IMC Milestone 2
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Rescooped by Parl Harrington from Creating an effective communication mix. Measuring results against objectives.!

William Oakley's Blog | Marketing Communication MIX of Dove ...

William Oakley's Blog | Marketing Communication MIX of Dove ... | IMC Milestone 2 |
Dove being brand has targeted to promote beauty which is real and authentic, not the beauty that can be deceiving. The most important part of Marketing Mix of the product has been its promotional strategy of the brand.

Via Huiqing Chen
Parl Harrington's insight:

I enjoyed reading this article, it was about a brand called Dove and how they’ve implemented on an effective marketing communication mix that led them to success. Dove’s message campaign was “campaign for real beauty”, this basically laid out the idea of beauty is not defined as thin models but women from all body shapes, all colours and all skin types. I think Dove came up with a very clever idea because in the society today many people tend to think that beauty is women who have a thinner body shape. This has caused a lot of females who aren’t thin to lose their self-confidence. Dove used this opportunity to turn it around; they came out differently in public and proved that you can be in any shapes, colour, have wrinkles, scars, being tall, short and still be beautiful. Real beauty is about being confident, accepting and embracing what you have! One of the advertisements I’ve seen from Dove is when they used a wide range of models to promote one of their body lotions. Those models were from all sizes, different skin colours, ages and skin types. They showed of their skin even with imperfections and still looked happy. I think a lot of this is really effective to women; it’s very sensitive of course it moved many hearts. This has shown us that Dove knew exactly who their target customers are and they chose the right and effective method to give out their strong message. 

Francesca Perry's comment, September 25, 2013 7:46 PM
I agree with what you have said here Parl. Dove is a very good example of effective marketing and how their IMC tools are used. they are consistent across all marketing communication from billboards to ad's and even the packaging they use is simple but classy and is somwthing a every day woman would want to use
Ruby Zhang's comment, September 25, 2013 10:44 PM
I agree, Dove used real woman in their campaigns, as their target audiences are teenagers and mothers, they understand that real woman could have more appear to their target customers as the customers could relate themselves to the real woman in the campaigns. that can make their customer feel if Dove could make the woman in the campaigns feel beautiful, then it could make them beautiful as well. It is a great communication strategy by really understanding their target customers.
Parambir Singh's comment, September 26, 2013 1:27 AM
Innovation and creation can be easily seen in the communication strategy. By showing different faces in their ads they address their target audience and spread an idea that their product is for women from all walks of life, weather teenager or middle age, their product is for everyone.
I stand with Parl’s insight that the company Dove has perfectly identified their target market and is using appropriate communication and marketing strategy.
Rescooped by Parl Harrington from Direct marketing and consumer engagement!

7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles

7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles | IMC Milestone 2 |
There are 7 reasons why your company should be using direct marketing to reach your audience and generate leads and you’ll find them in this article! (Learn about the benefits of direct marketing from this recent blog post on Consumer Engagement Now.

Via Amy Davidson, Peggy Yao
Parl Harrington's insight:

This is an interesting article explaining what direct marketing is and what it involves. Direct marketing is one of the most important tools that could make a difference to your business whether it’s a larger company or smaller organisation. It allows you to communicate effectively with your potential target customers.  When the competition is high in the market, it is important to be noticeable and able to promote your products using the right methods to ensure your message reaches your customers. The article provided important methods including direct mail marketing, direct response, mobile marketing, promotional letters, catalogs and personalized online advertising. These methods are beneficial to marketers because it allows you to focus on your target customer which will lead to better feedback results.  As you are able to communicate directly to your customers this will create a better connection between you and your customers which will lead to quicker sales and this method is more cost-effective than other types of market.

I think direct marketing is an important marketing tool that marketers should think about when creating a business because it helps promoting the business as well as engaging directly with the customers. 

