IMC - Milestone 2 & Consumer Engagement
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Six examples of effective multichannel marketing campaigns

Six examples of effective multichannel marketing campaigns | IMC - Milestone 2 & Consumer Engagement | Scoop.it
There are just two days left to get your entries in for our new digital marketing and ecommerce awards, #TheDigitals, so to give some last minute inspiration I've rounded up six examples of effective multichannel marketing campaigns.
Julie Tarm's insight:

In this article, it shows us six examples of business who have successfully used multichannel marketing campaigns. It shows us how each company has successfully integrated all types of media in the campaigns and the different varieties of how the connected with their consumers. The article shows that in order to have effective multichannel marketing, the methods would includes ones that are innovative and creative to capture the attention of potential consumers that are exposed to the multichannel marketing. 

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Wendy Pham's comment, September 25, 2013 2:37 AM
I agree with you that to have effective multichannel marketing, the methods would include ones that are innovative and creative to capture the attention of potential consumers that are exposed to the multichannel marketing. The article included 6 examples which illustrate the readers how the businesses have used difference types of media to engage with their customers. This article is very useful as it contents examples which is easier for people to understand the benefit of using multichannel marketing campaigns.
Jayde 's comment, September 25, 2013 8:46 AM
This article takes a short and sweet look into six businesses and their successful endeavours of multichannel marketing campaigns. It links them all together by noting that they all carried out their campaigns through an array of media forms. Also linking these companies are where they are based, Britain. Although this article was a good read, it would have been nice to have a comparison on how a company successfully went about a multichannel marketing campaign in say Japan.
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | IMC - Milestone 2 & Consumer Engagement | Scoop.it
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...
Julie Tarm's insight:

This article talks about the importance of developing an effective marketing communication mix and what should be included in it. As stated in the article, in order for it to be effective, a business should include various forms of advertising, sales promotion, public relations, direct marketing and interactive marketing. Using every one of these are not necessary but using them all will ensure that a business does well in the market. The article then breaks down further what factors are important, such as target markets, communication channels, cost estimates and the measuring of results. Using these four factors correctly can lead to developing an effective marketing communication mix that will help ensure that the objectives are being met.

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KwanHyun Hong's comment, September 24, 2013 7:27 AM
Article is about when create communication mix, four aspects are important to the marketers to consider. First is the target customer, marketers have to know who will likely to buy the product and find out what your target customer reads, listens to, views and trusts among all the media outlets you have available. Second is communication channels, choose effective channel that will carry the message out the best. Third is cost estimates, estimate the total cost of your marketing campaign and last is measuring, it is how effective three factors above to the communciation.
Wendy Pham's comment, September 25, 2013 2:23 AM
This article suggested that a business need to have some difference types of advertising, sales promotion, public relations, direct marketing and interactive marketing. Business needs to use those effectively in order to achieve a good position in the market. Moreover, the article also provided 4 important components that are used to develop an effective communication mix. Those components are target markets, communication channels, cost estimates and the measuring of results which will help the business to reach its goal easier. This is a good article for who are interested in marketing industry as it provided the readers a lot of important information.
Wonyoung Kim's comment, September 25, 2013 6:50 PM
This article shows a great understanding of effective communication mix and would be a great read for any marketer. It talks about the four aspects of the marketing mix to consider which the target customer is, communication channels, cost estimates and measuring. It states that a marketing mix can be created from a combination of sales promotion, advertising, public relations, direct marketing and interactive marketing. The article also states the importance of choosing a channel based upon what the marketer is offering, such as, if designer gear was being sold, a glossy ad may be appropriate and that is what the consumer may expect, rather than a cheap looking newspaper ad, which may be more suitable for a discount sale on goods.
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | IMC - Milestone 2 & Consumer Engagement | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.
Julie Tarm's insight:

With the power of the social media, direct marketing has become a relevant aspect when it comes to marketing. The growth of social media have encourage marketers to utilize this and interact with their consumers through it. The use of direct marketing is effective in the way it is related to marketing. As stated in the article, direct marketing tools can enable marketers to develop and enhance emotional bonds with individual customers and customer groups to grow the value of their custome base in real time. The fact that marketers develop that emotional bond with their consumers can create brand loyality which in return can generate more business for a company. Direct marketing is definitely relevant for any marketer and is a useful tool to use.

