Number 2- Milestone IMC
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Number 2- Milestone IMC
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Rescooped by M Donald from IMC: Milestone 2
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IMCrazy: Establishing Objectives and Budgeting for the Promotional Program

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program | Number 2- Milestone IMC | Scoop.it

Via Mike Kirkwood, Connie Guan, Cecilia Sagote
M Donald's insight:

Integrated marketing communications are messages that are used in order to communicate with a certain market. This article talks about what is advertising and how it is significant and the value is has.

The first points of the article discuss advertisements are making people aware of either the product or the service and reinforces a products message. Examples are used which is good for us readers so that we are able to understand the points of this article.

 

The advertisement and communication are linked to the marketing objectives.  IMC objectives are based on certain communication tasks and should align with the message that is to be delivering to the target audience. 

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Manasi Ambavane's comment, August 22, 2013 10:56 PM
Yes Renay i agree with your point like advertising is really important for the brand as to get awareness of the product. All consumers should be aware of the products and services launched in the market. In article it states that marketer should have objectives of share, profits etc.
Aleisha Snell's comment, August 23, 2013 12:09 AM
All businesses have expenses they need to allocate within the company. A major expense that's evident is the marketing and advertising expense. This can be in a companies favour however also it can be in a negative light. If they allocate to much money to marketing and it doesn't generate the right response then it is a negative aspect for the business. Although, if they generate a lot of sales from the amount of money spent than it can be positive. Businesses need to be logical and strategic when allocating a budget as they need to be able to break even as well as maintaining a consistent level of consumers that are in their target group.
Duncan Robertson's comment, September 23, 2013 9:18 PM
I agree with Andre's insight: by developing all the objectives, analysing budgets and adjusting the promotional plan will create a road of success to your business. As Andre states: ''The primary role of IMC is to communicate the brands knowledge and interest, favourable attitudes and image and purchase intentions.'
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Communicating with customers using SMS Text Message.

Communicating with customers using SMS Text Message. Let's be honest, the idea of getting text messages from a company or a 'brand' isn't exactly something that most people desire or even like. The fact is, the mobile ...
M Donald's insight:

What an interesting article.  This article I find is easy to relate to; especially the part when it says “receiving a text message from a company isn’t exactly what most people desire”. The author is right,  I think using personal mobile numbers is taking advertising to far. Our mobile phones are for “personal” use and nothing else , especially not for receiving junk from businesses.

 

 

The article talks about using direct customer service which is a great way to get people to opt in especially if you have the type of business where they may need to wait while something is being shipped to you, you are then able to receive or text the company yourself about updates on your delivery etc.

This is more person and efficient for customers, many customers would prefer this but also some not so tech- savvy customers would dislike this idea…in my opinion. 

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16% of email marketers don't measure inbox deliverability

16% of email marketers don't measure inbox deliverability | Number 2- Milestone IMC | Scoop.it

Knowing whether or not your emails are reaching the consumer’s inbox is one of the most basic measurements of email marketing.

 

Yet a new survey of 333 senior marketing executives by Return Path shows that 16% of marketers have no way of tracking email deliverability. In fact only 41% of respondents said they had the information readily available in a dashboard. The difficulty that marketers have in measuring campaign success is reflected in the fact that 26% of marketers claimed that knowing how to optimise email marketing was the greatest challenge they faced, while 24% said that analysing campaign results was the biggest challenge.

 

 


Via ReturnPath_FR
M Donald's insight:

Quite intriguing stats!

To think that one of the most basic measurements of email marketing  still shows that  from a survey of 333 senior marketing managers…16% of marketers had no way of tracking email deliverability.

The difficulty that marketers have in measuring campaign success is reflected in the fact that 26% of marketers claimed that knowing how to optimise email marketing was the greatest challenge they faced, while 24% said that analysing campaign results was the biggest challenge.

 

The question and answers give the readers a good indication of what marketing tactics are able to be implemented and what are the most popular ones.

It’s quite bizarre that 16% of top marketing companies are unaware of tracking the emails.
You would think as marketing managers they would know how to do this especially because marketing is considered as messages / related media which is used to communicate with a market.

 

 

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