Integrated Marketing Communications
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Look Up - YouTube

'Look Up' - A spoken word film for an online generation. 'Look Up' is a lesson taught to us through a love story, in a world where we continue to find ways t...
Charlotte Rainsford's insight:

Such an inspirational Video. But that aside, this demonstrates to those pessimists who say there is no creativity in Marketing, that they are so wrong. Using the very outlet you are publicly criticizing to promote the very message you are trying to portray is clearly  CREATIVE. This story couldn't have worked out better, as it literally when global over night and is one of the most watched videos of the year. Last I checked it was at over 28 million views on you tube. This can also be linked to my earlier scooped article about what makes a campaign go viral. Although this guy isn't a company or business etc, there's not doubt this demonstrates Creativity is definitely not dead in the IMC world.

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How Real-Time Consumer Insights via Social Media Alter TV Content

Industries are getting used to the idea of extracing intelligence and insights from social media conversations to alter their proposition, marketing and communcations. For the TV industry, where
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How McDonald’s Came Back Bigger Than Ever

How McDonald’s Came Back Bigger Than Ever | Integrated Marketing Communications | Scoop.it
With new food, revamped décor and an embrace of mommy blogs, McDonald’s isn’t just trying to keep its customers. It’s trying to convince skeptics that they’re wrong.
Charlotte Rainsford's insight:

McDonalds is a brand that knows how to work their IMC's to overcome any situation. A brand that is often overcome with criticism, from workers pay to the ingredients used within their establishments, they always seem to come out on top. Although there huge marketing and advertisement budget may come into it, their strong strategy ability to respond quickly with new IMC's has enabled them to keep coming back stronger each time. 

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Dilan Jivan's curator insight, April 11, 2014 10:50 PM

I agree with charlotte here, McDonalds are always in some sort of controversy no matter what they do, but still they always outdo themselves and remain a key player in the market worldwide!

 

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Positioning a Brand: How Nike Built a Brand with Universal Appeal - YouTube

http://602communications.com Nike branding has managed to build a brand that appeals to essentially every demographic the world over. How positioning a brand...
Charlotte Rainsford's insight:

Nike is one of the few brands that has managed to attract universal appeal, from not only different ages groups,  but from diverse cultures and backgrounds as well. 

I believe they have managed to do this by not just basing their IMC's on pushing products, but sending out campaign videos that motivate consumers (or fans of the brand), and that promote their attitudes and values too. Much like the motivational video by Nike shown in the seminar link provided. There not telling you to go buy this new shoe or wear this new Jersey, there playing on the emotional side of its audience to bond with the brand. By building relationships with their customers through like minded values, it is easier for the customer to connect with the brand and therefore are more likely to stay loyal. I believe this brand loyalty is what made Nike's transition out of just sports wear into casual/everyday wear and so many more product categories since so easy and popular with its consumers. 

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JOHN's curator insight, December 1, 2014 12:16 AM

Very Informative

 

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The Role of IMC in Branding

The Role of IMC in Branding | Integrated Marketing Communications | Scoop.it
One of the major reasons for the growing importance of integrated marketing communications over the past decade is that it plays a major role in the process of developing and sustaining brand ident...
Charlotte Rainsford's insight:

This article gives great insight into what role IMC actually has in creating or maintaining brand identity. 

A brands identity doesn't just stop at the products it sells or its logo, a brands identity is the consumers complete awareness of everything the brand has to offer. IMC plays a huge role in creating a brands identity as IMC is what helps communicate the logo, products, associations etc with the consumers and is therefore a crucial part of  building the brands identity in the consumers mind. 

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Dilan Jivan's curator insight, April 16, 2014 11:09 PM

This would have been so helpful in our blog and critical analysis! totally agree

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Customer Collaboration: The New Face of Customer Care | Social Media Today

Customer Collaboration: The New Face of Customer Care | Social Media Today | Integrated Marketing Communications | Scoop.it
Social media has become a popular and dynamic platform for communication, conversation, and sharing. But now, with more than two thirds of the world’s population visiting social networking sites, it has become an immensely important means of communication for both individuals and businesses.
Charlotte Rainsford's insight:

Customer Collaboration on social media platforms is referred to as a Game Changer in this Article, and i couldn't agree more as It has never been easier for consumers to give their honest opinions and feedback on brands and products. 

Not only can businesses share and promote through outlets such as Instagram and facebook etc, these platforms also give the opportunity for consumers to the tell businesses exactly what they feel about their new product or campaign. This is the perfect opportunity for businesses to get into the minds of their target audiences and get to know precisely what they like and just as importantly, what they don't like.

Allowing customers to share their opinions in a free environment helps provide a great customer service, as they feel they are being listened to and their voice matters. Which in turn builds customer relationships and encourages repeat purchases, which in the long run only adds to the business profits. 

