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Rescooped by Matthew Macdonald from Intergrated Marketing Communications 2013
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Yahoo, Samsung promote consumer engagement with interactivity platform

Yahoo, Samsung promote consumer engagement with interactivity platform | Intergrated Marteting communications | Scoop.it
Yahoo and Samsung broaden their partnership to provide interactive, realtime television content.

Via Johnny Price
Matthew Macdonald's insight:

this article explores a new intergrated marketing communication tool brought out by Samsung and Yahoo to create a more engaging TV viewing experience that allows consumers to react to content and advertisements in real time. This product allows viewers to give feedback to adds whilst watching them. It is a new style of advertising for brands and companies that allows engagment on a real time level with viewers and consumers, it will show instant fedback to the advertiser which can be used by the company to adjust their campaign according to feedback. I beleive it is a good idea but must be care with the amount of interaction with customers as viewers may be annoyed by the complexity of the programming and the time it takes when all they want is the advertisment to be over so they can watch the television programe.

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Samirah Bhamji's curator insight, March 12, 2014 8:05 PM

This article sums up pretty well how companies keep progressing in technology and how they keep improving and developing their skill sets over the years of their business. As it states in the article Yahoo and Samsung have experimented with the technology and bringing some advertisers through the system. Showing an upside opportunity for them and bringing a message to people in real time while they're experiencing content and advertising. I think it's a tremendous new opportunity for advertisers and marketers because it enables a direct response to a television commercial. Also giving an insight to future advertising and any gaps shown in the media market giving an opportunity for new content. 

Morgan Fletcher's curator insight, March 25, 2014 6:16 PM

this is a great opportunity for yahoo and samsung to broaden their partnership and offer something awesome to both the advertisers and marketers and also to the consumers that get to experience this

C hu ck's curator insight, May 14, 2014 6:25 AM

Yahoo and Samsung have opened a new paradigm to communicate between consumer and marketers and advertisers. It can provide various opportunities for consumer engagement. It refers to that consumers can react immediately when they are exposed to the advertising. Thus it can also achieve functions of personal selling and also direct marketing from the marketers’ point of view. This new paradigm helps to apply pull marketing for marketers. Indeed the pull marketing is a better method than push marketing I think, if there is B2C market. Because the target market is consumers, it would be effective to inspire consumers directly. However, pull marketing requires high budget, so that the small business entities would probably try push marketing more. Yet, Samsung and Yahoo roll out new concepts of smart TV. Thus it helps to both consumer and marketers to satisfy their need. Consumer can acquire the information they want in real time streaming and marketers can collect consumers’ reaction. However, there can be a security risk as well. It is real time interaction, so marketers need to prepare enough stocks and there needs to be proper ethical policies such as refund and delivery date. It can enhance relationship between consumers and the business but marketers have to keep in mind that if there is not proper preparation, the business will be negatively impacted..

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Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret?

Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret? | Intergrated Marteting communications | Scoop.it
For an increasing number of campaigns, integration across a large number of media is essential. Tim Bourne, chief executive of Exposure, explains how it should be done

Via Johnny Price
Matthew Macdonald's insight:

This article really made me think about what i have learnt and studied this semester in IMC and how different companies effectivly use IMC. The basis of what i have learnt about IMC is that strategically having "One message" amoung a variety of channels is  way of composing a intergrated campaign. Thi articles explains with examples the importance of "It is about connecting a brand truth with a real human emotion".

Three examples they have used are with Nike's Find Your Greatness campaign, Snickers "you are not you when you are hungry" and Fosters campaign by Adam & Eve. 

A good qoute from the final paragraph of the article is to remeber "integration isn't about saying the same thing in different channels. But it is about taking a unique aspect of the brand and tying it to a consumer insight that is powerful and engaging".

