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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
Terry De Felice's insight:

This article covers aspects of the marketing mix and suggests methods to go about in order to influence a communication mix. Aspects such as advertising, sales promotion, public relations, direct marketing and interactive marketing make up the marketing communication mix. And Target customers, communication channels, cost estimates and measuring are the four steps. Step 1 is knowing and understanding who your target consumer is. Step 2 is what type of communication channel will best suit that consumer. Step 3 is adjustments that may need made to the costs of the marketing campaign if necessary. And finally step 4 is measuring the results of the campaign and them making any changes neccessary. 

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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.
Rescooped by Terry De Felice from Direct marketing and consumer engagement
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How brands are using photos on social networks for consumer engagement - Economic Times

How brands are using photos on social networks for consumer engagement - Economic Times | Milestone 2 | Scoop.it
Economic Times
How brands are using photos on social networks for consumer engagement
Economic Times
What do robbers do before going to work? Do they say a prayer? A pep talk? Pound some bourbon?

Via Ashleigh Brockett
Terry De Felice's insight:

This article talks about how brands are using photos on social media in order to achieve engagement. As humans like being visually stimulated and find images of relevence impotant to them, brand are allowing for themselves to engaged with in a new medium. Linking this article to a previous article that i scooped on Instagram which suggested that even though some brands dont have an official page, there is still a huge presence of that brand on the platform. The visual aspect of this method is what is appealing and is a good way for companies to engage consumers.

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Shay Narsey's comment, September 26, 2013 4:32 PM
Terry i agree with your insight on this article and it is a good article. From social media platforms such as Instagram is has shown that pictures work and the success of the site shows, It could be that pictures involves less involvement therefore people are more likely to take in the message and also engage with brands primarily because of the simplicity of it all.
Matthew Randrup's comment, September 26, 2013 6:38 PM
Terry i thought your insight was solid. I liked the mention about how consumers get visually engaged through images through media such as instagram.
Jonathon Muavaa's curator insight, May 11, 2014 11:18 PM

Photos on social networks for consumer engagement, a real captivating tagline for many companies, especially when companies are continually looking for the new methods of "getting their message out there" or marketing in a way that captivates the target audience and draws them closer to the brand, which in turn contributes to a high customer value, "PHOTOS" what everyone is continually surrounded by each and every day, whether it be a Snapchat photo, Instagram photo or a newly uploaded photo on Facebook about your new dog, photos have been around for a long time, but who would've known that it could actually benefit a company's marketing needs?

 

Companies today like "Nike" have used photos to create a strong brand image, and also expose their brand to all consumers, especially their target markets. Head of Marketing for Nike in India, Avinash Pant said "The consumer must feel like they are a part of something bigger," In today's world, marketing could go wrong or be absolutely superb, having a visual story to tell allows the use of this concept of PHOTOS to come to life, consumers are able to feel like they are apart of the brand, they feel as if they own the brand in someway, it is ideal that consumers are attached this way which in turn creates a strong positive word of mouth and also an awareness of brand loyalty. 

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Real Brands Need Real-Time Leaders - The Importance of Embracing Social Media in the C-Suite

Real Brands Need Real-Time Leaders - The Importance of Embracing Social Media in the C-Suite | Milestone 2 | Scoop.it

The impact of social media in the digital bazaar is undeniable. Consumers now demand more transparency, authenticity and engagement from their brands, and the businesses smart enough to pay attention are happy to oblige. But, for many businesses both large and small, a communication disconnect exists between executive leadership in the C-Suite and their customers. Many companies typically turn to focus groups, surveys, and customer satisfaction analyses to understand their audience, but stop there. While all of these techniques remain part of the marketing mix, the communication gap remains.

 

In today’s social world, CEOs, CMOs, CIOs and senior management must become aware of the many reasons for joining social networks. According to a study by Brandfog, consumers and employees hold company leaders who engage through social media in high regard.

 

The survey found that executives who engage their customers through social media can increase the company’s brand profile, instill confidence in their leadership team and build greater trust, loyalty, and purchase intent for customers. In fact, 82 percent of survey respondents stated that they were more likely to trust a company whose CEO and leadership team engaged on social media.

 

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Terry De Felice's insight:

This article talks about a disconnection between business executives and consumers. In the article they state that "82 percent of survey respondents stated that they were more likely to trust a company whose CEO and leadership team engaged on social media". This is not suprising as you would more likely trust a friend, especially on social media. This then allows for trust to be built between a company and consumers. On the other hand, some people may feel that brands are intruding in their personal life.

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Matthew Randrup's comment, September 26, 2013 6:46 PM
Terry , i liked your article social media engagement is important in todays marketing. Its all about making the consumer feel like they mean something to the company and i feel that this article explained this well.
Ahmed Salman's comment, September 26, 2013 9:30 PM
I agree with your insight terry. i really enjoyed this article. i like how you embrace social media and how it engages consumers.
Jarrod Gardiner's curator insight, September 26, 2013 10:25 PM

This aticle looks at why senior management should embrace social media. This is due to the fact that social media provides many ways for a brand to communicate to the consumer. It is important to engage senior mangaement as a lot of business find they have a gap between the conusmer and management which needs to be fulled. 

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The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing

The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing | Milestone 2 | Scoop.it

Well it’s about time. It only took them 5 years, but it looks like the top U.S. companies are finally jumping on the blogging/social media marketing bandwagon. At least that’s the upshot of this year’s installment of the annual study on social media adoption on the part of Fortune 500 companies conducted by the University of Massachusetts at Dartmouth Center for Marketing Research.


As the above graphic from the study illustrates, after steadying for a few years, corporate blogging is on the rise in 2012.

