IMC AUT NZ
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IMC AUT NZ
Consumer engagement, Brand Management and Communication Partnerships
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Week 6-8 Key Points to Effective Integrated Marketing Communications, by Didi Lutz

Week 6-8 Key Points to Effective Integrated Marketing Communications, by Didi Lutz | IMC AUT NZ | Scoop.it
jaklinissaeva's insight:

This article is relevant to IMC and its planning process because it dicusses the 6-8 key points that help gain effective IMC. I believe that planning is an important step in marketing because it allows the marketer outline specific goals and tactics needed for implementing a successful campaign as they align with a business’ overall company strategy. Additionally, planning ahead for marketing allows the marketer to find the neccessary resources needed to  help build any assets or tools needed to implement the launch the marketing campaign.

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Renee Quarrie's comment, May 9, 2013 3:51 AM
This article again touches on the marketing mix and the importance of it to businesses. However it adds to new points which are 'measurability' and 'getting the right people'. Measurability is important because its crucial to investigate whether your campaign has been effective or not. Getting the right people is about choosing a communications firm which suits your company and market your key message successfully.
Tarjana Patel's comment, May 9, 2013 5:49 AM
I like the comment “IMC has become an effective way to communicate across various industries...". I believe this is true, especially with the continually changing mediums IMC has to work with. While reading this article, I found "Measurability". I believe this is an important point, as it is important to measure whether the campaign is effective or not. I think this point, can be a money saving step, depending on the effectiveness of the campaign.
annabel rollinson's comment, May 9, 2013 9:18 PM
The article comments on the key steps to an effective IMC programme, I think we all know that the key to a succesful IMC programme is organisaiton and the introduction of a properly planned out strategy. The other points which the article points are which are also effective. I agree when the author states that the key to IMC is consistency is key.
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Targeting and Direct Marketing - Make your ideas Art

Targeting and Direct Marketing - Make your ideas Art | IMC AUT NZ | Scoop.it
With our knowledge of consumer habits and behaviour becoming increasingly sophisticated this has led to a previously blunt promotional instrument such as leaflet distribution developing a sharpness that if it still isn’t exactly scalpel precise, it...

Via Spyros Thalassinos
jaklinissaeva's insight:

This article promonitly talks about how targeting is the crucial ingrediant in having a successful campaign when it comes to direct marketing. The article gives an example which I thought was relevant to its body:  "Good targeting of a leaflet distribution is the difference between the success and failure of your promotional activity and a good or bad ROI. Good targeting will minimize your wastage and maximize your potential response. For relatively small geodemographic targeting fees you will save significant amounts of money on unnecessary print and distribution outside of your prime target market.states that." Direct marketing can help reduce the amount of promotional activity that reaches markets outside of the prime target market.

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Renee Quarrie's comment, May 9, 2013 4:45 AM
I agree with this article. Leaflet distribution is still effective however this is depending on your research into your target audience and the consumers who suit your target market. Narrowing down on potential customers also means that you save on discarded leaflets.
Tarjana Patel's comment, May 9, 2013 5:34 AM
I agree, leaflet distribution can be effective, if it is reaching the selected target market. It is important to target this audience as it can defiantly save in printing costs. Personally for me, I don't really look at leaflets, unless there is something on there that stand out to me.
annabel rollinson's comment, May 9, 2013 9:56 PM
Its very true that a company needs to target who they send their mail to, otherwise, like the previous article, people will just throw it out, it will also save the company a lot of money and also be better for the enviroment by eliminating wastage!
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Developing Effective Marketing Communication Mix | eHow

Developing Effective Marketing Communication Mix | eHow | IMC AUT NZ | 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.

Via Erica George
jaklinissaeva's insight:

This article talks about how using a variety of communication teachniques can be a more effective way than just using a "one size fits all" strategy. The artcile outlines the steps needed to implement a good strategy through the marketing promotional mix. I believe that having a good marketing communication mix can be very benefial for a firm or business in helping with their planning process as well as setting their company objectives. 