 
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Manasi Ambavane's comment, September 24, 2013 2:16 AM
Harshika, yes these three brands Nike, Snickers and Fosters are really outstanding when their campaigns are out. The best way to get audiences eyes towards your brand is to be innovative and creative in your ads so that their attention is easily grabbed. The important thing I also would agree with you is that sending same or one message through out all the ads to create great impact on the consumers. This kind of campaigning is really effective and also gets audiences attention towards the ad with this brand gets popular. Repeating the same message helps the brand message be inside the consumers mind for long time.
Daryl Peterson's comment, September 26, 2013 2:24 AM
Yes Harshika nike, snickers and fosters all have powerful campaigns due to this use of popular and commonly use media channels which help get their brand image across to relevant target markets. Using social and digital media effectively these brands have managed to create a strong brand image which always grabs consumers attention showing just how effective the campaigns are. But the main thing I see in the article is that they all use one message approach to promote their products. This helps consumers understand the brand alot easier and makes its alot easier to recall,
Nikhil Bhola's comment, September 24, 2014 8:35 PM
This article provides a succesfull example of integrated marketing campaigns based on big ideas. These campaigns stick to the companies main ideologies and ethos with examples provided by Nike and Snickers. this made me think about how we have been using social media channels, to communicate through twitter and just amazingly what we learnt in IMC can be implemented to the real world. IMC is also about about taking a unique aspect of the brand and tying it to a consumer insight that is powerful and engaging
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The Importance of Branding • Brand Management

The Importance of Branding • Brand Management | Intergrated Marteting communications | Scoop.it

Via Johnny Price, jaklinissaeva
Matthew Macdonald's insight:

this article illustrates the importance of brand management and is very related to IMC in terms of is strong branding inportant.

The article lists 11 strong reasons why branding is imporatant focusing on companies, it also gives explanations behindn each key point and in some cases how to impliment the stradegy.

this example is one that i personally felt was very important for a company to have a stronge unique brand - "increases profitability by allowing the company to charge a higher price for their products or services. This is one of the strongest arguments for the importance of branding. Customers are in most cases willing to pay a premium for an established brand versus a no-name product." By creating a stronge and well known brand as a company you are able to increase brand equity....

 

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Cyndee Mudliar's curator insight, March 9, 2014 8:41 PM

This article reinforces the importance of brand building and addresses some of the benefits if done correctly. It emphasises that companies can increase their market share  with the use of integrated marketing and also how brand building can help to reach out to new markets that were unreachable before. Brand building can also help maximize the total revenue for a company.  Another benefit of brand building is the fact that it makes it harder for a competitor to enter the market as a existing brand would have built a strong relationship with the current market hence why it'll be difficult for that market to trust a new upcoming brand. Successful brand building will also help to differentiated the company image. Positive emotional attributes can be linked to the company which as a result can further enhance the overall brand. 

 

I found this article to be very insightful on why branding is of great importance in today's day and age and also all of the benefits that come along with it. 

Morgan Fletcher's curator insight, March 25, 2014 6:20 PM

Having a brand is so important, especially for the consumers as they can use the brand to distinguish between other products. This can create a loyalty for the brand. This can also bring a competitive advantage over other brands. 

Nikhil Bhola's comment, September 24, 2014 8:19 PM
this article explains the fundamentals of branding, it shows step by step what are the areas that need to be worked on or what can be beneficial for businesses. a step by step process is shown. this is infact important as consumers tend to compare between different brands and their offerings, this can be a competitive advantage for the companies if they work on branding their brand and products.
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Why Social Media Is One Of The Best Ways To Keep Your Customers Happy - Forbes

Why Social Media Is One Of The Best Ways To Keep Your Customers Happy - Forbes | Intergrated Marteting communications | Scoop.it
Customer care professionals are challenged these days to identify and resolve customers’ issues through an ever-increasing array of communication channels. They want to know: How can I make my customers happy and bolster our brand?
Matthew Macdonald's insight:

I agree with the article saying social media has had a huge effect on customer engagment, But my question is,  does it have a positive influence or a negative influence?

In the persepective of companies management team a positive is that social media has created it easy for customers to interact with companies. for example using Twitter and facebook,  any customer can make direct contact with the companie giving them positive or negative feedback on products etc.

Then a negative can be overexposure to bad feedback because social media websites are so open to public.... This ends in the company looking bad in the eyes of a consumer.

