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Rescooped by JENNYHA from Program planning, objectives, budgets, measuring success
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Is Your Marketing Strategy Working? How to Effectively Measure Your Progress

Is Your Marketing Strategy Working? How to Effectively Measure Your Progress | MILESTONE 1 | Scoop.it
Image source: la.eater.com Whether you are a large chain of restaurants or a mom and pop neighborhood eatery, your marketing strategy is vital to t

Via Terry De Felice
JENNYHA's insight:

PLANNING & MEASURING SUCCESS

 

It does not matter how big or small a brand is, the utilization of integrated marketing in building a marketing strategy will always help in ensuring the success of the business.

  

Consumers usually do not respond a single strategy but rather, they respond to the utilization of several marketing strategies. Consumers are also exposed to a multitude of external factors that can affect their attitudes toward a brand. Without this knowledge, I think it is easy for business owners to become discouraged by the results of their initial marketing strategy. Strategies should work in synergy and while it is hard to control the external factors, I believe that any great strategy will have a positive influence.

        
The article suggests it is simpler to measure success with quantitative analysis rather than subjective. I agree with this as it is easier to measure performance with numbers i.e. make 500 sales today. Goals and objectives made need to be communicated to everyone in the business. As the article states, goals need to be realistic, otherwise it is unlikely that they will be met and people will become discouraged. Time frames need to be established i.e. when do we want this done by etc.

 

Budgetis force us to think efficiently and adopt the best elements of a strategy to fit and maximize the budget.

 

The last and most important point I feel the article makes is that a marketing strategy, no matter how good, will not immediately transform a business into an instant success. It takes time and consistency and businesses need to understand this so as to not become discouraged.

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Wenjing Zheng's comment, August 21, 2013 10:32 PM
this article clearly explained the importance of having objectives for a company to measure the brand performance, and a great discussion on smart model.
Enele Westerlund's comment, August 22, 2013 5:40 AM
You raised a good point on how consumers don't tend to response appropriately to single directed marketing strategies, and that it is more feasible to target consumer awareness with various marketing activities. Definitely agree with the point that marketing strategy can be good and still not yield instant revenue. The article is definitely right about it being very difficult to measure return on investment with most marketing programs.The points outlined in it help pinpoint the aspects of good marketing objectives and how budgeting isn't the only important factor.
Markus Schobel's comment, August 22, 2013 7:08 PM
I enjoyed reading this article, for companies they have to realize that your business can;t be sustatinable if you dont have clear objectives and goals
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Excuse Me, There's a Digital Hair in My Print Media Soup

Excuse Me, There's a Digital Hair in My Print Media Soup | MILESTONE 1 | Scoop.it

Hear about some of the problems brands are having (and why they're having them) integrating digital and print media.

 

As inbound marketers, we're really into digital media. We believe in the merits of channels like Google, Facebook, Twitter, LinkedIn, and the whole wide interwebs for marketers and business owners to spread their message, and generate leads and customers.

 

That doesn't mean, however, that we're vehemently against any print media. On the contrary, we see value in any marketing channel that can deliver ROI. It's just often harder to prove the ROI with print media because, well, there aren't exactly tracking tokens in your Sunday newspaper.

 

That's why we're totally on board with marketers merging digital and print media to try to get the best of both worlds when both worlds work for them. Problem is, some marketers are kind of losing sight of the whole point of this "integrating print and digital media" thing. The result is something that ranges from a plain waste of money (bummer for you, mildly annoying for me) to a complete and total intrusion that makes me long for the days when all I had to do was breeze past the slew of boring ads filling up my favorite magazine. Here's what I'm talking about ... consider these cautionary tales if you're venturing into integration territory.

 

Continue Reading... 

JENNYHA's insight:

INTEGRATION

 

Marketing messages need to be consistent across all areas of a brand in order to form a collective unit. Once everyone has a shared vision, the message can then be communicated to the consumer. Similarly, the same messages and themes need to be translated across all advertising and promotional work. This integration allows brands to be portrayed as consistent and reliable.

 

Sometimes brands try to keep up with consumers by being ‘tech savvy’ by making use of all the latest technology. However, this is not always necessary and can be confusing.  The article praises QR codes but personally, I have never used a QR code and don’t see the value it has on the back of my can of baked beans. As the article suggests, online integration is now seen as a necessity but that doesn’t necessarily mean that traditional forms of advertising have become obsolete. It just depends on researching and understanding what works for that brand.

 

The article suggests that a brand’s marketing should always be loveable. Nowadays, brands try to capture their consumers’ attention by catching them off guard. This can be irritating and, if it is continues, can damage brand equity. Ads that people love usually circulate across the internet. Consumers are always sharing content with one another and a really great ad will always be noticed.

