The consumer and the Communications Process IMC 2
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The consumer and the Communications Process IMC 2
Communicating with consumers and the importance of emotional responses.
Curated by Ben Hamer
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New Media Forecast 2012 | Refinery Media

New Media Forecast 2012 | Refinery Media | The consumer and the Communications Process IMC 2 | Scoop.it
As a Digital Production Company specializing in Multi-platform content, Refinery Media's team of Media Specialists ensures the Best for Tomorrow's Media through the Strategic Integration of Traditional and New Media.

Via Kevin Hayes
Ben Hamer's insight:

This article provides some very good points, one of these being that it discusses the need for a brand to utilise all types of media in order to effectively integrate themselves into the market. The article discusses the move from traditional TV to online TV introducing a different type of advertising opportunity for social integration.Another point made is that now companies are recognising the importance of integration through creating communication channels through Twitter, Facebook and YouTube as appose to using them as advertising channels. The article also talks about an increase in multi-platform marketing campaigns from companies. These will consist of mass marketing and more specific targeted marketing campaigns. I believe this article is effective because it recognises the need for change and outlines the different ways brands can utilise media in order to portray their message and create effective integration.

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Mohammed Bin Afif's comment, May 8, 2013 2:12 AM
Good article, it shows that social media is still in its infancy as businesses and marketers try and find ways to best reach and use the online population to their best advantage. Social media is very cost efficient and time efficient for advertisers but they must be careful about the content they post or what others say about them as negative comments can go viral even if they have no substance to them. Advertisers must also be wary about where they advertise on social media and where to develop a presence as popularity of sites can fast change, at the moment Google+ and Facebook are locked in a fight for online traffic. In terms of integrated marketing communication it is far easier for advertisers to broaden their message on social media as there is a lot more communication happening and they may be drawn into different events and dialogue. Therefore it may be harder, but no less important, to maintain an integrated marketing strategy.
Danielle X's comment, May 9, 2013 10:25 PM
Interesting article, it predicts the new media in 2012. How traditional tv replaced by online tv which brings in dynamic components to advertising and social media integration; the new integration of social media and tv programming and more companies realised the importance of social media, and shift their communication channel focus on sical media ect. Its quite interesting that it discusses different ways a brand can utilise media and how to integrate them together.
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What Is a Marketing Communication Mix?

What Is a Marketing Communication Mix? | The consumer and the Communications Process IMC 2 | Scoop.it
Companies that sell products or services use some or all of the components of a marketing and communications mix, also called a promotional mix. These include advertising, personal sales, sales promotions, public relations and direct marketing.

Via Bùi Nghĩa Dũng
Ben Hamer's insight:

This article is effective as it discusses all the elements that make up the communication mix. These being advertising, personal sales, sales promotions, public relations and direct marketing. Prime examples of methods of advertising is TV, radio, magazines, billboards. A prime example of personal selling that the article discusses is car salesmen as they are required to upsell a lot of their vehicles and make the customer really want a certain vehicle. Sales promotions are there to provide an incentive to the customer and hopefully help them make the decision to purchase a certain product. Examples of sales promotions include free samples, two for one deals. Public relations is how a brand is seen in the public eye and the sort of message they portray. The article makes a very good point when it states that having your product or service as part of a legitimate news story is far more effective than any paid advertising. Direct marketing is possibly the cheapest of the communications mix, direct marketing includes direct mail and phonecalls and although the public tend to dislike being on the receiving end of direct marketing it is effective in that it usually gets a direct response.

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Enele Westerlund's comment, September 26, 2013 7:20 PM
Blake, I definitely think PR is extremely important. The article does outline the major components of a comm. mix.
Zachary Woods's comment, September 26, 2013 9:47 PM
Blake I feel this article was beneficial in providing an overview of the marketing communication mix and its components. I agree that the public relations element of the mix is significant as well.
Vic Methven's comment, September 26, 2013 10:00 PM
Hey Chontelle, I enjoyed reading the article and your summary of it. I agree that creating a mix needs to be done effectively in order achieve the goals the company is aiming for. Direct marketing has got the potential to be effective but can be costly and annoying to consumers (i.e. your example of telephone calls during dinner). I agree that this article helped simplify crucial components in the marketing mix and how they are useful
Rescooped by Ben Hamer from IMC: The power of ideas : integration across all media. Direct marketing : the ultimate in consumer engagement?
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | The consumer and the Communications Process IMC 2 | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via PHAM THU NGA
Ben Hamer's insight:

