Integrated Marketing Communications
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Rescooped by Orlando Werffeli from Week 7; The power of ideas, integration across all media!

Bringing It All Together:  Four Examples of Integrated Marketing Campaigns

Bringing It All Together:  Four Examples of Integrated Marketing Campaigns | Integrated Marketing Communications |

Via Jillian Hor Maelynn
Orlando Werffeli's insight:

This is an insight into Renee Cook's article on Four Examples of Integrated Marketing Campaigns. I found this article to be very beneficial as it compared very different markets (food, clothing and dinning) and showed there use of integration marketing both online and off line. These brands would use all types media (cinema, newspaper, magazine, PR and social media) to engage with consumers. The brands all shared the idea of spreading one simple message across all these types of media which was directed at their target market. Consumers were able to identify advertisement in the public and then engage with it online via social media. Can you think of any brand within New Zealand who have used integrated marketing recently?

Ashleigh Nicol's comment, September 26, 2013 10:15 PM
I like this article, it depicts four large companies and how they have integrated their different marketing functions to create a successful, well known brand. The consistent ideas and message make it easier for the consumer to relate to the brand and recognize the brands.
Klaudia Lewis's comment, September 26, 2013 11:38 PM
This article draws attention to four major brands who have had successful marketing campaigns. After reading this article I discovered three out of four of these brands have one thing in common, they utilize and employ T.V commercials as a means of advertising. Even though these brands are all different they each convey consistent messages that are clear, which is vital in integrated marketing communications.
Reece Gorinski's curator insight, May 7, 2014 4:39 PM

The article gives the good point of how IMC integrated campaigns are doing very well in many ways. Brands have effectively achieved customer appeal with advertisements reaching from TV ads to social media and offline methods such as newspapers and magazine articles. These methods are very effective as they all portray the same message within all of the advertisements. If these were different consumers would get lost and have mixed emotions on the brand.

Rescooped by Orlando Werffeli from Topic Eight!

7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles

7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles | Integrated Marketing Communications |
There are 7 reasons why your company should be using direct marketing to reach your audience and generate leads and you’ll find them in this article! (Learn about the benefits of direct marketing from this recent blog post on Consumer Engagement Now.

Via Amy Davidson
Orlando Werffeli's insight:

This is an insight into Hunter Bickford's article on the 7 Benefits of Direct Marketing. Mr Bickford reminds the reader of the many types of direct marketing, they may be via social media, emails, phone operated or even physical mail. He suggests that direct marketing is extremely beneficial to any company or organisation involved in highly competitive or digitalised environments. The author then goes into the beneficial aspects of direct marketing to insure the reader of potential success. Firstly you're able to communicate promotions and offers to customers of interest, experiment with new markets, direct marketing is cost effect compared to that of other types of marketing, there is potential to build personal contacts and connections, target specific consumer groups, allows direct feedback and finally the results are more quantifiable assisting in the planning of future campaigns. At time direct marketing can be overlooked for its potential as it is a basic technique but is important to remember the benefits of a traditional type of marketing. Are you able to think of any types of companies that are using direct marketing effectively? 

Hendy Han's comment, September 26, 2013 9:05 PM
Great article Maggie. I agree with your insight. Direct marketing is one of the most effective on-going marketing tools that many successful company still using. The most utter advantage of using direct marketing is the chance to be physically and mentally presence for your potential or existing customers.
Holly Adams's comment, September 26, 2013 11:55 PM
@yuhang. great article choice here for describing the 7 benefits of direct marketing, helped me understand and think about how a company would particularly impart this. For example building personal connection is a great way to get feedback and therefore improve your business. An example of allowing this to happen would be to have you floor staff (the people talking with other people) understand the importance and bigger picture of their job. Many people at this level feel worthless to the company but they are actually one of the most importance as they built customer relationships and help build a perspective of the brand and it's name.
Shichi Zhong's curator insight, May 14, 2014 12:29 AM

The main 7 benefits are:

1. talk about your offers directly with the customers

2. experiment with new markets

3. Direct marketing is more cost-effective 

4. build personal connections

5. focus on specific groups

6. provide direct feedback

7. results are quantifiable


Those 7 benefits can be used for any direct marketing such as Direct Mail marketing and Direct Response Marketing.