 

 

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Kajal Bhaga's comment, March 21, 2013 11:09 PM
I agree with the both of you Matthew and Charles. I think that this article would have been better and more meaningful if it had an approach that was more direct for example how you use social media to your advantage and how you (as a brand and a company) can use social media wisely.
Kajal Bhaga's comment, April 8, 2013 10:19 PM
I agree with you Matthew, social media has both its positives as well as its negatives effect on a company. But do the positives outweigh the negatives?

I agree with this article that “today’s social customer will use social networks to air opinions and find out if an organization is listening, wondering if they will respond quickly — or at all” – absolutely, as a customer you want to be heard by a company, and you want to know that your opinion matters to them, that you matter to them; and as a customer you want to have positive customer experiences. I think that social media provides the opportunity for a company to respond in real time and show that the company is hearing and paying attention to customers, and changing the negative customer experiences into positive customer experiences and earning the trust of customers and building relationships with them.
khushal savania's curator insight, April 8, 2014 2:12 AM

Social media plays a big part of all our lifes and depicts how we live our day to day life. 

Rescooped by Matthew Macdonald from Lances IMC Milestone 1 (Brand Strength)
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The New Marketing Strategy: Company Culture

The New Marketing Strategy: Company Culture | Intergrated Marteting communications | Scoop.it

Via Daniel Watson, Lance Holland
Matthew Macdonald's insight:

I believe brand architecture in a positive and social way is very important to today’s company culture. I agree with the article pointing out the corporate culture that some businesses fall into “you treat your business like a machine then don’t be surprised when your employees act like passionless robots”. To convince your clients/customers your brand has a social and fun culture it must start from inside the company i.e employees. Company culture will not only have positive return on your company environment and brand but with profits as well.

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Georgia Hogarty's comment, March 20, 2013 7:44 PM
I agree with this article. Marketing does attract a wide range of consumers and cultures so this forms relationships with consumers. A multicultural business definitely has its advantages and is a good way of attracting consumers resulting in higher brand awareness and stronger relationships.
Kajal Bhaga's comment, April 8, 2013 6:21 PM
I really enjoyed reading this article. I found it truly interesting. I believe this is a good and effective article to read about in relation to IMC. I agree with you Matthew and the article that “If you treat your business like a machine then don’t be surprised when your employees act like passionless robots”, I think this is absolutely true. I agree with the article that strategy + culture = success, however, it does not work if the people part of the equation is forgotten. Companies need to align culture and social marketing strategy.

According to contentmarketinginstitute.com, content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. Inbound marketing is advertising a company through blogs, video, social media and additional forms of content marketing. Inbound marketing gets customers attention, and makes a company easy to be found, and also attracts customers to the website by creating interesting content.

What are the powerful implications of a content marketing culture on sales, business growth, branding, team relationships and organisational culture? When a company starts educating people, making content and answering questions ideally building trust and building a relationship which will allow a company to earn the opportunity to partner with them (people). COMPANIES NEED TO MAKE MARKETING A TEAM SPORT and create interdependency that companies fundamentally have engineers speaking life into a brand that companies can take their knowledge and through video and blogs can answer questions which generate leads and then sales. When companies make marketing a team sport, the trust and the relationships that are built within the company is very strong and effective.
Rescooped by Matthew Macdonald from Intergrated Marketing Communications 2013
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About Effective Marketing Communication

About Effective Marketing Communication | Intergrated Marteting communications | Scoop.it
The marketing avenues open to small businesses are more abundant than ever, but the principles of effective marketing communications remain essentially unchanged. Whether you create an email ...

Via Johnny Price
Matthew Macdonald's insight:

It is important that companies and brands have a clear message when targeting consumers and potential customers, this article discusses five key proccesses that will effectly help enhance your in marketing communications. These five steps or proccesses are 

1, Know your customer

2, Focus on benefits

3, Be oitstanding

4, keep it simple and 

5, Track your results.

These five key points have a beneficial description on how to understand and imliment each step to effectivly communicate. It Talks alot about "keeping it simple", i believe this is because it is easy to loose a customer in over complicating ideas surrounding a product or brand, by keeping it simple the customer can understand and feel comfortable with a product or brand.

