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Rescooped by Dallan Milich from IMC Weeks 6,7 and 8
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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? | Milestone 2 | 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 kevin bang, Kate McKenna
Dallan Milich's insight:

This article has thrown me off what I thought marketing integration is. I thought that the same message was going to be portrayed across very channel. This article suggests that, that would become boring to consumers. You still communicate the basic idea but in different ways to keep the consumer linking the ad to the basics of your brand. “It’s about connecting the brand with human emotion”. Human emotion depends on you liking it or not and why? Creating (or not) a bond that lasts long!

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Dallan Milich's curator insight, October 1, 2013 10:24 PM

This article has thrown me off what I thought marketing integration is. I thought that the same message was going to be portrayed across very channel. This article suggests that, that would become boring to consumers. You still communicate the basic idea but in different ways to keep the consumer linking the ad to the basics of your brand. “It’s about connecting the brand with human emotion”. Human emotion depends on you liking it or not and why? Creating (or not) a bond that lasts long!

Abbey 's curator insight, March 17, 2014 4:41 PM

I find this article really interesting, It highlighted to me the importance of having a deeper connection with consumers when marketing your brand or product. Something I picked up on both the Snickers and Nike campaigns is that the use the word "you"...

 

Nikes "Find your greatness" and snickers "Your not you when your hungry". The use of "you" is more likely to make consumers feel targeted and included by the advertisement and as though it was directed at them. 

Stacey Pretorius's curator insight, May 6, 2014 2:29 AM

This article contains valuable information on key aspects of integration for businesses looking to run IMC campaigns. Integration is using a unique concept from the brand, and by incorporating consumer insights develops the campaign across different communication disciplines in creative and different messages

Rescooped by Dallan Milich from QR Codes, Beacons & NFCs
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Not Just QR Codes: 4 Ways to Fine-tune the Direct Mail-Mobile Marketing Tandem - Business 2 Community

Not Just QR Codes: 4 Ways to Fine-tune the Direct Mail-Mobile Marketing Tandem - Business 2 Community | Milestone 2 | Scoop.it
Not Just QR Codes: 4 Ways to Fine-tune the Direct Mail-Mobile Marketing Tandem
Business 2 Community
QR codes didn't single-handedly save direct mail campaigns, and they certainly won't singlehandedly save yours.

Via Paulo Gervasio
Dallan Milich's insight:

This article was very interesting for me because before the week 8 workshop for IMC I had no idea what a QR code was, as I had seem then around. I knew it was a barcode but didn’t know what do with them or what they did. This article explained that it stood for a quick response code that you scanned with your smart phone. I think that more advertising should go into advertising the QR codes because I personally think they are a good idea. The advertising would be to show people how they work and maybe offer prizes just for using the app. Scanning the codes would be fun and interesting. A good and easy way to link consumers to your companies website.

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Jordan Reti Pereira's comment, September 26, 2013 8:58 AM
@Dallan. Your insight proves how dynamic technology is, and how quickly marketers manipulate it to benefit their brands. QR codes are used as a real world hyper-link to a designated website that can connect the consumer to the product/service in an instant. What marketers need to be careful of is the limited knowledge of this technology, as many smartphone users are like Dallan and many more, in which they don't even know how to use it, therefore being unable to access the information.
Enele Westerlund's comment, September 26, 2013 8:10 PM
Jenny, good article to read. QR codes definitely play along with the shift in consumerism as it is something technology seems to be moving towards (maybe). It could cause a good sense of curiosity and create a consumer engagement. It needs to be undertaken carefully as marketers need to let consumers know how to use a QR code. I agree with your insights where people are always avoiding being advertised to (circumstantial) so marketing methods such as QR codes can be a positive thing.
Wenjing Zheng's comment, September 26, 2013 9:47 PM
interesting article to read and i am agree with your opinion.QR codes make consumer connect to company more quickly, but personally , i don't use QR code, as i am not sure about what it does. i think it should provide more information about how to used it, and what it does
Rescooped by Dallan Milich from Creating an effective communication mix
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Milestone 2 | Scoop.it
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...

Via James Marbeck
Dallan Milich's insight:

I found this article just reinforced my ideas about the marketing mix. The one part that I found interesting however was how the author put it into context as a small company. The small company would have to think about measuring the cost because they obviously would be restrained financially, leading them to be forced to spend in channels that aren’t suitable or as strong as say TV. I never really thought about this aspect of the communication mix and relating it to the real world. It could be a positive as small companies may try being more creative with the money do have to create a big impact (results).

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Dave Everitt's comment, September 26, 2013 6:41 AM
Dallan, what I like about the article and feel is the most important aspect of it is the focus on measuring your marketing activities. There seems to be a growing trend to ensure brands can prove the effectiveness of their campaigns to understand what works and what doesn't. I think your comment about the small company needing to measure cost is also very true and I think this may be why there is a growing focus brand have on social media (where minimal up-front spend is required
Jordan Reti Pereira's comment, September 26, 2013 9:17 AM
@Dallan. Your insight on this article is great, because it is the main reason why the boom in social media marketing has been so immense. The fact that money is virtually useless (in a way) when creating a successful social media connection between your brand and your customers, the small businesses have that chance they didn't have before, giving them a step closer to the richer companies.
Chelsea Tidswell's comment, September 26, 2013 5:48 PM
This is a great article you have chosen Janis. It explains in detail what the marketing mix is made up of and how important it is for a business to know how to communicate with their target audience correctly so ensure money isn't wasted on outlets that do not reach the right people.
Rescooped by Dallan Milich from IMC: The power of ideas : integration across all media. Direct marketing : the ultimate in consumer engagement?
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10 Powerful Tips to Increase Fan Engagement on Facebook | Jeffbullas's Blog

10 Powerful Tips to Increase Fan Engagement on Facebook | Jeffbullas's Blog | Milestone 2 | Scoop.it
Facebook is the social network preferred by most businesses when planning and implementing their social media marketing strategy. It is the most powerful social network on the planet.

