This article explains the creative strategy in the IMC process, and empahises the importance of creating the right message in advertisments to effectively communicate the companies message. I found this article interesting as it explains the IMC process from a creatives point of view, whereas most articles i have read on the subject, explain IMC in a more methodological way. It is interesting to see the process/steps a creative team takes in order to both succesfully communicate the companies idea, but also to do this in the most creative and "attention-grabbing" way. Rather than discussing the "how" of IMC, for example channel selection, evaluation and the task of actual integrateion, this article explains the efforts that go into creating the actual piece of advertising. This article provides furthur insight into how the IMC process works, and takes a different persepctive than many other articles.
Direct marketing is the future for companies who are looking for new ways to both expand their marketing efforts and jump on the social media bandwagon. With today's prevelent marketing through social media, direct marketing is able to take centre stage and prove to marketing firms, and businesses alike, the impact direct marketing can have on a firms sales and profits. By "personalizing" marketing to their consumers, companies are creating a stronger brand loyalty than they were able to achieve previously. Consumers feel as though the company is in a sense "listening" to their needs and offering them deals and products that directly relate to their lives. This emotional bond created, can dramatically improve a companies sales and profits, as is shown in the example of Easyjet in this article. This article outlines the importance and direct impacts direct marketing has on a firm, and the benefits of creating a direct marketing campaign. A great point was made on the CEO gaining sales updates every 30 seconds. This kind of real time data allows the company to both save on research/customer feedback costs, and update/improve their marketing almost immediately. I think this article provides great insight into the benefits of direct marketing.
Advertising touch points no longer work in isolation. If your company doesn't analyze how they interact dynamically, it will be left behind.
Alice Burke's insight:
This article presents up to date and very interesting points on how we measure the effectiveness of advertising, and how this impacts on IMC campaigns. The author explains the importance of recognising that we need to incorporate how we measure advertising when developing or reviewing an IMC campaign. It is not comprehensive enough to just measure TV, radio and click through rates by themselves. This is because all aspects of an IMC campaign play into another. The author gives a great example of this through the use of a Toyota Camry advertising campaign. The consumer first sees a TV ad, then goes to the website advertised, then googles car reviews, which links her to a youtube ad, which then links to a superbowl ad from eight months previous, then notices a billboard she hadnt noticed before and then receives a piece of direct mail. She then proceeds to a Toyota dealership and purchases a Toyota Camry! This is a great example of how IMC campaigns allow advertising efforts to lead into one another, and why we need to measure them differently than we have in the past. Previously we measured touch points seperately with a "back-ward" looking view. The author identifies that although we have all this data available for measuring effectiveness, we need to create a way to sift through the data. I think this article plays well into the topics discussed in class, and how marketing and advertising is most effective when implemented and incorporated together.
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