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Developing Effective Marketing Communication Mix | eHow

Developing Effective Marketing Communication Mix | eHow | Program Planning, Objectives, Budgets, Measuring Success | Scoop.it
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.

Via Erica George, jaklinissaeva, zzz, Somerville Communications UK SMB
Vrinda Soma's insight:
The article Developing Effective Marketing Communication Mix written by Karan. S  Johnson has given a descriptive step by step instructions on how to effectively communicate with consumers.   The article starts of by talking about the 4 P and P for promotion is all about marketing communications, I thought this was an excellent point to make in this article as it is related to the topic.The steps for developing effective marketing communications are:

Identify your target audience

Create your key message points

Identify your apertures

Write your plans

Identify your tactics

 

We can identify target audiences by researching demographics to pinpoint the audience’s characteristics for example, age, buying habits and other behaviours that is related to your organisation. Creating key message points is very essential, this step is related to communicating with your audience. Identifying apertures are opportunities, or openings, you can use to reach your audience segments. After you acknowledge your audience, message points, and available opportunities you need to develop a working plan to help you execute your mix or marketing communications. At last, you need to identify your tactic, this requires aligning your strategies and apertures with the techniques that will best meet your objectives.

In my opinion, the author has written a great article, which allows marketers, especially students understand how we can effectively communicate with the consumers.  

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Elaine Li's comment, September 27, 2013 1:07 AM
Great insight. I think this is a great article in relation to our week 6 coursework because it gives a great develop on how to set up an effective communication mix. In order to implement a good strategy through the marketing promotional mix, there are five steps listed:
1. Identify your target audiences
2. Create your key message points
3. Identify your apertures
4. Write your plan
5. Identify your tactics.
As long as you follow these steps, marketing communication mix will not be a problem to your business anymore.
Swati Tiwary's curator insight, October 2, 2013 9:48 AM
This article outlines the importance of developing an effective marketing communication mix. effective communication with consumers is vital for any business. This part comes under the promotion part of the marketing plan. It is important to have a variety of communication techniques as the target audience for every product is diverse. This articles states 6 ways of developing a good communications mix: 1) its important to have identify the target audience: this can be done by a good extensive research. The target audience needs to be further segmented into categories such as current customers, prospective customers and early adopters 2) Create your key message points: it is important to pin point the key messages that the company wants to impart to the consumers 3) Identify your apertures: it is important to find out the opportunities or openings to reach their audience. For example if a company wants to reach school children then they need to make use of a classroom 4) Its important to write the plan: Writing the plan in a clear and concise manner is important. They key objectives and the plan to fulfill them is important so people have clear guidelines to follow 5) Identify the tactics: tactics are important to meet the overall objective. Its good to use tactics that would appeal to the target audience. Effective communication is vital for integrated marketing communications. communication is not a straight forward or a single dimmentional thing. Its multi faceted just like the market and its consumers. hence it is important to have a mix of different communication strategies to cater to all the different segments of the target audience
Rachel Chen's curator insight, October 3, 2014 12:10 AM

It is a really good base for entrepreneurs and marketers in new startup businesses, as well as organisations who wish to increase brand awareness across a wide audience. It’s first important for any firm to identify its target audience with the use of demographic factors like age, buying habits and any other habits relevant to the organisation. It’s also important to create a key message with the direct information that is going to be communicated to the customers and target audience. This basic process will be the keystone to implementing an effective communications mix and highly recommend using it as planning tool for planning your promotional approach.

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Bringing It All Together:  Four Examples of Integrated Marketing Campaigns

Bringing It All Together:  Four Examples of Integrated Marketing Campaigns | Program Planning, Objectives, Budgets, Measuring Success | Scoop.it

Via Tyler
Vrinda Soma's insight:

Week 7

The article talks about how big brands such as Kraft foods, Popeyes, and Dickies have successfully incorporated integrated marketing communications. The videos made for microsites were repurposed for TV ads and online pre-rolls keeping the campaign message consistent among all the media outlets used for each campaign execution. These big companies have been around for years, Kraft foods markets their offerings by consumer incentives, cinema, newspaper and magazine ads, public relations, as well as social and mobile activities and in-store displays. They use a variety of media channels to effectively market their products.  Kraft foods and the other big brands have taught us how important it is to campaign and to communicate with the consumers. I agree with this article using different media channels to communicate with the target audience is very important.

