The Communication Mix, IMC programming planning and Direct Marketing
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Rescooped by Jordan Smith from Milestione 2 : The Communication Mix, IMC Programme Planning, Direct Marketing
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What Is a Marketing Communication Mix?

What Is a Marketing Communication Mix? | The Communication Mix, IMC programming planning and Direct Marketing | Scoop.it
Marketing is a broad business function that includes product research and development, merchandising and distribution processes and pricing, as well as communication or promotion. The communication ...

Via NatalieHuynh
Jordan Smith's insight:

This article is able to give a good overview of the communication mix and breaks it up into five different elements, which are advertising, personal selling, discounts and promotions, public relations, direct marketing. It also includes event sponsorship, which is not seen as part of the communication mix by all. However I think that event sponsorship is a very effective part of communication mix as sponsorship able to add instant recognition to brands and organisations. An example of this can be seen with Vodafone when they first entered the New Zealand market they were unknown, however after a range of sporting sponsorships they became a brand they had a quick turn around in becoming a well established brand. Event sponsorship is also able to add positive connotations especially for brands that sponsor charity events, helping to build brand reputations among consumers.

 

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Amy Davidson's comment, September 26, 2013 9:08 AM
This article of event sponsorship is relevant to my chosen brand, and is interesting how it incorporates event sponsorship as well. I agree with Candace that the elements of an integrated marketing mix in a business are the reasoning behind their success and development for future success, as they are focussed on targeting their key market. A great read, I think Candace picked an article which is highly relevant and topical.
Yujue Wang 1250401's comment, September 26, 2013 6:29 PM
I like the way how you summarise the article and the comment you make, it is a good article when it comes to provide a better understanding to what a marketing communication mix is. Marketing communication mix and be done in a lot of ways and as long as you combine two or more strategy together while attempting to promote their business or products to targeted customers it can be considered as marketing communication mix. It is very nice how the article break down all the parts and elements so people can have a better understanding of all the key points and not misunderstand them. I think that discounts and promotions are a very good combination with advertising, when they are used together they can produce very good results as people are always attracted by discounts and promotions while adverting give them a good plate form to show their target audience and target market. After reading your insight I can understand why people might mix up some key words and treat them as the same meaning due to daily life, but in professional terms they are different. Good job on the insight.
Kevin yau's comment, September 26, 2013 8:35 PM
@Michelle Kim
The six elements of marketing communication that given in the article is very helpful for the readers, help them to understand what marketing communication mix is. I personally think that marketing communication mix is quite hard to understand because of the complexity in terms of creating a good method of communicate with targeted customers.
Rescooped by Jordan Smith from I can explain it to you, but I can't understand it for you.
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Say Hello to “Demand Tagging,” The Next Generation of Direct Marketing

Say Hello to “Demand Tagging,” The Next Generation of Direct Marketing | The Communication Mix, IMC programming planning and Direct Marketing | Scoop.it

The retail industry is experiencing a fundamental shift in consumer expectations as mobile technology nears ubiquity.


Via Riaz Khan
Jordan Smith's insight:

This article looks in the new concept of “demand tagging” which allows retailers to reach out to potential customers through a combination of geo-location technology and social media activity. It explains that studies currently show that retailers direct marketing is ineffective as it fails and consumers feel that online promotions and emails do not cater to their own personal wants and needs. It is no secret that mobile technology is on the rise and coinciding with this social media is becoming more penetrated into our daily lives. Therefore demand tagging takes these two technologies in order to create a platform that is more consumer friendly however is also able to best benefit brands as well.  “Demand tagging” is able to engage customers as it identifies consumers not solely by their location or demographic but their actual need. This is an exciting time for retailers as intelligent shopping experiences such as “demand tagging” are able to foster relationships build brand relationships.

            

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Maybelle O'Connell's comment, September 26, 2013 5:06 AM
I agree with Angela Kim that "demand tagging" is a good idea. demand tagging is when customers talk about a particular product on social media cites such as Facebook and twitter company’s are then able to directly target those consumers with discounts and offers. This is a new and innovative way of direct marketing.
Amy Davidson's comment, September 26, 2013 8:18 AM
I agree with Candace, the importance of "demand tagging" is higher priority now as it allows the marketers to market their products to consumers who they want to attract, and loyal consumers already within their base. It is an experienced and developed way of marketing directly and appealing to the customers needs and wants.
Yangyu Wang's comment, September 26, 2013 4:55 PM
It seems form me that the demand tagging strategy is a part of the market research and analysis. The company must know what their target market is and what they really want. I think this is the basic ideology which leads their bossiness to success. And the use of demand tagging strategy is a double win situation on both customers and companies. It save them both troubles on knowing each other’s needs.
Rescooped by Jordan Smith from IMC - Creating Strategy
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Hitting a Hole-in-One with Integrated Marketing Communications

Hitting a Hole-in-One with Integrated Marketing Communications | The Communication Mix, IMC programming planning and Direct Marketing | Scoop.it
Have you ever played a round of golf on a beautiful day? You tee up your shiny Titleist golf ball, grab your Big Bertha driver, take a few practice swings, and crush the ball several hundred yards ...

