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Rescooped by Sean Peh from Creating an effective communication mix
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What Is the Marketing Communications Mix?

What Is the Marketing Communications Mix? | Milestone 2 | Scoop.it
The marketing communications mix is the strategies used to advertise a business or a product line. It focuses on four main...

Via James Marbeck
Sean Peh's insight:

So basically this article mentioned a couple of key points for an effective communication mix; media advertising, sales promotion, personal selling, direct marketing and public relation efforts. Every key point is very important in their own way because it helps the company understand the consumers and adjust to their needs and wants. By doing so, as long as the product quality is acceptable even if the promotion has ended, consumers are more likely to stay.

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Lucy Lim's comment, September 26, 2013 8:03 PM
I agree with you Sean. An effective marketing mix helps the company understand the consumers and adjust to their needs and wants. Also the marketing mix is an integral tool in building an effective marketing strategy and implementing it with tactics. Also known as the 4 P's of marketing, the mix includes an assessment of the roles company’s product, place or distribution, price and promotion play in their overall approach to marketing.
Sisyliana Halim's comment, September 26, 2013 9:54 PM
I agree with you Sean, each point of a marketing mix is important as it allows the company to see the bigger picture or the full potential of the strategy. I think its more important than ever that consumers are targeted with personalized marketing mix as media is heavily influencing people on what they buy and what not to its important to be different and show the uniqueness of the company/brand. However it is important for companies and brands to understand that the way they promote/advertise involves and engages the consumers to act.
Thapthim (Thim) Phithak's comment, September 26, 2013 10:27 PM
Hi Sean, I agree! the key components in the Marketing communication mix are important in their own way. The communications mixs are used to alert consumers to the benefits and availability of products. The mixs illustrate that there are different ways to promote and advertise their products therefore its important for companies and brands to understand the way to promote and advertise and engage their consumers to act.
Rescooped by Sean Peh from IMC
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Direct Marketing and Consumer Engagement

Direct Marketing and Consumer Engagement | Milestone 2 | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Gaia Adni
Sean Peh's insight:

As we all feel and know by now, the easiest way to persuade or get through consumers is by direct marketing and have consumer engagement. This article highlights that by giving examples of company that did direct marketing which sends email to customers and has proven an increase in profit.

By having consumer engagements, this is where we really engage the customers and influence their decision making for the better to the company. It also allows the company to understand the consumers more personally and can change accordingly.

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David Blomfield's comment, September 26, 2013 10:35 PM
This is a great article and looks at the impact of social media on direct marketing. Direct Marketing is effective because it allows marketers to strengthen their relationship with consumers as well as getting feedback about their product. Not only is it becoming more and more popular as a marketing tool but it is also relatively cheap to use.
Alex Wang's comment, September 26, 2013 10:36 PM
I like the example you used, Florence. It is always so crucial to have interaction with customers. Through the communications, customers would think they are considered as a member of the societies. And getting customers involved, they will become more loyalty to the brand.
Thapthim (Thim) Phithak's comment, September 26, 2013 10:45 PM
I agree with you Sean, i believed that direct marketing works best. I feel that receiving emails and texts are not that engaging compare to personal selling. When you market you products or brand directly to the consumers, you can connect to your consumers emotionally and engage to them better.
Rescooped by Sean Peh from Milestone 2
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Milestone 2 | 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
Sean Peh's insight:

This article illustrates 4 key points in having an effective communication mix; target customer, communication channels, cost estimates and measuring. 

As shown, having to identify who the target market are for the product is the first step because once we know our target market. We can then conduct survey and understand them to prepare a certain promotional method accordingly. 

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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.
Rescooped by Sean Peh from Week 8 - Direct Marketing and Consumer Engagement
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Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community

Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community | Milestone 2 | Scoop.it

Via Matilda Alisi
Sean Peh's insight:

There was a couple of statistical data that was mentioned by the author which were 77% of the public prefer to receive notifications through email rather than social media. This says a lot because as we all know social media has been one of the biggest marketing tool these days but often understanding your consumers and know which way they prefer to receive notifications will help the company a lot. Designing everything to what your consumer desires and provide what they need.

