IMC research by Ellie (1) - IMC, Brands and the new media partenership
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Rescooped by Ellie Xun from Body Language!

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 research by Ellie (1) - IMC, Brands and the new media partenership |
Learn how to integrate all of your company's marketing channels and seamlessly present a unified message to customers.

Via Érica Ariano
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 Ellie Xun from Intergrated Marketing Communications!

Branding and Social Media Statistics

Branding and Social Media Statistics | IMC research by Ellie (1) - IMC, Brands and the new media partenership |

How Branding Works In The Social Media Age With more than 100 million active users on Twitter and 800 million+ on Facebook, stunning growth rates of other major social networks, it’s already a part of daily life and culture around the globe.


For the brands it’s important to know and understand how their fans, followers and prospects interact and engage with them in the vasts space of social media.


It’s not only about listening to the fans and timing but also about understanding the interaction that leverages the potential of the platforms and turns prospects into loyal fans and later into customers and brand advocates.


To get a better idea of how US consumers interact with brands in the social media space, AYTM conducted DIY market research and the most important highlights of their discoveries are encapsulated in this infographic.

Via Lorraine Yeung
Finau Tuipulotu's comment, March 21, 2013 3:49 AM
This is another great post Ciaran. One of the studies i read shows that recent studies proved that facebook users is slowly declining due to changes in timeline format and users find it difficult to communicate with their suppliers. But after reading this article everything makes more sense now. I think it really depends on how you market your products and targeting the right market too
Richard Ott's comment, April 4, 2013 6:21 PM
I think the possibilities of social media are endless. It is hugely popular and a great return on investment from advertising spend. But companies need to be aware of target markets. Research is cruicial in determining customer segments and preferences on which types of social media. For example with an ageing population is social media the best way to currently attract that market? As consumers become better educated with technology this trend will change...but how do you engage with older people today who are not yet familiar with this medium of communication? Many businesses, such as retirement village operators (a huge and growing industry) will have to wait a generation before social media can take affect in their market environment! Also another issue with social media and brand equity is that you lack the ability to control it. This could mean the message could be diluted or distorted and any negatives associations developed by social media could damage a brand.
Anna-Gabriella's curator insight, April 27, 2014 9:05 PM

Brands and businesses are realising the importance of using interactive marketing communication strategies, to advertise and market their brands or services through social media streams such as twitter, Facebook and even instagram. 
This article examines the percentage of consumers on social media streams to identify the most efficient way of gaining consumer awareness. 

The results showed that there was a 36% difference in the amount of Facebook users to twitter users and Facebook users were also more engaged as well as networking opportunities being greatly larger. This evidence makes it easier for businesses and brands to advertise and market themselves effectively using asocial media streams. In this case, Facebook seems to be the most ideal option.

Through this survey they were able to see that consumers positively reacted and approached a brand the most when coupons or discounts were advertised.


Social media is a cost efficient and effective way of advertising a brand, service or business. Finding out what reaches their consumers better through surveys like this one is imperial to effective integrated marketing communications.

Rescooped by Ellie Xun from Brands and Brand Management - Integrated Marketing Communication!

The On-Going Importance Of Your Brand - Forbes

The On-Going Importance Of Your Brand - Forbes | IMC research by Ellie (1) - IMC, Brands and the new media partenership |
Many financial services firms remain conservative in their corporate spending, particular on marketing, even as the markets have improved this year, and for many, revenues are once again on the rise as part of their continuing post-financial crisis...

Via Paras Chadha
Ellie Xun's insight:

I recommend this article because its shows the importance of the brand in business markets in a few words, the authors point out that people will more focus on the integrity of a firm than before, and brands is a good symbol of reputation,rather than this firm founded how long and how its effectiveness. When during the financial crisis, banks and other  financial institutions will pay more attation to the integrity when lending too.

Ali White's comment, March 21, 2013 7:13 AM
Good article, I agree partly with what is said here and accept that a shoe brand for example that has a reputation for being durable is a positive but if tastes change and style change no matter how strong the brand image of durablity and hard wearing is people don't want ugly shoes. For example, Nike have been heavily criticised for their unethical approach (utilising sweatshops) and their questionable sponsorship continuation with Tiger Woods yet they are the 83 largest company in the world (cording to Forbes). So does brand image really effect financial results? I think yes and I also think Nike is an exception to the rule and I think that with a good brand image it can only improve the likelihood of financial success.
Liz Kang's comment, March 21, 2013 6:28 PM
Good article about brand in IMC. I like how it talks about promoting your product and also messaging and how you should have an advertising budget. A relatively short article about brand but still relevant. How does this relate to IMC?
Reuben Bisley's comment, March 21, 2013 8:10 PM
An important reminder to take care of your brand. Peoples perceptions of brands are incredibly influential on consumer behavior after all.
Scooped by Ellie Xun!

