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.
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.
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.
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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