IMC Milestone 1
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Rescooped by Yuhang Wei from Program planning, Objective, Budget, Measuring success.
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Establishing Objectives and Budgeting for the Promotional Program

Establishing Objectives  and Budgeting for the Promotional Program | IMC Milestone 1 | Scoop.it
Can we measure the ROA? Oopsss ! This is not Return on Assets, this one time and it is: RETURN ON ADVERTISEMENTS Is it hard to measure this ROA? Although a number of metrics can be used as a proxy ...

Via Eden, Sisyliana Halim
Yuhang Wei's insight:

As the article mentioned, communication; planning and decision making; measurement and evaluation are three important elements to consider to measure the ROA (Return on advertisements). In the IMC workshop we watched a video made by NZ Transport Agency called "Legend" also known "Ghost chips". That is a really good example to show how the ROA is acheived because this ad is very popular and discuss by many people. It can explained by "SMART" model and also it link to IMC. Marketing is quite different with IMC, marketing is more about how to deliver the value to its target market and IMC in some level deliver specific information to ahcieve it.

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Alexandra Renall's comment, August 22, 2013 4:01 PM
This article communicates a clear and concise interpretation of the importance of planning. It is good to see the author has included smart objectives; this is a very effective format to follow whilst organising a campaign. I specifically noted the mention of 'time frame must be aggressive yet realistic.' Time frame is probably the most important detail to consider in any campaign - if a marketing company does not stick to their timeline their campaign will fail.
Labroye Tauevihi's comment, August 22, 2013 9:21 PM
There are many important and critical aspects in regards to the objeectives of promotional capaigns that I have read in this article. The discussion of the SMART chart is effective and should be applied to all those that are dealing within the same field. Having a clear and concise SMART goals will be a huge advantage, and will also build a much more clearer knowledge of what objectives and goals the brand is aiming for.
Shichi Zhong's curator insight, May 14, 2014 12:23 AM

As the article mentioned, communication; planning and decision making; measurement and evaluation are three important elements to consider to measure the ROA (Return on advertisements). In the IMC workshop we watched a video made by NZ Transport Agency called "Legend" also known "Ghost chips". That is a really good example to show how the ROA is acheived because this ad is very popular and discuss by many people. It can explained by "SMART" model and also it link to IMC. Marketing is quite different with IMC, marketing is more about how to deliver the value to its target market and IMC in some level deliver specific information to achieve it.

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4 simple steps to improve consumer engagement

4 simple steps to improve consumer engagement | IMC Milestone 1 | Scoop.it

Brands that don't understand online behavior engage with consumers at the worst times. Here's when customers are ready to shop and how to best connect with them.

 

Brands live and die by their ability to understand and target consumer behaviors. When digital marketing strategies align with consumer online shopping behaviors, it's a major accomplishment for brands eager to capture their share of the digital marketplace.

 

The catch is that marketers often base digital spend on assumptions and perceived consumer behavior rather than the actual ways consumers interact with brands online. As a result, investments designed to improve consumer engagement -- email promotions, social media interactions, mobile spend -- frequently miss the mark, compromising the brand's ability to connect with the right consumers at the right times.

 

The misalignment of brands and consumers is even more relevant during the holiday shopping season. For instance, a recent study showed that half of consumers are influenced by social media when making online purchases, but only 8 percent of Facebook campaigns and 4 percent of Twitter campaigns focus on money-saving promotions. Unless big brands effectively calibrate their marketing strategies to align with actual consumer behaviors, it's unlikely that they will be able to achieve holiday sales targets -- not to mention sales goals for the rest of the year.

 

Continue Reading .... 