Rescooped by Orlando Werffeli from Milestone 3: Effective Communication, Integration across media and Direct Marketing!

Developing Effective Marketing Communication Mix | eHow

Developing Effective Marketing Communication Mix | eHow | Integrated Marketing Communications |
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.

Via Erica George
Orlando Werffeli's insight:

This is an insight on Karen Johnson's article, Developing Effective Marketing Communication Mix. I felt this article was very insightful on creating a marketing mix that was integrated with specific elements. Johnson raises five key steps in the development. The first two are a real focus on integration which are to identify your target audience and create key message points. Step there 'identify your apertures' or opportunities i found this step valuable as not many companies will make the most of the opportunities they can take. Step four and five also require a strong understanding of the importance of integration, 'write your plan' and 'identifying your tactics'. These steps need to all link in together to create a marketing mix that is direct and precise for ultimate success. Do you feel any other steps or considerations should be added?

Elaine Li's comment, September 27, 2013 1:07 AM
Great insight. I think this is a great article in relation to our week 6 coursework because it gives a great develop on how to set up an effective communication mix. In order to implement a good strategy through the marketing promotional mix, there are five steps listed:
1. Identify your target audiences
2. Create your key message points
3. Identify your apertures
4. Write your plan
5. Identify your tactics.
As long as you follow these steps, marketing communication mix will not be a problem to your business anymore.
Swati Tiwary's curator insight, October 2, 2013 9:48 AM
This article outlines the importance of developing an effective marketing communication mix. effective communication with consumers is vital for any business. This part comes under the promotion part of the marketing plan. It is important to have a variety of communication techniques as the target audience for every product is diverse. This articles states 6 ways of developing a good communications mix: 1) its important to have identify the target audience: this can be done by a good extensive research. The target audience needs to be further segmented into categories such as current customers, prospective customers and early adopters 2) Create your key message points: it is important to pin point the key messages that the company wants to impart to the consumers 3) Identify your apertures: it is important to find out the opportunities or openings to reach their audience. For example if a company wants to reach school children then they need to make use of a classroom 4) Its important to write the plan: Writing the plan in a clear and concise manner is important. They key objectives and the plan to fulfill them is important so people have clear guidelines to follow 5) Identify the tactics: tactics are important to meet the overall objective. Its good to use tactics that would appeal to the target audience. Effective communication is vital for integrated marketing communications. communication is not a straight forward or a single dimmentional thing. Its multi faceted just like the market and its consumers. hence it is important to have a mix of different communication strategies to cater to all the different segments of the target audience
Rachel Chen's curator insight, October 3, 2014 12:10 AM

It is a really good base for entrepreneurs and marketers in new startup businesses, as well as organisations who wish to increase brand awareness across a wide audience. It’s first important for any firm to identify its target audience with the use of demographic factors like age, buying habits and any other habits relevant to the organisation. It’s also important to create a key message with the direct information that is going to be communicated to the customers and target audience. This basic process will be the keystone to implementing an effective communications mix and highly recommend using it as planning tool for planning your promotional approach.

Rescooped by Orlando Werffeli from Emotional responses, consumer behavior; Program planning and budgeting!

Powerful yet often overlooked: emotional response

Powerful yet often overlooked: emotional response | Integrated Marketing Communications |
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou  I’ve discussed that communication is essent...

Via Mike Kirkwood, Connie Guan
Orlando Werffeli's insight:

A great article and analysis on ‘Power yet often overlooked: emotional response’ written by Paramita Mohamad. This article really builds on the importance of incorporating emotional response and aspects to a company’s marketing campaign or advertising. Paramita Mohamad starts the article of by identifying a flawed issue in the traditional/ classic model of advertising – attitude – behaviour as he states today’s there is little evidence that states advertising will change ones attitude. From then on Mr Mohamad introduces a new up to date advertising – salience – behaviour and mentions how salience is effected through emotion and how emotion not only demands more attention from a consumer but also creates brand association. He then states the common question of ‘what do we want the audience to remember’ need to be evolved to ‘what do we want the audience to feel’ as this truly creates brand recognition. If we can create a clear idea or objectives to a change in behaviour and link that behavioural change to emotion success is close as emotions will defiantly drive behaviour.  What are your thoughts? Are you able to identify brands that have used emotion successfully like Coke have to Happiness? 

