IMC - 2013
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Graphite | The Big Idea - Storytelling For Your Business

Graphite | The Big Idea - Storytelling For Your Business | IMC - 2013 | Scoop.it

The Power of ideas.

 

Bloomfield's insight:

This article illustrates how the power ideas can be used. How can this article be applied to big businesses? With Small businesses it's easier as they often have an intimate knowledge of their customer base. With a small company it's easier to integrate media using different channels, such as newspaper, social media and television. 

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deVries's comment, May 8, 2013 10:15 PM
This article is a nice read, it would be very difficult to apply it to larger businesses, as the article states "They have lost the niche and instinct' behind this. Making it very difficult to apply.
Howcroft's comment, May 9, 2013 12:15 AM
This article did have some great ideas however is more for smaller business. But as you stated Bloomfield, how would it be applied when there is a large consumer base?
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | IMC - 2013 | Scoop.it
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.
Bloomfield's insight:

This article has a step by step guide of how to develop an effective marketing communication mix. The first step is probably the most important as researching your target audience will allow the company to develop a strategy. This will take into account the age and characteristics of this market and gain an understanding of buying habits. This in turn can set the correct communication channels for that audience. Steps 2- 5 are also give an understanding of how the information in step 1 can influence the other steps. This article shows that it is simple to create a effective marketing mix with these steps.

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Howcroft's comment, May 8, 2013 11:41 PM
I thought this article had a good insight into the marketing mix strategy. The two warnings about, Developing your marketing communications mix with the entire marketing department or staff (to ensure everyone knows what is being communicated). And looking at your available budget first, before putting work into developing your marketing communications mix, are very handy tips that can often be over looked.
Eden's comment, May 9, 2013 9:32 AM
I guess it would be hard for brands to establish how their product has better offerings than their competitors as they wouldn't want to create that tension of putting other brands down. But there is certainly a huge gap where brands don't point out their point of difference or they don't do it effectively. This could simply educate consumers not only about their products but also educate how their brand is the better option.
Trang Tran's comment, May 9, 2013 6:44 PM
It was good to learn how the promotional P in the 4 P's has it's own mix in the marketing communications called the promotional mix. The 5 points in the article illustrate how companies could raise awareness and promote their brand. I thought that the examples given in the article were good like the using the classroom as the aperture to help reach the target audience. It is the simplest ideas that help to create a big impact on the customers. This step by step guide to developing an effective marketing communications mix is easy to understand and implement.
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Planning your social media budget - how to plan financing

Planning your social media budget - how to plan financing | IMC - 2013 | Scoop.it
If you want to be able to finance your social media strategy, you need to have goals. Tracking results of any marketing initiative is what marketers do.

 

Planning a budget is tough, planning for a social media budget is tougher. To try and hit that ROI on the nose, or come close to it, it is important to have some structures in place that will help you hit the budget target closer rather than farther from the bull’s eye. For a small business there can be little room for a social media budget but with a bit of planning and gathering of information in advance, the return on investment maybe easier to see than not.

 

Determining a budget means that you need to understand what your targets are and if you can do it yourself or if you need to hire someone or a group of people to meet these targets. Your objectives are critical in determining what you need, so build these out first and then attempt your budget.

 

Objectives for a social media plan need to look at dollars and profits as well as followers, engagement, reputation management and interactions. If you are super savvy you can include brand awareness and guest satisfaction.

 

Measuring these items takes time to collect the information and deliver the metrics.

 

But if you don’t have a plan, you don’t have anything to measure and you will not know where to go to measure this information.


