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Rescooped by Marzen Arby Alvarez from Wk1 & Wk6 Consumer Engagement & Communication Mix!

Developing Effective Marketing Communication Mix | eHow

Developing Effective Marketing Communication Mix | eHow | IMC |
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, Orlando Werffeli, Christine IMC
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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8 Direct Mail & Social Media Marketing Mistakes Your Small Business Are Making

8 Direct Mail & Social Media Marketing Mistakes Your Small Business Are Making | IMC |

I reviewed a well-known shared direct mail package recently and came up with these 8 suggestions that will help out every small business.

Via Christine IMC
Melika Trott's comment, September 27, 2013 12:06 AM
I agree with German, its the simple things such as not putting the company website on flyers and hard copies of peomotional documents. This is especially important in New Zealand as you say because most of our business are reasonable small and unheard of.
Patrick Wong's curator insight, March 11, 2014 11:04 PM

what a great article explaining the little mistake the small businesses are making with direct mail and social media. often are about not having sufficient information on your social media/ your company is hard to find which make it hard for customers to have an efficient communication with the small business. Small business need to watch out this every little things because they are what make the business to have a good integrated marketing communication. 

Lili Wang's curator insight, May 15, 2014 5:42 PM

This was an interesting article to read as it clearly stated why some small busnesses are not succeeding in their industry as it talked about the factors that is holding them back.  Small businesses need to watch out little things because they are the core knowledge to ways that the company can improve on in the IMC process


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Program Planning, Objectives, Budgets, Measuring Success

Program Planning, Objectives, Budgets, Measuring Success | IMC |

Via Gaia Adni
Didia Carvalho's comment, August 22, 2013 5:05 AM
This is a great article and i enjoy reading it. It explains what is advertising and how advertising is related to marketing. Also in this article explain the importance of the marketers need to understand the consumers. I agree with the author it is very hard to determent value of the advertisement but we can determent whether the advertisement is success or not by measuring the marketing and the communication objective. The value of the object will guide us to develop the integrated marketing communication. Also, this article mention about the objective of the promotional objective. Overall this is a good article, give reader easy to understand and make people interest to read with.
Max Downing-Webb's comment, August 22, 2013 6:08 AM
Setting marketing objectives correctly is often discussed but sticking to them is rarely acknowledged. I like that your have brought our attention to this KIm. Sticking to the objectives and budget is important as these decisions are made independently and with a strategic perspective rather than short-term or situational decisions. Good find Kim, and good reminder to keep following that marketing mix.
Tiffany Tang's comment, August 22, 2013 7:35 AM
This article mainly talk about how advertising is important to promo a brand into the society. After reading the article i can clearly understand that how advertising is important to a business. For the business, it is very important for them to understand their audience as well as their target market. Also a successful advertising can let people remember their brand and products. Furthermore, we need to be careful about the promotion budget. Some business in order to make their brand more popular they do not care about how much they spend at last they over their budget. An successful advertising can be measured by their objective. This will make the business to be success.
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Driving Consumer Behavior: Emotion vs. Rationality in Market Research | Imagemme

Driving Consumer Behavior: Emotion vs. Rationality in Market Research | Imagemme | IMC |
Jeshleen Lata's curator insight, September 25, 2013 5:37 AM

This article tells us about how consumer’s emotional response is important for IMC. Emotion is a key driver in purchasing decisions it also allows companies to see how consumers feel towards their brands. A consumer’s brain combines emotions with certain memories evoked by particular scenarios that are relevant. For a business to understand the emotional responses of their brand they need to ask their consumers questions, when asking them questions it is important for a business to take a note of consumers emotions , their emotional response for the question. Emotional response can lead to purchase behaviour. Consumers get connected with a brand emotionally and if they are connected emotionally they are likely to choose your brand. 

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Importance of Branding | TAS Belize

Importance of Branding | TAS Belize | IMC |
We came across this great article from Online Advertising Agency. Prior to launching an advertising campaign or developing a marketing strategy, it is crucial that you determine your brand's identity.

Via Sean Peh
Sean Peh's curator insight, August 20, 2013 12:47 PM

Branding is said to be one of the most important part of a business as it is pretty much the core of a company. It essentialy affects the amount of profit a company can make. Brand equity requires the creation of well-known brands that have favourable, strong and unique identities. 


Defining a brand allows a company to take control on how the consumers preceive you as a brand. By raising your status from a basic commodity to a brand, consumers will be willing to pay a premium for your services or products. In order to keep the consumers, a company has to be consistent on its branding to keep them aware of what is going on with the company and to keep the brand equity up. 

