The consumer and the communication process - How does their behavior influence IMC and What is the role of direct marketing in IMC
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8 Key Points to Effective Integrated Marketing Communications, by Didi Lutz

8 Key Points to Effective Integrated Marketing Communications, by Didi Lutz | The consumer and the communication process - How does their behavior influence IMC and What is the role of direct marketing in IMC | Scoop.it
Sophie Frakes's insight:

This article provides an 8 step break down on how to implement a a successful integreated marketing communication mix. The message from the author is clear that it is really a focus on the basics that companies need to focus on. Clarity in all elements of the communication mix and especially the message is probably the most important in my opinion as without this you can not really call the marketing communications integreated. The author also encourages companies to use as many parts of the communication mix as they can to ensure awareness and brand equity continue to grow. Consistancy, clear ways to determine measurability and the people in charge of implementing the campaign are highlighted as playing a key role in whether or noe a communication mix will be successful or not.

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Kelly Alexander's comment, May 9, 2013 7:27 PM
I agree with the article that it is important to know these 8 steps in order to successfully integrate your marketing communication mix. Although I think there is an issue that marketers don't know how to portray their message through all the different channels. Especially with social media being a major channel in today's society, marketers are still figuring out how to get their message to their target audience while still maintaining a consistent message.
Riley Grant's comment, May 9, 2013 7:35 PM
I agree. This article shows eight important steps for IMC. I think to hear how IMC is applied in various industries. The hospitality industry uses the concept of IMC to be successful. Demonstrating that IMC is really practical for all forms of business. This article also highlights that all messages need to be consistent within each channel.
Riley Grant's comment, May 9, 2013 7:35 PM
I agree. This article shows eight important steps for IMC. I think to hear how IMC is applied in various industries. The hospitality industry uses the concept of IMC to be successful. Demonstrating that IMC is really practical for all forms of business. This article also highlights that all messages need to be consistent within each channel.
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The Role of Direct Mail in the Modern Marketing Mix « iMediaConnection Blog

The Role of Direct Mail in the Modern Marketing Mix « iMediaConnection Blog | The consumer and the communication process - How does their behavior influence IMC and What is the role of direct marketing in IMC | Scoop.it
Sophie Frakes's insight:

This article highlights the value of old fashioned direct mail in the digital age when used effectively and in a targeted manner rather than the traditional approach of mass communication. The author uses research to argue that this form of marketing communication cannot be simply replaced by forms of digital media. The purpose of direct marketing is to generate a behavioural response and the research used indicates that direct mail generates a 48% rate of positive behavioural response ranging from enquirey to purchase. The author further highlights the value of this form of communication by comparing the statistics of mail being opened: 83% for direct mail and only 11% for email.

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Riley Grant's comment, May 9, 2013 6:43 PM
I like that this article shows the importance of traditional marketing methods, because today everyone seems to dismiss that which is not digital. Direct mail remains to be one of the direct marketing channels that leads to a high percentage of action. It is interesting to read that physicality is still important to consumers today.
Kelly Alexander's comment, May 9, 2013 7:03 PM
Traditional methods such as direct mail will always be important as there is physical contact which stimulates the consumers senses. This effect cannot be done through digital media. Another interesting point I have understood from this article is the importance of how direct mail is targeted, creative and carried out as economically as possible. I think that this is when the integration comes in, marketers need to use the technology they have such as online databases which stores all the relevant information on their consumers which then can be used by marketers to target their consumer effectively through direct mail.
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Infographic: Mass Marketing Versus Personalization - Marketing Technology Blog

Infographic: Mass Marketing Versus Personalization - Marketing Technology Blog | The consumer and the communication process - How does their behavior influence IMC and What is the role of direct marketing in IMC | Scoop.it
If you've been a reader of my work, you know that I'm an opponent of the versus analogy in marketing. It's often, as in the case of personalization, not a choice of what strategy to use, but when to use each strategy.
Sophie Frakes's insight:

This article argues that brands should not choose one strategy when it comes to their marketing communication but should insteed decide when to use each strategy. The author argues that while traditionally all marketing was personal eg door to door salesman, the move into the age of easily accessable mass media meant that marketing communications have over time lost their personal touch and that marketers began relying on delivering a one-size-fits-all single message. The internet is one area that can provide companies the chance to make the most of the extended reach of this medium and then use it to create a more personal experience for their consumers.The article explains that consumers have become more savy and therefore have higher expectations when it comes to their experiences with brands and companies such as interactiveness and place higher importance on personalisation therefore companies should adapt their strategy to reflect this.

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Riley Grant's comment, May 9, 2013 7:28 PM
I like the point the author makes about multichannels. She says that it is more important for marketers to have a consumer-centri approach to strategy rather than having a multichannel approach. I think this is a valid point that is often overlooked.
Riley Grant's comment, May 9, 2013 7:28 PM
I like the point the author makes about multichannels. She says that it is more important for marketers to have a consumer-centri approach to strategy rather than having a multichannel approach. I think this is a valid point that is often overlooked.
Kelly Alexander's comment, May 9, 2013 7:55 PM
I find it interesting the the author says to knot worry about the channel and focus on the consumer. Yes you need to focus on the consumer but by knowing your consumer well enough you will be able to target the through the correct channel. I believe it is still important to look at both your consumer and your channel of communication.
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Your Company Needs A Mobile Strategy Yesterday--And These Numbers Prove It | Fast Company | Business + Innovation

Your Company Needs A Mobile Strategy Yesterday--And These Numbers Prove It | Fast Company | Business + Innovation | The consumer and the communication process - How does their behavior influence IMC and What is the role of direct marketing in IMC | Scoop.it
Open rates for emails are at around 11 compared with 95 for texts. Still not convinced your company needs a mobile strategy Then read on for more shoc...
Sophie Frakes's insight:

This article highlights the affects that changes in consumer behaviour will have on the way that companies create their IMC strategies. The author is suprised that with more people using their smart phones to surf the web and shop online that mobile advertising accounted for less than 1% of worldwide ad spending in 2011. The article predicts that by 2015 mobile browsing will surpass desktop browsing with more than 788 million mobile only internet users. The change in consumer behaviour is too large for marketers to ignore and they need to adapt tothis in order to survive. The author suggests that not only do brands utilise mobile advertising but they add things such as apps and QR codes into their IMC mix allowing consumers to find information quickly and on the go. This idea would allow brands to ensure not only that they increase awareness but that they remain competative and are not excluded from the information search stage of the consumer buying process due to information being too hard to access for those who prefer to use a smart phone or tablet over a desktop computer.

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Kelly Alexander's comment, April 9, 2013 6:04 AM
This article shows how crucial it is to keep up with not only the changes in technology but also changes in the consumers and they way they do things. If a company doesn't take into considers the changes and adapt to them they will be left behind and the outcome of their IMC strategy will not be a effective as it may have once been. It is important to keep up and maintain a competitive advantages over competitors as well as ensure your brand is always considered by the consumer when making a purchase decision.
Ishika Nair's curator insight, May 8, 2013 2:21 AM

This article is intresting it explains the affects that changes in consumer behaviour. The author is amazed that mobile phons are in demamnd for spending online through mobile applications. The brands make a good label by adding apps and features. This allows the brands to ensure they increase awareness.

Riley Grant's comment, May 8, 2013 6:30 PM
This article relates to the one Kelly posted about mobile marketing. Both articles highlight the trends which are pushing mobile to be the next most important marketing medium. I agree with Kelly that if companies want to remain competitive and be at the forefront of the digital age, they need to be include mobile in their communication mix. Not doing so would lead to loss in potential profits.