Milestone Two: Integrated Marketing Communications
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Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research

Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research | Milestone Two: Integrated Marketing Communications | Scoop.it

"Instagram is becoming a core platform for brands to engage with consumers since it registers consumer engagement 18 times that of Facebook and 48 times that of Twitter, according to the latest report from L2 Think Tank..."

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Via Leona Ungerer, Michelle Kim, zzz
Teagan Adams's insight:

This article is interesting, caught my attention with the title stating that Instagram has higher consumer engagement than Facebook. This is explained to be because of the visual nature of Instagram. It is much faster for a consumer to look at a picture, very very quickly form an opinion of it and then either move on or like it and engage with that image/product/brand. On sites such as Facebook, there is often more reading involved which is a drawback. Instagram has also become a place where, although brands do not have a profile, like they might on Facebok, they have managed to become very prominent simply through customers and fans posting pictures and 'tagging' the brand. All clear signs that the consumer engagement is definitely being achieved!

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Sam Howard's comment, September 25, 2013 7:05 AM
An interesting read, a much more refined explanation of directed marketing in the sense that people will view trends and find specific new media. It has become an easy outlet for advertising at no cost to some companies. I found it interesting that it has higher consumer engagement than Facebook, but as I have never been a user I am unsure of the difference but after reading this am definitely keen to have a look
Sophie Batten's comment, September 26, 2013 3:27 AM
This is a very interesting article, because i thought facebook was the most used social network, however teagan explains its not and i agree with her that instagram involves less reading and is more upfront and straight forward. becuse a picture can tell a thousand words so its no wonder that instagram is becoming more and more popular and why momre companies are starting to use it
renaychand's curator insight, September 26, 2013 6:20 PM

The title for this article explains the main purpose of the article - the engagedment of instagram is 18 times more than fb - This is explained to be because of the visual nature of Instagram. It is much faster for a consumer to look at a picture, very very quickly form an opinion of it and then either move on or like it and engage with that image/product/brand. On sites such as Facebook, there is often more reading involved which is a drawback. Instagram has also become a place where, although brands do not have a profile, like they might on Facebok, they have managed to become very prominent simply through customers and fans posting pictures and 'tagging' the brand. All clear signs that the consumer engagement is definitely being achieved - fb also allows users to think and read and understand where as instagram takes an artistic approach and more of a unique approach no brain work needed and you simple share or like pictures it looks at how much can be said with a photo- basically what can be said without any words

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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 Two: Integrated Marketing Communications | 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 Emily Gavigan
Teagan Adams's insight:

This article highlights well the desire companies have to achieve an integrated presence across all the media chanels they choose to use. A great metaphore of 'matching luggage' is used to explain how they seem to think that if everything looks the same/uniform and has the same message, that it will be effective. This is not always the case as it may not appeal to the target audience in the first place. It is important that a human emotion is connected to the message, which is what Nike does well, encouraging people to 'just do it' and that absolutely anyone can achieve greatness. Therefore, as long as this message/emotion is conveyed through the different channels, it is not necessary for the same formats/designs/people/faces/advertisements to be used every time.

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Sophie Batten's comment, September 26, 2013 4:02 AM
Nike and snickers appear to send the same message all the time in their campaigns, however they do it differently each time. i enjoy how these messages are always the same becuse i feel like i can connect with it more because I am more familiar with it. The companies do this in a very good way thought becuse althought they are saying the same thing they are delivering it with a different overall presentation, i agree with Teagan that it doesnt have to have the same "formats/designs/people/faces"
Sheenal Prakash's comment, September 26, 2013 11:14 PM
These brands create an emotional connection with their customers by effectively interacting their marketing communications to represent the target audiences expectations of the different brands as well as what they offer to the customers and to the community.
Sheenal Prakash's comment, September 26, 2013 11:15 PM
they are big brands which have not tried to influence on customer at a time but placed customers in small categories and places more emphasis on which ever marketing communication they felt was best suited for those types of customers
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Marketing Communication Mix Overview And Guidance

Marketing Communication Mix Overview And Guidance | Milestone Two: Integrated Marketing Communications | 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.

