This article has mentioned four successful marketing campaigns. As stated in the article, ‘each of the campaigns has the same look and feel online as they do offline. The videos made for microsites were repurposed for TV ads and online pre-rolls keeping the campaign message consistent among all the media outlets used for each campaign execution.’ I strongly agree with ‘keeping the campaign message consistent among all the media outlets used for each campaign execution’, because creating a message is very easy but keeping the message as a top-of-mind message is very difficult. Marketers always try to create new messages to capture attention from current customers and future potential customers, but they always forget about the ‘past history records’ for their previous campaigns. It is helpful to generate attention from creating new campaigns or advertisements messages, but it is also important for each campaign to be consistent. For example, some marketers may like to use ‘story-line’ technique for their marketing campaigns. This strategy needs to be consistent and meanings, and Mainland Cheese was a success by using ‘story-line’ marketing method for its Cheese advertisements.
Dove being brand has targeted to promote beauty which is real and authentic, not the beauty that can be deceiving. The most important part of Marketing Mix of the product has been its promotional strategy of the brand.
In the article, it clearly stated that, ‘when people see commercials, they associated the brands with the models they see in advertisements, and in their imagination, they want to be like the flaw less lean models, even though they know that they can never be like them’. This point of view could be defined as the Dove’s marketing strategy or marketing objectives, yet they had used this strategy as a measuring tool to understand their customers. Dove’s second type of marketing was Internet. They’ve launched their campaign through the Internet. This strategy will enable Dove to have a more formal measurement results from their campaigns. Dove used the correct communication mix to their potential and current customers, and directing the message towards the market as well as measuring them in the same time.
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...
There are variety types of media channels in the market; it is so difficult for marketers and business operators to select the most suitable and effective media channels for their purposes. By developing an effective marketing communication mix is very helpful and beneficial for the organization. As mentioned in the article, ‘a target customer is the market segment that you think is most likely to buy your products or services’, from marketers’ point of view should consider this in a different way. Customers may receive or understand the message in different ways that the marketer exposes to. Marketers should understand the purposes of marketing communication creativity as it could occur in both situations, such as creative strategy and creative tactics. Creative strategy is determining what the message will say and communicate, and creative tactics is determining how the message strategy will be executed. The purpose of selecting appropriate communication channels is to expose or advertise the message directly to the target customers without any ‘noisy’ or barriers. Cost may also have impacts in developing an effective marketing communication mix as well. For organizations, they should consider themselves in a more realistic way, such as not over spending or under-spending in advertisements. They should consider that advertisements as investment, yet also considering it is a tool to build brand equity in the same time. Advertisements are very difficult to measure, but business should always keep an eye on daily or weekly activities. And asking themself, how effective is it when using and not using communication tools?
‘Direct marketing has taken on greater relevance for marketers with the growth of social media and other online interactions. Successful marketers today are reaching more and more customers directly, on a personal lever, than ever before’, has clearly answered the importance of direct marketing in current marketing trends. I agreed that direct marketing is becoming more person and gives benefits for both customers and the business owners. Customers have more ability to select their favorite or interest brands or products to look at instead of receiving something irrelevant to their interest. In other words, customers have more power to the information that interests them. For businesses or marketers, they can direct message to their current or future potential customers in the current market. They have the ability to send the message or information to customers rather than just exposing the message without any attentions captured by their target customers. I think direct marketing also allows to build a customers’ top-of-mind thinking, since they have selected the information to be exposed to, therefore, they may have aware the existence of the product or brand in the market.
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.
In this article, it has explained 5 components for developing an effective marketing communications mix. They are identifying target audiences; creating key message points; identify apertures; write down the plan; and identify tactics. While identifying target audiences may give a direction to marketers, which allow them to have a specific and in-depth understand of their target audiences. This process is to give further advantage in knowing the customers’ habits and behaviors; therefore marketers could select or use different marketing techniques for applying to them. Once the marketers have a concept of their target audience in mind, they should create key message points. In this stage is to aim for allowing the customers to receive the information that the marketers deliver out. Thirdly, finding the greatest opportunity to reach target audiences is very important in the development process. Although there may be lots of opportunities for the campaign or message to be deliver to target audiences, yet is every opportunity being the most effective? Capturing the most suitable and appropriate opportunity will get the message deliver in an effective way. Writing down the plan is to keep things done in time. Within the process, marketers should clearly state their use of strategies and tactics, and also adding objectives and goals as indicators. Marketers should state this in a specific, measureable, achievable, realistic, and timely manner style. This style could also be used in marketer’s tactics and strategy development as well. By creating integrated marketing communication tactics, it is important to understand what can the message say or communicate with customers, and how can the message be used as a strategy to engage connection between the customer and the organization.
.This article is stating that Unilever's Global Headquarters in London is adapting Consumer Engagement for Brand Innovators. it contains how Brand Innovators Consumer Engagement London are using digital video advertising, social media and other media contents to have closer connection with their customers. It also included additional information about how will this strategy improve their current issues, for example, brand innovators is designed to connect marketers from brands of all sizes and allow them to share best practices, case studies, and proof points to help them use technology to better engage consumers. I agreed that companies or businesses should have greater consumer engagements. The reason is that the rapid changing media environment that makes the company or business have difficulty in engaging with their potential consumers. Once the company or business has realize this problem, they should adopt new schemes to satisfy the issue. For example, Hermès is a French luxury brand, they send emails to their subscribers in special events like Father's Day, Easter. They have different target audiences, therefore, they rather send emails to customers in once a while, instead of sending emails every week. From this case, Hermès is still satisfying current market trends, it still engages with their consumers but in a way that suits its brand and target customers. Asos is another example, they send out emails very frequently, such as at least once a week. For a successful company ,it is important for them to realize that consumer engagement is not an 'one-way' process, it is a long-term relationship between the company and its consumers. From this process it could benefit both parties and effect marketers communication outcomes, brand related performance outcomes, stakeholders relationship related outcomes, external agencies relationships outcomes. All of these outcomes will result in a business or companies financial results.
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