Understanding integrated research
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Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret?

Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret? | Understanding integrated research | Scoop.it
For an increasing number of campaigns, integration across a large number of media is essential. Tim Bourne, chief executive of Exposure, explains how it should be done
kevin bang's insight:

This article gives three examples; Nike, Snickers and Fosters and how each of them had successfully implemented an effective integrated campaign. The consistency throughout their campaign was the cause of success. Being consistent allows consumers to become attached to a brand and will anticipate the next ad campaign. It is also important to be consistent as it can avoid confusion. From this article, you can see that each firm has used a 'one message' approach to promote their campaign. By doing this, can make it hard for consumers to lose interest.

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Dallan Milich's curator insight, October 1, 2013 10:24 PM

This article has thrown me off what I thought marketing integration is. I thought that the same message was going to be portrayed across very channel. This article suggests that, that would become boring to consumers. You still communicate the basic idea but in different ways to keep the consumer linking the ad to the basics of your brand. “It’s about connecting the brand with human emotion”. Human emotion depends on you liking it or not and why? Creating (or not) a bond that lasts long!

Abbey 's curator insight, March 17, 2014 4:41 PM

I find this article really interesting, It highlighted to me the importance of having a deeper connection with consumers when marketing your brand or product. Something I picked up on both the Snickers and Nike campaigns is that the use the word "you"...

 

Nikes "Find your greatness" and snickers "Your not you when your hungry". The use of "you" is more likely to make consumers feel targeted and included by the advertisement and as though it was directed at them. 

Stacey Pretorius's curator insight, May 6, 2014 2:29 AM

This article contains valuable information on key aspects of integration for businesses looking to run IMC campaigns. Integration is using a unique concept from the brand, and by incorporating consumer insights develops the campaign across different communication disciplines in creative and different messages

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10 Steps To A Successful Social Media Strategy

10 Steps To A Successful Social Media Strategy | Understanding integrated research | Scoop.it
Despite the fact that most Americans have embraced social media, recent studies show that as many as 72% of businesses that have a social media presence do not have a clearly defined social strategy in place.
kevin bang's insight:

Because there are so many people using the internet nowadays, it is important for firms to take it into account. Without doing so, can be difficult to engage with customers. This article shows that there are over 72% of firms that don't have a social strategy and that without having one, can be almost impossible to gain customer loyalty and engagement. The article has given a guide on how to set a successful social strategy which in my opinion can be helpful to those within the 72% bracket and those who want to start their own business. Going through the steps can help firms become prepared in developing a business strategy that can help them succeed.

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SooJin Kim's comment, May 9, 2013 4:02 AM
I agree with your insight Kevin. Social media has become an essential factor of building a business strategy in today’s market. Social media can be used for a wide range of business activities. This article explains about a successful social media strategy. By following a systematic step by step approach ensures a business is headed in the right direction towards success.
kevin bang's comment, May 9, 2013 5:06 AM
Indeed, ignoring this approach can lead to failure which is why it is very important for businesses of today to take it into account as it can help avoid such issue and instead, lead them to the right path.
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Understanding integrated research | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.
kevin bang's insight:

Direct marketing is an important factor in succeeding. Like everything around us, our perception constantly change. This article is good at describing the importance of direct marketing (email, apps) and how it can be very profitable for companies. From reading this article, I think that direct marketing is the best approach for a firm to use if it wants to succeed. Using direct marketing can also improve the relationship between companies and consumers.

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Finau Tuipulotu's curator insight, September 3, 2013 10:25 AM

Direct marketing is the smart, accurate and measurable way to get closer to your customers and find receptive new customers. The process of direct marketing covers a wide range of promotional activities you may be familiar with such as direct mail (sometimes called “Junk Mail”, telemarketing, direct response through social media. Again it has been stated “Successful marketers today are reaching more and more customers directly, on a personal level, than ever before. Through blogs, tweets and affinity groups more brands are becoming personalized through customer led co-creation”. Brand Awarenessis a fundamental objective of Social media. Social media also provide opportunities for companies to strengthen their brands, increase customer engagement and also build brand loyalty and stronger long-term relationships with customers. Is Direct Marketing an effective form of marketing? I personally believe Direct Marketing is profitable.

Anna Bairstow's comment, September 26, 2013 4:51 PM
Good choice in article Finau, as it closely relates to the topic we studied in class - direct marketing and consumer engagement. I also scooped this article as I found it to be interesting and informative about the topic of direct marketing and its effectiveness. I have to agree with you that it is a profitable and useful way of marketing. As you explained, social media is a great media tool to use in order to strengthen companies brands, increase their customer engagement and build brand loyalty and strong long-term relationships through communication with customers.
Savanna Steele's comment, September 26, 2013 5:43 PM
Nice article Finau, I believe that direct marketing is a great way to create personal relationships with their potential and current customers. Furthermore in regards to what you said Finau we commonly know direct marketing as junk mail and telemarketing, which now many people have signs on their mail boxes saying NO JUNK MAIL! The challenge is to use creativity in direct marketing to attract the potential customers and obtain their attention.
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Integrated Marketing Communications (IMC)

Integrated Marketing Communications (IMC) | Understanding integrated research | Scoop.it
Integrated Marketing Communications IMC
kevin bang's insight:

IMC is important as it helps companies ensure that their message are consistent and reliable. This makes it easier for consumers to remember the brand. This article presents a good amount of information on what IMC is. According to this article, IMC is when all types of communication channels are linked to one another or when integrating all the promotional tools. These tools work better when they are together rather than being alone as being together helps strengthen integrated communications. This article also highlights IMC's advantages and disadvantages which is important for one to know about.

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SooJin Kim's comment, March 19, 2013 5:52 AM
I agree with your opinion. Customers find it easier to understand the company’s message when a business makes use of all types of communication channels. Therefore, working towards one goal increases the chances of capturing the customer’s attention. This article gives clear information about IMC: definition, advantages, disadvantages and theory. Business simply cannot be successful without understanding information regarding IMC.
kevin bang's comment, March 21, 2013 6:20 PM
Indeed, if each individual within the company was working with a different goal in mind, then it would harm what they're trying to sell. However, listening and accepting to different notions is a key way for a company to strategise and succeed.