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IMC, and How to Measure The Success

IMC, and How to Measure The Success | IMC discussions |
Do you believe, if a marketing program that was born without a good communication strategy will be selling a discordant empty package? Communication that packed into a marketing program's core mess...
Andrew Wild's comment, April 9, 2013 1:37 AM
If the role of communication strategy is ingrained in an ongoing marketing program for a certain period like Rinso example above, then that is what is called Integrated Marketing Communication (IMC). The focus of IMC must involve his audience what he wanted to go, whatever channel it is used and what result to be achieved (Estaswara, 2008). ROCI often equated with the percentage of customer loyalty that do a re-calculation of continuous consumption or buying the product from the customer. Then there are the so-called communication intangible outcomes, through measurement of brand equity. Brand Equity is basically to know how good is your brand performance. The bottom line is customer impact and related assets (Reid, Luxton, Mavodo, 2005). Brand Equity basically involves measurement of the changes in consciousness (awareness) of customers, customer associations, customer attitudes, feelings customer and the customer experience. For easy measurement benchmark, if we already have a community for customers of our products, we can conduct customer surveys to measure the elements above.
Avinash Kumar's comment, April 9, 2013 7:42 AM
If you want to effectively communicate with your audience in today's society, you need to utilize all methods of communication. More importantly, all methods must work together. This notion is referred to as Integrated Marketing Communication (IMC). While there are certainly differing definitions of IMC, the main principle stays the same: using multiple methods that relay a consistent message to your targets enhances brand awareness and sales. Because the members of your target market are influenced through different mediums, you need to use them all to reach as many people as possible. Your outlets have the unique ability to reinforce the other's message, and in an economy where it takes 15-20 impressions to make an impact on business decisions, that's pretty important.
David Yang's comment, April 9, 2013 10:02 AM
‘A concept of marketing communications plan that shows the value added of a comprehensive plan that evaluates the strategic roles of the various disciplines of communication, such as general advertising, direct response, sales promotion and public relations and combine these disciplines to create a clear communication impact, consistent and maximal. ‘(Integrated Marketing Communication Definition – Schutz (2003)).adn how we measure the effectiveness of IMC? The message effectively born from the consideration of identity, categorization and positioning of products or services that want sold to consumers. There will be two outcomes which are business and communication outcomes for the effective of IMC. ROCI is the calculation of the financial results of the IMC program that focuses on customer loyalty. ROCI can be calculated based on the continuous buying by customers based on the method of customer profitability and sales growth.
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How Emotions Generate $$$

How Emotions Generate $$$ | IMC discussions |
Who are you loyal to in your life? Your answer is probably family and friends. There is an emotional bond that has been built up between you. This bond is hard to break. Your family and friends can
Andrew Wild's comment, April 9, 2013 1:29 AM
Many organizations talk about their desire to have 'loyal' Customers as they know this is the most cost effective way to make more money. However, ironically they seem to miss the fact that loyalty is built on this emotional bond.The challange is emotions are 'soft & fluffy' and difficult to measure the ROI.
Avinash Kumar's comment, April 9, 2013 7:35 AM
exactly andrew, agree with your above statement; get the emotional part right first and loyalty will follow. the article breaks it down very clearly how and why the bond is so important to the expansion of the company.
David Yang's comment, April 9, 2013 10:13 AM
loyalty is built on this emotional bond. The challange is emotions are 'soft & fluffy' and difficult to measure the ROI. Agree with Andrew's point and “Emotional insights will take center stage.The idea that happy customers are more likely to remain loyal, try new products and services, and spread good news about their experiences has started to catch on. Over the past several months, we’ve seen a rise in the number of companies pondering the connection between enjoyment and metrics like satisfaction and Net Promoter Score (NPS). In fact, one global company statistically demonstrated that several emotional factors trump NPS in predicting customer loyalty, effectively dethroning “would you recommend?” as the ultimate question. As firms start to emphasize customer emotion in 2013, we expect to see more vendors developing offerings like Beyond Philosophy’s Emotional Signature, which examines the rational, subconscious, and emotional elements of an experience.”
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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | IMC discussions |
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...
Andrew Wild's comment, April 9, 2013 1:32 AM
Objectives must be SMART … simple, measurable, achievable and posses and element of time. 1. Simple — Make sure you have only one objective per objective. I know this statement is redundant, but too many times I’ve seen the word “and” in an objective (i.e.; increase awareness and leads.) You can only measure one item at a time. And if you are going to increase awareness, awareness of what? a product, a product positioning? In all cases, a more tightly defined objective is simpler.

2 Measurable — How are you going to measure awareness? Is this a bench mark? Is this an absolute number? Is this a competitive comparison? State the measurement metric as part of the objective.

3. Achievable — This is a judgement call. Err on the side of caution. Think small. Most organizations have limited budgets. Money indeed buys mind-share and awareness, for example, builds over time. Be credible. It is better to under promise and over achieve.

4. Realistic – Define objectives that are germane to marketing communications. By itself, marketing communications can not increase sales, or market share, or margins. An objective “helping to” achieve any of the above suddenly becomes unmeasurable. Revisit the classic hierarchy of effects — Awareness, Interest, Evaluation, Trial, Purchase, and Reassurance. These are relationship-building behaviors that marketing communications can impact. Align your objectives with one of these behaviors.

One side note to all of the b2b types: “Leads” (he unholy grail of B2B marketing) communications, are an element of evaluation. You have to generate awareness and interest before you generate leads.

5. Timeliness — Over what period of time are you going to accomplish this objective? Limited budgets often require a flighting strategy. Few can support a single initiative over a 12 month period. So when are you going to measure improvement in awareness?
Avinash Kumar's comment, April 9, 2013 7:48 AM
interesting article and also describes the SMART process very clearly. essential to planning. 5 simple yet difficult steps are outlined.
David Yang's comment, April 9, 2013 10:09 AM
Objectives must be SMART, simple, measurable, achievable and posses and element of time.well-stated SMART objectives determine how to evaluate and measure the program’s success.