The discussion of brand strategy, IMC, communications with customers and etc.
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The discussion of brand strategy, IMC, communications with customers and etc.
brand, IMC conception, consumer engagement and etc.
Curated by Ryan Xie
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Rescooped by Ryan Xie from Web site & Social Media Marketing
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Direct Online Marketing brings Google to Wheeling

Direct Online Marketing brings Google to Wheeling | The discussion of brand strategy, IMC, communications with customers and etc. | Scoop.it

Three Google executives will discuss how best to use technology to grow with Wheeling-area businesses at Direct Online Marketing in Wheeling.


Via GrupoNeo
Ryan Xie's insight:

The article is about google's ever-shifting digital landscape, and the shifting will will business to grow. Directing marketing is more and more popular nowadays. With the develpoment of  smart phones and internet, more information is flowed through these two platforms. For example, people can browse websites, send emails, tranfer money and etc. through their phones. This means that they get information such as promotion of products, new product exhibitions through their phones as well. Thus, for marketers, how to deliver information to customers effiectienlty and effectly by text, email, website will be an important issue. With more functions will be available on our phones, the direct marketing will be more popular in the future .

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Ryan Xie's curator insight, May 7, 2013 5:26 AM

The article is about google's ever-shifting digital landscape, and the shifting will will business to grow. Directing marketing is more and more popular nowadays. With the develpoment of smart phones and internet, more information is flowed through these two platforms. For example, people can browse websites, send emails, tranfer money and etc. through their phones. This means that they get information such as promotion of products, new product exhibitions through their phones as well. Thus, for marketers, how to deliver information to customers effiectienlty and effectly by text, email, website will be an important issue. With more functions will be available on our phones, the direct marketing will be more popular in the future .

Sashika's comment, May 9, 2013 9:16 PM
This article is interesting as it highlights the strategies that modern marketing is trying to capitalize on . Because technology has made it easy to use the internet on phones , companies need to adjust not only the ways through which they target their audience but also how they do it. Because people are more likely to spend less time surfing on their phones than if they were to on the internet, advertisements may need to be altered so they are to the point, clear and simple instead of being prolonged and ambiguous.
Rescooped by Ryan Xie from The Communication Process
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Customers Don't Want Ads, They Want A Conversation

Customers Don't Want Ads, They Want A Conversation | The discussion of brand strategy, IMC, communications with customers and etc. | Scoop.it

Marketing is rapidly transforming into a dialogue between buyers and sellers or collaborative marketing. Crowdtap CEO Brandon Evans on the five trends driving the shift.

 

It is becoming clear that the future of social marketing, and marketing in general, will be built around collaboration. Social technology has already evolved from a focus on consumer listening to broader social management platforms that help brands build and communicate with their consumers. Now, the stage is set for social tech to begin creating real value for companies through deep collaboration with consumers.

 

Collaborative marketing will mean that marketers truly shift from marketing “at” consumers to marketing “with” consumers. We have reached a tipping point where a penalty will be paid by those companies who simply view social as a mass communication channel for blasting out messages to a mass audience.

Today, the companies that win are closest to those who buy, use, and advocate for their products.

 

Five trends demonstrating a shift to collaborative marketing will create the biggest changes and ultimately offer the most significant rewards for marketers:


Via Russ Merz, Ph.D., Alina Oleinik
Ryan Xie's insight:

The article implied that communication between companies and customers are very important, that kind of marketing is named collaborative markeing. The collaborative marketing arises the shifting from marketing "at" consumers to marketing "with" consumers. The difference is that the  first strategy is one-way, while the second one is two-way. The two-way strategy will improve more interactions between companies and customers. The interaction will enhance the customers' loyalty of the company, and companies will know customers' needs more clearly as well. The 5 trends proposed by the author demonstrate a shift to collaborative marketing will create biggest chances and ultimately offer the most significant rewards for markets.

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Kate Corkery's comment, April 7, 2013 5:55 PM
getting the word of a brand out there is no longer enough, collaborative marketing is the way to go. social media has been a growing phenomenon for business to talk to customers. however business now need to use this tool to create value. consumers dont want to just talk they want to be heard. 88% of CEO's said that getting closer to their customers was their top priority. using social media effectively is one way to do this. entering the market in todays world is so easy competition is at an all time high. using the 5 factors in this article to effectively start marketing collaboratively will help to give the brand a point of difference.
Daniel Armstrong's comment, April 7, 2013 9:12 PM
This article talks about how marketing has changed in recent years from talking "at" consumers to talking "with" consumers and the brands who just use social media as a communication channel to blast out messages to a mass audience will pay the price. "88% of CEOs said “getting closer to customers” was the top priority for their business over the next five years." Brands need to get the consumers involved in their marketing activities to truly engage with them and to enhance customer loyalty. Competition in the market place is at an all time high and you can essentially get the same product elsewhere therefore brands need to use collaborative marketing to differentiate themselves and to establish themselves in the marketplace by creating a bond with its consumers, finding out what they want out of them as a brand and to take action so that consumers feel apart of the future of the brand.
Sashika's comment, April 8, 2013 11:32 PM
This article illustrates views that are in line with another article I have sccoped, about consumers having more 'power' . This article however is more informative and invites readers to consider the new age problems that businesses face and the importance of getting closer to customers by communicating with them not talking 'at them'. The article provides the reader with recent occurrences that have lead to the growing importance of collaboration with consumers, and the positive effects of vs the negative effects of not considering it.
Rescooped by Ryan Xie from HOW IMC CONTRIBUTES TO BUILDING BRAND EQUITY
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Integrating Marketing Communication to Build Brand Equity

Integrating Marketing Communication to Build Brand Equity | The discussion of brand strategy, IMC, communications with customers and etc. | Scoop.it
Marketing programs play an important role in building up of brand equity. Marketing communication needs to be flexible in current technology driven environment where consumer are internet savvy and have access to information.