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Your Complete Guide to Pinterest Marketing

Your Complete Guide to Pinterest Marketing | Integrated Marketing Communications | Scoop.it
Pinterest users are primed and ready to buy. If you're not yet marketing to them, you should. Get started with these tips.
Charlotte Rainsford's insight:

Pinterest is one of the social media platforms that didnt intially come to the top of my head when thinking about IMC.  But after reading this article, I can see how some companies would benefit by using this outlet.

I feel the ones who would have the most to benefit from marketing through Pinterest would be those who have products to promote. We are in a very visual age and people respond well to visual cues, so a marketing form that doesnt throw a whole lot of sales scripts or hard sell approaches, and focuses on the products etc would appeal to a wide range of potential customers. Members of Pinterest are actively looking to spend their money, so this provides a great opportunity for marketers to take advantage of.  Pinterest would also be a great way for marketers to build thier brand image, although i would recomend teaming up with another platform and not solely relying on this outlet to build a strong brand.

Theres no reason why if other social media platforms act as a successful IMC, why cant Pinterest?

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Influence marketing: What's next? - Schaefer Marketing Solutions: We Help Businesses {grow}

Influence marketing: What's next? - Schaefer Marketing Solutions: We Help Businesses {grow} | Integrated Marketing Communications | Scoop.it
Traditional media is on the decline and we can now identify "influencers" with relevant content pipelines to help us. Now what do we do about it?

Via Kristina Salmane
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Ooi Jun Hao's curator insight, May 13, 2014 8:58 PM

I think in this article it shows  that there is still an opportunity for quick “advertising” opportunities. Companies and agencies should think about a more holistic approach to their outreach efforts, including the patient and hard work of developing authentic, long-term relationships with advocates.These connections are not established through money, sponsorships, and endless streams of infographics. They only occur through authentic helpfulness and genuine personal connection. This requires a change in approach from “buying space” to “earning hearts:” - See more at: http://www.businessesgrow.com/2013/05/19/influence-marketing-whats-next/#sthash.j0ZmcQa9.dpuf  - See more at: http://www.businessesgrow.com/2013/05/19/influence-marketing-whats-next/#sthash.j0ZmcQa9.dpuf

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Michelle Obama: It's Time to Bring Back Our Girls

Michelle Obama: It's Time to Bring Back Our Girls | Integrated Marketing Communications | Scoop.it
Michelle Obama has added her voice to the global campaign to bring home the missing Nigerian school girls.

Via David Simpson
Charlotte Rainsford's insight:

So I scooped this article because I feel, although the circumstances are awful, it is a great example of the power of social media in today's world. We often talk about the reach of outlets such as Twitter, but this campaign, much like the Kony campaign a few years ago, demonstrates how Social Media can take a 2 minute news story one day, and turn it into a 'trending topic' and a global water cooler talking point the next. Hashtags and twitter are often shrugged off and people may have the perception they have no effect any more as people have seen them all before. But clearly not. The right subject at the right time still has the power to dominate the market. 

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How can marketers tap into consumer insights to create deeper connections with consumers?

David Kidder, CEO, Clickable.
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Lady Lee Cope's curator insight, August 12, 2014 11:50 PM

People like good products but people also wants to know the people behind them" deep connections w/ your consumers is very important

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MediaPost Publications Brand Engagement: More Powerful But Rarer Than Ever 02/04/2013

MediaPost Publications Brand Engagement: More Powerful But Rarer Than Ever 02/04/2013 | Integrated Marketing Communications | Scoop.it
Brand Engagement: More Powerful But Rarer Than Ever - 02/04/2013
Charlotte Rainsford's insight:

Brand engagement  can be a crucial aspect to any business, especially those whose offerings are commodities or everyday goods. Customers have a tendancy to be price sensitive, especially on those products which they see to have little or no difference between them (such as bread or milk etc). 

Engaging your consumers with your brand could be the difference between them choosing your bottle of milk over the next one on the shelf. Using IMC's that are targeted towards consumers emotions or other relatable factors can sway the decision in your favor, but must be highly influential to persuade the consumer to chose you. Although engaging you consumer is key, by using these methods you must also ensure you stick within the image and values of the brand. 

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The Importance of a Consistent Message

The Importance of a Consistent Message | Integrated Marketing Communications | Scoop.it
Charlotte Rainsford's insight:

This article gives a great insight as to why creating a consistent message is important and how IMC plays a part in that. 

The author of this article asks an important question "Think about all of your communications, including advertising, collateral, public relations, websites, social media, staff and more. If a consumer saw your ad, visited your website or opened your direct mail, would they know it was your company?" 

With such high levels of competiton in almost every field in the industry, its important you create a consistent image in the mind of the consumer so they know who your are as a company. Conflicting messages only confuse consumers, if there confused it makes the process a lot harder for them and they will just move on.. as they know there are many more companies offering the same thing out there that you do. 

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Samirah Bhamji's curator insight, March 19, 2014 9:53 PM

Having a strong message is vital to engage your consumers and build awareness. This article gives an insight as to why creating a consistent message is important also how IMC plays a part in that. 
Competition among brands is stiff, and both existing and potential customers are inundated with more decision-making than ever. In creating a strong message there are many ways to achieve so. The consistency of communication with your consumers is key. Including advertising, collateral, public relations, websites, social media, staff and more. If a consumer saw your ad, visited your website or opened your direct mail, you would want to create a strong message or identity for the viewers to know it was your company. This article tells us to develop an integrated marketing communications plan, and then sticking to it,so you can compete with your competition.

