IMC articles discussion
29 views | +0 today
Follow
IMC articles discussion
group discussion
Curated by David Yang
Your new post is loading...
Your new post is loading...
Scooped by David Yang
Scoop.it!

What can the giants of technology teach the high street?

What can the giants of technology teach the high street? | IMC articles discussion | Scoop.it
What can a more modest retailer learn from Apple, in order to improve the experience of shoppers on the high street?
David Yang's insight:

Week 6 Creating an effective communication mix
This article relates to the top of creating an effective communication mix and shows the importance of it and measuring objectives with results.  

more...
Avinash Kumar's comment, May 9, 2013 7:41 PM
even if the product objectively fulfils the needs of its consumer, the customer may purchase the less beneficial product of a competitor. The main reason for losing potential customers is ineffective communication of the product benefits. To design an effective marketing communication program it is important to understand customer perception. This is done by measuring the expectations of customers towards a product and determining the weight of each feature in the decision-making process.

For consumers to buy from the company, they first need to know the company exists and what it is selling. Advertising and promotion strategies are formulated to reach as many potential customers as possible and tell them what the company has to offer. To be successful, the company must have a good understanding of what demographic groups are most likely to become customers, and apply marketing expenditures to the media that serve these groups. Repetition is part of creating brand awareness. If the customer sees the communication from the company a number of times, there is a higher chance of making the sale. these are lessons that be learnt from such giants such as apple
Scooped by David Yang
Scoop.it!

Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | IMC articles discussion | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.
David Yang's insight:

Week 8 Direct Marketing Article
The article discussed about direct marketing tools can enable marketers to develop and enhance emotional bonds with individual customers, and customer groups, to grow the value of their customer base in real time. As a result, it helps the company to gain more profit.

more...
Kasem Tanom's comment, May 9, 2013 6:33 PM
I agree this article does talk about how relevant and effective direct marketing is. Marketers of today are taking advantage of the increase in social media use by consumers and are reaching more and more customers directly on a personal level through blogs, tweets etc and more brands are becoming personalized through customer lead co-creation. If direct marketing tools are used correctly then it can enable marketers to develop and enhance emotional bonds with individual customers and customer groups.
Avinash Kumar's comment, May 9, 2013 7:13 PM
I agree with all you guys regarding this article, it does discuss the relevance and effectivness of direct marketing that is being used by present day marketers and how they attempt to reach their customers and at what levels.
Mez Raukawa Newton's comment, May 9, 2013 11:54 PM
Because of social media networks such as twitter, direct marketing can now help companies reach more customers on a personal level. Consumers can be delivered up to date and relevant promotions that can encourage customers to buy their products. what marketers are realizing is that in order to develop brand loyalty is to make their consumers feel personal and by doing so, it creates that emotional bond/attachment which is now becoming so relevant to both marketers and consumers.Overall, this article states the importance and effectiveness that social media has when it comes to direct marketing.
Scooped by David Yang
Scoop.it!

How Do You Measure the Success of Marketing? | poliARC

How Do You Measure the Success of Marketing? | poliARC | IMC articles discussion | Scoop.it
Measuring the success of your marketing. Do you know if your marketing is working? A good marketing plan and process will ensure you can measure success.
David Yang's insight:

Interesting point of view of measuring marketing success

more...
Andrew Wild's comment, April 9, 2013 4:16 AM
Interesting article. More and more people and companies alike are starting to see the potential the internet has for marketing and advertisement.
Avinash Kumar's comment, April 9, 2013 7:28 AM
very interesting indeed. yeah agree with andrew, the more exposure the companies have with the internet the greater the expansion i beleive.
Scooped by David Yang
Scoop.it!

