Milestone Two - Integrated Marketing Communications
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Rescooped by Sophie Batten 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 Two - Integrated Marketing Communications | Scoop.it

The following are four examples of integrated marketing campaigns that have been executed by Kraft Foods, Popeyes, and Dickies. Each of the campaigns has the same look and feel online as they do offline. The videos made for microsites were repurposed for TV ads and online pre-rolls keeping the campaign message consistent among all the media outlets used for each campaign execution.


Via Mele Tauveli
Sophie Batten's insight:

This article explains how the integration of marketing campaigns can create success. It states how the company Kraft foods worked alongside with "hunger relief organization Feeding America" Kfrat food donated 20 million meals to this organisation. Not only is that a very generous donation but it benefits both companies. The organisation has been given meals to feed americas in need and also the company Kraft Foods has now created a good reputation because it has done something nice for the organisation and people are going to look more positively towards the company and possibly choose over toher companies. Great article explaining how when companies work together they can make more benefits then wokring alone.

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Mele Tauveli's curator insight, September 26, 2013 8:10 PM

I think that the above article is a great example of how much power a company can have through its integration of ideas and integration across all media. I like it how the article shows the way integrated marketing campaigns have been executed by Kraft Foods, Popeyes, and Dickies. I find it interesting how the above campaigns have used a variety of media such as, TV ads, online (internet), print ads, and through microsite. I think that the way these campaigns have executed their campaign across all media is clever as it allowed them to gain loyal consumers and other positive reasons.

Norman Vaz's curator insight, September 26, 2013 9:19 PM

This article was very interesting it explains how the integration of marketing campaigns can create success specially with big multi-national companies. For example Kraft Foods is joining with hunger relief organization Feeding America to kick off “Huddle to Fight Hunger,” 'an integrated marketing campaign with the goal of donating at least 20 million meals' and it used consumer incentives, cinemas, newspaper and magazine ads, public relations, as well as social and mobile activities and in-store displays. 

Ahmed Salman's comment, September 26, 2013 9:32 PM
i Agree with your insight terry. i like this article and its 4 examples and uses of mass.
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7 Video Marketing Strategies to Boost Consumer Engagement

7 Video Marketing Strategies to Boost Consumer Engagement | Milestone Two - Integrated Marketing Communications | Scoop.it
Learn more about Vid Traffic Conversion by Clicking Here. ——– Do you know how to create a video that grabs attention? Do you know how to convert attention into engagement?
Sophie Batten's insight:

This is a video which explains how to make an engaging video, It explains that it is good to explain at the beginning of the video what the video is going to contain, so the aidience knows what they are going to see and get engaged from the beginning. The video also explains how its good to have a variety of transitions to encrease the audiences attention so its not boring and flat. This is great beause it is a video explaining how to create a successful and engaging video for consumers.

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Teagan Adams's comment, September 26, 2013 4:15 AM
Sophie has picked an interesting video here, the tips are very logical and appear to achieve better customer engagement. Definitely stating at the beginning what the message is going to be about, is the best way to get the customers attention and encourage them to keep listening!
Hannah Joy Gaisford's comment, September 26, 2013 6:32 PM
What a great idea to choose a video. Wish I had thought of that. Very funny guy. I guess his point about letting the viewer know what the video about is a bit like putting a blurb on the back of a book. I doubt many people would buy a book if a blurb wasn't provided and they knew nothing about it. I like the concept of the wow factor too. Why would you continue to watch a video if it was boring from the onset? especially when there are so many other cool videos available on youtube. It definitely made me think of some cool ideas to make videos for my own business! good find
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5 Tips to Improve Your B-to-B Direct Marketing Efforts

5 Tips to Improve Your B-to-B Direct Marketing Efforts | Milestone Two - Integrated Marketing Communications | Scoop.it
Social media may be the hottest topic around the water cooler at work, but when it comes down to generating sales, direct marketing still fills a need. We all need to remember that there are many t...
Sophie Batten's insight:

This is a great article which informs the reader on how to improve business to business Direct marketing, they give 5 simple steps and explain in depth, i thikn the "whats in it for me" is a great step because its true, all consumers care about is how they are going to beneift from a certian business/product. KISS, Keep it stupid simple is also a great way to improve direct marketing becuse you do not want to confuse the comsumers. the article also explains how you have to grab the consumers attention as soon as you can because you only have a few seconds before they get bored. a great article giving step on how to improve direct marketing for business's.

