Integrated Marketing Communication Forum
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Integrated Marketing Communication Forum
A forum that generates discussion about integrated marketing communications
Curated by Alex Smith
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Rescooped by Alex Smith from Creating an Effective Communication Mix, The Power of Ideas and Direct Marketing IMC - Milestone 3
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Integrated Marketing Communication Forum | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via PHAM THU NGA, Manea Murray
Alex Smith's insight:

As the title reads this article stresses the ever growing importance of direct marketing as a result of the emergence of social media. Immediately the author states that organizations of many kinds are connecting with consumers on a personal level through direct marketing on social media sites such as Facebook, twitter and instagram and then details other direct marketing mediums such as websites and emails. 

 

Unlike the previous article I read for week 7 this article uses comprehensive real world examples such as EasyJet to apply its methodology. I found this particular example interesting as it displayed how the EasyJet focused its various direct marketing avenues to in a way that stimulated specific market segments (age, sex and demographic) that was achieved through altering the communication so that it resonated with that segment. For instance how the EasyJet website let young and single students pick the price (this segment demanded the cheapest price), time and destination which then showed only flights that were within the specified range given. 

 

I was also interested in the example about how EasyJet contacted customers who has rebooked their travels that they had the previous year, but only showed flights that were cheaper than what they paid previously. 

 

Lastly I also appreciate how the author used real life figures (for EasyJet) to evaluate the effectiveness of this direct marketing approach, this was done by illustrating how EasyJet's profits increased by 28%. A great article that is obviously written by a knowledgeable author on the topic of direct marketing. 

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Norman Vaz's curator insight, September 26, 2013 7:49 PM

This article was very interesting as it talked about the increased importance of direct marketing and how it engages the consumer.The article states 'direct marketing tools can enable marketers to develope and ehance emotional bonds with individual consumers, and customer groups to grow the value of their customer base in real time'. In my opinion this statement could not be further from the truth as building a relationship with a brand and its consumer is key to growing their custpmer base and with that would come increased coustomer loyalty and soo forth.

Anna Kong's comment, September 26, 2013 9:33 PM
goood article jianwang
Ahmed Salman's comment, September 26, 2013 9:39 PM
I agree with your insight shay. i like how this article is relevent to imc concepts
Rescooped by Alex Smith from Creating an Effective Communication Mix, The Power of Ideas and Direct Marketing IMC - Milestone 3
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What can the giants of technology teach the high street?

What can the giants of technology teach the high street? | Integrated Marketing Communication Forum | Scoop.it
What can a more modest retailer learn from Apple, in order to improve the experience of shoppers on the high street?

Via PHAM THU NGA, Manea Murray
Alex Smith's insight:
This article shows how a successful marketing mix platform is not applicable to differentiating brands and businesses, although it doesn't explicitly outline the Apples successful application of the 4P's you can read into the enormity of its brand equity and track this back to the how this has come about (as it hasn't happened by chance). Place: The article stresses the significance of Apples customer service (mainly in store) and how they become synonymous with generating a warming experience for the consumer. This is due to all Apple stores sharing a good sales team that is welcoming yet not overly pushy on contact, this is further added by the appearance of the stores with the warm hues of white and silver that is generated by both the decor and the products within the store. As a result the consumers takes joy into 'popping into the Apple store', often consumers pop into the store with no intention on buying then walk out with a new purchase. Product: Although the article doesn't mention the product itself that much, Apples delivery of brand equity wouldn't be sufficient without a quality product. Apples products have connotations of being simple, user friendly and aesthetically pleasing all of which is integrated into the other 3 facets of their marketing mix, in the articles case where it mainly discusses the physical stores these traits are integrated to the stores appearance and layout (this illustrates a presence of integration). Promotion: Although the article doesn't talk about promotion, I think this is mainly because Apple has a powerful brand equity and is vastly known amongst consumers. Apples promotions attain the traits that correlate to its product and the other segments of the marketing mix. They are simple in their delivery, friendly, warming, welcoming and visually appealing. Price: Apple has substantiated such brand equity that price is almost irrelevant in the sense that it can warrant a high price yet doesn't diminish its demand. The discussion in the article supports this by saying that Apples in store (one example of many) service and experience reaches consumers on an emotional level that makes them feel welcomed into a somewhat homely environment. The price of Apples products can also be quantified as they produce products of known high quality, and if their performance is insufficient (product malfunctions) then they have known to be one of the best customer service providers also. Although this article doesn't cover all four facets of the Marketing Mix I can appreciate that it got me thinking about Apples approach to deliver brand equity in a cohesive manner that makes it hard for consumer to look elsewhere in the technology market.
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Shay Narsey's comment, September 26, 2013 5:36 AM
i agree with your insight matt and i feel it is important how you have mentioned the likes of apple will not let a customer walk away dissatisfied. this can create a good memory and even if they ever think of changing products they will remember apple has good instant back up service.
Markus Schobel's comment, September 26, 2013 6:35 AM
I agree with you matt, Consumers should always come I like how this article describes how apple has integrated themselves with their consumers
Markus Schobel's comment, September 26, 2013 6:35 AM
I agree with you matt, Consumers should always come I like how this article describes how apple has integrated themselves with their consumers
Rescooped by Alex Smith from Consumer behavior
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Prof Christo Boshoff: Emotions influence consumer decisions | News

