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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...
Georgia Mackay's insight:

The article offers the five main 'drivers' of brand management, those being Experience, Connection, Engagement, Advocates and Promise. I agree with the author in advertising the importance of all five, as, in my opinion, they all play a significant role in brand management. Customer and stakeholder experience is vital to a brand's survival- if the experience is bad, then why would a customer bother to return to the brand to further engage? A connection with the target market is also major, as, (as the article mentions), it allows the marketers to spread their message in a targeted way, increasing the reach of the message. It assists the brand in implementing a name for itself, by becoming more widely known. Engagement is the next driver discussed, and is a follow on to connecting to the target audience. This engagement will create emotional attachement to the brand from consumers-leading to loyalty and advocates. It is described in the article as the 'ultimate outcome for marketing'. Therefore, I think that Engagement is one of the most important steps of the five, as without it, the fourth driver Advocates would be scarce. Lastly, the driver Promise speaks for itself. A brand is a promise, so of course it is important for marketers to understand that perspective of promise, so that it can be fulfilled by the brand. 

 
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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | Milestone One | 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...
Georgia Mackay's insight:

Marketing objectives are stated in an organisation's marketing plan and are a way of describing what will be achieved by the marketing program within a given time period. This article gives five hints aimed at marketers to lead the organisation towards marketing communication success, by improving their objectives. The article states that objectives must be 'simple' and emphasises the importance of one objective = one objective, as many marketers will have one objective = one objective AND one more point on objective of the first one. (For example, the objective to increase awareness AND leads). It also highlights the importance of specifying what exactly the objective is. I think that this hint towards simplicity in objectives is important- as objectives are basically goals, I believe that a goal would be much more difficult to accomplish if it is not layed out in simple, straightforward terms. This is how, as a student, I can relate to the importance of this first hint. I think objectives also need to be achievable, which is the third hint offered by the article. Measurement is a major part of a program, and so therefore, hint number two- the objective must be measurable, and is, in my opinion, of vital importance. The article labels this method of setting objective as SMART. Although the article states some fairly obvious points, it lays down a format for marketers to follow and to look back on as a constant reminder, which is necessary when one is busy with numerous other things which are requiring urgent attention.

 
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Lucy Lim's curator insight, August 22, 2013 6:28 AM

 

In this article there are five hints to make sure your objectives are SMART and drive successful marketing communications. SMART stands for Simple, Measurable, Achievable, Realistic and Timeless. By using SMART goals for objectives, it could determine how to evaluate and measure the program’s success.

 

From my point of view, the two most important elements are simple and achievable because choosing a simple goal is much easier to achieve. And also important to ensure your goals are measurable, it is because we can consider changing your goals in the future.

 

It is a great article to read because although it is short it was quite straightforward to our topic. Also this article clearly defines what the element of SMART is. 

TSZ HA FUNG's comment, August 22, 2013 5:22 PM
I’m agree with you, Simple and Achievable are also the most important element to me. Organization need to keep they plan so employees can easy to understand the idea and objective of organization, because the level of employees understanding can affect the level of goal achieve. Also the goal must be achievable and find the short way to achieve; otherwise, there will be wastes of effort.
Yunqi Zeng's comment, August 22, 2013 11:33 PM
I agree with Lucy. For companies and marketers the important thing is to make plans efficiently, which is to get the goal simple and achievable. Neither the producer nor the purchaser wants to waste the time or money
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4 simple steps to improve consumer engagement - iMediaConnection.com

4 simple steps to improve consumer engagement - iMediaConnection.com | Milestone One | Scoop.it
Georgia Mackay's insight:

This article is about how many marketers miss the mark when it comes to digital marketing strategies (for brands), basing digital spend upon what are in fact just assumptions and perceived behaviour of cusumers, with special attention to the holiday period. These assumptions and perceived behaviours can compromise a brand's ability to connect with the right consumers and at the right times, and this compromise can lead to unmet targets and wasted costs. Offering four steps to marketers to improve consumer engagement during the holiday period (Start early, Segment your audience, Consider timing, Leverage mobile), it is a refreshing reminder for marketers that the target markets they base their market strategies upon will typically not go out of their way to be advertised to. The step 'Consider Timing' holds proof to this, as it highlights that the brand needs to release promotional materials when it is convienient for the consumer, and not for the brand. The article reinforces the importance for marketers to understand consumer behaviour. 

