IMC Milestone-2
11 views | +0 today
Your new post is loading...
Your new post is loading...
Rescooped by Renee Huang from Creating an effective communication mix. Measuring results against objectives.!

What's the best marketing communications mix for my brand ...

What's the best marketing communications mix for my brand ... | IMC Milestone-2 |
Choosing the right marketing communications mix for optimal impact is more important than ever. With less and less time – and budgets that need to stretch to do more – marketers are finding it increasingly difficult to keep up with constantly ...

Via Huiqing Chen
Renee Huang's insight:

This is an interesting article that descried how you can use the best marketing communication mix strategy for your brand success. As the article showed, technology has certainly allowed us to become more efficient, sound decision making in choosing the right things in the first place still remain.

There are five factors that showed how the marketers can deal with the company brand through those five factors. The first one is No such thing as one-size-fits-all. Through this point, the marketers should always remain self and trust self- inbound is not only correct way to market product. but a strong strategy implemented well will move good products and services forward. The second is Use Media that your audience uses, which means the markets should go where your audiences are. Therefore, for different consumers the marketers have to use different media way for attract consumers. The third factor is use what makes sense for your product which means the nature of product and services themselves should be taken into account. In addition make sense of your product means is let your consumers easy to know your product. the last is be encouraged, there is none of these factors stand alone and some will be more important than others. And no matter what strategies and tactics you end up using, good execution makes the real differences. 

Anna Shen's comment, September 26, 2013 10:43 AM
Hey Chontelle, you have pointed out some good and interesting points regarding this article. I agree that it is a key factor for marketers to understand not everyone is the same, therefore by tailoring is needed to target different types of consumers in the market. I also agree with your example that you have provided, where 50 years olds lack in the area of using social media to connect with companies. Lastly I agree that going back to basics is a great starting base to build an effective communication mix from.
Vic Methven's comment, September 26, 2013 10:15 PM
Hey Chontelle, I agree with the points you have summarised in this article especially marketers needing to understand that consumers will not all think and act the same as each other, therefore it is a key factor to make sure marketers fulfil the needs of their entire target audience and not just one segment of consumers. I also agree that an effective communication mix has to be planned to perfection with correct execution.
Sheenal Prakash's comment, September 26, 2013 11:07 PM
When launching a new product companies need to focus on the marketing mix and look at the different marketing communications of the company and determine which of the would be most effective to getting the message across to the target audience. You must determine which marketing communications are actually active in the social groups and are common among the targeted demographics to see what mix of these communications will likely be able to give you the best return on investments
Scooped by Renee Huang!

WEEK-8-The Role of Direct Mail in the Modern Marketing Mix

WEEK-8-The Role of Direct Mail in the Modern Marketing Mix | IMC Milestone-2 |
Renee Huang's insight:

Direct marketing means that the manufacturer or retailer, not through shops and other retail locations, products are sold directly to consumers, so that access to zero-order or a hierarchical order, reduce intermediate costs, lower prices for consumers, but also to create their own larger profits. Direct Marketing Direct advertising and marketing is not just one way, it is also the integrated use of a variety of relatively complete set of marketing mix marketing concept: a. Direct marketing goal is to "target group"; 2. Direct marketing is the key to "define", segmentation "target group"; 3. Direct marketing is characterized by "a direct relationship with one exhibition," that is one of the direct communication.

For this article that talked about the direct email is still considered relevant is because that mail creates greater emotional resonance than other channels and also in UK, 83% of direct mail is opened in comparison to average email open rates of 11%.  Furthermore, the physicality of direct mail still have huge benefit to the markets. 

Emily Gavigan's comment, September 26, 2013 11:09 PM
Great article Danielle, like you say bombarding people with flyers in their letter boxes won't create a response from consumers but setting in place a strategic marketing strategy to work out how they can effectively target their customers, will have much more of a positive response. A marketing strategy is essential in using direct marketing as a communication tool because without it the effectiveness of the campaign is lost.
Maggie Zhang's curator insight, September 27, 2013 12:08 AM

As today, more and more companies start to realize the importance of the direct marketing. Direct mail, as one of the most important tools for direct marketing, still plays a big role communicating with the customers. The research showed that 83 percent of direct mail is opened in comparison to average email open rates of 11 percent in UK and 44 percent of consumers have visited store, purchased or enquired the product after received the direct mails from the company. The research tells us even nowadays more and more companies chose using direct email instead of direct mail, sending mail is still an important tool to reach certain consumers. 

Rachel Chen's curator insight, October 3, 2014 12:00 AM

Direct mail marketing is seen as a dieing source. Within todays modern technological society, social media, email, internet etc. is seen to be such a better and more advance way to market a company or product that it has left many wondering if there is a future for mail marketing. Response is carefully measured in an attempt to take the waste out of marketing and should be part of your long-term strategy. Activity through virtually any media can be classed as direct marketing.

Rescooped by Renee Huang from Week 6 - Creating an effective communication mix : Measuring results against objectives!

What Is the Marketing Communications Mix?

What Is the Marketing Communications Mix? | IMC Milestone-2 |
The marketing communications mix is the strategies used to advertise a business or a product line. It focuses on four main...

Via Matilda Alisi
Renee Huang's insight:

This article clearly descried what is the communication mix 

This is a marketing communication plan idea that in the plan for different forms of communication, such as general advertising, direct response advertising, sales promotion, public relations and other strategic position to make estimates and through the scattered information to be integrated and combine the above form, so as to achieve a clear and consistent and the maximum degree of communication. This communication can bring more information and better sales results, it can improve the company at the right time and place to provide the appropriate information to the appropriate customer's ability. One study showed that a large consumer products company in the United States in upper management and marketing staff, 70% appreciation of the integrated marketing communications concept that is one way to improve the dissemination of results.


