This article, written by Renee Cook articulates four successful integrated marketing campaigns. The four examples used are Kraft Foods, a Kraft foods product Wheat Thins, Popeyes and Dickies. The common theme that runs through each particular example I their campaigns have the same vibe and feel online as they do online. This strategy helps keep consistency through all channels of media from the brand to the consumer. One of the brands that I found particularly interesting was Popeye’s. On a new campaign, Popeye’s wanted to reiterate the same message they originally used back in the 70’s, with the phrase, “Love that chicken from Popeyes.” This campaign will be executed through TV and newspaper advertisements. I think this will help the company portray consistency in the consumers eyes.
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 ...
This article articulates the 4 valuable attributes when developing an effective marketing communication mix. The first of these is in targeting the consumer. This is textbook marketing strategy, where a specific demographic is chosen and formatted to be the main consumer in which the product is targeted towards. This can be as specific or as wide as needed, but usually the age, sex and family structure hold a high value for a more effective product launch. Secondly, there are the communication channels for distribution of your message towards your target market. This is where you select the medium to carry out your message. For example if you are selling Nike or Air Jordan’s, you would probably want to distribute your message through sports illustrated and banners at basketball games. Once these two points have been devised, there needs to be an estimate of cost. This will evaluate whether your marketing mix is affordable and realistic. The final point is to measure the final results to make sure you are allocating your money with the most efficient results. This is also useful for gaining feedback and determining how effective your campaign is.
This article depicts the significance that social media has helped with companies and brands interacting. The B2C (business to consumer) environment is the base for direct marketing, which is a very strong strategy when trying to engage with the consumer. It was reasonably difficult to directly market to people on a wide scale in the past, though with social media, it is a whole lot easier for the consumer and business to interact. It can also be a way that Businesses can bond emotionally with the consumer, which may help sustain the relationship between the two. This can help increase customer lifetime value.
This article discusses the development of a sufficient and effective promotion plan for a new product. Promotion is one of the major driving forces when it comes to the 4 P’s of marketing. Through the article there are various strategies and forms of product promotion, these include effective research, keeping creative and always keeping your customers in mind. When devising a promotion plan, it is always a good idea to keep in mind the companies image and work around what would complement the brand. This helps not only create brand awareness, but can also create an emotional attachment to the brand. An example of this is the Tui’s advertisements, where humor is used to complement a product that is made for leisure and socializing.
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