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Rescooped by Mike Passmore from IMC Creating an Effective Communication Mix: Measuring Results Against Objectives

Writing A Great Social Media Marketing Plan - Business 2 Community

Writing A Great Social Media Marketing Plan - Business 2 Community | I.M.C | Scoop.it
Business 2 Community
Writing A Great Social Media Marketing Plan
Business 2 Community
I thought I'd mix it up by providing my opinion on this topic.

Via Ilona Hussain
Mike Passmore's insight:

This article written by Mariana Weber titled ‘a great social media marketing plan’. Weber tells us she believes there are 3 steps a good marketing plan should have, setting goals, measuring results and then tracking performance, but most importantly it all entails regular reviews and revision. She tells us that after setting your achievable goals for your social media plan and being prepared and focused it is very important to have a clear method to track your progress. There is no point in creating a plan if you don’t even know if it is working. She recommends using a site such as Eagle vision or Hootsuite to help measure results. These sites make it easy for yourself to see who you have reached in terms of demographics and geographic terms, for you to then easily put this into monthly or weekly graphs. Weber tells us that no plan is perfect and to not beat yourself up if your plan doesn’t go quite as you want it, trial and error is necessary. Can you think of any social media campaigns that have stood out to you recently?  

Alysha Mackenzie's comment, September 23, 2013 4:07 AM
Hi Shaahen, i agree with Facebook being a great way to measure the needs of clients as not they can like and comment on content. I have noticed a lot of brands are encouraging fans to tell them what they think. A great way to trial and error.
Zongwu Chen's comment, September 25, 2013 8:14 AM
This article gives us simple guidelines of writing a social media marketing plan. The three parts that the author emphasizes play essential roles in the plan and determine the success of the plan.
Stephanie Tucker's comment, September 25, 2013 6:50 PM
I agree Shaahen, it is definitly important to have your eye on the overall future, and the only way to succeed is through trial and error
Scooped by Mike Passmore

Using the Second Screen to Drive Customer Engagement

Using the Second Screen to Drive Customer Engagement | I.M.C | Scoop.it
Todays consumers is more likely watching TV with a tablet or a smartphone in their lap rather than a TV dinner.
Mike Passmore's insight:

This article ‘using the second screen to drive customer engagement’ written by Al Urbanski a senior writer for the direct marketing news is very informative as it shows a lot of figures and gives many examples, albeit these examples are all from the states it is still very useful information. We are told the 87% of people in America use more than one screen to watch TV e.g. a tablet or smart phone. And on average are watching 34 hours per week which is an extremely high amount of contact hours.  We are told that in the U.K O2 a cell phone provider used a second screen strategy to increase consumer engagement on the web show version of million pound drop. They used a celebrity interacting with a celebrity. In turn 17% watched the entire video and 2% clicked through to the additional content. Can you think of any other second screen strategies used by companies in NZ?

Orlando Werffeli's comment, September 19, 2013 12:04 AM
This is a comment in relation to Mike Passmore's insight into Al Ubranki's article about using a second screen to increase consumer engagement. The article includes a good number of statistics and anyone who has seen them find's that any company that adopts second screen advertisement will find it beneficial as it'll increase viewing time. This could include social media like the frozen yogurt companies in NZ who are using instigram and Facebook to take photos of consumers with their product and place it online.
Michael Peauafi's comment, September 23, 2013 10:32 PM
In relation to Mike Passmore's article: the article selected is about using second screen to drive customer engagement. This strategy can be effective when consumers are closely connected to something meaningful to them. Being able to have flexible accessibility from phones with less delay can be productive when used by businesses. Coca-Cola engage consumers with its products, use consumers in there ads and host events where photos are taken with customers using there products before being uploaded to social media sights for easy access.
Rescooped by Mike Passmore from Creating an effective communication mix. Measuring results against objectives

Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | I.M.C | Scoop.it
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...