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Sisyliana Halim's comment, September 26, 2013 10:16 PM
Hey Sean, i totally agree with you. It is important that companies keep their message constant no matter the target audience, the content of the advertisement or marketing may differ to suit the different segmented target, however in the end the company must be projecting the same message. If not the brand would have have a mixed or confused reputation which is not what IMC is for. In the long term IMC is to increase brand equity so if the brand is not getting recognized and being exposed in a positive way (increase in profit or increase in recall) then the message is not connecting to the image of the company
Onnie Wongchanon's curator insight, September 26, 2013 10:27 PM

This article explores the four integrated marketing campaigns that have effectively combined traditional methods since as conventional promotion offline marketing where they are face to face with consumers a long side with online marketing tools since as Facebook. A combination of the two advertisements is used effectively allows for a successful marketing campaign. The examples used in the articles are by Kraft Foods, Popeyes, and Dickies. 

Thapthim (Thim) Phithak's comment, September 26, 2013 10:39 PM
Hi Sean, I think that this article have given good examples which is good because it give me and idea of how i can integrate ideas across different mass media.
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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 ...

Via James Marbeck
Vrinda Soma's insight:

Week 6, creating an effective communication mix.

I enjoyed reading this article it was written in a way which made it easier to understand what marketing mix is and how useful. The article pointed out the different ways of the importance of the marketing mix, and how an organisation can gain more customers just by effective communication. This article explain what the four subcategories of creating the effective communication, which is target customer, communication channels, cost estimate, measuring. How will this help the organisation? The target customer is about knowing who will purchase your offering, this will allow the company to access what age group they need to market the offering too. Once knowing you target audience the will understand what media channel to use, whether its magazines, television or billboards. The next step is to understand the cost of the marketing campaign, will you organisation be able to afford it. At last the final step is to measure the results of your marketing campaign, are you spending each dollar wisely? Feedback from customer will assess how effective the marketing mix has been. Overall I believe this was a great article to read, an article which gives great advice of how an organisation can initiate an effective marketing mix.

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Teagan Adams's comment, September 26, 2013 4:59 PM
James has chosen an interesting article that very clearly explains what the marketing communication mix is made up of and how crucial it is to know your target audience and how to communicate with them, so that you do not waste money on channels that do not reach them.
Manasi Ambavane's comment, September 26, 2013 5:08 PM
Yes vrinda this article give details about how to effective is marketing mix and article talks about the four communication mix target customer, communication channels, cost estimate,measuring which helps to gain the more consumers for the company. The important factors from four communication mix is cost estimate and measuring which will help to know how much companies is spend on marketing the product. The marketers should keep this in mind to improve their marketing strategies and channels of marketing.
Chelsea Tidswell's comment, September 26, 2013 5:48 PM
This is a great article you have chosen Janis. It explains in detail what the marketing mix is made up of and how important it is for a business to know how to communicate with their target audience correctly so ensure money isn't wasted on outlets that do not reach the right people.
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The Role of Direct Mail in the Modern Marketing Mix

The Role of Direct Mail in the Modern Marketing Mix | Program Planning, Objectives, Budgets, Measuring Success | Scoop.it
Vrinda Soma's insight:

I agree with this article, Direct mail can be just as effective as social media if executed correctly. In this modern generation it seems that marketers have forgotten about direct mail and instead has been competing with other companies via social media, e.g. Facebook, twitter. This article was a little hard to understand, the article had used some terms that I did not understand for example, the carpet bombing approach of old simply doesn’t cut it with increasingly savvy consumers. My question to the author would be, what is the carpet bombing approach? Overall this article is about how direct marketing is still an effective direct marketing tool.

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Emily Gavigan's comment, September 26, 2013 11:09 PM
Great article Danielle, like you say bombarding people with flyers in their letter boxes won't create a response from consumers but setting in place a strategic marketing strategy to work out how they can effectively target their customers, will have much more of a positive response. A marketing strategy is essential in using direct marketing as a communication tool because without it the effectiveness of the campaign is lost.
Maggie Zhang's curator insight, September 27, 2013 12:08 AM

As today, more and more companies start to realize the importance of the direct marketing. Direct mail, as one of the most important tools for direct marketing, still plays a big role communicating with the customers. The research showed that 83 percent of direct mail is opened in comparison to average email open rates of 11 percent in UK and 44 percent of consumers have visited store, purchased or enquired the product after received the direct mails from the company. The research tells us even nowadays more and more companies chose using direct email instead of direct mail, sending mail is still an important tool to reach certain consumers. 

