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Rescooped by Vic Methven from The power of ideas; integration across all media.
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Bringing It All Together:  Four Examples of Integrated Marketing Campaigns

Bringing It All Together:  Four Examples of Integrated Marketing Campaigns | Milestone 2 | Scoop.it

Via Tyler
Vic Methven's insight:

This article is a great read because it gives insight into four companies and how they have effectively used integrated marketing campaigns across a wide range of communication tools.Tkey component of these campaigns was the successful transition of the messages being used across each marketing channel so there was no confusion between the message the companies wanted to get across. Kraft foods ‘Huddle to fight hunger’ campaign, the marketing communication tools were through consumer incentives, cinema, magazine and newspaper ads, social media, in-store details and even mobile apps to help promote the campaign. Other American companies, for example, Dickies and Popeyes also used integrated marketing campaigns effectively to help retain a loyal consumer base in their products, hence the successfulness of these companies that have been around for over 30 years and are still popular among people today. This article shows how efficient campaigns can promote brand awareness and consumer loyalty. Each campaign targets specific audiences for their products, Kraft uses another campaign where the consumers’ tweets were advertised on television and YouTube channels, this shows how social media can improve brand awareness and create relationships between the brand and its consumers.

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Anna Shen's comment, September 26, 2013 9:41 PM
Hey Vic, an interesting read about how different brands can effectively use integrated marketing campaigns using a variety of communication tools. It’s very interesting how all the brands have used different strategies toward their successful campaigns. The examples in the article made it simple to understand. I agree that the key factor of a successful campaign was to clearly transition their message across each marketing channel. In example is how Snickers has successfully done so. In result they have created brand awareness and strengthen customer loyalty.
Onnie Wongchanon's curator insight, September 26, 2013 10:27 PM

This article explores the four integrated marketing campaigns that have effectively combined traditional methods since as conventional promotion offline marketing where they are face to face with consumers a long side with online marketing tools since as Facebook. A combination of the two advertisements is used effectively allows for a successful marketing campaign. The examples used in the articles are by Kraft Foods, Popeyes, and Dickies. 

Thapthim (Thim) Phithak's comment, September 26, 2013 10:39 PM
Hi Sean, I think that this article have given good examples which is good because it give me and idea of how i can integrate ideas across different mass media.
Rescooped by Vic Methven from The Social Media Story
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Social Media: Making Friends For Money

Social Media: Making Friends For Money | Milestone 2 | Scoop.it
Social Media: Making Friends For Money
Business 2 Community
Businesses question the value of incorporating social media into their marketing communication mix.

Via Susan Andrews
Vic Methven's insight:

This article examines how building friendships with consumers through social media sights as part of the marketing mix can have great benefits and make money. It makes an interesting read with images giving examples on how using social media sites can benefit a company. These images help clearly define and explain the method of using social networking sites as a marketing mix tool and how this can be a positive impact for businesses, it also adds extra interest and insight into the article itself. The article provides good background information on how influential social media is on consumers’ lives and how much time is also spent on the sites per day. Also with the given knowledge that consumers are strongly influenced by what a friend thinks about a particular brand, for example, if a consumer is unhappy with a product and posts a status about it on Facebook , then you as the consumer are likely to read that status and form a negative opinion associated with that product and vice versa  if a positive status is given for a product. The use of social media can be used to provide online members special deals or helpful information, exclusive access to new products or services or even create a community of loyal consumers through social media sites. Following a step-by-step process will help allow companies to build relationships with its consumers and therefore retain customer loyalty on products. This article is a good read on the positive benefits to integrating social media into the marketing mix to create relationships between the consumer and company.

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Anna Shen's comment, September 26, 2013 9:29 PM
Hey Vic, I enjoyed reading this article and I strongly believe that through using social media (facebook) can bring great benefits and profit for a company. The illustration on the article made it enjoyable and captured my attention at how these steps can be easily incorporated for a business. As we can see, through the use of Facebook we can develop a strong long term connection with the brand. In example of my experience, I do online shopping on Tobi, although their website does not have any reviews about peoples experiences with them, I know I can turn to their Facebook page where there are a lot of comments good and bad about what real people have purchased, and how Tobi has handled the situation. In a way it is also a form of word of mouth.
Wenjing Zheng's comment, September 26, 2013 10:22 PM
"consumers are strongly influenced by what their friends think about a brand." i am totally agree with this statement. a good use of social media can bring a great benefit for a company.Nowaday, social platform has become a most popular place that people connected with others.a great way for brand's to engage with consumers on a more personal level because consumers are more likely to respond to products or attributes with emotional attachments of some sort.
Maggie Zhang's curator insight, September 27, 2013 12:18 AM

