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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | milestone 1 | Scoop.it
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...

Via Wendy Pham, Morgan Taua
Ly Bibi Shen's insight:

 

Marketing objectives define what you want to accomplish through your marketing activities. This article has provided very useful  five hints that helping marketer to improving their objectives that lead the marketing communication success. In this article, it talks about the SMART approach which is simple, measurable, achievable, realistic and timeliness. Simple- means that you only have only one objective per objective, just like the author provided the example in the article, not with the word “and”.  I think it is very important that you have make your objective as simple as possible so then you can easier achieve it. Measurable- can you quantify each objective? Achievable- Are your objectives reasonable in terms of what you can actually achieve or are you setting your sights too high? As some company they have limited budget, this is one of the factors you have to consider. Time-When are you hoping to achieve these objectives, you need to define a timing plan with target timing for each specific objective. I think the objective really have to connect well with the organisation. If you can clearly defined objectives may also provide direction for your employees in terms of what to achieve and in what period. They also serve as motivators for your employees by creating an attainable challenge that they can to strive achieve.

 

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Ceres Wu's comment, August 22, 2013 1:22 AM
this article provides very good methods of the 5 mian points for company of marketing communications plainning process, which the well - stated SMARTobjectives, i found its simplely easy to understand how this means to work in the market. i really like it.
Rachel Bom Choi's comment, August 22, 2013 5:27 AM
@May Elizbeth . I found it simple and easy to understand the SMART obejective through this article. Interesting article May :')
Felix Feng's comment, August 22, 2013 5:42 AM
SMART is a good methos that easy understand and follow it. Those five objectives are the things that can not be ignored in the marketing communication program.
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Consumer Decision Making: Thinking or Feeling? - Marketing - Global Economic Crisis: Cengage Resource Center

Consumer Decision Making: Thinking or Feeling? - Marketing - Global Economic Crisis: Cengage Resource Center | milestone 1 | Scoop.it
Do consumers spend a lot of time thinking about and analyzing everything before they make a purchase? Or do they just buy things based on gut feeling, or by the seat of their pants? The answer is simple and is, "it depends." What does it depend on?
Ly Bibi Shen's insight:

This article emphasizes marketers understand decision-making drivers that are based more on intuition than reasoning and analysis, I agree with the statement “To understand what your consumer really thinks about your marketing, you need to understand both their logical and emotional responses, whether those responses occur consciously or subconsciously in their brains. Brand, product, packaging, advertising, and in-store applications all lend themselves well to neurotesting, neurodesign, and neuromarketing”. In the article it has mentioned that the human brain processes 11,000,000 bits of sensory information every second and only 40 bits can be handle in a second and consumers experiences is no longer just about 4Ps. Marketers have to put more effort on packaging, advertising, brand to catch consumers eye. For example, a company’s logo redesign in years and keep the logo simple, because it is easily cause them to utilize another company instead of yours. One more example: packaging. If a consumer never purchases yoghurt before, the package of the yoghurt or the color on the packaging may affect him/her to purchase.

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Ceres Wu's comment, August 21, 2013 3:38 AM
I totally agree with that saying "it depends", as many consumers are concern about the pricing bfore they purchase on something. Because different type of cnsumers in different level of income receiving. They pobably have may things whty would like to buy but because of money limited, and have to give up or choose other cheaper products.
Felix Feng's comment, August 21, 2013 11:19 PM
I agree with that "“To understand what your consumer really thinks about your marketing, you need to understand both their logical and emotional responses". Consumer decision making is make up in a logical way, however, the effect of emotional may bigger than rational. Then consumer purchasing behavior will be impact by temporary or continuity emotion rather than innate logical thinking. So that, it is important to understand both.
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Week 1: Starbucks Wishing You a Very Augmented Holiday Season | Adweek

Week 1: Starbucks Wishing You a Very Augmented Holiday Season | Adweek | milestone 1 | Scoop.it
Most days, it's tough to decide which I want with my morning coffee: scone or augmented reality . . .augmented reality or scone? Now, thanks to Starbucks, I can have both this holiday season!

Via With Intent
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It is really important for marketers to know how to catch consumers’ attention. “scone or augmented reality” Starbucks now giving out an app called ‘cup magic’ for consumer who purchase red cup coffee in x’mas time. People could download this app from smart phone and make all those charters alive with the red cup. You can enjoy this game while you drink your coffee at the same time you could send ecard or share it through facebook with your friends. Starbucks try to make consumers happy after they decide to their coffee. Nowadays, mobile phone is a necessary product that people will use every day. It is great that marketers knowing to use this app to attract consumer, while consumer playing this game which means that they have already purchase the coffee in Starbucks. This is the way to make good relationships between the brand and consumers. The goal of consumer engagement is to create meaningful consumer impact and generate either a behavioral result. Starbucks did it and this is the reason why Starbucks is undoubtedly amongst the world famous coffee brands. Although not everyone like this app or starbucks, but this is the way how a brand can staying on the top of the industry.

