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Rescooped by Elizabeth Anne Dale from Lead Generation!

Developing Effective Marketing Communication Mix | eHow

Developing Effective Marketing Communication Mix | eHow | Milestone 2 |
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.

Via Erica George, jaklinissaeva, zzz, Somerville Communications UK SMB
Elizabeth Anne Dale's insight:

Nice article, with rather basic, but informative 5 step process for developing an effective marketing communication mix. Covers the basics of identifying target audiences, creating key message points, identifying opportunities, writing a plan, and identifying your tactics. While it may be basic, they are good points, that do need to be thought about! The article also finishes with a warning to make sure that you are realistic, especially about budget, I think this is important, especially for those small businesses that want to develop an effective communication mix. You're budget isn't going to be anything like Coca Cola's, so you need to make sure you think on a smaller scale, otherwise it just isn't going to work. Overall a nice little article that draws on theory from week 6, creating an effective communication mix.


Elaine Li's comment, September 27, 2013 6:07 AM
Great insight. I think this is a great article in relation to our week 6 coursework because it gives a great develop on how to set up an effective communication mix. In order to implement a good strategy through the marketing promotional mix, there are five steps listed:
1. Identify your target audiences
2. Create your key message points
3. Identify your apertures
4. Write your plan
5. Identify your tactics.
As long as you follow these steps, marketing communication mix will not be a problem to your business anymore.
Swati Tiwary's curator insight, October 2, 2013 2:48 PM
This article outlines the importance of developing an effective marketing communication mix. effective communication with consumers is vital for any business. This part comes under the promotion part of the marketing plan. It is important to have a variety of communication techniques as the target audience for every product is diverse. This articles states 6 ways of developing a good communications mix: 1) its important to have identify the target audience: this can be done by a good extensive research. The target audience needs to be further segmented into categories such as current customers, prospective customers and early adopters 2) Create your key message points: it is important to pin point the key messages that the company wants to impart to the consumers 3) Identify your apertures: it is important to find out the opportunities or openings to reach their audience. For example if a company wants to reach school children then they need to make use of a classroom 4) Its important to write the plan: Writing the plan in a clear and concise manner is important. They key objectives and the plan to fulfill them is important so people have clear guidelines to follow 5) Identify the tactics: tactics are important to meet the overall objective. Its good to use tactics that would appeal to the target audience. Effective communication is vital for integrated marketing communications. communication is not a straight forward or a single dimmentional thing. Its multi faceted just like the market and its consumers. hence it is important to have a mix of different communication strategies to cater to all the different segments of the target audience
Rachel Chen's curator insight, October 3, 2014 5:10 AM

It is a really good base for entrepreneurs and marketers in new startup businesses, as well as organisations who wish to increase brand awareness across a wide audience. It’s first important for any firm to identify its target audience with the use of demographic factors like age, buying habits and any other habits relevant to the organisation. It’s also important to create a key message with the direct information that is going to be communicated to the customers and target audience. This basic process will be the keystone to implementing an effective communications mix and highly recommend using it as planning tool for planning your promotional approach.

Scooped by Elizabeth Anne Dale!

Say Hello to “Demand Tagging,” The Next Generation of Direct Marketing

Say Hello to “Demand Tagging,” The Next Generation of Direct Marketing | Milestone 2 |

The retail industry is experiencing a fundamental shift in consumer expectations as mobile technology nears ubiquity.

Elizabeth Anne Dale's insight:

This new concept of "Demand tagging" is really exciting, and is just a really good example of how technology can modernize a well used and quite traditional form of marketing. It's a win win situation for both consumer's and companies, as consumer's don't get bombarded with irrelevant mobile advertisements that they simply have to click out of, and companies are not paying for direct marketing that is not reaching their desired target market. While some may see it as a bit intrusive, I think it's brilliant. It could prove really useful to consumer's, and let's face it, if you're going to put something out there on your social media, you're asking for a response, so why not a response from a company offering you a deal! New opportunities like this really excite me, as they show how marketing is progressing and evolving to engage with the right consumer's in the right way, especially through something like direct marketing, that some are beginning to think is rather redundant.

