience.

They are the ones that are building their platform and their brand, attracting new customers and cementing relationships with existing ones. Importantly, they have a head-start on their competitors, and good luck to them.

The issue with trends such as this one – the explosive growth of using content as a marketing strategy – means there will be companies that jump onto the bandwagon because, well, everyone else is doing it. But it’s not a good idea if your corporate heart isn’t fully into the concept.

Just because you can create your own content for distribution online doesn’t mean you should. Here are seven reasons that might be the case with your brand.


Via Russ Merz, Ph.D.
Reuben Bisley's insight:
Involves seven important ideas you should consider before choosing content marketing. It involves the idea of managing your brand. In the end though content marketing is still quite valuable for connecting with customers, right?
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Russ Merz, Ph.D.'s curator insight, March 20, 2013 2:11 PM

Seven self assessment guidelines a brand needs to consider before embarking on a content marketing program.

Richard Ott's comment, March 21, 2013 3:31 PM
I like this description from the article "the power of infusing their social media efforts with compelling content relevant to the needs of their audience." I think this really highlights the definitions we spoke about in week one and keep returning to as a key theme for IMC, the fact that alot of marketing communications are now "consumer driven". The interesting thing i feel is in the future will marketers loose control of their own brands? How do you controll a message once it has been released into the public via social media?

They are the ones that are building their platform and their brand, attracting new customers and cementing relationships with existing ones.
Lisa Pulotu's comment, May 3, 2013 1:20 AM
If implemented correctly it can be quite valuable for connecting with customers. In the article it mentions how content marketing looks at long term results, this strategy fits with the IMC process of building long term brand value. However although they may build their own platform, with social media they will never have full control over the perception viewed by the consumer.
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Is the End Near for Traditional Advertising?

Is the End Near for Traditional Advertising? | Integrated Marketing Communications by Reuben | Scoop.it

The future of advertising may already be written on a Facebook wall

 

The demise of in-your-face marketing and advertising is close at hand, to be replaced by what Facebook’s Paul Adams terms a form of advertising that depends on "many lightweight interactions over time."

 

Adams claims that to really reach today's consumers, companies and brands will need to build relationships with them rather than simply grabbing their attention or utilizing disruptions as an advertising tool. In other words, marketers should be progressive rather than aggressive, adding a fifth "P" -- Participation -- to the traditional marketing mix of Product, Price, Place and Promotion.

Reuben Bisley's insight:

This article discusses the idea of the traditional advertising, a part of the promotional mix, being dead. Which leads to questions like will this same fate come about for other promotional tool, will we be able to stop it, should we stop it and how will we adapt to the changing communicaations enviroment.

 

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Richard Ott's comment, May 9, 2013 9:45 PM
THis is a great article....and i actually endorse the addition of the fifth 'P' of participation. With the growing popularity of social media i think the phrase "progressive rather than aggressive" is a good rule to follow. As we have discussed in class its all about engaging the consumer and providing stimulus to gain attention and build desire to gain audience attention.
Paras Chadha's comment, May 10, 2013 8:30 PM
Nice article Reuben! I liked the fact of using advertising as a tool for building up relationship with the customers rather than simply grabbing their attention. For a long-term perspective it is important for a brand to build a relationship with their customers to maintain stability in a highly competitive environment.
Rescooped by Reuben Bisley from Data Nerd's Corner
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The In-store Impact of Customer Analytics - Direct Marketing News

The In-store Impact of Customer Analytics - Direct Marketing News | Integrated Marketing Communications by Reuben | Scoop.it
Direct Marketing News
The In-store Impact of Customer Analytics
Direct Marketing News
Recently, Levi's' analytics revealed that 501s had become immensely popular in urban communities—which influenced Levi's messaging and stocking decisions.

Via Carla Gentry CSPO
Reuben Bisley's insight:

This article takes a look at how in store analytics can be used to interperate your customers and plays with a strategy for creating the direct marketing communications. Very relevant to business owners and marketers. The article then goes on to talk about the short comings of the analytics program.

