Direct marketing: the ultimate in consumer engagement: Consumer engagement is not only the connection of the advertiser with the consumer but the consumer also connecting with the advertiser and between each other. Direct marketing has allowed this previously with mail order etc but was limited by costs and a lack of technology. The social and technological environment has changed over the years with engagement with the consumer becoming easier, more cost efficient, quicker from advert conception to implementation and the ability to target consumers more selectively, which has led to the rise once again of direct marketing. Nowadays direct marketing is argued to be the ultimate in consumer engagement.
With the advent of social media, which this article claims makes it easier for consumer sentiment to become viral and more easily communicated between consumers; it is easier for the advertiser to communicate with consumers. This relationship needs to be carefully monitored by the marketers as it provides an avenue for consumers to vent frustrations, which can be seen by other consumers, and also good points and improvements that the organisation can make in their product or service or advertising. The ability of direct marketing to allow the above now makes it the ultimate on consumer engagement over less timely, more costly and less efficient methods.
Written by Krishan Kant and Posted in Articlesbase: Jan 13, 2011 Integrated Marketing Communications is a term used to describe a holistic approach
faisal bin afif's insight:
Creating an effective communication mix: The communication mix, which is one of the four p's in the marketing mix is described as “the process of presenting an integrated set of stimuli to a target with the intent of evoking a desired set of responses within the target market & setting a channel to receive, interpret & act upon messages & identifying new communication opportunities". This definition is similar to that of an Integrated Marketing Strategy (IMC) in that both provide a consistent message that is integrated across a number of advertising mediums, with the communication mix being the creation of the channels and IMC being the consistency of information flowing through those channels.
Communication is not just conveying a message to consumers but also listening to the message received back from consumers, and not only consumers but all stakeholders of the organisation. The goal is to build the organisations brand equity through creative strategy of what to include in the messages and creative tactics in how to convey and receive messages.
This St- Patrick’s day, Guinness Canada is trying to switch consumer drinking habits from enjoying green beer on March 17th to enjoying an “authentically Irish” pint of Guinness. The brand utilized event marketing as six “Irish ambassadors” descended on Toronto’s bars and pubs the week before St-Patrick’s Day to encourage consumers to “Paint the Town Black” and not green. The brand ensured they were talking to consumers on all platforms, in-person at the pubs, online with social media as well as with media appearances and attention-grabbing ads; and played on the value their target audience places on friendships with messages such as “Friends don’t let Friends drink green beer”. While it is still too early to tell whether this campaign was successful, this is an example of how to use an integrated marketing communications approach to redefine consumer habits on a day that aligns perfectly with your brand’s image. Michelle Bonnah, 0599 9589,COMM 335-2, campaign, article, events & experimental marketing, advertising, consumer habits
Understanding Integration: An excellent short article about an integrated marketing effort, multiple advertising channels all with the same simple message "paint the town black" and "friends don't let friends drink green beer". All these messages had a common goal, to try and change peoples habbits from drinking green beer to drinking black beer, or guinness. Consumers were bombarded from different angles to ensure the message got through to the intended audience and stayed in their mind. The brand image of Guinness was consistant throughout the integrated campaign, which appears to have been a succesful exercise of brand management and promotion through a promotional program.
--Contributed by Richa Kapoor "Be everywhere, do everything, and never fail to astonish the customer" Retail in India is at the crossroads. It has emerged as one of the most dynamic and fast paced industries with several players entering the market.
faisal bin afif's insight:
Importance of Emotion: This article is very informative, consumers have moved beyond the realms of only looking at a products benefits and features. Consumers now want to be
excited, entertained, educated, to belong, admired and secure…
Marketers have identified that tapping into a consumers emotions pays dividends as not all transactions are determined by cost to value received, some transactions are controlled by consumers emotions.
A new form of retailing has emerged to take advantage of consumers emotions, which is experiential retailing, that creates an affinity, or feeling, between product and consumer.
The enhanced experience between the consumer and product is then used to sell them the product. The importance of consumers emotional responses is further evidenced by the consumer spending more, staying in the store longer and increasing the amount of traffic in the store.
To tie in with integrated marketing communication, if creating an emotional response when communicating with consumers creates benfits for the business then this should be integrated throughout the businesses entire marketing strategy.
It would be nice to know types of emotional responces and the initiator of these responses.
Promotional Program: This article is very good, it describes what integrated marketing communication is, how to implement it and more importantly the benefits of it.
Integrated marketing communication is simply defined in this article as ensuring "that all forms of communications and messages are carefully linked together". This ensures that they will all work together harmoniously and compliment each other.
IMC refers to the promotional aspect in the marketing mix and its purpose is to maximise the gains from promotions as it is argued that they will work better when integrated rather than in isolation.
Integration can start within the company by linking all data held on individual customers by different departments into one file. This will assist the business to better understand the customer and assist in retaining them, marketing to them and helping them. A interconnected system of customer information held by the business will better allow marketers to decide on the best marketing strategies and to intergrate the marketing materials through various channels for maximum benefits.
The article states that IMC "can create a competitive advantage, boost sales and profits, while saving money, time and stress".
The article even states what barriers are in exinstance to a succesful IMC strategy. I cannot think of anything else I would want to know about this topic except what are the best methods to inegrate different marketing channels.
