Integrated Marketing Communication
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Direct Marketing

Direct Marketing | Integrated Marketing Communication |

Direct Marketing | Direct Mail Marketing Tutorial, Tools, Tips, Tactics and more... Lead Generation with Direct Marketing: Mailing Lists, Phone Lists, Email List...

Via Maurice Parisien
록시's insight:

The direct marketing can be useful as it runs on lower budget than any other marketing tools. This article discusses the steps to most successful direct marketing. The very first and important step is to identify the target market. Without doing this there is no point of direct marketing and it will bring the company a failure. The most advantage the company can get out of direct marketing is targeting new market and generating new sales lead. Although marketers need to watch out who the target market is and need to do the research beforehand very thoroughly as an example of email marketing, that if the email is sent to someone that are not interested in the brand, that it will turn into a junk mail.

Theoni Paulse's comment, May 9, 2013 6:32 PM
Great article. There seems to be a lot of advantages of using direct marketing which is ideal for business'. With the email direct marketing it would probably be quicker to communicate with customers as you would already have their details and can also tell them of future deals and new products. Like you said Roxy, you have to watch out for sending emails to the wrong customer.
Kevin Tu's comment, May 9, 2013 11:32 PM
great article, although there are many ways and tools to market the customers now but direct market is one of the most efficient way. The fact that more than 60% of marketers uses it and business is all about ROI states the importance of direct marketing. marketers should know the strength of it better.
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Corporate Redesigns That Work - Speckyboy Design Magazine

Corporate Redesigns That Work - Speckyboy Design Magazine | Integrated Marketing Communication |
To stay afloat during this tough economic period, companies must change with the times; this sometimes includes a new logo or even a whole new brand identi

Via Fatana Faghiryar
록시's insight:

This article relates to the power of ideas of integration across all medias. It talks about how the brands keep up with the trend by changing the theme of the product and keeping update with the logo design according to the market trend. It is a powerful idea and is a way of IMC as the product itself can be advertised by the design itself. A good example represented by apple, the logo has been upgraded and redesigned simple and smart to match the recent design of the apple products. But by doing this, the marketers need to remember that the brands are usually recognized by the logos therefore, it should be kept to similar themes at all times unless aiming to changing the entire brand identity.

Yangyu Wang's comment, August 22, 2013 2:43 PM
I agree with the article that the company need to change their look with logo's and marketing to keep their consumers engaged, but we have to think about it critically because not all the changes are successful, especially when changes of the logos. If pay enough attention on those successful examples displayed by author, it is obvious that almost all the new looks are very similar with their old looks. This somehow explains that logo is very important to brand image and identity. The unsuccessful changes may also cause the brand loses bonding between their consumers.
James Bradley's comment, August 22, 2013 9:48 PM
This article is very interesting. Having an understanding for design trends in terms of branding is important. Consumers are increasingly aware of trends and creating an emotional response using the consumer perspective of what is unique or up with the times so to speak is essential when determining the direction for a brand. Simplifying logos and moving away from complicated logos does make sense. Consumers today have less time and head space for marketing communications. As a result memory and recall of brands and communications need to be simple yet informative and creating an emotional response to a particular communication is essential for a brand to compete in todays environment.
Will Costello's curator insight, August 22, 2013 10:35 PM

This article articulates an importance of changing a brand to adapt to new times in order to keep relevant in the market and with consumers. The article identifies many well-known brands that have redesigned their logos and they brand identity to gain a constructive response from consumers. Firstly they identify Pepsi, who have changed their brand countless times leading towards simplicity. This has helped Pepsi with their color association, as the product removes the jargon and concentrates more on exploiting the red, white and blue. This is an extremely valuable strategy for Pepsi as a brand, as consumers draw an emotional response being able to easily associate these colors with the brand. The article identifies many different brands that have had simple but effective changes such as Pepsi. Something as small as simplicity can have give the brand a major advantage and help it adapt in the eye of the consumer, triggering a positive response in the market.

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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | Integrated Marketing Communication |
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...

Via Paula Hudson, Manea Murray
록시's insight:

For the marketing communication to be successful, the brand's objectives must be SMART. SMART objectives are simple, measurable, achievable, realistic, and timeliness. The simple objectives must only be set one at a time. For example, if the objective is to increase an awareness, the focus should be emphasized on one key factor such as a product, or a product positioning. For the objectives to be measurable, the measurement metric should be clarified as to how it's going to be measured. The objective should be set so it is achievable therefore should be realistic without any overboards. Lastly discussing timeliness, the timeframe should be organized and planned out to match the objectives. This may sound simple, but it needs to be done perfectly to have a successful business, therefore the managers in charge of operation should carefully go through the steps of SMART objectives to create a good marketing communications planning programme within the organization. 

