Integrated marketing communications for scrubs
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Rescooped by Greg Nekcam from Integrated Marketing Communication Forum!

Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Integrated marketing communications for scrubs |
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
Greg Nekcam's insight:

I had read some articles that were writen in the mid 2000's that actually questioned the relevance of direct marketing to consumers. I like this article because it points out that because of the rise of social media, direct marketing is more important than ever. I am also a believer that direct marketing through the various social media platforms is key to success. This presents companies the opportunity to personalise the messege slightly so it is catered to the individual. This kind of marketing shares insights and exposes ones offerings to a larger population, which can be hard through traditional marketing.

I found it interesting in this particular article how easyjet focused promotions on the various target segments through a slight change in the message that held an amount of reasonance in a particular segement.

I was also impressed how easyjets profits increased 28% since the deployment of this direct marketing strategy, which also gives a measueable element of how successful this marketing was.

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
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Writing A Great Social Media Marketing Plan | Business 2 Community

Writing A Great Social Media Marketing Plan | Business 2 Community | Integrated marketing communications for scrubs |
Today I received a great question - What are the keys to writing a great social media marketing plan? Of course, this question can be answered in countless
Greg Nekcam's insight:

I like this article for the fact that although it only focuses on online marketing, i think that some ideas put forward are useful in most different areas of marketing. In my opinion now, a marketing plan is actually part of a process that sets goals, measures results and tracking performance. Defining and setting of achievable goals is the important first part of the process, and it is crucial to have an idea of the outcomes the are desired. When measuring results, to be aware that you cant please everybody is a good idea. this also leave room for improvement. Once the plan is launched tracking its progress will be the measure of success. Because this article is based around online marketing the author suggest that her favourite web based tracking tool is Google Analytics. This measures your overall marketing outreach and impact. After reviewing all facets of the plan I feel that it is important to make changes if changes can be made.

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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | Integrated marketing communications for scrubs |
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...
Greg Nekcam's insight:

I think the author does a really good job of cutting out a lot BS of establishing objectives and budgeting by introducing the readers to the idea of setting SMART objectives. They are objectives that are Simple, Measurable, Achievable, Realistic, and Timeliness. 

A good set of SMART objectives Makes it easier to measure a programs success. No more trying to measure value after the fact. Anticipation of value, effectiveness, and ROI are bundled into the objectives upfront.  Most importantly, getting management’s sign-off on return on investment and key performance indicators up front as part of the program’s objectives helps significantly to a much more productive and positive discussion of the program’s value.

Alex Smith's comment, April 9, 2013 3:45 AM
I agree Greg, seems like the SMART objectives are an effective way to increase efficiency amongst your marketing strategy (bang for buck). Also appreciate how is has been linked to a business plan or objective in the sense that it refers to managerial decisions and performance indicators. This gives compelling confidence to the article in the sense that budget constraints often restrict marketing plans and that this constraint is resolved upfront preceeding the implementation. Good article!
Jarrod Biddulph's comment, April 9, 2013 4:06 AM
I agree with what both of you have said. This article cuts down to the bare bones of how to properly run your business and create a proper plan
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What the Heck is Integrated Marketing Anyway?

What the Heck is Integrated Marketing Anyway? | Integrated marketing communications for scrubs |
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
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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Brand Winners and Losers of 2012

Brand Winners and Losers of 2012 | Integrated marketing communications for scrubs |
My picks of the best and worst branding efforts of the year.

Via Mike Kirkwood
Greg Nekcam's insight:

I find this article interesting because it demonstrates how that rebranding can be a powerful tool to increase brand value, specifically consumer based brand equity. But there companies need to be cautious because if rebranding is not done really well brand value can most certainly suffer. The article also showed how Chrysler drew on emotion in their successful brand advertising champaign, and showed that you can have shared increasing brand value as it did the detriot as a city and the heart of american car production, and the Chrysler brand.

Nimalan Sri's curator insight, March 20, 2013 11:42 PM

This article is very interesting, it talks about the good and bad when business decides to rebrand. If this is done well it’s a bonus for the company in being successful. In saying that if it goes wrong can leave the business slide completely. Although there are a few important steps that the company must follow when branding. Brand advertising and Brand Management. When these two are followed it leads to being a successful brand.


