Week 6,7,8
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Rescooped by David Blomfield from The importance of IMC in Brands
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The Samsung Galaxy S4 … Another Effective Marketing Strategy?

The Samsung Galaxy S4 … Another Effective Marketing Strategy? | Week 6,7,8 | Scoop.it
In advertising, you need to create information that customers find interesting and worth talking about. This is an effective marketing strategy, eh?

Via Emily Gavigan
David Blomfield's insight:

This is a very interesting article and I recommend it to anyone wanting to learn more about IMC examples

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Emily Gavigan's curator insight, August 20, 2013 8:36 PM

Building as well as managing brand equity has become a priority in today’s marketplace. The launch of the Samsung Galaxy S4 has taken on the challenge that marketers face in successfully using the various IMC tools available to deliver their branding message effectively and efficiently. In today’s society with such a large quantity of products and services out there all competing for consumer’s attention, an effective integrated marketing campaign will see numerous benefits for ones brand. The campaign itself holds strong value propositions as outlined in the article, where Samsung has indirectly chosen to take on Apple in a particularly subtle way. Each new campaign that is released is trying to target Apple consumers to feel that Samsung isn’t far from Apple in terms of technology and trigger the desired response to get Apple users to jump ship to Samsung. This can be highlighted when many new features are revealed throughout the 4-minute advertisement. As suggested in the article, this illustrates Samsung as a company that is a technology leader, which of course is their main objective when taking on such a well-known competitor. This further strengthens their marketing strategy by giving its customers reasons to choose Samsung.

 

Each advert released in this series has stuck to similar themes, simple but great visuals, fitting and entertaining music but most importantly no talking. As outlined in the article this reflects no selling which is in fact a very cleaver marketing tool. The advertisement has chosen 4 categories – Convenience, Fun, Relationships & Care. I think this is a reflection of really knowing your target market as there is such a huge market to cover that by categorizing the 4 components this new product is promoting Samsung are able to fit all age groups of its target market. A very cleaver element to their marketing strategy.

 

“A successful IMC program requires that marketers find the right combination of communication tools and techniques, define their role and the extent to which they can or should be used, and coordinate their use” I believe Samsung effectively created a campaign that embodied the various IMC tools available to them and created an extremely successful campaign that both develops and sustains its brand identity and equity. This was yet another effective marketing campaign for Samsung with what I imagine will generate various benefits for the brand. 

Alana Meikle's comment, August 21, 2013 10:07 PM
This article shows how communicating with consumers is so important for a brand and that Samsung is a great example of this. Samsung has effectively communicated with their target markets because they have identified who they are and what they want - in their advertising campaign they have taken these factors into consideration and stuck to similar themes to gain and maintain potential customers.
Rescooped by David Blomfield from Week 8 - Direct Marketing and Consumer Engagement
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4 simple steps to improve consumer engagement - iMediaConnection.com

4 simple steps to improve consumer engagement - iMediaConnection.com | Week 6,7,8 | Scoop.it

Via Matilda Alisi
David Blomfield's insight:

This article gives some great tips for improving consumer engagement and goes over 4 simple steps to improve consumer engagement through email promotion, social media interactions and mobile. Personally  I believe that timing is very important as the time in which consumers read promotional emails can affect their actions for example sending out an email mid day during the working week would be ineffective as audiences are less likely to be internet shopping however if this was done after 5pm or during the weekend, there is more chance of response. It goes on to says that a brands understanding of their consumers behaviour can either make or break the brand. This means that marketers need understand their consumers buying habits to truly capitalise on their direct marketing. The main point is that before anything else you must understand your consumers and then engagement them with direct marketing that is specific to them.