Max Downing-Webb's comment, August 22, 2013 3:54 AM
It's nice to see the SMART goals theory applied outside of the academic world. Good article Nona, this article is a great reminder to rethink and refine the objectives that make up a marketing program. Measuring success is a bit of a tricky one for marketers as there are so many variables which affect sales. Creating objectives with success standards and measures established at the same time is the best way to go about it, hence why the SMART framework is a very useful reminder here.
Victoria Clark's curator insight, September 15, 2013 11:40 PM

SMART is a set of objectives that if followed through can aid businesses and brands in getting where they want to go. Throughout this article these objectives are discussed so businesses and brands can work to creating objectives that are effective for a successful program to be able to begin. In businesses and brands, having SMART objectives are critical as they can cause either the up or the downfall of said business or brand. The use of SMART objectives leads to an evaluation and measurement of the success of a business or brands success. This article is very helpful and informative as it sets out what is needed, in the basic format, to achieve a great program and success.

Danielle Petersen's comment, September 26, 2013 8:06 AM
@Lily, I like how you gave the little examples of the SMART goals, putting it into perspective a little more. I agree that there is great value in adding the SMART goals into all aspects of a business, no matter what it may be as they are so easily adaptable to every and any business.
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UK brand not confident communicating via social media | brand-e

UK brand not confident communicating via social media | brand-e | Integrated Marketing Communication |
36% of UK brands do not feel confident in communicating with consumers via social media says a survey from the IAB and LBi...

Via Digitas, Jina Um
록시's insight:

Social media is probably one of the most popular tools for effective marketing. But the research done in this article shows that a large percentage of the businesses in UK only use the social media to raise awareness of the brand and only few department are utilizing to communicate with the consumers. This shows that a large number of marketers are interpreting communication with the consumers in different ways. Instead of direct communications and anticipating consumers for a feedback, the marketers just aim to use one way communication. As to this, I dont see the point of using social medias to marketing the brand when the big advantage of social medias are creating chance to communicate with the consumers efficiently.

Kevin Tu's comment, April 7, 2013 9:25 AM
I think that social media is a useful tool to use to communicate with comsumers, however i believe that important matters need to be deal in a formal way such as phone calls and via emails. so social media is ONE way of communicating with consumers and it sure has limit for its use.
Nicholas Brooke West's comment, April 7, 2013 11:42 PM
This article was interesting to find out that many companies do not find confidence in communicating across social media. Social media is a way of depicting what your current niche for your product is looking for and is a valuable asset to have up your sleeve. it is interesting to find out successful companies are scared to try this new generation of advertising out as one would think they would be the first?
Charles Farrelly-Gruar's comment, April 9, 2013 1:21 AM
It is shocking to find how many companies are, for want of a better term, stuck in the mud when it comes to their marketing ideas. It is naive to overlook social media as a means of reaching customers, and I think that we will, inevitably, see the fall of companies that cannot adapt to the changing world around them.
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9 Trends Defining Consumer Engagement

Here’s a look at the latest key trends shaping our marketing future and defining consumer engagement in the areas of gamification, mobile, social media, email, and beyond.
록시's insight:

This article has some important key factors and good examples of consumer engagement. Mainly I realized that there are lots of technologies getting involved in ways to engage with the consumers today. This will effect a fast trend in marketing and to keep developing ways to engage with the consumers.

