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Rescooped by Theoni Paulse from Communication Mix, IMC programme planning and Direct marketing!

How to Integrate Social Media Into Your Marketing

How to Integrate Social Media Into Your Marketing | theoxy |
Social media is not a solo act. It's best as part of a jazz combo.
Instead of thinking of social media as a freestanding tactic, first consider how you can add social media components to your existing marketing initiatives.

Via Gracey Monteith, Zhaowei Lu
Theoni Paulse's insight:

I liked tihs article becuase it showed how socail media isn't just about using facebook and twitter etc but it extends to things such as email, marketing resaerch. These are just other ways to communicate with consumers and its easy to learn how. If your compnay has a big event coming up, tell people about it using social networks as this as a better way of reaching a wider audience. Use the various google applications to generate search links to your company. Social media shouldn't be ignored as it is a very helpful thing to use which will benefit brands and  companies.

Calvin Romeo's curator insight, September 24, 2013 5:51 PM

I think this article by this author is quite useful when it comes to planning integrated marketing strategies to a particular brand and/or a particular product. One off the keys in having effective plans is the power of ideas and integration across most medias, is to firstly developing a robust media plan. Initially we would start with analyzing the market, then establish effective media objectives based on that analysis. Develop media strategies and once the decision has been made to implement those media strategies. Finally it is to contentiously evaluate performance to illustrate effectiveness and efficiency to determine weather or not further changes need to be made.

Kier Segui's comment, September 26, 2013 1:03 AM
Hey Calvin, I agree with your point of developing a robust media plan. In my opinion this is the most important step when integrating across all forms of media. The plan will enable you to decide which forms of media are the most effective and suitable for your plan. The article you chose also about integrating social media into marketing is very appropriate for our time. Social media is a powerful marketing tool which provides a wide consumer base and reach and therefore effectively utilizing its potential can be very beneficial for marketing a companies products/services.
MARTIN LEE's comment, September 26, 2013 1:40 AM
You both bring up good points in your insight. It seems that everything in marketing is pointing to social media now. Some great tips in here but most things seem pretty frequent in today's world. Elms (2007) stated that the concept of engagement is evident in advertising media literature. Brands need strategies to cut through the clutter. There is so much clutter online. There are a number of channels available to consumers and brands, of course led by mobile phones. Author understands social media platform well.
Rescooped by Theoni Paulse from IMC - Milestone three!

The Advantages & Disadvantages of Direct Marketing & Telemarketing

The Advantages & Disadvantages of Direct Marketing & Telemarketing | theoxy |
Direct marketing, unlike indirect marketing, directly reaches the target customer without intermediate distribution channels. Examples of direct marketing channels include direct mail, media advertising, door-to-door sales, and telemarketing.

Via Penny Liu
Theoni Paulse's insight:

This article showed the advantages of direct marketing for companies, consumers and also why telemarketing is still a useful tool to get information. Direct marketing is an advatage for companies because they have control over the marketing message. It is eay to pick who to target, cost effective comapred to other mass market marketing and it is easier to measure results. For consumers with pamphlets and brochures, personalised marketing materials can be received by them to meet their preferences. The article also talks about telemarketing. Yes it is an old tool but it is still useful as the one-on-one contact with the consumer generates a response and opinions can be recorded directly from that customer. Also with their numbers saved to a database that customer can be contacted again for follow up things

Winina Tan's comment, May 9, 2013 6:37 PM
agree with both of you, in some cases direct marketing can have more disadvantages rather than advantages. with my own personal experience, when i had a telemarketer call me up to do a survey, i for one was not very keen to talk for a long time answering question i did not care up. but in some other cases, where i have been stopped in the middle of the street to just chat about a new program or to help save the polar bears, i for one make it an effort to physically avoid those people. i guess now in the modern world we do not like to be disturbed from our own little safety bubble. and in turn direct marketing has suffered.
록시's comment, May 9, 2013 9:13 PM
I thought telemarketing was one of the less useful marketing tool because I never respond to them, but reading this article, it does have lots of advantages and can be a successful marketing techniques to the marketers.
Kevin Tu's comment, May 9, 2013 11:55 PM
I agree direct marketing is a useful tool, but i believe that it require decent amount of research and effort before it can be effective. Thus it would cost a lot of money to complete compare to some other communication methods. Therefore I believe it heavily depends on company's finance capability
Rescooped by Theoni Paulse from IMC and Communication process!