This article states that direct marketing is taking on greater relevance for marketers with the growth in social media such as Facebook and Twitter. Direct marketing assists marketers to reach customers on a more personal level. Direct marketing also assists marketers to develop greater emotional attachments between the brand and the customer which in time grows the value of the brands customer base. It also creates greater consumer engagement as with direct marketing you're dealing with the customer directly therefore increasing loyalty and the brand to consumer relationship becomes more personal. A good example of direct marketing is EasyJet's recent marketing campaign via e-mail. It was sent out to all customers who had travelled with them during the school holidays in February 2012 but hadn't rebooked for 2013, each e-mail sent out included a prive that was less than what they had paid in 2012. This is effective because it reaches a specific target audience and creates a more personal relationship with the customer. After reading this article it is apparant that as part of developing a brand as part of the IMC programme planning, direct marketing is just as important as a brand using social media such as Facebook and Twitter and also using other advertising methods such as newspapers, TV and radio as it further increases integration of the brand and it's idea.

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Norman Vaz's curator insight, September 26, 2013 7:49 PM

This article was very interesting as it talked about the increased importance of direct marketing and how it engages the consumer.The article states 'direct marketing tools can enable marketers to develope and ehance emotional bonds with individual consumers, and customer groups to grow the value of their customer base in real time'. In my opinion this statement could not be further from the truth as building a relationship with a brand and its consumer is key to growing their custpmer base and with that would come increased coustomer loyalty and soo forth.

Anna Kong's comment, September 26, 2013 9:33 PM
goood article jianwang
Ahmed Salman's comment, September 26, 2013 9:39 PM
I agree with your insight shay. i like how this article is relevent to imc concepts
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How Social Media and Mobile Technology Impact the Customer Experience [Infographic]

How Social Media and Mobile Technology Impact the Customer Experience [Infographic] | The consumer and the Communications Process IMC 2 | Scoop.it
It’s easy for technology start-ups and web service companies to understand the importance of communicating with customers through channels such as social
Ben Hamer's insight:

Due to modern technology, social media and mobile technology has a great impact on the customer experience. For some companies which have always had face-to-face or direct mail interaction with their customers they can find it difficult to change their ways and embrace communicating with customers through social media channels and also with the use of mobile technology. Although face to face interaction is the best way for brands to create personal relationships with the customer they don't always get legitimate or reliable feedback because the customer often chooses the easiest and least time-consuming way of providing feedback. According to the research conducted most customers prefer phone direct interaction with a company and least popular is video conferencing. Companies are now discovering new ways to communicate with their customers through social media sites such as Facebook and as companies get used to doing so, customers will also learn to appreciate it more as it's far more efficient for both parties.

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Anna Kong's curator insight, August 20, 2013 10:02 AM

I agree with this article, technologies are getting more advanced as days goes by, there are more ways to communicate with business for the consumers. Especially through, the social media channel such as Facebook. But however, it may be a good idea for the companies to have too much focus on the new social and forgetting their roots. As shown in the articles that 84% still prefers to talk on the phone and instead of the 16% would prefers to get in contact with the social Medias. There are no rights to disregard the social media net work, and perhaps it may be the opposite in the future, but till today most people would still go to phone or directly conversations, as it may seen polite. 

Gibson Zhou's comment, August 21, 2013 7:50 PM
It is a article about how communicate between business and customers. it may be a good idea for the companies to have too much focus on the new social and forgetting their roots through new technology. I believe that it is still the single best method for building relationships and getting a true understanding of your customers’ needs. The problem is that it takes time and your customers aren’t always willing to give it. The article also discusses the trending ways of communicating with such as social media. Throughtout the recent years , with the popularity of facebook, twitter and tout as well as the release of smart phones, companies are finding new ways to communicate with their customers.
Haifeng LIU's comment, August 23, 2013 10:07 PM
Some loud headlines and lots of value if you are prepared to dig down to the detail and the actual methodology. The ‘however for me though is that some of the headlines dont seem so stunning (e.g. contact direct less popular now than web) and what about the fact that telephone still heads the list – that’s the headline for me!