Via Andre Zareian, jason boult
Mike Passmore's insight:

 The article ‘Developing effective Marketing Communication Mix’ by Kevin Johnston tells us that we create our marketing mix from a combination of advertising, sales, promotion, public relations, direct marketing and interactive marketing. Johnson says it’s not vital that you have to use all of those but it is recommended to use more than one to have a mix of strategies that can gain more customers.  Johnson points out 4 things to focus on – Target customer, Communication channels, Cost estimates and measuring. Target customer is basically your target audience for example 20-24 year old male student, you must find out who your target is i.e. what they read what music they listen to what T.V. they watch and what media outlets they trust. Communication channels Is finding what channel you will use to carry your message to your customer for example for our target of a 20-24 year old male student Facebook would be a good channel. Cost estimates is finding out all the costs for getting your message to your customers and finding which is the most cost effective for your business. Measuring is after the initiation of the marketing programme and is measuring effectively the ROI of your dollars spent. Could this be applied to any type of organisation other than a business looking to make a profit? For example could a government or local council use this process?

Shay Narsey's comment, September 26, 2013 5:27 AM
markus, i agree with your insight on that article that it is relevant to the content in class. i agree that the most important part of this article is referring to target market and how it can be the most important part of a business to target your products to someone.
Matthew Randrup's comment, September 26, 2013 6:51 AM
Markus i also agree with you I like how you related it to the marketing mix and also to the class content you did well in linking this to tarket market as well which was essentially a large point in the article.
markpardington's comment, September 26, 2013 10:40 AM
Nice article selection here Jason, I definitely agree with your points regarding the necessity of communicating with your customers through a wide array of mediums as not only can this open your message up to new customer bases but it also reaffirms the message to those that see it in the multiple forms.
Scooped by Mike Passmore

What Is Emotional Direct Response Copywriting?

What Is Emotional Direct Response Copywriting? | I.M.C | Scoop.it
What is emotional direct response copywriting and how can you use it in your business? We examine this and how to trigger sales just by changing a few words in your ad.
Mike Passmore's insight:

This article is written by Allan Dibb, although this article is not from and overly well-known website Dibb brings up some good points and interesting ideas for the topic of communicating with consumers and the importance of emotional responses. Dibb stresses the importance of using emotion to make your business stand out, stating that companies need not worry about any other opinion apart from their consumer and need to focus on trying to make themselves different rather than creating something that could be easily interchangeable between brands. Dibbs also talks about creating an interesting and eye catching head line to draw consumers in, this can be done through using ‘hot buttons’. Hot buttons are words that can set off emotional triggers for consumers to create more intrigue or interest and can dramatically change whatever a company is promoting. Dibbs tells us about how we as consumers have five major motivators in buying behaviour which are fear, love, greed, guilt and pride and that if your sales promotion is pushing on of these motivators you will be behind the 8-ball from the outset. He also states that you can’t just pick one of these motivators at random it must be specific to your target market. Can you think of any advertising or marketing that particularly struck emotional response with you? Did it include and ‘hot button’ type of words? 

Orlando Werffeli's comment, August 15, 2013 9:45 PM
This is a response to Mike Passmore's review on "What is Emotional Direct Response Copyright". A great choice of article as it really delves into the basics of consumer emotional engagement. Mike has done a great job of understanding the overall importance between the link of consumer behaviour and emotional advertising. Not only will emotional advertising distinguish your differences to competitors but it will also create a more interesting and relatable brand that will ultimately be remembered more significantly. Mike identified the five major motivators that the author raises and insures that the company pick the one that is most relatable to their brand. Mike in reply to your question the one piece of emotional advertising that really stuck out for me was the recent Internet advertising to Forbes Magazine the hot keys that stood out to me were 'future' and 'success'.
Michael Peauafi's comment, August 18, 2013 9:27 PM
This is a response to Mike Passmore's article. "what is emotional direct response copyright". The article presents overall key ideas that can be used by many firms. Ideas that make you think outside the box and view things from different perspectives and angles. Attracting consumers is a task that requires broader thinking. Trying to capture their attention with high interest within the first 2 seconds hoping they would be driven to connect with the ad or what’s been promoted. Mike has definitely understood the article and its critical points. A section that appealed to me was “hot buttons and words” phrases that spark interest in the minds of consumers. Professionalism is important but the add of humour is just as effective. Its creating difference, triggering emotions that will grasp their attention. Good article !
Scooped by Mike Passmore

The importance of brand equity and how to maintain it

The importance of brand equity and how to maintain it | I.M.C | Scoop.it
Start-ups are at an advantage when it comes to defining their brand and competing in a crowded marketplace
Mike Passmore's insight:

This article is written by Scott Cullather, who is a managing partner of inVNT which is a global brand communication agency. Scott has written a very interesting article focusing mainly on how important a brand is to start-up companies, and how their own personal brand will be a way of differentiating themselves for the competition in a crowded market place and hopefully why consumers will choose that company.  