Integrated Marketing: If You Knew It, You'd Do It

Integrated Marketing: If You Knew It, You'd Do It | IMC articles discussion | Scoop.it
The glut of places to advertise makes it easy to confuse customers with contradictory messages. Execute a strategy that integrates all your efforts
David Yang's insight:

Week 3 Integration article

more...
David Yang's comment, March 21, 2013 5:19 PM
I like the definition of integration in this article, it uses clear and simple words explains how integration should be done in every part. It requires not only the identification of a powerful, unifying strategy and compelling voice for your brand, but the discipline to roll it into every aspect of your organization—from advertising to sales, customer service to customer relationship management programs. They also use the example of McDonald's brand impact, to let us know how they impact people over the years because McDonald’s has maintained a singular focus since 2003 and results everyone knows about McDonald's.
Andrew Wild's comment, March 21, 2013 6:28 PM
The number of places we hit people with marketing messages these days is growing a lot faster than the number of eyeballs that can take them in. audiences (and attention spans) are becoming increasingly fragmented. there is a powerful way to overcome fragmentation: integration. To fight off fragmentation effectively, everything you do to attract, convert, retain, and engage your customers should be integrated.
Avinash Kumar's comment, March 21, 2013 8:34 PM
Any brand or company who delivers their message to their customer base, no matter who they are, is going to be more successful than the business or company that didnt. Its all about the equilibrium between online and offline marketing, nail that it ensures growth and expansion.
Scooped by David Yang
Scoop.it!

The Brands That Survive Will Be The Brands That Make Life Better

The Brands That Survive Will Be The Brands That Make Life Better | IMC articles discussion | Scoop.it
We interact with brands almost every moment of our day. From the moment we wake up, we’re being bombarded with logos, advertisements, and products, all designed to make our lives easier but also to make us feel a connection to companies.
David Yang's insight:

Week 1 consumer engagement article

more...
Andrew Wild's comment, March 21, 2013 6:39 PM
Basically impact peoples lives!
Avinash Kumar's comment, March 21, 2013 9:18 PM
customer engagement is about delivering more personalized experiences based on authentic relationships with customers.

For example, in the traditional customer service model, a hardware store owner would provide recommendations on power drills for a do-it-yourself-er (DIY). The recommendations would be based on the business owner’s knowledge and would map to the customer’s expertise, needs and budget. If the storeowner steered the homeowner in the right direction, the DIY would likely return.
Avinash Kumar's comment, March 21, 2013 9:19 PM
so if engagement is done right then that % of customers disappearing could decrease.
Scooped by David Yang
Scoop.it!

Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC] - AllTwitter

Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC] - AllTwitter | IMC articles discussion | Scoop.it
Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC]
David Yang's insight:

Week 7 Article
creative and media/channels
This article talks about the advantages of using social media nowadays and supported with different types of informaion. 

more...
Avinash Kumar's comment, May 10, 2013 6:07 AM
so basically, If your business has its own Facebook fan page you have the opportunity to provide more information to prospects as well as customers about the products and services that you offer.You might be thinking that all that can be achieved by your website. True that it can be achieved by your website however Facebook fan page increases your exposure to a lot of people not just customer or prospects it gives you a chance to introduce your business to future employees, vendors, and even the media can find information about your company.
Avinash Kumar's comment, May 10, 2013 6:07 AM
so basically, If your business has its own Facebook fan page you have the opportunity to provide more information to prospects as well as customers about the products and services that you offer.You might be thinking that all that can be achieved by your website. True that it can be achieved by your website however Facebook fan page increases your exposure to a lot of people not just customer or prospects it gives you a chance to introduce your business to future employees, vendors, and even the media can find information about your company.
Scooped by David Yang
Scoop.it!

Setting Objectives for the IMC Program Marketing Communications

Setting Objectives for the IMC Program Marketing Communications | IMC articles discussion | Scoop.it
One reason so much attention is given to advertising objectives is that for many companies advertising has traditionally been the major way of
David Yang's insight:

Setting Program Objectives
Professor Don Schultz calls inside-out planning. He says, "It focuses on what the marketer wants to say, when the marketer wants to say it, about things the marketer believes are important about his or her brand, and in the media forms the marketer wants to use." 

