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Rescooped by Chenghao Shen from IMC
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The Power of Ideas; Integration Across All Media

The Power of Ideas; Integration Across All Media | Milestone 2 | Scoop.it
New Media Knowledge (NMK) is a learning and business information resource for digital interactive media in the UK

Via Gaia Adni
Chenghao Shen's insight:

Human beings have alreadt stepped into the 21st century for some time, it is a stage where a large amount of information is conveyed and plenty of advertisements are put up no matter it is on the tv, radio or on the wall inside the supermarket. But in the article the author added that he thought that advertising is not an effective means for products sales and promotions any more, some advertisements can not be trusted as what people see in the advertisements is actually completely different from what they get sometimes. More people tend to lean onto their friends’ recommendations upon a particular products whether it is worth buying them or not. The author thought that integration is essential for the products marketing development, the author has also provided the answer of the direction of future integration with coming up two brands Zappos and Amazon to convince the readers. 

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JiaLe Wang (1132222)'s comment, September 26, 2013 5:25 AM
It’s very good insight and an interesting article. It is true that different companies has different marketing strategy and will have different channels to introduce their products. So companies need to choose suitable channel to advertising and should pay more attention on the how times have changed. This article does a great job of explaining how the integration across all media channels can be achieved. Social media such as Twitter and Facebook are huge these days for any kind of business. It is hard to find someone that is not on at least one of these social media sites and they are now often where people advertise their business/organizations.
Rui Dong (1248713)'s comment, September 26, 2013 9:16 PM
Advertising business peaked in the late sixties and still plays an important role at the present. However, advertising is no longer to trust by customers, because some products are not the exactly same as they bought. Therefore, the message should be delivered as the same across multiple channels. The three main types of integration are integrated media, integrated creative and integrated teams as shown in this article, and all appear to have an influence in the future of marketing. The author provided two examples, which are Zappos and Amazon to demonstrate marketing integration市场一体化 is effectively creating core creative ideas that can be adapted across every medium allowing businesses and brands to effectively communicate with consumers across different channels. Therefore, if integration deliver wrong message across different social media will bring a negative influence for both brands and products.
Rescooped by Chenghao Shen from Coastal Social - Digital Media Marketing
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Writing A Great Social Media Marketing Plan | Business 2 Community

Writing A Great Social Media Marketing Plan | Business 2 Community | Milestone 2 | Scoop.it

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 ways. I thought I’d mix it up by providing my opinion on this topic. I think a good marketing plan is part of a process that involves (1) setting goals, (2) measuring results, and(3) tracking performance. Most importantly, it entails regular review and revision...


Via Coastal Social
Chenghao Shen's insight:

In the writer’s view, there are three key points to write a great social media marketing plan: setting goals, measuring results, and tracking performance. You must define your goals clearly and at the same time set achievable and stretch objectives. This means you create a clear plan which outlines how your efforts will be measured. After you have worked out your plan, it is of much importance to have a clear method to track your progress. When all the work is done, it’s time to analyze everything you’ve accomplished. No social media marketing plan is perfect. There is always trial and error, so don’t beat yourself up if you didn’t get what you had hoped for. Take the time to go through it. This will give you a base for improvement and as you adjust, you’ll be armed with the data to consistently improve your overall social media marketing strategy.

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JiaLe Wang (1132222)'s comment, September 25, 2013 12:36 AM
Hi, this is a good article and I just want to comment some my own experience. Last semester I done the marketing plan for marketing management paper. When I first time touch this assessment I felt very confusing and don’t know how to do it. Base on this article a good marketing plan is part of a process that involves setting goals, measuring results and tracking performance. So in my opinion I thinks once launched a plan it’s very important to have a clear method to track progress. For example may choose social media or online marketing success. On the other hand, we need to do many of data resources because it could support most of ideas. Anyway , thank you share this article I learned a lots.
Rui Dong (1248713)'s comment, September 26, 2013 6:20 PM
This is a well-summarized article about how to write social marketing plan. Even though it is not easy to write a effective and successful social marketing plan, there are various ways to do it. This article defined three processes in writing social marketing plan, which are setting goals, measuring results and tracking performance. The goals set that must be with achievable and stretch objectives. This is the first step to create a marketing plan. Secondly, we cannot make everyone happy and meet every customer’s different wants and needs. The only one thing we can do is doing our best and sees how much we can improve. Therefore, the important outcome of this is to create a clear plan that outlines how your efforts will be measured. The last process that I personally think the most important one is. What the purpose of doing this marketing plan and how to measure your plan is successful or not are the core reason of tracking progress. After all of this, it is time to sit down and analysis what you have accomplished. Be courage to make a change if something goes wrong and don't be afraid to take a risk.
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What can the giants of technology teach the high street?

What can the giants of technology teach the high street? | Milestone 2 | Scoop.it
What can a more modest retailer learn from Apple, in order to improve the experience of shoppers on the high street?

Via Georgia Mackay
Chenghao Shen's insight:

What can a more modest retailer learn from Apple to improve the experience of shoppers on the high street? In order to answer this question, the author analyzes it from two aspects. One is that how can retailers win in the shopping game. Apple believes that technology should serve people and invests a great deal to protect it. Deliver best in customer service, not sales. An enjoyable shopping experience is important to customers. Be bold and unafraid to leave spaces for shoppers to mill, breathe, and reflect. Where you can, edit your portfolio and massaging. Another one is delivering experience. Companies see opportunity exists on the high street if you deliver an experience and offer shoppers what they are looking for. Shops are more than just places where people buy things. Indeed, they are the face of the brand, a support centre and meeting place. Be an inspiring place to visit, with passionate experts giving shoppers a great experience to boast about. 

