IMC S2 Milestone 1
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Rescooped by Emiliya Ravkina from IMC AND THE IMPORTANCE OF A BRAND!

How Customer Service on Social Media Helps Your Brand [Infographic]

How Customer Service on Social Media Helps Your Brand [Infographic] | IMC S2 Milestone 1 |
Last week Henriette wrote a blog post about the importance of connecting with your fans on a personal level when brands communicate on socia (RT @voziq: How Customer Service on Social Media Helps Your Brand [Infographic] | Mindjumpers

Via Marche Adams
Emiliya Ravkina's insight:

I think that brands on social media websites are very important in our days. If we looking at the statistics in the article above it is evident that consumers are more likely to share their opinion on social media sites with their friends or people they know. If a brand is also on social media sites it can use things such as feedback and complaints to the advantage of the brand. It is clear that people want responses and to be engaged with the brand. However I also believe that the brand should be smart in using the social media and the way company responses to feedbacks they receive. Having someone knowledgeable or experienced in brands on social media in charge or giving insight to allow the brand to maintain the image they want to portray.

Karlos's comment, March 21, 2013 5:09 AM
The social media platform has taken a forward hand at changing the way advertising, promotion, sales, complaints and interactions are done in today's age. Gen Y are a lot more social on their personal electronic devices and they are glued to their hands. If a company is to survive in today's competitive market, they will need to be very proactive in their online social network. Some companies are opening departments that are solely for just social media as they are a fulltime job alone. I know this from managing bars for the past decade, it can be very tiresome to be constantly updating a bars status and promotions when you are trying to work the bar at the same time.
Mez Raukawa Newton's comment, March 21, 2013 10:19 PM
Social media is beyond a major role in Marketing. As Emiliya mentioned, it keeps customers up to date.The social media is also changing very vast and dramatically, which tends to be the trend now days as customers are always looking new and more ways to connect with other people and brands. You could say that social media is forever changing to possibly suit and cater to us.
Alysse Woodward's comment, August 22, 2013 5:54 AM
I like how this is a visual take on social media. It shows the difference between social media on your brand vs your brand on social media.
It reflects the flow on effect social media has through consumer engaement. As social media plays a large role in todays world it is important to communicate a brands message through social media channels.
Communicating through social media means that consumers can always be informed, information is easily accessible, consumers can review information in their own time and pace and within an environment that is comfortable for them. For organisations social media can consistantly be updated to coinside with the product, price, place and promotions that are beneficial to a consumer.
Social media is a quick, easy and effective way to communicate, targets a wide audience and is one channel IMC can opperate through.
Scooped by Emiliya Ravkina!

Integrated Marketing: Communicating One Big Idea

Integrated Marketing: Communicating One Big Idea | IMC S2 Milestone 1 |

Integrated Marketing is about communicating one big idea across several media channels with one voice in order to reinforce the brand’s core message and create a greater and seamless experience for the consumer.


I recently stumbled upon this very explanatory and creative video by Baumann Ber Rivnay/Saatchi & Saatchi showing their take on integrated advertising. Here are some of the main points:

Today’s consumers are much more connected and involved as technology, the Internet and social media are a great part of the consumers’ lives. This changes the way we consume information, decide what to buy and experience brands.Today’s consumers lose interest very quickly as they are looking for something beyond the marketing message and ask themselves the question: “What’s in it for me?”Integrated advertising adds value lets consumers take part in an experience that they want to be involved in and share with their friends.The big idea has to integrate with media tools that link to each other and not just stand alone.


How do you succeed?

So how do you as brand ensure this experience? The key is consistency in your communication and coherence in your message. Brands often have a number of agencies working for them. It is therefore imperative to communicate brand activities and brand voice to all entities to make sure that communication across all channels is aligned and that every channel really serves the big idea.


Activate campaigns across all channels and make sure to communicate any brand activity to all agencies working for you to reinforce the impact of the message. E.g. your Social Media Agency should always be aware of any communications going on offline in order to activate the message across social platforms and create linkage between the on- and offline worlds. With today’s technological evolution, people encounter brand messages just as much online as in TV-spots and billboards. The agency should also be informed about both the overall strategy of the company and any changes in that strategy. Provide your Social Media Agency with visuals and information about your traditional advertising efforts and further develop those ideas to exclusive content for your social media presences to enhance the experience.


Analyse the effectiveness of each channel during and after a campaign and be attentive to what consumers want through monitoring and listening. Also, it is important to stay updated with the new innovative media tools – such as here on the Mindjumpers blog.