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Crystal Ma's comment, May 8, 2013 8:37 PM
Levi Strauss & Co is a example for impact of customer analysis, it said Levi's' analytics revealed that 501s had become immensely popular in urban communities—which influenced Levi's messaging and stocking decisions.When retailers build a digital strategy, they need to think about more than just collecting information on a channel-by-channel basis, Analytics allowed Levi's to tailor its marketing to the right demographic, and its inventory to the right outlets.
Rakesh Kanji's curator insight, May 9, 2013 5:46 PM

This article was great in explaining the importance of data analysis and strategising. A product like levis 501 jeans sells at department stores for $40 and other stores for upward of $500. Consumer behavious must be well researched to choose where the jeans should be positioned in each seperate market it is in

Richard Ott's comment, May 9, 2013 9:49 PM
THis is similar to an article i posted on the importance of getting the right data. All companies need acurate information to aid in targeting the right market segments. Databases are also used to evaluate the success or failure of media campaigns and acurate timely data is crucial to prevent overinvestment of scarce resources (ie time and money) into segments that are unprofitable!
Rescooped by Reuben Bisley from Public Relations & Social Media Insight
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Metrics to Determine Social Media Value to Bottom Line | Social Media Today

Metrics to Determine Social Media Value to Bottom Line | Social Media Today | Integrated Marketing Communications by Reuben | Scoop.it
With so many numbers to track, how do you figure those which are worth tracking for your product or service? The agate “measure what matters” could not be more valid when it comes to social media.

 

...If marketers don't approach social media right, they’re just annoying people. As long as marketers think that tracking social media ROI is an impossible task, they’re going nowhere. But what are the metrics that assure social media success?...


Via Jeff Domansky
Reuben Bisley's insight:

The various anyliticle tools provided here to help measure the effectiveness of various communications in the social media could potentially help in communication objective setting activities. Be they sales orientated or attitude orientated objects it will give a clearer picture of the outcomes from the social media activities.

 

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Jeff Domansky's curator insight, April 5, 2013 7:29 PM

Here's a good post on the metrics that you must measure for marketing and social media success.

Richard Ott's comment, April 9, 2013 3:13 PM
Its really interesting to see how companies can measure the performance. THis is well linked to what we discussed in class last week. Good find Reuben :) I think marketing research has a long way to go before companies can fully be aware of the effectiveness of Social Media.
Lisa Pulotu's comment, May 2, 2013 9:47 PM
That’s very true Richard due the freedom of social media, there is still room for inefficiency if the use of social media is not corrected. Great article Reuben this helps aid the use of social media for marketers as although much of the social media can be used for building brand awareness it can also be harmful if not implemented correctly.
Rescooped by Reuben Bisley from Social Media Over Easy
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Success on Facebook: A How-To for Small Businesses | Social Media Today

Success on Facebook: A How-To for Small Businesses | Social Media Today | Integrated Marketing Communications by Reuben | Scoop.it
Facebook is considered by many to be the ultimate social media tool for businesses, and with good reason. Here's a step-by-step guide to getting your business Facebook-ready.

Via Roundcone
Reuben Bisley's insight:

In terms of communication channels for advertising your business Facebook is one of the cheapest and most easy way of creating an online presence. It is almost necessary for your business to have a Facebook page these days. It has drastically reduced the cost of in-house marketing. Although it's not the only social forum in which brands should try to maintain a presence, it is the biggest currently.

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Paras Chadha's comment, March 21, 2013 6:55 PM
I totally agree with this article. Nowadays social Media has turned into one of the cheapest mode of advertising small businesses. here is an example : https://www.facebook.com/photo.php?v=10151490113554028
Reuben Bisley's comment, March 21, 2013 7:41 PM
Thanks for the example Paras. It is always good to see the theory in action in a real world example.
Lisa Pulotu's comment, May 3, 2013 1:00 AM
Yes Facebook is one of the cheapest methods of in-house marketing, but it also helps the company to maintain greater control over what is being advertised. Organisations will have greater knowledge than outside agencies of their own products. They would also have a deeper understanding of their objectives and how to meet these objectives. Facebook although is an outside source, gives organisations another channel of communication which they are in full control of to reach the consumers.