Manasi Ambavane's comment, August 21, 2013 5:50 AM
Harshika, yes consumer engagement is involving consumers to the brands and giving them information about the product and services and social media plays important role for customer engagement. These social media sites like Facebook, tweeter, Instagram, Pintrest most of the advertisements are on these sites, like Facebook has pages of the brands and the brand keep posting about their products and services even if their are best deals for customers or sale, they get awareness from these pages. Emailing is also important for customer engagement as company can send there newsletters to their existing and new customers to gain awareness of the brand and emailing is even cost effective. I also agree with the author should rearrange like gamification to less important than emailing.
Daryl Peterson's comment, August 21, 2013 6:41 AM
I agree with Harshika that the 9 trends in the article all play big parts in consumer engagement in the world today. Social media sites for example like facebook, twitter and instagram are increasing in popualarity as the years go by. Using these social media sites consumers can engage alot more with brands by getting information from company facebook pages, seeing promotions, offers, giveaways and prizes online which all consumers find appealing. Seeing visual material on instagram to give consumers a better idea of what products to expect which increases the appeal of the brand to consumers. These are also more cost effective and much more efficient as these sites/apps are much more user friendly which increase consumers engagement.
Reuben Gordon Dalziel's comment, August 22, 2013 8:00 AM
This article expresses the need for social and emotional engagement that a brand should hold over it's consumers. Candace writes how levels of engagement are constantly changing and marketers need to stay updated with new trends and social media applications to maintain constant communication and engagement with their consumers. For example, smart phones and tablets contain multiple apps that allow advertisements for marketers to implement new strategies and mixes to attract and engage consumers.
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Secrets of Pinterest, YouTube, Facebook and Guest Posts Revealed!

Secrets of Pinterest, YouTube, Facebook and Guest Posts Revealed! | Integrated Marketing Communication |

It is essential for a marketer not to get lost in the whirpool of social media channels and creative content marketing ideas. Moreover, content management should take less time because as a marketer you might have a multitude of other things to worry about. So, how is effective content marketing accomplished according to this week’s tips and news?

Via Mau
록시's insight:

This article explains how the marketers can make an advantage of the popular social medias used by the market today. Firstly, the marketers need to understand how the individual media channels work indepth in order to make a good use of it. The best way to use youtube as a marketing tool is to  post videos which will provide the market, informations, knowledge, and reviews of the products or service being marketed. The marketers can use facebook by creating the photo album which shares the offline events which shares more than just the product details online. Most trending social media used today is though, is pinterest. It is attracting the market with visuals and an option of viewing photos of personal interests. The marketers take an advantage of this point to upload the product photos which are likely to trigger the users to purchase the items they see. The brands that have used pinterest as the marketing tool, have increased in sales than the brands that uses the other social medias. 

Kevin Tu's comment, May 9, 2013 11:38 PM
there are some very good points in this article. personally i believe there are not many company understand the potential of social media in depth.
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What Is a Marketing Communication Mix?

What Is a Marketing Communication Mix? | Integrated Marketing Communication |
Companies that sell products or services use some or all of the components of a marketing and communications mix, also called a promotional mix. These include advertising, personal sales, sales promotions, public relations and direct marketing.

Via Bùi Nghĩa Dũng
록시's insight:

Thecommunication mix basically is a sum up of all the methods of marketing communications to result in more successful outcome of communicating with the consumers. The main component of the communication mix is advertising as it captures the audience and draws attention towards the brand most effectively. As it is considered as the most important component, advertising can be the most expensive way of the communication mix. Other important component of the communication mix is personal selling. This component is usually the last step to the communication mix as to the difficulty and high rate of failure to some products and brands. Most common communication mix used by the brands today are sales promotion. This promotion gives the consumers the benefits such as discounts, complementary deals or free samples etc. Also public relations are effective as part of promoting process of the brand. This can be done by creating the story line of the brand or getting promoted through news media as it gives more impact than just promoting the brand through an advertisement. Another component is direct marketing. This component is unfavoured by the marketers as it is less effective. This method can be used when the brand is low on budget as it is most cost efficient out of all the methods. There are way more components of the communication mix, but this article simply summarizes the most effective communication mixes that can be implied to most brands.

Enele Westerlund's comment, September 26, 2013 7:20 PM
Blake, I definitely think PR is extremely important. The article does outline the major components of a comm. mix.
Zachary Woods's comment, September 26, 2013 9:47 PM
Blake I feel this article was beneficial in providing an overview of the marketing communication mix and its components. I agree that the public relations element of the mix is significant as well.
Vic Methven's comment, September 26, 2013 10:00 PM
Hey Chontelle, I enjoyed reading the article and your summary of it. I agree that creating a mix needs to be done effectively in order achieve the goals the company is aiming for. Direct marketing has got the potential to be effective but can be costly and annoying to consumers (i.e. your example of telephone calls during dinner). I agree that this article helped simplify crucial components in the marketing mix and how they are useful
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Determining a Budget - Integrated Marketing Communication

Determining a Budget - Integrated Marketing Communication | Integrated Marketing Communication |
Boundless' free textbooks and study tools makes education more affordable, accessible, and effective for students and professors.
록시's insight:

This article briefly illustrates the importance of budgeting regards of IMC. In order to have a good intergrated marketing plan, the managers need to have a good understanding of IMC components. Addition to this, it is also  important that all the departments within the organization are co-ordinated properly and keep to their own budgets, because if one department performs negatively in their budget it could affect the other department and could bring failure to the business. So communication within the organization is essential as well as starting off with a well structured budget plan for IMC.