Hendy Han's comment, September 26, 2013 9:05 PM
Great article Maggie. I agree with your insight. Direct marketing is one of the most effective on-going marketing tools that many successful company still using. The most utter advantage of using direct marketing is the chance to be physically and mentally presence for your potential or existing customers.
Holly Adams's comment, September 26, 2013 11:55 PM
@yuhang. great article choice here for describing the 7 benefits of direct marketing, helped me understand and think about how a company would particularly impart this. For example building personal connection is a great way to get feedback and therefore improve your business. An example of allowing this to happen would be to have you floor staff (the people talking with other people) understand the importance and bigger picture of their job. Many people at this level feel worthless to the company but they are actually one of the most importance as they built customer relationships and help build a perspective of the brand and it's name.
Shichi Zhong's curator insight, May 14, 2014 12:29 AM

The main 7 benefits are:

1. talk about your offers directly with the customers

2. experiment with new markets

3. Direct marketing is more cost-effective 

4. build personal connections

5. focus on specific groups

6. provide direct feedback

7. results are quantifiable


Those 7 benefits can be used for any direct marketing such as Direct Mail marketing and Direct Response Marketing.

Rescooped by Parl Harrington from Week 6; Creating an effective communication mix, Measuring results against objectives!

Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | IMC Milestone 2 |
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...

Via Jillian Hor Maelynn
Parl Harrington's insight:

The article concentrates on how to develop an effective marketing communication mix. Marketing mix is created from a combination of important factors such as advertising, sales promotion, public relations, direct marketing and interactive marketing. These factors will help marketers create their business strategies to gain more customers in the future. Though, they do not have to use all of it one or more is essential to take in consideration when creating a business. The article also provided four main aspects that relates to an effective marketing communication mix. These are target customer, communication channels, cost estimates and measuring.

For target customer, the article explained that you must know exactly who your target market is. These are the people who are most likely to be interested in buying your products.

Communication channels: after knowing your target customer, you must be able to find the most suitable and best possible way of communicating with them which can be done through many types of media. For example, if you’re selling an affordable cosmetic products and your target customers are female teen to young adult then you would most likely be advertising your product through teen magazines like Crème and Girlfriend. Social media networks such as Facebook and Youtube are also useful because a lot of females post up makeup tutorials and the products they use. You, as a cosmetic company can provide some makeup samples to these beauty gurus on Youtube, this is another way to advertise your products.

Cost estimates: when the communication methods have been selected, you will have to estimate how much in total will all that cost. If you have a small business and can’t afford to pay for the amount you’ve reached then try think of another substitute that will balance down the cost but still be almost as effective.

Measuring: this is to measure the result of your work, what you’ve done is worth it and every dollar is spent wisely. This can be done through customer feedbacks e.g. get them to fill in a respond card when shipping your product to them, call them up or email. 

Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Yunqi Zeng's comment, September 26, 2013 11:48 PM
communication is one of the key elements in marketing strategy therefore it is important to select the effective marketing communication tool.
Rescooped by Parl Harrington from Week 8 - Direct Marketing and Consumer Engagement!

Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community

Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community | IMC Milestone 2 |

Via Matilda Alisi
Parl Harrington's insight:

This article talks about how marketers can get too caught up using the new emerging technology as their marketing channels such as Facebook, Twitter, Linkedln, smartphones and tablets. These new technologies can be useful in order to help engaging with consumers however, it may not be the most suitable or effective method because a lot of marketers who uses this channels are just following the new trend. It’s like I will do what everyone else is doing because it’s everywhere, rather than concentrating on what are the most appropriate channels to use for my product. Furthermore, the article mentioned that the most preferred channel for promotion-based promotional messages is email with 77%, direct mail is 9%, text message is 5% and Facebook is only 4%. I found this to be quite surprising because I always thought that social media networks such as Facebook and Twitter would have been a much more preferred method for consumers and marketers to engage better. Daniel Burstein (director of editorial content of MECLABS) have also stated that sometimes in marketing we can get caught up with terminology, technology and specific channels but our consumers don’t think that way, what they care about is communicating with each other’s and finding the information they need. I strongly agree with this statement, overall the article’s main point is to concentrate on what your customers want not what’s “hot”. If we, as a marketer can figure out what’s the most appropriate marketing channels for our business, being able to supply our customers with what they want and need then a goal to reach a successful business is not too far way. 

