Integrated Marketing Communications
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Rescooped by Abbey Davis from All about Digital and Mobile Marketing
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5 Tips to Create Integrated Marketing Across Web, Mobile, Social and Email

5 Tips to Create Integrated Marketing Across Web, Mobile, Social and Email | Integrated Marketing Communications | Scoop.it
For marketers determined to improve direct response effectiveness through integrated digital marketing across channels, here are five tips to keep in mind as you roll out or enhance an existing integrated marketing program.

Via Pekka Puhakka
Abbey Davis's insight:

Integrating marketing across online channels is the new direction in direct marketing, rather than paper catalogues and sales promotion pamphlets. Now it's direct emails, tweets, text messages, Facebook, etc.

 

The most important thing to remember when integrating marketing channels within the online social sphere is that customer engagement and their customer experience is most important at the end of the day, i.e. not how many followers your twitter or Facebook account has. 

 

The marketing advantage in online channels is being able to personalise customer experiences based on profile information, customers are looking for personal touches that engage them further into your brand Identity. 

 

 

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Rescooped by Abbey Davis from Ayantek's Social Media Marketing Digest
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Ready.. Set.. Ambush! Ambush marketing as an IMC Tool

Ready.. Set.. Ambush! Ambush marketing as an IMC Tool | Integrated Marketing Communications | Scoop.it

During the 2012 Olympics in London, between online streams of Gabby Douglas’ brilliant gymnastics performances, Kayla Harrison winning the US first-ever gold medal in Judo, and Usain Bolt’s blisteringly-fast 100m and 200m wins,web audiences were also wowed by clever marketing campaigns from Nike, Pepsi, Burger King, and Google...(despite that) these four companies were not actually being Olympic sponsors...


Via The Ayantek Team
Abbey Davis's insight:

Nike is well known as one of the Goliath companies that use ambush campaigns during big sporting events. This article discusses how ambush marketing is driven by social media and online videos. (Tablet and smartphone marketing channels are rising as dominant channels for mass media.)

 

While there are laws around ambush marketing in terms of sporting events and brands stealing the spotlight from legitimate sponsors, if you are clever enough you can work your way around these laws just as Nike has done - Nike gained significant profit just by causing viewers to 'suspect' or 'assume' they had something to do with the olympic games. 

 

I think it is genius, and while there are laws in place to somewhat regulate this - I am not convinced it is ethical business. 

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Rescooped by Abbey Davis from Digital-News on Scoop.it today
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Media Vehicle: Twitter Leads In TV-Synced Social Media

Media Vehicle: Twitter Leads In TV-Synced Social Media | Integrated Marketing Communications | Scoop.it
TV is still the king of media, but the social "back channel" is now an indispensable part of its ambience. No surprise then that advertisers are hungry for media vehicles that bridge the two.

Via Thomas Faltin
Abbey Davis's insight:

Not only does Twitter dominate among media vehicles in terms of being able to build strong bridges between TV media and the online social sphere, but it also creates a space where advert impressions can accomodate paid and earned media. Earned media is the emerging marketing model of today. 

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Shani McGee's curator insight, May 7, 2014 8:07 PM

Quite interesting to read about the strengths and weaknesses of the two different social media sites twitter and facebook. After reading this article it's become clear that social media in the use of IMC has still got a lot of potential to become even bigger and greater than what it is currently. 

Rescooped by Abbey Davis from Tecniche per la visibilità online
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Social Media Strategy and Consumer Apathy

Social Media Strategy and Consumer Apathy | Integrated Marketing Communications | Scoop.it
With endless talk about social media, any business owner could be forgiven for believing that social media is the be all and end all, the answer to all of their prayers.

Via Francesco Antonacci
Abbey Davis's insight:

There is no doubt that Social Media is the new hype of today's marketing strategy. Albeit very exciting and shiny - marketers need to be mindful that a lot of consumers still live outside the online social sphere and have no interest to be a part of it. I don't think original marketing strategies such as print advertising will ever be extinct - especially if your target audience includes consumers of an older generation. Even the younger generation is signing off from Facebook and other social platforms. @ashali89

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Penny Munro's curator insight, August 1, 2014 12:05 AM

Great article about how much noise can be found on social media and maybe facebook isn't the answer its pro-ports to be! 

Samantha Brown's curator insight, August 11, 2014 9:51 PM

This article places importance on not using social media as your only marketing outlet. (Don't put all your eggs in one basket) The facts are that not all people use social media and you may not be targeting equally valuable customers that do not use social media. Marketers must also consider other barriers of social media marketing that they might not have considered such as 'noise' that consumers will need to filter through and that may draw attention away from what you are trying to market. Facebook Edgerank which determines what content your fans or consumers may actually see on their news feed. Also the number of Facebook users is declining,and not all users log into their various social media accounts everyday. More focus needs to be put on other channels of communication, such as email possibly.

manisha mehta's curator insight, September 30, 2014 9:49 PM

This article looks how social media users are decreasing in some areas and that it should not be the only channel used in a marketing strategy. In the UK there are a declining number of Facebook users in the last 9 months. This is important for companies to have a strong IMC strategy which uses many different channels to attract targeted consumers in different ways as Facebook may not always be useful. this article also mentions that only 10-15%of Facebook fans will even have your posts show up on your timeline. this means that even with promotions and constant posts, the amount of clutter on social media sites such as Facebook means that it is harder to reach consumers. Therefore marketing agencies need to be creative and have a clear IMC strategy though many different communication disciplines to attract and retain your targeted consumers efficiently.