Brands and brand management: the importance of branding
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Rescooped by Sam Liu from The power of ideas; integration across all media!

New Media Knowledge - The power of integration

New Media Knowledge - The power of integration | Brands and brand management: the importance of branding |
'We developed a great concept for TV which has to work across all media channels' would be the brand manager's cry. In theory, this sounds like a great idea. In practice, however, many studies have shown that new creative ...

Via Sam Shen
Sam Liu's insight:

This article is about how integration affect brand value. It meations advertising that is no longer trusted by consumers and integration can solve the marketing challenges or maximizing a marketing opportunity. Integration is to tell the ideas but not sell. In marketing, integration does not intend to say how good the idea is but to tell what can be offered from the goods or service.

Hendy Han's comment, September 26, 2013 7:13 PM
Another great find Levi. It give me a much clearer idea how integration could give a significant effect on brand value. It give me a better understanding, that integration is a critical point to create a better marketing program. Putting an non-integrated and stand alone marketing program will create a less focused IMC of the brand.
Enele Westerlund's comment, September 26, 2013 7:30 PM
Blake, very true that consumers have the power to find out about any product they require. Creating a planned and consistent integration definitely allows for brand loyalty to grow. The article is definitely a detailed one. With It would be very easy for a consumer to shift in brand loyalty if they do not have a resounding reason to be loyal to the brand. Integration here really does build up from the core and allows consumers to engage across multiple platforms.
Calvin Henton's comment, September 26, 2013 9:11 PM
Interesting article as it gives an understanding of how integration is important to connect with all media channels and obtain an effective brand value to increase retention and consumer loyalty.
Scooped by Sam Liu!

Disconnect between consumers and businesses in social media, new research reveals

Friday, 03 May 2013 11:57Yolanda Redrup 

Companies may be dedicating big bucks to their social media channels, but new research reveals consumers don't really care.


The 2013 Optus Future of Business Report released yesterday reveals the current base of consumers who use social media to interact with organisations is low, with only 4% using social media to connect with businesses.


But the vast majority of businesses intend to use social media in the next three to five years.


The study of 550 decision-makers across business with over 100 employees, along with government organisations and 2177 consumers over the age of 18, found 86% of organisations expected to use social media in the next few years, an increase of 24% from last year.


But while businesses are embracing the online realm, it seems consumers are still favouring traditional methods of communication.


Two-thirds of consumers rated talking to a person from a business as important and 44% said they received better customer service via this form of communication.


Social media expert with Dialogue Consulting, Hugh Stephens, told SmartCompany people can get "stuck in the rhetoric" that social media is for everyone.


"These findings aren't particularly surprising to me because the everyday consumer is in a position where they're getting hit by more and more marketing channels every day.


Despite this disconnect, both businesses and consumers agreed future transactions will be done online and digital technology is of growing importance.


Within the last three months, 42% of consumers had gone online to interact with businesses, and over the next three to five years, 56% of respondents believed their preference of interaction channel will have shifted to online.


In the coming years social media is still predicted to rank lowly in terms of customers communicating with businesses.


In the next three to five years, only 8% of respondents said they'd communicate with organisations via social media.


Optus Business vice-president of marketing, products and strategy Scott Mason told SmartCompany this disconnect was surprising.


"Consumers may still see social media as a relatively private communication tool for peers, friends, family. Not something they expect to use as an interface to connect with businesses."


But Stephens says too many companies are using social media as a straight marketing tool, when this isn't how consumers want to engage.


"People go to these networks to communicate, rather than to be marketed to by brands. In terms of marketing, enterprises need to have highly integrated campaigns, large-scale interactive campaigns which interest consumers," he says.


Stephens says social media is not the right communication platform for all businesses.


"Businesses need to consider if social media is providing them with an ROI, and if it's not, then perhaps it's not the platform for them," he says.



Sam Liu's insight:

This article is about the a recent reasearch has proof that consumers is less interesting to be connected by social media. It said, they prefer use social media to connect their friends, family and peers, but not business. However, in the next 3 to five years, business will increase approximately 24% of their expenditure on social media which is to be meation ineffective from the research. they prefer to be communicate one-to-one. despite, the growing number of internet communication.

Joanna Hou's comment, September 26, 2013 4:43 PM
This is a research article demonstrates that consumers is less interested in the connection with business by social media.They are much more prefer to use social media to get connected with their friend, eventhough there is only 8% respondents will communicated with organization via social media, business still need spend a large amount of money on social media to increase the brand awareness.
Rescooped by Sam Liu from Creating an effective communication mix. Measuring results against objectives.!

Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Brands and brand management: the importance of branding |
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 ...

Via Jessie Joseph
Sam Liu's insight:

This article is about when create communication mix, four factors are important to the marketer. First is target customers, marketers have to know who will likely to buy the product, so they can do research on those segments for their behaviour. For example, if the target segment is female old people and marketer will find that they usually watch TV. Thus, TV channel is necessary for communicate. Second is choose the channel, as i have meationed, choose effective channel based on target segments' behaviour or other media that will likely affect them. Third is the cost estimate, if the cost is expensive, we have to see that whether if it is effective and marketers are willing to take the risk and they have to see if its affordable. Fourth is measuring, it is how effective three factors above to the communciation.