Prof Christo Boshoff: Emotions influence consumer decisions | News | Integrated Marketing Communication Forum | Scoop.it
Prof Christo Boshoff: Emotions influence consumer decisions. August 20, 2012 0 Comments. Why do consumers think branded beer tastes better than exactly the same beer in an unbranded bottle? Why do consumers think an international ...

Via Francisco Teixeira
Alex Smith's insight:

Although this article is significantly short in length I found that it stimulated my thinking about Consumer Emotions and marketing research. Within the article Professor Christ Boshoff indicates that not all consumer decisions are made by way of a conscious process and are dictated by immeasurable emotions. Following this he indicates that we cannot quantify what a consumers emotions are from simply reading shallow numerical research. This then got me thinking about quantitative vs qualitative data research and their applicability to consumer emotions. To accurately define what a consumers emotions are toward any given brand I believe (from what I read in the article) that quantitative research analysis is the only option. Furthermore to get conclusive responses on these 'emotions' I feel that the collections methods would have to be somewhat personal and intimate, this could be achieved through focus groups and the like. What do you guys think? Is boshoff thinking that in-depth emotional analysis cannot be effectively portrayed by numerical data (eg. bad, poor, ok, good, excellent)? Have you any other research methods that would best depict the consumers emotion?

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Greg Nekcam's comment, April 8, 2013 11:46 PM
Totally agree here, especially the part about immeasurable emotions. I scooped an article a couple of days ago that introduces actually measuring emotional responses. You should go over and have a read...
Jarrod Biddulph's curator insight, April 9, 2013 1:12 AM

This was a very interesting article raising questions about the decisions we make as consumers. It explains that not all decisions made by consumers are made consiously. An example of this is used when people prefer a branded product to an unbranded one, when in actual fact they are the same.

M Donald's comment, May 9, 2013 6:35 PM
This article is very interesting and has many valuable points that are very beneficial.
Rescooped by Alex Smith from Brand Strategy and Marketing
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Brand and Reputation Management: Four Insights | Social Media Today

Brand and Reputation Management: Four Insights | Social Media Today | Integrated Marketing Communication Forum | Scoop.it
I was recently asked a provocative question: “What experiences or insights have shaped your views on brand and reputation management in today’s business environment?

Via Rebecca Downing
Alex Smith's insight:

This article depicts the shift in brand management and focus away from traditional methods that have been synonymous with marketing for a long peroid. Specifically this article highlights the shift away from traditional marketing plans, the change in communication channel (change in focus channels) and the move away from the one-to-one communication that have been used in the passed. The article then uses this to lead to the heavy and growing importance of social media for a range of reasons ranging from and how it shapes todays culture. Lastly the article stresses the importance of the 'experience' of the consumer, and this 'experience' dictactes their purchasing behaviour, feeling toward the firm and their conatations toward it.

 

I agree with everything the article is suggesting but it merely scratches the surface of the topic in the title. I feel it doesn't go in depth enough about the re-engineering of a marketing teams strategy, plan and organizational structure to cater for these changes in channel focus and consumer engagement. What do you guys think? Are there any examples you have to relate this back to the article that could give its words more confidence?

