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Articles relevant to Integrated Marketing Communications to be used for assignment work
Curated by Sarah Nicholls
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Integration Of Email Marketing And Social Media In Easy Steps

Integration Of Email Marketing And Social Media In Easy Steps | IMC for AUT |
Many small companies use promotion via email and social networking in some form, but the efficiency occurs when the two advertising models are incorporated.

Via Manish Dhane
Sarah Nicholls's insight:

The article makes some good basic points on how to set up social networking for companies who may just be starting out on social media, however it really doesn't talk that much about the integration of email marketing with the social media as stated in the title. The idea is a good one, but this article really requires more explanation on how best to utilise email marketing so it links in with social media.

ashley stanley's comment, May 8, 2013 2:35 AM
I think the point the article was trying to convey was that email marketing is still considered important to consumers to communicate what a company is doing etc but by integrating social media into the mix consumer engagement could be further increased with both as its just as powerful (if used correctly).
Eden Weaver's comment, May 9, 2013 12:00 AM
I agree that consumer engagement could be increased if social media and email marketing was integrated and this article was a good as a basic guide for businesses who may be starting out and need ideas on how to create customer engagement with a brand.
Manish Dhane's comment, May 9, 2013 12:34 AM
Ashley and Eden Thanks for your valuable feedback.
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An Investigation Into the ROI of Direct Mail vs. Email Marketing [DATA]

An Investigation Into the ROI of Direct Mail vs. Email Marketing [DATA] | IMC for AUT |
A breakdown of the ROI of email marketing vs. direct mail using an example from a case study published by the Harvard Business Review.

Via Frank Mohnhaupt
Sarah Nicholls's insight:

I really liked the way this article didn't just stick with what the article said but did their own calculations. Being able to quantify this information through data and numbers definitely helps to illustrate the comparison of direct mail and email marketing and helps marketers to make an intelligent decision for their own marketing campaigns.

ashley stanley's comment, May 8, 2013 2:59 AM
A good example of how marketing objectives can be measured financially. This is always important in order to justify costs for future planning and IMC campaigns
Eden Weaver's comment, May 8, 2013 11:47 PM
This was an interesting article. I also like how they did their own calculations. It does sound like email marketing is a cost effective way to directly target consumers.
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How to Use the iPad for Content Marketing

How to Use the iPad for Content Marketing | IMC for AUT |
Content - The iPad is one of the best ways marketers can enhance their brand image and interact with today's mobile generation, but marketers are struggling to find innovative ways that encourage ...
Sarah Nicholls's insight:

First of all I dislike the extreme focus on the iPad. There are lots of other areas of technology that seem to be completely discarded and the potential to lose customers by not thinking about Samsung or Microsoft or any other companies who also produce mobile devices and tablets. The article itself is also just a bit too basic - by now, most companies that are planning to take their marketing into social network have worked out these steps and are looking for ways to be more noticeable instead of just the basics. I know it says 'basic' in the article, but it doesn't really give any 'new and innovative ways' which is what the writer says that marketers are looking for. 

Eden Weaver's comment, April 7, 2013 7:43 PM
I do agree that this article was heavily focused on the ipad, as there are other brands that have the same or better technology. This type of marketing could be used for phones, pc or other devices that allow you to view video and access social media. This article was pretty basic but had some good points on what to include when creating social media marketing.
ashley stanley's comment, April 9, 2013 12:00 AM
The article was basic but the idea was relevant to week 4 as the purpose of using the ipad (mobile piece of technology) was how to engage with consumers in an innovative way. Which in turn could change their decision making process for a certain product? or it could be an objective of a marketing plan?
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Be Consistent in Your Branding Strategies - The Online Seller

Be Consistent in Your Branding Strategies - The Online Seller | IMC for AUT |
The Online SellerBe Consistent in Your Branding StrategiesThe Online SellerYour business brand is your calling card. It embodies your hard-earned business credentials, and it engages your customers, old and new.

Via The Social Wise
Sarah Nicholls's insight:

I really like the point of making sure your brand is recognizable not only in it original colors but in black and white - definitely an indication of a strong and visible brand. 