What are your thoughts of this article? and List few successful brands in 2013

Ravneel Chandra's comment, March 21, 2013 6:20 AM
This article is very cool, it shows large companies can get brand advertising, re-branding, brand management and new brand name perfect and nail it but some get it absolutely wrong and tarnish their brand name, image, equity and reputation. This article shows whys brand is so important for a company, it can either make you like apple or weaken you like facebook. I believe a company that has decided to re-brand itself is BNZ, by bringing out new ads adn changing their message conveyed to the public about the bank. Making themselves a much more serious investment than it was. So far I believed it has worked in their favour.
Willicia Spider-Silva Vake's comment, March 21, 2013 7:23 AM
I liked this article because it highlights all the major brands that have moved towards re-branding. On top of this the article also highlights the good/bad moves that each brand made which help generate more in-depth knowledge and understanding in terms of both good and bad maneuvers in re-branding.
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Why Your Marketing Campaign Sucks | TechCrunch

Why Your Marketing Campaign Sucks | TechCrunch | Integrated marketing communications for scrubs |
Creating awareness for your brand is one of the lifebloods of technology startups yet in a world where so many companies are being created it becomes difficul..
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Integrated Marketing Communications - Then And Now

Integrated Marketing Communications - Then And Now | Integrated marketing communications for scrubs |
So I'm thinking I may need to see a doctor or someone in the medical profession for it is becoming quite apparent that I am addicted to integrated marketing communications or at the very least I am obsessively compulsive over it.
Greg Nekcam's insight:

I like how the author has gone about the construction of this article, by asking various marketing experts on their thoughts on IMC. There are some consistant themes and messages across the board. I agree with the fact that it is important to align online marketing with closely with more traditional offline marketing. It is also important to take an intergarted approach for all promotions and online targeted offers. It is also interesting that author talks about various surveys conducted on consumers and found that consumers do want and respond best to a consistant message, but generally these consumers are not getting that from retailers. So what i have learned is that it is not about bricks or clicks, but bricks and clicks, and that there is real and valuable crossover across retail channels and that it is vital that your marketing communications to be aligned and intregrated.

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Is emotional response the important missing variable in customer experience measurement?

Is emotional response the important missing variable in customer experience measurement? | Integrated marketing communications for scrubs |
The authors offer a way to measure the impact of emotions, using a car-rental example to show the benefits of asking customers how they feel about seemingly emotion-free transactions.
Greg Nekcam's insight:

I find this article interesting because it links weeks 3-5 of the course material. The author goes into a fair amount of depth on emotional responses, why they are important and how emotional responses can be measured in relation to marketing program planning and objective setting.

The author gives a really thorough definition of emotions how marketers should approach emotion. This is backed up in information from other fields including neuroscience and psychology. A three dimensional bi-polar approach is used to measure emotional responses, and it does this by measuring pleasure–displeasure (appeal), arousal–calm (engagement) and dominance–submissiveness (empowerment) model (Mehrabian and Russell, 1977). Specific combinations of the dimensions can identify each discrete emotions.


In this case study example, a number questions were put together and included in a Consumer study to better understand the emotional dynamics involved in renting a car, with the goal of gaining insights that a company could use to differentiate within an often price-driven category. The emotional response was measured with a nonverbal measure of emotion, while open-end questions were used as follow-ons to identify specific factors triggering feelings.


The second component of the analysis evaluated the emotional dynamics of experiences that exceeded expectations and experiences that did not meet expectations and then incorporated the results into a segmentation approach. From here the data can be segmented into 4 parts,


Segment 1: “Delight Me” (11 percent)

Segment 2: “Put Me In Control” (56 percent)

Segment 3: “I’m Indifferent and Don’t Really Care” (23 percent)

Segment 4: “Don’t Reject Me” (10 percent)


It is segments 1 and 4 that offer the greatest opportunity for marketers because it allows for development of the brand by experiences that going above and beyond expectations. Marketers who use emotional response as a key measure can gain a greater knowledge of what goes on in both the hearts and minds of consumers.

Jarrod Biddulph's comment, April 9, 2013 3:50 AM
This article is brilliant to sum up the work we have been doing over the last few weeks. I particularly agree with segment 3.
Alex Smith's comment, April 9, 2013 3:55 AM
Thanks for putting me onto this article greg as this one attempts to put a measure on emotional responses from the consumer, which my article did not cover. I can also appreciate the definition of emotions which I will definitely stow away for later reference in relation to my studies. I'm still questioning the method used by the author to achieve the 'measure' of these emotions, I am still to be convinced that these simple categories via open ended questions can be used to segment the consumers emotions accurately and doesn't seem to cater for a wide range of emotions. However I can relate to the second component within the article that highlights possible areas of influence that a marketer can exploit (via the 5 segments you mentioned). Good article nonetheless.
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3 Content Marketing Lessons From Big Brands

3 Content Marketing Lessons From Big Brands | Integrated marketing communications for scrubs |
Publishing is a privilege -- don't squander it. Follow the lead of marketing giants and produce content that will captivate audiences.
Greg Nekcam's insight:

I think the article makes some really valid suggestions for smaller companies about what they can learn about content marketing by big brands, and how these generate greater emotional responses by producing content that captures target audience attention. 

