Understanding IMC
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Content Quality Drives Search Rank & Online Visibility | Sarah Skerik

Content Quality Drives Search Rank & Online Visibility | Sarah Skerik | Understanding IMC | Scoop.it

According to the recently-released annual Ranking Factors Study from Searchmetrics, Google has made some big changes in how its algorithm evaluates content and assign search rank.   

 

Content quality is the recurring theme of the study, which offers  important lessons and opportunities for content marketers, public relations pros, bloggers and anyone else publishing digital content on the web....

 

“High quality, relevant content is increasingly the focus of search. This type of content ranks better on average, and is identifiable by properties such as a higher word-count and semantically comprehensive wording, as well as often being enriched by other media, such as images or video.” – Searchmetrics 2014 Ranking Factors Study.

 

Human signals

Before we dig into tactics, first we need to look the signals that indicate content quality to Google.  Topping the list is a metric that is new to the top ten factors — the click through rate.  This is an important change and it emphasizes the importance of user actions as indicators of quality.  The majority of search rank factors are derived from social signals, and like the click through rate, these also indicate content quality.  User actions and social signals are derived from human interactions with content, and Google is assuming that people won’t like, share, post or click on content they don’t consider useful or interesting....


Via Jeff Domansky
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Jeff Domansky's curator insight, October 1, 2014 9:49 AM

This is an important study for content marketing, PR, blogging nd marketing pros. Sarah Skerik outlines the factors that Google considers most important in rankings. Content quality including click through rate is at the top of the new algorithmic list. Essential reading 10/10

Marco Favero's curator insight, October 1, 2014 3:41 PM

aggiungi la tua intuizione ...

Benjamin Labarthe-Piol's curator insight, October 2, 2014 4:46 AM

Quality over quantity, that's what matters the most. Always.

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What Customer Loyalty Really Means

What Customer Loyalty Really Means | Understanding IMC | Scoop.it
John Lewis have recently announced that they will be stopping their ever-so-British offer of ‘free tea and cake’ for those on their loyalty scheme. The news has sent shockwaves around the world o…
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Customer loyalty is more than just claiming that you are ‘loyal’ and receiving the benefits of this. Loyalty can be defined as a customer continuing to believe that your organization’s product/service offer is their best option. It best fulfills their value proposition whatever that may be. They take that offer whenever faced with that purchasing decision. But in my point of view, true customer loyalty is an emotional connection. It is definitely not just about the benefits received or pay out. If the loyalty is entirely based on benefits including financial and non-financial then you really should be questioning about the ‘loyalty’. 

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4 of the Most Innovative Brand Building Campaigns of Recent Years

4 of the Most Innovative Brand Building Campaigns of Recent Years | Understanding IMC | Scoop.it
There are many potential ingredients for an intriguing brand building campaign. Whether it’s a beautifully shot commercial, amusing billboard or even a controversial opinion, there’s one element …
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This report introduces four most innovative brand building campaigns involving funny commercials in recent years. Whether it’s a beautifully shot commercial, amusing billboard or even a controversial opinion, there’s one element they all have in common – originality.

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Four Alternatives to Like-Gating on Facebook

Four Alternatives to Like-Gating on Facebook | Understanding IMC | Scoop.it

What tactics are you using to grow your Facebook Page? This article shares four alternatives to like-gating that increase audience and engagement.


Via Kamal Bennani
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The Marketer's Guide to Developing a Strong Brand Identity

The Marketer's Guide to Developing a Strong Brand Identity | Understanding IMC | Scoop.it
Learn how you can define your company's brand -- or work with an agency to help them define it for you.

Via Wit Kritcharoen
Yuhua Hong's insight:

Developing a powerful brand identity is about knowing who you are, where you position and fit in the market and what you stand to differentiate you from competitors. To understanding your position in the market, SWOT analysis is recommended, which providing insights into the strengths and weaknesses of your brand, the opportunities it has in the marketplace, and the threats it might face in that marketplace. Building a strong brand identity needs consider five important steps: Vision Statement, Mission Statement, Essence, Personality and Position or Value Proposition. Customers will be loyal to you as long as your product or service keeps the distinctive advantages. It is the main reason loyal customers come back to you. 