Sophie Batten's comment, August 21, 2013 11:48 PM
What Teagan states in the article is very interesting. so many brands strive to have a brand that has un-forgetable logos and slogans. However it is not just having an eye catching logo or slogan. It is simply making the consumers feel emotion and feel connected to the brand.This is what consumers remember, they remember what interacted them with the product. Tegan states that the article contains information on brand on how to do that which is great because it is a very important skill in marketing.
renaychand's comment, August 22, 2013 8:28 PM
i agree with tegans insight here, this article covers very well how emotional responses are important but over-looked most of the time. I like how tegan mentions "advertisers use a lot of aspects to use to gain an emotional response" this is a very true statement and enhances the whole idea of the article as emotional responses have a large impact on the buyer decisions and if it is over looked then this key element may suffer or not work.
Sam Howard's comment, August 22, 2013 10:13 PM
I find this take towards marketing interesting, often they trigger an emotional response but in some cases they take it too far and all you can remember is your response and not the product. However, they used the example of Rolex aligning themselves with champions, which creates a emotional response that if I have a Rolex that I then become of champion status, an idea of marketing which if down well i can imagine would be hugely successful!
Rescooped by Orlando Werffeli from Latest Social Media News!

How to Build a Strong Brand - Make your ideas Art

How to Build a Strong Brand - Make your ideas Art | Integrated Marketing Communications |
The importance of branding in the modern corporate world is undisputed.

Via Gerrit Bes
Orlando Werffeli's insight:

The informative article ‘How to build a strong brand’ is written by Author Spyros Thalassinons it’s a well organised article which focuses on the importance of brand and how a strong image is created. Thalassinons has done this within three stages relating his ideas to both large and small business.

The first phase of Thalassions article is Brand Identity. Brand Identity is all about how you visually want to be seen by your customer base this includes having all your logo design, website and print collaterals like your business cards, stationary, magazine advertisements and promotional material so they all coincide with each other speaking with a strong an unified voice. This will boost brand recognition and the strengthening of customer loyalty. Furthermore forming differences between your competitors. Coming in Secondly the Author focuses on brand strategy which can be related to your Identity by having all your forms of promotional, advertising and ideas working together to reach one unified goal. Finally Thalassions phase of branding and the implementation of branding identifies the importance of both online and offline promotions that support your image (a healthy, approachable, friendly and customer orientated company). Including statistical information on promotion in this article is beneficial to the reader as it points out the importance of not over whelming a consumer with promotion but rather using 20/80 (20% company promotion 80% beneficial information to the consume).

Other ideas to include could be the possible branding of people as ambassadors of the brand insuring they are also fit into the unified image.

Tegan Gutry's comment, August 21, 2013 2:18 AM
Brand image is so important and vital to a company as it will be the maker or breaker of a brand/product they want to launch, so making yourself different from everyone else and your competitors plus enhancing why the consumer should buy your product is key to a successful brand. This is not an easy task tho and takes time, but with a good team behind you and thorough research will help make this task a lot easier and understanding what your brand is and represents
Alana Caldwell's comment, August 21, 2013 9:01 PM
I also agree that brand image is an important factor and a key aspect for any company as it creates brand identity to help influence your consumers. For any marketer brand image or brand loyalty are the main ideas focused when advertising a product because i personally feel is that you need to build a relationship with your consumers so for example the influence of word of mouth can help marketers create a positive outlook on their product/service.
Didia Carvalho's comment, August 22, 2013 11:35 AM
I also agree that brand image is important to a company and it also the master of the company as well. The brand name can influence different common on the brand. Develop a good brand name need to take a long time. A good brand name not only let customer to remember the brand but also let the business stay on top in today competitive market. I agree with Tiffany that staff also very important to the brand. which the staff can understand the business product and the business objective. Staff can virtually help the brand to give the first impression to the customers.
Scooped by Orlando Werffeli!