Basically, you need to ensure that all channels don’t work isolated but rather together as a unified force to strengthen the core message of your brand.

Emiliya Ravkina's insight:

Integrated marketing is very important in todays world, it helps companies to ensure that their message and core values are consitent and reliable. It makes easier for consumers to recall the brand.This article highlights that agencies must do a lot of research as to what the consumers are responding to on social media such as websites and their current marketing campaigns. It also highlights the importance of Integrated Marketing and how best to approach it.

May Elizbeth 's comment, August 22, 2013 6:05 AM
"Integrated Marketing is about communicating one big idea across several media channels with one voice in order to reinforce the brand’s core message and create a greater and seamless experience for the consumer" - simple and straightforward definition of IMC! very interesting article indeed Rachel!:)
Wenyu Liang's curator insight, May 4, 2014 7:22 PM

Not only communicate directly with customer is a kind of communication but also advertising, sending email are part of the offline communication with customers. By using IMC, business needs to expand their way of communication in order to build a steady relationship with customers. However, just because there are numerous ways to promote the brand, the idea the brand wants to delivery must be a consistent message. This article mentioned that the social media agency is able to communicate offline and different social media might enhance experience of the brand. However, brands need to innovate the media tools to attract more people. For example, coca-cola has advertising everywhere, like billboard, TV, movies, even MV. And it delivery a single big idea- enjoy. Coca-cola has its own website and it offend held sports` competition or do promotion in the supermarket. Therefore, it affect me since i was a little and i keep receiving its message everyday.  IMC needs to be adopted by every business as it can emphasis the message of a brand and increase the opportunity that the brand communicate with people. Only a brand is well-know, the long-run value will be increased. 

Rescooped by Emiliya Ravkina from Consumer Engagement Joshm!

FNO: When Customer Engagement Engages the Wrong Crowd

FNO: When Customer Engagement Engages the Wrong Crowd | IMC S2 Milestone 1 |
Their experiences with FNO taught some Manhattan-based fashion brands and boutiques the importance of reassessing customer engagement strategies. (RT @OPENForum: What happens when your marketing plan engages the wrong crowd?

Via Josh Maunsell
Emiliya Ravkina's insight:

The article shows a clear example of wrong customer engagement strategy. Probably FNO send the wrong brand message to their target audience and to avoid attracting a "rowdy" crowd FNO needed to do more research of their target market. Otherwise those king of situations can build negative reputation toward the brand.

Josh Maunsell's curator insight, May 10, 2013 7:13 AM

haha well they should have thought about thier engagement strategy before the fashion show. Maby by not offering free booze; could have fixed the issue of having a rowdy crowd. 

Manyang Manyang's comment, May 11, 2013 1:58 AM
This is what can happen for marketers using wrong customer engagement strategy. This is not a good thing for the brand.
Alysse Woodward's comment, August 20, 2013 1:05 AM
This article appealed to me as all the previous articles I have read are about how to engage a customer and this shows a clear example about how customer engagement went wrong.
To begin with marketing to the wrong target market is the first mistake. Obviously not enough research had been done into the target market and therefore leading to disaster. Promoting free booze obviously appealed to the rowdy crowd that showed up creating havoc. The targeted audience should have been more tightly selected and means to market to this audience should have been directed only to this audience. This website looks at 4 simple steps to improve consumer engagement. The 4 steps they focus on are:
1. Start Early
2. Segment your audience
3. Consider timing
4. Leverage mobile.
Maybe next time New York City’s Fashion’s Night Out is considering marketing an event a good idea would be to look at these 4 simple steps.
Rescooped by Emiliya Ravkina from AUT IMC!

Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | IMC S2 Milestone 1 |
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.

Via Perry Xing
Emiliya Ravkina's insight:

Article above is presenting 5 steps to develop an effective marketing communication mix. When company identifies their target audience it is extremely important for the company to select the correct communication techniques to reach the audience. Marketers must know well their target audience to make a decisions regarding  the content, design and the structure of the message they send to customer. The message this article is trying to deliver is that marketers must identify who are the potential customers for this product or service and what are the channels or sources of marketing communication they should use to effectively employ the marketing communication mix.