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Wit Kritcharoen's curator insight, March 19, 2013 12:41 AM

To build a strong brand identity companies need to determine what is your company's position in the market by using SWOT analysis, which help marketers analyse their companies, strenghts, weaknesses, opputunities, and Threats. However, after the companies know where they are in the market, now companies can develop and build their brand towards the position that they are in, which will create a strong brand identity against their competitors.

Neungy Kung's curator insight, March 19, 2013 4:23 PM

When companies aimed to build strong brands, it need to take into account of where your companies will sits in the market which you have to identify the company to get a clear picture ot its purpose and places. This include SWOT analysis which will tell what companies Strengths, Weaknesses, Opportunities and Threats. There are five steps to developing brands identity: Vision Statement, Mission Statement, Essence, Personality and Position or Value Proposition. After companies know all this, they will be able to improve and figure out what to make their brands and products better to suit customers.

 

Vana Chatikavanij's comment, April 9, 2013 6:10 AM
I do agree with this article that SWOT analysis is important to indicate where your company belong within the busniess market. Knowing all the four elements help to set out your company position and being able to help to keep your company in the right place with the right actions. Strenghts, Weakness, Opportunities and Threats help to gain all of this. With all four taking into consideration will help to create a strong brand and give the company a strong guide inwhich to place themselves in the market.
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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 | Understanding IMC | Scoop.it
Learn how to integrate all of your company's marketing channels and seamlessly present a unified message to customers.

Via Érica Ariano
Yuhua Hong's insight:

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. 

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NayanVallabh's curator insight, May 12, 2014 11:35 PM

This article is basically a guide on how to develop and create integrated marketing communications within a business. there are 2 factors that drive IMC, offline and online marketing. offline marketing is print media, TV and posters so the traditional factors of creating brand awareness. online marketing is social media platforms such as Facebook. there are 4 tips on how develop a IMC strategy. 1. creating an IMC goal. Individuals must be aware of these goals in order for them to complete the goals. 2. Know your customer. Marketers will be able to gain an advantage when they create a IMC campaign by identifying who their target market will be. 3. Check for Consistency. Ensures that the consumer and the marketer have a strong, clear idea of what the brand is and about. 4. Audit your marketing. It is important to review your marketing strategy to achieve these results such as the positives and negatives of the plan. If marketers are able to focus on these main areas then it will help their business become more successful.

 

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

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How To Create Engaging Posts For Social Media During A Slow Day

How To Create Engaging Posts For Social Media During A Slow Day | Understanding IMC | Scoop.it
It’s a fact – social media marketers do have their slow days. Perhaps people are on vacation or resources are being pulled for another project and there is not much organic content coming…
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To crafting your own ideas and creating great content on a slow day, the author provides a framework for you to track with. The first step is to determine which types of posts and content are appropriate with respect to the personality of the client. Then think about the social media platform the business is using and how it is being used within the context of customer engagement. Ask yourself what you would have to see to be interested in following such a company. When forming ideas or curating content, investigate what your peers and the competition are posting is a good choice. As you may discover a news item or trend to post about that you may have missed and you may get ideas from competitors and see what forms of content works for them and what hasn’t, and adjust your strategies accordingly. Then comes to the last stage to post. The proper timing is needed to be considered. You can try other time if you get any responses. As each time you post, chances are new for people are seeing it. 

