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5 Reasons Why Integrating Social Media With Traditional Media Is Hard | Business 2 Community

5 Reasons Why Integrating Social Media With Traditional Media Is Hard | Business 2 Community | Milestone 2 | Scoop.it
Integrating social media into your existing media — advertising and public relations, is challenging.  But, without integration across platforms you risk (RT @jeanlucr: 5 Reasons Why Integrating Social Media With Traditional Media Is Hard

Via Gary Hitching
Alysse Woodward's insight:

The integration of social media vs traditional media; advertising and PR is extremely important, and yet extremely hard. However this integration of media is essential otherwise organisations may by in risk of diluting their brand.

 

Why is this integration so hard? The article looks into 5 reasons to this questions and begins to outline answers and solutions to this issue.

 

The plat forms are different, traditional media is one-way communication whereas social media is two- way communication giving marketers the chances to communicate directly to consumers and their target market – consumer engagement.

 

You need to give them something to link with you in social media, in other words you need to give your customers something to make them ‘want’ to follow you. Otherwise why would they?? You need to constantly motivate your customers to engage and keep them interested.

 

 

The metrics are different;

Traditional: Trying to sell = ROI focuses

Social: Build Relationship + Engagement = Building Brand Equity.

 

Social media and traditional media are often handled by different employees or agencies; Traditional: Older generation

Social: Younger Generation SO collaboration between generational knowledge needs to come together here.

 

Integrating Social Media and traditional marketing requires specialized skills.

 

This article focuses on the differences between traditional media and social media rather than why integration is hard. Companies that are in this position should make use of these 2 different knowledge domains to make the other shine. 

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Peggy Yao's comment, September 14, 2013 5:33 AM
Integrated marketing communication is the most important tactic to develop a powerful marketing campaign. This article listed the reasons why it is difficult to integrate social media with traditional media, so that we can understand the difficulties and think about how to overcome the problems.
From my point of view, the changing in communication way from one direction message to two way interaction will not be the difficulty on integration, on the other hand, it helps marketer on understanding what do consumer really think. Now day traditional media is still heavily being used by majority of organizations, what I see how they integrated with social media is they get feedbacks on how they really think on advertising commercial or promotion so that they can improve or develop a better campaign.
Other point I will argue is that author said that the metric different also is hard for integrated social media and traditional medias. Yes, two generation of the medias do have different perspective and aims, however, I think that social media’s innovation is helping business to have even better performance. As traditional media is aiming for immediate sale and social media is building relationship in long term. for example, getting a promotion voucher by comment or share links on social media to achieve potential sale and build up relationship.
Rescooped by Alysse Woodward from IMC: Creative Strategy
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Creative Strategy Development | Sara Geneva Noreau Kerr

Creative Strategy Development | Sara Geneva Noreau Kerr | Milestone 2 | Scoop.it
Developing creative strategies is my students' most difficult assignment in Integrated Marketing Communications. Learning that tactics are not strategies is much harder than finding an audacious or at least original idea.

Via Lauren-Elsa Grigor
Alysse Woodward's insight:

Creative Strategy: Determines what advertising messages will say or communicate.

 

VS

 

Creative Tactics: how the message strategy will be executed.

 

Tactics are NOT strategies, and therefore it is hard to develop a Creative Strategy.

A creative strategy can be started off by identifying goals that can then be translated into ideas and strategies. Another helpful tool to use when creating a strategy for the first time is to examine what other organisations are doing – By doing this you can map their processes and identify the difference between their strategies and tactics.

 

Following this an organisation needs to:

First of all select and identify their chosen target market.Identify what the problem/ issue/ opportunities are.Identify what the major selling idea or key benefits are.Identify what supportive information the organisation has.

 

Organisations can then:

Set marketing GoalsSet communication GoalsSet Creative StrategiesSet Tactics on how the messages will be executed. 

 

This is a simple yet affective approach on the communication mix. 

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Vetida Namprasert's curator insight, September 23, 2013 8:31 AM

Refers to what i'd study in class 

Creative Strategy is Determining what the message will say or communicate

and  

Creative Tactics is Determining how the message strategy will be executed

therefore creative strategy and creative tactics is not the same. good creative strategy can give an ability to the firm to achieve their goal in communication and be above of the market. well prepare in creative strategy can give a good result back to the company such as;  Get more customers and become different from other competitors. 

Maybelle O'Connell's comment, September 24, 2013 9:41 PM
Creative strategy and creative tactics are not the same- the differences between these two were highlighted in this article. Creative strategy is what the message will say or communicate and creative tactics is how this message will be executed. As Vetida said the correct utilization of creative strategies and creative tactics will allow companies to differentiate themselves from competitors giving them an advantage.
Aimie White 1085804's comment, September 25, 2013 6:38 AM
As Peggy said, it is important for brands to first identify their target audience before dveloping a creative strategy, and based on the target market, then devlop the the tatics. this will ensure the right message is getting to the right people through the right channels.
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5 Best Direct Marketing practices To help Your online business.