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Yg Kim's comment, May 9, 2013 2:20 AM
A good article that explains 5 key points for a effective marketing communication. The 5 key points are Know your customers, Focus on benefits, Be outstanding, Keep it simple, and Track your results.
Dorel Ferdis's comment, May 9, 2013 7:21 PM
I agree with Matthew's summary above, those 5 key points are very important in ensuring that you have an effective marketing communication programme.
Jana Jess's curator insight, May 6, 2014 7:33 AM

Its amazing how effective marketing communications are in Business

Rescooped by Matthew Macdonald from Consumer_Engagement_IMC
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Integrated Marketing: Communicating One Big Idea

Integrated Marketing: Communicating One Big Idea | Intergrated Marteting communications | Scoop.it

Integrated Marketing is about communicating one big idea across several media channels with one voice in order to reinforce the brand’s core message and create a greater and seamless experience for the consumer.

 

I recently stumbled upon this very explanatory and creative video by Baumann Ber Rivnay/Saatchi & Saatchi showing their take on integrated advertising. Here are some of the main points:

Today’s consumers are much more connected and involved as technology, the Internet and social media are a great part of the consumers’ lives. This changes the way we consume information, decide what to buy and experience brands.Today’s consumers lose interest very quickly as they are looking for something beyond the marketing message and ask themselves the question: “What’s in it for me?”Integrated advertising adds value lets consumers take part in an experience that they want to be involved in and share with their friends.The big idea has to integrate with media tools that link to each other and not just stand alone.

 

How do you succeed?

So how do you as brand ensure this experience? The key is consistency in your communication and coherence in your message. Brands often have a number of agencies working for them. It is therefore imperative to communicate brand activities and brand voice to all entities to make sure that communication across all channels is aligned and that every channel really serves the big idea.

 

Activate campaigns across all channels and make sure to communicate any brand activity to all agencies working for you to reinforce the impact of the message. E.g. your Social Media Agency should always be aware of any communications going on offline in order to activate the message across social platforms and create linkage between the on- and offline worlds. With today’s technological evolution, people encounter brand messages just as much online as in TV-spots and billboards. The agency should also be informed about both the overall strategy of the company and any changes in that strategy. Provide your Social Media Agency with visuals and information about your traditional advertising efforts and further develop those ideas to exclusive content for your social media presences to enhance the experience.

 

Analyse the effectiveness of each channel during and after a campaign and be attentive to what consumers want through monitoring and listening. Also, it is important to stay updated with the new innovative media tools – such as here on the Mindjumpers blog.

 

Basically, you need to ensure that all channels don’t work isolated but rather together as a unified force to strengthen the core message of your brand.


Via Bk Chin, annabel rollinson
Matthew Macdonald's insight:

The video does give a brief decription of intergrated marketing/advertising, it raises a good question about when touch ponts such as social medias etc came out were we bombarded with adverstising, resulting in a negative effect.

Now with intergrated advertising it seems we are much more connected and involved crerating value to the consumer. This conection is what drives the customer and makes him/her feel as though they are apart of the experiance. My question is, are we still so bombarded with an overload of advertising where is is too much for some people or or is the perception of advertising still having the same affects on decision making or is it having more affect than ever?

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May Elizbeth 's comment, August 22, 2013 6:05 AM
"Integrated Marketing is about communicating one big idea across several media channels with one voice in order to reinforce the brand’s core message and create a greater and seamless experience for the consumer" - simple and straightforward definition of IMC! very interesting article indeed Rachel!:)
Wenyu Liang's curator insight, May 4, 2014 7:22 PM

Not only communicate directly with customer is a kind of communication but also advertising, sending email are part of the offline communication with customers. By using IMC, business needs to expand their way of communication in order to build a steady relationship with customers. However, just because there are numerous ways to promote the brand, the idea the brand wants to delivery must be a consistent message. This article mentioned that the social media agency is able to communicate offline and different social media might enhance experience of the brand. However, brands need to innovate the media tools to attract more people. For example, coca-cola has advertising everywhere, like billboard, TV, movies, even MV. And it delivery a single big idea- enjoy. Coca-cola has its own website and it offend held sports` competition or do promotion in the supermarket. Therefore, it affect me since i was a little and i keep receiving its message everyday.  IMC needs to be adopted by every business as it can emphasis the message of a brand and increase the opportunity that the brand communicate with people. Only a brand is well-know, the long-run value will be increased. 