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JiaLe Wang (1132222)'s comment, September 25, 2013 1:40 AM
I agree with chenghao that the article did provide a great example to explain how an effective communication mix can achieve objective measureable results. As we can see Apple products has maintained a high price than other company. The main reason is because Apple Company is quite popular in this word and they spend lots of money on the social media channel. Therefore most of people want to buy one product from apple store; some people thinks get one Apple product stand for unique. So they don’t care how much will cost.
Rui Dong (1248713)'s comment, September 26, 2013 7:34 PM
Apple is a wonderful example with very strong brand reputation and equity and keeps the top position for a long time. However, with the developing of marketing, Apple is seeking for changing against its objectives. This article mentioned a thought-out phenomenon, which sometimes retailers focus on running their operations more than the purpose and who retailers running for. This article gave some suggestions to help Apple measure their objectives and performance. When customers go to the shop, the most important thing is not to sell them products but when they leave with an enjoyable experience. Leaving space and take it slowly for customers will make them feel more comfortable than rush. Clearly understanding what customers want and give accurate suggestions with their procession will reduce customer’s confusion because of too much products choice. All of these professional behaviors will impressive customers in order to adapt the changeable marketing.
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Direct Marketing and Consumer Engagement

Direct Marketing and Consumer Engagement | Milestone 2 | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Gaia Adni
Chenghao Shen's insight:

As the title of the article indicated that nowadays more and more people have direct marketing than ever before, because the technology is becoming more advanced than before and people even are able to have many interactions online with sellers. According to the author’s personal experiences, he can get some relevant products alert information informed by email or other means of message expression. For example, he said that he can buy the products he likes and even let the companies do the modification for the products according to his own requirements. He said that the modern direct marketing way should be convenient and easy in terms of operations, such as smartphone order making etc. He also offered the readers an example of the budget airline in Europe called Easyjet with some overwhelming statistics such as the number of passengers it carries per year, its profit and the seat capacity inside the flight cabin which creates a large amount of business profits every year by implementing correct business marketing strategies.

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David Blomfield's comment, September 26, 2013 10:35 PM
This is a great article and looks at the impact of social media on direct marketing. Direct Marketing is effective because it allows marketers to strengthen their relationship with consumers as well as getting feedback about their product. Not only is it becoming more and more popular as a marketing tool but it is also relatively cheap to use.
Alex Wang's comment, September 26, 2013 10:36 PM
I like the example you used, Florence. It is always so crucial to have interaction with customers. Through the communications, customers would think they are considered as a member of the societies. And getting customers involved, they will become more loyalty to the brand.
Thapthim (Thim) Phithak's comment, September 26, 2013 10:45 PM
I agree with you Sean, i believed that direct marketing works best. I feel that receiving emails and texts are not that engaging compare to personal selling. When you market you products or brand directly to the consumers, you can connect to your consumers emotionally and engage to them better.
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Social media, offline and online media ... joining the dots

Social media, offline and online media ... joining the dots | Milestone 2 | Scoop.it
Because social media is so relatively young, and fast moving, there is a view that it doesn’t need to follow traditional marketing rules.   This is simply not the case. Social media is a fantastic ...

Via Jessie Joseph
Chenghao Shen's insight:

Social media is a fantastic marketing opportunity for businesses today. There are six key elements in social media process: strategy, marketing planning, marketing implementation and integration, ongoing engagement and responsiveness, considering social media data and measuring results. If a business wants to develop a social media presence, it needs to allocate the time and resource to ensuring that these steps are managed. Social media marketing needs to be integrated into existing online and offline marketing activity, keeping the social media channels and message consistent, and producing a fully rounded, integrated marketing story for a brand. Strategy is the critical starting point. Having worked out which social media to integrate into your marketing activity, and how to make them engaging, build a calendar of events, posts, content and links, and stick to it. Keep the activity alive and don’t fail to deliver your promises. 

 

 

 

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JiaLe Wang (1132222)'s comment, September 25, 2013 1:24 AM
Good business goals couldn’t without integrated social media systems. Using a fantastic social media must help business get a perfect marketing strategy. For example, apple company they has many social media, such as Facebook, website, magazine, TV and so on. Apple Company almost cover whole social media channel to introduce their products. They do think any social media campaign should also be integrated with other online and offline channels. In this article I learned six key elements could help marketers improve their social media skills.
Rui Dong (1248713)'s comment, September 26, 2013 6:58 PM
Social media is new, young and moving very fast. However, it cannot survive for a long period without following traditional marketing rules. No matter what kind of business pattern, social media provided very good opportunities for them to explore and expand their business scale. If social media campaign combine with online and offline channels such as sales promotion or PR and so on will help business attract more prospects and maintain loyalty customers than ever before. All business should allocate time and resource to develop social media presence, so that tracking performance is play an important role in using social media. Making your social media performance fun and interesting is a competitive sector to attract people and keep this campaign going will the way to more successful. This article points six elements that could help marketers better use social media.
Lady Lee Cope's curator insight, August 12, 2014 11:46 PM

Businesses nowadays rely greatly on social media as a campaign tool as part of their marketing strategy but is this enough? This is a very useful article that talks about creating media integration for any social media campaigns with other online and offline channels such as print, telemarketing etc. Relying on social media could be a great tool to create awareness about a brand but without media integration, a brand will not get that far. Consumers tend to remember a brand more if they hear the same message in different media. Therefore, using other means of media campaign will help create that "synergistic" effect as opposed to relying on a single media campaign strategy.