Milestone 3
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Topic 3: IMC Planning

Tarjana Patel's insight:

This article explains the importance of an IMC plan. It is essential for any business or organisation to plan as it helps meets the company’s objectives and become more profitable. The IMC planning process consists of six steps which include:

Identify target market
SWOT analysis
Determine marketing communications and objectives
Develop strategies and tactics
Set budget
Measurement and evaluation

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jaklinissaeva's comment, May 9, 2013 1:46 AM
Planning is a crucial aspect of running any successful business. Without it, your at risk of potentially damaging the way you set to go about your current business objectives. As stated in this article "There are several other reasons for IMC planning, including the following:

Provides evidence of what the company wants to accomplish.
Inform stakeholders of company's strategies to achieve the plan.
Evaluates strategic roles of MC mix tools for the campaign.
Determines size and allocation of the IMC budget for MC mix tools.
Ensures integration of the IMC plan and program.
Introduces coordination and organization to marketing communications.
Assists company in maximizing brand impact and profit". This pretty much sums up the reasons why IMC planning is beneficial for your business, which I agree with.
Renee Quarrie's comment, May 9, 2013 3:36 AM
IMC planning is essential in developing a core message. Making sure you determine your target market is a crucial first step of the process. I think this article provides a good understanding of the steps in this process.
annabel rollinson's comment, May 9, 2013 8:03 PM
I agree that in order to make a marketing plan and strategy successful is to keep the brand and message consistent, if this is no evident the strategy planned may not succeed. Planning is key to anything, planning an essay for example. No element can survive without a plan.
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The Role of Direct Mail in the Modern Marketing Mix

The Role of Direct Mail in the Modern Marketing Mix | Milestone 3 | Scoop.it
Tarjana Patel's insight:

With the growth of digital marketing, marketers are starting to believe direct marketing has little value. However this is not the case, as if direct marketing is carried out properly, it can lead to an increase in a company’s ROI.  For effective direct marketing, consumers need to be targeted correctly through their interests, demographics and purchasing behaviour. Direct marketing can also lead to a greater level of emotional response and sales compared to other channels. 

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Emily Gavigan's comment, September 26, 2013 11:09 PM
Great article Danielle, like you say bombarding people with flyers in their letter boxes won't create a response from consumers but setting in place a strategic marketing strategy to work out how they can effectively target their customers, will have much more of a positive response. A marketing strategy is essential in using direct marketing as a communication tool because without it the effectiveness of the campaign is lost.
Maggie Zhang's curator insight, September 27, 2013 12:08 AM

As today, more and more companies start to realize the importance of the direct marketing. Direct mail, as one of the most important tools for direct marketing, still plays a big role communicating with the customers. The research showed that 83 percent of direct mail is opened in comparison to average email open rates of 11 percent in UK and 44 percent of consumers have visited store, purchased or enquired the product after received the direct mails from the company. The research tells us even nowadays more and more companies chose using direct email instead of direct mail, sending mail is still an important tool to reach certain consumers. 

Rachel Chen's curator insight, October 3, 2014 12:00 AM

Direct mail marketing is seen as a dieing source. Within todays modern technological society, social media, email, internet etc. is seen to be such a better and more advance way to market a company or product that it has left many wondering if there is a future for mail marketing. Response is carefully measured in an attempt to take the waste out of marketing and should be part of your long-term strategy. Activity through virtually any media can be classed as direct marketing.

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Marketing Communication Mix Overview And Guidance

Marketing Communication Mix Overview And Guidance | Milestone 3 | Scoop.it
What is the marketing communication mix and what does it mean to you? Study traditional and newer elements of integrated marketing communication. Get help with your marketing communication plan.
Tarjana Patel's insight:

This article explains each component of the communication mix, also known as the promotional mix. The communication mix consists of Advertising, Personal Selling, Direct Marketing, Public Relations and Sale Promotion. Despite Advertising being expensive, it is well worth the money as a it a source of mass media having large exposure to consumers making it very effective. Personal Selling can also be expensive. Direct Marketing done right can also be effective as it creates valuable relationships, with consumers in the long run. Public Relations and Sales Promotion seem to be less attractive. 

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jaklinissaeva's comment, May 9, 2013 2:03 AM
What I liked about this article is that it discussed as wll as gave examples of both of the components of the marketing mix, as well as the promotional mix. The most important aspect that needs to be focused on is conveyed the same message accross all medium channels of communication, which can be achieved if a good marketing mix strategy is followed.
Renee Quarrie's comment, May 9, 2013 3:10 AM
Having a strong marketing mix is integral to the success of any company. All aspects of the marketing mix contribute to having a campaign which will return results. Depending on the product being marketed will determine what mix will be used, whether its a large focus on personal selling, or its a strong run on direct marketing.
Tarjana Patel's comment, May 9, 2013 6:49 AM
Yes, i agree, it is important for the company to identify whether it should adapt to using all of the mixes or certain mixes, depending on there product. Therefore it is important to follow the IMC plan to help decide this.