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Ravneel Chandra's comment, March 21, 2013 6:57 AM
Over the years it has become much easier to access information on large brands all thanks to social media, making communication between B2C much easier. Rading this article has made me realise that brands influence consumers due to the power they have over consumers. That power makes consumers purchase new products and evaluate their experience. I prefer the brand Nike over other sports brands and the reason is the way they communicate their brand to the consumers. Getting the best athletes in the world to wear their brand influences me to purchase their brand and hope to become the best in the world at my chosen sport. Nike has a large influencing power on me, greater than I thought, which makes me buy new products of theirs all the time.
Nimalan Sri's comment, March 21, 2013 5:30 PM
Wilicia great choice of article, My favourite brand would have to be Tiger Beer. This brand has a large influence power on me to buy the beer. The was they get their message across for their product is short, sharp and valid. I feel that brand power controls the power of influences between B2C. From reading this article it illustrates how brands influences consumers of their products.. The power makes cosumers purchase their product which they trying to sell and get their message across..
Finau Tuipulotu's curator insight, July 30, 2013 8:54 AM

In business trust has been defined as the glue that holds the business relationship together and is expressed repeatedly in your actions. This includes what you do and do not do. According to this reading most companies today are not approachable and lack a personality or an image that people can relate to. Building trust with your consumers is crucial like returning phone calls immediately and being consistent in your words and actions. You have to understand what your customers are expecting from you and if trust is not present, they will not buy.
Again, i will have to agree using social media to provide profound insights about how your customers feel about your products by giving feedback that helps you define your weakness and try overcoming them for business benefits. Empowering your brand to customers is another advantage.


Rescooped by Alex Smith from Creating an Effective Communication Mix, The Power of Ideas and Direct Marketing IMC - Milestone 3
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IMC: Put Together Week 7 - The power of ideas and integration

IMC: Put Together Week 7 - The power of ideas and integration | Integrated Marketing Communication Forum | Scoop.it

Via Mike Kirkwood, Manea Murray
Alex Smith's insight:

I like how this articles breaks down the idea of integration with one 'big idea' before distributing this idea to various media channels. The author then discusses the details of defining the 'big idea' and what it should seek to achieve for the brand, that being brand equity. A big idea could be a mission statement or a big hairy audacious goal (BHAG) that a brand seeks to ultimately achieve, the author further stresses how all communications should then direct to this BHAG either directly or indirectly by sharing the same idea. 

 

The author uses a poor example in my opinion that seems a bit simplistic, that being a basketball team, by just denoting factors just as excellence and winning etc but it did remind me of the evaluation of Coke's integrated marketing communication and I can loosely see what the author is getting at with how all communication channels are to aligned (not the same) to send a consistent message that directs toward the big idea. For instance Coke's communications all stimulate the ideas of happiness and togetherness even though this message is presented is presented in vastly different ways the overall message is very consistent. 

 

I appreciate how the author has covered a variety of communication channels such as in game promotions, TV, direct mail, sales team and social network mediums. Often the case with these articles on Scoop.it the articles are all on social media (facebook, twitter, instagram etc) so it was good to see an article the acknowledges the variety of communication channels.

 

In summary its a good article to generate your thought process but it seems to have more breadth than depth within its discussion and is often not sophisticated enough to use a reference for generating 'real' brand equity. 

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Chelsea-Rae Dawson's comment, September 26, 2013 2:32 AM
When developing a new method of IMC, it is essential that companies do not stray away from the 'big idea'. it is that idea that develops and helps to shape every other aspect of the marketing campaign. This article raises some very important valid points regarding this and emphasizes the need to focus on what is really important.
Anna Bairstow's comment, September 26, 2013 4:41 PM
Great article and interesting analogy on the concept of IMC and putting together an outfit! I like the simpleness of this article and the idea that it all starts with establishing a big idea and turning that into a simple and effective phrase or slogan which will catch on and resignate with consumers. They are right in saying that the difficulty is in matching the big idea to every message and medium. Marketers need to share their creative idea in an appropriate way that is going to be successfully percieved and understood by audiences. Great find Finau, enjoyable read that got me thinking about the topic of creativity and how to think of catchy phrases that catch on.
Savanna Steele's comment, September 26, 2013 5:35 PM
This article is a good read nice find Finau. This reading has some important key messages around constructing a cohesive message throughout IMC. With the key message of establishing a BIG IDEA. This big idea encapsulates the message in a just a few words. This is important to take the time to think about what your brand represents and what you want this BIG MESSAGE to be.
Rescooped by Alex Smith from The MarTech Digest
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Marketing Strategy and Planning: How To Avoid Marketing Budget Disasters | B2B Marketing Insider