Maybelle O'Connell's comment, September 26, 2013 10:06 AM
I agree with Angela Kim that "demand tagging" is a good idea. demand tagging is when customers talk about a particular product on social media cites such as Facebook and twitter company’s are then able to directly target those consumers with discounts and offers. This is a new and innovative way of direct marketing.
Amy Davidson's comment, September 26, 2013 1:18 PM
I agree with Candace, the importance of "demand tagging" is higher priority now as it allows the marketers to market their products to consumers who they want to attract, and loyal consumers already within their base. It is an experienced and developed way of marketing directly and appealing to the customers needs and wants.
Yangyu Wang's comment, September 26, 2013 9:55 PM
It seems form me that the demand tagging strategy is a part of the market research and analysis. The company must know what their target market is and what they really want. I think this is the basic ideology which leads their bossiness to success. And the use of demand tagging strategy is a double win situation on both customers and companies. It save them both troubles on knowing each other’s needs.
Rescooped by Elizabeth Anne Dale from Public Relations & Social Marketing Insight!

Social Media Don’t Sell. Get Over It!

Social Media Don’t Sell. Get Over It! | Milestone 2 |

Yes, social media play an important role in your digital channels, but they are outposts meant to bring traffic to home base: your website! During Social Media Marketing World event in San Diego last month, Chris Brogan gave a provocative session, aptly called: You Aren’t Going to Like This: Social Media Isn’t the Answer!


It echoed what I strongly believe and what I tend to recommend during my consulting with clients in the travel and hospitality industry. In essence, social media are an important part of the digital channels an organization needs to embrace, but they are mere “outposts” in your communication mix, part of a bigger, four-step approach which can be summarized as follows...

Via Jeff Domansky
Elizabeth Anne Dale's insight:

This article was really interesting, the title caught my interest, and the article held it. I really like how it discusses how important it is to realise that social media is not the be all, end all of marketing. That social media is just an "outpost" in your communication mix, and that it needs to be combined with other methods of communication, including your website. I also like that it talks about the "home base" and how you need to excel at web 1.0 before having a go at web 2.0, so your website needs to be great and communicate effectively before you move on to social media platforms such as Facebook and twitter. This article relates to week 6, communication mix, and touches on week 7, integration across all media.

German Grebenyuk's curator insight, September 27, 2013 12:41 AM

Now this is a slightly different opinion from what I’ve seen so far on One thing that I can definitely agree with is that while social media is a valuable marketing communication channel and those who do not use can fall behind, social media is not a panacea! What article draws or attention to is that, firstly, you need to have some basis for discussion – a good product and good content to offer. Without it social media is just a waste of money. Secondly, communication needs to be precise and relevant, for instance why utilize Pinterest if none of your customers are using it? That is why  the author mentioned importance of strong email list.

Leish Snell's comment, September 27, 2013 1:26 AM
@German. I agree, this is one if the few articles on scoop-it that has taken a different approach regarding social media. Personally because we are faced all day every day with social media, (where ever we look we cant get away from it!) I have to disagree with this article and say that social media does sell. It is not because it is just there for consumers to see that's doing the selling, it is the people behind the company strategically planning their social media; in order to make it affective enough, which makes their product sell. I find it an interesting article however its all about the effort you put in and the commitment you are to place when wanting to get good results. Different tactics appeal and work well for different companies.
Melika Trott's comment, September 27, 2013 5:30 AM
I agree with German it is certainly very different to most of the other ideas about social media swimming around Scoopit. This is certainly a different perspective, and has some very good points about social indeed however im not entirely sure i agree with all of it.
Rescooped by Elizabeth Anne Dale from Public Relations & Social Marketing Insight!