 

Here’s something interesting. Since the UMass Dartmouth study began tracking data in 2008, rank has influenced adoption of blogging in the Fortune 500, with corporations ranking in the top 200 out-blogging those in the bottom 200. This trend held steady in 2012, with 54% of all Fortune 500 blogs coming from the top 200 corporations, and 28% coming from those ranked 300-500.


Even though only 28% of the Fortune 500 seem to be accepting the benefits of blogging, those companies that have are doing it right. Fully 90% of the F500 companies that blog encourage comments, have RSS feeds, and take subscriptions. Here’s an excerpt from an abstract of the study:


“It appears that those companies that have made the decision to blog have utilized the tool well. There is frequent posting, on-going discussion and the ability to follow the conversation easily through RSS or email subscriptions.” 


TWITTER
According to the study, nearly three-quarters (73%) of the F500 have corporate Twitter accounts and have tweeted in the past month, an 11% increase over last year. Significantly, every one of the top 10 companies (Exxon, Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Berkshire Hathaway, Fannie Mae, Ford Motors and Hewlett-Packard) consistently post on their Twitter accounts.


FACEBOOK
Surprisingly, Twitter edges out Facebook in the percentage of F500 companies using their social network: just two-thirds (66%) of the F500 are now on Facebook, an 8% increase since last year. Further, only 8 of the top 10 companies (Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Fannie Mae, Ford Motors and Hewlett-Packard) have Facebook Pages. Exxon and Berkshire Hathaway are still holding out (come on, Warren, time to create a FB company profile!).


NEW SOCIAL MEDIA=SOCIAL VISUAL
In another shocker, the UMass Dartmouth study found that the F500 are actually starting to see the utility of social visual marketing platforms such as YouTube and Pinterest. Roughly 62% of the top 500 companies have a YouTube account, and 11 of them (2%) are on Pinterest. In an ironic twist, 1 of the 11 happens to be Eastman Kodak.


THE BOTTOM LINE
In spite of a relatively sluggish adoption curve relative to SMBs, the UMass Dartmouth study suggests the Fortune 500 are finally coming around to the obvious merits of social media marketing. Considering their massive reach, this should’ve been a more intuitive relationship earlier on, especially given the many ways social media can benefit these companies, from fostering direct consumer engagement and promoting online content marketing campaigns, to facilitating less-marketing-centric initiatives like hiring and fundraising.


In any event, this is good news for the small or medium-size business owner or marketer, if only anecdotally. When the top 500 companies in the U.S. start moving their massive resources to further integrate social media marketing into their existing operations, it is a powerful affirmation that SMBs should be doing so too.

 

To riff on the famous EF Hutton commercial: when the Fortune 500 talk, people listen.

 


Via Mikki Ware
Terry De Felice's insight:

This article talks about how after 5 years the Fortune 500 companies are starting to jump onto the social media bandwagon. Social media is a great place for marketers in todays society as there are many people using sites like facebook, twitter ect. These sites have alot of personal data about consumers and also allows for brands and companies to engage consumers. This article talks about how visual media is on the rise and how the fortune 500 companies are starting to see the benefits of using these types of outlets.

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Onnie Wongchanon's curator insight, September 26, 2013 9:45 PM

This is an interesting article about a market research done in America by the University of Massachusetts at Dartmouth. The research focuses on the use and adoption of leading companies in America terms of blogging and social media. Their research comprised of the Fortune 500 companies. Since the start of the research in 2008 there has been an increase from 16% to 28% of usage. As at 21 there are at least 73% of companies that have a corporate Twitter account and 66% of which have a Facebook account. Alongside these two major social media tools companies also take advantages of YouTube and Pinterest to show of videos and pictures. Ultimately it is a sign that companies are now using social media and blogging as a tool of communicating to customers. 

Josh Leuenberger's comment, September 26, 2013 11:10 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
Josh Leuenberger's comment, September 26, 2013 11:11 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
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Bringing It All Together:  Four Examples of Integrated Marketing Campaigns

Bringing It All Together:  Four Examples of Integrated Marketing Campaigns | Milestone 2 | Scoop.it

The following are four examples of integrated marketing campaigns that have been executed by Kraft Foods, Popeyes, and Dickies. Each of the campaigns has the same look and feel online as they do offline. The videos made for microsites were repurposed for TV ads and online pre-rolls keeping the campaign message consistent among all the media outlets used for each campaign execution.


Via Mele Tauveli
Terry De Felice's insight:

This article talks about four examples of integrated marketing campaigns by companies like Dickies, Kraft food and Popeyes. The main themes of the article are that both online and offline campaigns should align 'consistancy'. And how it is important for companies to maintain a positive image with consumers. This article also talks about how companies can work together in order to reach a greater success.

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Mele Tauveli's curator insight, September 26, 2013 8:10 PM

I think that the above article is a great example of how much power a company can have through its integration of ideas and integration across all media. I like it how the article shows the way integrated marketing campaigns have been executed by Kraft Foods, Popeyes, and Dickies. I find it interesting how the above campaigns have used a variety of media such as, TV ads, online (internet), print ads, and through microsite. I think that the way these campaigns have executed their campaign across all media is clever as it allowed them to gain loyal consumers and other positive reasons.

Norman Vaz's curator insight, September 26, 2013 9:19 PM

This article was very interesting it explains how the integration of marketing campaigns can create success specially with big multi-national companies. For example Kraft Foods is joining with hunger relief organization Feeding America to kick off “Huddle to Fight Hunger,” 'an integrated marketing campaign with the goal of donating at least 20 million meals' and it used consumer incentives, cinemas, newspaper and magazine ads, public relations, as well as social and mobile activities and in-store displays. 

Ahmed Salman's comment, September 26, 2013 9:32 PM
i Agree with your insight terry. i like this article and its 4 examples and uses of mass.