Integrated Marketing Communications (IMC) - a holistic approach
80 views | +0 today
Follow
Integrated Marketing Communications (IMC) -                           a holistic approach
IMC concept.Brand management:the importance of Brands.Organising IMC: partnerships
Curated by ashley stanley
Your new post is loading...
Your new post is loading...
Scooped by ashley stanley
Scoop.it!

SRJ Marketing Communications - Steve's Blog - 6 Steps in the IMC Planning Process

SRJ Marketing Communications - Steve's Blog - 6 Steps in the IMC Planning Process | Integrated Marketing Communications (IMC) -                           a holistic approach | Scoop.it
You might be surprised at just how many businesses and organizations I talk with that do not have...
ashley stanley's insight:

This article is succinct and summarises the importance of IMC strategically and what is needed operationally to make it work. It is relevant to the IMC paper as a whole but can be applied more specifically to weeks 5,6 and 7 learning outcomes. (Continuous) Planning is a significant factor in IMC and the need to be able to measure objectives in order to see whether or not the IMC campaign was financially viable. The costs vs the 'value added' as a result of an IMC campaign is vital to justify future spending in that area.

more...
Eden Weaver's comment, May 9, 2013 12:05 AM
This is a basic outline of what IMC is and would be good for a business that has just started out and wants to use a integrated marketing campaign. The article is easy to understand and really puts emphasis on why each step is so important to have a successful campaign.
ashley stanley's comment, May 9, 2013 9:48 AM
Do either of you know of a succesful IMC campaign following these 6 steps?
Alexis-ellen Day's curator insight, May 13, 2013 6:59 PM

This strategy of IMC planning is a simplified and effective process to use in developing integratedmarketing communications into a business. this article really does consider all four pillars: Stakeholders, content, channels and results of which is possible with implimenting integrated marketing into a business starting out.

Scooped by ashley stanley
Scoop.it!

Integrated Marketing Communication for Behavioral Impact (IMC/COMBI) in Health and Social Development - Integrated Marketing Communication - NYU Steinhardt

Integrated Marketing Communication for Behavioral Impact (IMC/COMBI) in Health and Social Development - Integrated Marketing Communication - NYU Steinhardt | Integrated Marketing Communications (IMC) -                           a holistic approach | Scoop.it
Goals of the IMC/COMBI Method: A continuing global dilemma for health and other social development professionals is finding effective ways to encourage new behaviors and achieve behavioral results.
ashley stanley's insight:

This article is interesting as its not business orientated but certain points are relevant to weeks 4 topic, perspectives on consumer behaviour and the communication process. It mentions the difficulty in changing ones behaviour (this can be applied to any consumer even though this article is based on medication) but suggests 3 ways in which integrating communications could assist in combating this issue. This point is definitely relevant to marketers and IMC. It is a broad example but the consumer behaviour component is mentioned as an integral component.

more...
Sarah Nicholls's comment, April 8, 2013 11:32 PM
It's really interesting to see IMC in companies that aren't usually considered as businesses. It definitely shows that IMC is a tool that can be used over a multitude of professions and can be effective for all types of places of business.
Eden Weaver's comment, April 9, 2013 1:20 AM
I agree with Sarah that its interesting to see that companies use IMC that you wouldn't think of. It really shows the effectiveness of IMC to communicate a message and encourage new behaviors.
ashley stanley's comment, April 9, 2013 5:14 AM
I agree. This article shows that messages need to be succinct throughout all professions in order for them to be effective (in terms of changing behaviour). Medical, politicians, businesses; as long as there is a desired outcome, there needs to be consistent messages to assist in achieving the outcome.
Scooped by ashley stanley
Scoop.it!

Cision Partners With Marketwire to Maximize Press Release Distribution Offering - Marketwire (press release)

Cision Partners With Marketwire to Maximize Press Release Distribution Offering - Marketwire (press release) | Integrated Marketing Communications (IMC) -                           a holistic approach | Scoop.it
Cision Partners With Marketwire to Maximize Press Release Distribution Offering Marketwire (press release) For everyone from a start-up to a Fortune 500 enterprise, Marketwire is a social communications company that provides its clients with...
ashley stanley's insight:

A perfect example of relevance to marketing communication partnerships. Will add more to this article once the systems are up and running again and following thursdays lecture.

more...
Sarah Nicholls's comment, March 18, 2013 8:30 PM
Like Ashley said, this definitely highlights the importance of a good marketing communication partnership. The benefits to customers sound excellent and, despite not having a lot of knowledge of the two companies themselves, this sounds like a great partnership with lots of reward.
Eden Weaver's comment, March 18, 2013 10:30 PM
I agree with both of you, both companies have something unique to offer and have come together to make a even better Cision brand. Its a good example of marketing communication partnerships that will benefit both companies as well as offering their customers a better service.
ashley stanley's comment, March 21, 2013 6:29 AM
After todays lecture and my eBusiness class this article highlights the direction which many major companies are heading - partnering together to offer one supreme service for consumers. One that would not be possible on their own. The only downside I could think of are the application systems behind the partnerships that link the two companies for this extended service. Now that the process is integrated, if one system fails (for some reason) will the other fall as well and if so, what contingency plans are in place? Do either of you have experience with a partnership like Cision?
Scooped by ashley stanley
Scoop.it!