The reason why I scooped this article is because the article rose up an interesting point about online communications – making friends with your customers. The article used Facebook as an example to explain why online marketing is important. The author listed four reasons why marketers should use online communication tools to expand their marketing. Facebook has provided a fantastic platform for both consumers and companies to communicate with each other. Just like the article I have read before about mobile marketing, marketing communications are not only one-way communication nowadays. Another benefit of using online communicating is more efficient and economical. The companies can act faster to their customers’ feedback and the customers can be managed better. 

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How the nonprofit communications mix differs across the generations

How the nonprofit communications mix differs across the generations | Milestone 2 | Scoop.it
Suzanne Hallsworth is the Community Giving and Communications Director for the Oakville Hospital Foundation. In her role, she leads the annual giving, community fundraising, and special events teams and develops ...
Vic Methven's insight:

This article refers to the different tools being used for non-profit communications across the generations and creates more effective communication strategies for non-profit organisations. Key information that was found in the study is the relationship between multichannel communication and the necessity of finding the ideal mix from generation to generation. Both channels from Generation X and Generation Y have equally shown positive responses when direct marketing communication have been used. Boomers and Matures are also known to use internet as a communication tool meaning they should not be left out and subjected only to newspapers and print copies because they can also be targeted online and with direct marketing. Overall Generation X and Y prefer to stay connected online, viewing photos, uploading videos, live chat etc. and Matures will be more likely to sign online petitions rather than upload videos, view photos and participate in live chat, and lastly Boomers are likely to listen to online podcasts and sign online petitions. With Generation Y being very active users of Facebook, Twitter, Pinterest etc. there use of social media is very high and moving from Y to Matures it shows two extremes from high use of social media to little or no use of social media from the Matures but will still be very much involved in direct mail. The article lastly states for the best results in reaching all of your target audience you need to know what they want in the first place and the types of people they are. This will help to avoid any channels being missed or over used when they are not communicating to anyone in that particular marketing mix. This article was good in helping give insight on the communications mix between generations and the differences between them, this information can also be used for not only the non-profit sector but also companies that are all for the increase of profits and revenue.  

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Chontelle Ah-Ping's comment, September 26, 2013 8:06 AM
Hey Vic, the findings of this article I thought were quite interesting, especially in regards to the differences in the ideal mix between the two generations. The positive responses to direct marketing may be as they were some of the first marketing we were exposed to. Interesting though was that both generations prefer to stay connected online, however through different mediums within the channel. I think that as people, we are curious of what our peers are doing and also want to be acknowledged for our own efforts, and that may be why staying connected online is preferred; it is numerous, highly accessible and highly variable. Therefore the target audience’s wants and the types of people they are highly important in selecting aspects of the communication mix
Anna Shen's comment, September 26, 2013 9:19 PM
Hey Vic, a very interesting read on what channel different generation uses. It is important to see what channel they use as we can see they are some what different when compared to each other. So this means we need to personalize the why we target those audience. It is interesting to see that both generation X and Y prefer to stay connected through online. I agree with your last statement where you have to know what your customers need to know what they want as well as what category of consumers they are.
Rescooped by Vic Methven from IMC Weeks 6, 7 & 8: Milestone 2
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Ask the Experts: How Would You Redefine Direct Marketing for the Digital Age? | Direct Marketing | Neolane

Ask the Experts: How Would You Redefine Direct Marketing for the Digital Age? | Direct Marketing | Neolane | Milestone 2 | Scoop.it
Hear from various industry experts on how direct marketing tactics and strategies have changed as the digital age has emerged.