Sisyliana Halim's comment, August 22, 2013 2:45 AM
As we are studying IMC, Brand is definitely a big deal, after all the long term goal of IMC is to increase that brand equity and increase brand awareness of that Company.Some people think it’s a logo,a company color,consumer advertising or promotion. It is all of those things, but the overarching question is ‘Why is branding so important’? This actually gets to what’s at the heart of the matter: Branding is what occurs when you make a heartfelt connection with your customer.Making that connection with amemorable visual ‘look and feel’ or a striking slogan, yes, of course that’s a core part of branding.But more than that—your brand is the recognition that, in your particular market place,you have actually stated the value of your product/service in terms that resonate with your customer. The value of your product/services unmistakably yours.Why? Because your“brand”is the representation of your unique competitive advantage.
Onnie Wongchanon's comment, August 23, 2013 12:35 AM
I would have to agree with you Sean as it is important for a company to have its own identity which makes the brand different from the rest and sets it apart. The company itself definitely must have a unique way to identify itself as a brand as consumers will be more willing to use the services and products; although this is only applicable if the branding is consistent.
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Four Steps to a Social Media Strategy [Infographic]

Four Steps to a Social Media Strategy [Infographic] | IMC |

Engaging customers online requires more than just being on the same social networks they are on. You first need to determine what your goals are for social media, how to measure the success of those goals, what tactics to use in your plan, and how to execute that plan. In other words, you need a strategy.


Click on the link for the complete infographic, including details on what options are available in terms of social media platforms, the different values of each, and how they relate to your potential needs.

Additionally, learn about how well they perform with regard to the 4 defined steps in developing a effective social media plan of action, which are:

Define your goalsDefine your metricsDecide on tacticsExecute a successful strategy


So, for those getting started, or anyone who may be re-evaluating an existing social media strategy, check out this infographic that helps inform, organize and achieve online social media goals.

Via Lauren Moss, Christine IMC
kendall irvine's comment, September 25, 2013 8:20 PM
I really enjoyed this article due to the simplicity of the inforgraphic showcasing the information in a colourful and engaging way. As there are several types of social media such as facebook, twitter and tumblr (blogs) having media stratergy for each one is important. All of them have different communiction features and different target audiences. Kamal has chosen well and agreeing with emma that this really links well with the week 7 lecture topic.
Christine IMC's curator insight, September 26, 2013 10:15 PM

This is a good article as it uses infographics which makes it easier to understand and take in the idea of developing and implementing a media strategy and in this case for social media. The first 4 steps are the basics to developing a strategy and then it expands on it with not great detail but just the quick basic information one needs to know. Although one thing it doesn't mention though is analyzing a market or finding a target market which I beleive helps within the process of developing a strategy, knowing what potential customers to target or what market or segment.

Selina EverHungry Nihalani's curator insight, October 6, 2013 6:23 PM

In today’s market, social media has become an essential factor of building a business strategy. It is very important that we approach and engage customers through social sites. In the beginning of this article, it shows that a successful social media strategy depends on establishing a sound business goal. Goals must be defined clearly to utilize the appropriate social media in achieving the business goal. After the goals are set, it is also important to define the metrics and tactics. This is because these will measure whether the social media efforts are creating consideration and conversions with the target audience. Through this process, companies can evaluate and measure success and failures, and prepare for a better business strategy to succeed in social media.

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Integrated Marketing Communications: Why Is It So Important?

Integrated Marketing Communications: Why Is It So Important? | IMC |
It's a constant concern for just about anyone running a business.  Whether you're a huge fast-moving consumer goods conglomerate or a one-man home-based office, the question always is: "How can I k...

Via Holly Adams
Marzen Arby Alvarez's insight:

This article had summarized and clearly defined IMC. How important it is in today's world. IMC has a great role for all business firms. Consumers now a days are smart and resourceful. This article had pointed out good ideas when it comes to how to reach target markets and ways of advertising now a days. Cheap and effective ways such as social networking and creating innovative way to promote and advertise brands and products. Giving out right enough knowledge to consumers about brands are really important and firms should send out messages effectively.

Scarlett Yeounju Kim's comment, July 30, 2013 6:25 AM
Contemporary consumers are smart; I guess they are smarter than marketers. By proliferation of web 2.0 they have been educated what is good and bad for their life so that they have clear mind about their needs. Furthermore there are overflow of products and goods. It could mean hardship in marketers’ role. However, there is good news; we have IMC which helps to fill the gap between consumers’ needs and marketers’ wants. Consumers want to obtain information about new product and marketers need to sell the new product. As it is getting more intricate society it is harder to provide clear information about the specific products. However, through IMC it is much easier than before, because IMC has various gadgets such as Media advertising, sales promotion, and public relations etc. They work altogether and try to create the best effective communication in one voice. Consequently, it will make a concrete relationship with consumers and also increase profit of business. Therefore, marketing practitioners need to hone function and role of IMC. Furthermore they should senstivley respond tosocial changes.
Yuhang Wei's comment, August 21, 2013 7:05 AM
Hi holly. Social media truly play a very important role in today's market. Many companies now are using Facebook, twitter to promote the products or services. I think this is the future for IMC by using online tools to communicate with consumers. I totally agree with your opinion.
Christine IMC's curator insight, August 23, 2013 4:49 AM