Branding | Visible Communication

Branding | Visible Communication | theoxy |
» Branding |

Via Mareta Simanu Sapolu
Theoni Paulse's insight:

Although this was a short article it made some good points about communication. Firstly is that a company's brand can't just be built by the company. It needs consumers input and communication with them in order to improve the brand. Once the brand has a strategy this must be reflected through communication with not only the top people of the company but the sales people, people who manage phone calls even down to the website message and uniforms employees wear. A company that can deliver all this is using good IMC communication and can be able to maintain good relationships with consumers as communication skills would be mastered.

Shavneel Singh's comment, April 3, 2013 11:28 PM
If the company itself does not understand the brand then the customers never will. Not only does the message and image of the brand need to be strong but visibly also. If visibly your brand is appealing and the message is also strong it will create a strong brand equity.
Fiji Singh's comment, April 4, 2013 3:26 AM
The video was very farmiliar, it reminded me of a how to video. This overall article felt like a easy dummy's guide to branding and easily and simply explained what a brand needs to be successful.
Kevin Tu's comment, April 9, 2013 7:24 PM
I agree with you theoni, a brand's image should line up with their objective, mission and vision and also include with their customers and the employees. thats what makes a successful brand and a brand valuable. More importantly it all start with the how you manage to communicate with all shareholders.
Rescooped by Theoni Paulse from Organising for IMC: marketing communications partnerships!

Integrated Marketing Communications 101 | Enrollment Builders

Integrated Marketing Communications 101 | Enrollment Builders | theoxy |

Integrated marketing communications (or IMC) incorporates various advertising tools and media channels used within a marketing campaign to maximize success.

Via SooJin Kim, Fatana Faghiryar
Theoni Paulse's insight:

In this article IMC is defined again and also emphasises how businesses can use IMC to maximise success. Also how it can help other business to communicate well so that there is one main goal and that main goal is achieved. IMC is all about synergy which ties in with the strategic marketing communications partnership. Without synergy that main goal that was created at point A would then be a different goal at the end.

CHEN SUN's comment, August 22, 2013 6:17 AM
Well this is a really nice article reminds us of basic things need to consider when carrying out IMC strategies. It tells us the features of market, media and consumers which are three main and most important components in IMC like PR and marketing campaign. It also shows the importance of IMC because it is more efficient and can better communicate with consumers. At the end the author listed four tips to improve IMC but i believe the most important one is to know who you potential customers are because this can increase potential profits.
Analay Malamala's comment, August 22, 2013 6:46 AM
Good insights Shino, this article provides tips in which brands and companies should utilise for their own benefit, I do think that the different levels of management and areas within the business also need to take these tips and concepts as a resource for better ways in which they communicate and how to maximise and achieve their goals. You make very valid points Shino in your insights and I completely agree that IMC is consumer centric because without effective IMC practices and process, consumers would not exist. good read! good insight!
Linda Huynh's comment, August 22, 2013 3:17 PM
I would definitely agree on how this article defines the meaning of imc and how it should be used. Many businesses these days needs to consider the involvement and communication with consumers with such tools as the social media, via Facebook, Youtube and other blogging sites. Acknowledging consumers opinions when asked, advertising n billboards and doing surverys will increase consumer satisfaction. Having more satisfied consumers, produce more loyal consumers who will spread their opinions to others abou tthis great business, which then expand and lead to great success. Intergrated marketing communication, is an act of communication engaging one with another, involving a business or a brand. Allowing consumers to be together and creating an experience is a great influence in creating a core image and message of the brand in which the marketer is trying to gather and establish.
Rescooped by Theoni Paulse from ConsumerEngagement!