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10 Ways To Fail On The Biggest Social Media Platforms: Twitter

10 Ways To Fail On The Biggest Social Media Platforms: Twitter | Understanding IMC | Scoop.it
You probably didn’t set out to fail on your social media efforts. Like a cheesy horror flick, something bad happened when you went into the basement. Maybe after you finished with the rest of your …
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Twitter is the largest social media platform which allows customers to share information and engage with marketers instantly as its simple operations. As a part of IMC programme, social channels complementation helps to achieve a better communication strategy, building and maintaining long-term relationship with consumer. Although the competitive advantages and low cost as social tools, Twitter still facing some challenges as listed in the article.  

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5 Ways To Integrate Your Online And Offline Marketing

5 Ways To Integrate Your Online And Offline Marketing | Understanding IMC | Scoop.it
The divide between online and offline marketing is shrinking every year. Experts now regard the former practice of creating two different strategies for the online and offline world as the old way. T…
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Since the gap between online and offline marketing is shrinking. The new way that introduced to creating a single congruent campaign centered on a central message to plan your online and offline campaigns is urgent to develop. in order to deliver a clear and consistent message to customers, it’s absolutely necessary to operate in the mindset of campaign first, medium second. It’s less important about how the campaign is delivered and more important about what the call to action for the audience is.

1.)  Mobile Check-In at Physical Locations

2.)   Hashtag Your Event Wisely

3.)   Custom URLs Make Everything Trackable

4.)  Digital Rewards Like Mogl and Foursquare

5.)  Teaser Advertising

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25 Awesome Free Google Tools for Marketers

25 Awesome Free Google Tools for Marketers | Understanding IMC | Scoop.it
Whether you love Google or love to hate Google, you have to admit one thing. Google offers a lot of free tools to use with the convenience of being able to use them with one login.
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What is Brand Positioning? — opento

What is Brand Positioning? — opento | Understanding IMC | Scoop.it
A brand is not just a promise – brands need to deliver.
Knowing how a brand really works is the key to brand positioning.
In the first of 3 posts on brand positioning this week, we look at how a brand works.

Via Neil Gains, Brad Trembath, Jordy Jamieson
Yuhua Hong's insight:

Branding is more than just simple promise. It is important to create brand awareness by delivering benefits, experiences and emotions. Such bundle of associations that customers perceive the company is the key to brand positioning. Finding correct associations helps to generate distinctive competitive advantages from competitors.  

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Wen Gao's curator insight, May 8, 2014 5:51 AM

A brand means more than just a promise between the business and consumer. A successful brand can fulfill the needs of customers: benefits, experiences and emotions. When we see an outstanding brand, it will remind us of that bundle of associations. Brand identity is about defining, positioning a brand. A logo, design or even a slogan can stand for the identity of a brand that reminds customers of the products or services. As customers, we are facing different choices in consumption problems, a brand with strong association can help us make choices quickly and confidently. A successful brand should take brand vision, customer needs and competitive market into consideration. Brand identity can help customers to recognize and recall the brand more easily. 

yundy wang's curator insight, September 7, 2014 1:58 AM

A brand means more than just a promise between the business and consumer. A successful brand can fulfill the needs of customers: benefits, experiences and emotions. When we see an outstanding brand, it will remind us of that bundle of associations. Brand identity is about defining, positioning a brand. A logo, design or even a slogan can stand for the identity of a brand that reminds customers of the products or services. As customers, we are facing different choices in consumption problems, a brand with strong association can help us make choices quickly and confidently. A successful brand should take brand vision, customer needs and competitive market into consideration. Brand identity can help customers to recognize and recall the brand more easily. 

heeyeon yoon's curator insight, September 25, 2014 9:54 AM

Brand aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

To suited relationship with consumer is through the product or goods of consumer service such as perception, feeling, experience, and confidence from the allegorical differentiation. To success in branding, company must understand what customers’ needs and wants.  The best brands become strongly associated with those benefits, experiences and emotions so that we all know what to expect from them.

Brand positioning is compressed and you want to pass a message to customers and the nature of the competition. The terms of the separate positioning statement that clearly summarizes the contents of the brand positioning. This should include the target customer, the business is essentially to provide value to customers, and competitors are differentiated ways.