 

Effective integrated marketing does most of the work for the consumer. The consumer’s call-to-action should require very little so that they don’t become unmotivated. If the consumer needs to ask ‘how do I do that’ or ‘where can I find that’ then the message has not been effectively integrated into the brand’s advertising or marketing strategy.

 

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Enele Westerlund's comment, August 20, 2013 6:52 PM
I enjoyed reading this article. It seems most marketers and advertisers are aiming for the wow-factor in modern times, often failing at that, rather than a solid integration of marketing materials. Your second paragraph in your insights is accurate with how most consumers view marketing ploys - it may seem up to date with technology but the message doesn't always get across as "consumers have gotten ridiculously good at filtering things out" (as said in your scooped article).
Wenjing Zheng's comment, August 21, 2013 8:03 AM
“. Nowadays, brands try to capture their consumers’ attention by catching them off guard. This can be irritating and, if it is continues, can damage brand equity. ” i am total agree with your opinion, even though technology is an efficient way to spread your brand all over the world, but sometime an over used or a wrong way to use it , can destroy the brand equity.
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Marketing Lessons From the Kardashian Family | Social Media Today

Marketing Lessons From the Kardashian Family | Social Media Today | MILESTONE 1 | Scoop.it

The Kardashians are social media marketing and branding superstars. Here's how you can Keep Up with the Kardashians on your own social media networks....

 

Love them or hate them, the Kardashian family knows how to market themselves. Okay, so they have a reality TV show, or four, that helped propel them to the highest levels of fame. But they are still social media marketing and branding superstars. So here's how you can Keep Up With The Kardashians....


Via Jeff Domansky
JENNYHA's insight:

CONSUMER ENGAGEMENT
 

With the rise in popularity of reality television, the Kardashian family have successfully transformed themselves into a powerful brand. Everyone knows who they are and whether you like them or not, you cannot deny the influence they have over their fans/consumers.
 

The article highlights that the key to the Kardashians’ success has been through keeping their fans happy and engaged.
 

The most prominent strategy the Kardashians have utilised in order to do this is through engaging with their consumers over social media sites. As the article explains, the Kardashians constantly post content on these sites to keep their consumers from forgetting about them and, consequently, continuously keeping them on their minds. It also exposes the brand to potential consumers using those social media platforms, increases awareness and encourages brand building.
 

They make their consumers feel valued by giving their fans shout outs. This lets their consumers know that they are actually listening. When a company shows their customers that they care and engaging with them, brand loyalty grows.
 

Consumers are becoming increasingly attracted to visuals. Pictures have the ability to command attention that words can sometimes fail to achieve as consumers lose interest or just do not have the time to read a wordy post. The Kardashians know what their consumers’ activities are, and have a strong presence across a range of visually based social media platforms, such as Instagram. 

By applying consistent brand messages over a range of social media sites (and other media such as their television shows), the Kardashians are the perfect example of how integrated marketing can help turn people into a brand. 

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Wenjing Zheng's comment, August 21, 2013 10:40 PM
the Kardashian family used the social media to shows they care and engaging with consumers.Knowledge of branding will help improve a company’s brand perception to be easily distinguished from other similar or competitive brands, and to generate the level of awareness and interest a company is capable of and Kardashian ha done this very well.
Samara Paxton's curator insight, October 2, 2014 6:42 PM

The Kardashians use their brand to engage their customers, and make them feel as if they are included. By communicating with their fans, it shows them that the 'brand' cares about them, and that their opinion is being heard. This is largely beneficial to the Kardashian Brand, as it ensures that they have loyal and repeat customers, all via a tweet. 

 

Laura Diamond's curator insight, December 28, 2014 6:54 PM

Although it pains me to scoop the Kardashian family are social media trending gurus. Since they all basically became famous for doing nothing this family relies on their fans and social network to keep the millions coming in. Between the reality shows, their marketing for brands they endorse, their own clothing/accessory brands etc the family are some of the best in the world for getting their network across the table.

Rescooped by JENNYHA from Radio Show Contents
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So THAT'S why you can't resist those new shoes: Scientists discover emotion and value are handled by the same part of the brain

So THAT'S why you can't resist those new shoes: Scientists discover emotion and value are handled by the same part of the brain | MILESTONE 1 | Scoop.it
Scientists from Duke University have found that this shared link confuses us makes us more likely to impulsively buy things even if we don't need them or can't afford them.

Via R Murali Ramasamy
JENNYHA's insight:

 

EMOTIONAL RESPONSE

 

Finally, this article proves how we can be swayed so easily by our desires when making a purchase. Emotional responses occur at a subconscious level in the same area of our brain that perceives value.