Via karl lagor
Teagan Adams's insight:

This is an interesting article on the 'Marketing Communication Mix' that I felt was easy to understand and covered the topic in a comprehensive way. Basically the communication mix is a very large part of the marketing strategy and comes down to how you communicate with customers. five main areas are highlighted and explained well, advertising, direct marketing, personal selling, public relations and sales promotion. These avenues, used well, can lead to a successful communication mix.

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renaychand's curator insight, September 26, 2013 6:22 PM

The marketing mix communication can be hard to understand and get in terms with however i found this interesting article on the 'Marketing Communication Mix' that I felt was easy to understand and covered the topic in a comprehensive way. Basically the communication mix is a very large part of the marketing strategy and comes down to how you communicate with customers. five main areas are highlighted and explained well, advertising, direct marketing, personal selling, public relations and sales promotion. These avenues, used well, can lead to a successful communication mix. It outlines on why the marketing communication is important and how it is used to understand how to further develop customer needs or how the products can be communicated in a better way for consumers

Holly Adams's comment, September 27, 2013 12:06 AM
@yuhang. great choice of article describing the communication mix and it's importance. All avenues (advertising, direct marketing, personal selling, public relations and sales promotion) are communicated very well in the above article and did help me understand the importance of the 5 avenues.
Shichi Zhong's curator insight, May 14, 2014 12:30 AM

This is a very helpful article to help me understand the Marketing Communication Mix with some very good examples. The traditional components of the marketing communication are Advertising; Direct Marketing; Sales Promotions; Public Relations and Personal Selling. These five components are very important for almost every business companies when having decision-making. Advertising is " the mass media method of marketing communication and provides exposure to the largest, most geographically dispersed audience at the lowest cost per head." Normally most exposure today are influenced by the mass media to promote the product/service. Therefore, advertising is very important in Marketing strategy. Direct Marketing enables companies to reach out directly to consumers without intermediary channels such as those required for advertising. It can be direct mail, catalogs, coupons and inserts, telemarketing, online marketing and television infomercials. It is very effective to let the consumers and marketers see the result right away. Personal Selling is the most dreaded as well as the most expensive of all methods in the marketing communication process. Sales Promotion is discussed here as part of the marketing communication process. Sales promotion simply refers to purchase incentives that you provide your customer with. And Public Relation refers to how you handle your relationships and the flow of information with your various "publics" or the people who have a stake in or are affected by your business. This includes the general public, consumers, shareholders, employees, partners, competitors and the government. All these components can help company to develop very well.

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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 Two: Integrated Marketing Communications | Scoop.it
Teagan Adams's insight:

This is an interesting article on direct marketing that looks specifically at direct mail. It states that direct mail, even with the rapid increase of online marketing and social media, is still widely accepted and sometimes prefered. There is still an emotional attachment to actually opening mail, in the UK 83% of direct mail is opened as opposed to 11% of emials being opened. Theory has changed however on who to send direct mail to as it is not effective to simply 'bomb' a whole area with an advertising leaflet or brochure offer. Similar approaches are used in social and online media, where interests, demographics and purchasing behaviour are looked at to determine who is targeted and hopefully result in a positive reponse.

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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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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Milestone Two: Integrated Marketing Communications | 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 Benjamin Finnigan
Teagan Adams's insight:

This article gives good insight into the steps of actually creating an effective marketing communication mix. Starting most importantly with idetifying the target customer and choosing appropriate communication channels. The article also suggests ways of then measuring whether what a business is doing is successful. Either by looking directly at sales and any changes in business and also by asking the customer directly, where they heard about it, what part of the message got their attention, why they bought from you etc.

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JianWang's comment, September 26, 2013 10:36 PM
Anna I found this article very interesting and helpful as it provide a clear and simple steps. well worth a read!
Thapthim (Thim) Phithak's comment, September 26, 2013 10:49 PM
This article gives and describe the four key points steps in how to achieve effective communication mix. The key points are explain clearly and easy to understand. You don't need to use all the four points however just to keep in them in mind so you will know the methods of effective communication marketing.\
Thapthim (Thim) Phithak's comment, September 26, 2013 10:49 PM
This article gives and describe the four key points steps in how to achieve effective communication mix. The key points are explain clearly and easy to understand. You don't need to use all the four points however just to keep in them in mind so you will know the methods of effective communication marketing.