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Rescooped by renaychand from Program planning, objectives, budgets, measuring success.
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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 Alana Meikle, Manasi Ambavane
renaychand's insight:

A business, to have a successful run at the Market should have a good marketing plan. Communication mix is considered as the encyclopedia of marketing measures to be taken to run the business. Following this trend will not only help the business to lay its foundation in the market, but will also help in creating a customer base that will be hard to lose.

A popular name and a strong customer bond is all a company needs to create a stronghold in the market and beat its competitors. In article it has also mention about the five elements of communication mix ie advertising, personal selling, public relation, direct marketing these the elements which are really important when a company wants to communicate about their product with consumers but at the end the article tells that even event sponsorship is important part of communication mix.

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Daryl Peterson's comment, September 26, 2013 2:49 AM
Well written Manasi. The article is very informative and gives a clear insight about the communication mix. It breaks down the variety of promotions which helps make it easier to understand. Advertising, personal selling, public relations, direct marketing can all help a business benefit in the long term. It also explains the methods outcomes for businesses who use the communciation mix effectively.
Rebecca Taylor's comment, September 26, 2013 8:11 AM
A marketing mix is essentially what IMC is all about. You need to have a MIX of all that you do, because it is no longer sufficient to simply use one channel. For a brand to succeed in building and sustaining meaningful relationships with consumers, they need to explore a variety of channels, thus achieving their marketing mix. Good article and interesting insight, Alana.
Harshika Mistry's comment, September 26, 2013 6:14 PM
A very well implemented insight Manasi. This was a very interesting article for this paper as it gave me a clear understanding what the marketing communication mix is. It gives a clear guideline of the different and unique ways the businesses can implement some aspects of the communication mix to their marketing campaigns in order to communicate and promote their products to their prospects. I believe the marketing communication mix is essentially what IMC is all about.
Rescooped by renaychand from Milestone Two: Integrated Marketing Communications
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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 2 | Scoop.it

"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, zzz, Teagan Adams
renaychand's insight:

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

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Teagan Adams's curator insight, September 25, 2013 6:44 AM

This article is interesting, caught my attention with the title stating that Instagram has higher consumer engagement than Facebook. 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!

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
Rescooped by renaychand from Program planning, objectives, budgets, measuring success.
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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, Manasi Ambavane
renaychand's insight:

in this article the idea of direct marketing - which is known to be a form of personal marketing, i found that this does not target a group of people, however manages to take into account the needs and demands of individuals which helps them to make accurate decisions in the future.

Having and retainng a personal contact, has a large improvement of the brand-customer relationship and the consumer gains a sense of loyalty.  Some of the tools of direct marketing are the social networking sites wherein a brand can keep its info updated through Facebook or twitter.


The latest tool being a smartphone which has now become a revolution for various brands want to connect with consumers. Succeeding such trend will not only help companies to keep their older customers but will also help them to make new ones through these social networking sites. 

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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.
Rescooped by renaychand from Milestone Two: Integrated Marketing Communications
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Marketing Communication Mix Overview And Guidance

Marketing Communication Mix Overview And Guidance | Milestone 2 | 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.

Via karl lagor, Teagan Adams
renaychand's insight:

The marketing mix communication can be hard to understand and get in terms with however i found this interesting article on the 'Marketing Communication Mix' that I felt was easy to understand and covered the topic in a comprehensive way. Basically the communication mix is a very large part of the marketing strategy and comes down to how you communicate with customers. five main areas are highlighted and explained well, advertising, direct marketing, personal selling, public relations and sales promotion. These avenues, used well, can lead to a successful communication mix. It outlines on why the marketing communication is important and how it is used to understand how to further develop customer needs or how the products can be communicated in a better way for consumers

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Yuhang Wei's curator insight, September 26, 2013 10:42 AM

