Milestone 2
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Rescooped by Thomas James from Week 6; Creating an effective communication mix, Measuring results against objectives
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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 Jillian Hor Maelynn
Thomas James's insight:

This article fits in to the IMC process "Creating an effective communication mix.Measuring results against objectives". The article is full of tips to reach your target market demographically speaking, by highlighting the fact the best way to attract your target market is to utilise the most popular marketing channel used by the group. Further along in the article it states that cost estimates are also a vital part of the process and a way to measure how effective your mix has been for your brand. This once again is a great article to any starting off business or existing one however is lacking depth an more information should be sourced to ensure succesful marketing.

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Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Yunqi Zeng's comment, September 26, 2013 11:48 PM
communication is one of the key elements in marketing strategy therefore it is important to select the effective marketing communication tool.
Rescooped by Thomas James from Week 7 - The Power of Ideas, integration across all media
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New Media Knowledge - The power of integration

New Media Knowledge - The power of integration | Milestone 2 | Scoop.it
New Media Knowledge (NMK) is a learning and business information resource for digital interactive media in the UK

Via Matilda Alisi
Thomas James's insight:

The above article fits in with the imc process of " The power of ideas; integration across all media. It shows how with the use of various media intergration a message can sent which builds up an image that is portrayed to customers. This article has a great layout with marketing stages whilst highlighting the fact that with so many types of marketing word of mouth still remains the most powerful. This article provides a teaching guide for companies starting up covering the do and dont;s in regards to marketing.


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Abby Sy Roldan's comment, September 26, 2013 8:30 AM
@Thomas. I agree. Word of mouth is becoming a trusted source of information. Message needs to have synergy in all the media used by the brand to communicate its message.
Matt West's comment, September 26, 2013 5:14 PM
@Thomas, I too agree that the layout of the article's marketing stages was well laid out. I found the article really easy to understand and the concepts were communicated clearly.
Scooped by Thomas James
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8 Direct Mail & Social Media Marketing Mistakes Your Small Business Are Making

8 Direct Mail & Social Media Marketing Mistakes Your Small Business Are Making | Milestone 2 | Scoop.it

I reviewed a well-known shared direct mail package recently and came up with these 8 suggestions that will help out every small business.

Thomas James's insight:

This article shows an in depth evaluaion of how small business' located in the United states are making 8 critical mistakes in regards to direct mail & social media marketing. A main focus of the article is highlighting the importantance of  social media and if a small business isn't making the most of these tools it limits the success the business will have. I think any small business stating up or even existing in the United States would find this article and its tips benefical to get that competitive edge all brands/companies are seeking.

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Melika Trott's comment, September 27, 2013 12:06 AM
I agree with German, its the simple things such as not putting the company website on flyers and hard copies of peomotional documents. This is especially important in New Zealand as you say because most of our business are reasonable small and unheard of.
Patrick Wong's curator insight, March 11, 2014 11:04 PM

what a great article explaining the little mistake the small businesses are making with direct mail and social media. often are about not having sufficient information on your social media/ your company is hard to find which make it hard for customers to have an efficient communication with the small business. Small business need to watch out this every little things because they are what make the business to have a good integrated marketing communication. 

Lili Wang's curator insight, May 15, 2014 5:42 PM

This was an interesting article to read as it clearly stated why some small busnesses are not succeeding in their industry as it talked about the factors that is holding them back.  Small businesses need to watch out little things because they are the core knowledge to ways that the company can improve on in the IMC process

 

Rescooped by Thomas James from The power of ideas; integration across all media.
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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

Via Tyler
Thomas James's insight:

This article is a great insight in to how by using integration a brands value is effected and fits into the imc subject of "The Power of ideas; integration across all media". This article futher states that advertising and media is no longer fully trusted so integration is now a necessity not optional. With consumers now requiring integration it has shifted the control from the brand to the consumer. A must read in regards to importance of integration for brands as without this success will once again be limited. 

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Sisyliana Halim's comment, September 26, 2013 10:16 PM
Hey Sean, i totally agree with you. It is important that companies keep their message constant no matter the target audience, the content of the advertisement or marketing may differ to suit the different segmented target, however in the end the company must be projecting the same message. If not the brand would have have a mixed or confused reputation which is not what IMC is for. In the long term IMC is to increase brand equity so if the brand is not getting recognized and being exposed in a positive way (increase in profit or increase in recall) then the message is not connecting to the image of the company
Onnie Wongchanon's curator insight, September 26, 2013 10:27 PM

This article explores the four integrated marketing campaigns that have effectively combined traditional methods since as conventional promotion offline marketing where they are face to face with consumers a long side with online marketing tools since as Facebook. A combination of the two advertisements is used effectively allows for a successful marketing campaign. The examples used in the articles are by Kraft Foods, Popeyes, and Dickies. 

Thapthim (Thim) Phithak's comment, September 26, 2013 10:39 PM
Hi Sean, I think that this article have given good examples which is good because it give me and idea of how i can integrate ideas across different mass media.
Rescooped by Thomas James from The MarTech Digest
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Direct Mail Marketing, Direct Profit? [Infographic] - Profs | #TheMarketingAutomationAlert

Direct Mail Marketing, Direct Profit? [Infographic] - Profs | #TheMarketingAutomationAlert | Milestone 2 | Scoop.it

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Via marketingIO
Thomas James's insight:

This article fits right in with the IMC subject "Direct Marketing and Consumer Engagement. It focuses on the supposed fact that Direct Marketing via print is dead which it acutally isn't as it has actually increased 3.6% increase since 2011. It has many interesting facts throughout the article such as direct marketing is 30 more times likely to generate a response from an existing customer than what a email would. However the most amazing fact for me was that 65% of people who receive direct marketing will either engage or make a purchase. This shows how signficant Direct marketing is when dealing with consumer engagement and how this succesful marketing technique wont disappear anytime soon.

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Dhanniya Sena's curator insight, September 24, 2014 7:29 PM

I think this is interesting for companies to note because though print advertising and media may be declining in the modern world, direct mail marketing can still lead to direct profit for businesses. This is because the direct mail is delivered to loyalty customers or consumers who have an interest to the company's products and the industry they are in. 

heeyeon yoon's curator insight, October 2, 2014 8:29 PM

Consumers today are more reliant on online browsing and they like to receive letter to email because, it is easy to check and marketer can reduce cost of money for send their information.

 

From the result by Bolt Insurance, direct mail marketing is increase. In 2011, direct mail spending $47.8 billion. Direct mail spending has been increasing in 2013 and will achieve a 3.6% growth through 2014, according to the projections cited by Bolt. On average, 6.5 in 10 people who receive direct mail marketing make purchases or otherwise engage with the business. These are the reason why direct mail marketing successes. Direct mail marketing is preferred way of receiving information. There are some examples of top areas in which people prefer direct mail marketing;

 

-Sensitive health information
-Treatment for a specific condition

-Financial services

-Mail-order shopping

-Insurance

MailShark's curator insight, February 19, 2015 3:08 PM

Awesome infographic with direct mail ROI statistics.