4 simple steps to improve consumer engagement

4 simple steps to improve consumer engagement | Integrated Marketing Communications |

Brands that don't understand online behavior engage with consumers at the worst times. Here's when customers are ready to shop and how to best connect with them.


Brands live and die by their ability to understand and target consumer behaviors. When digital marketing strategies align with consumer online shopping behaviors, it's a major accomplishment for brands eager to capture their share of the digital marketplace.


The catch is that marketers often base digital spend on assumptions and perceived consumer behavior rather than the actual ways consumers interact with brands online. As a result, investments designed to improve consumer engagement -- email promotions, social media interactions, mobile spend -- frequently miss the mark, compromising the brand's ability to connect with the right consumers at the right times.


The misalignment of brands and consumers is even more relevant during the holiday shopping season. For instance, a recent study showed that half of consumers are influenced by social media when making online purchases, but only 8 percent of Facebook campaigns and 4 percent of Twitter campaigns focus on money-saving promotions. Unless big brands effectively calibrate their marketing strategies to align with actual consumer behaviors, it's unlikely that they will be able to achieve holiday sales targets -- not to mention sales goals for the rest of the year.


Continue Reading .... 

Orlando Werffeli's insight:

This is an insight into Michael Fisher's article on 4 Simple Steps to Improve Consumer Engagement. Mr Fisher reminds us that brands live and die on the ability to understand and target consumer behaviours. Firstly the author reiterates the importance of understanding shifting consumer behaviour he relates this theory to the growing trend of online shopping and using statistical information to back up his ideas. He suggests that retail brands to identify key shopping times and focus their direct communication at appropriate periods as consumer are becoming more likely to shop online, retailers should direct their marketing communications at appropriate times rather than sending their emails in the morning when consumers are less likely to shop. Michael Fisher gives the reader four tips to increase consumer engagement there are to plan early, before key shopping periods start. Segment your audience, consider timing and leverage mobiles as they are becoming a key tool to online shopping. Besides retailers what other types of brands can use these effective tools to increase consumer engagement.

Joly Yuan's curator insight, September 26, 2013 10:37 AM

This article is mainly about specific consumer engagement, referring to the online retailers. The article states how to improve consumer engagement when digital marketing strategies align with consumer online shopping behaviors. It is suggested that the best ways to improve consumer engagement is to have the right timing with the right consumers. Then the author indicates that there are four useful steps to improving consumer engagement. Firstly, it is better to start early to promote specials, discounts, and exclusive offers to consumers. Secondly, bands need to segment their consumer, and send more frequent and urgent messaging to reminder audiences to shop with us. Thirdly, the marketers should understand when the right time for consumer online shopping. Lastly, marketers should interact with the consumer on mobile more frequently. In my opinion, this article is really helpful for understanding ways in which businesses can improve consumer engagement.

Kimberley Mar's curator insight, March 18, 2014 7:10 AM

This article reinforces the importance of improving consumer engagement for a brand. The survival of a brand is based on understanding and targeting consumer behaviour, which are vital to comprehend in order to maximize your brand's potential. For instance, online brands need to align their digital marketing strategies with consumer online shopping behaviours in order to capture a share of the digital market place. In order to do so, marketers need to understand the 'actual' ways consumers interact rather than make assumptions or perceptions of consumer behaviour. From this article I have extracted 4 concepts that a company could perform in order to improve their ability to engage with consumers via online channels of marketing: 1) Start Early, in relation to emailing promotions and including free shipping options, discounts and exclusive offers which will drive purchase decisions. 2) Segment Audience, by targeting shoppers with frequent and  urgent messages that have deadlines for offers in order to avoid message fatigue. 3) Consider Timing, relates to the release of the promotional material at specific times of the day when consumers are most likely to be online. By understanding these consumer buying patterns, marketers are able to establish a system that will release promotional materials at peek hours. 4) Leverage Mobile, will take advantage of the constant use of the mobile phone by enabling consumers to view messaging and interact with the brand via online platforms accessed via their mobile. High levels of consumer engagement are vital for the survival of a brand and once achieved, allows for comprehensive and consistent marketing strategies to be implicated. In conclusion, by aligning digital channel promotions with the real-world consumers behaviours, in the long term result in increased return of investment and establish strategies that deliver results. 

