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Scooped by Michelle Kim!

Week 5 Program planning, objectives, budgets, measuring success - Is Your Marketing Strategy Working? How to Effectively Measure Your Progress

Week 5 Program planning, objectives, budgets, measuring success - Is Your Marketing Strategy Working? How to Effectively Measure Your Progress | Milestone 1 |
Image source: Whether you are a large chain of restaurants or a mom and pop neighborhood eatery, your marketing strategy is vital to t
Michelle Kim's insight:

This article is about restaurant marketing strategy. It leads business to effectively measure principles and process. The article is telling us how to define the goals and success of marketing program. The article gives list of disciplined process. Which are, start by setting clear goals and objectives, keep it simple and clear, be different, be focused, always include a call to action and the author have strongly mention this point, lastly tracking. It is very important to remember these points and follow them step by step. In addition, this article is very easy to understand and it is good article for who would like to success in their business with restaurant.  

Sheenal Prakash's comment, August 22, 2013 8:14 AM
I agree with Vicky Hu's comment that setting company goals an objectives is likely the most important of steps because it defines the company itself and what they stand for. It defines the organizing Idea behind the company and it will set out the foundations for every product the company comes up with regarding design and the productions process as well as the marketing that the company will do for the product and for the brand itself.
Enele Westerlund's comment, August 22, 2013 7:44 PM
I like your insight of how profit isn't a goal, but rather simply a result. Increasing awareness of a brand in a measurable manner is definitely an important aspect of marketing. Most businesses throw out the idea of measuring the market and tend to only push out information that does not engage consumers. Your articles take on a call-to-action hits home with the idea that you need to motivate your consumers to want to do something in turn, rather than read and move on.
Candace Pritchard's comment, August 22, 2013 11:56 PM
This article gives an insight to setting goals and mesuring the success of the goal. As Rueben has said - it is important for your goals to be realistic as well as relate to your brand image. The article states that when setting goals you need to set a clear goal and objective, keep it simple, be different,focused and track your results. This is agreat way to keep the motivation in the goal.
Rescooped by Michelle Kim from Understanding intergration!

What the Heck is Integrated Marketing Anyway?

What the Heck is Integrated Marketing Anyway? | Milestone 1 |
When I first started my business, several decades ago, I was determined to tell people that, mine was an integrated marketing firm.

Via Donnnab
Michelle Kim's insight:

This was a good article to understand integration and integrated marketing. The definition gave me a rough idea of integrated marketing which was “Integrated marketing is the combination of marketing tactics to help deliver one marketing strategy and more quickly build know, like and trust.” The writer had put lot of his personal thoughts on this article which I liked about it, for example he thought that “distinction is critical, because without the right strategy no amount talk about integrating multiple platforms and mediums makes much sense”
I thought that if he could put another example could have been easier for reader to understand about integrated marketing rather than architect.

kendall irvine's comment, August 22, 2013 4:54 PM
This article gave a good overview as to what IMC is. It stated a clear definition that IMC is - the combination of marketing tactics to help deliver one marketing strategy and more quickly build know, like and trust. It also highlighted the importance of having a good strategy to effectively communicate IMC correctly to who you are trying to target or engage with.
Labroye Tauevihi's comment, August 22, 2013 9:08 PM
I think the good thing about this article is that it defines IMC in a easier to understand way without breaking it down too much. I agree with the author when they state " the intentional blending of online and offline tools and tactics" as brands should utilise all mediums in relation to IMC to be beneficial for the brand.
Teagan Adams's comment, August 22, 2013 10:02 PM
As Sam has said, I also like this definition of Integration and what it means in Marketing Communication. The method of combining all aspects of the marketing strategy and unifying them to convey a strong clear message is at the core of this idea.
Rescooped by Michelle Kim from consumer psychology!

Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research

Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research | Milestone 1 |

"Instagram is becoming a core platform for brands to engage with consumers since it registers consumer engagement 18 times that of Facebook and 48 times that of Twitter, according to the latest report from L2 Think Tank..."


Via Leona Ungerer
Michelle Kim's insight:

This article is telling us that there are more Instagram users than Facebook users. I have noticed social network services (SNS) is also changing by the trend and technology. For example, before the Facebook exist lot of people were using Myspace and Hi5 etc. After smart phone came out, lot of new SNS is been creating and still. Now I guess Instagram is the one most popular and main trend on SNS. Consumers like to post, tell and want to know their friends and celebrities, what they are doing, what they are eating and where they are doing right now etc. As a one of Instagram user, I think instagram is a one easiest SNS can use. Also lot of brands can get huge benefits and feedback from just by using Instagram, posting their recent activities and informations. But by the time goes by maybe there will be another SNS replace the Instagram and Facebook. 