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Sophie Trethewey's comment, September 26, 2013 7:47 PM
This article is interesting, an online marketplace I know has achieved high awareness in online shopping is a global company called ASOS. At ASOS you can shop any item of clothing and brands you can think of both high end and lower end, additionally they have their own ASOS brand on offer. The shop caters ofr men, women, kids, maternity, sports and more. They have free international shipping and appeal to an enormous mass market. ASOS saw a gap in the market for an online shopping marketplace that could cater to anyone anywhere in the world which attributes to shopping behaviors. Consumers enjoy shopping for all their needs in one place similar to department store shopping which has always been a hit. Four major things retailers need to focus on is launch holiday shopping promotions early as it will attract consumers at a fast pace. Segmenting your audience and targeting shoppers within your target market with urgent emails of last minute sales and special shopping days will reduce shopper fatigue and encourage a genuine interest and create a strong purchasing desire. Timing, launching new brands at the time when your big purchasers frequent your website and make purchases is key and will reach the right audience. Embrace mobile technologies and create apps and networking for consumers who are interested in convenience. Overall improving engagement during peak seasonal retail times will produce profitable returns on investment and deliver the best results to the desired target market.
Kevin yau's comment, September 26, 2013 8:47 PM
@Michelle Kim
It is a good article to read. Email is a good way to communicate with customers as email is an important platform to communicate with each other. Everyone has to check their email couple times everyday , so i think with an attractive topic will attract people attention.
Klaudia Lewis's comment, September 27, 2013 12:26 AM
This article strongly emphasizes the importance of consumer engagement and gives the reader four helpful ways to improve a brands ability to engage with their consumers. By starting online marketing campaigns early, brands are able to prepare for consumers who shop prior to the holiday season. It is said that by “using email promotions that include free shipping, discounts, and exclusive offers are an instant driver of consumer purchase decisions”. Another way to effectively engage with your intended consumer is to know and understand what segment you are targeting, this helps avoid message fatigue. It is essential that brands release email promotions and other messaging during times when consumers are most likely to be actively online shopping. By doing this brands have a higher chance of getting their consumers attention and are in turn able to promote their content in a more effective manner. I believe mobile technology is a way for consumers to get the necessary information regarding a brands product , out to their consumers. Through mobile technology consumers are directly able to buy and compare what brands and services appeal to them. Promotion through emailing helps consumers to view messaging and interact with a brand on a mobile platform.
Rescooped by David Blomfield from Week 7 - The Power of Ideas, integration across all media
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Week 6,7,8 | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Matilda Alisi
David Blomfield's insight:

This article was very interesting and article talks about how direct marketing is more relevant than ever due to the growth of online interactions and social media, marketers are now able to connect with their consumers on a more personal level through blogs and tweets. If used effectively in combination with type of data, direct marketing can enable marketers to develop and enhance emotional bonds with individual customers, and customer groups to grow the value of their customer base in real time. Now with this also happening with the mobile marketing tools, marketers can stay connected with consumers no matter where they go. This form of marketing is very affective because if a consumer wants to buy the product they can simply just order it from there Smartphone. With these new kinds of direct marketing marketers are able to obtain feedback from consumers on what motivates them to buy products and how they would like a to change a product for their requirements.

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Gregory Farr's curator insight, September 26, 2013 9:12 PM

Direct marketing and consumer engagement

This article brings up improtant points about how direct marketing has increased espically with new media and technology. There is always increased risk with personalised direct marketing through social media where you must make sure you keep to the theme and image of the company to not cause confusion. As long as you can keep to theme it can be a very powerful way to reach a large customer base. With more and more people purchasing smartphones and tablets over PCs Mobile apps are becoming an increasingly popular way to market directly. This article covers the strengths of direct marketing through such media very well

