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Rescooped by Calvin Romeo from Milestione 2 : The Communication Mix, IMC Programme Planning, Direct Marketing
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What Is a Marketing Communication Mix?

What Is a Marketing Communication Mix? | Milestone 2 | Scoop.it
Marketing is a broad business function that includes product research and development, merchandising and distribution processes and pricing, as well as communication or promotion. The communication ...

Via NatalieHuynh
Calvin Romeo's insight:

This article is great as it provides a broad idea what exactly is marketing communication mix is to someone who is not familiar to this concept at all. When it comes to comes to implementing a communication strategy the first thing that marketers need to do is have a creative strategy to determine what the message they need to communicate with the consumer will say. Once an organization has decided that they need need to use creative tactics to determine how this message strategy will be executed. The author also provides a few examples of options available with the communication mix such as advertising, personal selling, discounts and promotions public relations and direct marketing.

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Amy Davidson's comment, September 26, 2013 9:08 AM
This article of event sponsorship is relevant to my chosen brand, and is interesting how it incorporates event sponsorship as well. I agree with Candace that the elements of an integrated marketing mix in a business are the reasoning behind their success and development for future success, as they are focussed on targeting their key market. A great read, I think Candace picked an article which is highly relevant and topical.
Yujue Wang 1250401's comment, September 26, 2013 6:29 PM
I like the way how you summarise the article and the comment you make, it is a good article when it comes to provide a better understanding to what a marketing communication mix is. Marketing communication mix and be done in a lot of ways and as long as you combine two or more strategy together while attempting to promote their business or products to targeted customers it can be considered as marketing communication mix. It is very nice how the article break down all the parts and elements so people can have a better understanding of all the key points and not misunderstand them. I think that discounts and promotions are a very good combination with advertising, when they are used together they can produce very good results as people are always attracted by discounts and promotions while adverting give them a good plate form to show their target audience and target market. After reading your insight I can understand why people might mix up some key words and treat them as the same meaning due to daily life, but in professional terms they are different. Good job on the insight.
Kevin yau's comment, September 26, 2013 8:35 PM
@Michelle Kim
The six elements of marketing communication that given in the article is very helpful for the readers, help them to understand what marketing communication mix is. I personally think that marketing communication mix is quite hard to understand because of the complexity in terms of creating a good method of communicate with targeted customers.
Rescooped by Calvin Romeo from Communication Mix, IMC programme planning and Direct marketing
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How to Integrate Social Media Into Your Marketing

How to Integrate Social Media Into Your Marketing | Milestone 2 | Scoop.it
Social media is not a solo act. It's best as part of a jazz combo.
Instead of thinking of social media as a freestanding tactic, first consider how you can add social media components to your existing marketing initiatives.

Via Gracey Monteith, Zhaowei Lu
Calvin Romeo's insight:

I think this article by this author is quite useful when it comes to planning integrated marketing strategies to a particular brand and/or a particular product. One off the keys in having effective plans is the power of ideas and integration across most medias, is to firstly developing a robust media plan. Initially we would start with analyzing the market, then establish effective media objectives based on that analysis. Develop media strategies and once the decision has been made to implement those media strategies. Finally it is to contentiously evaluate performance to illustrate effectiveness and efficiency to determine weather or not further changes need to be made.

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Kier Segui's comment, September 26, 2013 1:03 AM
Hey Calvin, I agree with your point of developing a robust media plan. In my opinion this is the most important step when integrating across all forms of media. The plan will enable you to decide which forms of media are the most effective and suitable for your plan. The article you chose also about integrating social media into marketing is very appropriate for our time. Social media is a powerful marketing tool which provides a wide consumer base and reach and therefore effectively utilizing its potential can be very beneficial for marketing a companies products/services.
MARTIN LEE's comment, September 26, 2013 1:40 AM
You both bring up good points in your insight. It seems that everything in marketing is pointing to social media now. Some great tips in here but most things seem pretty frequent in today's world. Elms (2007) stated that the concept of engagement is evident in advertising media literature. Brands need strategies to cut through the clutter. There is so much clutter online. There are a number of channels available to consumers and brands, of course led by mobile phones. Author understands social media platform well.
Rescooped by Calvin Romeo from Week 7 - The Power of Ideas, integration across all media
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Direct Marketing More Relevant Than Ever

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

Via Matilda Alisi
Calvin Romeo's insight:

Direct marketing these days as the author states in this article is getting more predominate with how business tend to communicate with its existing customers and/or potential customers. I completely agree with the authors insights that if this method is used effectively its enables marketers to enhance and create emotional bonds with consumers. Which is always one off the key goals for marketing in wanting to connect with customers on a personal level. From my point off view to have successful direct marketing one off the key factors is to combine/work with all the different marketing tools available such as Internet, Advertising, Public Relations, Media Support, Telephone, Social Media etc. etc. In doing so it would not only extend the reach of a particular product but also provide customers with the option to choose with platform suits them the best.