Via Angelina Singh
Ryan Xie's insight:
The article focuses on how to develop an efficient marketing communication programme to establish the connection between customers and brands. The propostion in the article inspired me that brand awareness and brand image will not only be improved by the service of company or the quality of products, the communication plays an significant role in improving brand awareness and brand image among customers. In addition, choosing the appropriate communication tools or IMC tools is important as well. Advertising is the most common of marketing communications, but advertising still has its weaknesses, for instance, people ,may not have a look on the ads on TV which means that company's ads will be missed by customers on TV. Thus, how to apply the combination of different IMC tools and how to apply the tools effectively and efficiently will be an significant point for companies. In conclusion, to built a strong brand equity, appropriate communication programmes are essential for companies.
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Maybelle O'Connell's comment, August 19, 2013 7:11 PM
I agree with Vetidas comment and how it is important to build strong brand equity. The articles points out how to develop an effective marketing communications programme in order to establish the connection between customers and brands.
Aimie White 1085804's comment, August 20, 2013 6:03 AM
While the essence of the article is on the right track, it seems to be a particularly descriptive article highlighting the strengths and weaknesses of certain forms of advertising and branding, but it seems to emphasise the need to spend a lot on advertising and then research the effectiveness of the advertising. I would think that a marketer would want to identify where the awareness is lacking before spending on advertising. interesting though.
Kimberley Mar's curator insight, March 14, 2014 12:36 AM

It's all about building brand equity! Marketing programs are designed to do so in relation to the product, price, place and distribution channels involved. These factors are necessary to assess as they help build upon the brand's image and enhancing the brand's awareness. Marketing programs are performed through the medium of marketing communications e.g. advertising with the aim of building brand equity. In order for this to be pursued, marketing communications need to establish the points of similarity and difference with their competition. Also by gaining an understanding of consumers' impressions of the brand will enable marketers to develop a strong consumer based equity and in the future, a lasting relationship with them. It is vital for marketing communications to be flexible due to the current day technology driven environment with internet savvy consumers who can access the internet as an information gathering process. Another aspect that marketing communications need to be perform, is the effectiveness of conveying the message. By understanding the current state of consumers' brand awareness and brand image, marketers need to question, what it is that they want in this current state? Once designing a communication program, keeping in mind the states of similarity and differences (competition), marketers need to assess the desired effect and the depth of the brand knowledge that was/was not created. This cycle will be forever referred to as a new 'desired' state is created. In order to design a successful marketing communications program that will lead on to creating brand equity, one major factor needs to be established. Marketers need to ensure that connections are made with consumers and that they can effectively communicate the brand to them. Thus creating strong brand awareness and image and in the long run, creating powerful consumer based brand-equity. 

Rescooped by Ryan Xie from Milestone 2, consumers behavior and branding
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Brand Strategy & Integrated Marketing Communication

Brand Strategy & Integrated Marketing Communication | The discussion of brand strategy, IMC, communications with customers and etc. | Scoop.it
Your brand strategy is how you choose to identify your company through its marketing. For example, if you want to appeal to wealthy women in their 30s, your brand strategy would be to create an ...

Via Wincy Cai
Ryan Xie's insight:

Brand strategy is relevant to IMC. Indeed, brand strategy is based on the IMC. Companies need to build and maintain their brands through applying IMC, for instance, IMC tools such as advertising, PR,sales promotion and etc. Thus, how to apply the appropriate IMC tools effectively and efficiently will be an important issue for companies.

 

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Lance Holland's comment, April 8, 2013 5:08 AM
This article highlights the importance of maintaining and building a brand. It is a drawn out and well detailed thought process that demands constant attention and changes. brands cannot maintain themselves and require professional, logical maintenance to stay successful otherwise consumers will forget about it.
Sashika's comment, April 8, 2013 11:25 PM
This article reiterates what many others do in the sense that it emphasises the importance of brand image and creating a strong brand image by using IMC. This article however, differentiates itself from others by using brief yet informative examples and information. It talks about branding, IMC, building a brand and maintaining a brand. It illustrates the many ways to go about creating a strong brand image , and the importance of communicating the same message through different sectors of the marketing mix.
Yangyu Wang's curator insight, August 20, 2013 1:03 PM

This article explains when starting business, your business mission will define and build your brand. Also your brand strategy is how you choose to identify your company through its marketing. To achieve that, different marketing communications channels supports each other, and “the consistency reinforces the messages in your customers so they remember you.” Thus, IMC tools plays a major role in the process of developing and sustaining brand identity, such as make contacts with customers, strengthen bonds, deliver the branding message and build customer relationships. Brand identity is an asset to company, it’s not only a name, symbol, logo, trademark or other tangible qualities, but also intangible qualities like image, knowledge, service, positioning strategy etc.

 

Sometime a favourable, strong and unique brand identity even has positive impacts on brand equity. In fact, the value of a brand equity is derived from both the marketer’s and the consumer’s activities. Both brand image and awareness just as constructs related to costumer-based brand equity (Keller , 1993). So in this case, the author the indicates the importance of having a brand equity strategy, and also emphasizes the relationship between IMC strategy and brand management.