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Curated by Roshani Mehta
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Rescooped by Roshani Mehta from Planning, objectives, budgets and measuring success - IMC
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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | My Scoops- 2 | Scoop.it
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...

Via Erica George
Roshani Mehta's insight:

This article talks about how using SMART method to create your IMC objectives can ensure that they are achievable as well as measurable. Smart- is simple, measurable, achievable, realistic and timeless. Isn’t a new idea to us as marketing students. But it does give a format to create objectives. It provides a way in which objectives can actually be measures which I think is very important especially to IMC. The SMART method is simple, however can be the difference between a company overestimating and under planning to a company that is achieving its goals.

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Yuhang Wei's comment, September 26, 2013 9:57 AM
@Scarlett Yeounju Kim: I agree with your comment"The fundamental purpose of the IMC program is to build brand equity and communicate with current and potential consumers. This leads to an increase in profit and return on investment". This is the key point of IMC. The article used SMART objectives, which are used when communicating a product or brand. Simple; Measurable; Achievable; Realistic and Timeliness. These five elements can make sure the marketing communications success and then achieve the goals. You have a very detailed explanation about these five objectives and also your own opinions about the article. This is a very interesting and helpful article to let me understand the IMC deeply. IMC is about a process which contains many different elements to make the process better and SMART is one of these elements to help marketers develop the strategy well and also make the profit.
Holly Adams's comment, September 26, 2013 11:50 PM
@scarlett. Great article above, describes the usefulness of SMART extremely well. It is such a great thinking tool to have and MUST be uterlised effectively in every company and business. It allows us to stay focused one the important issue that is within each company. Often many company's (if not focusing on SMART) will miss the Simple aspect to a product or service. Many of us tend to over create and over think in product design and advertising. SMART is a must within a business and or company.
Shichi Zhong's curator insight, May 15, 2014 1:46 AM

The fundamental purpose of the IMC program is to build brand equity and communicate with current and potential consumers. This leads to an increase in profit and return on investment.

In order to do this, it is critical for IMC practitioners to establish objectives.  This article describes how to establish well-stated objectives. The author argues that ‘well-stated objectives are the across-the-board, key to success because they provide the foundation for measuring and evaluating the entire Marketing Communications Program’. They suggest utilising the SMART system and ensuring that objectives are: Specific, Measurable, Attainable, Realistic and within a Time frame. These standards mean that objectives must be defined one at a time, simple; easily assessed by number; achievable; feasible and having a specific time line. These are probably well-known go-to theories for a marketer. However, many marketers find it difficult to identify the critical steps to build IMC objectives. This is because IMC objectives need to be separated from marketing objectives. IMC objectives are also much more specific and require holistic approaches. However, establishing IMC objectives is an important task to create successful IMC programs because specific objectives are the foundation on which all other promotional decisions are made. If there is no decision-making process there is no success in business. In order to be successful, business objectives need to be evaluated as well. There are many uncertainties in the real world and the entire IMC program relates to a budget. Therefore, if the objectives cannot be measured this may indicate that they are not well established. Setting objectives can be troublesome but if there is no well-established objective there are probably no sales being generated.  As a marketer one should keep in mind that the purpose of an IMC program needs to have two perspectives: the first one is to generate sales and increase profit, the second is to communicate with consumers. 

Rescooped by Roshani Mehta from IMC: communication mix - brands increasing communication with consumers
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How are brands using audience involvement to increase reach and engagement?

How are brands using audience involvement to increase reach and engagement? | My Scoops- 2 | Scoop.it
Audience involvement is the process and act of actively involving your target audience in your communication mix, in order to increase their engagement with your message as well as advocacy to your brand.

