The significance of Integrated Marketing Communications
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The significance of Integrated Marketing Communications
The significance of scoop.it content relating to learning themes from weeks 6-8
Curated by ashley stanley
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Rescooped by ashley stanley from Integrated Marketing Communications (IMC) - a holistic approach
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SRJ Marketing Communications - Steve's Blog - 6 Steps in the IMC Planning Process

SRJ Marketing Communications - Steve's Blog - 6 Steps in the IMC Planning Process | The significance of Integrated Marketing Communications | Scoop.it
You might be surprised at just how many businesses and organizations I talk with that do not have...
ashley stanley's insight:

This article is succinct and summarises the importance of IMC strategically and what is needed operationally to make it work. It is relevant to the IMC paper as a whole but can be applied more specifically to weeks 5,6 and 7 learning outcomes. (Continuous) Planning is a significant factor in IMC and the need to be able to measure objectives in order to see whether or not the IMC campaign was financially viable. The costs vs the 'value added' as a result of an IMC campaign is vital to justify future spending in that area

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Eden Weaver's comment, May 9, 2013 12:05 AM
This is a basic outline of what IMC is and would be good for a business that has just started out and wants to use a integrated marketing campaign. The article is easy to understand and really puts emphasis on why each step is so important to have a successful campaign.
ashley stanley's comment, May 9, 2013 9:48 AM
Do either of you know of a succesful IMC campaign following these 6 steps?
Alexis-ellen Day's curator insight, May 13, 2013 6:59 PM

This strategy of IMC planning is a simplified and effective process to use in developing integratedmarketing communications into a business. this article really does consider all four pillars: Stakeholders, content, channels and results of which is possible with implimenting integrated marketing into a business starting out.

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Web Analytics: How to Handle Direct Traffic and Dark Social. | Marketing Trenches

Web Analytics: How to Handle Direct Traffic and Dark Social. | Marketing Trenches | The significance of Integrated Marketing Communications | Scoop.it
For marketers, measurement a requirement. The C-Suite is looking for more than warm fuzzies, and is instead looking for reporting, results, and ROI.
ashley stanley's insight:

This article is relevant to weeks 6 and 8 learning outcomes as it discusses the importance and necessity (now adays) to be able to measure results against objectives when it comes to marketing and IMC. This article is significant to the themes/LO in weeks 6 and 8 as it also mentions the potential power (and downfalls) data analytics can have as a result of direct marketing using the web (week 8 LO) which can affect decision making. Direct marketing is linked to consumer engagement as marketers are needing to justify their plans/spend when it comes to IMC and marketing objectives and the web can be used as a measuring tool.

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Sarah Nicholls's comment, May 8, 2013 6:30 AM
The first line of this article sums it up well - "For marketers, measurement is no longer an option, but a requirement". The article has a good look at some of the latest developments for measuring marketing tactics and success. It makes a good point of data not always saying exactly what you expect, or want, it to say and that you can't just draw conclusions from what you see or think you see.
Eden Weaver's comment, May 9, 2013 12:15 AM
This article was interesting because it really discusses the importance of measuring success against objectives. It relates really well to our course work and reinforces the importance of having goals that can be measured. Sites like google can help to generate data that can be analyzed and used to make decisions. Understanding what data is telling you is important when making marketing decisions.
ashley stanley's comment, May 9, 2013 9:52 AM
With all the articles curated, have you actually read one that explicitly states the objectives of an IMC campaign and the measurements it uses to decide whether it was successful or not. In my experience, it is very difficult to actually find an article that states it so clearly so was just wondering?
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Consumers just don't rate brands' social marketing

Consumers just don't rate brands' social marketing | The significance of Integrated Marketing Communications | Scoop.it
Leo Burnett social media director Nicola Swankie said brands need to think more about why people would care about their social content and give them reason to share after research suggested consumers don't rate it.
ashley stanley's insight:

This article is relevant to the IMC paper as a whole and probably more specifically to weeks 8 (and 9) as it highlights the importance of strategically planning communications and content through certain channels; what, where, when and how? Comapnies need to ask will our consumers be interested and engaged with what we have to say? (and where we are saying it - which have costs associated to these choices). This article is significant as it summarises the communication section in the IMC concept and the possible outcomes (either negative or positive depending on planning) for companies that do not consider the content that they are communicating to the 'world'.

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Sarah Nicholls's comment, May 8, 2013 6:32 AM
This is a good look at the dark side of social marketing. Social marketing seems to be considered the new best way of getting a company name out there, but in truth it has the potential to be pretty terrible itself. It is really important for companies to know who they are targeting and how to target them specifically.
Eden Weaver's comment, May 9, 2013 12:10 AM
This was an interesting article as it talks about the con's of social media and what can happen if content is not controlled properly or overused to the point that consumers are sick of seeing something, its annoying or it's just not relevant. It emphasizes the point that when using social media brands must be aware of what they are posting, who their target market how content will relate to them.
ashley stanley's comment, May 9, 2013 9:49 AM
Have you ever been put off from a company after reading something about them on social media websites? If so, what and why?