Perry Xing's comment, May 9, 2013 5:18 AM
How to create communication mix is crucial, we got plenty of communication tools and the numbers are increasing. Therefore, to know the most active communication channel and what communication channels that consumers want to be exposed are important when marketers select communication channels. Moreover, understanding how the strategy is formed is crucial too. It can help marketers to determine what message to encode and where to launch.
Peggy Yao's comment, August 19, 2013 10:03 PM
integrated marketing communication are not only looking efficiency but also an effective communication. This article has suggested five steps to develop effective marketing communication mix.
- target the right segmentation
understand our target consumer behavior, break down the segment into small group and being more specific

- find out the core value of the message
a consistency message is essential for a marketing communication avoid consumer message confusion. For example, McDonald's core value is to delivery happiness toward every segment, so that every promotion
that has been used in McDonald is emphasizing and expressing happy time, happy meal happy family and happy memories.

-Identify your apertures,
A right place to begin to communicate with the target audience. we can see lots of car advertising in business magazine or cosmetic advertising in woman's magazine. This
because marketer want to make every promotion activities reach the maximum effectiveness.

-plan it !
After marketer analysis market situation, we have to set up company objectives so that company can have a coherence vision and value.

-identify our tactic
aligning our strategy, eliminate the gap between different departments. see a company as a whole picture working toward the same goal.
Alysse Woodward's comment, August 20, 2013 12:30 AM
The phrase two heads are better than one is a good saying that can also reflect IMC. IMC: the integration of marketing channels, meaning two channels are better than one. The more variety a marketing strategy uses the more likely it will be accepted and may appeal to more than one particular audience, Here this articles briefly explains 5 steps in developing an effective marketing communications mix.
Using a mix of communications will create a consistent message and help build brand equity. By using these different channel customers may become more engaged.
For new organisations these are easy steps to following in the path to creating an effective marketing strategy. By following these steps the organisation will:
1. Identify their target market.
2. Create key messages or points – here a vision and mission statement from the company would be appropriate.
3. Identify opportunities that will reach the target market.
4. Create a marketing plan.
5. Create tactics by aligning strategies and opportunities.
Rescooped by Emiliya Ravkina from Celebrity involvement in personal branding!

3 Ways Startups Can Turn Celebrity Endorsements Into Big Gains - Forbes

3 Ways Startups Can Turn Celebrity Endorsements Into Big Gains - Forbes | IMC S2 Milestone 1 |
A tweet might not be worth a thousand words to your startup anymore, but a celebrity endorsement still is -- assuming you know how to turn the opportunity into a strategic press advantage.

Via Stefano Pessina
Emiliya Ravkina's insight:

I agree with the main idea of this article that celebrity is key for any startup, by using the right celebrity for the brand, company can build brand equity, it also the best way to present your brand to the world and gain attention of potential customers. However I can't agree with author's opinion that even if the potential customers or users are not fans of the particular celebrity they would not be interested in the particular brand or product. For example, if company will choose a young celebrity for target age of 50, those customers won't be interested in the particular brand simply because they might not know the celebrity or interpret the massage this celebrity sending to them in incorrect way.

Stefano Pessina's curator insight, March 12, 2013 10:42 AM

an article in Forbes which states 3 key steps to ensuring celebrity endorsement for a brand can be beneficial for the company

Peggy Yao's comment, August 19, 2013 11:05 PM
celebrity endorsement is one of the most popular marketing strategy is the past years, however, the purpose of celebrity endorsement is to bring up the maximum effect on it brand's positive image and bring benefits into the company.
using celebrity as a company's represent image could be very effective to increase consumer engagement if we choice the right star.
Three suggestions has been advised
1 credibility, of course in order to gain consumer trust of the brand, the celebrity that is representing the brand is also very crucial.
2PR value , talk about the product, say about the story , create the topic to attract consumer engagement. spreading the message by using PR
3Brand awareness, celebrity apparel is always one of the hottest topic what they wear what they use where they go. it will be a great impact on brand awareness once celebrity is advertise the brand by it actions and behave.
Alysse Woodward's comment, August 20, 2013 12:48 AM
Connecting celebrities to an organisation/product/service is a way or marketing seen many a time. This way of marketing creates emotional attatchments for a consumer, if the consumer sees a celebrity using the product automatically the consumer will think the product is good. “If this product is good enough for a celebrity, this product is good enough for me” people may think.
For me personally, when I see goods endorsed through celebrities I think that their career must be lagging, and doing an advertisement is a bit on the side to keep the celebrity in the media. It does not make me want to go out and buy that product.
However the 3 steps that can turn celebrity endorsements into big gains:
1. Credibility
2. PR Value
3. Brand Awareness
I have to say I agree with what the article is getting at. Although some may have the same thoughts about celebrity endorsers as me, when you see someone famous doing this people are likely to communicate about this, creating brand awareness. “Did you see so and so endorsing that product?” some may say! Automatically that creates brand awareness for that product as you have just mentioned, the celebrity, the product and the brand.