Via donhornsby
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Howcroft's comment, April 9, 2013 7:31 AM
I found this article interesting as it gives ideas into how you can measure your objectives. Because sometimes it is easy to set goals and objectives that are hard to be measured so it is difficult to establish if you have had an effective campaign.
Bloomfield's comment, April 10, 2013 12:03 AM
I found this article so useful in understanding a social media budgeting. Measuring is a key aspect as if you don't get any markable results is it worth doing? I think small business would find it easier to do as their is less information to collate. Big business have so much information I might be hard to communicate via social media without a team
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Which Is Better For Retail Sales, Online Or Offline Customer Engagement? - Forbes

Which Is Better For Retail Sales, Online Or Offline Customer Engagement? - Forbes | IMC - 2013 | Scoop.it
Offline to online. Online to offline. Today’s consumers live multi-dimensional, multi-platform lives –and their buying behaviors reflect that same complex dynamic. In many ways, retailers are now racing to catch up.
Bloomfield's insight:

How much should you spend online or offline, they key to integrate all your message using IMC as long as all the marketing and advertising are all the same lines you will not confuse consumers. Learning about your consumers what they want, like and how, is important in maintaining and gaining new customers. Consumer engagement is the key.

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Howcroft's comment, March 18, 2013 10:45 PM
I agree Bloomfield, knowing what your customer wants should be a main goal, in order to allocate money correctly. Gathering data that can inform you about your customers is essential in this dynamic and complex consumer environment.
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What Is Visual Social Media Marketing (And How Does It Raise Engagement)? [INFOGRAPHIC] - AllTwitter

What Is Visual Social Media Marketing (And How Does It Raise Engagement)? [INFOGRAPHIC] - AllTwitter | IMC - 2013 | Scoop.it
What Is Visual Social Media Marketing (And How Does It Raise Engagement)? [INFOGRAPHIC]

Via Paras Chadha
Bloomfield's insight:

A really interesting article what does it mean for consumer engagement when Facebook photos get 7 x more likes? What affect does this have IMC? If communications are more visual than anything else, marketers need to find ways to communicate using this media and use it to their advantage.

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Keane Orchard's comment, April 9, 2013 6:05 AM
VSMM is a powerful tool; I particularly like the facts this article shares such as images are processed 60,000 faster than text. In this day and age this concept is possibly one of the most relevant, particularly to certain age groups/ generations. I'm sure everyone commenting on this has followed links due their aesthetic appeal or intrigue caused by the images.
Sahil's curator insight, July 26, 2013 3:19 AM

This article highlight’s the importance of changing media and the shift in modern cultural trends. What’s interesting is the shift to images from body copy and the ability of consumers to manipulate and re-share the image from person to person. The ability of the modern day consumer to share images with the world has become and obsession and marketers need to start utilizing this growing trend.

 

Duncan Robertson's comment, August 12, 2013 9:41 PM
Visual social media definitely raises consumer engagement. Just by doing your day to day activities, the amount of visual social media around if phenomenal. With the generation come through now - alot of advertising will be seen from visual social media in which there is going to be a growing trend as Sahil had stated
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Marketing Trends That will Change Everything — It's All About Revenue: The Revenue Marketing Blog

Marketing Trends That will Change Everything — It's All About Revenue: The Revenue Marketing Blog | IMC - 2013 | Scoop.it
Today’s guest post was written by Amanda F.
Bloomfield's insight:

This article illustrates the top 9 trends in marketing in 2013. Direct mail it seems is going to make a comeback. This is due to a number of factors such as marketing noise and quality of information. What does this mean for Direct marketing in 2013 mean for the communication mix? As this is a digital world organisations have moved to digital strategies to keep up with consumers. Consumers are smarter and have wealth of information with a few clicks of the mouse. Marketers should include the power of direct mail in combination with other medias such as in-store and online. A combined effort will ensure a cohesive message. 

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Howcroft's comment, May 9, 2013 12:12 AM
I agree with you Bloomfield, even though Direct mail is said to have a come back, it will need to be combined with other medias (especially online, which is also an increasing trend).
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Playing with Models: How to Make the Most of Your Marketing Budget

When it comes to marketing online, it’s all about measuring performance and focusing spend on your successes. From social media to webinars and blog posts,

Via Denis Failly
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Ishika Nair's curator insight, April 9, 2013 6:56 AM

This article is intresting. Explaiins the markerting budget a bussines has. It is important to stay with the customers because they lead you to more constructive path.

