Components of IMC
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Components of IMC
Different theories and ideas which make up the concept of IMC
Curated by Meera Bhana
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Rescooped by Meera Bhana from About Design!

The Importance of Branding - Make your ideas Art

The Importance of Branding - Make your ideas Art | Components of IMC |
Branding is regarded as one of the main aspects of marketing in the present time. Branding is by no means a new concept. Scientists have uncovered evidence of product branding that dates back to 5000 B.C.

Via Spyros Thalassinos
Meera Bhana's insight:

Branding is an idea that has been central to business success so long. As markets andd businesses have begun to evolve and become more abstract and  modern marketing techniques. Now that more companies are excelling in marketing it is important that companies use marketing campaigns so that they excel. Web design and advertising agencies have become the best way to gain good market awareness. Is there any other more innovative or modern way to improve or excel in marketing brands?

Chenghao Shen's curator insight, August 14, 2013 1:09 AM

Branding is a necessary process of doing sales for the products at the market, relevant research indicated that product branding can be dated back to 5000 BC. So it is not hard to imagine that it really plays an important role in selling the products. Today we are able to easily recognise the products by seeing the colours, logos, word fonts and so on. Some of them are really impressive to us. The author has put forward some strategies about business branding as well as its importance, some people tend to use more social media to have the brand establishment, because Facebook and Twitter really have great social influence. We can easily see many products’ advertisements on social media network when we are surfing the Internet. Printing is also another way to do the products branding, we normally use brochures, pamphlets and other means to enable the customers to have a better understanding and impression about the products. The author has also demonstrated that graphics is a very important means to do business branding, as we know, with having graphics on the products packaging, we can have a deeper impression than having no graphics, there is no doubt that with having the graphics on the products, it invisibly helps the companies to earn more revenue.

Joly Yuan's comment, August 22, 2013 5:07 AM
Thanks Shenghao you picked this article out. This article points out the importance of branding in the competitive market. It is very important to build a strong brand for the company. After consumer trust brand, they will trust all the products. To build a strong brand, it is necessary to develop a branding strategy. Nowadays, social media becomes more and more popular to promote brands. For example, as we can see on Facebook and Twitter, there are lots of advertisements to promote their brands, because both of these two media have great social influence. Another important aspect of business branding is graphics. As people can see the billboard anywhere, however, the quality of the graphic will directly affect a brand's image. Printing is also another way to do the branding. The author indicates that a good production agency can exactly transfer the brand’s image through all types of advertising mediums. Therefore, to build strong brand, social media, graphics and printing are all need to be considered.
Elaine Li's comment, August 23, 2013 12:55 AM
sS 16:53:50
Thank you for chenghao sharing the article. with your insight branding is imporatant when sale product at the market. we recogise the products by seeing the colour, logo and work font. you also mention the branding is important for the business.i am very agree with your opinion
Rescooped by Meera Bhana from Consumer Engagement Marketing!

Fuse Youth Marketing Agency, Youth Marketing Experts

Fuse Youth Marketing Agency, Youth Marketing Experts | Components of IMC |

Consumer Engagement

Consumer engagement is the resulting impact of a brand interacting with consumers through of a variety of marketing initiatives. The goal of consumer engagement is to create meaningful consumer impact and generate either a behavioral result (such as driving a sale or inquiry) or an attitudinal result (such as making an emotional impression or changing attitudes).


Consumer engagement typically includes the following practices

Digital and online programs, including a brand’s own websites and mobile platforms, as well as ‘third-party’ digital media, such as blogs and social media, video and other user generated content sites, where a brand’s content is relevantSports, music and event marketingPublic relationsTraditional advertisingRetail promotion


Experiential marketing along with digital and social media have an important place within consumer engagement efforts as they allow two-way consumer dialog. This can give a brand faster and more effective access to connect with consumers and allow brand and consumer to become collaborators on new products and marketing efforts.


Methods of measuring consumer engagement vary as widely as brands and business’ goals vary. Quantifiable metrics like number of targeted impressions and consumer replies as well as consumer attitudinal and behavior changes can be part of the measurement. Qualitative measures such as the ‘richness’ and personality of a brand’s interactions, can also be gauged.

Via Mike Kirkwood, With Intent
Meera Bhana's insight:

This article gives good descriptions of what consumer engagement involves. There are a number of different so called " results " which are involved in consumer engagement. This involves emotional impressions and what is involved in driving a sale. What concepts do you believe are the most relevant in todays world of marketing? Is social media now they only way that we can engage our consumers? There are so many concepts that are involved on gaining consumer engagement whether it is qualitative or quantitative. 

