New Media Knowledge (NMK) is a learning and business information resource for digital interactive media in the UK
Abby Sy Roldan's insight:
'Marketing integration is essentially creating core creative ideas that can be adapted across every medium'. As stated in the article, integration is essential. It is important to ensure that the same message is communicated across all channels that the brand is using to communicate to its consumers. In the late 1960s the advertising industry has adopted television and this has changed the way marketers advertise their brands. Because there is now a lot of information out there on brands, consumers are now doing a lot of information search in making their purchase decision and not relying on advertising. Word of mouth is becoming a trusted source of information. With the growth of technology, it gives marketers new ways to communicate with consumers. With the integrated of message across all media and the growth of technology, it is important to keep in mind the need for new innovative ideas is also essential to cater the different and ever-changing needs of consumers.
I found this article very interesting as it is very useful piece of information for businesses that are advertising their brands and services on Facebook. This article discusses how businesses can increase consumer engagement using Facebook pages. Facebook pages is such a wonderful tool for businesses these days, since Facebook is a global and popular social networking site which has millions of users, why not advertise your brand on Facebook? Facebook pages allows businesses to utilize marketing communication mix by having functions such as coupons and help you track customer engagement. The article discusses useful tips such as when to post, how often to post, how long the post should be etc to gain more consumer engagement with the brand or service. Overall, this is an interesting and useful read for businesses using Facebook to communicate with its customers.
Well it’s about time. It only took them 5 years, but it looks like the top U.S. companies are finally jumping on the blogging/social media marketing bandwagon. At least that’s the upshot of this year’s installment of the annual study on social media adoption on the part of Fortune 500 companies conducted by the University of Massachusetts at Dartmouth Center for Marketing Research.
As the above graphic from the study illustrates, after steadying for a few years, corporate blogging is on the rise in 2012.
Here’s something interesting. Since the UMass Dartmouth study began tracking data in 2008, rank has influenced adoption of blogging in the Fortune 500, with corporations ranking in the top 200 out-blogging those in the bottom 200. This trend held steady in 2012, with 54% of all Fortune 500 blogs coming from the top 200 corporations, and 28% coming from those ranked 300-500.
Even though only 28% of the Fortune 500 seem to be accepting the benefits of blogging, those companies that have are doing it right. Fully 90% of the F500 companies that blog encourage comments, have RSS feeds, and take subscriptions. Here’s an excerpt from an abstract of the study:
“It appears that those companies that have made the decision to blog have utilized the tool well. There is frequent posting, on-going discussion and the ability to follow the conversation easily through RSS or email subscriptions.”
TWITTER According to the study, nearly three-quarters (73%) of the F500 have corporate Twitter accounts and have tweeted in the past month, an 11% increase over last year. Significantly, every one of the top 10 companies (Exxon, Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Berkshire Hathaway, Fannie Mae, Ford Motors and Hewlett-Packard) consistently post on their Twitter accounts.
FACEBOOK Surprisingly, Twitter edges out Facebook in the percentage of F500 companies using their social network: just two-thirds (66%) of the F500 are now on Facebook, an 8% increase since last year. Further, only 8 of the top 10 companies (Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Fannie Mae, Ford Motors and Hewlett-Packard) have Facebook Pages. Exxon and Berkshire Hathaway are still holding out (come on, Warren, time to create a FB company profile!).
NEW SOCIAL MEDIA=SOCIAL VISUAL In another shocker, the UMass Dartmouth study found that the F500 are actually starting to see the utility of social visual marketing platforms such as YouTube and Pinterest. Roughly 62% of the top 500 companies have a YouTube account, and 11 of them (2%) are on Pinterest. In an ironic twist, 1 of the 11 happens to be Eastman Kodak.
THE BOTTOM LINE In spite of a relatively sluggish adoption curve relative to SMBs, the UMass Dartmouth study suggests the Fortune 500 are finally coming around to the obvious merits of social media marketing. Considering their massive reach, this should’ve been a more intuitive relationship earlier on, especially given the many ways social media can benefit these companies, from fostering direct consumer engagement and promoting online content marketing campaigns, to facilitating less-marketing-centric initiatives like hiring and fundraising.
In any event, this is good news for the small or medium-size business owner or marketer, if only anecdotally. When the top 500 companies in the U.S. start moving their massive resources to further integrate social media marketing into their existing operations, it is a powerful affirmation that SMBs should be doing so too.
To riff on the famous EF Hutton commercial: when the Fortune 500 talk, people listen.
This article discusses the successes of why Fortune 500 are now using social mdia to connect with their customers. Using social media is beneficial for business as it allows consumer engagement and help effectively promote brands. Social media platforms such as Facebook, Twitter, Youtube and Pinterest. Social media has made opportunities for businesses to reach their consumers directly than before. If utilised right, businesses will become successful in creating brand loyalty through engagement with its customers.
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 article discusses six examples of successful multichannel marketing campaigns. Effective multichannel marketing campaigns use media in a creative and innovative way to their communication strategy. First Direct advertisings' campaign involved both visual with underground track projections in train stations. and also consumer engagement as it allowed different people to comment on the advertisement. With Topshop, they use social media in a new and exciting way to create customer engagement. Engaging consumers with the brand is important in building that brand loyalty. Thus increasing and maintaining brand equity. The campaigns use technology to their advantage to gain consumer engagement with the brand. Using different medias such as billboards, direct mail, social media such as Facebook and Twitter.
I agree with this article that direct marketing allows marketers to reach consumers at a personal level. This is important in gaining that customer loyalty. Direct marketing is a cost-efficient method of the marketing communication mix to communicate with consumers. Marketers are opting to use direct marketing to communicate with consumers because of the growth of social media. Marketers are now trying to create an emotional relationships between the consumer and the brand to create a more stronger bond with them, in other words creating that brand loyalty. It allows to also gain consumer engagement and grow and develop the brand.
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