Creating an Effective Communication Mix, The Power of Ideas and Direct Marketing IMC - Milestone 3
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Creating an Effective Communication Mix, The Power of Ideas and Direct Marketing IMC - Milestone 3
Creating an Effective Communication Mix, The Power of Ideas and Direct Marketing
Curated by Manea Murray
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Rescooped by Manea Murray from IMC: The power of ideas : integration across all media. Direct marketing : the ultimate in consumer engagement?
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Creating an Effective Communication Mix, The Power of Ideas and Direct Marketing IMC - Milestone 3 | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via PHAM THU NGA
Manea Murray's insight:

This article refers to direct marketing as being equally beneficial to both marketers and consumers. Marketer’s benefit through social media and online interactions that helps them reach more customers directly, on a personal level. Consumer’s benefit by receiving alerts from companies and have an opportunity to dialogue and give feedback to companies. Today consumers want ‘easy’, ‘convenient’ and ‘order direct’, which relates to peoples lifestyles in synergy with the IMC concept. I agree that direct marketing is an effective tool that marketers use to enhance emotional bonds with individual customers. When integrated with social media, direct marketing is a powerful tool. I believe these elements definitely increase the value of marketers customer base and customers influence to purchase.

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Norman Vaz's curator insight, September 26, 2013 7:49 PM

This article was very interesting as it talked about the increased importance of direct marketing and how it engages the consumer.The article states 'direct marketing tools can enable marketers to develope and ehance emotional bonds with individual consumers, and customer groups to grow the value of their customer base in real time'. In my opinion this statement could not be further from the truth as building a relationship with a brand and its consumer is key to growing their custpmer base and with that would come increased coustomer loyalty and soo forth.

Anna Kong's comment, September 26, 2013 9:33 PM
goood article jianwang
Ahmed Salman's comment, September 26, 2013 9:39 PM
I agree with your insight shay. i like how this article is relevent to imc concepts
Rescooped by Manea Murray from IMC : Creating an effective communication mix and measuring results against objectives.
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What can the giants of technology teach the high street?

What can the giants of technology teach the high street? | Creating an Effective Communication Mix, The Power of Ideas and Direct Marketing IMC - Milestone 3 | Scoop.it
What can a more modest retailer learn from Apple, in order to improve the experience of shoppers on the high street?

Via PHAM THU NGA
Manea Murray's insight:

The Integrated Marketing Communications concept is very applicable to this article because it points out the relevance of creating an effective communication mix and measuring results against objectives. I agree this article is defining the differences between digitizing shopping versus walk in (retail) shopping. Is this the way of the future and the downfall of the high street? Personally I believe the shopping experience is important because shops offer consumers the face of the brand, a support centre and meeting place. It is an enjoyable experience especially when consumers receive quality customer service. This is an area that retailers are really thinking about in wining the shopping game, e.g. “Delivering best in customer service, not sales.” It also assists with increasing customer loyalty. 

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Shay Narsey's comment, September 26, 2013 5:36 AM
i agree with your insight matt and i feel it is important how you have mentioned the likes of apple will not let a customer walk away dissatisfied. this can create a good memory and even if they ever think of changing products they will remember apple has good instant back up service.
Markus Schobel's comment, September 26, 2013 6:35 AM
I agree with you matt, Consumers should always come I like how this article describes how apple has integrated themselves with their consumers
Markus Schobel's comment, September 26, 2013 6:35 AM
I agree with you matt, Consumers should always come I like how this article describes how apple has integrated themselves with their consumers
Rescooped by Manea Murray from Weeks 6 - 8 The communications mix, IMC program planning and strategy, Direct Marketing
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IMC: Put Together Week 7 - The power of ideas and integration

IMC: Put Together Week 7 - The power of ideas and integration | Creating an Effective Communication Mix, The Power of Ideas and Direct Marketing IMC - Milestone 3 | Scoop.it

Via Mike Kirkwood
Manea Murray's insight:

The driving force of Integrated Marketing Communications (IMC) is to allow an innovative team to pool powerful ideas together to develop ONE BIG MESSAGE. Coordinating a variant of business communication tools should ensure the IMC campaign is cohesive and successful.  The power of the idea is to launch the message using short, simple catch phrases that are seen and heard consistently. For example, Coca Cola integrates its brand across all media. It consistently promotes and engages consumers with the big idea to live positively, with happiness and fun. This is characteristic of the power of ideas communicating a powerful message to connect with consumers.

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Chelsea-Rae Dawson's comment, September 26, 2013 2:32 AM
When developing a new method of IMC, it is essential that companies do not stray away from the 'big idea'. it is that idea that develops and helps to shape every other aspect of the marketing campaign. This article raises some very important valid points regarding this and emphasizes the need to focus on what is really important.
Anna Bairstow's comment, September 26, 2013 4:41 PM
Great article and interesting analogy on the concept of IMC and putting together an outfit! I like the simpleness of this article and the idea that it all starts with establishing a big idea and turning that into a simple and effective phrase or slogan which will catch on and resignate with consumers. They are right in saying that the difficulty is in matching the big idea to every message and medium. Marketers need to share their creative idea in an appropriate way that is going to be successfully percieved and understood by audiences. Great find Finau, enjoyable read that got me thinking about the topic of creativity and how to think of catchy phrases that catch on.
Savanna Steele's comment, September 26, 2013 5:35 PM
This article is a good read nice find Finau. This reading has some important key messages around constructing a cohesive message throughout IMC. With the key message of establishing a BIG IDEA. This big idea encapsulates the message in a just a few words. This is important to take the time to think about what your brand represents and what you want this BIG MESSAGE to be.