5 Best Direct Marketing practices To help Your online business. | Milestone 2 | Scoop.it
5 Best Direct Marketing practices To help Your online business.
Alysse Woodward's insight:

Direct marketing refers to organisations communicating directly to their target market (consumers) in the hope of producing a transaction. This refers directly to consumer engagement and also can be seen as an element in the promotional mix. Direct marketing includes a lot of different tactics and activities. This article looks at the 5 best practices to help online businesses. These include:

 

Engaging Titles – 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.

 

Minimise the pictures- This refers to email in the article, and states that messages should be in words. For me I do not agree with this entirely, with websites I think pictures are more engaging than words- if I associate with a picture I am more likely to then read information that is attached.

 

 

Assure your web page links are evident- this basically means make sure your links work!!

 

Related content – Don’t ramble on, make information direct and precise. Straight to the point.

 

 

Analyse your email- Make sure your email is perfect before sending it out. Read and re-read it. Get someone else to double check your work and make sure your main points are clearly identified.

 

Another tool online businesses could use is direct-response advertising. Through using this organisations will be able to promote a product through advertising, but encourages customers to purchase directly from the manufacture – for online purchasing directly from the organisations website. 

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Peggy Yao's comment, September 14, 2013 4:12 AM
This article has suggested 5 tips to improve direct marketing especially email. Start from email’s title, I totally a agree a good email title can grab attention on receivers interest; however, it has to be relevant to your content easy to understand and short. For example, I will not open the email that is with the topic that is not relevant to me or do not raise my curiosity. Second tip advised by author is that minimizing the pictures. Same as Alysee point of view, I do doubt about reducing visual content on our email will be a good idea to improve direct marketing. As Alysee has mentioned she will tend to pay more attention on visual content email compared with written one. The author said that don’t put too much pictures, I think there is some explanation required to explain what is mean too much. Tip 3 is about connection this is a great and vital point for integrating marketing communication. Always set up social media icons on your email or webpage to make sure consumer can access easily to the social platform. Tip 4 mention about relevant content, a useful and interesting content is depend on the receivers point of view, however, marketers do required a bit research ,which is also being suggested on tip 5, before reaching consumers. It can make you’re the marketing communication is communicating effectively.
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Rescooped by Alysse Woodward from Digital Marketing
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5 Tips for Optimizing and Integrating Your Social Media Content - Search Engine Watch (SEW)

5 Tips for Optimizing and Integrating Your Social Media Content - Search Engine Watch (SEW) | Milestone 2 | Scoop.it

Integration across multiple platforms, whether its social media, SEO, e-mail, or offline, is just as important as creating the content for a particular marketing medium. (5 Tips for Optimizing and Integrating Your Social Media Content http://dlvr.it/DwsGN)


Via Maurice Parisien
Alysse Woodward's insight:

This article refers to the importance of integration across a broad rang of channels where information can be seen though and not only through an organisations website. With a strong focus on social media these days’ companies need to run marketing activities through social media channels.

 

Companies need to design simple strategies that enforce a strong message; this can also be seen through a creative strategy.

 

To avoid implications when integrating social media content, organisations should follow these 5 steps:

 

Make it easy to shareDon’t assume your name for something should remain its nameKeep an eye on trendsDon’t expect to go Viral, but be preparedOptimise and INTEGRATE all your digital assets.

 

I think this is a simple approach to how organisations should integrate communication and messages through social media channels. I think it is important that organisations start to practice this method as social media is becoming more and more reliable at communicating messages but also gives consumers the opportunity to interpret the information through a channel that suits them. Social media is easily accessible and now more often than not big social media companies such as Facebook, Instagram, Twitter, Pinterest etc have the ability to share information between each channel. This also enhances the chances of information to be communicated. This article looks at the positive aspects social media can do for an organisation. 

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Cen Xun's comment, September 26, 2013 11:17 PM
Thanks for sharing this article and I learned 5 useful tips to ensure successful integration. 1. Make it easy to share. 2. Don’t assume the name for something should remain its name. 3. Keep an eye on trends. 4. Don’t expert go viral, but be prepared. 5. Optimize and integrate all the digital assets. By using these tips you will have greater success in optimizing your social media content.
Elaine Li's comment, September 27, 2013 1:08 AM
Joly, this article is really helpful and practical states all the tips clearly for us to optimizing and integrates social media content. Nowadays, in the competing online marketing environment, it is hard to achieve business goals. So companies need to implement these five tips into their strategies.
1. Make it easy to share.
2. Don’t assume the name for something should remain its name.
3. Keep an eye on trends.
4. Don’t expert go viral, but be prepared.
5. Optimize and integrate all the digital assets.
Selina EverHungry Nihalani's curator insight, October 7, 2013 12:46 AM

