Norman's IMC articles.
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Rescooped by Norman Vaz from Program Planning, Objectives, Budgets, Measuring Success and Emotional Marketing IMC - Milestone 2
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Determining a Budget - Integrated Marketing Communication

Determining a Budget - Integrated Marketing Communication | Norman's IMC articles. | Scoop.it
Boundless' free textbooks and study tools makes education more affordable, accessible, and effective for students and professors.

Via Manea Murray
Norman Vaz's insight:

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. 

 

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JianWang's comment, August 22, 2013 9:30 PM
Interesting viewpoint on budgeting
Elle's comment, September 24, 2013 3:56 AM
Cameron - the article clearly define the essential purposes of budgeting and explores how marketing plans affects the budget. This seems relatively useful and would benefit businesses if they kept these in mind when making decisions.
Linda Huynh's comment, September 26, 2013 2:07 PM
@Chen Sun, a great article on the importance of budgeting, that is clearly defined with the essential purposes and how the budgets can be affected through marketing plans. This article is useful for businesses and should really read this as well and help them in decision making.
Rescooped by Norman Vaz from marketing concepts
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Integrated Marketing: If You Knew It, You'd Do It

Integrated Marketing: If You Knew It, You'd Do It | Norman's IMC articles. | Scoop.it
The glut of places to advertise makes it easy to confuse customers with contradictory messages. Execute a strategy that integrates all your efforts

Via Willicia Spider-Silva Vake
Norman Vaz's insight:

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.

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Aleisha Snell's comment, August 23, 2013 12:21 AM
This article is benefitcal for any business as it outlines that interegation for IMC and companiesare infact an important aspect. however it is important to understand that too much integration can cause conflict. Companies as outlined in the article can either get away with using the same marketing messages however there are companies that needs to reinforce the same message but in a new context to help them grow.
Yuhang Wei's curator insight, September 16, 2013 1:03 AM

A very professional explanation about integrated marketing. "Integration means communicating a consistent identity from message to message, and medium to medium, and (more importantly) delivering consistently on that identity." This sentence pretty much explain the whole thing about integration. It does not only mean integrate different message or information together but more important is how they get to integrate and what is the outcome after the integration. Many organizations are now focusing on integrated marketing to improve the efficiency of the whole system. Like the title said: If you knew it, you'd do it.

Shichi Zhong's curator insight, May 14, 2014 12:26 AM

A very professional explanation about integrated marketing. "Integration means communicating a consistent identity from message to message, and medium to medium, and (more importantly) delivering consistently on that identity." This sentence pretty much explain the whole thing about integration. It does not only mean integrate different message or information together but more important is how they get to integrate and what is the outcome after the integration. Many organizations are now focusing on integrated marketing to improve the efficiency of the whole system. Like the title said: If you knew it, you'd do it.

Rescooped by Norman Vaz from Public Relations & Social Media Insight
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Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research

Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research | Norman's IMC articles. | Scoop.it

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....


Via Jeff Domansky
Norman Vaz's insight:

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.

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Anna Kong's comment, September 26, 2013 9:31 PM
i agree with you jian wang. this article is very informative, it shows that by engaging with consumers it does help the company with its branding and it also applies for free markets.
oliviachristy's curator insight, October 2, 2014 6:00 PM

Consumers need to be engaged or they will switch off. The implication for marketers being that their messages won't be transmitted. 

Facebook is more content heavy than Instagram, with more opportunities for users to engage; group formation, events, sharing for example. Perhaps that has become their downfall in managing to keep their users engaged.

The more messages we see daily, the more we filter out. Instagram is free from complexity and a bombardment of messages and content. It might be its simple, image based, to the point structure that holds an increasingly impatient publics' attention.

luke sumich's curator insight, October 2, 2014 10:38 PM

Want consumer engagement for a luxury brand? Use Instagram

Rescooped by Norman Vaz from Integrated Brand Communications
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Brands Need Emotional Edge to Spark Loyalty | Loyalty360.org

Brands Need Emotional Edge to Spark Loyalty | Loyalty360.org | Norman's IMC articles. | Scoop.it

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.”


Via Russ Merz, Ph.D.
Norman Vaz's insight:

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.

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Rescooped by Norman Vaz from Milestone 1
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Why A Brand Matters - Forbes

Why A Brand Matters - Forbes | Norman's IMC articles. | Scoop.it
In one sense, perhaps the most important sense, a brand is a promise. Think of some top brands and you immediately know what they promise: McDonald’s, Coca Cola, Budweiser, Ford, Apple, MetLife.

Via Erica George, Ilona Hussain, Kier Segui
Norman Vaz's insight:

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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Calvin Romeo's comment, August 21, 2013 12:18 AM
Branding is one of the foundations during the building process towards achieving a successful business/product. It provides consumers with something intangible to associate with a particular company in terms of core values or even the sense of a personality for that person. This article is quite good as it stresses the importance off having a strong well recognizable brand and there is no quick easy method in creating a strong brand. This article mentions that it cost millions and could take years to create/produce a strong brand and in doing so having a good ‘Brand’ could be a major asset for a business.
MARTIN LEE's comment, August 21, 2013 4:34 AM
This article helped me to gain insight on how big brands have become common household brands. This can be linked to the strength of their brand identity in the marketplace. A brand is a perception that is resulted from experiences with, and information about a company or product. The article states that many big brands invest heavily to increase brand exposure. However, the article concludes by saying that sometimes, it's the small things that help to build brand identity. The article uses an example of a coin counter at TD Bank. This can be seen locally, with some ASB branches using coin counting machines to target younger savers, then hold on to them through their lifetime.
Samantha Brown's curator insight, August 11, 2014 8:45 PM

I thought this article was great as it described branding as not only the use of symbols, logo, word, fonts etc. It also talks about the memorability of a brand and examples of personnel touches that companies can incorporate to make them individual and special to people. A little extra effort shows that you care.