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Rescooped by Felix Feng from The power of ideas; integration across all media!

New Media Knowledge - The power of integration

New Media Knowledge - The power of integration | intergrated marketing communication |
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Sam Shen
Felix Feng's insight:

Basically, the article is talk about the importance of interaction in today’s marketing. It stated that “In today’s world, marketing integration is essentially creating core creative ideas that can be adapted across every medium. We are finding that as commerce continues to grow it provides even more opportunities for integration and content creation”.


I totally agree of the author. Today, the types of media changed a lot compare to before. Mass media decrease the reliability of advertising and trust friends more while go through the decision making process. However, interaction can relief this situation. Interaction is about managing things together, such as message and creative or agencies or tactics, in order to increase efficiency and brand equity. And those things are extremely important to the company.

Hendy Han's comment, September 26, 2013 7:13 PM
Another great find Levi. It give me a much clearer idea how integration could give a significant effect on brand value. It give me a better understanding, that integration is a critical point to create a better marketing program. Putting an non-integrated and stand alone marketing program will create a less focused IMC of the brand.
Enele Westerlund's comment, September 26, 2013 7:30 PM
Blake, very true that consumers have the power to find out about any product they require. Creating a planned and consistent integration definitely allows for brand loyalty to grow. The article is definitely a detailed one. With It would be very easy for a consumer to shift in brand loyalty if they do not have a resounding reason to be loyal to the brand. Integration here really does build up from the core and allows consumers to engage across multiple platforms.
Calvin Henton's comment, September 26, 2013 9:11 PM
Interesting article as it gives an understanding of how integration is important to connect with all media channels and obtain an effective brand value to increase retention and consumer loyalty.
Rescooped by Felix Feng from Communication Mix!

Moms More Likely to Use Social Media and Mobile, and to Shop Online - (subscription)

Moms More Likely to Use Social Media and Mobile, and to Shop Online - (subscription) | intergrated marketing communication | (subscription) Moms More Likely to Use Social Media and Mobile, and to Shop Online (subscription) Moms are 20% more likely than the general population to use social media, and 91% now use social media...

Via James Stodart
Felix Feng's insight:

This article is quite interesting. It says according to a research, Mom more likely use social media and mobile to shop online. The research sample is containing 1,480 women in between 18 – 34, and other general population.

According to the research result, we can see the opportunity in it. Relating business may target those moms as new market, or use different strategies or promotion to attract them.


But the other thing we need to think about is why they are? Why these women are kind of leader in use mobile and social media to shop online?

The answer is mom is busy but they love shopping. The easier way is use social media or smart phone that can access online shop anywhere and buy whatever they want. And also they surf social media, such as Facebook or Twitter, to help them keep in touch with the world and that is one of their habits. Though the research is only target at mom, but it also can reflect the whole population.


In one hand, we can see the development of technology make everything easier and improve people’s live quality as well. In the other hand, we can see more and more business rely on internet, social media, and apps to as a channel to communicate with customer and do promotion. It is a cycle between them. For example, once people see the advantage of using Facebook, people will keep playing it. Then, business will see the opportunity to use Facebook to promote itself. Later, if the communication between business and consumer is success, that not only has great effect on promotion, but also build the consumer loyalty of the business.


The key of play well in the cycle is using the channel in a right timing, under right positioning, and managing the channel well.

Ly Bibi Shen's comment, September 24, 2013 11:01 AM
i think this article is very interesting, sometimes marketer can send their product message to customers using they right way will increase the revenue easily.
Cyndee Mudliar's curator insight, March 29, 2014 8:45 PM

This is a very insightful article that proves that moms today are more likely to use social media and shop online than the general American population. This is vital information for marketers today as they can better direct their products to moms as they are more likely to pay attention to social media advertising and purchase online due to the exposure. 