Sienna Jang's curator insight, August 10, 2013 6:04 AM

Sienna Jang's insight:

This article gives the clear definition and goal of consumer engagement. It says consumer engagement has a huge impact on brand interaction with consumers and it normally contains digital and online programs, such as brand website and social media. I agree that digital and social media plays an important part within consumer engagement, as nowadays, most of young people get the information from internet and they tend to use a lot of google along with social media. Therefore, many brands choose to use social media as one of marketing strategies, such as facebook and instagram. They post their brand’s news and photos on many kinds of social media so that consumers can receive news without being bothered connecting to the brands’ website themselves. This opens fastest two-way dialog between companies and consumers as it gets consumers to be active participants by giving their ideas and feedbacks to the company. To conclude, consumer engagement is a vital tool for brand marketing and for that, effective use of digital and social media is necessity to survive in the market competition

Kevin yau's comment, August 19, 2013 10:05 PM
@Sienna Jang
I agree with you that this article really shows a clear definition and goal of customer engagement. Also you have pointed out that how important social media is.
Michelle Kim's comment, August 20, 2013 8:13 AM
@Sienna Jang
you have made a good point, which was people can receive most recent news and information by social media without being bother type into brand website. Marketing agency can receive consumers' feed back just by people simply comment on brand's Facebook page, twitter and comment under photos on instgram or just by counting how many likes they have got. It is getting easier and simple dealing with consumer engagement by fast growing technology.
Scooped by Meera Bhana!

The New Generation of Loyalty Marketing

The New Generation of Loyalty Marketing | Components of IMC |
As the customer loyalty landscape shifts, marketers have to adjust how they reward customers. Learn more about how marketers are adjusting their loyalty programs.


Many brands think little about loyalty. Why? Is loyalty management stale? That’s not to say loyalty programs no longer work, or consumers are no longer loyal. While they are definitely more fickle, today’s consumers have simply come to demand more from loyalty programs, which would explain why only 46% of program members are active.


Loyalty management does not deliver consistent results: 41% of the marketers are not happy with the results of their loyalty program. Marketers struggle to identify key metrics they need to track, evaluate the effectiveness of their current efforts, and design tests to calculate the incremental value of the overall program without a process for prioritizing and analyzing loyalty data. Additionally, small teams and limited budgets mean that loyalty marketers don’t have the time or skills required to establish a measurement strategy. Finally, for many loyalty marketers, obsolete technology platforms, relationships with multiple vendors, disparate databases, and batch updates add to their measurement frustrations. Combined with poor data hygiene, these hurdles make customer management both complex and time consuming.


Consumers have assumed control over relationships with brands. This fundamental change has a direct influence on the design of loyalty programs. Customers want to be courted and rewarded during each interaction with the brands they choose. And they want more immediate rewards.


Consequently, traditional loyalty marketing strategies have to evolve from the “transactional” model marked by “earn and burn” towards an “emotional” model where interactivity, personalization and differentiation merge to deliver truly remarkable experiences.


In order for customers to be loyal to brands, brands must first be loyal to customers – surprising and delighting them with personalized, relevant experiences. These experiences have to be in real time with the help of a 360-degree view of customers.


Furthermore, in light of the rapid adoption of smartphones, mobile apps, and social media, brands have to incorporate these channels and devices into their loyalty programs to drive a strategy of conversational marketing that orchestrates 1:1 messages seamlessly across channels.


It’s time to introduce loyalty marketing into the day-to-day brand strategy in order to fully capitalize on loyalty management! With comprehensive customer profile management and efficient, personalized promotional actions directed to appropriate client groups, brands can reduce customer retention costs, increase sales profits, and gain long-term customer loyalty.

Meera Bhana's insight:

Consumer Loyalty is an important component when brand management is concerned. Once consumers are aware of whatever product that exists they have control of how the market views products. Some companies do not find consumer loyalty a crucial concept in brand management. I agree with this article that is important now to make loyalty marketing a regular day to day goal that should be considered. Having loyal customers means that they are more likely to purchase a different range of a companies products and also spread the word that products are good quality wanting more customers to buy.

Shaima'a Ali's comment, March 20, 2013 10:49 PM
Would love to read more on CRM as it sounds interesting. Customer loyalty is an important aspect in retaining existing customers which I can relate to personally. Customer loyalty also ties into IMC and consumer engagement as consumer must be interacted with to better your product and service.
Brad McMahon's comment, March 21, 2013 1:35 AM
Consumer loyalty can be one of the hardest things to achieve. Getting your consumer to return more than once, means focusing solely on their needs, and want from a particular product or service from a company. I agree with the above reference to a "marriage". Creating consumer loyalty needs constant attention as behaviours of consumers can change so rapidly. Focus on the existing customers first, as sometimes you can lose loyalty through trying to bring in new consumers.
Medinah Ali's comment, March 21, 2013 6:11 AM
Meera Bhana -
Customer loyalty is truly the best thing a brand can achieve over time. But in order to keep these consumers loyal, extensive precautions has to take place – such as providing the best experience possible and acknowledge what the consumer wants and needs are towards the product. Constant attention as to take place as consumers often change over time and Focus on the existing customers first, as sometimes you can lose loyalty through trying to bring in new consumers, as stated by Brad.