Ashleigh Nicol's comment, September 26, 2013 10:17 PM
I used this article also, I agree that only a very basic outline is given to the reader and that these factors need to be elaborated on. I also agree that some of the mediums can be very costly and monitoring of money being spent is essential in ensuring you have a profitable marketing campaign.
Holly Adams's comment, September 27, 2013 12:11 AM
@yuhang. Good article choice, however could learn more about it but would have to look outside of this article. This is though a very good article for those who know nothing about the marketing mix and it's importance. I agree with the statement that more money does mean better marketing. It's often the more creative and cheaper advertising grabs the attention of the consumer. People want to see something different, that doesn't always mean advertising on a different avenue but it means making a creative form of advertise. Whether it be a catchy song or slogan or and image no one can get out of their head. That would be a successful way to use the marketing mix.
Shichi Zhong's curator insight, May 14, 2014 12:31 AM

Marketing Communication Mix is one of the most important issue not only in IMC but also in the whole marketing area. This is because nowadays people all use multi-functional tools to do everything. For marketers, they should also combine all different marketing strategies or tools to gain the consumers. "You create your marketing mix from a combination of advertising, sales promotion, public relations, direct marketing and interactive marketing. " This sentence is exactly represent the main idea about Marketing Communication Mix. Target Customer; Communication Channels; Cost Estimates; Measuring, these four elements are very important when developing effective marketing communication mix. Each element can play its own role to help marketers understand the market and then expand the market by mix all four elements together.

Rescooped by Sam Liu from Direct marketing and consumer engagement!

Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Brands and brand management: the importance of branding |
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Tyler
Sam Liu's insight:

This article is about that direct marketing has greater use than ever before. Many successful relate direct marketing with social media and reach to customer personal level. the communication became co-creation with customer. Marketers need to understand how they prefer their products like.However, one downside for co-creation is that sometimes cusomters don't even know how they like their products to be. They use because other people use and become paralysis. But back to the topic., the article meations that easy jet has successfully approach mix direct marketing which rocketed the company's profit

Enele Westerlund's comment, September 26, 2013 7:44 PM
Blake, DM's definitely efficient because of it's direct nature. It does exactly what it is meant to do. The article was an interesting read and it is true that direct marketing may also help to strengthen a relationship between a product/company and a consumer.
Calvin Henton's comment, September 26, 2013 9:24 PM
Direct marketing tools is very effective and through social media it is a way of engaging companies and consumers to communicate and gather information that would help reach the target audience. It is also a source of bond between your target consumers and the product.
Linda Allen's curator insight, September 27, 2013 9:07 AM

Social media and Direct Marketing--a great marriage.

Rescooped by Sam Liu from Week 8 - Direct Marketing and Consumer Engagement!

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 | Brands and brand management: the importance of branding |

Via Matilda Alisi
Sam Liu's insight:

This is an interesting article. It points out that many direct marketers communicate their message through "hot" channels such as facebook, twitter and linkedin. It is true that popular channels can easily be reached by customers. However, is it the best way to engage customer, if yes, is it the most effective way to engage with them. More often, direct marketers forget that customers are searching information instead of what they have seen. It also doesn't communicate clearly the core message that direct marketers trying to deliver. Yes, it is easily to be reached by cusomters, but not the best or the most effective way to engage with them

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.
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Brand Management Guides: 5 Elements of Managing your Brand

Brand Management Drivers: Developing and managing sustainable brands requires a disciplined system of delivering exceptional and relevant experiences for the customers and stakeholders through effective connections and ongoing engagement as well as...
Sam Liu's insight:

To manage a brand, i do belive the five drivers are meationed are important. First, brand manager has to understand customer experience, because it is almost impossible to tell people what they dont know. it is easlier to brand using customer's knowledge or experience. Second is connection, it means that the way to communicate to customers. Cause cultural differences, manager has to understand customer's value and norm and using appreciate way to communicate. Engagement to consumer helps brand manager understand cusomers by listening. its a two-way communication. The next is advocate. The organization has to create the vision outside the organization by employees. And the last driver is promise, organization has to deliver what they promise from the brand

Anna Kong's comment, August 22, 2013 8:47 PM
I agree with Gibson, great article it's interesting and gives a good idea on what brand management is,
Matthew Randrup's comment, August 22, 2013 10:08 PM
i agree with ahmed that social media is highly important in getting consumer engagement with the brand. I like the mention of the five elements as this can be used as a format to create this connection.
Shichi Zhong's curator insight, May 14, 2014 12:27 AM

Short article but very helpful. 5 elements include: experience; connection; engagement; advocates; promise. The first one is experience which is the most important element in brand management. "you should think through the process of creating an ongoing customer and stakeholder experience", as a brand manager you should keep thinking about how the experience could influence the consumers/shareholders then can easily change the branding strategy for better experience of consumers. Other 4 elements are pretty much based on how the experience is set up.