This article expresses that "moms have a greater reach across all major social media platforms, including Facebook, YouTube, Instagram, Twitter, and Google+". The statistics for smartphone ownership amongst moms has also gone up by 25% whilst the ownership of tablets has gone up by 79%. These are huge increases that are worth taking into consideration as it pushes for more and more easier to use, mom friendly apps. If  the app for a online store is easy to navigate, it encourages shoppers to shop on the go rather than having to put it off till later once they are sitting in front of a computer screen. Moms are also saying that they are emailing less and communicating more through social media platforms such as Facebook and Twitter. This is another reason why each website should provide options for their shoppers to share things online via social media platforms.


Although these statistics are based on American moms, I found this article to be quite insightful as it gave me knowledge about a very important market segment. 

Abbey 's curator insight, May 6, 2014 10:37 PM

This article is really interesting. It explains that mothers are much more likely to use social media and their mobiles to shop online. “Moms were responsible for 32% of total online spending in the last quarter, despite making up only 18% of the total Internet audience.” Considering mums spend a lot of time at home or occupied with their children, the statistics in this article make a lot of sense. Shopping online via your mobile is a lot quicker and easier to do than getting out your lap top or using your home computer and even more convenient then leaving the house and physically visiting the shops. It is also a lot more convenient particularly for mums or people on the go 24/7 as the can do it from anywhere, whenever they have a spare moment or two. This article shows how effective mobile shopping apps or online shopping via social media would be for companies specifically targeting mothers.

Scooped by Felix Feng!

The Role of Direct Mail in the Modern Marketing Mix

The Role of Direct Mail in the Modern Marketing Mix | intergrated marketing communication |
Felix Feng's insight:

Yes, there are many people think direct mail is old fashion and not necessary to be used in directing marketing. Not only because there are other channel, such as Facebook or YouTube, better than it, but also less and less people will concern the mail and even hate it.So that, I think this article is really great that can help us to redefine direct mail in modern age.


This article is based on the research of Uk. Responsiveness to direct mail remains high in the UK. The writer think direct mail creates greater emotional resonance than other channels, as there are still high amount of people in Uk will read the mail and response to the information be contained in the mail.


According to the research, in physicality perspective, direct mail can use different type of sense to attract readers, and it works. The Physical way can be scented mail and intrigued packages.


At the end, the writer thinks, as long as direct mail use right way to target right type of consumers, along with creative and carried out as economically as possible, it will hopefully remain as relevant as ever.


From this article, I see the difference of consumer behaviour between countries. In class, we just discuss the direct mail and all of students think it is useless. However, in Uk, it works. I think, none of direct marketing channel can be said as old, because different target market or consumer may need to use different way to communicate. But the main purpose of use direct marketing is communicate with consumer in the directly that is the thing cannot be changed. Though the world is changing, and digital communicating channel is more popular, traditional marketing channel must have some reasons that can survive for such a long time. All we should think about traditional direct marketing channel is refresh it, make it catch steps and differentiate to the other channels. Then the advantage of direct mail can be easier seen.

Emily Gavigan's comment, September 26, 2013 11:09 PM
Great article Danielle, like you say bombarding people with flyers in their letter boxes won't create a response from consumers but setting in place a strategic marketing strategy to work out how they can effectively target their customers, will have much more of a positive response. A marketing strategy is essential in using direct marketing as a communication tool because without it the effectiveness of the campaign is lost.
Maggie Zhang's curator insight, September 27, 2013 12:08 AM

As today, more and more companies start to realize the importance of the direct marketing. Direct mail, as one of the most important tools for direct marketing, still plays a big role communicating with the customers. The research showed that 83 percent of direct mail is opened in comparison to average email open rates of 11 percent in UK and 44 percent of consumers have visited store, purchased or enquired the product after received the direct mails from the company. The research tells us even nowadays more and more companies chose using direct email instead of direct mail, sending mail is still an important tool to reach certain consumers. 

