This article focuse on how for IMC to take place you need to firstly have the budget to do just so. Hence budgeting is very important in establishing what IMC method you will be using or what different methods may need more funding. It forces managers to take a more hands on approach in making sure the allocation of funds planning and managing the right IMC method is key in having a successful marketing campaign for your product.
Integration is the most fundamental aspect of IMC. This article reflects on why we as marketers always have to use integration in all aspects as it is a communicating too to the consumer which establishes what your brand stands for and what it is its identity in the market place. This article also comments on how consumers would be satisfied and companies would be very successful if they used integration in their marketing.
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.
The "Intelligence Report: Social Platforms" found that the visual component of Instagram has helped the platform grow to 100 million users with the average luxury brand having 100,000 followers. Other visual platforms such as Vine, Pinterest and YouTube have grown significantly and continue to be platforms for brands to deeply engage with consumers.
"For all the mindshare that it occupies, social media ultimately drives very little ecommerce, less than 0.25 percent, and site traffic, less than 3 percent, for prestige brands," said Danielle Bailey, research lead L2 Think Tank, New York....
This article is very insightful as it shows how brands are using Instagram without even opening an account. Consumer engagement is high visually when looking at products and so forth and Instagram is helping these brands promote themselves without even lifting a finger as consumers are actively promoting these brand through hash-tags and so forth on this platform. Hence marketers should be vary that they should use all the visual social media platforms as much as they can because as far as consumer engagement goes consumers are getting more engaged visually with brands on these social platforms.
Brands can no longer rely on price promotions and discounting to spark customer engagement, according to Robert Passikoff, president of Brand Keys consultancy. Emotional engagement, Passikoff told Loyalty 360, is the dominant driver of purchase decisions and brand loyalty.
Passikoff’s company has compiled the Brand Keys Customer Loyalty Engagement Index for 17 years and he has seen the evolutionary factors that impact brand loyalty. This year’s edition comprised 39,000 participants (aged 18-65) who self-selected the categories in which they are consumers, and the brands for which they are customers.
Passikoff said there has been a “seismic shift” in how customers emotionally engage with products. Advertising and promotions drive consumer behavior, but “no matter how entertaining the ad, it’s extraordinarily less powerful than being able to leverage emotional aspects of the product and service themselves.”
This article reflects upon how it is not only enough to communicate with a consumer but the product or brand has to create connection on an emotional level too. Which would be a Win-Win situation for both as the consumer would be satisfied as it would give them a reason to purchase the product not only because of a special and the brands would benefit as they would build consumer loyalty as the example of Samsung triumph over apple.
This article talks about how important a brand is in maintaining a good image of a company. It relates to IMC where you have to have strong communication with the brand and the customer, as maintaining a brands image takes a lot of time and effort so IMC would be key in analysing the target market of the brand so that it does not lose focus on what is important. Also well-known and maintained brand's for e.g. Apple can sell record numbers off its products because of its strong brand image with consumers already knowing what they are buying into as they have that emotional connection with the brand visually.
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