Scott throughout the article gives great tips and ways of helping to solidify a company’s brand by saying how it is crucial to create an internal culture that reflects the brand position and can grow the equity of the brand, not devalue it. A reason a lot of start-up companies forget or don’t pay enough attention on developing their brand can be because they are too focused on getting their business going i.e making sales. They see the short term benefit over the long term. A brand can add an extreme amount of value to a start-up company as when you understand a business you understand the brand, and from there you should be able to see the added value the brand brings. 

Orlando Werffeli's comment, August 1, 2013 11:07 PM
This comment is in relation with Mike Passmore's article on the importance of brand equity by Scott Cullather. I agree with Mikes comments especially with the fact that even though brand image is so obvious, companies will let it just go over there heads as the focus on the short term benefits. However the long term benefits of brand recognition, consumer loyalty and ultimately the value of a well positioned and branded company are incomparable. More focus and time should be spent establishing and building brand equity.
Michael Peauafi's comment, August 8, 2013 8:46 PM
In response to Mike Passmore's article: I agree witht the comments you have made about the article. The brand is the image reflection of a business and over years of trading and building a successful business comes brand equity. However, going back to the basic of branding, its the image of the company. Building a brand is one of the first steps to be recognised but branding is vital as it needs to be differentiated from its competitors. The article does point out good points too.
Scooped by Mike Passmore

New Media Knowledge - The power of integration

New Media Knowledge - The power of integration | I.M.C | Scoop.it
New Media Knowledge (NMK) is a learning and business information resource for digital interactive media in the UK
Mike Passmore's insight:

The article ‘the power of integration’ written by David Bonthrone is interesting as it takes us through the development of integration and what is important about it. We are told that originally numerous studies show that increased awareness correlated to higher sales, but in the last decade with the media landscape dramatically changing and becoming more fragmented it has become complicated and difficult to use just a simple form of mass media to drive awareness. We are given the example of a recent demise in the product twinkies. A very well-known brand and thought to be well liked seeing as it has such a high awareness but there was a dramatic decrease in sales which shows awareness doesn’t always translate into positive brand value. Now days people research on brands more than ever and advertising is widely thought to be un trustworthy, brands now want to build brands value to ensure this is done this message needs to be communicated through multiple channels in which integration is necessary. The shift of integration is opening a world of opportunity for marketing agencies and will see some interesting shifts in the near future. Can you think of a good example of a NZ company that uses integration well?

Orlando Werffeli's comment, September 19, 2013 12:20 AM
This is a comment in relation to Mike Passmore's insight into David Bonthrone's article. After spending some time on the topic of integration I can understand the importance of implementing this technique as consumer attention is becoming more and fiercer. Ultimately consumers recognise something the more they see it, helping in the battle for attention. Mr Bonthrone uses a great example of the American Twinkie which is popular however sales have dropped. Marketing campaigns in NZ that have done well though integration include that of Pizza Hut, Drink Driving Ads and 30 seconds spray and walk away.
Michael Peauafi's comment, September 23, 2013 9:51 PM
In relation to Mike Passmore's article: when ads were first available, consumers were being influenced by ads that markets would promote. Now days consumers are not so persuaded by advertisements, they rely on personal experience and recommendations from people they know. Integrated marketing has been a creative way for markets but with its main source to target consumers being tv, markets are looking at various opportunities to grow integration. Successful sites would be one day sale because they don't rely on tv but mainstream source of internet marketing.
Scooped by Mike Passmore

Getting your message to market

Getting your message to market | I.M.C | Scoop.it
Choose the best marketing channel by learning about your target audience.
Mike Passmore's insight:

This article ‘getting your message to the market’ posted on the Stuff.co.nz website, is a very interesting one in terms of getting a message across to your target market through using different media channels. It explains the fact that you have to adapt your marketing to your audience for example if you are targeting the older generation print media is the channel to aim for were as if you are targeting their grandchildren you would want to go for online media. The article gives us some stats of were multi-channel marketing can help it tells us that adding magazine and email marketing to a direct mail campaign increased the success rate by 21% and combining digital and traditional channels lets you tap into both a global and local audience and expand the campaigns scope. Which channels do you think are most effective to combine for our age group? And why?