Rachel Chen's curator insight, October 3, 2014 12:00 AM

Direct mail marketing is seen as a dieing source. Within todays modern technological society, social media, email, internet etc. is seen to be such a better and more advance way to market a company or product that it has left many wondering if there is a future for mail marketing. Response is carefully measured in an attempt to take the waste out of marketing and should be part of your long-term strategy. Activity through virtually any media can be classed as direct marketing.

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Core Brand Values

Core Brand Values | intergrated marketing communication |
Felix Feng's insight:

Brand value pyramid provides a framework to build your brand value. It help brand to build up the brand and clarify yourself.

Ceres Wu's comment, August 22, 2013 6:37 AM
great concepts of showing how to build the brand value, and i think marketer need to focus on all aspects of the pyramid. whatever it is, you need to understand your brand and turnit into a core brand value and get it work consistently,like providing a mission message to consumers.
Ly Bibi Shen's comment, August 22, 2013 6:40 AM
Creating strong brand equity requires resonance with the customers - this is the apex of the pyramid." totally agree with it. the core brand values is easy and clearly for people to understand it
ZhiPeng Zhang (1132255)'s comment, August 22, 2013 8:52 PM
brand value come from the consumers, more loyalists for a brand means the brand achieve more goal and have better image for the market. and i agree the core brand value, that a great concepts of showing how to build a brand value and easy for people to understand what is the factors for building a brand value.
Rescooped by Felix Feng from Business Improvement!

Cracking The Code Of Innovation: The Key To Business Success ...

Cracking The Code Of Innovation: The Key To Business Success ... | intergrated marketing communication |

Via Daniel Watson
Felix Feng's insight:

That five components are as a guide for employee. It guide them the way to think and do. But the key is the action of the leader. In the learning oraganisation, leader is really important to a group and it determint the sucess or failure of the whole oraganisation. Therefore, though the innovation is the key for business in long-term development, leader is the core.

Ceres Wu's comment, August 22, 2013 6:39 AM
i always think working in a term its not a easily thing to do, as everyone has different value and background, we will have communication conflict, but this is a good article to help and improve this issue.
Ly Bibi Shen's comment, August 22, 2013 6:41 AM
i found this paragraph is qutie intersting "Statistical analysis of our survey results showed that two elements of an innovation system are likely to be critical: innovation goals and strategies on the one hand and portfolio management on the other. The element we thought might be most important—idea generation—was not a major determinant of top innovation performance. We suspect that’s because ideas are only the seeds of innovation. Put good ideas in a bad company and they die. because i always hink that idea generation a major determinant of top innovation performance.
ZhiPeng Zhang (1132255)'s curator insight, August 22, 2013 8:43 PM

To a successful company, five components is the role for the employees to follow and work. However the role are created from the higher level management structure. and the make the key action and direction is the leader. leader is the most important for a group to achieve the goal. Wthout a leader that the group cannot work and get success. a good leader can consider the futrue value for the business and make a innovation under the plan and finish it efficiently that creat a group of workers work together for the goal and make it success.

Rescooped by Felix Feng from Week 7 - The Power of Ideas, integration across all media!

Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | intergrated marketing communication |
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Matilda Alisi
Felix Feng's insight:

Again, the article shows the huge benefit of using direct marketing, especially using smartphone apps, website, or email. It stated that “direct marketing tools can enable marketers to develop and enhance emotional bonds with individual customers, and customer groups, to grow the value of their customer base in real time.” And also, the article provides a great example about how EasyJet use directing marketing and gain more profit than before.  From the data, it is easily to see the satisfaction level of user (consumer) is raised as well.


 It is a win-win situation. Though, the risks of use direct marketing exist. It is necessary to consider the both side and balance then and find out the general solution of problem may happen before use directing marketing. Otherwise, if the thing is not match to the consumer expectation or go to the way that cannot control, direct marketing will destroy the brand image easily.

