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....
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.
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.
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.
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.
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.
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.
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.
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?
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.
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.
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.
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?...
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.
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.