Milestone 2
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Milestone 2
Communicating with consumers, Program, planning, budgets, measuring success.
Curated by Paras Chadha
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Survey: Small & Midsize Businesses Are Spending The Majority Of Their Marketing Budgets On Email

Survey: Small & Midsize Businesses Are Spending The Majority Of Their Marketing Budgets On Email | Milestone 2 | Scoop.it
According to a study commissioned by iContact, small and midsize businesses are allocating the largest share of their marketing budgets to email, with more than half spending up to 20 percent of their total marketing dollars on email marketing...
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Powerful yet often overlooked: emotional response

Powerful yet often overlooked: emotional response | Milestone 2 | Scoop.it
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou  I’ve discussed that communication is essent...
Paras Chadha's insight:

This article talks about “What do we want the audience to remember?” ,“What do we want the audience to feel?” Rather than asking, “what should be the tone and manner of the communication piece?”. With some beautifully drawn examples.

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Kimberley Rogers's curator insight, August 21, 2013 11:04 PM

An interesting point is made in this article; that instead of saying 'what do we want to say?' We should be saying 'what do we want the audience to remember/understand?'. This is a very insightful comment made by the author, as many promotional materials and advertisements are solely trying to convey the message they want to say to consumers. But what is more important is what the consumers remember about what was being said. The article goes on to talk about emotional responses to advertisements and their importance. I also found the two 'models of advertising' shown in the article to be very informative and they have changed the way I will look at advertisements from now on.

Nona Pedersen's comment, August 21, 2013 11:46 PM
In response to Kimberley Rogers' insight, I found this article to be a great read, the emotional response a consumer has with a product or brand is important as thats the thing that they will remember. It is vital to get the consumer to understand what you are saying and I feel that an emotional response should be targeted by marketers. Great insight!
Max Downing-Webb's comment, August 22, 2013 4:46 AM
Good read on emotions, this author obviously has been working in this area of marketing. Toward the end of the article it is stated that "few brands make clear decisions on the kind of emotions they want to be associated with." I think that this is a very important statement. In cognitive messages, a lot of thought is given to the information conveyed, but is the same thought given to emotions in peripheral route promotions? Furthermore, the emotion desired amongst consumers for a given brand should then be communicated across all touch points for an integrated marketing strategy.
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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | Milestone 2 | Scoop.it
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...
Paras Chadha's insight:

this article states that a well-stated SMART(smart,measurable,achievable, realistic, timeless) objectives determine how to evaluate and measure the program’s success.

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