Jordan Reti Pereira's comment, September 26, 2013 9:49 PM
@Oscar. I agree with your insight when you say that if a consumer is interested in a product or service, they will pursue more information. This holds true especially when the business can portay messages that are relevant to consmures in order to catch their attention long enough to invoke and idea in their minds whether they want to continue the pursuit of information or move on with the rest of their day.
Ashleigh Nicol's comment, September 26, 2013 10:39 PM
New technology and digital channels has indeed opened up a lot of opportunities for marketing managers, however it is more important to directly market more than ever before. This is because it is growing increasingly difficult to gain the attention of consumers. Selective exposure has become a huge problem for marketers to overcome and direct marketing helps factor out this problem. This is because the direct marketing approach targets the consumer on a personal level and gets them involved in the advert. It provokes their opinion and can create negative or positive feelings, however both gaining the attention of the consumer.
Rescooped by David Blomfield from Week 7; The power of ideas, integration across all media
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Bringing It All Together:  Four Examples of Integrated Marketing Campaigns

Bringing It All Together:  Four Examples of Integrated Marketing Campaigns | Week 6,7,8 | Scoop.it

Via Jillian Hor Maelynn
David Blomfield's insight:

This article discusses some examples of successful IMC campaigns. Each of the 3 different campaigns Popeyes, Dickies and Wheat thins have a similar look and feel online as well as offline. The campaigns offer videos made for microsites that 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 found it very interesting that even though they are from different markets they are using the same methods of campaigning. We are told that to have an effective IMC campaign, consistency communication is important. This is important because running ads over social media, TV radio and all other forms of advertising for a campaign must be along the same lines and not straying away from the whole creative idea and concept. The message must be repeated across all medias in order for customers to immediately recognise the aim of the ad. This article was very interesting and recommend this article to any marketer who want to know more about integration across all media  

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Ashleigh Nicol's comment, September 26, 2013 10:15 PM
I like this article, it depicts four large companies and how they have integrated their different marketing functions to create a successful, well known brand. The consistent ideas and message make it easier for the consumer to relate to the brand and recognize the brands.
Klaudia Lewis's comment, September 26, 2013 11:38 PM
This article draws attention to four major brands who have had successful marketing campaigns. After reading this article I discovered three out of four of these brands have one thing in common, they utilize and employ T.V commercials as a means of advertising. Even though these brands are all different they each convey consistent messages that are clear, which is vital in integrated marketing communications.
Reece Gorinski's curator insight, May 7, 2014 4:39 PM

The article gives the good point of how IMC integrated campaigns are doing very well in many ways. Brands have effectively achieved customer appeal with advertisements reaching from TV ads to social media and offline methods such as newspapers and magazine articles. These methods are very effective as they all portray the same message within all of the advertisements. If these were different consumers would get lost and have mixed emotions on the brand.

Rescooped by David Blomfield from Week 8 - Direct Marketing and Consumer Engagement
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Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community

Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community | Week 6,7,8 | Scoop.it

Via Matilda Alisi
David Blomfield's insight:

I thought this article explained consumer engagement using different channels of direct marketing very well. We are told that Facebook, Twitter, Linkedln, smartphones, and tablets are becoming more and more used to market and connect with consumers. However sometimes what's "Hot" for example Facebook is not the best way to communicate with your consumers. It is important that direct marketers use the most appropriate channels for their brand to deliver a relevant messages to their consumer rather than just going with what is "hot. We are told that consumers care about communicating with each other and finding the information they need. Therefore it is important that direct marketers focus on channels that will offer the best chance of returning value as well as provide consumers with what they want and need. I believe this had a good look on direct marketing and a different perspective on what they believe consumers are looking for. I highly recommend this article for marketers that wish to know more about direct marketing.