Art Weinstein: How your corporate image communicates value - Smart Business Network

Art Weinstein: How your corporate image communicates value - Smart Business Network | Integrated Marketing Communications (IMC) -                           a holistic approach | Scoop.it
Smart Business Network Art Weinstein: How your corporate image communicates value Smart Business Network Companies must manage a strong integrated marketing communications program consisting of advertising, selling, sales promotion, online, social...
ashley stanley's insight:

The content is relevant as the article notes the importance of having a consistent tone throughout a companies marketing communications. All communication channels (such as PR, social media - twitter,pinterest,facebook, website and so forth) need to be integrated in order for consumers to be clear on what the company represents and is trying to convey to not just their own customers, but the world (potential customers). If the communication channels are sending mixed messages, the consumers are confused, which may result in disassociation with the company. However, if the tables were turned and communcation channels were consistent than positive effects could follow for the company, such as customer commitment (and from there customer loyalty and ultimately brand equity). 

 

Another relevant point in the article is the importance of brands (article uses the term image). A brand is the foundation for any company. How consumers percieve your brand determines whether consumers (or potential consumers) want to do business with you. The author notes in order to even have a integrated marketing communications plan/strategy, a companies brand (image) needs to be considered first and foremost. A company needs to know where their brand stands in order to move forward in the desired direction.

 

 

more...
Eden Weaver's comment, March 18, 2013 10:38 PM
I think that this article is a good example of why brand image is so important. Having a clear and consistent corporate image across all media platforms ensures that your customers and stakeholders know exactly what kind of brand you are and what you stand for. I liked how the author mentioned 'coolness' as it can be hard to achieve and only a few brands do it right. What customers are saying about a brand so important and a consistent brand image contributes to brand loyalty.
ashley stanley's comment, March 21, 2013 6:36 AM
I agree with Eden, in the fact that the article stresses the importance of brand and the positive effects it could have when all marketing communications are integrated. Sarah, I actually enjoyed reading this article as I thought the author explained the idea of an integrated effort and branding (image) in a manner that was universal so it could be applied in any context (not just America). His terminology such as 'coolness' was also relevant to a variety of audiences, irrespective of origin which is evident as you both mentioned it as a positive point.
Wen Gao's curator insight, May 10, 2014 4:32 AM

A brand is the foundation for any company. A success brand can communicate value to its customers by creating singular corporate personality in a competitive market. Brand image is often associated with entertainment, fashion and technology markets, or even geographic areas - some of the best image marketing campaigns are tied to geographic areas, such as “I love New York” and “What Happens in Vegas Stays in Vegas”. These campaigns give customers a strong image about the brand because of its peculiarity. There are two components of an image, the one is “What the company does and says”. This part is about how the company gives identity and awareness to a certain brand and create brand image to the market in order to gain a firm foothold in the competitive market. The other one is “What the customer/market say about the organization”. This component is more important because as a company, they need to pay attention to the reaction and feedback from their customers and the market. They can adjust their marketing strategy according to the response of their customers. Because the main task of a success company is to fulfill customers’ needs and wants. Also the reaction of market is also very important, it is related to the competitive situation. Companies must manage a strong integrated marketing communications program consisting of advertising, selling, sales promotion, online, social media and public relations activities. Once a company launches a brand into the market, they have to create value and give image to their brand in the process of communicating with the customers and the market. 

Scooped by ashley stanley
Scoop.it!