Via Alex Butler, Prianka Patel
Roshani Mehta's insight:

I think this article was truely great!!! It put forth some very real tips about using social media effectively by brands. The first being secon screen- this is when consumers use communication tools such as the internet and smartphones to talk about what they are watching on tv. By using second screen- brands can create engagement with viewers, as viewers feel like they are actively participating in the campaign and can influence a certain decision or event proposed by teh brand. The second tip- is collaborative storytelling. This is when brands incorporate consumers ideas directly into the stories that they are trying to tell with their promotions. The exaple used in thearticle with the "thumbcats" is absolutely hilarious. They have people challenging cats to do things- with direct video responses of cats achieving the tasks. Adverttising like this can be super effective and makes a change from brands shoving their messages down consumers throats. This way makes it a lot more fun and way more memorable. The third tip- Famebook fans. Which is when brands have made complete adds from sratch based on a single persons idea/opinion/response on facebook. The Bodyform example is an awesome way too really humanize a brand- with Bodyform making fun of/ addressing a guy Richards response to Bodyforms advertisement. I think such ways of marketing through social media is fun and inventive as well as completely viral, gaining huge exposure for brands.

 

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Kristy Leong's comment, September 26, 2013 6:43 AM
@Janessa’s comment, How are brands using audience…” I think that this article was a good read and easy to follow and understand what they were saying about the communication mix process. I agree with Janessa that it could be the future for creative advertising as they are advertising the feedback from their consumers, which shows their loyalty basis. The 3 approaches discussed in the article are all based on consumer engagement online, which I think that it’s great to get a variety of a communication mix.
Reuben Gordon Dalziel's comment, September 26, 2013 4:21 PM
Social media is able to establish and build strong connections and engagements from businesses to audiences if used correctly. This particular demonstrates how marketers can use social media as a platform to extend their and improve their brand image. If used correctly, it can be a big part of the overall communication mix and allow the company to interact with consumers through videos, competitions and other forms of involvement, thus building a relationship with consumers.
Alysse Woodward's comment, September 26, 2013 8:57 PM
This article had me thinking; this approach using audience involvement to increase reach and engagement is a very good example of what supermarkets are doing at the moment, New World with their mini groceries and Countdown with their cutlery. Customers send a certain amount at their supermarket and in return get rewarded with a tangible item. This encourages customers to spend more (New World you have to spend $40 to get one mini grocery). For example I shopped at New World and spent $74 the lady at the counter asked me if I want to spend an extra $6 on something so I could receive a second mini grocery, so I did. Because I was encouraged to spend more money with New World I did because I was getting something in return. This had me engaged as a customer as I want to collect as many as possible. This campaign also attracts other customers that don’t shop at New World to change where they shop and go to New World instead. It also engages children as they want to collect all the mini groceries so they encourage their parents to shop at New World.
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Emotional Brand – Why Emotions Sell Better Than Discounts - Email Marketing Tips - Blog GetResponse

Emotional Brand – Why Emotions Sell Better Than Discounts - Email Marketing Tips - Blog GetResponse | My Scoops- 2 | Scoop.it
"Women are prone to #marketing addressing their sense of confidence & security" @handrzejewska http://t.co/EzI37VWqGB
Roshani Mehta's insight:

This article talks about how emotions can gain better results than discounts.  The results within the article were found from a research study on "the most important factors that drives people choices". Many companies use emails and newsletters for one purpose and that is to entice people to buy their products through discounts and limited time only promotions. If I open my email that is exactly what I see – a heap of discount related emails. I think with technology today it makes it a lot easier to access such information about sales and discounts, that they don’t really attract consumers anymore. Whereas brands that create emotional responses with consumers can make a greater impact, and can leave long lasting ideas about brands.  Brands need to put more focus into influencing consumer emotions instead of heaping discounts towards consumers.

 

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Alice Burke's comment, April 9, 2013 2:31 AM
Very interesting article Roshani :). We are forever being flooded with emails offering us $$ off, free samples etc, and most of us instantly hit the "delete" button. I think it makes perfect sense to use more enticing and emotional appeals in marketing through emails as this is what appeals to us most. I also found it very interesting that males and females are attracted to different aspects of adveritisng, for example men value status and a challenge and women value comfort and security. Overall, this is a good article to read and gives a short but succinct evaluation of emotional appeals and email marketing.