Marketing Strategy and Planning: How To Avoid Marketing Budget Disasters | B2B Marketing Insider | Integrated Marketing Communication Forum | Scoop.it

Five Steps to Avoid a Marketing Strategy and Planning Disaster:

1. Identify your business goals and evaluate them in context with the latest marketplace realities and customer research. Start with the customer problems you can solve and take their perspective.
2. Ruthlessly evaluate what worked and what didn’t in the past. Pick winners and prune the losing tactics, techniques and processes. Shift people to where they are needed most.
3. Model the appropriate marketing mix in order to achieve a higher return on marketing spend.
4. Define a Content Strategy based on the needs of todays’ buyers. Create an audience-first marketing mentality.
5. Define an always-on, inbound marketing approach that produces more efficient and effective marketing outcomes.

 


Via CYDigital
Alex Smith's insight:

This article poses a comprehensive approach to a successful marketing plan, this is achieved through addressing factors such as strategy, budget, justification and failure avoidance. 

 

First the author (Michael Brenner) clearly defines what he believes a marketing strategy is, which is is denoted as an approach that seeks to achieve your marketing objectives. He then strongly suggests that this 'approach' be accompanied with a business plan. Brenner also believes in what he calls 'Zero-based Planning' which is essentially a fresh business plan for each financial year that is free of underlying assumptions and influence, these influences could be simple things such as natural dispositions or external forces such as employees and management. He believes that this type of plan is the most effective in achieving not only your marketing objectives but other business objectives also, which I can agree with somewhat. What do you guys think, is this approach viable, too risky or is it simply impossible to remove a humans natural instinct? 

 

Although the Brenner's discussion about 'strategy' is in depth the same cannot be said about his discussion about Budget. This brief insight left me confused by the wording and how it is written. Can anyone elaborate for me? 

 

The author then provides the following to avoid a 'Marketing Disaster'

 

1. Identify your business goals:


2. Ruthlessly evaluate what worked and what didn’t

 

3. Model the appropriate marketing mix

 

4. Define a Content Strategy 

 

5. Define an always-on, inbound marketing approach


I think the above points provides a good framework for any Marketing plan or strategy. I think its most important strength would be in highlighting how and if the strategy aligns with the brand you are trying to portray. In theory this should filter out any non-essential marketing expenditures that would merely be a waste of money and send a message of confusion to consumers. What is everyones thoughts on the above five points? Is it in depth enough? 

 

Overall this was a good article to engage a thought process about Integrated Marketing communications. Throughout the article the author was discussing the material to great depth but in other it was very shallow, I could not help but think if there was more consistency throughout the discussion it would have sent a more confident message to its readers, do you guys agree? 

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Maka Tuwe's comment, August 22, 2013 5:46 AM
The importance of a budget when it comes to planning any marketing activity is important as it outlines and gives direction as to how much can be spent. In order to not go over budget or to under estimate how much one needs to spend, there is a need for a budget. This article highlights that it is not just about the budget but it is about the planning that occurs before the budget. Things that have to be taken into consideration when planning a budget is establishing what the business goal is plus evaluating what has worked in the past and what hasn't. As the marketing climate is transforming along with the mindsets of most consumers it is important to evaluate in order to not make a loss.
Alexandra Renall's comment, August 22, 2013 3:53 PM
"Define a marketing strategy based on the needs of today's buyers" - I believe this point is extremely valid. Consumption patterns change every year and to be a successful marketer one must analyse the current purchasing trends. Marketers need to realise that financial markets are still recovering from a recession, therefore people are not buying as many products as they used too. By considering such details, marketers will most likely avoid planning disasters.
Leigh Cowan's curator insight, December 2, 2014 8:02 PM

If your Marketing Planning isn't quite 100%, but needs to be perfect, check out http://j.mp/KOmktgPlans

Rescooped by Alex Smith from Various marketing discussions
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What the Heck is Integrated Marketing Anyway?