Eden Weaver's comment, March 18, 2013 11:51 PM
I agree that being consistent in branding is really important as it sends consumers a really clear branding message. The use of colour or black and white logos was interesting and also including a tagline to associate with a logo is a good example of consistent branding. Making a brand recognizable is really important in setting your brand apart from the many other companies in the market.
ashley stanley's comment, March 21, 2013 5:20 AM
I felt this article noted the importance of branding in terms of logos and tag lines but was very basic. I feel that brands are more than just symbols and believe they provide the foundation of a company (visually for consumers) so need to be 'right' from the very beginning. Brands set the tone for consumers which can have either negative or positive effects depending on how they are positioned.
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Branding Strategy Insider | Brand Value & Pricing

Branding Strategy Insider | Brand Value & Pricing | IMC for AUT |

In what ways does developing a strong brand increase a company’s growth potential?


A strong brand helps a company grow in three specific ways.


First, companies can charge a higher price — which hopefully leads to higher profits, thereby resulting in more cash to expand the business further. For instance, since Caterpillar has a very strong name in the construction equipment category, it can charge more—because buyers know of Caterpillar’s great product and service quality. In earning more, it can grow faster.


Secondly, a company with a strong name has an easier time getting into distribution channels. You can find Coca-Cola in supermarkets, vending machines, gas stations, restaurants, and many other venues. Imagine, however, whether a new drink with an unknown name would have much of a chance to be carried in most venues. A brand name’s strength determines how quickly and successfully a company can expand its business.


Third, once the brand gains trust and respect, companies can put that same brand name on—and then launch—more new items. This is why Campbell Soup Company doesn’t need to invent a new brand name for each new soup that it launches. The fact that the distinct, recognizable Campbell’s name is on the soup gives both the buyer and the distribution channels confidence in the product. Not needing to develop a new brand name saves the company a considerable amount of money. And because it is easier to launch new products under the same name, the company can achieve much faster market penetration.

Sarah Nicholls's insight:

Very simple and straight to the point - three good solid pieces of information about the importance of having a strong brand. It doesn't offer anything on how to make a strong brand, but pointing out the difficulties of competing with brands that do have high visibility is important also.

Eden Weaver's comment, March 18, 2013 11:42 PM
The article is very straight to the point and gives good examples. I agree that having a strong brand name brings more benefits to the brand. I also agree with other commenters that just because you have a strong brand name doesn't mean you can charge more as it depends where your products are positioned in the market. I also agree that once a brand is trusted and is well known other products can be added to the brand without having to change the brand name.
ashley stanley's comment, March 21, 2013 5:31 AM
I dont necessarily believe if you have a strong brand that you are able to charge higher prices and make profits. There is a possibility with the recognition of the brand and having more distribution channels would cost a company alot and whether or not those costs are covered with any positive difference is slowly diminishing with the internet. Smaller companies with a less recognisable brand may experience more revenue if they were conducting busines online due to the wider reach of possible consumers and maybe at smaller costs due to the unnecessary need to having to be stocked in stores.
ashley stanley's comment, March 21, 2013 5:33 AM
(sorry for the weird sentence structures that dont make sense in places!)
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What Makes B2B Marketing Different from B2C (And Where Social Media Fits In)

What Makes B2B Marketing Different from B2C (And Where Social Media Fits In) | IMC for AUT |
Sarah Nicholls's insight:

I feel this article gives an excellent understanding of not only the differences between B2B and B2C marketing, but some great tools on how to market a company effectively through either relationship. Since we have been looking at B2C, this shows useful tips such as which social networking sites to particularly use, and which strategies and campaigns to focus on to achieve optimum results.

ashley stanley's comment, May 8, 2013 2:55 AM
I agree with your point. Better understanding your consumers will enable companies to make decisions based around their needs which will hopefully influence their behaviour favourably towards a company
Eden Weaver's comment, May 8, 2013 11:58 PM
Understanding customers in the B2C market allows marketers to create strong relationships with their consumers. I like how the article gave ideas and tips and details the importance of social media in the B2C market.
Luke Mariner's comment, May 9, 2013 8:01 AM
I completely agree with Sarah, this article discusses the differences between B2B and B2C marketing quite well. Ensuring that an organisation understands their customers allows the organisation to know their customers needs and can therefore market towards them more appropriately and build strong customer loyalty. Social media is extremely important for organisations and I believe that ensuring that social media strategies are in place will contribute quite well to the business, as 92% of companies believe social media is important.
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Awesome Ideas How To Use Visuals In Your Social Media Marketing