Rachel Chen's curator insight, October 3, 2014 12:00 AM

Direct mail marketing is seen as a dieing source. Within todays modern technological society, social media, email, internet etc. is seen to be such a better and more advance way to market a company or product that it has left many wondering if there is a future for mail marketing. Response is carefully measured in an attempt to take the waste out of marketing and should be part of your long-term strategy. Activity through virtually any media can be classed as direct marketing.

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4 simple steps to improve consumer engagement

4 simple steps to improve consumer engagement | Program Planning, Objectives, Budgets, Measuring Success | Scoop.it

Tips for improving consumer engagement

 

...a recent study showed that half of consumers are influenced by social media when making online purchases, but only 8 percent of Facebook campaigns and 4 percent of Twitter campaigns focus on money-saving promotions.

 

 

 

Read more at http://www.imediaconnection.com/content/33165.asp#XR8wetPiYEMPTVgd.99

 

 


Via Zorka Kovacevich Marketing
Vrinda Soma's insight:

Week 8 

This article is all about understanding how to engage with consumers using the internet. The article has also mentioned how to understand the shift in consumer behaviour and advice for improving consumer engagement.  To improve consumer engagement it is important to understand consumer behaviour. Email promotions have been designed to motivate specific actions around the holidays, when it comes to email promotions I always get frustrated with the repetitive emails promoting a sale so I believe it should be emailed in a way that consumers don’t get frustrated. Its seems like this article has been fully researched, the amount, for example seven out of 10 consumers plan to spend as much or more in the 2012 holiday season than they did in 2012. And most of the expenditure will be spent online. The information is backed up with figures. Online shopping also benefits people who work long hours and do not have time to go out, the article also states that almost 40 percent of shoppers with a day of the week preference makes purchases between Monday and Wednesday between 6:00 and 10:00pm. The advice given to understand consumer engagement is very useful for the organisation, the advice was pretty straightforward and was well written, overall the article was very interesting and helps understand engaging with consumers.

 

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Harshika Mistry's comment, September 26, 2013 2:47 AM
A very well written insight Vrinda Soma. I enjoyed reading the article that you have curated this week as it was very interesting. I believe that all marketers should consider reading this article as it will inform them that it is extremely important to understand the consumer’s attitude and behaviours. This will allow them built a strong brand image and enhance consumer engagement and will also generate a stronger brand loyalty. The four steps that discussed in the article were segmentation, starting early, and leverage mobile and lastly timing. Overall, I would recommended all marketers to consider implementing these four simple steps in order to improve consumer engagement.
Manasi Ambavane's comment, September 26, 2013 4:54 PM
Hey Vrindavery well written about the article, the author has done detail research how many people shop for their holidays through online shopping and with promotion sent them through emails. Sending the promotion through emails makes more personalize i feel as it has name a the start as because you are loyal customer of that brand this also helps time to engage with consumers and know about their likes and dis likes and get to know what actually they look for in the brand or products. Even sometimes you get mails of other products which are not related to you like hardware products like drills of gardening products which are you dont relate to and so customers like us get annoyed.
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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, Ilona Hussain
Vrinda Soma's insight:

This article gives a clear explanation on why advertising is so important, I agree with the statement that advertisements make the people aware of the products, because without no one spreading the word, consumers would not get the opportunity to experience a new product the example used in this article was “If Wilsdorf had never advertised about that Mercedes Gleitze wore Rolex watch while swimming across the English Channel, no one would know that Rolex came up with the latest technology of waterproof watches”. This article also talks about the DAGMAR model which means Defining Advertising Goals for Measured Advertising models, this model seemed to look simple but it was difficult to understand at first but then after staring at it for a while it seemed to be quite straightforward. Overall this article gave me a better understanding on week 5’s topic that communication and creating a brand awareness is very important. I also agree with the points made in this article..

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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.'