Integrated Marketing Communications
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Setting Objectives and Success Measures

Don\'t fall into the trap of tracking and reporting everything but the kitchen sink. Follow these simple guidelines to set realistic success measures and eliminate second-guessing.
Ruby Zhang's insight:

Great article, I totally agree. Setting objectives and success measure are so important, it give us guidance so we kwon where we are heading and how are we preformed toward the goal. However, there are quite a few pitfalls that marketers do not want to do while setting objectives for campaign and during the processes of conducting success measures. Firstly, do not randomly ad unnecessary information to the campaign, should always focus on the most important information that you want your customers to receive. Secondly, do not try to please everyone, focus on the message you want to spread and how you going to do that. Thirdly, involve market research early and often. This help us to know which direction we heading, what issues we have, what are our strengths and so on. Last, Data Frequency Should Be Commensurate with Objectives, marketers need to make sure that data regularity is in sync with campaign objectives.

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Crystal Harvey's comment, August 22, 2013 3:18 AM
Good choice of article Ruby, I agree with the statements you have mentioned. I felt this article was very informative and useful when understanding how to measure objectives. The article gives some great advice to marketers that may be not be successful with campaigning.
Janis Wu's comment, August 22, 2013 4:13 AM
Great insight, Ruby! I agree with you! Setting objectives are the first step to a company's success. I think while setting objectives, a business should use SMART as guidelines, which is Specific, Measurable, Achievable, Realistic, and Time Frame. I think while a company keeps track on its objectives, it could increase their confidence and ability to meet the competition in the market.
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Integrated Marketing: If You Knew It, You'd Do It

Integrated Marketing: If You Knew It, You'd Do It | Integrated Marketing Communications | Scoop.it
The glut of places to advertise makes it easy to confuse customers with contradictory messages. Execute a strategy that integrates all your efforts
Ruby Zhang's insight:

Nowadays consumers have a tough job choosing between all of the options available to them. Every day, thousands of marketing messages vie for their attention through an ever-growing variety of media. The businesses that communicate a cohesive and consistent message across these channels have a better chance of breaking through the noise. Yet businesses may have different departments or marketing campaigns – all with separate goals – working against each other. Fragmented messages simply won’t stick with customers and prospects who are already confronted with too many choices. Integrated marketing gives your giving your customers a clearer picture of the value your business offers, because it is more effective and more efficient.

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Janis Wu's comment, August 22, 2013 4:22 AM
Yes, Ruby! We always get bombarded with messages or information from marketers, this means that we are always over exposure to messages and informations. I think if a marketer could make the advertisement or campaign more easy to remember without over exposing it, this could benefit them alot. I personally like the business or marketers to send me a reminder of important events or festivals. For example, ASB each year sends me a Happy Birthday card to me via email. I think this is very sweet and I always share this sweet memory with my friends and families. For this example, could clearly see that, some messages are so small that could make us remember for a long time, and we will let the people around us know as well.
Laura Jane's comment, August 22, 2013 6:18 AM
This just highlights why integrated marketing communications is so important! We are living in a digital world and are exposed to so many marketing messages! Companies NEED to use integrated marketing strategies in order to stand out from the crowd and develop an effective brand image.
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9 Trends Defining Consumer Engagement

Here’s a look at the latest key trends shaping our marketing future and defining consumer engagement in the areas of gamification, mobile, social media, email, and beyond.
Ruby Zhang's insight:

In today’s highly dynamic and interactive business environment, the role of customer engagement in correlating customer experience and value is receiving increasing attention from business practitioners and academics alike. Customer want to be more involved not with only purchase experiences, they want to be able to know more information about the brand and products they associated with and they want to have more customised product. The development of new technologies and social networks allows customer to communicate with business. In this article, the author addressed there are 9 trends which driven the development of customer engagement. They are: Gamification, Mobile, Augmented Reality, Social Media, Email Marketing, Creative, Organization, Apps, and Business at the Speed of Sound.

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Crystal Harvey's comment, August 22, 2013 3:34 AM
I enjoyed how this article spoke of 9 key ways of customer engagement and went into detail for each. I agree with Ruby, customers do want to be more involved with the product/brand and not just through purchasing. it is great with new technologies organisations are able to work them to their advantage in terms of customer engagement. A great read, I didn't think of Gamification as a term of customer engagement prior to reading this article.
Janis Wu's comment, August 22, 2013 4:32 AM
I enjoyed reading this article. I think it is important for both customers and marketers to interact with each other. If marketers have more engagement with their customers, they could have a better relationship with them and create loyalty as well. For customers, they could know the brand/product better, as this could increase they customer knowledge about the brand. I think consumer engagement is a two way process.
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6 Emotions That Make Customers Buy

6 Emotions That Make Customers Buy | Integrated Marketing Communications | Scoop.it
Customers make decisions at the gut level. Here's how to use the customer's emotions to your advantage.
Ruby Zhang's insight:

I agree with the author, indeed this 6 emotions plays a great part in driving customers’ buying desire. Lot of the time customers purchase products not only because of the functional of the product, sometimes customer buy the product only because they want to fulfil certain emotional needs or simply they are emotionally attached to the product or brand. For example, most people buy apple products simply because it makes them look professional or cool, and this behaviour associate with the emotional what we called pride. So, it is very important that the marketer or salesperson knows what the consumers’ belief and how their emotion changes when communicating with consumers. So, businesses can more effectually communicating with their customers, in order to attract more attention of their customers.

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Crystal Harvey's comment, August 22, 2013 3:23 AM
Another great article, this article discusses the fact that emotions urge consumers to buy product/brand aswell. In fact the main reason a consumer purchases a product/brand is due to the emotion derived from purchasing. I thought this was something good to know, as I thought the opposite. Though I am quite a logical shopper, I do believe with this and have been influenced to purchase based on emotion.
Janis Wu's comment, August 22, 2013 4:16 AM
Yes, emotions from customers will change. But marketers could also create emotions for customers. For example, if a retail shop have better customer service, then its' customer will be more willing to spend time and engage with the products/services, in this situation, the transaction is more satisfy to happen. I think marketers should be aware of this concept, especially dealing with specific types of products.
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Branding Strategy Insider | Creating A Transcendent Brand

Branding Strategy Insider | Creating A Transcendent Brand | Integrated Marketing Communications | Scoop.it
Ruby Zhang's insight:

It is easy to create a brand, but all businesses are asking how we can build a house known brand name and maximise our brand equity. In order to build a great brand we need to take a close look at brand management and adopt some brand strategies. I agree with Thomson Dawson and think that businesses should put the effort on creating a transcendent brand.  In this article, the author suggest that communicating is very important in brand building, however, rather than spending millions of dollars to crafting message to build brand awareness, businesses should focus more on their customers. Being customer centric and be able to create a shared values of the user and the provider is very important for a company who want to build a transcendent brand; and last but not least, transformation to a customer orientated perspective by understanding your customer better, in order to provide great experience for the customers.

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Crystal Harvey's comment, August 22, 2013 3:27 AM
Ruby has made some great statements on the article. I did not really enjoy this article, however managed to get through it. I agree with the fact that communication is key, but this is true for most things in life.
Janis Wu's comment, August 22, 2013 4:25 AM
I enjoyed reading this article. I always like to know how different brand position themselves. Because different brand positioning could cause the Customer-based Brand equity different. If a company has a strong brand,it has the ability ti simplify decision making, reduce risk, and set expectations is invaluable. The business should know that creating a strong brands that deliver on that promise, and maintaining and enhancing the strength of those brands over time is management imperative.