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Ceres Wu's comment, August 21, 2013 4:54 AM
I quite like this augment reality seems very humane service. Its helps people save a lot of time by standing in fornt of the shop counters and thinking what I should buy. I like the way they promoted their product and i think this is the way that Starbucks can reach out to younger generations because of the social media approach that it has. Great marketing plan.
Felix Feng's comment, August 21, 2013 8:44 AM
I believe that is one of the reason of why Starbucks can be one of the famous coffee in the world. Because it's stand in the consumer's point of views and try to do every possible thing to rise their satisfaction. No matter how big the effect will be, their attitude can maintian comsumer's loyalty or even raise the level of loyalty.
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Week 3: Integrated Marketing Communications | Social Media Today

Week 3: Integrated Marketing Communications | Social Media Today | milestone 1 | Scoop.it
Think about it this way: It used to be you’d have a crisis communication plan written and it would stay in a drawer until your PR team pulled it out the following year, dusted it off, and gave it a good rewrite.
Ly Bibi Shen's insight:

I definitely agree with this article on how this article tells us about that IMC is changing fast these days, as the way IMC should be used in the past and how it has changed now, we find it is more convenient than before and it explains that recently, most of the organization has lots of different departments work together and made up one person who needs to understand what the others people are doing and lead them to the right track so that they can easily achieve the short term and long term goals. This article also says that how the customer service has changed in IMC these days. E.g. Customer service used to be kept to the people in the cube farms who answered the phones all day. Now the PR or marketing professionals are managing customer service and experience through the social networks. And this article mentions that people should not be staying what they are comfort of, they should move out of their own boxes and work together with others instead of in their silos

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Ceres Wu's comment, August 21, 2013 3:18 AM
I agree with the point of when Gini says we need to find out the things that are "dead" what is the main issues are. As the integrated marketing commnunications it have been quite a long time, but we still can improve it. We might need to re-think why we have communicate confict while working as a PR, work with your colleagues on all facets of the organization’s growth. It also improve the way of commnunicate with your clients.
Felix Feng's comment, August 21, 2013 11:28 PM
The world is changing everyday, as well as people's. They are affect by external factors every second that may affect their lifestyle, way of thinking or even view of world. What business can do is use marketing as a media to learn consumer's need and want. IMC is one of way to do it. Knowing yourself as well as the consumer by communication, and at the end to engage them into your business.
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Week 2: The Importance of Branding | kbjonline.com

Week 2: The Importance of Branding | kbjonline.com | milestone 1 | Scoop.it
In order to help your clients as a social media manager you must first develop your brand.  It is essential to have your branding consistent in order to look (The Importance of Branding http://t.co/0RfX3U5X)...

Via Janet Muir
Ly Bibi Shen's insight:

This article is quite simple to understand the importance of branding. It says in the article “It is essential to have your branding consistent in order to look professional and to show your prospective clients the importance of branding themselves properly”. There are few points we should consider when we develop our brand. Firstly, we should begin with website; we have to make sure the website is connecting with the brand so properly maybe you could choose the same color with your logo and your website page. Because this will makes your consumer easier to remember your brand. At the same time, you may link all social media such as facebook youtube etc as young generation like to share their feedback and feeling about your brand with others and this is also a convenient way to let someone don’t know your brand to know it from people who known well. Especially, it is importance to think a brand name which is creative and could attract consumer and able to remember so then they could give it a call to your company such as ‘apple’ it is a very simple word everyone knows it or acronym such as KFC. Basically, you have to link everything should be consistent so then consumer won’t mix it with any other brands and websites.

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Ceres Wu's comment, August 21, 2013 4:41 AM
I quite like this article, very easy to understand. And, I like the way that this article using simple method driectly to the points of way create a brand. I quite agree with being consistent is a powerful tool. but, just one thing is, this might not useful for everyone,as there some people choose a brand is because they usually just that brand, and they have loyalty with that brand and trust it,what ever other pople think that is good or bad.
Felix Feng's comment, August 21, 2013 8:34 AM
Yes, the article is easy to understand adn explain points clearly. Branding has a closely relationship with consumer behaviour. Such as the example be rised by lily, the brand name of KFC or Apple is relate to memory, which is simple to be remembered. When someting is catch consumer's attention, and it is easy to remember, it sucess. So that the sucess of the branding starts the sucess of business.