Yuhang Wei's insight:

Good article and very clear points. It mentioned that social media is now a very important tool to develop consumer engagement. I agree with this opinion, most people now choose online shopping rather than go to the physical stores. This is actually a marketing change from physical to online model. If companies want to improve consumer engagement they should pay more attention to social media area and online sale model. This is the future marketing key element. The author talk about 4 steps to improve consumer engagement,  these steps can turly help marketers to develop the market well via social media tools and therefore gain the consumers

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Joly Yuan's curator insight, September 26, 2013 10:37 AM

This article is mainly about specific consumer engagement, referring to the online retailers. The article states how to improve consumer engagement when digital marketing strategies align with consumer online shopping behaviors. It is suggested that the best ways to improve consumer engagement is to have the right timing with the right consumers. Then the author indicates that there are four useful steps to improving consumer engagement. Firstly, it is better to start early to promote specials, discounts, and exclusive offers to consumers. Secondly, bands need to segment their consumer, and send more frequent and urgent messaging to reminder audiences to shop with us. Thirdly, the marketers should understand when the right time for consumer online shopping. Lastly, marketers should interact with the consumer on mobile more frequently. In my opinion, this article is really helpful for understanding ways in which businesses can improve consumer engagement.

Kimberley Mar's curator insight, March 18, 2014 7:10 AM

This article reinforces the importance of improving consumer engagement for a brand. The survival of a brand is based on understanding and targeting consumer behaviour, which are vital to comprehend in order to maximize your brand's potential. For instance, online brands need to align their digital marketing strategies with consumer online shopping behaviours in order to capture a share of the digital market place. In order to do so, marketers need to understand the 'actual' ways consumers interact rather than make assumptions or perceptions of consumer behaviour. From this article I have extracted 4 concepts that a company could perform in order to improve their ability to engage with consumers via online channels of marketing: 1) Start Early, in relation to emailing promotions and including free shipping options, discounts and exclusive offers which will drive purchase decisions. 2) Segment Audience, by targeting shoppers with frequent and  urgent messages that have deadlines for offers in order to avoid message fatigue. 3) Consider Timing, relates to the release of the promotional material at specific times of the day when consumers are most likely to be online. By understanding these consumer buying patterns, marketers are able to establish a system that will release promotional materials at peek hours. 4) Leverage Mobile, will take advantage of the constant use of the mobile phone by enabling consumers to view messaging and interact with the brand via online platforms accessed via their mobile. High levels of consumer engagement are vital for the survival of a brand and once achieved, allows for comprehensive and consistent marketing strategies to be implicated. In conclusion, by aligning digital channel promotions with the real-world consumers behaviours, in the long term result in increased return of investment and establish strategies that deliver results. 

Shichi Zhong's curator insight, May 14, 2014 12:21 AM

Good article and very clear points. It mentioned that social media is now a very important tool to develop consumer engagement. I agree with this opinion, most people now choose online shopping rather than go to the physical stores. This is actually a marketing change from physical to online model. If companies want to improve consumer engagement they should pay more attention to social media area and online sale model. This is the future marketing key element. The author talk about 4 steps to improve consumer engagement,  these steps can truly help marketers to develop the market well via social media tools and therefore gain the consumers

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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...
Yuhang Wei's insight:

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.

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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.

Rescooped by Yuhang Wei from Emotional Responses
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Emotional #Marketing : What Makes Buyers Buy

Emotional #Marketing : What Makes Buyers Buy | IMC Milestone 1 | Scoop.it
The Role of Emotions in Marketing What’s more logical: Option 1: Clearly stating the facts about your product/service offering and touting the benefits

Via Gladys Pintado, ThePinkSalmon, Ilona Hussain, Laura Killgour
Yuhang Wei's insight:

Emotional response is probably one of the most comolicated but very important topic in marketing. This is because consumers' responese can be so different therefore consumer behavior also need to be learned by marketers. This article deeply discuss how the consumers response when they purchase stuff and analyse the reasons that could make buyers buy. Also, the article mentioned that emontional response can be happened in both B2B and B2C model after all "you are always marketing to humans" Quiet interesting points and very helpful for my IMC study.