Why GM Fails at Social Media Marketing and McDonald’s Doesn’t: Integration, Integration, Integration - CommPRO.biz

Why GM Fails at Social Media Marketing and McDonald’s Doesn’t: Integration, Integration, Integration - CommPRO.biz | Integrated Marketing Communications (IMC) -                           a holistic approach | Scoop.it
By Mike Gracia, for Cosine Although social media came from some humble beginnings—i.e., Facebook being born out of a university project—the fact is that c
ashley stanley's insight:

This article is relevant to learning objectives from weeks 2 to 5. There is a bit of everything from mcdonalds using the monopoly game for branding purposes (week 2) to possibly partnering (or outsouring) with another company to create the online tool (week 3) which can effect consumers behaviour as they go home to check their prizes online and then head back into mcdonalds to claim their prizes (week 4). A clever IMC campaign.

more...
Sarah Nicholls's comment, April 8, 2013 11:30 PM
I definitely agree that the campaign is clever, though there are still a lot of social media aspects that I think it could tap in to. It's definitely a great example of how companies can seamlessly slip their brand into people's everyday lives through their ordinary online experiences.
Eden Weaver's comment, April 9, 2013 1:26 AM
I think that the McDonalds monopoly campaign was a great example of integration. Integrating the promo to be instore and through social media was clever in that it encouraged customers to play the game, redeem their tokens (which encourages repeat purchasing and loyalty) and share the activity through Facebook which is further promoting the campaign. Really smart campaign for Mcdonalds and a good example of integration.
ashley stanley's comment, April 9, 2013 5:05 AM
Have either of you experienced anything similar as mcdonalds monopoly campaign?
Scooped by ashley stanley
Scoop.it!

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program | Integrated Marketing Communications (IMC) -                           a holistic approach | Scoop.it
ashley stanley's insight:

This article/blog highlights weeks 5 topic of establishing objectives and budgeting, perfectly. The content is relevant as it reiterates the learning objectives throughout this article. The beginning weeks taught us that the Intergrated Marketing Communication process starts with an organising idea/concept, followed by synergy (all communications are consistent) and a plan (in which manner can the target audience be reached?). This article goes one step further and builds on weeks 5 topic by suggesting how to define  objectives and indicators that can be used to measure the success or failure of a campaign. This is relevant in order to show a link between an IMC campaign and financials.       

more...
Enele Westerlund's comment, August 21, 2013 4:17 AM
The article definitely details the definitions of advertising, promotions, and measurable objectives. It makes it clear to understand the concepts with the models used (i.e. DAGMAR) and the different types of approaches. Budgeting and advertising definitely play fundamental roles and, as the article conveys, can have negative affects in terms of competition if one fails to follow through with these objectives. The article definitely sheds some light on the reasons why these marketing objectives are necessary, and the vital roles they play to determine a companies market share.
Michael's comment, August 21, 2013 11:34 PM
I agree it was a great article to further the points made in the week's content. As you mentioned it covered well the different aspects of establishing objectives. I think one of the main parts that stood out to me was the importance of identifying the target audience.
Sam Wilkinson's comment, August 22, 2013 7:36 PM
This was a very relevant article and perhaps the most realistic content to think about as future marketing professionals. It relates heavily to SMART goals/objectives which are critical in defining the success of a campaign.
Scooped by ashley stanley
Scoop.it!

What is Brand Management

What is Brand Management | Integrated Marketing Communications (IMC) -                           a holistic approach | Scoop.it
What is Brand Management and why is it important for each and every business organization in any market?
ashley stanley's insight:

This article is relevant to the teachings in week one to three as it addresses the importance of brands and brand management. It also discusses the importance of perception. "a brand is in the eye of the beholder". In order to have a positive representation of a company, the brand is more than a companies name or symbol. Its what the company stands for. The core values and beliefs. Strategies can be written on where a company would like to be positioned in the market, in terms of branding, but if consumers cannot 'see' the company actioning their strategy, it is a waste of time. 

 

This article notes the importance of consumer engagement. Consumer engagement underpins a brand and the management of it. 'Touch points' of consumer engagement are the lifeline of brand reputation and stepping stones to the ultimate goal of brand equity (which hopefully has an effect on financials, positively).

more...
Callum Sweeney's comment, March 20, 2013 10:23 PM
I think this is a really interesting article. I like what you said about how "Succesful brand management will create loyalty with customers and long-term relationships. Meaning customers will invest with the brand emotionally and financially in the future." This is a really good point as loyal customers will provide a steady stream of revenue over a long amount of time. In the article i liked how brand management should be used to continuously reinvent the company and brand to provide the best offerings to consumers.
ashley stanley's comment, March 21, 2013 6:47 AM
I agree with you all re: brand management and how a company needs to be proactive in reassessing its brand with consumers, stakeholders and employees to ensure the perception is positive with these groups. If it isnt, decisions need to be made to make it better. Therefore, managing a brand is extremely relevant and important to hopefully assist with increasing revenue & profits. Have you ever been put off a brand because the perception of the company changed for you? or vice versa? If so, which one and why?
Brian W Y Chang's comment, August 21, 2013 7:40 AM
As well as for creating and improving brand equity, brand management strategies also serve the purpose of maintaining and assessing a brand's standing instantaneously. In fact, a good brand management plan can do all of the above simultaneously, assuming it is executed as well as it is structured.