Milestone 2
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Rescooped by Evan Ranum from Business Transformation!

Integrated Marketing Communications Is More Important Than Ever

Integrated Marketing Communications Is More Important Than Ever | Milestone 2 |

81% of Millennials spend their money in a brick-and-mortar store when it comes to their retail consumption. 51% use newspapers to find coupons and deals.

Via Karl Wabst
Evan Ranum's insight:

I enjoyed reading this article, it really surprised me how the figures show that Millennials top choice for coupons and deals comes from the newspaper? If they mean the physical newspaper, and not an online version, then that is very surprising. I have noticed though in my own workplace that the use of digital coupons via smartphones is becoming more and more popular, as it is like an all in one thing, rather than carrying around a lot of silly little paper coupons. But, its does go to show from these figures that, once again, multi channel communications is very important.

Karl Wabst's curator insight, September 19, 2013 4:09 PM

Targeting across multiple channels that your audience frequents is a better way to catch the attention - and convince - a person to buy your brand. Studies show that people must be exposed to messages several times before they sink in. You can be efficient in your spend and miss opportunities.

Imc Csu's curator insight, October 6, 2013 6:23 AM

Yet again IMC is critical to any organisation's communication platform.

Rescooped by Evan Ranum from Web site & Social Media Marketing!

5 Best Direct Marketing practices To help Your online business.

5 Best Direct Marketing practices To help Your online business. | Milestone 2 |

5 Best Direct Marketing practices To help Your online business. Direct marketing has been the the majority of conventional method of online verbal exchange (5 Best Direct Marketing practices To help Your online business.

Via GrupoNeo
Evan Ranum's insight:

This article is just talking about direct marketing in an online sense, via email. But it has a few very valid and important points about how to first engage your consumer and their interest, keep their interest and then act on it, rather than just treating your time and effort as spam. It touches on very simple things like having a bold title and as little images (distractions) as possible. A great example of how this is applied is on trade me. The auctions which have a bold title to stand out, as little necessary pictures as possible and get straight to the point get the best results. I know this from experience.

Melika Trott's comment, September 27, 2013 12:19 AM
This article offers some good tips on good and effective communication. I believe direct marketing is the key to succeeding in todays compeditive world, so you had better do it right! Listen to tips in this article to implement success/
Min Li's comment, September 27, 2013 12:22 AM
Hi Sheenal, interesting article to read and I quite like the point you provided. This article talks about direct marketing practices for online business. I think company needs to note that consumers do not want to receive junk mails or unwanted messages about advertisements. Therefore, as companies, what they can do is to look into the consumer’s preferences and habits, and think about what kind of information consumers want to get. Then to make some changes to meet the consumers’ needs. Thank you for sharing a very interesting article.
Elaine Li's comment, September 27, 2013 1:07 AM
Hi, Joly, interesting article to read. This article talks about five direct marketing practices for online business. As you insight that the direct marketing is the most popular marketing strategy in organization. Direct marketing is easy to communicate with customer and introduce company product. The 5 best direct marketing practices are engaging titles, minimize the pictures, assure your web page link are evident, related content and analyze your E-mail. An engaging title will capture the target market and build interest for them to then explore the site. A title is usually the first thing that is read and therefore important that it is engaging. The above are the 5 Direct Marketing practices that will helpful to online business.
Rescooped by Evan Ranum from Lead Generation!

Developing Effective Marketing Communication Mix | eHow

Developing Effective Marketing Communication Mix | eHow | Milestone 2 |
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.

Via Erica George, jaklinissaeva, zzz, Somerville Communications UK SMB
Evan Ranum's insight:

I agree with this article, as being dynamic in your approach to an effective communication mix is very important to the success of your overall marketing strategy. A "one size fits all" approach has the potential for failure. The 5 steps to developing an effective communications mix was nothing out of the ordinary for me, quite standard for the most part, although I had never herd of an 'aperture'. The idea of this is very logical and I can imagine it is a very effective strategy for exposure of a product.