 

When we come to making purchase decisions, we go through the consumer decision-making process by doing our research and evaluating our alternatives etc to come to a decision. However, when we actually get to the point of purchase, we can find that we make a completely different decision. This can be due to external influences that create emotion at the point of purchase. We want to make rational decisions, but we generally don’t. This highlights how we don’t always do as we feel and that we form our attitudes from our behaviour.

 

This can be ideal for emerging brands that rely on consumers to be easily distracted from attractive stimuli. For large and important purchases, however, it is important to think rationally and not let emotions cloud judgement.

 

This research also reinforces what advertisers have always known – consumers are more likely to value and pay attention to emotionally charged advertising. These emotions can be translated back to the value of the brand and how consumers feel when they think of this brand.

 

Integrated marketing should create an emotional response in consumers as emotions can create value in consumers’ minds. 

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Enele Westerlund's comment, August 20, 2013 6:58 PM
I find myself in the same situation most of the time as well. All the research and background information gathering can amount to nothing at the point of purchase due to a re-valuing on the spot. Haha. Emotional response definitely seems like a required ingredient in advertising - and reading the your insights, it doesn't have to be positive emotion. It can be an anti-ad providing a negative emotional connection with a viewer as to not encourage certain brands or services. I guess, the only question I'd have is whether an ad (i.e. tv commercial) be successful even if it is neutrally emotion orientated?
Wenjing Zheng's comment, August 21, 2013 6:58 AM
It is quiet interest to read this article, I found out that “weakens our ability to make impartial judgements about economic value over desire and makes us more likely to impulsively buy things even if we don't need them or can't afford them. “ this situation is happened on everybody. Also from reading this article we can also understanding the important of consumer’s emotion leads consumption of the product. I am agree with Jenny’s opinion about the external at influences that create emotion at the point of purchase.
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Bill Gates Throws Shade At Google For WiFi Balloons In Africa When People In Are Dying Of Malaria

Bill Gates Throws Shade At Google For WiFi Balloons In Africa When People In Are Dying Of Malaria | MILESTONE 1 | Scoop.it
“When you’re dying of malaria, I suppose you’ll look up and see that balloon, and I’m not sure how it’ll help you.”

Via James
JENNYHA's insight:

BRAND MANAGEMENT

 

Google has plans to launch blimps to deliver wireless internet to emerging markets, such as areas in Africa.

 

Their innovative efforts have received scrutiny from some in the public. However this article tells how perhaps even the most successful man in the world, Bill Gates, thinks Google’s idea is stupid.

 

Bill Gates is seen as an expert in his field and a credible source. Therefore, he can be considered an opinion leader. His opinions have great influence over consumers and the public. Having such a force disagree with their idea is not ideal. Google needs to take immediate action in combating the criticism received.  It is likely that many of Google’s consumers share Gates’ views or that Gates has been able to persuade them to form similar beliefs.

 

Google need to understand what is being said and respond where appropriate to maintain their desired brand image. They should manage their brand effectively and emphasise that the brand, as a whole, has achieved great successes in the past and is still reputable. Negative reviews help bring to light areas in which Google can improve their product. In order to avoid further disapproval, the company should make improvements to their product or showcase why it is a brilliant idea.

 

The article also points out that Google’s target market for this product are low-income countries. The company is trying to help further emerging markets however, these consumers probably do not have a desperate need for internet. Google need to understand their consumers – what their activities are, their geographics and psychographics – in order to successfully engage with them. 

 

It is vital for any company to respond to bad press by incorporating integrated marketing communications and dealing with issues swiftly and effectively before any damage to brand equity is made.

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Enele Westerlund's comment, August 20, 2013 6:27 PM
Although I see benefits and thinking behind Google's campaign to build wireless internet blimps in Africa, it is definitely a strategy that could have an impact on Google's brand and reputation in such a place as Africa, especially if Bill Gates swayed viewers in seeing more devastating side of a lost opportunity (i.e. malaria aid). Your insights are spot on, especially where Google needs to respond appropriately to maintain their brand image, even if there is nothing wrong, and everything right, with providing internet an such a way to third-world areas.
Wenjing Zheng's comment, August 21, 2013 7:20 AM
I am agreeing with your opinion that “Google need to understand what is being said and respond where appropriate to maintain their desired brand image. “ it is really important for a brand to know that a positive image of the brand is necessary. Consumers are smart they know what they are expected to get from you, once you show the negative review of your brand, it hard to get consumer back. So it is important for you to understand your consumer’s want and need.