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Consumer Engement for IMC Week 1
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Scooped by annabel rollinson!

The Dilemma for Direct Marketing in a Social Media World

The Dilemma for Direct Marketing in a Social Media World | Consumer_Engagement_IMC |

In an age of social media and marketing transparency, should direct marketers reconsider some of their tactics? I thought about this recently when I received an immense box measuring 30” x 10” x10” at my office.

annabel rollinson's insight:

The article follows the rising trend of social media and whether or not direct marketers should focus and rearrange their tactics due to the increase of technology and popularity of social media. The trick is to make the offer just valuable enough to tip the scales for people who might actually buy what you’re selling.


Jack Tang's comment, May 9, 2013 2:25 AM
I agree with the author that not everyone likes marketing. In fact, some consumer thinks that marketers are very annoying. But marketers are still here and works very well, and personally I like marketers, I think they are the one who sent out the messages about different product and services to us so it saves our time when it comes to research from us.
Kevin Chai's comment, May 9, 2013 5:46 AM
The article seems to revolve around a single strategy of gving the customer half of a product as an incentive to purchase the other half. While his examples got repetitive, it did drive home the point that different customers do appreciate different approaches. The example was a fairly clever tactic that showed how much more creative marketers have to be rather than relying on the outdated tv advertising bombardment.
annabel rollinson's comment, May 9, 2013 11:03 PM
Marketers need to plan very carefully when it comes to direct mail and using social media, things can be portrayed in different ways by different people, and different customers react to different things therefore marketers need to create a marketing programme that suites to all target markets.
Rescooped by annabel rollinson from Communication-mix-AUT!

What Is a Marketing Communication Mix?

What Is a Marketing Communication Mix? | Consumer_Engagement_IMC |
Companies that sell products or services use some or all of the components of a marketing and communications mix, also called a promotional mix. These include advertising, personal sales, sales promotions, public relations and direct marketing.

Via Bùi Nghĩa Dũng
annabel rollinson's insight:

The article explains all of the elements of the communication mix. The communication mix can also be called the promotional mix, with components such as advertising, personal sales, sales promotions, public relations and direct marketing. Advertising is said to be the most expensive promotional elements as it is mass media approach and reaches the largest audience, personal selling is also an expensive element of the communication mix and also may be impossible to achieve with some products and services. Sales promotion, public relations and direct marketing are not as expesnive as advertising and personal selling and are less attractive also.

Enele Westerlund's comment, September 26, 2013 7:20 PM
Blake, I definitely think PR is extremely important. The article does outline the major components of a comm. mix.
Zachary Woods's comment, September 26, 2013 9:47 PM
Blake I feel this article was beneficial in providing an overview of the marketing communication mix and its components. I agree that the public relations element of the mix is significant as well.
Vic Methven's comment, September 26, 2013 10:00 PM
Hey Chontelle, I enjoyed reading the article and your summary of it. I agree that creating a mix needs to be done effectively in order achieve the goals the company is aiming for. Direct marketing has got the potential to be effective but can be costly and annoying to consumers (i.e. your example of telephone calls during dinner). I agree that this article helped simplify crucial components in the marketing mix and how they are useful
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How Social Media and Content Marketing Changed Branding | Heidi Cohen

How Social Media and Content Marketing Changed Branding | Heidi Cohen | Consumer_Engagement_IMC |
Brands must project the values and importance of the products and companies they represent. While most marketers get the need for consistent use of colors, logos and design, they’ve never thought about their brands from the 360 degree, real life...
annabel rollinson's insight:

The first paragraph of the article states that "Brands must project the values and importance of the products and companies they represent. In today’s connected world filled with social media and content marketing, brands require more than a logo and a tagline.". I thought this was very true as times have changed and their are more elements that are needed to create a succesful brand and to keep up consumer engagement. Brands and their importance have changed over the past years, due to the rise of social media and other marketing influences. The importance of a company upholding their brand is very crucial, and if companies brand standards havn't been updated, they are in for a rude awakening. It is important for a brand to reasses and redefine their brand in order to keep up with the rise of social media.