Shichi Zhong's curator insight, May 14, 2014 12:21 AM

Good article and very clear points. It mentioned that social media is now a very important tool to develop consumer engagement. I agree with this opinion, most people now choose online shopping rather than go to the physical stores. This is actually a marketing change from physical to online model. If companies want to improve consumer engagement they should pay more attention to social media area and online sale model. This is the future marketing key element. The author talk about 4 steps to improve consumer engagement,  these steps can truly help marketers to develop the market well via social media tools and therefore gain the consumers

Rescooped by Orlando Werffeli from Week 7; The power of ideas, integration across all media!

Effective multichannel marketing campaigns

Effective multichannel marketing campaigns | Integrated Marketing Communications |
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.

Via Jillian Hor Maelynn
Orlando Werffeli's insight:

This is an insight into David Moth's six examples of succesfull multichannel marketing. This article was diffrent to the previous as it gave many real life examples with indepth explanation into the success of their campiagns, there were obvious connections that affected the succes they were the prime use of social media to effectivley involve consumers these companies also used other formes of media to create a direct connection with consumers but also an experiance. Are there any other aspects of successful marketing? If so, can you think of any other companies with successful marketing campaigns? 

Jacinda Alexander's comment, September 26, 2013 8:21 PM
I enjoyed reading this article about effective multichannel marketing. This article has discussed 6 companies that have used multichannel and have become successful. I agree with Victoria that by using various different marketing channels it will gain consumers attention and therefore the target market will work effectively.
Josh Leuenberger's comment, September 26, 2013 9:43 PM
@Curtis Milner I still think that integrating with consumers on a personal level is an extremely affective way of building a relationship with customers. Where customer response is involved, customer response can dramatically improve aspects of a product or service. A business may have an idea of how to develop and market a product. But may not specifically have a product or service that is attractive to a consumer. But a customer response can help with the improvement of this issue as the response or feedback can help adjust specific aspects of a product. In the end direct marketing can be the most affective way of gaining customers as it is something that the customer is most likely to want and therefore making it a successful idea.
James Bradley's curator insight, September 30, 2013 7:38 PM

This article showcases applications of how brands have used innovative ideas incorporating digital aspects of communication with physical presence to create a more rewarding experience for consumers. In doing so, these brands have created value for consumers while also increasing the coverage and brand equity through the campaigns mentioned. These campaigns successfully engaged consumers which created a creative way to communicate with each consumer participating but also the social network which consumers engaged with throughout the campaign.

Scooped by Orlando Werffeli!

Invest in Your Success: Strategic Planning for Small Business

Invest in Your Success: Strategic Planning for Small Business | Integrated Marketing Communications |
By taking the time to invest in a strategic planning process, you're saying, “I am ready to take this business to the next stage of success.” Get started!
Orlando Werffeli's insight:

This is a great article Written by Clate Mask, a well established business man with plenty of experience. Mr Mask’s focus in this article is on the success of a business which includes ‘Planning, Objectives, Budgets and measuring successes. His article was really valuable to me as I one day hope to be working for myself and building a company that has strong growth. Masks starts the article off by enforcing the importance of articulating your vision as a company, what is the purpose of my business? What are our goals? This is incredibly important and links in with integration of a company so we are all headed for the same goal with the same idea. However in slight controversy I also feel it is important to allow a company to grow in an organic sense as long as it is measured, because you may come across a market that has great value. Clate Mask then goes into the importance of a focused strategy to insure the strongest success like the power behind light in a magnifying glass. It is then important to link short term and long term plans together. This is done with a SMART analysis with the Strategy Planning Method. Finally the author goes into establishing a rhythm of success; this can be done quarterly by measuring ones success and evaluating on it using SWOT analysis. What are your opinions? Is there any other ways we can measure a company’s success? 