Why Customer Engagement is Important in Today’s World? - YNG Media

Why Customer Engagement is Important in Today’s World? - YNG Media | theoxy |

Via Keane Orchard, Alina Oleinik, Daniel Armstrong
Theoni Paulse's insight:

I thought this was a good article in reference to consumer engagement and the importance of it. In the first paragraph it states that although some business' can survive without a good consumer enagement, eventually without enagement with consumers those business' will experience difficulty. As IMC is about building brand equity,this article ties that in with consumer engagement and how it helps to build brand equity as it emphasises how crucial it is to enage consumers with your product or brand so in the long run it will benefit your business. There are also many ways consumers can be engaged which the artilce mentions. This could be  through social medias like facebook, twitter etc which is great because then there can be a wider response. Without consumer engagement it would be hard to retain those relationships (consumer to business) and loyal consumers are easier to satisfy. I think if business' pay more attention to the engagement process that would benefit their business and help establish a good and strong relationship between both parties.

Savanna Steele's comment, August 22, 2013 5:51 PM
In this article it states that not only should the companies be focusing on brand reputation but creating long term relationships-loyality. They referred to using social media via Facebook, LinkedIn and Tweeter as avenues to interact with their consumers, however focusing on customer satisfaction so that the comments received are positive, however you will always get someone with a negative comment. Although customer satisfaction is important I believe that you will never be able to please everyone, therefore I see social media as a good way for customers to express there concerns as they can be directly answered and resolved with responses where as if they were just unhappy customers they are more likely to spread negative word of mouth.
TSZ HA FUNG's comment, August 22, 2013 8:54 PM
Technologies provide convenience channel to consumer, consumer can easily search information online and they love to do it, company use social network like Facebook, Twitter to obtain and exchange information, company communication with consumer and provide information via Facebook page or website. Consumer be more power of controlling but also increase the trust because they process information by they own and it is more creditable.
Rachel Chen's curator insight, October 2, 2014 11:22 PM

Consumer engagement is such a vital tool in creating a successful marketing strategy, especially in the day and age of the Internet. Social media can be a double edged sword when it comes to bad feedback also being easily communicated and promoted to other consumers. Customer engagement is not all about just managing brand reputation but at the same time it is also capable of creating a meaningful and long term relationship with the customers.

Rescooped by Theoni Paulse from Social Media Content Curation!

Optimize & Socialize: Social Media SEO Tips For Large Organizations - Online Marketing Blog

Optimize & Socialize: Social Media SEO Tips For Large Organizations - Online Marketing Blog | theoxy |

With nearly 50% of consumers reporting that both search and social media influence purchases, Social Media and SEO are hot topics for most online marketing firms. But there’s a world of difference between the notions of social dominance, super-powered with search ubiquity and the ability to successfully implement – especially in large companies.

One of the most common issues is that social media efforts themselves are often uncoordinated activities, let alone working in sync with search engine optimization.
Enterprise marketing initiatives typically involve multiple stakeholders, layers of approval and messaging guidelines that can stifle ambitious social content optimization and promotion.

It is possible to make significant progress in a reasonable amount of time with the right mix of planning, communication and expertise. The key is to understand the nature of the business and how a coordinated social media and SEO effort can help the company solve problems and achieve goals.

Here are 5 Tips to Empower Enterprise Social Media SEO:
1. Education
2. Advocates
3. Results
4. Availability
5. Content Creation & Curation
[read full article]

Via Giuseppe Mauriello
Theoni Paulse's insight:

This article talks about how important to know how to use and frequently use social media. It will benefit a company aloy as there are 750 billion people who use socail networks. Company's can build relationships and is also another form of consumer enagement as updates on facebook pages or twitter/blogs can be made informing the consumers and keeping in touch with them. Links can be included so that the consumer can be directed to a website which by clicking the link can be measured by the people operating the social network sites. Social media is the future and companies need to be aware of this.