jaklinissaeva's comment, March 31, 2013 11:39 PM
Social media has become one of the most important promotional tools for businesses today. It is important to ensure that a brand puts emphasis on the importance on values as well as the goods and services the company represents. I agree with the article, I feel that the landscape has changed. Companies and individuals that wish to survive will be forced to adapt to the new environment or they will be forced out of the market altogether however marketing in the new social media is often comparatively inexpensive and provides access to a vast global community. It also allows businesses to reach a more focused audience than ever before. For those with the imagination to exploit the opportunities that the internet offers. Companies must be able to adapt and keep up with technology in order to survive and be competitive in the market. This article puts good emphasis on how to "keep up with the program". A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without.
Renee Quarrie's comment, April 8, 2013 3:04 AM
It does seem like a strange concept thinking about how your brand sounds and looks in photos, videos and audio, however the points made in this article do make solid reasons on why its important. The article uses the microsoft example of the sound the computer makes when it starts up. I associate immediately with that sound and I think its a very effective part of the mircrosot brand. I think this article provokes some different trains of thought that could prove very useful for companies looking to improve their brand image.
annabel rollinson's comment, April 9, 2013 5:13 PM
All very good points, especially Tarjana, companies need to be constatntly updating and adapting to the changing surroundings, as social media is becoming more important in terms of branding and is used by many businesses to communicate with their customers. A social media site can portray a companies image in many ways in terms of the way the business communicates with the customer such as commenting back on bad or good feedback and also any customer queries.
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Integrated Marketing Communications - Then And Now - Forbes

Integrated Marketing Communications - Then And Now - Forbes | Consumer_Engagement_IMC |
So I'm thinking I may need to see a doctor or someone in the medical profession for it is becoming quite apparent that I am addicted to integrated marketing communications or at the very least I am obsessively compulsive over it.
annabel rollinson's insight:

The articles states the differences between the IMC concept 'Then and Now' I agree with the article and the IMC concept has definitley changed and improved. There are many different ways in which IMC is described sand different ways in which contrasting companies use the IMC process, for example Dwight Greisman states in the article that the use of 'online' has proven the ability to amplify the message and “The most important element remains that customers want and expect a consistent experience across all of their touch points with companies and products.” In Relation to customer engagement, the concept of online usage such as social media sights, adverts on the internet and also everything now being available, has changed the face of customer engagement and different things appeal to different customers.

Tarjana Patel's comment, March 19, 2013 12:52 AM
I agree with this article. The concept of IMC plays an important role, in the way products are marketed. However the role of IMC has changed overtime. In relation to consumer engagement, there is now a range of different types of IMC e.g. social media, changing the way consumers engage with the brand. But overall different customers appeal to different things.
Renee Quarrie's comment, March 19, 2013 6:11 AM
I believe what this article has touched on is very important. IMC is crucial in having a succesful campaign. It highlights the differing and ever chnaging opinions on the effectiveness of IMC. IMC allows you to reach different target markets as consumers are exposed to advertising differently.
annabel rollinson's comment, March 19, 2013 5:42 PM
It is true that IMC has evolved greatly in complex society of today and it will most likely continue to expand and grow into more ways imaginable. It has changed drastically over the years, considering in 1980 advertising and sale promotion were the only dominant forms of marketing communication used by most companies and the expenditure was focused on sales promotion techniques such as samples, coupons and discounts to retailers. By 2010 the amount spent on advertising was an increasingly large amount, and was spent on media advertising, direct mail, consumer and trade sales, sponsorships and also event marketing. Therefore we can see how much the role of IMC has improved and plays an important role in the marketing programs of companies in their efforts to communicate with and sell their products and services to consumers.
Rescooped by annabel rollinson from IMC- Consumer Engagement!

B2B Marketers Need To Get Real About Social Media and Customer Engagement - Forbes

B2B Marketers Need To Get Real About Social Media and Customer Engagement - Forbes | Consumer_Engagement_IMC |

"Customers are changing faster than many B2B marketers give them credit for.  Look at social media as an opportunity to continually earn customers’ trust by delivering useful, high valuable content continually and creating a solid platform of communication."

Via Keane Orchard
annabel rollinson's insight:

The article focuses on the ever changing result of social media and the way it affects customer engagement. Social media such as Facebook and Twitter as the most visited sites around the world used by millions and millions of people, and businesses need to target social media sites more to engage their customers and focus more on their product and engaging the customer using social media sites. The article states that "social media is the most effective in creating and sustaining communication with an entirely new segment of customers that aren’t being listened to today" therefore i beleive this is the most important thing businesses should be relying on and implementing their IMC concepts towards this era.