Thapthim (Thim) Phithak's comment, September 26, 2013 10:35 PM
Hi Sean, even though the article shows that there are high statistical results in consumers preferring to get direct mails, i still think that its still important to have communication directly with their customers so that you can engage with them more better in my opinion because you can connect to them emotionally, and it also gives a better chance for the sales person to convince their customer to buy their product.
Melika Trott's curator insight, September 26, 2013 10:56 PM

Direct marketing seems to be the way to go these days, and the way to do this is through social media. This makes it easier to communicate with the target audience and taylor the product to them as individuals. This article contains nothing about emotional responses, the most powerful of the direct markeing stratigies, but does conatin alot of infomation about how trends affect marketing. It is important to give the customer what they want rather than the latest fad or trend at the time. There is the opportunity to make alot of money by going along with the latest trend or putting out products that conform to the latest craze. But these products however have a shelf life of usually less than 6 months, after which they are usually abandoned, forgotten on thrown away. What businesses need to distribute is something people will always need or want, things that they will keep comming back to buy again and again and will still be relevant in the long run. However social media is a very very recent development, will it turn out just to be another fad? Only time will tell.

German Grebenyuk's comment, September 26, 2013 11:04 PM
That's true Melika, going for hot trends can be a way to make some quick money, but it fails far more often than it succeeds. Identifying your target audience, establishing a strong relationship with them and responding to their demands is the best way of ensuring consistent profit and long-term success of your business.
Rescooped by Parl Harrington from Week 7; The power of ideas, integration across all media!

Bringing It All Together:  Four Examples of Integrated Marketing Campaigns

Bringing It All Together:  Four Examples of Integrated Marketing Campaigns | IMC Milestone 2 |

Via Jillian Hor Maelynn
Parl Harrington's insight:

 This article talks about some examples of successful IMC campaigns in United States which are Kraft foods, Popeyes, Dickies and Wheat thins. Each of them has the same look and feel online as they do offline.  The campaigns offer videos made for microsites that were repurposed for TV ads and online pre-rolls keeping the campaign message consistent among all the media outlets used for each campaign execution.

It is interesting to see that they’re all using the same method and yet they are from different markets (food and clothing). It is obvious that they’ve all shared the same ideas by using different types of media/social media to get their message or tag lines across to their target customers consistently. This is important as it keeps on repeating the message that the campaign wants to give out and customers can identify as soon as they see or hear the advertisements. In New Zealand, a campaign that I think I can use as an example is tourism New Zealand. Their tagline is “100% Pure New Zealand”, they use Facebook, Twitter, official website, information fliers, posters, videos which can be found on their website as well as on their Youtube channel.  

Ashleigh Nicol's comment, September 26, 2013 10:15 PM
I like this article, it depicts four large companies and how they have integrated their different marketing functions to create a successful, well known brand. The consistent ideas and message make it easier for the consumer to relate to the brand and recognize the brands.
Klaudia Lewis's comment, September 26, 2013 11:38 PM
This article draws attention to four major brands who have had successful marketing campaigns. After reading this article I discovered three out of four of these brands have one thing in common, they utilize and employ T.V commercials as a means of advertising. Even though these brands are all different they each convey consistent messages that are clear, which is vital in integrated marketing communications.
Reece Gorinski's curator insight, May 7, 2014 4:39 PM

The article gives the good point of how IMC integrated campaigns are doing very well in many ways. Brands have effectively achieved customer appeal with advertisements reaching from TV ads to social media and offline methods such as newspapers and magazine articles. These methods are very effective as they all portray the same message within all of the advertisements. If these were different consumers would get lost and have mixed emotions on the brand.