Norman Vaz's curator insight, August 22, 2013 9:49 PM

This article focuse on how for IMC to take place you need to firstly have the budget to do just so. Hence budgeting is very important in establishing what IMC method you will be using or what different methods may need more funding. It forces managers to take a more hands on approach in making sure the allocation of funds planning and managing the right IMC method is key in having a successful marketing campaign for your product. 


Elle's comment, September 24, 2013 3:56 AM
Cameron - the article clearly define the essential purposes of budgeting and explores how marketing plans affects the budget. This seems relatively useful and would benefit businesses if they kept these in mind when making decisions.
Linda Huynh's comment, September 26, 2013 2:07 PM
@Chen Sun, a great article on the importance of budgeting, that is clearly defined with the essential purposes and how the budgets can be affected through marketing plans. This article is useful for businesses and should really read this as well and help them in decision making.
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A strong brand, or a strong strategy, which is more important?

A strong brand, or a strong strategy, which is more important? | Integrated Marketing Communication |
One of the members of the SME Strategy Facebook community asked the other day: "When you have a brand name with poor strategy or a strong strategy with out a brand name......... which will lead to success ?

Via Rebecca Downing
록시's insight:

For a business to be successful, the business must build a strong brand and a strong strategy. These two factors are equally as important as there is no brand without a good strategy and no use of strategy without a brand. The article questions whether it is more important to build a strong brand or a strong strategy. In my oppinion building a strong brand is far more important than having a strong strategy as the brand leads into recognition and capturing consumer's interests and their attention. Also, in a way building a strong brand can be considered as part of the strategy, so as the business learns to build a strong brand it's also building up a level in strategies. 

Jieyi Situ's comment, March 21, 2013 4:36 PM
A strong strategy can prop up a strong brand, On the other hand, a strong brand can help company send more information to the customers. So in my opinion, both strong strategy and strong brand are important.
breanna france's curator insight, April 7, 2013 9:30 PM

This artcle got my attention as it has helped me to understand what to do once you have a marketing strategy.. you create a brand! with the force of the three aspects of brand, marketing and business strategies this can be such an important component of building a brands image. Also out of the three I personally think that the brands strategy is one of the top things a business can have because if they dont have a brand image no one will know what the company is about.

Ying Wang's curator insight, September 25, 2014 1:19 AM

Brand is the entire experience your prospects and consumers have with your company products and services. It is a Brand Cognitive and audience awareness. Strategy of Branding is crucial for products and services sold in huge consumers market, which is a long-term development. So in my opinions, both Brand and Strategy are a equally important. 

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How Samsung Used Angry Birds to Generate Over 12 Million Minutes of Brand Engagement

How Samsung Used Angry Birds to Generate Over 12 Million Minutes of Brand Engagement | Integrated Marketing Communication |
In an overcrowded and over-hyped marketplace, how do you generate genuine buzz around a smartphone launch? Samsung tapped the most popular birds in the world.

Via The Digital Rocking Chair, With Intent
록시's insight:

This article is based on samsung engaging with its consumers in diverse ways. Samsung analysed how the smartphones are mostly used by the consumers in daily basis. It have resulted that consumers were spending more time playing social games rather than other activities. This result lead Samsung to create a partnership with the most popular global mobile game 'Angry birds' and aimed to attract the consumers in the new launch of the smartphone by proving them benifits of unrevealed images, videos and hold highscore contests. I think the main point here is that there are more ways of engaging with the consumers not just by communicating with them on social media, but to understand what consumers really need and want and providing this in an entertaining way.  


Finau Tuipulotu's comment, April 4, 2013 8:10 AM
Agree with you Connie social gaming should be a newly way to engage in customers behavior because some consumers will find it interesting.
Srishti Jain's comment, April 7, 2013 2:55 AM
This article gives one of the best examples of how a brand understood a consumer and changed according to the technology . Samsung understood the market and introduced global brands .Social gaming was the new way to engage consumer.
Crystal Ma's comment, April 7, 2013 3:22 AM
A good example for mobile games, Angry Birds, successfully to achieve large number of customers used social games far more often than they watched prime-time television shows, and as the number one mobile game in the world.