This article talks about the importance of integrating communications across several media channels and gives 5 tips to ensure successful integration. Marketers can lose opportunities if they do not implement integration. Making content easy to share can encourage people to share the content/information to others thus increasing the reach of the content, it can increase traffic to your site as a result help to reach your communication goals. Being able to adapt content and keeping eye on trends can also be beneficial as search engines can update and relate information back to your original content, bringing even more people to your website to view your content. Knowledge of popular trends can be useful to understanding what is important to audiences. Another tip is about being prepared yourselves for viral messages. Foreseeing such a reaction can mean you are better able to measure the success of the message and you will be better able to capitalize from the hype and reach.  Integrating social media is very important to IMC as more and more marketers make use of social media tools in the marketing of their brands. The 5 tips talked about in this article can optimize companies marketing communications.

Rescooped by Alysse Woodward from Milestone 3, IMC Creative Strategy and channel Planning Strategy
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ABC's of IMC: Creative Strategy

ABC's of IMC: Creative Strategy | Milestone 2 | Scoop.it

Via Wincy Cai
Alysse Woodward's insight:

Being creative with IMC promotes a Creative strategy. Determining what messages will be said and how these messages will be communicated requires creativity: how all-underlying messages will be communicated.

 

This process can be filled out through following five steps: This refers to “Young’s model of creative process”

 

What are the steps?

 

Immersion: Researching and collecting information followed by ‘immersing’ yourself in the situation.Digestion: Take in the information and process it over and over in your mind.Incubation: Stop thinking about the situation and let your subconscious take over.Illumination: The Bingo!! Moment when a solution is identified.Reality and Verification: Re-evaluate the problem and re-shape so it is practical.

 

Creativity is a common term used in advertising – how creative one can be will determine the upper hand on competing organizations. When implementing a creative strategy companies need to remember that being creative needs to make sense to their target market. There is no point producing a creative campaign if the message is not clear to the target market. 

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Wen Gao's curator insight, May 15, 2014 3:11 PM

The core of advertisement is creating something new. Not only to catch peoples eyeball, but also to impress them, briefly introduce or explain what the product or the company is all about.

Undoubtedly, some advertisements are successful not on account for creative ideas, for example, using a star to represent. It achieves the goal of advertising for a certainty, but I think it is not because of the advertisement. The way that advertising develops has to be creating. No matter what type of advertisement it is, realism, utopian or abstract, the audience are focus on the idea that you showed to them.

To create, you need an idea. It is an easy story, but hard to accomplish. Sometimes the idea just comes out by itself, but when you really need one, it comes nowhere. There are 4 steps to explain the process.

Preparation: Gathering information needed to solve the problem through research and study

Incubation: Setting problems aside to let the ideas develop

Illumination: Seeing the solution to the problem

Verification: Refining the idea, polishing it and then evaluating it for its appropriateness

yundy wang's curator insight, August 31, 2014 5:24 AM

The core of advertisement is creating something new. Not only to catch peoples eyeball, but also to impress them, briefly introduce or explain what the product or the company is all about.

Undoubtedly, some advertisements are successful not on account for creative ideas, for example, using a star to represent. It achieves the goal of advertising for a certainty, but I think it is not because of the advertisement. The way that advertising develops has to be creating. No matter what type of advertisement it is, realism, utopian or abstract, the audience are focus on the idea that you showed to them.

To create, you need an idea. It is an easy story, but hard to accomplish. Sometimes the idea just comes out by itself, but when you really need one, it comes nowhere. There are 4 steps to explain the process.

Preparation: Gathering information needed to solve the problem through research and study

Incubation: Setting problems aside to let the ideas develop

Illumination: Seeing the solution to the problem

Verification: Refining the idea, polishing it and then evaluating it for its appropriateness

yundy wang's curator insight, September 14, 2014 12:54 AM

The core of advertisement is creating something new. Not only to catch peoples eyeball, but also to impress them, briefly introduce or explain what the product or the company is all about.

Undoubtedly, some advertisements are successful not on account for creative ideas, for example, using a star to represent. It achieves the goal of advertising for a certainty, but I think it is not because of the advertisement. The way that advertising develops has to be creating. No matter what type of advertisement it is, realism, utopian or abstract, the audience are focus on the idea that you showed to them.

To create, you need an idea. It is an easy story, but hard to accomplish. Sometimes the idea just comes out by itself, but when you really need one, it comes nowhere. There are 4 steps to explain the process.

Preparation: Gathering information needed to solve the problem through research and study

Incubation: Setting problems aside to let the ideas develop

Illumination: Seeing the solution to the problem

Verification: Refining the idea, polishing it and then evaluating it for its appropriateness