Communications mix: Measuring results against objectives
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Rescooped by Zachary Woods from SEO and Social Media Marketing
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Social, SEO & Content: How to Create a Potent Integrated Marketing Campaign

Social, SEO & Content: How to Create a Potent Integrated Marketing Campaign | Communications mix: Measuring results against objectives | Scoop.it

The key to developing a successful strategic marketing plan begins by re-evaluating your marketing and content development plans.

 

Here's how to make social media, SEO, analytics, blogging, and content development work together synergistically.

 

Read More: http://searchenginewatch.com/article/2258738/Social-SEO-Content-How-to-Create-a-Potent-Integrated-Marketing-Campaign


Via Antonino Militello
Zachary Woods's insight:

This article is about the importance of planning and evaluating when building an Integrated Online Marketing Campaign. Online campaigns can be integrated over email, Youtube, Iinkedin, Facebook, social media sites and blogging sites. It’s also about evaluating Marketing Plans and Content Development Plans in developing a successful strategic marketing plan.

“The main thing that successful businesses do can be summed up in one word: Plan. Failing to plan will only prevent you from executing a strategy, as you will be too busy reacting to what is wrong”.

 

It also mentions how important it is to Measure your objectives to see what was successful. Having a measurement shows you how to improve your campaigns and make more money.

 

Planning and having clear and measurable objectives is a crucial part of an integrated marketing campaign.

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Michael's comment, September 26, 2013 2:50 AM
Again I think you found a great article and your insight is spot on. I think the article sums up the communications mix quite well, especially the importance of evaluating a campaign. I think too often it is easy to plan an extensive campaign but forget about evaluating it - evaluation is the time to see what worked/didn't work and improve on it for the next campaign so it is obviously critically important.
Sam Wilkinson's comment, September 26, 2013 4:18 AM
I have to agree with michael, you articles and insights are awesome. With this article I like the emphasis on measuring a campaigns success as it is often the part of a campaign where marketers can learn the most .
Blake Holmes's comment, September 26, 2013 6:21 AM
This article was great and furthered my undertstanding of the importance of planning and evaluating when creating an Integrated Marketing campaign. Also the idea of measuring objectives is crucial to gauge whether or not a campaign is successful or not.
Rescooped by Zachary Woods from Public Relations & Social Marketing Insight
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Social media marketing and fries: How McDonald's monitors social chatter for brand success

Social media marketing and fries: How McDonald's monitors social chatter for brand success | Communications mix: Measuring results against objectives | Scoop.it

Social media monitoring has become a mainstream practice across almost every industry. Marketers evaluate web chatter in real time to create dynamic and timely social media content that adds to or sparks a conversation with new and existing followers.

 

It makes sense that brands would focus on data-inspired social media strategies: Pitney Bowes noted that 25 percent of surveyed respondents will put social insights to work in the near future, and a report from J.D. Power and Associates discovered that 87 percent of social users buy from brands they engage with positively online.

 

Social media monitoring can significantly enhance companies’ internet marketing campaigns, and brands that want to take their efforts to the next level should consider sharing audience-responsive content in real time. Take a page from McDonald’s content marketing menu.

 

Recently, eMarketer’s Debra Aho Williamson interviewed McDonald’s Director of Social Media Rick Wion about how the global fast-food brand adapts to the changing social media marketing world. Williamson discovered that McDonald’s uses social analytics to reach real-time marketing goals. Wion noted that the fast food company constantly tests and learns as it goes, putting together different marketing messages and evaluating responses before taking the next step. In essence, McDonald’s creates a choose-your-own adventure-like campaign and delivers ready-made content to take advantage of social chatter and trending topics....


Via Jeff Domansky
Zachary Woods's insight:

This article shows how important monitoring and analysing results is to achieving social media and online marketing objectives. “Social media monitoring has become a mainstream practice across almost every industry. Marketers evaluate web chatter in real time to create dynamic and timely social media content”. This allows marketers to create or adapt data-inspired social media objectives from the data collected.

 

McDonalds uses social media monitoring and analytics to evaluate their marketing objectives as they go, quickly finding out when or if they are on track to achieve them. Then they can adapt their campaigns and set new goals as their campaigns progress.

 

With the constant changing nature of the internet evaluating goals and objectives while a campaign progresses is essential. However, adapting and changing based on this evaluation should be done carefully. Good campaigns need a strong message at the heart of them, otherwise the campaign losses its meaning.

 

Even though social media makes it very easy to collect data, other medians should not be left out. In an integrated marketing campaign they need to make sure any adaptions to the social media side still keep with the campaign's overall message and the brand image.

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Michael's comment, September 26, 2013 2:47 AM
I think you found a great article here that explains the communications mix and its importance really well. I also like your insight as you picked up on some great points, especially the importance of adapting to change carefully rather than rushing and trying to be the first and failing.
Sam Wilkinson's comment, September 26, 2013 4:25 AM
I really like the concept of this article and the practices McDonalds implements (hardly surprising being such a successful company). Particularly, I like the idea or reevaluating goals and objectives while the campaign takes place as this presents opportunities where the company can market for different effect i.e boosting sales then focusing on bran loyalty.
Blake Holmes's comment, September 26, 2013 6:24 AM
This article was a great choice and again is useful for understanding the importance of social media and direct marketing. Being able to communicate effectively and efficiently with consumers is very important to ensure a business can enjoy a strong relationship with its consumers.
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One Simple Metric You Need to Determine Marketing ROI

One Simple Metric You Need to Determine Marketing ROI | Communications mix: Measuring results against objectives | Scoop.it
Struggling to calculate return on a text campaign or Facebook investment? Just apply this single, simple equation.
Zachary Woods's insight:

This article shows that many successful companies calculate the revenue to cost ratio or their marketing, and it is also becoming easier for more and more companies to do so. It’s a simple metric for any company to figure out if their marketing decision was justified. This means in order to get a decent budget from their company or client, marketers need clear methods to show their value. This is where setting objectives and having the means to evaluate them against results become critical to marketers survive. If you can’t show them how successful your campaign was why would they want to do another one? If you are able to show companies that you've had good revenue to cost ratios in the past or at least have methods to show them if you have achieved your marketing objectives, they are more likely to be able to justify spending on; Facebook advertising, newspaper advertising, daily deals, and more. 

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Michael's comment, September 26, 2013 2:52 AM
I think this form of evaluating a marketing campaign is very important as money being spent is money lost if it is not used correctly. Setting goals and KPIs are crucial for figuring this out and I think for marketing in particular it would be very foolish to have a campaign and not evaluate its success/failure; moreover it won't let you see if you have achieved your marketing objectives.
Sam Wilkinson's comment, September 26, 2013 4:14 AM
This article is very interesting! This is because all that really matters to most companies or institutions is the dollar value and getting more out of something than what you put in. I like how the article discusses evaluation as a planning phase as it is most important to any campaign IMC or not.
Blake Holmes's comment, September 26, 2013 6:26 AM
I agree with Sam this article was very interesting and again discusses how setting objectives and evaluating them is such a crucial component to marketing. Enjoyed reading your insight, was well written and showed your ideas on the article well.