My IMC - 2
53 views | +0 today
Follow
My IMC - 2
Milestone 2 for scoop.it
Curated by Richard Ott
Your new post is loading...
Your new post is loading...
Scooped by Richard Ott
Scoop.it!

Guide to Integrated Marketing Communications (IMC) - Leaders in Heels | Only Womens Business

Guide to Integrated Marketing Communications (IMC) - Leaders in Heels | Only Womens Business | My IMC - 2 | Scoop.it
Marketing communications is a critical aspect of a company’s overall marketing mission and a major determinant of its success in a market. (New Post: So you think you know Marketing?
Richard Ott's insight:
Actually a pretty good rundown of some forms of marketing communications. A good guide for beginners! Although not really dedicated to our assignment I think this article does highlight certain issues with marketing jargon in the business environment. It's important to note that internal communications of marketing initiatives needs to be clear. Not everyone in a business gas done a marketing degree or fully appreciates marketing implications. So it's really important to have the whole business aligned to a strategy. As for these descriptions, they are worth a read for everyone to just help get their head around some of the basics. Obviously there's alot more that is involved than simply what's stated here...
more...
Ciaran Lowney's comment, April 4, 2013 3:49 AM
good basic article Richard. Reinforces that advertising and marketing are not the same thing..something I think a lot of people confuse!
Marareia Hamilton's curator insight, September 17, 2014 5:24 AM

It is important in an integrated marketing communications campaign that the most relevant media channels are selected. These channels need to be applicable to the market in which a business targets to ensure the message is delivered. This will not only be more functional it will also be more cost effective. Therefore understanding the target market is one of the most crucial first steps in developing an integrated marketing communications strategy.

Scooped by Richard Ott
Scoop.it!

Consumers love mobile, but what about advertisers? 4 top brands give their views

Consumers love mobile, but what about advertisers? 4 top brands give their views | My IMC - 2 | Scoop.it
...My own take is that mobile is an extremely compelling platform. Sensors such as GPS and gyroscopes allow marketers to learn more about the consumer’s immediate need than ever before. Smartphones are nearly always on us, meaning they’re instantly available — especially when we’re making purchase decisions. Mobile is a way to capture and inform consumers at the bottom of the purchase funnel. Instant access to infinite stores of data can provide the kind of information you could only get from the best-trained salespeople. One key to success in mobile is understanding how consumer behavior is different in mobile environments and adapting to it. “Mobile ads really need to be designed from the ground-up as mobile,” Clancy said. “We cannot simply shrink web banner ads and plunk them onto the mobile screen and expect that it will be valuable for advertisers or consumers.”
Richard Ott's insight:
I think the last few paragraphs are the most important...advertising banners can't just be shrunk down to fit mobile screens, and need to be designed specifically for mobile platforms. I agree that mobile devices today have influenced alot of how we as consumers find information. Utilising GPS and similar technologies available in mobile devices will open up a whole new way of promoting products and services. Alot more research needs to be done on the impact in consumer behaviour and potential influence mobiles have on our purchasing. The way consumers use their mobile and tablet devices, as well as home PCs can have dramatic implications. All have unique features and benefits that have enabled consumers to adjust many traditionally held beliefs on buyer behaviour. New promotional and advertising techniques need to be developed to capture these opportunities!
more...
Elly Nooyen's comment, April 7, 2013 1:57 AM
I agree with you here Richard, having a smart phone myself and seeing the ads shrunk down is definitely not effective, you can barely read them! I most certainly agree that mobiles influence purchasing as they are easy to access, anything you need to know your easily able to search it or use an app. It makes purchasing products for consumers more basic. But definitely new advertising and promotional techniques need to be used.
Richard Ott's comment, April 7, 2013 6:39 PM
great idea Ciaran....i wasnt aware of that. ill have to try it. Thanks!
M Donald's comment, April 8, 2013 7:19 AM
Good article here you have scooped.
Yes i agree with this article, as I am constantly on my phone. It does not mean I'm necessarily texting or on the internet though rather I could be planning my day, checking emails, checking my account balance etc.
This article has firms response as to whether or not they love mobiles. Yes consumers engage with their phone a lot however not everyone had internet access on their phones- it would be foolish if a large amount of money was allocated by companies to create shrinkable adverts for mobile phones.
Adverts I believe should be big bold and effective.
Scooped by Richard Ott
Scoop.it!

7 Steps to Planning a Productive and Successful Promotional Campaign

7 Steps to Planning a Productive and Successful Promotional Campaign | My IMC - 2 | Scoop.it
Learn how to plan a productive and successful promotional campaign in just seven easy steps.
Richard Ott's insight:
I think I'm on an educational scoop this week. Here is another good seven step guide through the process of planning a promotional campaign. It's a good article covering how the theory we are learning can be utilised in real strategic and marketing plan. I think it's good to find articles that reinforce what we are being taught. It IS used in the real world.
more...
Ciaran Lowney's comment, April 4, 2013 3:46 AM
totally agree Richard. I wonder if the people behind the BNZ is money good/bad campaign should read this article. Certainly I don't think that IMC campaign was well understood and I doubt people were stimulated to take action..as the call to action wasn't clear!
Richard Ott's comment, April 7, 2013 6:45 PM
i dont disagree with the comments in regards to the BNZ advertisements being confusing...but as a PR and publicity campaign it certainly got people talking....i think the hype created (possibly intentionally by the confusion itself) was brilliant for the companys brand awareness....by the end of the series everyone knew about the campaign...so if the strategy was to create discussion about the BNZ brand then it was most certainly achieved. Not all advertising strategies involve measurements of sales value.
Ciaran Lowney's comment, April 7, 2013 7:02 PM
Got me talking, but didn't improve their brand image in my mind.

However have you seen the new BNZ IMC, "work until I die?" I really like it. I first heard this on the radio without mention of BNZ or the reason for the campaign. The quirky and catchy tune got me. When I found out it was for retirement and kiwsaver i really got the organising idea with a call to action!

https://www.facebook.com/BNZBank/app_425958674154829
Scooped by Richard Ott
Scoop.it!

7 Key Steps to Creating an Awesome Infographic | Business 2 Community

7 Key Steps to Creating an Awesome Infographic | Business 2 Community | My IMC - 2 | Scoop.it
The younger generation would rather watch a 2 minute video than read a page of text. How do I know that?…because I asked them.
Richard Ott's insight:
Is this the new direction for marketing? Infographics and blogs are gaining more viewers thanks to the spread of information through social media. This article offers a good guide on creating the strategy behind a strong Infographic. Comparing the millions that is often sunk into advertising and promotional campaigns the use of social media and blogs can be a very cost effective solution to reaching target markets!
more...
James Copson's comment, April 6, 2013 8:11 PM
I agree that people of all ages would rather watch a video which is much more interesting than read a whole page. Through actually seeing what the video it about is much more compelling and I agree with you Richard on it being more cost effective to advertise through this method than traditional advertising.
Elly Nooyen's comment, April 7, 2013 1:49 AM
I agree with your take on the article aswell, I definitely believe that the use of social media would be a cost effective, especially with the continuous growth of social media and blogs throughout the younger age groups. I know I would definitely prefer a two minute video rather then 2 page article.
Richard Ott's comment, April 7, 2013 6:42 PM
so judging by the comments...case and point...even this small sample of only 4 people, 100% prefer video content rather than words....very interesting!