Howcroft's comment, April 9, 2013 7:27 AM
I found this article useful as it gives great advice to ensures you are making the most efficient use of your marketing budget. However i think that some steps could go into more detail.
Bloomfield's comment, April 10, 2013 12:17 AM
The article and the video engrossing. I agree with Howcrofts comments. However it does make some good points including prioritising spend, such as a newsletter which will almost always get responses opposed to facebook which may vary in results. It would be interesting to see which media is the best results during a campaign.
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Emotional #Marketing : What Makes Buyers Buy

Emotional #Marketing : What Makes Buyers Buy | IMC - 2013 | Scoop.it
The Role of Emotions in Marketing What’s more logical: Option 1: Clearly stating the facts about your product/service offering and touting the benefits

Via Gladys Pintado, ThePinkSalmon, Ilona Hussain, Laura Killgour
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Yuhang Wei's curator insight, September 16, 2013 1:06 AM

Emotional response is probably one of the most comolicated but very important topic in marketing. This is because consumers' responese can be so different therefore consumer behavior also need to be learned by marketers. This article deeply discuss how the consumers response when they purchase stuff and analyse the reasons that could make buyers buy. Also, the article mentioned that emontional response can be happened in both B2B and B2C model after all "you are always marketing to humans" Quiet interesting points and very helpful for my IMC study.

Shichi Zhong's curator insight, May 14, 2014 12:24 AM

Emotional response is probably one of the most complicated but very important topic in marketing. This is because consumers' response can be so different therefore consumer behavior also need to be learned by marketers. This article deeply discuss how the consumers response when they purchase stuff and analyse the reasons that could make buyers buy. Also, the article mentioned that emotional response can be happened in both B2B and B2C model after all "you are always marketing to humans" Quiet interesting points and very helpful for my IMC study.

C hu ck's curator insight, May 14, 2014 6:26 AM

This article is about the roles that Emotions play in marketing, to see what makes consumers buy a specific product.

There are, clearly, several different types of advertising, and it is important to understand the role and purpose within the context of the specific advertising campaign (Yeshin, 2004). Using the example of a washing machine, the author illustrates that emotional excitement an advertisement brings works better than the factual statement regarding the product. The main reason attributed to by the author, is that “we are not designed to listen to reason”, and “our emotions are the driver when it comes to our purchase decisions”. Personally, I think it is true, because I do consider myself an impulsive buyer.

Physiologically, our brains are wired for emotional response. Therefore, in the marketing area, successful marketers usually create emotional connections by using visual media and telling compelling stories.

Therefore, in emotional marketing, marketers should adopt a series of techniques to create emotional connections with consumers, including creating image-rich stories, adapting to different media, and using visuals wisely.

In brief, consumers are humans, who make quick decisions on actions based on an emotional response. 

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5 Brands That Understand Marketing on Instagram

5 Brands That Understand Marketing on Instagram | IMC - 2013 | Scoop.it
For inspiration on how to get started marketing on Instagram, check out how these five brands are already leveraging the platform well.

Via Sylvain Leroux, Vishal Ponnappa
Bloomfield's insight:

a good article on how business's use Instagram to create intrest whilst building their brands. Tiffany & Co bringing out the filters and encouraging customers to get involved with "True love in pictures" campaign as well as being put up on the Tiffany website. This shows how IMC integrates with social media, building brands and consumer engagement 

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Howcroft's comment, March 18, 2013 10:23 PM
The article reveals how Instagram has given companies the opportunity to create a brand personality and emotional bonding with the customer (and potential customers) and the brand, like with Tiffany & Co and there "True love pictures".
deVries's comment, March 20, 2013 3:37 AM
I Really like this article, using something so simple as instragram, sharing photos to really promote your brand and increase awareness in such a simple fashion. This is great as it is low maintenance (In terms of social media) but yet it generates the same engagements for the consumers.