Whether in print, online or at tradeshows, a company’s marketing strategy needs to cohesively reflect its values and missions to ensure that the right message is communicated across all mediums.
faisal bin afif's insight:
The power of ideas; integration across all media: Social media, what is described in this article, includes such interactive sites such as Twitter, Facebook, LinkedIn and YouTube. This interactive media allows for a cost effective way to engage with consumers and more importantly trial new ideas with a select few consumers or conduct market research to gauge consumers reactions before implementing a wider marketing strategy.
The article goes on to state that “Having a central theme for your next campaign, and applying it across all the mediums you plan to employ, will ensure that your message will have the strongest effect on your target audience”. This statement is consistent with an integrated marketing communication strategy. However the marketing manager must also be creative in both his selection and use of the advertising mediums available to them to generate the most desirable outcome from the marketing campaign.
The article goes on further to state that consistency between marketing channels, or mediums, and using mediums which are complementary to each other will ensure that the greatest amount of success is achieved from the marketing campaign.
The glut of places to advertise makes it easy to confuse customers with contradictory messages. Execute a strategy that integrates all your efforts
faisal bin afif's insight:
Understanding Integration: This is an excellent article which details the importance of an integrated marketing strategy. Nowadays with so many marketing channels available to the marketer marketing strategies are becoming more fragmented. The way to combat this fragmentation is to adopt a IMC strategy.
All marketing, communication with customers and consumers, and the company image should be planned in unison to deliver a co-ordinated effort for maximum effect. As the level of fragmentation rises and the level of mixed messages being received by consumers the results of the firms marketing diminishes.
The improvement of integration in a firms marketing will assist in the generation of short short-term financial returns from better results being achieved by advertising and will also aid in building long-term brand value.
Basically a firm should say one thing and say it through a number of marketing mediums by using a IMC strategy. This will ensure the message is loud and clear, and reaches the majority of consumers.
INTERGRATED MARKETING COMMUNICATIONMarketing is an organizational function and a set of processes for creating communicatingand delivering value to customers an
faisal bin afif's insight:
Promotional Program: This is a very descriptive article on IMC. We can see that the promotional program recognizes the value that a comprehensiveplan that evaluates the strategic roles of a variety ofcommunication disciplines adds to a business. This integration of different facets of communication with consumers, through general advertising, sales promotions, public relations, interactions with onsumers in store and customer feedback provides for a uniform approach.
Program planing therefore needs to incorporate this uniform appraoch to achieve the common objective of the promotional program. The objective will most likely be to achieve organisational objectives. Success can be measurable as changes to sales volumes, profits or market share etc.
With each product and market exhibiting its own unique set of characteristics marketers will need to follow tried and tested methods adopted to each unique situation and monitor progress and results on the fly and make any necessary changes. For instance, the intended message may not be the message consumers are picking up from the promotion so the marketer will need to change the promotional plan in some way whilst keeping changes within the IMC bounds of the marketing strategy.
Fuse is a youth marketing agency that connects brands with teens and young adults through sports, music, fashion, gaming and other interests. We help brands reach a mass audience while maintaining credibility with key influencers.
faisal bin afif's insight:
Consumer Engagement: Consumer engagement is said to be the resulting impact of a brand interacting with consumers through a variety of marketing initiatives.
This article is well written and includes the benefit of consumer engagement, which is to "create meaningful consumer impact and generate either a behavioral result (such as driving a sale or inquiry) or an attitudinal result (such as making an emotional impression or changing attitudes)."
The aim is to engage the consumer, in the past consumers have generally viewed adverts but not engaged with them. It is said that engagement with the consumer has additional benefits over no engagement. The engagement however must be uniform over all marketing materia through an integrated marketing communication strategy in order to give the same message to the consumer on all interactions so they dont get confused over the message from the business.
Consuemer engagement can also allow for better measurement of advertising success as the number of engagement can be measured.
The article does not state how to go about creating and implementing an integrated marketing strategy which engages the consumer.
Business 2 Community Jane Austen's Guide to Brand Management Business 2 Community Brand management might seem like a relatively new concept in our Internet-driven world, but one only has to look to classic fiction to realize that this concept has...
Brand Management: This article takes an interesting approach to describe brand management, it does so from relating Jane Austen, who was a famous author, to describe brand management and its importance, as follows.
Effective brand management is essential to succesful businesses and marketing communication must be integrated as all forms of communication with consumers, whether it be print, online, billboard, television etc, must not contain confusing differences between them. Brand management is more involved than creating a logo and corporate colours, in its wider scope it involves what people are thinking about your brand, company and their relationship with it.
The importance of a brand is that it is the reputation of the business, it is what consumers first recognise about a business and what they relate to when looking for a business to deal with.
An interesting facet of brand management is that it not only deals with how you would like your brand to be percieived but also deals with how it actually is perceived, which can suddenly change for a number of reasons arguably not under the control of the brand manager.
The article states that the importance of a brand is paramount as a "loss in brand reputation based on a bad choice or improper judgment could be irretrievable with your targeted audience". Extra care must be taken with the increase of integrated marketing communication as "brand management is amplified and expanded upon as you present information on Twitter, Facebook and other social networks".
Brand management is being referred to as a story, which is a clever and unique concept that is very true. Integrated marketing communication involves telling a story to the customer about the brand, each method of communication, or advertising medium, must compliment each other like a new chapter. This will engage the consumer and deliver the same method albeit in a slightly different way.
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