Program Planning, Objectives, Budgets, Measuring success
67 views | +0 today
Follow
Program Planning, Objectives, Budgets, Measuring success
Establishing Objectives and Budgeting for the Promotional Program
Curated by Paula Hudson
Your new post is loading...
Your new post is loading...
Scooped by Paula Hudson
Scoop.it!

Customer Engagement the sum of all parts

Customer Engagement the sum of all parts | Program Planning, Objectives, Budgets, Measuring success | Scoop.it
Forrester encourages companies to integrate their divisions to create a seamless flow between technology, data, and processes
Paula Hudson's insight:

"What tends to happen is it gets stuck in direct marketing or digital marketing and it never really makes it out into the customer experience. It never makes it out into the areas where customers have touch points."

 

more...
No comment yet.
Scooped by Paula Hudson
Scoop.it!

Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | Program Planning, Objectives, Budgets, Measuring success | 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...
more...
Max Downing-Webb's comment, August 22, 2013 3:54 AM
It's nice to see the SMART goals theory applied outside of the academic world. Good article Nona, this article is a great reminder to rethink and refine the objectives that make up a marketing program. Measuring success is a bit of a tricky one for marketers as there are so many variables which affect sales. Creating objectives with success standards and measures established at the same time is the best way to go about it, hence why the SMART framework is a very useful reminder here.
Victoria Clark's curator insight, September 15, 2013 11:40 PM

SMART is a set of objectives that if followed through can aid businesses and brands in getting where they want to go. Throughout this article these objectives are discussed so businesses and brands can work to creating objectives that are effective for a successful program to be able to begin. In businesses and brands, having SMART objectives are critical as they can cause either the up or the downfall of said business or brand. The use of SMART objectives leads to an evaluation and measurement of the success of a business or brands success. This article is very helpful and informative as it sets out what is needed, in the basic format, to achieve a great program and success.

Danielle Petersen's comment, September 26, 2013 8:06 AM
@Lily, I like how you gave the little examples of the SMART goals, putting it into perspective a little more. I agree that there is great value in adding the SMART goals into all aspects of a business, no matter what it may be as they are so easily adaptable to every and any business.
Scooped by Paula Hudson
Scoop.it!

Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Program Planning, Objectives, Budgets, Measuring success | Scoop.it
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...
Paula Hudson's insight:

"You create your marketing mix from a combination of advertising, sales promotion, public relations, direct marketing and interactive marketing."

 

This article is very helpful for guidelines on how to develop your communications so it reaches the consumer base. It details about the target customer, communication channels, cost estimates and measurements.

more...
No comment yet.
Rescooped by Paula Hudson from Program planning, objectives, budgets and measuring success!
Scoop.it!

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program | Program Planning, Objectives, Budgets, Measuring success | Scoop.it

Via Mike Kirkwood
Paula Hudson's insight:

"The evolution of promotion objectives is from the company’s marketing plan and it exists in its marketing objectives."

 

These objectives are determined by the results they achieve which is separate to that of IMC. That is to coordinate the objectives with the communication strategy and inform the consumer so that they will respond. It is also not entirely the advertising that is responsible for sales. Some influences such as economy and competition may enhance or lower expected outcomes.

more...
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.'