Elaine Li's comment, September 27, 2013 1:07 AM
Great insight. I think this is a great article in relation to our week 6 coursework because it gives a great develop on how to set up an effective communication mix. In order to implement a good strategy through the marketing promotional mix, there are five steps listed:
1. Identify your target audiences
2. Create your key message points
3. Identify your apertures
4. Write your plan
5. Identify your tactics.
As long as you follow these steps, marketing communication mix will not be a problem to your business anymore.
Swati Tiwary's curator insight, October 2, 2013 9:48 AM
This article outlines the importance of developing an effective marketing communication mix. effective communication with consumers is vital for any business. This part comes under the promotion part of the marketing plan. It is important to have a variety of communication techniques as the target audience for every product is diverse. This articles states 6 ways of developing a good communications mix: 1) its important to have identify the target audience: this can be done by a good extensive research. The target audience needs to be further segmented into categories such as current customers, prospective customers and early adopters 2) Create your key message points: it is important to pin point the key messages that the company wants to impart to the consumers 3) Identify your apertures: it is important to find out the opportunities or openings to reach their audience. For example if a company wants to reach school children then they need to make use of a classroom 4) Its important to write the plan: Writing the plan in a clear and concise manner is important. They key objectives and the plan to fulfill them is important so people have clear guidelines to follow 5) Identify the tactics: tactics are important to meet the overall objective. Its good to use tactics that would appeal to the target audience. Effective communication is vital for integrated marketing communications. communication is not a straight forward or a single dimmentional thing. Its multi faceted just like the market and its consumers. hence it is important to have a mix of different communication strategies to cater to all the different segments of the target audience
Rachel Chen's curator insight, October 3, 2014 12:10 AM

It is a really good base for entrepreneurs and marketers in new startup businesses, as well as organisations who wish to increase brand awareness across a wide audience. It’s first important for any firm to identify its target audience with the use of demographic factors like age, buying habits and any other habits relevant to the organisation. It’s also important to create a key message with the direct information that is going to be communicated to the customers and target audience. This basic process will be the keystone to implementing an effective communications mix and highly recommend using it as planning tool for planning your promotional approach.

Rescooped by Evan Ranum from Public Relations & Social Media Insight!

Social Media Don’t Sell. Get Over It!

Social Media Don’t Sell. Get Over It! | Milestone 2 |

Yes, social media play an important role in your digital channels, but they are outposts meant to bring traffic to home base: your website! During Social Media Marketing World event in San Diego last month, Chris Brogan gave a provocative session, aptly called: You Aren’t Going to Like This: Social Media Isn’t the Answer!


It echoed what I strongly believe and what I tend to recommend during my consulting with clients in the travel and hospitality industry. In essence, social media are an important part of the digital channels an organization needs to embrace, but they are mere “outposts” in your communication mix, part of a bigger, four-step approach which can be summarized as follows...

Via Jeff Domansky
Evan Ranum's insight:

This article is going against the grain by saying that social media (as a channel for marketing) does not sell, which straight away when reading this I thought was wrong. After reading it i still do not fully agree, but it definitely has some great insights into and examples of "how social media don't sell." For example i do agree that for some products and brands, the use of social media is not used to make the sale, it is used as a channel to the home-base like coco-cola and redbull. But even so, social media in this day and age is definitely a reason for many brands success.

German Grebenyuk's curator insight, September 26, 2013 7:41 PM

Now this is a slightly different opinion from what I’ve seen so far on One thing that I can definitely agree with is that while social media is a valuable marketing communication channel and those who do not use can fall behind, social media is not a panacea! What article draws or attention to is that, firstly, you need to have some basis for discussion – a good product and good content to offer. Without it social media is just a waste of money. Secondly, communication needs to be precise and relevant, for instance why utilize Pinterest if none of your customers are using it? That is why  the author mentioned importance of strong email list.

Leish Snell's comment, September 26, 2013 8:26 PM
@German. I agree, this is one if the few articles on scoop-it that has taken a different approach regarding social media. Personally because we are faced all day every day with social media, (where ever we look we cant get away from it!) I have to disagree with this article and say that social media does sell. It is not because it is just there for consumers to see that's doing the selling, it is the people behind the company strategically planning their social media; in order to make it affective enough, which makes their product sell. I find it an interesting article however its all about the effort you put in and the commitment you are to place when wanting to get good results. Different tactics appeal and work well for different companies.
Melika Trott's comment, September 27, 2013 12:30 AM
I agree with German it is certainly very different to most of the other ideas about social media swimming around Scoopit. This is certainly a different perspective, and has some very good points about social indeed however im not entirely sure i agree with all of it.
Rescooped by Evan Ranum from IMC Weeks 6, 7 & 8: Milestone 2!