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Elaine Li's comment, September 27, 2013 1:07 AM
Great insight. I think this is a great article in relation to our week 6 coursework because it gives a great develop on how to set up an effective communication mix. In order to implement a good strategy through the marketing promotional mix, there are five steps listed:
1. Identify your target audiences
2. Create your key message points
3. Identify your apertures
4. Write your plan
5. Identify your tactics.
As long as you follow these steps, marketing communication mix will not be a problem to your business anymore.
Swati Tiwary's curator insight, October 2, 2013 9:48 AM
This article outlines the importance of developing an effective marketing communication mix. effective communication with consumers is vital for any business. This part comes under the promotion part of the marketing plan. It is important to have a variety of communication techniques as the target audience for every product is diverse. This articles states 6 ways of developing a good communications mix: 1) its important to have identify the target audience: this can be done by a good extensive research. The target audience needs to be further segmented into categories such as current customers, prospective customers and early adopters 2) Create your key message points: it is important to pin point the key messages that the company wants to impart to the consumers 3) Identify your apertures: it is important to find out the opportunities or openings to reach their audience. For example if a company wants to reach school children then they need to make use of a classroom 4) Its important to write the plan: Writing the plan in a clear and concise manner is important. They key objectives and the plan to fulfill them is important so people have clear guidelines to follow 5) Identify the tactics: tactics are important to meet the overall objective. Its good to use tactics that would appeal to the target audience. Effective communication is vital for integrated marketing communications. communication is not a straight forward or a single dimmentional thing. Its multi faceted just like the market and its consumers. hence it is important to have a mix of different communication strategies to cater to all the different segments of the target audience
Rachel Chen's curator insight, October 3, 2014 12:10 AM

It is a really good base for entrepreneurs and marketers in new startup businesses, as well as organisations who wish to increase brand awareness across a wide audience. It’s first important for any firm to identify its target audience with the use of demographic factors like age, buying habits and any other habits relevant to the organisation. It’s also important to create a key message with the direct information that is going to be communicated to the customers and target audience. This basic process will be the keystone to implementing an effective communications mix and highly recommend using it as planning tool for planning your promotional approach.

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The Importance of Branding • Brand Management

The Importance of Branding • Brand Management | IMC AUT NZ | Scoop.it

Via Johnny Price
jaklinissaeva's insight:

This article was very interesting because it focussed primarily on the importance of branding for businesses. It pointed out some relevant points which were applicable to many exisitng theories; stating that consumers tend to buy products they know and trust. I agree with this because if a brand provides goods of excellent quality , price and service, most consumers would  make a repeat purchase. The article also states that "A well known brand with proven consumer loyalty will have little problems finding distribution partners, both locally and internationally. Everybody wants to sell a brand that consumers ask fo and provides a high turnover." Which is another relevant point made for businesses to take on board.

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Cyndee Mudliar's curator insight, March 9, 2014 8:41 PM

This article reinforces the importance of brand building and addresses some of the benefits if done correctly. It emphasises that companies can increase their market share  with the use of integrated marketing and also how brand building can help to reach out to new markets that were unreachable before. Brand building can also help maximize the total revenue for a company.  Another benefit of brand building is the fact that it makes it harder for a competitor to enter the market as a existing brand would have built a strong relationship with the current market hence why it'll be difficult for that market to trust a new upcoming brand. Successful brand building will also help to differentiated the company image. Positive emotional attributes can be linked to the company which as a result can further enhance the overall brand. 

 

I found this article to be very insightful on why branding is of great importance in today's day and age and also all of the benefits that come along with it. 

Morgan Fletcher's curator insight, March 25, 2014 6:20 PM

Having a brand is so important, especially for the consumers as they can use the brand to distinguish between other products. This can create a loyalty for the brand. This can also bring a competitive advantage over other brands. 

Nikhil Bhola's comment, September 24, 2014 8:19 PM
this article explains the fundamentals of branding, it shows step by step what are the areas that need to be worked on or what can be beneficial for businesses. a step by step process is shown. this is infact important as consumers tend to compare between different brands and their offerings, this can be a competitive advantage for the companies if they work on branding their brand and products.