Mike Passmore's comment, August 19, 2013 2:23 AM
This is a response to Orlando Werffeli’s insight on the article ‘Invest in your success: Strategic planning for small business’ Written by Clate Mask. Clate Mask is a successful business man and is well advised to be speaking on this topic as he himself has turned a small business into a booming big business. Orlando obviously understands and has explained the article well, it is nice to see how he has taken what the article has to say on board as he would like to start his own company one day. I’m sure there are other way’s of measuring success in a small business i.e. talking to customers, did you meet their demands and expectations. But in comparison to the development of creating a effective strategy as Mask explains, this to me seems like the best and most effective way in a small business to keep everyone on the same page with the companies vision etc.
Michael Peauafi's comment, August 19, 2013 6:06 PM
In response to Orlando Werffeli’s article: The article covers concepts and elements of strategic planning. Businesses are all in the industry to provide a service but gain a return in profit and revenue but besides the main overall reasons firms need to be able to identify the purpose of their existence, why they are trading and their visions along with the core values. For small businesses to grow it’s vital to find what the core values are and implement a mission to be accomplished within a 3-5 year time frame. In the process of all these factors steps need to be taken to control the direction of the organisation which can be done after fundamentally answering why a firm exists, its mission and core values. Steps like hiring the right people, productive training and even firing people. The mission can only be achieved by having the right methods and techniques with the support of minds that seek the same end result. Its communicating to the entire company. The importance of weekly or monthly meetings to evaluate the progress and suggest modifications. Evaluation is another key concept that was discussed in the article along with the points above. Using swot analysis while diving in depth to evaluate the accomplishments, lessons learned and strategic issues from the current quarter. Ways to determine a growth of success can be the finical side like growth margins (increase/decrease), cost of spending and efficiency, brand equity and overall the satisfaction of your target market. Good article selection by Orlando, with plenty of discussion available.
Scooped by Orlando Werffeli!

4 Reasons Why Your Marketing Will Die Without Integration

4 Reasons Why Your Marketing Will Die Without Integration | Integrated Marketing Communications |

One word: Convergence.


Social media marketers need to harness media convergence and integrate direct and advertising to maximize the impact of their various communications, on and offline.


Convergence has been brought about by the widespread adoption of mobile and social media. The combination has empowered customers to access the Internet anywhere and discuss it.


The resulting anytime anywhere access to the Internet breaks the isolation of any one type of media form, including radio ads in the car and newspapers in a local subway.


Convergence creates a need to integrate, the process in which all communications from a company or organization — regardless of form — work together to present a unified brand experience for a customer. Integration yields more leads, creating better ROI for marketers. It includes cross promotion of ideas, themes, and calls to action, including participation in social media.


A recent CMO Council study showed that only 9% of respondents believe their interactive marketing efforts are highly evolved and integrated. This online integration issue doesn’t even consider integrating marketers’ efforts in the traditional advertising, public relations and direct marketing disciplines.


Gini Dietrich and I address why and how marketers must integrate in our recent book Marketing in the Round.


These four reasons show why business owners and lead marketers should address marketing integration today.

Orlando Werffeli's insight:

This article by Geoff Livingston raises many valid points that involve the importance of integration between departments to insure the survival and profit of marketing. Livingston goes into the discussion of the word ‘convergence’ which he believes why integration is becoming more and more important. As the world is evolving in a technological state consumers have gone to mobile and social media, this breaks the isolation of one type of media. There are four reasons why  integration is becoming so important and the first is the amount of advertising a consumer is experiencing in one day. It is estimated at about 3000 ads. This is an overloading amount and the only way a consumer will begin to recognise your brand is if there is a consistent message. The second is about how a customer finds you. They hear about you via social but find you via search and this is usually through a search engine such as good to insure that they find you there needs to be a link between the two. Livingston also mentions that social discussion is still usually started through traditional media and it is important that your social content reinforce your traditional advertising. Finally 52% of advertising expenditure goes into online click by click advertising we have to remember that direct marketing at times can be the most effective. Concluding, we need to really understand how fast the world is changing and realise the importance of an integrated business with a unified message otherwise our message will be one of the 2995 pieces of advertising that go over our head in a day. Are there any other ways that integration internally can benefit a company? Do we need to be aware of more change in the future?