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Thapthim (Thim) Phithak's comment, September 26, 2013 10:35 PM
Hi Sean, even though the article shows that there are high statistical results in consumers preferring to get direct mails, i still think that its still important to have communication directly with their customers so that you can engage with them more better in my opinion because you can connect to them emotionally, and it also gives a better chance for the sales person to convince their customer to buy their product.
Melika Trott's curator insight, September 26, 2013 10:56 PM

Direct marketing seems to be the way to go these days, and the way to do this is through social media. This makes it easier to communicate with the target audience and taylor the product to them as individuals. This article contains nothing about emotional responses, the most powerful of the direct markeing stratigies, but does conatin alot of infomation about how trends affect marketing. It is important to give the customer what they want rather than the latest fad or trend at the time. There is the opportunity to make alot of money by going along with the latest trend or putting out products that conform to the latest craze. But these products however have a shelf life of usually less than 6 months, after which they are usually abandoned, forgotten on thrown away. What businesses need to distribute is something people will always need or want, things that they will keep comming back to buy again and again and will still be relevant in the long run. However social media is a very very recent development, will it turn out just to be another fad? Only time will tell.

German Grebenyuk's comment, September 26, 2013 11:04 PM
That's true Melika, going for hot trends can be a way to make some quick money, but it fails far more often than it succeeds. Identifying your target audience, establishing a strong relationship with them and responding to their demands is the best way of ensuring consistent profit and long-term success of your business.
Rescooped by David Blomfield from Week 6; Creating an effective communication mix, Measuring results against objectives
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Setting goals and objectives makes your PR planning more effective - Public Relations Institute of Australia

Setting goals and objectives makes your PR planning more effective - Public Relations Institute of Australia | Week 6,7,8 | Scoop.it

Via Jillian Hor Maelynn
David Blomfield's insight:

This article explains how to set communication goals and objectives to make an affective public relation plan for your business and give us few useful examples to help understand it. The value of public relation is difficult to prove, however this can be done through measurable objectives for your goals.

 

This is why setting goals and objectives during planning is so important. Objectives are a list of steps that must be done in order to achieve the goal, a goal is usually something the company wants to do and there is only a 50-50 chance the company can do it, in short goals can't be a sure thing. There are three types of goals in public relations: reputation management goals, relationship management goals and task management goals.

 

As I said earlier objectives should be measurable, a measurable objective has four requirements: 1. an infinitive verb, 2. a single outcome stated as a receiver of a verb’s action, 3. the magnitude of the action expressed in quantifiable terms and 4. include a target date for achieving the outcome.

 

Lastly many people use a SMART acronym to help them to set objectives: specific, measurable, agreed, realistic and timed. 

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Sophie Trethewey's comment, September 26, 2013 7:20 PM
This article discusses the importance of PR planning and addresses how it can be measured by firms. Goal setting is a major theme in this article as it has several relevant benefits. It helps to quantify the resources that a business will need and improves the communication strategy. Objectives are subsets of goals that are often quantitative measures sometimes stated in percentages which are factual and can be observed for the business to evaluate. The three types of goals in PR are: Reputation management, Relationship management and task management goals. Intentions are stipulated in these goals which helps to rationalize outcomes. Overall the measurement of PR activities can not be measured unless the components are clearly defined. PR objectives should fit within the SMART goal formula so that it is achievable and will be most likely to result in a positive long-term outcome.
DavidShin's comment, September 26, 2013 8:38 PM
@danielle Peterson: I agree that the big objectives can be layered down to several small goals providing steps to make the goals easier to achieve. I agree with you @lily tran that SMART is a very simple a good way to achieve a realistic goal!!
the steps stated to achieve a successfull public relation strategy are very important too as some consumers want more than just advertising.
Steven Chen's comment, September 26, 2013 9:32 PM
Thanks for sharing this article, Lycoris. This article not only helps me to understand the different between goals and objectives but also let me know the importance of setting goals and objectives in terms of creating an effective public relation plan. Goals refer to the whole picture of the company, and they are broad, relatively abstract and hard to quantify. Objectives are measurable points that indicate how the company is making progress towards a broad purpose. The SMART objective is well known and used not only in marketing but also other domain such as event planning, and it is really useful. There are many benefits for setting communication goals and objectives such as 1. Lets employees know what is expected of them, 2. Let all people within an organisation know what is planned, 3. Helps to quantify the resources, 4. Helps to improve communication between the participants and 5. Creates measurable results.