How to Develop a Successful Cross-Channel Marketing Strategy

How to Develop a Successful Cross-Channel Marketing Strategy | Milestone 2 |
According to a Harvard Business School study, retailers taking advantage of cross-channel marketing were more profitable than those employing only a single channel.

Via Emily Gavigan
Evan Ranum's insight:

I have started to notice that many of the articles which are relevant to the themes for IMC all touch on the fact that there is not just one marketing channel that "fits all", and that it is vital to promote every available channel to help secure your overall goal for your brand or product. This article helps to reinforce this by saying that marketers need to develop a strategy which "leverages each unique channel to reach the same goal". In other words marketers need to first understand each channels individual strengths and use these strengths together to promote one reinforced message to consumers across several media channels

Jordan Reti Pereira's comment, September 26, 2013 9:11 AM
@Dallan. This article is awesome, as it highlights how some of the most successful eBusinesses operate. For example, the NZ website MightyApe has a cross-channel marketing strategy, where it operates across a number of channels that is made available to customers at their discretion. They have social media pages in places such as FB and Twitter, where they can be "followed" via their website. They also engage in direct mail communication through email subscriptions with dedicated areas of interest (eg. You can be emailed offers for Xbox 360 games only, and Blu-ray movies). This article says that the more you offer, the better you will perform. Although many of these services may not be utilised by many users, the option itself shows that the company is capable of offering such a high level of attention and service to their customer.
Dave Everitt's comment, September 26, 2013 5:17 PM
@Evan. This article details the importance of multi-channel marketing. I think most importantly it outlines the integration of digital mediums to target consumers, such as having paid search and display advertising, social media and marketing to communicate your brand to consumers. When you mention the need for brands to identify the strengths and weaknesses of each medium to best leverage a multi-channel campaign
Yunqi Zeng's curator insight, September 26, 2013 10:55 PM

This article gives the same idea as we learnt in class that the mareketers need to think about how to communicate with consumers in different media and channels. People might forget what they see or temporarily remember the messages that impressed them, but if we can do cross channel to deliver the useful message to the target consumer groups then they will be understand the brand more comprehensively, and easily to be recognised.

Rescooped by Evan Ranum from Marketing & Brand Strategy!

The Key To Consumer-centric Marketing

The Key To Consumer-centric Marketing | Milestone 2 |
Achieving true engagement and consumer-centric marketing goes beyond just the sales and marketing departments.

Via Astrid de Bérail
Evan Ranum's insight:

I totally agree with what this article is saying, social media DOES provide the easiest two-way communication between the business and consumer. Especially now when almost everyone we know uses facebook, it can definitly be a great way for businesses to really engage and to talk to us consumers, find out what we want, how we feel and what we need from the certain products we desire. They can reach us on a personal level (scary thought). Also now they can engage with us everywhere we go through the use of facebook and other social media right there in our pocket, smart/android phones. 

Rakesh Kanji's comment, March 21, 2013 8:00 AM
This article explains the importance of communicating with the consumers. It recognises that consumer engagement is not just the job of marketers but of everybody that comes into contact with the consumers. This article is relevant to businesses in today’s markets. Especially with the amount of social media used these days. Consumer centric marketing can have great affects on consumers repurchasing from the same shop/brand. This has positive effects on profits. It also gives the customers the feeling that the company cares and increasing the chances of them purchasing from them. Customer engagement has positive effects for both companies and consumers.
Avi Prasad's comment, March 21, 2013 8:59 PM
Social media is the new platform of communication and is an integral part for future business to grab the attention of the consumers, social media allows business to directly interact with the consumers to an extent on a 1-1 level. We are exposed to so much marketing and media that we simply drown it out, marketers now have to tailor their strategy to really interact with the consumer. I agree with Faisal, business interacting goes beyond the traditional forms of media. It really engages the consumers attention which is crucial in the development of the business and can lead to consumers being loyal to the business because of the "effort" of the business has put in.
Dave Everitt's comment, August 22, 2013 4:33 PM
Great scoop Evan. I think this article is great at outlining how brands can improve their offerings to consumers by delivering more personalized and valuable content. This is of huge significance because, like you say, everyone is on Facebook!!