Danielle Mcnae's curator insight, August 19, 2013 6:35 PM

This article gives an insight into how B2B companies can use social media as a communication platform and engage their consumers. From a shift in traditional marketing in B2B (interactive marketing) this article looks at how digital media such as social media sites (Facebook, Linkedin, YouTube..)  can connect customers and companies more effectively. 


"It is incredibly short-sighted of any CMO, whether in B2B or business-to-consumer (B2C) to discount its value and say it is irrelevant to their marketing efforts" - Louis Columbus 


This form of marketing is forever seen in B2C markets however social media is becoming the new norm for engaging consumers despite what market they are in. B2B companies needs to consider this shift and the value it can bring to their companies. The current and new generation of B2B marketers heavily relies on social media for knowledge and information on brands. Furthermore by marketing via social media they will be able to communicate to new customers that they haven’t been able to engage with in the past. 


I believe the welcoming of social media in B2B markets should not be viewed as an end of an era of traditional marketing, but as a new form of communication to new customers. In an ever-changing business environment it is crucial to always be adapting to keep up with the ever-changing consumer. 

Farah Ahmad's comment, August 20, 2013 6:04 PM
I think the introduction of social media in B2B marketing is a great opportunity for the market. The risk would be negative feedback and a bad reputation spreading faster which could be damaging for new companies. I agree with your insight Danielle. It's important for companies to be able to adapt and change to fit in and keep up with the environment and satisfaction of its consumers.
Rebecca Taylor's comment, August 22, 2013 9:12 PM
I agree with you Danielle and find your insight very interesting. This is an exciting time for marketing and advertising and this new technology is opening so many doors and creating new opportunities. I also think the main benefit for the consumer is that they are receiving relevant advertising that is aimed directly at them, as opposed to vague, unrelated adverts.
Rescooped by annabel rollinson from Implementation of IMC!

SRJ Marketing Communications - Steve's Blog - 6 Steps in the IMC Planning Process

SRJ Marketing Communications - Steve's Blog - 6 Steps in the IMC Planning Process | Consumer_Engagement_IMC |
You might be surprised at just how many businesses and organizations I talk with that do not have...

Via Vivien Dohyun Jung
annabel rollinson's insight:

This article is interesting as it states that not all businesses hold an IMC programme when looking at their marketing objectives. Having an Integrated Marketing Plan is key when setting us a business and ensuring marketing objectives are achieved. The 6 steps which can be following in the IMC planning process goes as follows; the business should know their target audience, then move on to develop a situation analysis such as SWOT, Determine their marketing communication objectives, determine a budget and evaluate and measure. These 6 steps are important when planning a succesful IMC strategy.


Renee Quarrie's comment, May 9, 2013 1:30 AM
Making sure you have a plan in place is essential for any business. The IMC planning process is a great tool for a company to begin planning. I think analysing your situation in the market (SWOT) is important as it allows you to be aware of where you are currently are, and opportunities of where you could be in the future.
jaklinissaeva's comment, May 9, 2013 2:26 AM
IMC planning process is an important markting tool which helps in ensuring that your marketing objectives are followed to plan. The article highlights some of the steps to go about the planning process which I found very relevant and usefull.
annabel rollinson's comment, May 9, 2013 11:01 PM
I agree with all of the comments above, it is evident that in all a plan and strategy are key in developing a succesful IMC programme
Rescooped by annabel rollinson from milestone1 IMC concept and Brand Management!

Integrated Marketing: Communicating One Big Idea

Integrated Marketing: Communicating One Big Idea | Consumer_Engagement_IMC |

Integrated Marketing is about communicating one big idea across several media channels with one voice in order to reinforce the brand’s core message and create a greater and seamless experience for the consumer.


I recently stumbled upon this very explanatory and creative video by Baumann Ber Rivnay/Saatchi & Saatchi showing their take on integrated advertising. Here are some of the main points:

Today’s consumers are much more connected and involved as technology, the Internet and social media are a great part of the consumers’ lives. This changes the way we consume information, decide what to buy and experience brands.Today’s consumers lose interest very quickly as they are looking for something beyond the marketing message and ask themselves the question: “What’s in it for me?”Integrated advertising adds value lets consumers take part in an experience that they want to be involved in and share with their friends.The big idea has to integrate with media tools that link to each other and not just stand alone.