Via Ali A. Sabkar, PHAM THU NGA
Dallan Milich's insight:

The article would be in my opinion the best article to read for a company wanting to explore the social media network called Facebook. The article gives 10 tips on how, when and what kind of posts you should be creating in order to achieve maximum engagement on your Facebook page. The tips that made the most sense to me were based around the time of posting, which was during the week, normally when people are bored as we all normally have busy weekends. The other tip was about how much to post, like emails your don’t want to receive too much otherwise you’ll most likely end up getting annoying and deleting them, they say 1-4 posts a week produces 71% higher engagement than if you were to post 5+.

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Gregory Farr's curator insight, September 26, 2013 9:19 PM

This article is very good for those interested in marketing through Facebook. Facebook is the largest social media website and can be successfully used to attract a large audience. This article gives great pointers of how you can use the built in Facebook stats to maximize the potential of your marketing. Using Facebook is a good place to start but to get the most out of it you need to work out what timing of which days is best to reach which consumers. If your posts are being released at midnight most the potential market may be asleep and never see your advertisement where as you might gain an exceedingly large viewer base on a Friday night. Using coupons and promotions are other successful ways to get more viewers to your product. Overall i think this article is excellent for any company thinking about using social media as it gives that more in depth look into how to fully maximize potential 

Ashleigh Nicol's comment, September 26, 2013 10:24 PM
I think those companies and brands that are thinking about marketing through Facebook need to be careful. This is because some of their efforts may go unnoticed by users of the site. Facebook is one of the largest social media platforms however from personal experience I know the adverts and marketing can be tiresome and annoying. I at times find myself completely ignoring them because I'm not on that site to shop, I will specifically go to online shopping sites for that sort of media.
Dallan Milich's curator insight, October 1, 2013 10:25 PM

The article would be in my opinion the best article to read for a company wanting to explore the social media network called Facebook. The article gives 10 tips on how, when and what kind of posts you should be creating in order to achieve maximum engagement on your Facebook page. The tips that made the most sense to me were based around the time of posting, which was during the week, normally when people are bored as we all normally have busy weekends. The other tip was about how much to post, like emails your don’t want to receive too much otherwise you’ll most likely end up getting annoying and deleting them, they say 1-4 posts a week produces 71% higher engagement than if you were to post 5+.

Rescooped by Dallan Milich from IMC Weeks 6, 7 & 8: Milestone 2
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How to Develop a Successful Cross-Channel Marketing Strategy

How to Develop a Successful Cross-Channel Marketing Strategy | Milestone 2 | Scoop.it
According to a Harvard Business School study, retailers taking advantage of cross-channel marketing were more profitable than those employing only a single channel.

Via Emily Gavigan
Dallan Milich's insight:

This article gives a explanation on how to develop a successful cross channel marketing strategy and the benefits that it can produce for your company over single channel marketing. I really liked this article because everything I read actually made sense to me. For example I liked that the article gets you to question what type of company you have and that certain media outlets may be better suited to your target audience. The article also makes it clear that one message is better than multiple messages and will help the consumer remember your brand. It is important to know that not one strategy fits every brand and you have to do what you think is best to fit your company.

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Rebecca Taylor's comment, September 26, 2013 1:00 AM
Very good insight and an interesting article. SEO is clearly so important these days and I find myself very aware now of how I use Google and how I react to adverts on the site also. This is such an effective marketing technique as it specifically targets those searching for their product, but possibly leaning towards (or blatantly searching for) their competitor. For example if someone wants a telephone provider and they search for Telecom, no doubt there will be ads for 2 Degrees and Vodafone ready and waiting to grab the consumer.
Dave Everitt's comment, September 26, 2013 6:45 AM
This article reveals a lot in a short space of time. Dallan I think that this article definitely reinforces the relevance of cross-channel marketing primarily through new age technology to activate the campaigns which are being rolled out in traditional advertising. For example, the article outlines the role social media and mobile friendly content has on the effectiveness of the campaign. Interesting
Jordan Reti Pereira's comment, September 26, 2013 9:11 AM
@Dallan. This article is awesome, as it highlights how some of the most successful eBusinesses operate. For example, the NZ website MightyApe has a cross-channel marketing strategy, where it operates across a number of channels that is made available to customers at their discretion. They have social media pages in places such as FB and Twitter, where they can be "followed" via their website. They also engage in direct mail communication through email subscriptions with dedicated areas of interest (eg. You can be emailed offers for Xbox 360 games only, and Blu-ray movies). This article says that the more you offer, the better you will perform. Although many of these services may not be utilised by many users, the option itself shows that the company is capable of offering such a high level of attention and service to their customer.