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Scooped by Kelly Alexander!

Connecting Mobile to the Marketing Mix

Connecting Mobile to the Marketing Mix | IMC Week 5 onwards |
Kelly Alexander's insight:

Mobiles are part of many consumers everyday life and therefore need to be considered in the marketing mix. There is a significant increase in the use of internet on mobiles which will become important for marketers to ensure they use this opportunity to continue to drive brand loyalty and business value to their consumers. The important aspect is to ensure the consumers are not spammed like they were with email as it will reduce the relevance of mobile marketing. Mobile marketing will add another aspect to company's marketing mix, although the marketers need to establish the best way to do this in order for it to be successful.


Ravneel Chandra's comment, May 8, 2013 7:01 AM
Mobiles have become essential in everyday life. Smartphones have had a much faster diffusion rate than the internet itself, although you can argue that internet and smartphones interlink. People are constantly on the go and search and look up things on their mobiles rather than computers now. Utilizing mobiles in the marketing communications integration is important and to make sure that spam is not an issue as it was for emails. No annoying pop up ads, which drives consumers mad. Finding the correct way is important to a marketing mix.
Riley Grant's comment, May 8, 2013 4:57 PM
I like the authors suggestion for marketers to give consumer some control over mobile promotions. As she mentioned, in the past, with online mediums like e-mail, consumers have been bombarded which collectively lead e-mail marketing to be less efficient. As more laptops are being replaced by mobile internet users, it is imperative that marketers understand how to incorporate mobile into their mix without irritating the consumer.
Sophie Frakes's comment, May 9, 2013 11:06 PM
I love reading articles about integrating mobile into the communication mix. It seems that there are so many unrealized possibilities with this channel. As online marketing communications continue to develop it seems that mobile communications are lagging behind even though research continues to indicate that consumers are using their mobiles more and more and traditional computers less. I think Riley highlighted an important point from the article that marketers need to not bombard consumers and that a targeted approach would be needed in order to get positive consumer engagment
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You don’t need a remote control to select these channels. | KPS3 Marketing

You don’t need a remote control to select these channels. | KPS3 Marketing | IMC Week 5 onwards |
Kelly Alexander's insight:

The article not only states the importance of IMC channel planning but also the fact that it isn't an easy task.


There are many different channels  which can be used to reach your target audience, including direct sales, public relations, paid advertising placement, e-mail marketing, web-based marketing, and the growing world of social media such as Facebook, LInkedIn or blogging.


The assumption that one channel which previously worked will continue to be successful in reaching the right audience in the right way at the right time, with the right frequency


The author states that choosing and allocating the right mix of possible channels is the crux of a great IMC plan and approach.


An important aspect is that many of the channels require a specific skill set, technical abilities, or a more in-depth and well-studied understanding.   Or, they require a set of relationships you need to be able to do them effectively. This is what makes channel planning difficult to implement well.


Channel planning requires specific skills, education, a strategic mindset, technical expertise, and must ensure a clear understanding of the target audiences and how they think, act and buy.


Channel planning is all about understanding the emotions of your target markets, and removing your own emotions from the channel choices you make in order for your strategy to best portray your message to your specific target audience.


I believe if a company is able to successfully implement their IMC strategy through the right channels this will have an extremely positive effect for them.

Riley Grant's comment, May 8, 2013 5:41 PM
In class we always learn that its important to choose the right channels, but never talked about how to choose and what to consider. I like that this article offers some advice. She explains that ample research needs to be done before choosing, and if a company does not have all the resources needed, they should outsource. In addition, when choosing who to outsource with, the author outlines useful questions to ask the agency before making a commitment.
Sophie Frakes's comment, May 9, 2013 10:58 PM
I agree Riley. I wonder how many companies are really utilizing the right channels as opposed to the ones they believe they should be using because as the author said they are stuck in their comfort zone or because that's what their competitors appear to be using or just jumping on the bandwagon with channels such as Facebook - which as stated in the article can take quite a lot of human hours even though the cost of investment is low.
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SRJ Marketing Communications - Steve's Blog - The Importance of Communication and Marketing Objectives

SRJ Marketing Communications - Steve's Blog - The Importance of Communication and Marketing Objectives | IMC Week 5 onwards |
Convincing customers and prospects that your brand should be their go-to product or service will ...
Kelly Alexander's insight:

The author states that Communication Objectives focus on measuring the attitude consumers have towards a brand and its credibility whereas Marketing Objectives measures the behaviour of your customers.

Communication looks at the customers view of the company and marketing looks at the consumer interaction with the company.

I find the article really interesting as I didn't look at the cause and effect relationship the two objectives have. The communication builds positive customer attitude which leads to marketing increasing the rate of purchases or information requests. Although communication objectives are not always measureable they impact the marketing objectives.