Gregory Farr's curator insight, September 26, 2013 9:12 PM

Direct marketing and consumer engagement

This article brings up improtant points about how direct marketing has increased espically with new media and technology. There is always increased risk with personalised direct marketing through social media where you must make sure you keep to the theme and image of the company to not cause confusion. As long as you can keep to theme it can be a very powerful way to reach a large customer base. With more and more people purchasing smartphones and tablets over PCs Mobile apps are becoming an increasingly popular way to market directly. This article covers the strengths of direct marketing through such media very well

Jordan Reti Pereira's comment, September 26, 2013 9:49 PM
@Oscar. I agree with your insight when you say that if a consumer is interested in a product or service, they will pursue more information. This holds true especially when the business can portay messages that are relevant to consmures in order to catch their attention long enough to invoke and idea in their minds whether they want to continue the pursuit of information or move on with the rest of their day.
Ashleigh Nicol's comment, September 26, 2013 10:39 PM
New technology and digital channels has indeed opened up a lot of opportunities for marketing managers, however it is more important to directly market more than ever before. This is because it is growing increasingly difficult to gain the attention of consumers. Selective exposure has become a huge problem for marketers to overcome and direct marketing helps factor out this problem. This is because the direct marketing approach targets the consumer on a personal level and gets them involved in the advert. It provokes their opinion and can create negative or positive feelings, however both gaining the attention of the consumer.
Scooped by Felix Feng!

8 Direct Mail & Social Media Marketing Mistakes Your Small Business Are Making

8 Direct Mail & Social Media Marketing Mistakes Your Small Business Are Making | intergrated marketing communication |

I reviewed a well-known shared direct mail package recently and came up with these 8 suggestions that will help out every small business.

Felix Feng's insight:

This article basically talked about the common mistake that small businesses may easily make in direct mail or social media marketing. Those mistakes are hard to find the business in Facebook or even Google, but the business stated that “Check us in Facebook” those kinds of words. Or those businesses open a Facebook page but only manage it well, and even turn it to personal page.


I think these mistakes are easily seen in daily life, but also easily to be avoided. Now a day, the marketing communication channel is dominated by digital social media. Nearly every business uses more than one channel, and most of them have Facebook page. Consumer can easily get news from those media and communicate with the business directly. The advantage of using digital social media is lower cost and higher effective. For small business, using direct marketing can help to improve their brand equity and reputation. Therefore, they should manage those channels carefully and pay more attention on it.

Melika Trott's comment, September 27, 2013 12:06 AM
I agree with German, its the simple things such as not putting the company website on flyers and hard copies of peomotional documents. This is especially important in New Zealand as you say because most of our business are reasonable small and unheard of.
Patrick Wong's curator insight, March 11, 2014 11:04 PM

what a great article explaining the little mistake the small businesses are making with direct mail and social media. often are about not having sufficient information on your social media/ your company is hard to find which make it hard for customers to have an efficient communication with the small business. Small business need to watch out this every little things because they are what make the business to have a good integrated marketing communication. 

Lili Wang's curator insight, May 15, 2014 5:42 PM

This was an interesting article to read as it clearly stated why some small busnesses are not succeeding in their industry as it talked about the factors that is holding them back.  Small businesses need to watch out little things because they are the core knowledge to ways that the company can improve on in the IMC process


Rescooped by Felix Feng from SEO Tips, Advice, Help!

Online Marketing Tips for Nonprofits

Online Marketing Tips for Nonprofits | intergrated marketing communication |
Here are some useful ways for charities and non-profits to increase their online exposure, without draining too much of their already limited resources.

Via Bonnie Burns
Felix Feng's insight:

I feel like there is not much difference between non-profits marketing and profits marketing. They all use similar media to promote their idea in a lower cost way. But the difference is the passion of the members. And it is key to any association or business that members believe as the same as the aim of company. So that can not only raise the efficient of the company but also raise the opportunity to survive in the market.