Hiring a brand journalist sounds like a really good idea to me. These people know what people want to see, listen and read. Brand journalists works inside the company, writing and producing videos, blog posts, photos, charts, graphs, e-books, podcasts, all of which can be used to draw people in by generating emotional responses.

Communicating your bigger story is vital today, because it is all about the message to your target audience. What I can do for you!!

The last point is that to be successful it is a necessity to create community involvement. Something that people want to take part in.

Marketers should view their content as an opportunity to engage audiences in new ways that bring new and exciting results.

Jarrod Biddulph's comment, April 9, 2013 7:22 PM
This article is highly influential in my decisions to purchase and consumer energy drinks, in particular red bull.
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Social Media Does Matter in Marketing, Coca-Cola Says | CMO Strategy - Advertising Age

Social Media Does Matter in Marketing, Coca-Cola Says | CMO Strategy - Advertising Age | Integrated marketing communications for scrubs |
coca-cola marketing exec wendy clark is defending social media in marketing following a company study suggesting "buzz" was hard to cash.
Greg Nekcam's insight:

The author has some really good points in this article that help us understand more about the importance of IMC. it can be difficult to measure the success of just one part of a marketing champaign, say social media in raw business results. but I like how that author points out that the markers for success in IMC are reach, love, engagement and value. I also find it fasinating these companies like coca-cola know their target market (teen-young adult) habbits, in that nowdays people do have multiple screen in one sitting and that requires an integrated message across all mediums.

I liked how the article ends in pointing out that marketing is constantly changing and is extremly challenging to always get right especally with the ever changing dialog.

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Which Is Better For Retail Sales, Online Or Offline Customer Engagement? - Forbes

Which Is Better For Retail Sales, Online Or Offline Customer Engagement? - Forbes | Integrated marketing communications for scrubs |
Offline to online. Online to offline. Today’s consumers live multi-dimensional, multi-platform lives –and their buying behaviors reflect that same complex dynamic. In many ways, retailers are now racing to catch up.

Via Kelly Alexander
Greg Nekcam's insight:

I think it is really difficult to say which is better for customer engagement, online or offline. I feel that for both options there are many variables and benefits that can be considered, but it comes down to the how the customer want to be engaged. For instance, some consumers find it important to go into a brick and mortor store, and physically touch or try what they potentially want. This is important for offline customer engagement because it allows for a connection to the customer which can lead to increased sales and larger customer base. Online customer engagement i feel is alot harder to pin point.

For me personally i buy most things online and will shop around looking for the best deal. I know what brands appeal to me and know what i want so i feel that it is hard for an individual online retail store to fully engage someone like me online. I believe that for company's to get it right there needs to be exactly the right mix for the target market to build the relationship. But there was a good point raised in another post about this article....Do all consumers want to build a relationship??

Jasmeeta Patel's comment, March 20, 2013 6:07 AM
I think that both online and offline consumer engagement is important. Today we are stuck between the transition of physical in store shopping to online shopping. Companies need to account for both types of consumers, online savvy ones and the traditional in store ones. There's nothing more to it, marketers need to understand both their online and offline customer bases, and value them equally. Even though the online market is growing, the offline market is still bringing in profits for the company.
Tarjana Patel's comment, March 21, 2013 4:48 AM
I agree both online and offline shopping both have their benefits. Renee raises a good point, if a business under goes market research they can gain a further understanding on what their customer’s preferences are. Online shopping can be so addictive to some people, this could be due to the convenience and low prices as business do not need to rent stores etc, saving money. However traditional retail stores also have there benefits such as engagement with the consumer, and a way of boosting sales. In regards to Annabel’s question, I think it depends on the type of consumer, if they wish to be aided or not. I find a lot of the time people can find it annoying.
Personally I prefer to shop offline, this is due to the guarantee that I know what I am buying is all to my liking e.g. size , I also find at times there is more of a range in store which is not listed on the website. Also, if I am buying a new product, I have the ability to ask the sales people questions if necessary.
Sophie Frakes's comment, May 10, 2013 12:13 AM
I think this article was very interesting and as suggested above both forms of engagement play an important part. Depending od a variety of factors such as what the product is and who the consumer/customer is would play a part in how much each platform plays in making a purchase decision. For example people buying a car may do the majority of work online such as research, reading reviews, and looking for an actual seller. But how many people would actually buy a car without going to look at it in real life and without taking it for a test drive.