Elaine Li's curator insight, September 25, 2013 6:54 AM

This article is very helpful for the big organization to improve their social media and SEO. According to the customer reported, nearly 50% consumers said that both search and social media influence them purchases. Also social media and SEO (social engine optimization) are the popular topics for online marketing firm.  A common issue is that social media are often uncoordinated activities also cannot to sync with social engine optimization (SEO). There are many marketing consultants using social media and SEO for small or medium size organization instead of use them for large organization. To create an independent and coordinated social media and SEO processes they need a unique combination of organizational strategy, adaptability and expertise. The coordinated social media and SEO can help company to meet their goals. There are five tips to empower enterprise social media SEO: 1.Education, 2.Advocate, 3.Result, 4.Availability and 5.Content Creation & Curation. There are nearly 750 billion people who use the social network and face book therefore it is easy let company to gain support from online. Company can create document about their organization on social network or facebook, which to let consumer to know about their product and service and also on their company facebook or blog need has some links which can let people directly to their official website this is can let their potential consumer to detail to understand your company and the product. Enterprise social media SEO can help company to improve their online marketing. 

Steven Chen's comment, September 26, 2013 8:38 AM
Some interesting facts here in the insight and I like it, this is like a new topic to me even though it is still social media but it also talk about SEO social engine optimization which is brand new to me. At the same time unlike all other article that are asking small business to start using social media in their business the insight shows that this article also shows the reasons and fact that most consultants choose to use social media and SEO in medium company other than larger organisations. I like how the insight reflects clearly how the article teaches us and other companies to create an independent and coordinated social media. Not only mentions the tips to empower the enterprise but also list them out and how they can help the company to reach their goals by using social media. Another good point at the end of the insight is companies can use Facebook or twitter to make a link and allow the people that are interested to the company to make a connection with the business.
Yujue Wang 1250401's comment, September 26, 2013 6:43 PM
Good insight and thanks for sharing the article. The insight reflects the five suggestions for companies to empower enterprise social media SEO by creating an independent and coordinated social media. Not like other articles that only focus on how to using social media to engage with customers or increase sales productivity, this article talk about SEO social engine optimisation that is from a new point of view to help business owners to enhance their performance so I found this article is really interesting. The idea of using social media as a customer engagement tool that can both connect with old customers as well as build relationships with potential customers by attaching a link to company websites is really clever, and this is not only suitable for social media, but is widely used in direct marketing as well.
Rescooped by Theoni Paulse from IMC - Budgeting for the promotional program!

Determining a Budget - Integrated Marketing Communication

Determining a Budget - Integrated Marketing Communication | theoxy |
Boundless' free textbooks and study tools makes education more affordable, accessible, and effective for students and professors.

Via Sophie Frakes
Theoni Paulse's insight:

This article tells us how important budgeting is and how it can affect business' objectives. It also suggests that managers need to be aware of the IMC process when it comes to promotion tools and communication tools so that funds are allocated sensibly as conditions can change. This advice needs to be taken on board in order to keep to the budget and maintain the common business objective.

Riley Grant's comment, April 9, 2013 5:14 AM
I find it interesting that a company's budget must also take an integrated approach. The budget links all functions within the organization. And, since funds are not limited, companies must prioritize, and create objectives to assure that all resources are working toward a common goal.
Kelly Alexander's comment, April 9, 2013 5:49 AM
This not only shows how important it is to understand clearly the current environment, the brand, the product, the message, the consumer and the goal but also the importance of allocating enough money but not too much. The success also needs to be measurable so than changes can be made to ensure the strategy is implemented to the best it can. There are more aspects than I realised involved in budgeting.
Kevin Tu's comment, April 9, 2013 7:35 PM
budgeting is very important in all business, a good budgeting skill will enhance the success of your IMC program as being able to know where and how much to invest is the key to accomplish objectives.
Rescooped by Theoni Paulse from Organising marketing communications partnerships!