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Wendy Pham's comment, September 25, 2013 3:26 PM
Direct marketing hold a massive part in IMC. This article illustrated some statistic which can be used as the evidences for how the direct marketing effect the productivity of the business in a possitive way. There is a method for the brand to improve their relationship with customers that was mentioned in this article. With the developement of social media and modern technology, it is now easier for marketers to engage with their customers.
Wonyoung Kim's comment, September 25, 2013 6:51 PM
This article talks about the success of a direct marketing campaign that can have for an organisation, with the development of social media and other online media use. This is a way for brands to become personalized, which can improve connections between consumers and the brands. Also this article emphasizes the way in which direct marketing can reach on the go consumers with mobile marketing tools, and thus direct marketing is becoming a preferable choice of marketing as it is relevant to today's typical consumer's lifestyle, in which people are looking for things which make their lives easy.
Benjamin Finnigan's comment, September 25, 2013 8:44 PM
this article talks about how the growth of social media has increased the relevance of direct marketing for companies. social media allows brands to use direct marketing to target customers and create emotional bonds. When done correctly this can lead to huge profits for the brand.
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Developing Effective Marketing Communication Mix | eHow

Developing Effective Marketing Communication Mix | eHow | IMC - Milestone 2 & Consumer Engagement | Scoop.it
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.
Julie Tarm's insight:

This article looks at another way to develop a well and effective marketing communication mix. The most important step is to always identify the businesses target audience - this will help the business narrow down who they're targeting and do research on that market. The next step as shown in the article is to create the key message points and as the article states, these are the most essential points that a business needs to communicate with the audience. The third step is to identify the opportunities within the target market as this will lead to developing appropriate materials best suited for the market. The fourth step is to write out the plan as the business now has the key message points and the opportunities available within the market. The fifth step is to identify the tatics and the article states that this requires the business to align their strategies with the techniques that will best meet the objectives of the business. The tatics can be different types of advertising such as television, online and social media etc. If a business does all of these steps, this will ensure that a business is successful in developing an effective marketing communication mix.

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KwanHyun Hong's comment, September 24, 2013 7:24 AM
This article talks about key 5 factors of developing an effective marketing communication. First is to understand who your target auidence is, there is the ability to directly know the auidence characteristics such as demographics, age, habits and behaviours. Second is to develop and know the key message points as to what is going to be communicated to people, third is to know where and when is best to communicate to the targeted audience. Writing the effective marketing and communication plan is the best way to create the opportunities of the best way to execute the marketing plan. And last is to identify tatics which is necessary.
Jayde 's comment, September 25, 2013 8:17 AM
This article clearly states the key factors in creating an effective marketing communication mix. It notes the importance of target audiences and planning in order to execute the communication mix strategy effectively. Although this article clearly defines what it takes to create an effective mix, it does not state what mediums of communication are actually the most effective.
Wonyoung Kim's comment, September 25, 2013 6:49 PM
This is a simple article gives 5 steps in developing an effective communication mix for your brand. To have great brand equity, your communication mix must be organised well. This article talks about how you must identify the right audience and make sure audience understands your brands key messages which is done through a forms of communication such as In-flight article publications when targeting business executives. The article states one you have figured out how to capture you target audience you need to have a plan and tactic. This article is good for a basic read but is not good if you want a deep understanding of the communication mix.
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Advantages and Disadvantages of Direct Marketing

Advantages and Disadvantages of Direct Marketing | IMC - Milestone 2 & Consumer Engagement | Scoop.it
The term marketing implies the single goal of profit. It is categorized into two, direct marketing and indirect marketing and there is a significant line of difference between the two.
Julie Tarm's insight:

Like all marketing techniques, there are going to be advantages and disadvantages in the tools a business may use. In this instance, direct marketing has its advantages and disadvantages and this identified in the article. The article brings up good points on the disadvantages of direct marketing such as direct mailing - which most consumers do not like but this is dependent on the brand. A lot of consumers do not like having junk mail in their letterboxes and therefore do not pay attention to the products and services businesses are trying to offer them. Another disadvantage is email marketing and telemarketing, a lot of consumers disregard this and ignore it. Although there are disadvantages, there are some advntages which are of use for a business such as the involvement of direct business to consumers as their is no middle person and the business is dealing directly with the consumer and therefore creating a relationship with them. Businesses can also measure the responses that consumers give them regarding their offered products and services. As the article states, direct marketing can become successful only if the entanglements with the consumer are good as it can measure exact consumer response.

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Jayde 's comment, September 25, 2013 8:30 AM
As you stated, this article discusses both the advantages and disadvantages of direct marketing. The article doesn’t seem to take a side on whether or not direct marketing is useful, but allows the reader to further their knowledge and come up with their own examined opinion. I’m properly not alone in saying that that isn’t generally the norm.
Bridget Cashmore's comment, September 25, 2013 9:29 PM
A very informative article, which highlights the advantages and disadvantages of using direct marketing, compared to indirect marketing. It states that the major disadvantage of direct marketing is a negative reaction from consumers, resulting in irritation and inconvenience. I feel this is very true, and only true loyal consumers will read and respond positively to this approach of marketing. If the consumer does not purchase often from the brand, then it is more likely to ignore any marketing materials i.e. emails, flyers, phone calls etc.
Charné Olivier's comment, September 25, 2013 11:25 PM
I liked how this article provided a list of the advantages and disadvantages of direct marketing. I was surprised to learn that there was so many disadvantages of direct marketing than there was to advantages. I liked how a description was made for each direct marketing channel and then sad what each channels disadvantage was. Overall, this was an interesting read how ever i felt more could have been said to close the article with, just to sum it all up.
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Customer Engagement is Important in Today’s World - YNG Media

Customer Engagement is Important in Today’s World - YNG Media | IMC - Milestone 2 & Consumer Engagement | Scoop.it
According to modern business approaches, positive interaction with clients and customers is important, as it can effectively build a long term relationship, between the company and the consumers.
Julie Tarm's insight:

This article explains the importance of consumer engagement and how it's a key aspect for any business. Maintaining a relationship between the customer and business is important and will help a business succeed as stated in the article "According to a customer engagement study conducted by the Business Marketing Association around 72% marketers all over the world consider effective customer engagement as the top most priority for the success of the business organisation" Engaging with a customer and maintaining a relationship with them is a great benefit for any company.

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KwanHyun Hong's comment, August 4, 2013 6:28 AM
According to this article, I think building a long term relationship between the customers and the companies are really important by providing with smart services and quality products to keep retaining the customers because the cost of acquiring and attracting new customers is much greater than the cost of retaining the customers, also without retained and satisfied customers, it is hardly that business are able to success. As stated in article, “It is true that there are some companies, who can survive with unhappy customers for some time, but sooner or later they have to face the judgment day, and shift their business to some other places or leave that forever”.
Jayde 's comment, August 15, 2013 11:26 AM
Customers are everything to a business as, without them, you would have no business. This article explains that great customer engagement is a vital ingredient in the recipe of a successful business. Customer engagement means the customer directly interacts with a brand. This is done through many mediums, such as, social networking sites, targeted campaigns and face-to-face contact with the customers.
Wonyoung Kim's comment, August 19, 2013 5:53 AM
I agree with this article. Enable to have or make a long-term relationship business needs to have positive interaction with their clients and customer. Therefore, business should act to build up their brand reputation and need to develop their long-term relationship by engaging with consumers.