Ly Bibi Shen's comment, August 22, 2013 6:43 AM
in digiital marketing for charities, the advantages are the compassion of the audience and the passion of the staffs as it is non profit it has to consider the lack of the resouces and budget. felix says that there is not much difference between non-profit and profit marketing. i think there is still diff. eg. human resource, for-profit companies are staffed with salaried and hourly employees, with the occasional unpaid intern. Nonprofits, on the other hand, usually employ a small workforce and a large corps of volunteers. Procedures for hiring and firing, as well as employee motivation, communication and direction techniques vary considerably between salaried employees and volunteers.
Armando Duran's comment, August 22, 2013 4:45 PM
Sometimes I find it unfortunate that non profits somehow have to follow the way economics are working in the world. This may lead to have the need to have revenue almost in the same model as companies for profit. Then the question is how to measure the return on investment when the results are not as tangible as just selling products.
harish magan's comment, September 3, 2013 8:00 AM
I have liked all the comments and respect your views and ask for more suggestions
Rescooped by Felix Feng from Learning & Technology News!

The Impact Of Technology On Curiosity

The Impact Of Technology On Curiosity | intergrated marketing communication |
Looking at the impact Of technology on curiosity is also a look at the impact of technology on learning

Via Nik Peachey
Felix Feng's insight:

I agree with "Curosity is the beginning of learning". Now a days, advertiser statrt to play with "curosity". They are not show the purpose or main value of the directly, but use intersting way to attract people's attention and rise their curosity. At the end, the effect of the advertising will bigger than normal's. The reason is curosity make them to think, to learn and help them to understand. Once the ad be remmenber, it sucessed.

Kim Flintoff's curator insight, January 28, 2014 6:29 PM

Curiosity is probably the greatest intrinsic motivator for learning... foster curiosity and you create a learner...

Halina Ostańkowicz-Bazan's curator insight, January 29, 2014 1:57 PM

Thank you for sharing.

Tonya Ward Singer's curator insight, January 31, 2014 11:57 AM

Provocative article, especially the questions at the bottom, including: What happens when students don't know what they don't know?


I ask this for us as communities and a socieity, what happens when we don't know what we don't know?     


History has some terrifying answers on what people can do collectively when locked into a set idea of "knowledge."   


How can we best leverage technology to support students as critical thinkers, curious and empowered? 

Rescooped by Felix Feng from Innovative Marketing and Crowdfunding!

12 Hacks To Quickly Grow Your Social Media Following - Ebyline's Content Hub

12 Hacks To Quickly Grow Your Social Media Following - Ebyline's Content Hub | intergrated marketing communication |
For many early-stage brands, growing their social media following is marketing priority #1.

Via Marty Koenig
Felix Feng's insight:

It is a great post that I think I should follow these steps if one day I need to use social media for promotion.

These 12 hacks can be conclude in two main ideas. There are understand you audience well and make yourself to be the best. In fact, these are important to any media. But there are especially important to social media. Because it has direct conversation with audience, and get the feedback directly. If said any wrong word, did any wrong thing, the image of business will go bad immediately and may get worse in short time.

Therefore, if we follow these 12 hacks and keep that two points in our mind, we can use social media well and gain advantage from it.

Ceres Wu's comment, August 21, 2013 6:08 AM
great steps of showing how to using social media. and i think the most important thing of fully understand and use social media is to keep making the message simple, easy to understand, clear meaning and knowing what exactly you are talking about.
Ly Bibi Shen's comment, August 22, 2013 12:29 AM
felix, i totally agree with you. " Because it has direct conversation with audience, and get the feedback directly. If said any wrong word, did any wrong thing, the image of business will go bad immediately and may get worse in short time. Therefore, if we follow these 12 hacks and keep that two points in our mind, we can use social media well and gain advantage from it. " i think this article provide very good information
Sumaiya Banu's curator insight, August 22, 2013 5:26 AM

Our infrastructure, policies and procedures, and security parameters at the application and network level are at par with the best in the industry and are compliant with international standards.