How do you succeed?

So how do you as brand ensure this experience? The key is consistency in your communication and coherence in your message. Brands often have a number of agencies working for them. It is therefore imperative to communicate brand activities and brand voice to all entities to make sure that communication across all channels is aligned and that every channel really serves the big idea.


Activate campaigns across all channels and make sure to communicate any brand activity to all agencies working for you to reinforce the impact of the message. E.g. your Social Media Agency should always be aware of any communications going on offline in order to activate the message across social platforms and create linkage between the on- and offline worlds. With today’s technological evolution, people encounter brand messages just as much online as in TV-spots and billboards. The agency should also be informed about both the overall strategy of the company and any changes in that strategy. Provide your Social Media Agency with visuals and information about your traditional advertising efforts and further develop those ideas to exclusive content for your social media presences to enhance the experience.


Analyse the effectiveness of each channel during and after a campaign and be attentive to what consumers want through monitoring and listening. Also, it is important to stay updated with the new innovative media tools – such as here on the Mindjumpers blog.


Basically, you need to ensure that all channels don’t work isolated but rather together as a unified force to strengthen the core message of your brand.

Via Bk Chin
annabel rollinson's insight:

This articles shows us what IMC is, how to succeed in IMC and the main points in taking on intergrated advertising. The definition of IMC according to the article states that "Integrated Marketing is about communicating one big idea across several media channels with one voice in order to reinforce the brand’s core message and create a greater and seamless experience for the consumer.", I agree with this but isn't there more to the whole concept of IMC. The article continues to comment on how to be succesful with the IMC concept, commenting on communication, coherance in your message and campaings and channels.

May Elizbeth 's comment, August 22, 2013 6:05 AM
"Integrated Marketing is about communicating one big idea across several media channels with one voice in order to reinforce the brand’s core message and create a greater and seamless experience for the consumer" - simple and straightforward definition of IMC! very interesting article indeed Rachel!:)
Wenyu Liang's curator insight, May 4, 2014 7:22 PM

Not only communicate directly with customer is a kind of communication but also advertising, sending email are part of the offline communication with customers. By using IMC, business needs to expand their way of communication in order to build a steady relationship with customers. However, just because there are numerous ways to promote the brand, the idea the brand wants to delivery must be a consistent message. This article mentioned that the social media agency is able to communicate offline and different social media might enhance experience of the brand. However, brands need to innovate the media tools to attract more people. For example, coca-cola has advertising everywhere, like billboard, TV, movies, even MV. And it delivery a single big idea- enjoy. Coca-cola has its own website and it offend held sports` competition or do promotion in the supermarket. Therefore, it affect me since i was a little and i keep receiving its message everyday.  IMC needs to be adopted by every business as it can emphasis the message of a brand and increase the opportunity that the brand communicate with people. Only a brand is well-know, the long-run value will be increased. 

Rescooped by annabel rollinson from Public Relations & Social Marketing Insight!

Coca-Cola Clarifies: Social Media Is "Crucial" & Drives In-Store Sales

Coca-Cola Clarifies: Social Media Is "Crucial" & Drives In-Store Sales | Consumer_Engagement_IMC |

A Coca-Cola executive threw cold water on social media buzz earlier this week when he told an advertising conference that the company doesn’t see a relationship between online buzz and the company’s short-term product sales. ... After the AdAge article created a lot of buzz this week (ironic, isn’t it?), Coke went out of its way today to emphasize that social media plays a “crucial role” in its online marketing, and has been driving in-store Coke sales. Wendy Clark, Coca-Cola’s Senior Vice President of Integrated Marketing Communications and Capabilities, wrote a response to the conversation on the company website: None of our plans are simply social, or TV, or mobile or experiential. On the contrary, it’s the combination of owned, earned, shared and paid media connections – with social playing a crucial role at the heart of our activations – that creates marketplace impact, consumer engagement, brand love and brand value. Reach, engagement, love and value are the markers of success we use for our campaigns. We measure these in a variety of ways, often with our media partners. In beta testing with Facebook, we’ve been able to track closed-loop sales from site exposure to in-store purchase with very promising initial results that are above norms for what we see with other media....