Sam Howard's comment, September 25, 2013 7:05 AM
An interesting read, a much more refined explanation of directed marketing in the sense that people will view trends and find specific new media. It has become an easy outlet for advertising at no cost to some companies. I found it interesting that it has higher consumer engagement than Facebook, but as I have never been a user I am unsure of the difference but after reading this am definitely keen to have a look
Sophie Batten's comment, September 26, 2013 3:27 AM
This is a very interesting article, because i thought facebook was the most used social network, however teagan explains its not and i agree with her that instagram involves less reading and is more upfront and straight forward. becuse a picture can tell a thousand words so its no wonder that instagram is becoming more and more popular and why momre companies are starting to use it
renaychand's curator insight, September 26, 2013 6:20 PM

The title for this article explains the main purpose of the article - the engagedment of instagram is 18 times more than fb - This is explained to be because of the visual nature of Instagram. It is much faster for a consumer to look at a picture, very very quickly form an opinion of it and then either move on or like it and engage with that image/product/brand. On sites such as Facebook, there is often more reading involved which is a drawback. Instagram has also become a place where, although brands do not have a profile, like they might on Facebok, they have managed to become very prominent simply through customers and fans posting pictures and 'tagging' the brand. All clear signs that the consumer engagement is definitely being achieved - fb also allows users to think and read and understand where as instagram takes an artistic approach and more of a unique approach no brain work needed and you simple share or like pictures it looks at how much can be said with a photo- basically what can be said without any words

Rescooped by Michelle Kim from communicating with consumers: the importance of emotional reponses!

How Emotions Influence What We Buy

How Emotions Influence What We Buy | Milestone 1 |
The emotional core of consumer decision-making

Via Donnnab
Michelle Kim's insight:

This is a very interesting article to know about how emotion can effect and lead consumer to have good emotion to products. I have learned and understood how consumers are thinking and purchase behaviour. From this article tells us emotion is the core of decision making and previous related experiences also can give huge impact to decision. I am strongly agreed with when evaluating brands if only focus on brand’s information, attributes and features; they would be so hard to connect to consumer’s emotion. If a company wants to increase revenue, they should nationally advertised brand which can create an emotional connection to the consumer rather than just full of information. Overall, this is a very good article to know about consumer, how emotions influence and what can market industry do to improve business revenue, consumer loyalty to the brand.  

Sienna Jang's comment, August 21, 2013 7:46 AM
@Michelle Kim - I strongly agree with you Michelle. Thanks to the developmet of technolohy, his world is not already information overloaded. So now, in order to success in competitive market, the companies need to know how to connect with their consumers emotionally. They already have plenty of information as you said, so now its time for companies to build more of trust and care of their consumers.
May Elizbeth 's comment, August 22, 2013 4:30 AM
Good point of view Donna. I strongly agree with the author's idea as a consumer myself. 'Emotional thinking is a powerful motivational factor in consumers’ purchasing decisions' - That about sums this article up!
Kevin yau's comment, August 22, 2013 6:02 AM
@Michelle Kim
Firstly, i think the article that you have chosen is very appropriate. The title is very attaching readers to find out more in the articles. Indeed, i agree with you that this article can really help readers to understand the behavior of purchasing stuff and its all about emotions.
Rescooped by Michelle Kim from Brands and brand management: the importance of branding!

The Importance of Branding for Businesses

The Importance of Branding for Businesses | Milestone 1 |

Via Duane Hulley, Scarlett Yeounju Kim, Harshika Mistry
Michelle Kim's insight:

This is a very good article for who has no any idea about the branding and who thinking to start a business. I liked the examples they have given which was Coca Cola, McDonald and Apple. First impression is very important to people because bad impression can deliver from mouth to mouth very fast and damage the brand quality. First impression can be name, logo and products of brands. A brand having a good name, logo and products are the most important and first things to consider. Easy and unique name can give good impression to consumers, good logo and products can give good income to brand because people may buy products just because of cool logo. How brand is going to advertise their brand is also very important. Knowing what is branding and how you going to branding your brand can bring good market to busienss. 

Kevin yau's comment, August 22, 2013 6:07 AM
@Michelle Kim
It is true that the biggest impact is from the first impression of the brand or the product itself. Consumers often determine if they going to buy or not often by their feeling of the brand. And i strongly agree that you have said in you insight that bad impression or comment to the brand can be delivered very fast and damage the brand by those bad comments from other customers.
Leonid Bondarev's comment, August 22, 2013 6:29 PM
Nashali, great article. A in some cases the value of the brand in more important to the consumer then the value of the goods purchased. EG Nike shoes are only a few dollars of raw materials combined with labour costs. It the "tick" and the forever engraved into our mined 'Just Do It" slogan. These examples are endless. Why do we by a BMW or Audi over a Toyota.... Or why buy a Ferrari it its worth 5 time more and is slower then a Nissan GTR...

The moment where the brand identity and the product in the mind of a consumer are associated with the market category we know we reached ultimate branding success. EG what brand do you think of when thinking of smart phone category? Apple... Samsung!? :)
Ellie Bigsby's curator insight, September 29, 2014 6:54 PM

This article discusses what is a brand and the importance of brand identity. Brand identity is discussed holistically; how it helps a company and that its an experience and not just a logo. I was surprised to read McDonalds brand identity in a positive light as most associate it to being unhealthy and do not go near a restaurant. However, the example caused me to look at McDonalds from another angle.