more...
Andrew Wild's comment, April 9, 2013 4:20 AM
Professor Tom Duncan, who argues that IMC should use zero-based communications planning, which involves determining what tasks need to be done and which marketing communications functions should be used and to what extent. Often when we think of promotional expenditures of firms, we think only about the huge amounts being spent. We don't usually take the time to think about how these monies are being allocated and about the recipients of these dollars. The budgeting decisions have a significant impact not only on the firm itself but also on numerous others involved either directly or indirectly.
Avinash Kumar's comment, April 9, 2013 7:33 AM
agree with the view point indicated in the article, i agree with Prof. Tom Duncan and his approach of having an structured approach towards marketing communications and its utilisation(s).
Courtenay Poihega's curator insight, August 22, 2013 10:50 PM

Setting objectives for an IMC program is vital when using marketing communications. The use of marcomms are there to support and complement the program in ways that will work towards a company's goal.

 

This article gave a quick look into how effective marcomms planning can hugely benefit an IMC program by starting with the customer and working towards the brand. If the planners begin with the consumer, research can be made into which media outlets are being used which can then be relaid back to the marketers who will be able to determine which marketing message is the most relevant and at what time the consumer was the most responsive to that message. This type of planning will help to create an effective IMC program with marcomms that focuses on promotional strengths.

Scooped by David Yang
Scoop.it!

How Emotions Influence What We Buy

How Emotions Influence What We Buy | IMC articles discussion | Scoop.it
The emotional core of consumer decision-making
David Yang's insight:

Importance of emotional responses: Emotions are the primary reason why consumers prefer brand name products. After all, many of the products we buy are available as generic and store brands with the same ingredients and at cheaper prices.

 A brand is nothing more than a mental representation of a product in the consumer’s mind. If the representation consists only of the product’s attributes, features, and other information, there are no emotional links to influence consumer preference and action. The richer the emotional content of a brand’s mental representation, the more likely the consumer will be a loyal user.

more...
Andrew Wild's comment, April 9, 2013 4:23 AM
When we are confronted with a decision, emotions from previous, related experiences affix values to the options we are considering. These emotions create preferences which lead to our decision.
Avinash Kumar's comment, April 9, 2013 7:52 AM
emotions are very important in the resulting action of our decisions and our buying patterns and behaviors.
Scooped by David Yang
Scoop.it!

From Bland To Brand | Brand | Branding | Brand Branding | Brand Name | Brand Management | CEO Online - CEO Online

Unfortunately, the term 'brand' is such an abused and confused term.
David Yang's insight:

Week 2 brands and brand management article

more...
David Yang's comment, March 21, 2013 5:06 PM
This article talks about the definition of a brand and also explains why is a strong brand so important. It provides key points of how to create a brand. There are 5 points which are credible, sustainable, relevant, motivating and differentiating.
Andrew Wild's comment, March 21, 2013 6:33 PM
In essence, people buy brands, not products. It's a well told marketing truth that explains why even such uncomplicated and commodity products and services such as utility suppliers, bottled water manufacturers and telephone directory enquiry services have all spent a great deal of time 'and not a little money' in positioning themselves as distinct and appealing brands in a very cluttered market place. Brands, or more accurately brand strategies, are geared to plug in to human frailties and idiosyncrasies. In truth, the most successful brands are specifically created to help consumers choose a product or service on other than rational criteria. As a guide, here is a five point checklist for ensuring the ultimate brand proposition is likely to thrive:

Credible - Is what you say about yourselves believable?
Sustainable - Can you then maintain the values you're promoting?
Relevant - Does what you're claiming strike a chord with your audiences?
Motivating - Will your brand proposition be sufficiently potent to generate action?
Differentiating - Does what you say set you apart from your competitors?
Avinash Kumar's comment, March 21, 2013 8:38 PM
Brand management begins with having a thorough knowledge of the term “brand”. It includes developing a promise, making that promise and maintaining it. It means defining the brand, positioning the brand, and delivering the brand. Brand management is nothing but an art of creating and sustaining the brand. Branding makes customers committed to your business. A strong brand differentiates your products from the competitors. It gives a quality image to your business.

Brand management includes managing the tangible and intangible characteristics of brand. In case of product brands, the tangibles include the product itself, price, packaging, etc. While in case of service brands, the tangibles include the customers’ experience. The intangibles include emotional connections with the product / service.