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Gregory Farr's curator insight, September 26, 2013 9:12 PM

Direct marketing and consumer engagement

This article brings up improtant points about how direct marketing has increased espically with new media and technology. There is always increased risk with personalised direct marketing through social media where you must make sure you keep to the theme and image of the company to not cause confusion. As long as you can keep to theme it can be a very powerful way to reach a large customer base. With more and more people purchasing smartphones and tablets over PCs Mobile apps are becoming an increasingly popular way to market directly. This article covers the strengths of direct marketing through such media very well

Jordan Reti Pereira's comment, September 26, 2013 9:49 PM
@Oscar. I agree with your insight when you say that if a consumer is interested in a product or service, they will pursue more information. This holds true especially when the business can portay messages that are relevant to consmures in order to catch their attention long enough to invoke and idea in their minds whether they want to continue the pursuit of information or move on with the rest of their day.
Ashleigh Nicol's comment, September 26, 2013 10:39 PM
New technology and digital channels has indeed opened up a lot of opportunities for marketing managers, however it is more important to directly market more than ever before. This is because it is growing increasingly difficult to gain the attention of consumers. Selective exposure has become a huge problem for marketers to overcome and direct marketing helps factor out this problem. This is because the direct marketing approach targets the consumer on a personal level and gets them involved in the advert. It provokes their opinion and can create negative or positive feelings, however both gaining the attention of the consumer.
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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. Direct marketing has been the the majority of conventional method of online verbal exchange (5 Best Direct Marketing practices To help Your online business.
Calvin Romeo's insight:

This is another great article that illustrates a few benefits off direct marketing while this author more specifically relates the theory of direct marketing to online business. Direct marketing to its core is always focused on a call to action to get the consumer to react in a particular way. This article is quite good as it provides few recommendations in making a company’s online direct marketing campaign more effective. I think the two recommendations that stood out to me the most is firstly having engaging titles so that it would attract users and secondly was to have related content as you don’t want to direct irrelevant information to consumers as they will just click away and go over to the next page.

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MARTIN LEE's comment, September 26, 2013 1:27 AM
Good article to read, nice visuals and very informative. Direct marketing has many advantages including flexibility and measures of effectiveness, but sometimes rising costs and accuracy can be issues. The tips the article provides are very relevant and offers sound advice. Author realizes the modern marketing world by providing an article to re-energize old and tired brands. Direct marketers should also be asking themselves what they can do with the information and what key issues they need to think about.
Kier Segui's comment, September 26, 2013 2:07 AM
This article gives 5 very good tips to use when using direct marketing for online business. Although this article focuses on online business it is possible to apply these practices to offline businesses as well. When reading this article the 5 tips given are actually things that I notice when I go to websites. #1 having engaging titles is very important. To me as a consumer I want to see a title that engages me, makes me interested otherwise I'll just pass-up reading the page. #4 related content, I believe that this is also important because I don't want to be wasting my time reading something that isn't related to what I'm looking for. Plus having only relevant information makes the consumer more interested wanting to know more.
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What's the best marketing communications mix for my brand ...

What's the best marketing communications mix for my brand ... | Milestone 2 | Scoop.it
Choosing the right marketing communications mix for optimal impact is more important than ever. With less and less time – and budgets that need to stretch to do more – marketers are finding it increasingly difficult to keep up with constantly ...
Calvin Romeo's insight:

This author off this article states that with all the advances that are currently available with technology it provides marketers with numerous extremely efficient ways in communicating with customers, however with all these options smart decision-making still remains the key issue for marketers. As when it comes too effective marketing mix there isn’t a once size fits all option. As products, markets and audience vary from business to business. These is no point for business to be present in all platforms off communications if there customers also wont be present in all those platforms and it would be more beneficial for business to just focus solely on those platforms that their potential consumers are more likely to be available in.

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MARTIN LEE's comment, September 26, 2013 1:33 AM
Good advice in this article. I found the section on media very informative. The author brings attention that it seems like "everyone" is using Twitter, but in face, only 16% of adults online are active Twitter users. As you can see, the importance of a strong marketing communications mix is paramount in engaging customers. It is also important to remember to measure results as to keep track of your objectives. Author also does a good job reminding people there is no magic formula to use and experimentation is the best course of action.
Kier Segui's comment, September 26, 2013 1:45 AM
Hey Calvin I agree with your opinion about the articles statement of no "one size fits all" when it comes to choosing a marketing mix. Products/services vary greatly and so do the consumers and marketers involved with them. A marketing mix for one product cannot be effective for another product. Its also the same with the marketers carrying out the marketing mix. Every marketer has their strengths and weaknesses and those attributes are different for everyone. Therefore there is no one size-fits all marketing mix being chosen by the marketers. Lastly consumers also vary in personality therefore every consumer will need a marketing mix that is tailored to their needs in order to make the mix effective.