Orlando Werffeli's comment, September 19, 2013 12:07 AM
This is a comment into Mike Passmore's insight into an article done by stuff. Mike has picked a great article as it reiterates the importance of channelling the right advertisement communication with the consumer; this is what can define a successful campaign. Mike I feel our age group engage well with social media channels (youtube, facebook) however screen advertisement is also important.
Michael Peauafi's comment, September 23, 2013 10:17 PM
In relation to Mike Passmore's article: selecting the right campaigns to combine together can be challenging but it can be achieved through understanding the company's goals, objectives and also understanding what target audience you want to reach. The younger generation use the internet a lot so combing internet retailing and social media sources together can be a mid point to achieve growth sales, brand equity or brand loyalty.
Scooped by Mike Passmore

How to measure the success of your email marketing campaigns

How to measure the success  of your email marketing campaigns | I.M.C | Scoop.it
An email marketing campaign is only as good as the stats that it produces - so any marketer not tracking their emails is missing an...
Mike Passmore's insight:

This article is written by Abi Jacks who is the head of marketing at a firm called Pure360 in the UK. Gibbs focuses on the use of email marketing and how it can be measured. Before reading this article I had the impression that email marketing was a bit wasteful as people can easily and quickly dismiss it, but Jacks makes some positive points about the use of email marketing and how to measure the success of it. Jack’s believes that the success heavily relies on the ROI (return of investment) rather than just on opens and click rates. She also believes that the email campaigns should be driving dollars into your business and this can also be measured through CRM or an attribution software to find the link. She states that the main points of measuring and creating a successful email campaign are be clear at the start of your campaign on what you want to achieve i.e. set goals. Make sure your emails have some sort of software which can easily track the campaign through to revenue. Tie your emails into wider campaigns to create a larger effect. To create a loyalty with the majority of your returning customers. What are your views on email marketing? Do you think it’s affective?

Orlando Werffeli's comment, August 19, 2013 7:04 PM
This comment is in relation to Mike Passmore's insight on Abi Jacks article. A great choice of article Mike, it's interesting to see that involving success measurement to such a standard marketing tool that I personally also felt was quite wasteful however this article show's that that is untrue. Mike has identified the ways in which one can measure the success of this marketing campaign given by jacks. I think this form of marketing is effective depended on your target market however I'm sure there is value but I do shed caution. A great article on the link between success measurements for a very common company tactic.
Michael Peauafi's comment, August 19, 2013 8:29 PM
This is in response to Mike Passmore's article: The article provides good points on how to measure the effectiveness of email marketing, it can be measured by using CRM or a system attribution software. Personally, I think email marketing is a loss of money and less effective, when the funds poured into email marketing can be distributed to other advertising channels. It has its pros and cons but Mike selected a good article giving thoughts from another perspective. Being open minded, using this tool can be useful but depends on the right techniques and methods being used. A lot of emails promotional emails generally go unread but its the application of what you send out and expose consumers to that will weigh up the beneficial factors. Good choice of article Mike.
Scooped by Mike Passmore

The Need For Marketing Integration - The Defense Rests

The Need For Marketing Integration - The Defense Rests | I.M.C | Scoop.it
Another survey reveals the seemingly never ending chasm that is the art of marketing integration.
Mike Passmore's insight:

This is an article written by Steve Olenski who is a senior strategist at Responsys a leading global provider of on-demand email and cross channel marketing solutions.  Through this article is is obvious that Olenski knows a fair bit about marketing integration. He starts the article in a fairly joking manner as he is basically pointing out the obvious need for integrated marketing in today’s world. Olenski presents a chart to us to show what the top 3 operational challenges for multichannel retailers are. We see that the biggest challenge is ‘co-ordinating with other channels to create a seamless brand experience’. He points this out to be very interesting as 71% of the double digit winners (companies whose annual year-over year growth is 10% or higher) identified this as their leading challenge. This demonstrates that companies who understanding the concept of integrated marketing can use these multiple channels as leverage, the fact that the put it as their top challenge shows what high regard they hold it in. Do you think integration can work for any company? What would you perceive the biggest challenge of integration to be?