This is a very helpful article to help me understand the Marketing Communication Mix with some very good examples. The traditional components of the marketing communication are Advertising; Direct Marketing; Sales Promotions; Public Relations and Personal Selling. These five components are very important for almost every business companies when having decision-making. Advertising is " the mass media method of marketing communication and provides exposure to the largest, most geographically dispersed audience at the lowest cost per head." Nomally most exposure today are influenced by the mass media to promote the product/service. Therefore, advertising is very important in Marketing strategy. Direct Marketing enables companies to reach out directly to consumers without intermediary channels such as those required for advertising. It can be direct mail, catalogs, coupons and inserts, telemarketing, online marketing and television infomercials. It is very effective to let the consumers and marketers see the result right away. Personal Selling is the most dreaded as well as the most expensive of all methods in the marketing communication process. Sales Promotion is discussed here as part of the marketing communication process. Sales promotion simply refers to purchase incentives that you provide your customer with. And Public Relation refers to how you handle your relationships and the flow of information with your various "publics" or the people who have a stake in or are affected by your business. This includes the general public, consumers, shareholders, employees, partners, competitors and the government. All these components can help company to develop very well.

Holly Adams's comment, September 27, 2013 12:06 AM
@yuhang. great choice of article describing the communication mix and it's importance. All avenues (advertising, direct marketing, personal selling, public relations and sales promotion) are communicated very well in the above article and did help me understand the importance of the 5 avenues.
Shichi Zhong's curator insight, May 14, 2014 12:30 AM

This is a very helpful article to help me understand the Marketing Communication Mix with some very good examples. The traditional components of the marketing communication are Advertising; Direct Marketing; Sales Promotions; Public Relations and Personal Selling. These five components are very important for almost every business companies when having decision-making. Advertising is " the mass media method of marketing communication and provides exposure to the largest, most geographically dispersed audience at the lowest cost per head." Normally most exposure today are influenced by the mass media to promote the product/service. Therefore, advertising is very important in Marketing strategy. Direct Marketing enables companies to reach out directly to consumers without intermediary channels such as those required for advertising. It can be direct mail, catalogs, coupons and inserts, telemarketing, online marketing and television infomercials. It is very effective to let the consumers and marketers see the result right away. Personal Selling is the most dreaded as well as the most expensive of all methods in the marketing communication process. Sales Promotion is discussed here as part of the marketing communication process. Sales promotion simply refers to purchase incentives that you provide your customer with. And Public Relation refers to how you handle your relationships and the flow of information with your various "publics" or the people who have a stake in or are affected by your business. This includes the general public, consumers, shareholders, employees, partners, competitors and the government. All these components can help company to develop very well.

Rescooped by renaychand from Milestone Two: Integrated Marketing Communications
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Milestone 2 | Scoop.it
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...

Via Benjamin Finnigan, Teagan Adams
renaychand's insight:

This article gives good insight into the steps of actually creating an effective marketing communication mix. Starting most importantly with idetifying the target customer and choosing appropriate communication channels. The article also suggests ways of then measuring whether what a business is doing is successful. Either by looking directly at sales and any changes in business and also by asking the customer directly, where they heard about it, what part of the message got their attention, why they bought it from the place they did. the marketing mix looks are creating a strong communication with their potential consumers to ensure that it creates a large impact on the consumers communictiona nd relationship 

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JianWang's comment, September 26, 2013 10:36 PM
Anna I found this article very interesting and helpful as it provide a clear and simple steps. well worth a read!
Thapthim (Thim) Phithak's comment, September 26, 2013 10:49 PM
This article gives and describe the four key points steps in how to achieve effective communication mix. The key points are explain clearly and easy to understand. You don't need to use all the four points however just to keep in them in mind so you will know the methods of effective communication marketing.\
Thapthim (Thim) Phithak's comment, September 26, 2013 10:49 PM
This article gives and describe the four key points steps in how to achieve effective communication mix. The key points are explain clearly and easy to understand. You don't need to use all the four points however just to keep in them in mind so you will know the methods of effective communication marketing.