Via Angelina Singh
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Chelsea-Rae Dawson's comment, September 26, 2013 2:46 AM
This article has some great points. When a company or organization is developing a new marketing campaign, it is not a one size fits all game. People will respond differently to different approaches of marketing so it is important that as marketers, we cover all our bases.
Yuhang Wei's comment, September 26, 2013 9:14 AM
@Scarlett Yeounju Kim: "Integrated marketing communications is the use of a variety of marketing outlets in unison to provide clarity, consistency, and maximum communicative impact... Each element of an IMC strategy must have well-defined purpose and should support and extend the message delivered by the other elements". I think these two sentences can really represent the main opinion of the article. Surely, IMC has many different sections but each section should have an unique function to play its role of making the marketing process better. Three elements of IMC: Consumer; Channels; Evaluation. Each element has its own function and they should work together to make IMC work better. You have a very clear explanation for the article and I believe I too learn many things from the article.
Holly Adams's comment, September 26, 2013 11:40 PM
@scarlett. Great article with a very interesting and creative way of describing IMC. I particularly loved the thought of of picking the right club for the situation, this is so true and very important! Each piece of IMC is used to improve a certain part / situation, yes they all work together, and differently should, but to use the right one at the right time a place is crucial for a successful IMC within your company.
Rescooped by Jordan Smith from IMC - Consumer behaviour and the communication process
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Consumers on auto-pilot and buy out of habit: Survey - StartupSmart | Consumer Behaviour on the web

Consumers on auto-pilot and buy out of habit: Survey - StartupSmart | Consumer Behaviour on the web | The Communication Mix, IMC programming planning and Direct Marketing | Scoop.it
Consumers on auto-pilot and buy out of habit: Survey StartupSmart It found consumers are not making conscious decisions about purchasing when habit is driving behaviour.

Via Rohan Berry
Jordan Smith's insight:

I found this article intriguing as it argues whether or not brand loyalty is driven by habit or real rational reasons. Brandhooks recent survey found that 46% of consumer’s daily habits dictate their shopping choices. They suggest targeting consumer when they are most vulnerable to change as they are going through life changes new relationships, getting married etc as they are open to change at this time. I can see the reasoning behind this, however I do think this is more likely to be a result of other influences such various socio economical factors such as income and geographical standing.  For example someone on a low income would be more inclined to buy a cheaper alternative not because it was habit but simply because they were not able to afford it. In saying that I do agree with Brandhooks recommendation that consumers are more vulnerable and open to changes when going through their own personal live stages.  

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Alexandra Renall's comment, August 21, 2013 10:45 PM
I understand the point the article is making about targeting consumers when they are most vulnerable, but I have to agree with Jordan when she mentions that at times, loyalty isn't an issue. At times, purchased decisions are solely determined by price. Many consumers are on such a tight budget, that even if they prefer a more expensive product, they will purchase the cheapest option.
Chelsea-Rae Dawson's comment, August 22, 2013 4:47 AM
I agree with your insight on this article Jordan. I believe that both point raised in this article are very valid in their own ways. Yes, it is easy to target customers when they are going through a change in life however, when consumers do go for the cheaper option- the current economy and financial sitatuions do need to be taken into account also.
Labroye Tauevihi's comment, August 22, 2013 8:57 PM
I agree with this article when it discusses the fact that habit can be the drive for many purchases. In personal experience, I tend to purchase products that I am comfotable with and have used frequently, compared to a brand that I have no clue about. It is interesting what @Jordan mentioned in her insight about how price can influence a purchase, something I also agree with. I do question however whether consumers have more then one brand in mind in relevance to the same product, and whether they purchase the more expensive product on days when money isn't an issue and whether they buy the cheaper option on days they are short on cash?
Rescooped by Jordan Smith from Web site & Social Media Marketing
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5 Best Direct Marketing practices To help Your online business.

5 Best Direct Marketing practices To help Your online business. | The Communication Mix, IMC programming planning and Direct Marketing | Scoop.it

5 Best Direct Marketing practices To help Your online business. Direct marketing has been the the majority of conventional method of online verbal exchange (5 Best Direct Marketing practices To help Your online business.


Via GrupoNeo
Jordan Smith's insight:

This article gives a good overview on how to conduct a direct marketing email in order to prevent it from reaching consumers spam folders. It mentions a step-by-step guide with five factors that will ensure a successful direct marketing email. One of the first ones mentioned is titles, which I think are essential as I delete a huge number of emails each week that are email marketing unless they are applicable to me. Especially with the likes of new coupon websites such as grabOne and groupy if the title doesn’t interest me I don’t bother opening it. Therefore in order to engage customer this ultimately lies in the power of the title. I also think that it is important to have website link as the whole point of direct marketing is to drive traffic to the brands website. By making the link easy to view consumers are able to conduct their own research through viewing the website. Therefore consumers should not be able to miss the website link as it should be clearly visible.  This will ensure consumers are driven to the website and making them more likely to purchase. 