Sophie Frakes's comment, April 9, 2013 2:19 AM
I found this article really helpful to clarify the difference between the two types of objectives. I believe they do go hand in hand and that you can't expect to meet your sales and marketing goals if you haven't placed down a strong foundation (which would come from your communication objectives). As stated in the article the communication objectives results are not as easily identifiable but will be crucial in the long run for the business remaining successful. Even with a huge budget and aggressive marketing strategy a brand can not sustain profitability and success without building strong relationships with its consumers and creating a unique and special brand image that consumers identify with. I love the term cause and effect relationship because I really believe that achieving your communication objectives ultimately leads to achieving your marketing objectives.
Riley Grant's comment, April 9, 2013 6:53 AM
I agree that this article was helpful in clarifying the difference between the two types of objectives. I also agree with the author that communication objectives are just as important as marketing objectives. Communication objective are designed to shape attitudes toward a brand. No matter how much awareness ads may yield, if consumers do not have a positive attitude or liking toward a brand, the communications effect pyramid shows that trial/use will not occur. Clearly, communication objectives are important.
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Do Marketers Know What They Want From Social Media?

Do Marketers Know What They Want From Social Media? | IMC Week 5 onwards |
Social media spending as a percentage of marketing budgets will more than double over the next five years according to new results from The CMO Survey.
Kelly Alexander's insight:

The article indicates that there will be a large increase in social media spending over the next five years. This increase has been universal across different business sectors. Although this increase is predicted companies are unsure of how to fully integrate social media with the rest of their marketing strategy.


The author states 2 good questions: Why spend more but not solve the integration problem? and Why is integration so tricky for companies?


I think these are very important questions to look into. Social Media is becoming increasingly important in today's society so therefore I think it is important companies find out the best way to integrate the marketing strategy into their social media marketing as it is going to become extremely important to them in the near future. If they can do this before other companies I believe that would give them a great advantage.

Nimalan Sri's comment, May 8, 2013 5:04 PM
This article is intersting, this article uses stats to show the impact of social media spending over 12 months and then is 5 years. As we can predict this will only increase as socail media is the popular form of marketing nowadays and companies are using social media to communicate wth their consumers. By using socail media there are lot of advantage for the companies to target their consumers in a effective way and alot faster method..
Riley Grant's comment, May 8, 2013 5:08 PM
It is interesting to read that spending on social media is increasing even though companies are not sure their social media campaigns are fully integrated. The author asks why this is happening. I believe it is because there is very little research on social media integration and because trends on social media are changing very quickly.
Sophie Frakes's comment, May 9, 2013 11:13 PM
Social media seems to present an enormous opportunity for marketing communications but the challenges associated with it are almost equal in size. The measurability of ROI seems to be an ongoing challenge that there is no definitive answer to. I also found it interesting that companies are prepared to so heavily invest into a channel which they admit to struggling to integrate even though the need for integrated communications is becoming more and more apparent.
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Building an Integrated Marketing Budget | University Business Magazine

Building an Integrated Marketing Budget | University Business Magazine | IMC Week 5 onwards |
News, Articles and Community for higher education decision makers. Magazine published monthly, with daily news and blogs and online content. Archives available.
Kelly Alexander's insight:

With allocating a budget for IMC, there is no way to predict the exact expenditure for a successful integrated marketing effort. When implementing IMC there are three 'cautions; which need to be taken into consideration.


1: Obtain Real Commitment. An initial amount needs to be identified so the marketer has some idea on the boundaries to develop the plan within. The total sum can be reevaulated.


2: It takes more than dollars. It is not only money but also institutional will - the ability to make tough decisions and stick to them. It covers many dimensions including:


* The will to conduct the research

* The will to focus on a small handful of key audiences

* The will to commit precious dollars to a handful of programs

* The will to target specific geographies

* The will to focus on a small handful of relevant messages

* The will to discontinue strategies and programs that are not successful


There are some variables which will impact the amount such as the size of your target audience. The bigger your target audience the more needs to be spent to target them specifically.


3.Shaking the cost per piece mentality

The key point is the cost doesnt matter, it is the cost divided by the response rate. Whether or not the strategy was effective.


This article highlights some important factors when budgeting for IMC and that it won't be a specific expenditure amount. What is important is how effective the strategy is.

Sophie Frakes's comment, April 9, 2013 6:00 AM
This article highlights that in order to have a successful IMC strategy that the brand needs to be willing to committed to spending. The author believes that it is not only money that must be spent but also time. Time spent on clearly defining who you are trying to reach will mean that a more specific message can be created that is more likely to communicate to them in a way that appeals. Once a budget commitment is made the "cost per piece" should not be a barrier to considering whether the strategy was effective. The company should look at the cost divided by the response rate to rate the strategies success.
Riley Grant's comment, April 9, 2013 6:30 AM
I like that the author links the budget directly to strategy. This relates to Sophie's articles that discusses budget allocation. Budgeting for IMC forces Companies to really focus their resources, if they wish to reach their goals. I find it interesting that this author says organizations need a strong will to implement IMC.