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Thapthim (Thim) Phithak's comment, September 26, 2013 10:35 PM
Hi Sean, even though the article shows that there are high statistical results in consumers preferring to get direct mails, i still think that its still important to have communication directly with their customers so that you can engage with them more better in my opinion because you can connect to them emotionally, and it also gives a better chance for the sales person to convince their customer to buy their product.
Melika Trott's curator insight, September 26, 2013 10:56 PM

Direct marketing seems to be the way to go these days, and the way to do this is through social media. This makes it easier to communicate with the target audience and taylor the product to them as individuals. This article contains nothing about emotional responses, the most powerful of the direct markeing stratigies, but does conatin alot of infomation about how trends affect marketing. It is important to give the customer what they want rather than the latest fad or trend at the time. There is the opportunity to make alot of money by going along with the latest trend or putting out products that conform to the latest craze. But these products however have a shelf life of usually less than 6 months, after which they are usually abandoned, forgotten on thrown away. What businesses need to distribute is something people will always need or want, things that they will keep comming back to buy again and again and will still be relevant in the long run. However social media is a very very recent development, will it turn out just to be another fad? Only time will tell.

German Grebenyuk's comment, September 26, 2013 11:04 PM
That's true Melika, going for hot trends can be a way to make some quick money, but it fails far more often than it succeeds. Identifying your target audience, establishing a strong relationship with them and responding to their demands is the best way of ensuring consistent profit and long-term success of your business.
Rescooped by Sean Peh 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
Sean Peh's insight:

This article contain examples of real companies on how did they actually integrate the same idea across different media and even join with other brands.

The key part in this is to communicate the same message across different medias such as Youtube, Facebook or whichever media that the company decides to use. 

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Sisyliana Halim's comment, September 26, 2013 10:16 PM
Hey Sean, i totally agree with you. It is important that companies keep their message constant no matter the target audience, the content of the advertisement or marketing may differ to suit the different segmented target, however in the end the company must be projecting the same message. If not the brand would have have a mixed or confused reputation which is not what IMC is for. In the long term IMC is to increase brand equity so if the brand is not getting recognized and being exposed in a positive way (increase in profit or increase in recall) then the message is not connecting to the image of the company
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 Sean Peh from Establishing objectives and budgeting for the promotional program
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Establishing Objectives and Budgeting for the Promotional Program

Establishing Objectives and Budgeting for the Promotional Program | Milestone 2 | Scoop.it

The chapter starts with a question “Does it Really Matter What We spend on Advertising?”

The rule of business is that whatever they are investing is giving them any benefits or is it just the sunk cost. Marketer wants to know that advertisements belong to which category. First we should know why do we need advertisements? Advertisements make the people aware of the product.


Via Mele Tauveli
Sean Peh's insight:

This is probably one of the most well explained articles i've read for the topic. It explains how budgeting, marketing and objectives are all related. 
So basically there are two ways to do it, "Bottom-up Budgeting" and "Top-down Budgeting". As for Bottom-up budgeting, firstly the promotion objective has to be set by the marketing team, then they need to plan on how to achieve those objectives, after that they would come to an approximate conclusion on how much would the marketing promotion cost and finally it would be approved by the top management.

Another method would be the top-down budgeting, in this case, the top management will set a limited budget for the marketing team and then the marketing team will have to work their promotion around the budget.

Having said all that, a marketer plays a huge role in this because anything the marketer plans to promote it has to capture the consumers heart and create as much awareness to the whole world/target segment. This is because as a consumer, if two brands has a similar price on a product, generally a consumer would choose the brand that he/she has been using or choose the brand which advertisement has shown more value of the product.  

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Matilda Alisi's comment, August 22, 2013 7:09 AM
I agree with you Jessie Shi nowadays advertisement is the only way companies can get their messages across to their consumers. this article also touches on how each component marketing, objectives and budgeting all relate or align with each other.
Jessie Joseph's comment, August 22, 2013 7:41 AM
I agree Tau this is definitely a great way to prevent unnecessary investment and promotion. I agree with this blog when saying these objectives need to be determined in terms of specific, measurable outputs, quantifiable, realistic and attainable, as we all know these are the rules of SMART goal making. I also really like how this blog relates all of this back to IMC in saying what its primary roles are. However, i do not agree with the fact that companys and managers who understand the value of advertisement and promotion rest assume it to be an expense instead of investment, as i would think of it as an investment in my brand/product. Overall i do think this is a great blog for people like me who are just learning about IMC and objectives and budgeting.
Sisyliana Halim's comment, August 22, 2013 9:27 AM
Great insight sean, i agree with you in regards to marketers having to capture the consumers not only through visuals but also be that "trusted" brand that they all know and love. If we were not use things carefully the whole purpose of using an IMC concept would crumble, in other words we would never increase the brand equity. I find it interesting about the Top - down budgeting and bottom - Top budgeting. However i do believe there is a reason why they do this. I think depending on the size of the organisation or company that they are trying to promote the brand about they would switch it between the two budgeting system especially if the budgeting is really narrow. Well done!!