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CHEN SUN's comment, August 21, 2013 8:39 PM
The article started with two different situation questions that looks similar but have various outcomes. The first option is a logical and clear method to show the features of a product and second option has a emotion attachment not like the first one use straightforward words. The result is the second option makes buyer buy which means consumers are more involved with the second method which is a emotion based approach to make audiences have a recall in their minds that this situations happened to me once and now this product can solve it for me! Therefore, emotion marketing is essential because it can catch customers' emotional reposes and simulate them to make purchase decisions.
Shichi Zhong's curator insight, May 14, 2014 12:24 AM

Emotional response is probably one of the most complicated but very important topic in marketing. This is because consumers' response can be so different therefore consumer behavior also need to be learned by marketers. This article deeply discuss how the consumers response when they purchase stuff and analyse the reasons that could make buyers buy. Also, the article mentioned that emotional response can be happened in both B2B and B2C model after all "you are always marketing to humans" Quiet interesting points and very helpful for my IMC study.

C hu ck's curator insight, May 14, 2014 6:26 AM

This article is about the roles that Emotions play in marketing, to see what makes consumers buy a specific product.

There are, clearly, several different types of advertising, and it is important to understand the role and purpose within the context of the specific advertising campaign (Yeshin, 2004). Using the example of a washing machine, the author illustrates that emotional excitement an advertisement brings works better than the factual statement regarding the product. The main reason attributed to by the author, is that “we are not designed to listen to reason”, and “our emotions are the driver when it comes to our purchase decisions”. Personally, I think it is true, because I do consider myself an impulsive buyer.

Physiologically, our brains are wired for emotional response. Therefore, in the marketing area, successful marketers usually create emotional connections by using visual media and telling compelling stories.

Therefore, in emotional marketing, marketers should adopt a series of techniques to create emotional connections with consumers, including creating image-rich stories, adapting to different media, and using visuals wisely.

In brief, consumers are humans, who make quick decisions on actions based on an emotional response. 

Rescooped by Yuhang Wei from IMC Understanding Integration: The Concept of Combining Marketing Communications.
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Integrated Marketing: If You Knew It, You'd Do It

Integrated Marketing: If You Knew It, You'd Do It | IMC Milestone 1 | Scoop.it
The glut of places to advertise makes it easy to confuse customers with contradictory messages. Execute a strategy that integrates all your efforts

Via Ilona Hussain
Yuhang Wei's insight:

A very professional explanation about integrated marketing. "Integration means communicating a consistent identity from message to message, and medium to medium, and (more importantly) delivering consistently on that identity." This sentence pretty much explain the whole thing about integration. It does not only mean integrate different message or information together but more important is how they get to integrate and what is the outcome after the integration. Many organizations are now focusing on integrated marketing to improve the efficiency of the whole system. Like the title said: If you knew it, you'd do it.

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Norman Vaz's curator insight, August 22, 2013 9:20 PM

Integration is the most fundamental aspect of IMC. This article reflects on why we as marketers always have to use integration in all aspects as it is a communicating too to the consumer which establishes what your brand stands for and what it is its identity in the market place. This article also comments on how consumers would be satisfied and companies would be very successful if they used integration in their marketing.

Aleisha Snell's comment, August 23, 2013 12:21 AM
This article is benefitcal for any business as it outlines that interegation for IMC and companiesare infact an important aspect. however it is important to understand that too much integration can cause conflict. Companies as outlined in the article can either get away with using the same marketing messages however there are companies that needs to reinforce the same message but in a new context to help them grow.
Shichi Zhong's curator insight, May 14, 2014 12:26 AM

A very professional explanation about integrated marketing. "Integration means communicating a consistent identity from message to message, and medium to medium, and (more importantly) delivering consistently on that identity." This sentence pretty much explain the whole thing about integration. It does not only mean integrate different message or information together but more important is how they get to integrate and what is the outcome after the integration. Many organizations are now focusing on integrated marketing to improve the efficiency of the whole system. Like the title said: If you knew it, you'd do it.