Rescooped by Matthew Macdonald from Public Relations & Social Marketing Insight
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A Guide To Kick Ass Brand Marketing On Instagram | Social Media Today

A Guide To Kick Ass Brand Marketing On Instagram | Social Media Today | Intergrated Marteting communications | Scoop.it

...We must always remember in our digital marketing activities, that 90%+ of users 'trust' what their friends and other online users say about brands and Instagram represents an exceptionally unique field of social media where consumers are creating brand recommendations every day. Like it or not, users of Instagram are capturing moments associated with your brand 24/7; as a brand marketer, you have no choice but to be there. Instagram is a potential gold mine for authentic, positive brand content for you to curate and encourage, and a place where brands can take relationships with customers to an extraordinary level. Below are some top tips social marketers need to consider when using Instragram....


Via Jeff Domansky
Matthew Macdonald's insight:

This article shows how easy it is to fall behind as a brand without keeping up with social medias. Social engagment With regards to Instagram has a direct brand to user enganment, creating relationship with users being able to share feedback, Brands can share direct links to thier websites, the use of hash tags building awareness and reaching out to diffrent channels, Easy to share promotional deals that can spread viral, Brands can also interact with users leaving negative feedback.

 

In my personal opinion a brands goal using a social media site like Instagram is to attrack the user to their personal website. If they achieve this the user is more likely to procced to a purchase. As a User of instergram the most common use of engagment is the use of promotional deals, as in if you share the brands photo on your feed you have a chance to win what is in the picture e.g. clothing... Creating a viral share of the brands photo.

 

This all comes back to the goal of creating brand equity.

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Kajal Bhaga's comment, April 8, 2013 7:31 PM
Brand marketing on instagram creates brand awareness and word of mouth. I have seen brands run competitions on social media and I think this is another way a brand could create brand awareness and really get people involved into their brand. This article shows how powerful social media is. Social media reaches a lot of people. I agree with this article that “customer service and negative feedback: don't be afraid to engage users who are sharing negative images about your brand”, I have seen brands on social media sites receive negative feedback about their products not being what they said it was and the brand was not afraid to engage users and apologise and offer them a replacement and ask them a few questions.

I agree with your insights Matthew and that you said “this all comes back to the goal of creating brand equity” I agree. Companies can create brand equity for their products by making them memorable and unforgettable, easy to identify, better in quality and better in reliability. Building brand equity with social media. As a result of social media, customers are actively engaging brands. YouTube customer reviews or usage videos may be the deciding factor in a conversion or increase more the customer’s brand experience. All social media play an important role in a consumers general and overall view of a brand.
Rescooped by Matthew Macdonald from Brand Strategy and Marketing
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Branding's Cardinal Sins: 3 Common Mistakes to Avoid

Branding's Cardinal Sins: 3 Common Mistakes to Avoid | Intergrated Marteting communications | Scoop.it
In launching a new company, resist the urge to be overly creative and dull when dreaming up your brand name. See our list of branding's cardinal sins.

Via Rebecca Downing
Matthew Macdonald's insight:

This article is a brief set of guidlines or rules to use when branding your company. I found the article lacked indepth information about the reasoning behind why it is important to do the steps discussed and insteed just gave the reader brief examples of poor branding examples. I find interesting is what we discussed in the lecture about how branding is a perception of an experiance or information with a companies product. I also believe when thinking about branding you must consider the importance of Brand Awareness, for example a customer must be able to see your companies logo and quickly remember your Brand, this is a key aspect in the growing business society.

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Charles Don's comment, March 21, 2013 2:45 PM
I agree. This article is very much a common sense approach rather than offering a research driven viewpoint.
Kajal Bhaga's comment, March 21, 2013 11:04 PM
I agree with the both of you Charles and Matthew. This article would have been better if it were more in depth. It didn't really offer me as the reader anything new to read about.