Michael Peauafi's comment, August 11, 2013 3:53 PM
The article presents good key points with figures to support Steves article. Looking at the chart presented showed that the most challenging issue for multi channel retailers are co-ordinating with other channels to create a seamless brand experience. The article doesn't only impact retailers but business traders as a whole.
Orlando Werffeli's comment, August 12, 2013 5:05 AM
This comment is in relation to Mike Passmores insight into Steves Olenskis article on 'The Need for Marketing Integration'. Mike has picked a great article that links the facts to the importance of marketing integration and the positives of having a fused image can have on a business. Steve Olenski shows major integration sections that have a great benefit on companies such as experience, inventory deployment, consumer engagement and coordinating price and promotions. Mike in response to your questions I believe integration to be a key player in a company’s success and every entity should make use of it. However companies that may not benefit as such could be very small niece businesses that target a small already loyal market with next to no competitors however this is very rear in any situations. Communication maybe very difficult for some company’s especially if established in different countries this could also be costly and may be perceived as a negative image in some cultures.
Rescooped by Mike Passmore from Consumer Engagement

55 Tips to Get Retweeted on Twitter | Social Media Today

55 Tips to Get Retweeted on Twitter | Social Media Today | I.M.C | Scoop.it
twitter retweet tips Retweets, you have heard about them, you know what they are but you aren’t gettin’ them.

Via Patricia Marinho
Mike Passmore's insight:

This article brings a light hearted view with tones of actual ways of creating consumer engagement through twitter. I enjoy the tone the article is written as it touches on that un-known desire a lot of young people have to be ‘socially popular’ through social media via the likes of re-tweets on twitter or Facebook likes. Although she has written this in a joking manner she does raise a good point that through re-tweets it is a great way to raise consumer engagement, i.e. the more re-tweets the more people the ‘tweet’ will reach, she also gives a few good tips to keep consumers engaged with whatever business you are promoting.  

Jordan Reti Pereira's comment, August 22, 2013 7:29 PM
This article is very useful, especially more-so for individuals like Dallan who do not use Twitter. It shows the huge potential that this marketing channel has to a business (whether it's big or small) and how these techniques are a quick-fire way to take advantage of the platform. Props to Dallan for discovering this article, and hopefully it assists him in future endeavours.
Christine IMC's curator insight, August 23, 2013 12:51 AM

This is a really good article at giving out quick Don'ts & Do's of how to get RTs on Twitter. Not only will it help with RTs but can also help the company/person on twitter gain more followers as well and create more hype through social media, build brand awareness and loaylty.


As technological advances are ever growing in today's society nationally as well as Internationally, this definitely can raise a higher consumer following as well as engagement with consumers and potential consumers in regards to positive and negative feedback, conversation starters, education and much more. It's a great way for universal consumer engagement and for them to also follow how a company is going, what's the latest updates, other specials on offer, links to other media means.

Dallan Milich's curator insight, October 1, 2013 10:24 PM

This article worked as more of an understanding for me as I have never tweeted yet alone used twitter before. The writer of the article talks about how engagement is measured through the amount of re-tweets you receive/gain. My understanding allows me to agree with what the writer is saying, because when you thinking about it, the more re-tweets you receive the more people are interacting with your account and not just looking at it. By re-tweeting they acknowledging that they understand your content and show some sort of agreement or share similar values. Most of the tips how ever do seem quite basic and I look at them as more of reinforcing my ideas or a checklist before I would summit something online. The article in my opinion needs a bit more information on the on the topic of engagement and why it could be a positive, otherwise the tips could be seen as quite pointless in terms of what your actually trying to achieve.