IMC Scoop IT AUT Charles
70 views | +0 today
Follow
IMC Scoop IT AUT Charles
A Collection of scooped articles relating to IMC
Curated by Charles Don
Your new post is loading...
Your new post is loading...
Scooped by Charles Don
Scoop.it!

Communicating Value to the New Consumer « The New Consumer

Communicating Value to the New Consumer « The New Consumer | IMC Scoop IT AUT Charles | Scoop.it
Charles Don's insight:

Interesting article that examines the way in which communicating to consumers needs to change as consumers priorities change. It's about making sure that you tell them they will get the right value not more value. Great point.

more...
Matthew Macdonald's comment, April 9, 2013 6:46 PM
This is a fantastic article. I found it interesting how the article puts into perspective how consumers motives and feeling towards service and products have changed over the decades. IMC emphases the importance for creating value for customer through different touch points, this article i feel focuses on creating value through the use of great customer service witch seems to be a vastly growing factor in today's shopper society.
Kajal Bhaga's comment, April 9, 2013 6:49 PM
Yes, I agree with you Charles that is a good point! VALUE VALUE VALUE, that’s what it’s all about in today’s world. Consumers want value and I think that brands need to communicate value to consumers really really well in order to be effective.
Scooped by Charles Don
Scoop.it!

Determining a Budget - Integrated Marketing Communication

Determining a Budget - Integrated Marketing Communication | IMC Scoop IT AUT Charles | Scoop.it
Boundless' free textbooks and study tools makes education more affordable, accessible, and effective for students and professors.
Charles Don's insight:

This is a good overview for budgeting considerations around an IMC and has some interesting points about factors that may be considered with setting a budget for an IMC campaign, but there isn't a great amount of detail.

more...
Matthew Macdonald's comment, April 9, 2013 6:28 PM
Setting a budget is essential when creating IMC planning to assist in allocating funds to the correct points needed for integrated marketing. I believe the most important part of the article is when determining a budget for IMC is to understand the 7 components talked about at the end of the article. If a manager can understand these components he/she should then be able to apply an appropriate budget.
Kajal Bhaga's comment, April 9, 2013 7:03 PM
Yes, I agree with the both of you Charles and Matthew. I think that determining Integrated Marketing Budgets is very important. And that marketing budgets aid in the planning of operations by forcing managers to prioritize activities and consider how conditions may change.
Scooped by Charles Don
Scoop.it!

Integrated Marketing Communications - Then And Now - Forbes

Integrated Marketing Communications - Then And Now - Forbes | IMC Scoop IT AUT Charles | Scoop.it
So I'm thinking I may need to see a doctor or someone in the medical profession for it is becoming quite apparent that I am addicted to integrated marketing communications or at the very least I am obsessively compulsive over it.
Charles Don's insight:

This article offers an easy to grasp explanation of how IMC works and why it is important. I particullarly like the reference to how different channels compliment each other. The example of brick and mortar and online retail working to support each other rather than against each other was a surprising example of the power and value of IMC.

 

more...
Matthew Macdonald's comment, March 19, 2013 11:29 PM
I agree that this article is helpful to grasp the concept of IMC and why it is important to both small and large companies. It is interesting when the author uses old and current definitions of Integrated Marketing Communications where you can see IMC has grown with technology and will continue to do so., for example current IMC is focused on the "online and offline" strategies.
Kajal Bhaga's comment, March 20, 2013 8:44 PM
I agree with the both of you Charles and Matthew. This article proposes a clarification of how IMC functions and why IMC is so valuable and significant in a way that is ‘comfortable’ and simple to understand. Above all I mainly liked what Dwight Griesman said: “Online has a proven ability to amplify the message, reach and impact of our marketing aka traditional word of mouth marketing on steroids, and then some. Integrating your messages, benefits, branding etc makes tremendous sense. If the concept is good enough to take to market, then it should be good enough to be executed in an integrated manner”. I think this article is interesting, enjoyable and funny. I believe this is a good and effective article to read about IMC :)
Scooped by Charles Don
Scoop.it!

Change Consumer Behavior with These Five Levers

Change Consumer Behavior with These Five Levers | IMC Scoop IT AUT Charles | Scoop.it
If you want to really reduce your environmental impact, you need customers to pitch in.
Charles Don's insight:

This article is less about consumer behaviour and more about the power of brand but I think it makes some powerful arguments about the strength of brands and how brands can be used to do something more important than simply moving units and create positive change.

more...
Kajal Bhaga's comment, April 9, 2013 6:33 PM
I agree with you Charles, I think that the strength of brands is inevitable. Can you think of any examples of brands that change consumer behavior with the levers? - Make it understood, make it easy, make it desirable, make it rewarding and make it a habit.
Matthew Macdonald's comment, April 9, 2013 7:04 PM
I do see what you mean Charles about how it focuses more on the power of the brand, I struggle to see the relevance to any IMC concepts it more talks about the how consumer behavior can change with the reduction of environmental impact etc...
Rescooped by Charles Don from (Higher) Education & Technology
Scoop.it!

How marcomms professionals are getting research heard

How marcomms professionals are getting research heard | IMC Scoop IT AUT Charles | Scoop.it

Marcomms professionals are the intermediaries between the researcher and their audiences.


Via dirkvl
Charles Don's insight:

This article offers some great insights in to the value of strategic partnerships in IMC. It makes clear the value of engaging with marcomms professionals for people involved in any sector. I like the focus away from the commercial sector. 

more...
Matthew Macdonald's comment, March 21, 2013 11:13 PM
This article does talk about the importance of communications, but not in detail about how communication partnerships are built or how they use strategies to increase brand equity.
Kajal Bhaga's comment, April 8, 2013 2:51 AM
I found this article to be quite interesting and I can say that I enjoyed reading it. I agree with you Charles, this article sure proposes particularly nice visions in integrated marketing communications in terms of the importance of strategic partnerships. I also agree with your statement Matthew.
Scooped by Charles Don
Scoop.it!

Organisation of Integrated Communications-L Christensen

Charles Don's insight:

Reading this article I felt it offered some valuable insights into the difficulties faced in integrating communications. I thought of paticular relevance was the reference to the fact that many organisations deem only management capable of communications which in turn alienates the majority of the organisation from the iMC process.

more...
Matthew Macdonald's comment, March 19, 2013 11:48 PM
When reading this article i agree it had in depth knowledge into integrated communication and also spotted the difference between integrated communication and integrated marketing communication. relating this article to IMC was easy through communication but it also opened my mind up to the fact that its not just communication that is needed it is also the consistency of the brand and the message it is trying to give - "without consistency between messages, procedures and behaviours, words and deeds, organisations cannot expect to be recognised as legitimate players in the contemporary globalised world"
Kajal Bhaga's comment, March 21, 2013 11:15 PM
Yes I agree, I found this article to be helpful to me with understand ing integrating communications. This article allowed me to broaden my knowledge a bit more on the IMC concept. Also, I think that many of these organisations would achieve better results if management were not the only one who is thought to be 'accomplished' of communications. I think that for the concept or the process of IMC to succeed within an organisation the company needs to work together and learn from each other.