Direct Marketing Doesn’t Have to Suck

Direct Marketing Doesn’t Have to Suck | Milestone 2 |
When you think in terms of what your customer wants, rather than what you need to sell, you create new channels of awareness by tapping into my network.


...I opened both envelopes without realizing what was inside and had to chuckle at how I was taken in. They fooled me good. And then I thought about what that says about the state of direct marketing today. Have we sunk so low that we need to trick people into reading our messages? Is it any surprise that forecasters expect direct-mail marketing to decline nearly 40% over the next two years?...

Via Jeff Domansky
Elizabeth Anne Dale's insight:

An easily relateable and easy to read article! Direct marketing does in truth, annoy a lot of people, there is too much of it, that is worthless to a lot of people that recieve it, and it then needs to be disposed of. Whether that's by recycling all the catalogues you recieve in the mail, or clicking the delete on all of those email updates you get because you signed up at some point to go in the draw to win something. This article highlights two clear points on how to make direct marketing "suck" less. Dump the junk, and think like the customer. While they are two rather obvious points, it's easy to lose sight of them, and this article is a nice reminder of them, portrayed in a comical light.

Ksenia's comment, September 25, 2013 9:58 AM
Great find of article Elizabeth:) I can only agree wit you! As being a consumer myself, i got very irritated with so called 'spam' mail. There is so much these days that i had no choice but to start a new email account as the old one was receiving far too much direct mail! In the article it states that marketers need to think like consumers and that they should be offering something that consumers can make use of! for example the websites the writer had suggested, he uses them, they benefit him with intelligent information to his social network & then he 'may' just buy from the business. Good read!
Levi Norton's comment, September 25, 2013 2:08 PM
In response to Elizabeths insight, I totally agree that direct mail doesnt suck and that its an uneffective marketing tool to engage targeted consumers.Business are still able to engage targeted consumer succesfully through this method as long as you dont trick people also as you stated that businesses need to think like the consumer this an interesting point where will keep that in mind . Great Read thanks
Rescooped by Elizabeth Anne Dale from CIM Academy Marketing!

How are brands using audience involvement to increase reach and engagement?

How are brands using audience involvement to increase reach and engagement? | Milestone 2 |
Audience involvement is the process and act of actively involving your target audience in your communication mix, in order to increase their engagement with your message as well as advocacy to your brand.

Via CIM Academy
Elizabeth Anne Dale's insight:

This article was a really fun one to read, and contained great examples of brands using audience involvement to generate consumer engagement and a lot of the examples went viral because of the way they involved the audience. Consumer engagement is so important when it comes to marketing, and it's not easy to generate, social media is a great platform for engaging with consumer's and getting the audience involved, and integrating the use of social media, as brand's have done in this article is a great way to create viral marketing that makes brands easier to relate to and really engage consumer's. This article offers some great ideas around consumer engagement, and brings the integration of different types of media and the communication mix as well, effectively touching on and combining week 6-8 topics. Over all just a good and interesting read.

Finau Tuipulotu's comment, September 26, 2013 4:35 PM
@savanna- This article is interesting. The fact that social media marketing is growing so much its crucial to have your audience involve in communication mix in order to increase engagement. The three different ways which brands can involve their audiences is really helpful. Out of all the threes i believe that Second Screen engagement is easiest ways to involve audience because almost every individual own a smart phone nowadays.
Anna Bairstow's comment, September 26, 2013 10:54 PM
Savanna - I found this to be a really insightful scoop. Audience involvement is a really effective way to connect and engage with consumers. If people feel like they're involved and are participating in any sort of way, this will help them develop a connection and feeling of loyalty towards a brand. Social media is a great platform for people to share their thoughts and opinions and to interact with brands one-on-one. Like you said, social media is really an important part of the communication mix for any brand in order to build and maintain relationships between brands and their consumers.
Hendy Han's comment, September 27, 2013 12:14 AM
Nice Levi, this article is really helpful. It helps me alot in understanding how audience involvement able to levitate our brand image. This article give a lot of tools that's very useful to compete in today competitive environment