I think as a sales person who every day have to communicate with different people in general are divided into two categories, namely the company's internal communication and external communication enterprises. Internal communication within the enterprise refers to the transmission of information between staff; corporate external communication refers to the sales staff and outside the enterprise transmission of information between. Sales staff and customer communication is the bridge and link between foreign enterprises; external customers, "search engine." Therefore, to establish a good and effective external communication will help improve our business execution; help improve customer satisfaction; conducive to sustainable development market. 

Hendy Han's comment, September 26, 2013 7:13 PM
Great job in finding this article Levi. It helps me understand the basic for marketing communication mix. It is a very educational article. This article give readers a much better understanding for the foundation of doing an actionable marketing efforts. Great job.
Hendy Han's comment, September 26, 2013 7:13 PM
Great job in finding this article Levi. It helps me understand the basic for marketing communication mix. It is a very educational article. This article give readers a much better understanding for the foundation of doing an actionable marketing efforts. Great job.
Hendy Han's comment, September 26, 2013 7:13 PM
Great job in finding this article Levi. It helps me understand the basic for marketing communication mix. It is a very educational article. This article give readers a much better understanding for the foundation of doing an actionable marketing efforts. Great job.
Rescooped by Renee Huang from program planning, objectives, budgets, measuring success!

WEEK-8Direct Marketers: Target What your Customers Want, Not What's “Hot ...

WEEK-8Direct Marketers: Target What your Customers Want, Not What's “Hot ... | IMC Milestone-2 |
From the Forbes study, “This data underscores the very real differences in how marketers and consumers define and value various types of brand engagement. Engagement in and of itself has changed in recent years, ...

Via Wu Meng
Renee Huang's insight:

For marketers the most important things is understanding and great engaging with consumers. As the article title target the consumers wants and needs.  In my opinion the customers want to be taken seriouslyThis is not only refers to "courtesy", "service with a smile." Customers want to be seriously, seriously and want to listen carefully to their needs and provide them with detailed information and correctly answer questions.Customers want to be "special" Customers do not want to hear "no", which is when the requirements cannot be met, he hopes someone can make some special arrangements for him to meet his needs. Many times, when we use "requirement" to reject the customer, everyone knows, this may lose a customer, he would go to meet his needs of enterprises. But if we meet his seemingly "irrational" requirements, he will have a good impression on us, and tends to affect his gratitude to his friends and family, good word of mouth reputation. Even if the final result did not as he wished, as long as seeing your efforts, you got him a long-term trust. So the marketers should focus on understanding the consumers. 

Huiqing Chen's comment, September 25, 2013 1:01 AM
Very true. Many marketers may get confused and try to use the hottest stuff to promote their products, but usually consumer just want to get what they need. Getting involved with the hottest thing may be a waste of time as well as money.
Wu Meng's comment, September 25, 2013 6:55 PM
good points, as I choose the same article as well. I can relate to social media, such as mail, Facebook, twitter, TV or other media. . Direct marketing is a big topic connects with many details. Such as “target what your customers want, not what is hot”, and other one is specific channels.
Renee Huang's comment, September 25, 2013 8:09 PM
I scooped this article also, in today society there are so many new products have been created every day. However, are there really necessary for every consumers what the firms produced?? Thus, this article had been tell us the direct marketers should focus on and get to know what is the main target really want from the firms and what kinds of product are consumers are really need. In addition , there are many ways can touch in with consumers such as facebook, twitter, linkedle etc, those media combination that have given marketers the ability to connect with huge numbers of consumers. However, consumers sometimes getting confuse because there are so much information come through, that is the reason consumers always ask their friend feedback and comments about the product.
Rescooped by Renee Huang from Week 7 - The Power of Ideas, integration across all media!

WEEK-7.New Media Knowledge - The power of integration

WEEK-7.New Media Knowledge - The power of integration | IMC Milestone-2 |
New Media Knowledge (NMK) is a learning and business information resource for digital interactive media in the UK

Via Matilda Alisi
Renee Huang's insight:

This article explains how powerful the integration is. For more understanding  what the integrated is that Integrated marketing is built in to new media, digital media, mobile and other new media, new media integrated marketing. Media integrated online marketing, is in-depth study of Internet resources, familiar with online marketing methods, based on the actual situation of the enterprise, according to the different advantages and disadvantages of online marketing products pros and cons of integrating multiple online marketing methods, and provide Internet marketing solution. Integration of network marketing also known as network integrated marketing, integrated online marketing, integrated online marketing. Simply to say, the integration of network marketing is the integration of a variety of network marketing methods, and customer demand for more than equipped to provide customers with the best network marketing methods. But in nowadays, the consumers not only trust the ad anymore, that also highly trust the information form friends or other people’s opinion. 

Matilda Alisi's comment, September 26, 2013 8:44 AM
jessie shi - i too scooped this article, it is interesting to read aye. Consumers nowadays rely heavily on word of mouth and will trust their friends opinion over a brands advertisement .I agree with this as i also ask my friends who have the products i want before purchasing it . Good article
Tegan Gutry's comment, September 26, 2013 4:35 PM
I used this article as well and yes i agree 100% about word of mouth advertising, as i myself do trust what my peers say and i do like to now research into my prospective purchases before making the initial buy.
Matt West's comment, September 26, 2013 5:14 PM
@Thomas, I too agree that the layout of the article's marketing stages was well laid out. I found the article really easy to understand and the concepts were communicated clearly.