Via Emily Gavigan
Vic Methven's insight:

This article examines ways to redefine direct marketing for the digital age, where direct marketing addresses channels that connect not only the right offer but also connects that offer with the right person. With high advances in technology, the new task of digitalizing everything from the use of Apps on smart phones to the general use of Facebook across all ages means companies have to adjust to the times or fall behind, especially in terms of direct marketing. This article gives good insight into the use of direct marketing and how it is used to sustain consumers and drive brand -growth, this means that the method is not only data driven, but also a consumer focussed approach. Direct marketing is now based around integrating of the marketing mix and communication tools to effectively target the appropriate audiences for the products or services on offer. Reading through the article, the reader is provided with good insight into the methods behind direct marketing and how it should be redefined for the new digital age, the responses from experts helps give clear understanding into what this entitles and how the benefits can add sustainable growth of the brand and also retain consumers. The increase in technology merely allows direct marketers to target consumers on another level, and engage them further to the brand, using this tool will be a valuable way to generate more responses from consumers.  Reading the experts insights adds to the knowledge around the direct marketing campaign and its importance in the marketing mix and the business as a whole, this article is a good read in defining the new way to innovatively use direct marketing through social media and the digital age.

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Chontelle Ah-Ping's comment, September 26, 2013 8:53 AM
Hi Vic, I think it fascinating how such changes in the way we live can provide such large opportunities for businesses to target consumers. The development of the digital age has meant that companies should leverage these channels as consumers are constantly interacting with them and hence direct marketing has become more relevant. So, direct marketing is no longer just direct mail you receive once a day when you go out to your letterbox to collect it. It has changed to become more relevant to today’s consumers and enable businesses to more effectively engage the target audience. That is, brand’s marketing efforts, including direct marketing, must change with the times to understand their audience so their communications and engagement are most effective.
Anna Shen's comment, September 26, 2013 9:59 PM
Hey Vic, I agree that direct marketing is no longer how it used to be so it needs to be redefined to suit the growth of the new digital age. By keeping up with the new digital age is very beneficial for a company as it keeps the brand ‘alive’ through retaining customers. I liked that you have pointed out something I find important where by redefining direct marketing channels that not only connects the offer, but it connects with the right person for that offer. This I believe will strengthen the consumer base as well as being cost effective for the business.
Yunqi Zeng's comment, September 26, 2013 11:34 PM
I agree with Lucy. The direct marketing is useful in now days.
Rescooped by Vic Methven 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
Vic Methven's insight:

With the introduction of new marketing techniques and different uses of direct marketing using QR codes and other forms of innovative communication, it is important to understand that this cannot be the only use of direct marketing campaign. This article looks at ways to fine-tune the direct mail mobile marketing tandem and to effectively build the bridge between mail and mobile. QR codes take participants from physical to digital but the process is only helped by the marketers, the rest is up to the consumer. The article talks about various steps to help ensure the experience is ‘friendly’ for the consumer; this means making the transition from mail to mobile is not difficult, daunting or confusing. Consistency is difficult but equally as important as conversion, this means the messages needs to flow smoothly and not vary too much from the mail and mobile versions, this is very important when looking at marketing channels. Being able to share your product is also a key aspect to help match offer/content given to the consumers. Lastly being able to crunch the right numbers is just as important as the other three points, as the costs behind the conversion is crucial to ensure how many people are using the mail to then scan the QR code and move to mobile. This article provides good points in the use of QR codes and how it is used as direct marketing in two channels that join into one and how this can be done in the most effective was possible for the consumers.

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Chontelle Ah-Ping's comment, September 26, 2013 8:38 AM
Hey Vic, this article I found particularly relevant as although I had seen QR codes before, I had no actual idea of what they were used for until our workshop. In the ways to fine-tune this and the bridge between mail and mobile, I think from my experience, marketers need to be more informative in their communications with QR codes into what they are and how they can use them. All too often I just see them “plonked” in the corner of a pamphlet. So really, it needs to be a more friendly experience as you have pointed out. Overall, I think from reading this article that QR codes are very effective at linking consumers to companies’ content and sharing this, and can be done effectively through these four steps to fine tune the direct mail-mobile marketing tandem. QR codes in direct marketing show much promise.
Anna Shen's comment, September 26, 2013 10:56 AM
Hey Vic, an interesting read as I have seen QR codes before but was unsure of what it does. QR codes are innovated communication that I feel need more information in how this work, because with no information, the businesses are unable to connect with the customers thus lose communication. In example of my experience is I would see a lot of these QR codes in fashion magazines, but never thought it would link me to where the product is from. This shows that technology has rapidly changed where marketers can benefit from this now.