Why do brand specialists need market research? - Communication companies and market research tools: a match made in heaven | DigitalMR

Why do brand specialists need market research? - Communication companies and market research tools: a match made in heaven | DigitalMR | theoxy |
A partnership between innovative market research companies and marketing communication ones can offer the right solutions, resources and methodologies to help companies successfully and safely navigate the web blue ocean to generate leads, in a...

Via Emmanuel Capitaine , Jina Um, Jesme Fa'auuga
Theoni Paulse's insight:

I think this article is great as it tells us how its not just about how we can segment markets and deliver brand messages but that there are other people involved that help make those brands successful and how the process of getting the brand popular is done. This artilce puts togetehr a market research company and a marketing communications company togther to help shape brands such as Dove and to get people talking about them both online and offline. In order to keep partnerships between two different companies is to communicate with each other and to keep each other in the loop so that the campaign amd message is all the same throughout.

Alice Mau's comment, August 22, 2013 7:50 PM
Well said, this article highlights that IMC is defined in many ways but due to the improvements in technology and communication channels IMC is now best defined as the concept and process strategically managing audience focused, channel centered and results-driven brand communication programs over time- this defition takes into account th impact it must have on consumers along with employees..etc
Alice Mau's comment, August 22, 2013 7:51 PM
Gibson Zhou- can you comment on my scoop it.. i need one more from my group!
Rebecca Taylor's comment, August 22, 2013 9:14 PM
I completely agree with this article and am definitely pro market research. I think it is a vital tool that advertisers need to use to their advantage. However, I think there will always be times when gut instinct and basic human behaviour will trump market research, but this is dependant on the brand and the product for sale.
Rescooped by Theoni Paulse from The Daily Beauty Brief!

Power to the picture Old media’ campaigns remain crucial for luxury brands-

Power to the picture Old media’ campaigns remain crucial for luxury brands- | theoxy |
Twitter, Facebook, viral videos ... new ways of spreading the word are becoming more important to luxury brands, but the traditional print and poster campaign is still a critical vehicle for conveying a label’s core message for the new season.


You don’t need to compare classic ad campaigns with social media but instead discover how they can work effectively together to create the best brand message,” says Emma Hill, creative director at Mulberry.

Via sheenadeanne
Theoni Paulse's insight:

This article deals with luxury brands and touch on if social media and digital ways of spreading the brand's message is better than using the traditional poster campagin. I think this is becoming a frequently asked question as consumers nowadays are online more so you would think logically that social medias would be a good place for these brands to spread their messages. However I'd like to think of the saying if its not broken don't fix it and how about using it in a diferent way.  Consumers still walk in town where there are billboards and still take public transport where there are traditional prints and posters. I think what this artlcle and teh creators of this luxury brands are saying is that both methods (new and traditional) are just as importnat as the other to deliver a message. Also keeping IMC in mind, IMC doesn't just use social media sites and posters but a whole range of things like, banners, sides of trains and buses, letetrboxes, beaches, sports teams etc. In saying this some messages are hard to pick up when it is just in print and not a video type.

 Do you think one method is more importnat than the other?

록시's comment, March 21, 2013 11:08 PM
I think it really depends on who the target market is. If it's targeted at younger generations it can be said focusing on using social media can be more important than using other methods. But in gender wise, there are market of females who are into reading magazines, so maybe the methods can be emphasized on publishing advertisements and posters in magazines. But in overall it can be said that there is always an important method to be used than other according to the trends and how fast the market changes.
Kevin Tu's comment, March 21, 2013 11:20 PM
i think it depends on what your target markets are exposed to more often or which one they prefer to read it from as there are so many ads out there that most of us just skip through rather than reviving the whole message. personally i believe the traditional ways are more efficient in the finance sense. things like billboard, people still pays attention to it as there's not as many billboards out there are the apps so people would read off the whole message at the billboard rather than the ads they sees in their smart phone because there are too many of different ads