Alysia Cole's curator insight, May 19, 2014 11:40 PM

This is an interesting article that explains how and why your company should have integrated marketing communications.  According to the Consumer Insights Survey almost half of the consumers who were surveyed are not getting the integrated communications that they want. That is a lot!!

 

It is important for an IMC program to be consistent through all communications including advertising, public relations, websites, social media, staff and more. This article also suggests that to develop an integrated marketing communications plan it is crucial to complete the following; Research, plan, implement and evaluate.

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Why Viral Campaigns Succeed (and Fail)

Why Viral Campaigns Succeed (and Fail) | Integrated Marketing Communications | Scoop.it
A look at how viral campaigns are created and why they succeed or fail.
Charlotte Rainsford's insight:

This is definitely the most interesting IMC article I've read so far, to me it is anyway.  

I have always wondered what makes a marketing campaign go viral, and according to this article, there is no right answer, its just pure luck.  Even the best ideas can fail at going viral if the chemistry of the campaign isn't just right. Comedy and controversy are the concepts most viral marketers aim for, but these can just as easily backfire. This is possibly why certain campaigns go viral, because that right mix is so hard to achieve. 

According to this article, the main way to increase your chances of going viral is to create a campaign that is accessible and transferable to many different people. But just rehashing old ideas, no matter how popular they were,  can make your campaign sink. The key is to think Innovation. 

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One simple diagram for getting your brand's social content right

One simple diagram for getting your brand's social content right | Integrated Marketing Communications | Scoop.it

So you have a branded social media account, and you’re following the first rule of social: Don’t be a dick. Good, but now what?


Via Nicole Smith
Charlotte Rainsford's insight:

I think this diagram is a genius way to demonstrate or explain to those looking to market their brand/product etc via a social media platform.

In my opinion so many businesses make the mistake of just throwing out information to their 'fans' on the chosen social media platform and only view their content from the point of view of the business. Its important to consider how your content looks from the point of view of the 'fan' or potential consumer as these are the ones you are trying to attract with whatever your offering may be.

Although simple, i feel this diagram is a powerful tool to follow when posting to whichever form of social media you see fitting for your brand. Not only does it have to be viral or engagig content, it has to be somethning that will appear to your fans, otherwise whats the point?! The content also has to be something that fits in and represents your business to ensure consistancy within your brand.

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Nicole Smith's curator insight, March 10, 2014 9:59 PM

In this article author Cate Owen, head of Social Media for a New Zealand media company, approaches the topic of branded social media accounts. The diagram that the article is based around is an important one that supports theory within the Integrated Marketing Communications framework.  As you will see, Owen suggests that content posted by a company must be: viral or engaging content, things the fans like, and on brand. A lot of companies have trouble incorporating all three aspects into their social media and this article reflects on how one could go about creating a more natural merge of the three sections.

 

I think this is a very useful and informative article, that reinforces what is taught in the IMC course about how it is important that your brand has a clear voice that is consistent across all marketing and social media.

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A strong brand, or a strong strategy, which is more important? | SME Strategy | Strategic planning and business strategy consulting

A strong brand, or a strong strategy, which is more important? | SME Strategy | Strategic planning and business strategy consulting | Integrated Marketing Communications | Scoop.it
A close look at strategic planning and the importance of branding vs. strategy.
Charlotte Rainsford's insight:

This article looks at weighing up the power of a strong brand against a strong Strategy for a business and asks the question which is more likely to bring you success.

Without a doubt I feel that a strong business strategy would have more power to bring you success. A well thought out business strategy can not only drive the compny, it provides direction, motivation and clarity as to where you want to be and what your trying to achieve. Although, having a strong company brand and identy is what helps seperate you from competitors and differentiate yourself from the rest of the market. Which is extremely important for any business.  

Therefore I believe developing both aspects (brand and startegy) is the key to a strong and sucessful business.

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Barriers to Integrated Marketing Communication

Barriers to Integrated Marketing Communication | Integrated Marketing Communications | Scoop.it
Integrated marketing communication is essential to businesses who are dedicated to reaching their consumers and potential consumers through various forms of media, with a consistent message about their businesses and products.

Via Angelina Singh
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Shavneel Singh's comment, March 21, 2013 4:10 PM
This is why Synergy is so important when implementing IMC. If there are no proper communication channels and the right decisions aren't made the outcome will be loss in profits and an ineffective advertisement and therefore lead to no customers.
Caitlin Jackson's curator insight, March 17, 2014 4:54 AM

This is a good read for everyone taking integrated marketing. covers alot that was said in the lecture.

Caitlin Jackson's curator insight, March 17, 2014 4:56 AM

Great read for everyone who is studying integrated marketing. Covers alot that was touched on in the lecture.