Awesome Ideas How To Use Visuals In Your Social Media Marketing | IMC for AUT |
Visuals in your social media marketing = major exposure, more shares, more likes and better recognition. It is a well know fact people prefer seeing pics, rather than long posts, no matter how cool those posts are.
Sarah Nicholls's insight:

Quite basic, but in a good way. This gives good links to sites that can help with the creation of some of these graphics, and it is definitely true that pictures make a site much more interesting and user friendly, especially if the target market is for the younger generation/teenagers

Eden Weaver's comment, April 7, 2013 7:38 PM
I think that this article makes a good point about having pictures rather than long posts on social media. A picture is straight to the point. Giving consumers the chance to share photos is a good way to get them involved with the brand.
ashley stanley's comment, April 8, 2013 11:50 PM
Could you please clarify the relevance this article has to IMC? Im a little confused which theme/week this article supports? On a side note, I think visuals can assist in grabbing consumers attention but what do you think can be done afterwards to fully engage them into a companys brand/products?
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Know Your 4 Ps to Integrate Traditional and Social Media Marketing

Know Your 4 Ps to Integrate Traditional and Social Media Marketing | IMC for AUT | founder and Young Entrepreneur Council member Kimberly E. Stone offers 3 tips to help you integrate traditional and social media marketing techniques.

Sarah Nicholls's insight:

I think what I liked best about this was this comment: "The online presence should act as an extension to existing marketing messages, not the end-all be-all of modern marketing." I feel like a lot of the other articles I've found talk about social media being the next big thing and trying to have it so it takes the place of a lot of other marketing strategies, when really IMC is about making sure every marketing strategy works together and delivers the same message, not overruling others with the 'latest trends'. She make some great points about traditional advertising too. 

Elizabeth Anne Dale's curator insight, August 20, 2013 5:34 AM

This article looks in to understanding that an integrated approach to marketing is important as it generates better results. The article demonstrates that you cannot soley rely on traditional media, nor on social media, that a combined approach works much better, and allows for marketing communications to be much stronger, have more effect, and allow the consumer to relate, and to have two way communications with a company. The author also talks about tailoring each marketing message, depending on what media you are using, and I think this is really important. If a company sounds too stiff and formal through a medium like facebook, it can be boring for their customers, making it impossible for them to relate with the company, as they simply sound like a corporate robot.

Hannah Joy Gaisford's comment, August 20, 2013 6:21 AM
A very interesting article I like Elizabeth's comment that if a company is too stiff and formal over facebook it can be boring and unrelatable for their customers. I definitely agree that companies should be personal and friendly over a social media platform especially one like facebook
Analay Malamala's comment, August 20, 2013 9:32 AM
I agree with Elizabeth's insight, communication is much stronger when there is a combined approach to communicating through different media channels. I also agree that tailoring each message depending on the media platform used is very important because I think that as a consumer, I would want to receive messages from my trusted brand that communicates to me in ways that I can understand and relate to, that creates an interest within me about my trusted brand and that it also asserts me of the identity that I have created for myself with the brand. Companies and brands do need to get personal because we as consumers enjoy it when the focus is on us and our voices are heard etc social media like facebook is an interaction platform, there's no time for boring and robotic forms of engagement. Great read though Elizabeth.
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The Marketer's Guide to Developing a Strong Brand Identity

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

Really love the mention of the SWOT analysis - a powerful tool in many different fields and works well when a business is trying to make a name for itself or work out its niche in the market. This article helps simplify a difficult and competitive process. 

Eden Weaver's comment, March 18, 2013 11:47 PM
I also like the idea of using SWOT analysis when defining your brand. Its a great starting point to identify what the brand is good at, what its not and what opportunities can be focussed on. I think this article is really helpful and clearly identifies the steps in developing a strong brand identity.
ashley stanley's comment, March 21, 2013 5:40 AM
I agree with Sarah in that this article provides a possible approach on what to do from scratch with creating a competitive brand and brand identity.