Coke's Facebook expert on how to build a "social" brand

Coke's Facebook expert on how to build a "social" brand | IMC research by Ellie (1) - IMC, Brands and the new media partenership |

Humanize your brand, Coke marketer says


In social media, Coke is it. Coca-Cola is the biggest consumer brand on Facebook (FB). At the Fortune Most Powerful Women Summit earlier this month, I interviewed Wendy Clark, SVP of Integrated Marketing Communications and Capabilities at Coca-Cola (KO). The day before we hit the stage, Clark sent me an email to share her ideas. That email, which she wrote on the plane on her way to southern California, was so helpful and so smart that yesterday, after Coke reported its quarterly earnings, I pinged her to ask if she would let me share it with you. She graciously agreed.


So here are Wendy Clark's seven rules for building a mega-brand in social media.

Ellie Xun's insight:

I read this article in Liz's and I think, this really a good article, as Liz said this article have some negative  opimion, but a good one to told us how to bulid a "social brands" which could related to another article I scooped about brands. By the way, one of my scooped article is talked about the important of social media for IMC.I suggest people read them together.

Sophie Batten's curator insight, August 22, 2013 12:54 AM

This article explains how to create a successful social brand. Lots of companies use facebook but not all of them are as successful as Coke's page. This article states that social is the key, make it so everyone is able to share everything on the site, allowing them to interact and listen to what people have to say, these are just a few of the many tips the article states. although these seem simple and obvious they are not and its helpful to have a general idea on what works and what doesn't T

hese are all great and unkonwn tips on how to building a social brand.

Teagan Adams's comment, August 22, 2013 1:37 AM
Making the websites interactive like Sophie says is a very good way to get customers and potential customers engaged with the site and spend more time looking at products.
Analay Malamala's comment, August 22, 2013 4:18 AM
in response to Sophie's insights, I think that coke has got a lot of competitive advantage because it's a brand that's been around for years, it is also a social brand and it's clearly delivered through its marketing campaigns and like this article depicts, even through facebook. I think that these tips are common sense if brands want to jump on facebook, these are valuable tips for brands to understand what consumers want to see, especially on facebook. I like all seven of the tips but the one that really attracts my eye is point six We might be shepherds, stewards and guardians of our brands, but we no longer control them. At best, we get to participate and co-create with our fans. I'd estimate that 10-20% of the content and conversation on our brands comes from us. The other 80%+ comes from others. I think the article shows how coke creates content either visual or verbal content that attracts their consumers and gets results. Great Read! good insights
Rescooped by Ellie Xun from What is IMC?!

Integrated Marketing Communications - Meaning and its Components

Integrated Marketing Communications - Meaning and its Components | IMC research by Ellie (1) - IMC, Brands and the new media partenership |
Integrated Marketing Communication (IMC) refers to integrating all the methods of brand promotion. Lets discuss the various components of integrated marketing communication in detail.

Via Hannah Merceanu
Ellie Xun's insight:

This article is a good simple for people to underestand what is IMC and the concepts of IMC,however, this article is only foucsed on the customers need ( "promote a particular product or service effectively among end-users.‘) But auctually, in this paper, its metioned that “ In integrated marketing communication, all aspects of marketing communication work together for increased sales and maximum cost effectiveness". which means a firm nor only need satisfied the customer's need, but also need improve themselves brands awareness and enterprose culture.

Liwei Zhou's comment, April 5, 2013 6:12 AM
This article just generally introduce what components brand communication and IMC have.Actually, we need further information to discuss what they mean to us. For example, in my point of view, "the fundation stage" probably is the most important among the process of IMC. demand and supply are the two key elements within the word "market" anyway, author need more information to support his or her statemnt.
Jieyi Situ's comment, April 9, 2013 6:45 PM
Very good and easy understand article. It provides a very clear idea that what Integrated Marketing Communication is. It's about branding promotion and promote products among target markets. And the article covers seven components of IMC that are very good for our learning.
Autumn Valido's curator insight, March 17, 2014 12:34 AM

This is very helpful to understand what Integrated Marketing Communications exactly is and the perfect sentence to describe it is said as "integrating all the methods of brand promotion to promote a particular product or service among target customers". 

This article discusses 7 specific  components of IMC for marketers to focus on especially promoting a product or service effectively to create better brand awareness to customers, increase sales and create a longer lasting relationship with customers and lastly . 

Scooped by Ellie Xun!

Marcomms agencies struggle to evolve service and non-service revenue strategies

Marcomms agencies struggle to evolve service and non-service revenue strategies | IMC research by Ellie (1) - IMC, Brands and the new media partenership |
Marcomms agencies are struggling to develop new fee-for-service and non-service revenue strategies in a considered rather than reactionary fashion as they evolve to stay relevant, a report found.
Ellie Xun's insight:

The barries during transition of  traditional marcomms (marketing communications) to new style alos proved the new generation of marcomms partenerships, people now living in a digital age,and the digital strategy means wider and bigger opportunity. Just like me, I will shopping online, check the comments befor I buy something, and post my feeling of new stuff. how to use those data and resources (review website) to expand to new market is big challenge, however, as the end of this article,"“Success depends on having formal management procedures in place, and focusing on quality assurance, data analysis and financial management. Agency principals should exploit digital opportunities as part of a well-considered strategy, and balance creativity with the practicalities of running a business.”

Liz Kang's comment, March 21, 2013 6:48 PM
Interesting article about marcomms agencies struggling. This week's lecture talked about agencies so very relevant. It would be interesting to see how this relates to IMC.