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Melika Trott's comment, September 27, 2013 12:19 AM
This article offers some good tips on good and effective communication. I believe direct marketing is the key to succeeding in todays compeditive world, so you had better do it right! Listen to tips in this article to implement success/
Min Li's comment, September 27, 2013 12:22 AM
Hi Sheenal, interesting article to read and I quite like the point you provided. This article talks about direct marketing practices for online business. I think company needs to note that consumers do not want to receive junk mails or unwanted messages about advertisements. Therefore, as companies, what they can do is to look into the consumer’s preferences and habits, and think about what kind of information consumers want to get. Then to make some changes to meet the consumers’ needs. Thank you for sharing a very interesting article.
Elaine Li's comment, September 27, 2013 1:07 AM
Hi, Joly, interesting article to read. This article talks about five direct marketing practices for online business. As you insight that the direct marketing is the most popular marketing strategy in organization. Direct marketing is easy to communicate with customer and introduce company product. The 5 best direct marketing practices are engaging titles, minimize the pictures, assure your web page link are evident, related content and analyze your E-mail. An engaging title will capture the target market and build interest for them to then explore the site. A title is usually the first thing that is read and therefore important that it is engaging. The above are the 5 Direct Marketing practices that will helpful to online business.
Rescooped by Jordan Smith from IMC - Creating Strategy
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Hitting a Hole-in-One with Integrated Marketing Communications

Hitting a Hole-in-One with Integrated Marketing Communications | The Communication Mix, IMC programming planning and Direct Marketing | Scoop.it
Have you ever played a round of golf on a beautiful day? You tee up your shiny Titleist golf ball, grab your Big Bertha driver, take a few practice swings, and crush the ball several hundred yards ...

Via Angelina Singh
Jordan Smith's insight:
Great article, which explains how the three pillars of IMC work together to create an effective IMC strategy. I enjoyed the way in which the author used the metaphor of golf to explain that ideally brands like golfers as the key to winning a golf game lies in picking the right club to use. This can be applied to IMC, as marketers should know the three pillars of IMC and their role in creating a successful IMC strategy. These three pillars are all based around the consumer in hope for creating awareness that will lead to the consumer making a purchase. However this is also reliant on the channel of communication as these have their own advantages and disadvantages and it is up to the brands IMC strategy to determine which one to use. The brand essentially needs to evaluate which channels can be used effectively in combination to get the message to the target market. Evaluation is also important, as brands are able to measure the overall effectiveness of the overall marketing campaign.
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Chelsea-Rae Dawson's comment, September 26, 2013 2:46 AM
This article has some great points. When a company or organization is developing a new marketing campaign, it is not a one size fits all game. People will respond differently to different approaches of marketing so it is important that as marketers, we cover all our bases.
Yuhang Wei's comment, September 26, 2013 9:14 AM
@Scarlett Yeounju Kim: "Integrated marketing communications is the use of a variety of marketing outlets in unison to provide clarity, consistency, and maximum communicative impact... Each element of an IMC strategy must have well-defined purpose and should support and extend the message delivered by the other elements". I think these two sentences can really represent the main opinion of the article. Surely, IMC has many different sections but each section should have an unique function to play its role of making the marketing process better. Three elements of IMC: Consumer; Channels; Evaluation. Each element has its own function and they should work together to make IMC work better. You have a very clear explanation for the article and I believe I too learn many things from the article.
Holly Adams's comment, September 26, 2013 11:40 PM
@scarlett. Great article with a very interesting and creative way of describing IMC. I particularly loved the thought of of picking the right club for the situation, this is so true and very important! Each piece of IMC is used to improve a certain part / situation, yes they all work together, and differently should, but to use the right one at the right time a place is crucial for a successful IMC within your company.
Rescooped by Jordan Smith from Lead Generation
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The Communication Mix

The Communication Mix | The Communication Mix, IMC programming planning and Direct Marketing | 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
Jordan Smith's insight:

This article effectively looks into the role communication plays in IMC. No longer can just one communication tool be most effective instead a range of communication techniques works best. Therefore an effective communication marketing mix for any brand or product will include your objectives, strategies and tactics for developing the most effective mix. The first point that stood out to me was “Create your key message points” as this is apart of the creative strategy, audiences need to be analysed in order for brands to best communicate key messages. The article mentions that messages need to be tailored to different audience segments in order for the message to be most effective. The other point was “identify your tactics” this is important because once you have come up with a message it needs to be delivered in a way that is effective. This article mentions this can be done in a number of ways such as public relations, advertising and direct mail. This is essential part of the IMC process as the article mentions this “aligns your strategies and your apertures with the techniques that will best meet your objectives”. Therefore brands need to think about the effective these communication techniques will have on consumers when coming up with tactics.

 

 

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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.