What the Heck is Integrated Marketing Anyway? | Integrated Marketing Communication Forum | Scoop.it
When I first started my business, several decades ago, I was determined to tell people that, mine was an integrated marketing firm.

Via Jarrod Biddulph
Alex Smith's insight:

I like the definition that the author has given to Integrated Marketing, that being:

 

" Integrated marketing is the combination of marketing tactics to help deliver one marketing strategy and more quickly build know, like and trust."

 

Secondly I appreciate the terminology used, words such as 'platforms' and "mediums' working in cohesion with one another helps define 'integration' rather well. Furthermore I appreciate his distinction between a strategy and integration in that a 'strategy' is delivered effectively through efficient integration, this article seems to go into more detail than most on Scoop.it.This detailed is expressed by his mention of correlating online and offline marketing tools. I also appreciated his example of the architect firms marketing composition and instantly got me thinking about the discussion we had about BNZ bank in our workshop about how it had a disjointed marketing communication.

 

To conclude, I appreciate how this article has not only highlighted what integration is but how it shaped the image of the brand. As marketers this can lead us to think about how our actions are being percieved, what does this ad campaign project? how does this projection relate to our other projections? Do these projections add/or subtract from our desired perception? Do they have the same connatations with one other, the list goes on but it got me to think, great article!

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Ahmed Salman's comment, August 22, 2013 5:51 PM
I agree with your insight renay. I like how you explained what integrated marketing is and how helps in developing the image of the brand you provided good explanations and examples in your insight for this article.
Teagan Adams's comment, August 22, 2013 6:31 PM
Renay explains well here the way that integrated marketing is part of all aspects of the company and goes a long way in communicating to the customer what sort of brand they are and what they represent. Even the way by which they communicate adds to this reputation as Renay pointed out with door knockers and social media.
Gibson Zhou's comment, August 22, 2013 8:20 PM
it's a nice article, good thinking
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3 Reasons Why Your Business Must Be Social

3 Reasons Why Your Business Must Be Social | Integrated Marketing Communication Forum | Scoop.it

Why social media engagement is a defining element of the 21st century, and the success of your business relies on your participation.
Social media engagement is not just for the tech savvy consumer.

 

Social media engagement has been adopted by the world’s most powerful politicians; it has been integrated into the lives of teenagers, revolutionary leaders and grandmas. It is embraced by Prime Minister Netanyahu, Snooki and the Dalai Lama.


Here are 3 reasons why social media engagement is defining element of the 21st century – and why it is critical for your success in business.

 

Alex Smith's insight:

This article highlights the growing importance of social media/networking in order for them to engage consumers. The article further suggests that this is the best and easiest way for brands and consumers to develop a relationship face to face. This importance has been further highlighted by my observations on Facebook as of late, whereby it is often seen that friends and collegues of mine have either praised or banished the service/product they have used. It seems that social media (suggested by the article) is positioning itself as an equal to other historical marketing channels such as TV, Radio etc. In order to successfully engage the audience the article suggests that the folling must be in place:

 

1. If you're not online you don't exist

2. Content is king

3. Expertise is everything

 

In summary to achieve succesfull and frequent communication your not only have to be present online but noticable. This is achieve through quality of content (within the industry and better than competitors) and having the confidence to do so.

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Shay Narsey's comment, August 19, 2013 4:35 PM
I agree with Markus because with a rapidly changing society and culture of how we go about our day it is essential that they take on social media especially when targeting the younger demographics as they are the most active users of social media.
Brian W Y Chang's comment, August 21, 2013 2:15 AM
Considering the dramatic changes in society since the digital and mobile revolutions, it is quite the potent opportunity to miss should a firm decide not to Be Social (to say the least). Majority of the relatively young, developed world has access to social media and spends more time on them, in some extreme cases, than they do in real societal life! The opportunities a business can seize through going social are too great to miss out. But, that said, it does depends quite greatly on what a said business is trying to sell (i.e. some socially sketchy goods); and who they are trying to target (i.e. persons of ultra-conventional backgrounds, age inclusive or otherwise).
Matthew Randrup's comment, August 22, 2013 9:38 PM
I agree with Markus because it is obvious that society is continually changing e.g. smartphones taking over in the last 10 years and computers and the internet in the last 20. Marketing has to change to meet these new revenues and opportunities to promote the product to the consumers. And the article explains this through the mention of the importance of marketing through social media.