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Teagan Adams's comment, September 26, 2013 4:18 AM
Sophie makes a great point from the article, that it is really important to think from the customers point of view because they are the ones buying your product/service and thinking 'what is in it for me?' Really need to make it something that they believe is a great deal and will benefit them,
Shino Takano's comment, September 26, 2013 5:11 AM
I agree with Sophie, marketers needs to take a look from consumer's point of view. What consumers are wanting may differ from what the company wants to sell. Therefore direct marketing is an advantage as companies gets to know what the consumers is really wanting.
Rescooped by Sophie Batten from Week 7 - The Power of Ideas, integration across all media
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Milestone Two - Integrated Marketing Communications | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Matilda Alisi
Sophie Batten's insight:

This acrticle explains how direct marketing is getting more and mroe direct. Due to the increase of social media being used it is allowing companies to be able to keep in touch with their consumers. companies have created a database of specific target markets and they are now able to interact them with blogs, tweets and photos. Pages are becoming mroe and mroe interactive to comsumers which makes the company more successful.

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Gregory Farr's curator insight, September 26, 2013 9:12 PM

Direct marketing and consumer engagement

This article brings up improtant points about how direct marketing has increased espically with new media and technology. There is always increased risk with personalised direct marketing through social media where you must make sure you keep to the theme and image of the company to not cause confusion. As long as you can keep to theme it can be a very powerful way to reach a large customer base. With more and more people purchasing smartphones and tablets over PCs Mobile apps are becoming an increasingly popular way to market directly. This article covers the strengths of direct marketing through such media very well

Jordan Reti Pereira's comment, September 26, 2013 9:49 PM
@Oscar. I agree with your insight when you say that if a consumer is interested in a product or service, they will pursue more information. This holds true especially when the business can portay messages that are relevant to consmures in order to catch their attention long enough to invoke and idea in their minds whether they want to continue the pursuit of information or move on with the rest of their day.
Ashleigh Nicol's comment, September 26, 2013 10:39 PM
New technology and digital channels has indeed opened up a lot of opportunities for marketing managers, however it is more important to directly market more than ever before. This is because it is growing increasingly difficult to gain the attention of consumers. Selective exposure has become a huge problem for marketers to overcome and direct marketing helps factor out this problem. This is because the direct marketing approach targets the consumer on a personal level and gets them involved in the advert. It provokes their opinion and can create negative or positive feelings, however both gaining the attention of the consumer.
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What's the best marketing communications mix for my brand ...

What's the best marketing communications mix for my brand ... | Milestone Two - Integrated Marketing Communications | Scoop.it
Choosing the right marketing communications mix for optimal impact is more important than ever. With less and less time – and budgets that need to stretch to do more – marketers are finding it increasingly difficult to keep up with constantly ...
Sophie Batten's insight:

This acticle explains marketing mixes for brand and states that there is not a "one-size fits all" answer. Because each product will engage a numerous amount of different consumers and very rarely you can target them all at once. The article gives good examples of ways on how to communicate to each targeting mix. I agree with the way it explains that to target certian comsumers its good to use the same social network as your target market. This acticle explains that to target your marketing mix, you have to simply be the marketing mix and use things and go places that your target market would use. very good article.

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Shino Takano's comment, September 26, 2013 5:03 AM
I agree with Sophie, marketing mix is a great way to market the brand, however it is important for the marketers to know which market method works well with the others; they may have a conflict between the two. Also targeting the right audience is important as well. depending on the target audience, the marketing mix you will use would be different. Great read Sophie.
Oscar Joseph Catoto's curator insight, September 26, 2013 7:57 PM

This article is very intriguing as it speaks about how to customise and fully utilize the communications mix for their brand. The article states that when strategizing, the concept of “one size fits all” is incorrect. This is because when developing a communication mix marketers must take into account the products or service that they are selling. With the many channels of communication from social media to email and direct marketing, marketers must select which channels to utlize the most compared to others. This is evident as if your target market is below the age of 40 organizations would most likely use a combination of social media sites as well as email to communicate to their customer. This wouldn’t apply if the customer was over the age of 40 where they would be much more comfortable receiving physical mail with the information or calling in to know more about the product. But different products and services have different demands for the target market to receive the information. The article also goes onto to talk about the difference in communication with a established loyal customer and new ones that the organization is trying to draw in. for example, an organization wouldn’t use the same marketing campaign it has for new customers to communicate to established customers, they would tailor a different campaign or have a different product or service available for them. Finally, the bit agree with the most in the article is that no matter what strategies and tactics you use, good execution makes the real difference. By taking this into account organizations not only need to know how to communicate with customers but also need to know when and where to communicate with

Jordan Reti Pereira's comment, September 26, 2013 9:47 PM
@Oscar. I like your insight on this article, especially on the focus on the two types of customers a company has: new and loyal. I agree that new customers need to have different advertising/marketing approaches in comparison to the loyal customers, as they have already established needs that the company should already know of.