 
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Duchon Filipo's comment, August 13, 2013 3:30 AM
I definitely agree with this article Georgia. Constantly bombarding consumer's inboxes is not an effective marketing strategy as most consumers, like me, choose to report them as spam or simply delete them. To avoid this, marketers need to know when to engage with customers. The "start early" step is a great start as it is very true that consumers shop earlier for the upcoming holiday.
Lora.Waqabitu's comment, August 16, 2013 6:56 AM
Same here I absolutely hate getting spammed by marketers just makes me angry and delete them. I think though the article is right about timing in terms of when to send them. I do pay attention to them when im on break at work and il have a quick flick through to see if I like anything, so I believe that this could be when it would be considered appropriate to send stuff compared to in the morning when I would just delete all messages that are irrelevant to me. I also agree that businesses need to realise the importance of mobiles in consumer’s lives, you could say a lot of people especially younger generation would say their phones are their lives. Retails can take advantage of this by joining forces with companies like four square for exclusive deals or even gab one or one day sale.
Georgia Mackay's comment, August 20, 2013 3:07 AM
Yes Duchon and Lora, I do the same thing when I receive emails from many brands- I delete them. Therefore it is important for marketers to think through a strategy to avoid this, and the steps offer aspects of the process to consider when doing so. Lora, I think joining forces with companies and mobile apps such as four square for exclusive deals would be a smart move.
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Integrated Marketing: Communicating One Big Idea

Integrated Marketing: Communicating One Big Idea | Milestone One | Scoop.it
Integrated Marketing is about communicating one big idea across several media channels with one voice in order to reinforce the brand’s co
Georgia Mackay's insight:

Integrated marketing is all about combining several media channels and tools under one big idea, in order to produce a greater experience for the consumer. The article and article video simplify this with the definition 1 + 1 = 3. This integrated style of marketing is a big step up from the simplistic style which was once needed, which was delivering the media message from the few channels that were available at the time, such as television, radio, billboards and newspaper. Once the internet was introduced, and technology became more sophisticated, the number of media channels increased dramatically, and the original means of getting across marketing messages was no longer working, as the consumer of today loses interest quickly. The article emphasises the importance of using integrated marketing, by keeping the brand's core message across all of the media channels, ensuring that they are linked. I agree with the article in terms of the level of importance of this integrated style in marketing, as media channels working individually would overwhelm the consumer. Integrated marketing is about thinking outside of the box, to hold that consumer's interest that is so easily lost, and to ensure that there is no confusion surrounding that core message. 

 
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Sam Liu's curator insight, August 15, 2013 6:54 PM

This article is really true. Consumers now are facing many marketing commumunication. Therefore, i do belive that consumer will quickly lost interest. However, if creating big idea, they will observe this idea over time. It will attract their attention everytime when this idea came out a new thing. Hence, to create a big idea, every channel has to work together to make sure that the big idea are connected. 

Joanna Hou's comment, August 18, 2013 10:45 PM
The integrated marketing communication relates the combination of traditional public relation, media, websites,markeing, advertising and newspapers. Marketers should use all of them to get customers’ intension and make customers feel interested about your brand and your product.
Jarrod Gardiner's comment, August 22, 2013 5:36 AM
Integrating different forms of marketing communications is important as you can get lost among other brands as there is so much which causes clutter.
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How Emotions Influence What We Buy

How Emotions Influence What We Buy | Milestone One | Scoop.it
The emotional core of consumer decision-making
Georgia Mackay's insight:

The article emphasises the importance of a marketer's understanding of human emotions, and how these emotions link to which brands different consumers go for. It discusses how consumers will use emotions primarily when evaluating brands, even over the information about the brand, such as its features and facts. The article describes a brand as nothing more than a mental representation of a product in a consumer's mind. I think that this is a significant point to note, as a mental representation incorporates the ideas of brand personality and brand narrative, which both support the idea of emotions playing an important role in brand choice for consumers. It therefore makes sense for marketers to have a thorough understanding of human emotions and the link to brand choice, as this understanding can equip the marketers with what they need to trigger consumer action. All in all, a great read (for marketers in particular), offering relevent and useful advice. 

 

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Jordan Reti Pereira's comment, August 22, 2013 11:13 PM
Oscar's insight on this article is very intriguing. The effect that emotional attachment has on consumers to make purchases is an enticing thought, however hard it may be to make such a connection. This cognitive relationship proves that your product can become something more than just that to a customer, which gives marketers more reason to pursue this outcome.
Hannah Joy Gaisford's comment, August 22, 2013 11:26 PM
Great article Oscar. It is amazing how much a consumer has already made up their mind about a product through their emotional response before they even buy it or come to understand it. It is so irrational to make decisions based on our emotions but we are only human and unfortunately that is what we do.
Swati Tiwary's comment, August 22, 2013 11:39 PM
Yes emotions are definitely how consumers can be drawn to a brand . By giving brands a human quality the consumers can relate to them better