Via Jeff Domansky
annabel rollinson's insight:

I enjoyed reading this article as I am a huge fan of Coca-Cola and the way they brand their products and engage with the consumer. I agree when they say that social media is crucial and has been driving their in store purchases but it is not everything! Social Media is the new thing and it is probably one of the greatest ways now adays to connect with the consumer and increase customer engagment but when you first read the article it is slightly confusing, due to the fact that Coca-Cola brush off the fact that Social Media only increased 0.01% of their sales. The article continues to state that they have many veiws on the implementation of the use of social media and that they use a mixture of different elements to boost sales. "None of our plans are simply social, or TV, or mobile or experiential. On the contrary, it’s the combination of owned, earned, shared and paid media connections – with social playing a crucial role at the heart of our activations – that creates marketplace impact, consumer engagement, brand love and brand value." Therefore showing that social media isn't everything and they still use the traditional marketing elements to increase their brand.

Sisyliana Halim's curator insight, August 21, 2013 2:39 AM

 This article shows the importance of intergrating the social channel into the brand you are working for or trying to promote. Coke states that social is crucial espically in this day and age where social media plays a crucial role in its online marketing. The senior Vice president stated a very important thing which is " None of our plans are simply social, or TV, or mobile or experiential. On the contrary, it’s the combination of owned, earned, shared and paid media connections – with social playing a crucial role at the heart of our activations – that creates marketplace impact, consumer engagement, brand love and brand value."


Which is true because i think without intergrating other concepts into the way we market it would not be as effective as they would like. Using a platform such as Facebook, youtube and Twitter in the right way allows these intergration to be successful, if not i beleive that cokes marketing campaign would not be as effective as they would like. Again we have to start thinking about effectively using the different social media platforms we are given today and intergrate that to the differnet segments and target markets we are trying to aim for. 

Sean Peh's comment, August 22, 2013 6:25 AM
If it wasn't obvious enough, by now everyone should be able to agree that social media is one of the biggest things in the world and almost everyone uses social media such as Facebook, Twitter, Youtube, etc. As was mentioned, even one of the biggest if not the biggest brand which is coke uses social media to promote and create awareness for its brand.
Thapthim (Thim) Phithak's curator insight, August 22, 2013 11:51 PM

This article evident that advertising their coca cola brand through social media is the most effective way. It talks about the importance of integrating the social channel, coca cola clearly state that social media is crucial, by advertising the brand through social media will make the brand become more recognise or sustain its recognitions world wide. I agree with the article since most social media are easy to access plus cheap, so why not use it as their advantage to be successful.

Rescooped by annabel rollinson from Brands and brand management brand strategy!

A strong brand, or a strong strategy, which is more important?

A strong brand, or a strong strategy, which is more important? | Consumer_Engagement_IMC |
One of the members of the SME Strategy Facebook community asked the other day: "When you have a brand name with poor strategy or a strong strategy with out a brand name......... which will lead to success ?

Via Rebecca Boschma, SooJin Kim
annabel rollinson's insight:

I agree with the writer of the article in choosing a strong strategy also, a strong marketing strategy does in fact involve creating a strong brand with many different components, and without a strong strategy a strong brand does not exist. The implemtation of IMC is important in creating strong brand image and also brand attributions. Even though there are not guarantees that the strategy which has been put into place will be succesful and help create a strong brand image, the strategy put into place will help guide the brand and following objectives and implementing different methods will guide the process.

Jieyi Situ's comment, March 21, 2013 4:36 PM
A strong strategy can prop up a strong brand, On the other hand, a strong brand can help company send more information to the customers. So in my opinion, both strong strategy and strong brand are important.
breanna france's curator insight, April 7, 2013 9:30 PM

This artcle got my attention as it has helped me to understand what to do once you have a marketing strategy.. you create a brand! with the force of the three aspects of brand, marketing and business strategies this can be such an important component of building a brands image. Also out of the three I personally think that the brands strategy is one of the top things a business can have because if they dont have a brand image no one will know what the company is about.

Ying Wang's curator insight, September 25, 2014 1:19 AM

Brand is the entire experience your prospects and consumers have with your company products and services. It is a Brand Cognitive and audience awareness. Strategy of Branding is crucial for products and services sold in huge consumers market, which is a long-term development. So in my opinions, both Brand and Strategy are a equally important.