I agree with Marzen as it the article defines IMC in a great way as well as pointing out a few keypoints as to how important IMC is for companies and how using it has positive influence on a companies increased contact points rather than a select few i.e. mass media and door to door it covers a whole range in order to reach more of a target audience by encompassing that with other medias from mass, word of mouth, DM, customer service, etc. Also the emphasis on customer satisfaction on keeping customers vs. winning them back once lost. The idea that this generation now have a heightened usage online vs 20 years prior will also impact comapnies by getting involved online as well and continuing to grow with the times, it shows IMC really can do much more for a company through these changing times vs. a set way of marketing may not yeild the same success today as it it did 20 years ago unless they adopt IMC concepts with an ever changing society.

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Kantar - Do Tweets influence consumer behaviour?

Kantar - Do Tweets influence consumer behaviour? | IMC |

Kantar Media Compete and Twitter have worked together to understand the impact of Tweets posted by retail companies. Specifically, we wanted to know whether Tweets influence consumer behaviour; are people exposed to a retailer Tweet more likely to visit that retailer's website and eventually purchase from that retailer?


To answer these questions, Compete observed 2,600 US-based Internet consumers who saw Tweets from almost 700 different retailers such as Amazon, Nike and Walmart from August to mid-October. We limited the scope of the study to desktop browsing only (no mobile or table activity) and exposure on only (no Twitter clients were included in the analysis). We also studied the behaviour of two control groups comprised of a similar set of consumers who visited Twitter but did not see retailer Tweet and who were simply average internet users.

Via Ashish Umre
Chantelle Pulevaka's curator insight, September 30, 2014 9:03 PM

Twitter can increase the amount of people who visit a retail store after being exposed to it on twitter. 

Samara Paxton's curator insight, October 2, 2014 7:23 PM

Twitter is helping brands increase the web traffic to their retailsites. Its amazing how just seeing a tweet from a retailer can encourage a person to visit, and then buy from their website. It proves that having a presence on social media isimportant for a brand,especially with the kind of statistics that are being shown in this article. Twitter users that visit a retail website are more likely to visit or buy from that site than just a regular internet user- and it makes sense. A brand needs to always be reminding of its presence, and keeping up with what is going on in the modern world to reach its younger customers, who are so easily accesssible. 

Chantelle Pulevaka's curator insight, October 2, 2014 9:54 PM

Maybe there should be more apps like twitter to engage consumers. 

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Mobile Marketing: Three Strategic Approaches to Success [Video]

Mobile Marketing: Three Strategic Approaches to Success [Video] | IMC |
Mobile - Between next-generation smartphones, tricked-out apps, and celebrity-filled Siri commercials, it's easy to look at mobile as a set of breakthrough devices, tools, and channels. But that's not the lens through ...

Via Maurice Parisien
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Taxi Stoltenberg - English subtitles

Shock, discussions and questionable driving skills. See what happened when Norwegian Prime Minister Jens Stoltenberg was driving a taxi.

Via With Intent
Marzen Arby Alvarez's insight:

Consumer engagement is the resulting impact of a brand interacting with consumers through of a variety of marketing initiatives. The goal of consumer engagement is to create meaningful consumer impact and generate either a behavioral result (such as driving a sale or inquiry) or an attitudinal result (such as making an emotional impression or changing attitudes). And in this video it showed how Prime Minister Jens Stoltenberg had engaged and reached out to people and have a normal conversation with them regarding related current issues. Some issues had been clearly talked about and had an impact to people and gave a mesage to vote for him for the coming election. The Prime Minister wants to gain trust and also publicity for his campaign.  

With Intent's curator insight, August 15, 2013 11:46 AM

Live Engagement marketing making a politician look very sympathetic. Guy could be a baby-eater for all I know, but this would make me vote for him.

Christine IMC's comment, August 22, 2013 12:06 AM
I agree with Marzen and her description of how consumers response is either behavioural or attitudinal or sometimes both but also can be affected by other factors also. The video is actually quite funny and is a good way of portraying to the auidence (people watching/voters) how one campaign has used this idea of polictics and the Labour party but portraying it in a way where consumers can engage with what they're watching but also consumers within the video have engaged directly with the current leader of Labour/Primeminister - it gives consumers that sense of relatability that he's like one of us and is approachable and gains the consumers interests as well as a reaction from them as Marzen has identified. Again very good publicity for the party as well as the primeminister himself.