Peixin hu's curator insight, August 18, 2013 4:01 AM

I strongly agree with the author Geoff Livingston’s view. He mentioned a very important word that is the integration. Yes, we live in an integrated society, everything are associated,.the authormentioned 4 Reasons Why marketing will die without integration, the following is my personal view. 1, Shoot The Arrow At The Target. Not everyone likes the tedious business information, and some people even bored. Therefore, companies should use the depth of integration system to enhance brand awareness and thus make the productsbreak out. 2, I call it gear combinations. Search, Social, Content could not run well without each other. Customers will search all the community information about the product, but how can we make this information are most effective? Plentiful and easy to remember the content is essential, through the effective integration of content, so that customers can use the keyword in the shortest time to search for their favorite content, so as to achieve a win-win business with customers and business. 3, Traditional Media. Most of the data in the comprehensive map show that the majority of people to share stories from the traditional media. Companies can take advantage of this through the content and the integration of the company's overall tendency to attract the attention of customers. 4, Be concise and to the point. In 2010, 54% of direct marketing from advertising costs are driven by the increase in sales of $1.798 trillion.DMA’s search shows that ROI is 10:1, in order to maximize the impact of the market, businesses need to integrate ideas and perspectives to reinforce customers to make a deal.


Generally speaking, in modern society, a successful and mature business will use the integration system to pinpoint their position in the market so that make sure get maximum profit and maximum customers need.

Min Li's comment, August 18, 2013 8:33 AM
This article is very interesting. I agree with Penxi’s point especially that the mature business could use the integration system to understand its position in the industry and market. In my opinion, in order to survive and develop in the changing environment, the company must good at communication and cooperation and cultivate its own long-term competitive advantages by using integrated marketing channels. Thanks.
Sheenal Prakash's comment, August 22, 2013 8:29 AM
I agree with Vicky Hu's comment, I just wanted to add that before step 1 shooting at the target it is important to know where the target it so you don't miss your mark. The way to find out what your target should be is to know what the consumers expect of your company, brand and product. If the company dose not distribute it's resources according to these expectations thent hey could spend too much attention to the wrong channel when ingratiating the channels to create a consistent image to be presented to the other stakeholders. Resources are always scarce so allocating the wrong resources to the channels could withhold the company from reaching it's full potential with each of it's products and it's brand
Scooped by Orlando Werffeli!

3 Reasons Why Your Business Must Be Social

3 Reasons Why Your Business Must Be Social | Integrated Marketing Communications |

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.


Orlando Werffeli's insight:

Firstly IMC or Integrated Marketing Communications is the development of the ability to weave marketing disciplines (social media, PR, promotions, advertising) together in an effective and efficient way that is digestible to a targeted consumer. This majorly strengthens a marketing campaign; further more being able to use these marketing disciplines together produces synergy having a greater impact together then individually.


Relating the article topic (consumer engagement via social media) to the above is only a small part of IMC but very important. Consumer engagement is a major factor to any marketing campaign and as the world is in constant change with the increase in social media and technology it is important for any business.

When it comes to Consumer Engagement you need to insure the right consumer is being target, today social media is used by a range of audience "teenagers, revolutionary leaders and grandmas". Social Media is known for establishing trust with a target audience this builds and gains brand equity for a company. The articles also states that B2B customers are also on the lookout for social media for areas like innovation, knowledge, solutions and services available on the web. Using synergy you are able to link a constant message through social media and other marketing strategies easily. All strong reasons to engage consumers through social media and adapt to change in the market environment. Influencing profitability through engagement.


innovation, knowledge, solutions and services on the web,
Read more at seek innovation, knowledge, solutions and services on the web
Read more at seek innovation, knowledge, solutions and services on the web
Read more at seek innovation, knowledge, solutions and services on the web
Read more at seek innovation, knowledge, solutions and services on the web
Read more at seek innovation, knowledge, solutions and services on the web
Read more at seek innovation, knowledge, solutions and services on the web
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.