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Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret?

Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret? | milestone 2 0967878 | Scoop.it
For an increasing number of campaigns, integration across a large number of media is essential. Tim Bourne, chief executive of Exposure, explains how it should be done
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This article addresses the reasons why known brands create IMC campaigns. Having a powerful idea with a strong insight into the objectives are crucial components which can be communicated in multiple ways through multiple channels.

In the article it states “it's about connecting a brand with a real human truth” which the brands have addressed by incorporating consumers emotions and creating something they can connect to. The brands have enhanced this with celebrity endorsements (Parody).

The article highlights that creating a marketing strategy which in which the same look and feel are communicated across multiple media don’t ensure success. Rather that identifying the unique aspect of a product or brand and how that can be turned into a powerful idea that engages consumers which is diverse and delivered easily amongst multiple media channels.

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TutenArticle_Sept9_2011.pdf

karl lagor's insight:

this article gave great insight into the relationships between diffrent forms of direct marketing using technology from its origins to the relative present. A phrase D"irect IMC" is introduced along with a history in the developements of direct marketing and IMC.

using social media for direct marketing can give a measurable response to marketers from customers which is more accurate and of higher volumes than traditional forms such as mail order catalogues. THis Data leads the article into Social CRM and how that relates to DIrect IMC communications and customer sales.

It was a multi faceted article which drew links between different aspects of marketing with the inclusion of social CRM as a marketing tool for atracting sales and retaining customers

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Marketing Communication Mix Overview And Guidance

Marketing Communication Mix Overview And Guidance | milestone 2 0967878 | Scoop.it
What is the marketing communication mix and what does it mean to you? Study traditional and newer elements of integrated marketing communication. Get help with your marketing communication plan.
karl lagor's insight:

the marketing mix is the "promotion" of marketngs 4 P's. It covers every method of communicating with a target audience. This article sumarises the traditional 5 channels associated with the marketing mix and provides links to pages which expand the marketing mix by adding elements of e-marketing and Integrated Marketing Communications strategy.

The article breifly covers the 5 traditional marketing channels of advertising, direct marketing, personal selling, public relations, and sales promotions but does not go into detail on the topics but the examples given for each are helpful.

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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | milestone 2 0967878 | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.
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The ups and downs of todays direct marketing

The ups and downs of todays direct marketing | milestone 2 0967878 | Scoop.it
Direct marketing is still a fantastic channel, but needs a bit of its own rebranding.
karl lagor's insight:

I dont personally think the term direct marketing needs redefinition but rather needs to be reconsidered by marketers. Instead of redefining and renaming direct marketing, maybe expanding on its traditional forms, like junk mail, to include a digital forms. 

Digital marketing is direct marketing when it s done well. websites, lead generating software, emailing, txing, are forms of digital marketing. reeducation within the industry is needed to boost the popularity and relevance of direct mrketing in today IMC planning.

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