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Rescooped by Irena Yurovsky from Eat-lives-breathes business and leadership!

Humour in Brand Marketing – Effective or Silly? - exploreB2B

Humour in Brand Marketing – Effective or Silly? - exploreB2B | IMC |
Adding  humour to your marketing strategies can make your brand stand up uniquely from the rest; your prospects will likely to share your humorous advertisements around to their friends on ...

Via Joanna Jack
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Rescooped by Irena Yurovsky from BRANDING!

How to Create an Integrated Marketing Communication (IMC) Strategy for your Small Business

How to Create an Integrated Marketing Communication (IMC) Strategy for your Small Business | IMC |
Learn how to integrate all of your company's marketing channels and seamlessly present a unified message to customers.

Via Érica Ariano, Ellie Xun, zzz
Irena Yurovsky's insight:

This article explains why a business doing all the right things is still running at a loss. This is because you aren't communicating your brand image CONSISTENTLY throughout all of your marketing channels.The two main factors that tend to drive integrated marketing communications are: Offline Marketing - is all the marketing strategies that are used without internet. Offline marketing has a major effect on consumers as it has established a solid platform and reaches those who have not got access to internet.

Online Marketing - is done within the networking world of the internet. The constantly increasing number of internet users and the success of e-commerce businesses makes this channel crucial for businesses.

Using integrated marketing principles a clear and compelling message is delivered to the customers. This allows you to improve sales and achieve maximum cost effectiveness while building the brand.To develop an integrated marketing strategy there are four tips to make it successful.

- Develop IMC goals; communicating goals to your team allows everyone to work towards those same goals.

- Know your customer; know your target audience, what interests them and how you can communicate to them more effectively. Find what appeals to them.

- Check for consistency; all your marketing channels must have a consistent message, this will avoid confusion in your team and in your customer base.

- Audit your marketing; review and revise your strategy to see how well particular methods work and what needs improvements.

EmilyTse's curator insight, May 15, 2014 3:12 AM

This article discusses about how to create an integrated marketing communication strategy for small businesses. I believe that this article is interesting because i would think that that IMC strategy could only be implemented effectively by companies on a large scale.

Owen's curator insight, May 15, 2014 9:23 PM

IMC for the small business

Yuhua Hong's curator insight, August 3, 2014 7:26 AM

The article identifies genernal offline and online marketing channels and give a clear explaination about integrated marketing communication(IMC). It is stated that IMC is designed for delivering content massage to target audiences. There are four genernal steps for establishing IMC. Firstly, define your IMC goals so that you can always keep them in mind during IMC planning and operations. Then, getting familiar with your target audiences. For any businesses, consumers’ opinions and reactions towards their IMC plan are very important to the company. The third step is ensure you deliver your content messages consistently over all different media channels. Finally, it should be noticed that conduct marketing audits regularly will be a helpful way to review and revise your strategy. 

Rescooped by Irena Yurovsky from Brand Equity!

'Who' Your Business Is Now Matters More Than What You Sell - Huffington Post

'Who' Your Business Is Now Matters More Than What You Sell - Huffington Post | IMC |
'Who' Your Business Is Now Matters More Than What You Sell
Huffington Post
The next question is 'who determines your brand?' if this is now the most important element of building a business?

Via Daniel Armstrong
Irena Yurovsky's insight:

A good question I found to ask yourself while reading this article was - Why do you pick a certain business (Ms Higgins cookies) over any other?

There are literally hundreds of bakeries and cookie stores that sell the same thing yet I only buy mine from Ms Higgins. 

An image of a business is more important than what they sell! This is a fairly new concept as commonly thought that what a business sells or does is what was important. My choice of Ms Higgins cookies comes from the image they project - that the cookies are baked just like your nana makes them; home-made overall I choose them for their brand. This article clearly answered who determines your brand. The control of brand equity has started to  shift to the hands of consumers who have access to social media tools to tell people who they think you as a business are. However, the business still controls how they deliver the promises they make to customers. In the constantly developing world of technology and the increasing number of people who are connecting to the online world of internet it is becoming very difficult to differentiate their business - online or 'on the street'. Any information you need can be found by simply googling it and hundreds of articles will be at your disposal. It does put pressure on businesses trying to stand out to customers. 

Things do become easier for businesses as the 'what you sell' now MATTERS LESS but the IMAGE you project of the product or service will "win or lose your business".


Daniel Armstrong's curator insight, March 20, 2013 7:49 PM

Who you are as a brand is more important that ever! This is because of the amount of competition we have nowadays. Just like the example this article gives with donuts, you can go to a couple other places which are within walking distance to get a donut but the one you go to is the one that you enjoy. Not only enjoying the donuts but the customer service and who the brand is themselves. Maybe a quirky character or a neat box or style of donuts, everything the brand has to offer is what it is getting judged by, it is no longer just the product customers are judging because im sure most if not all the donuts you get from the various donut stores will taste good! 

Alina Oleinik's comment, March 20, 2013 10:16 PM
Just as Daniel said, there are now high quantities of businesses which provide the same or very similar products and services. Due to advanced technology and the Internet, people can find out how to duplicate almost anything, meaning that creating a strong brand identity has never been more important. Businesses need to create a point of difference - whether it's a capturing name, outstanding service, or competitive prices, companies must have specific qualities which make up their brand image and make it stand out from the rest.
Kate Corkery's comment, March 21, 2013 11:04 PM
brand image and a customers experience is important. Value for money is always a good thing in the consumers eyes. they want a good experience from a brand they know. technology has made it easy for different brand to copy and market in the same way. this means that making the brand memorable is important; even if it it just a quirky box. this makes consumers remember your brand and want to come back. retaining customers is hard in todays society, so brand management is more important that ever!