Various marketing discussions
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Various marketing discussions
A quiet place to talk bs about imc and it's various functions.
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Rescooped by Jarrod Biddulph from Integrated Marketing Communication Forum
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Various marketing discussions | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via PHAM THU NGA, Manea Murray, Alex Smith
Jarrod Biddulph's insight:

This article provided great insight into the effectiveness of direct marketing, especially with a product so difficult as airline travel. with so many different brands, all essentially selling the same product it becomes hard to differentiate. Within this article we can clearly see just how effective a well integrated and thoughtout direct marketing campaign can be. It is always stressed how effective direct marketing is but very rarely do we see actualy proven numbers that directly relate to an increase in a direct marketing plan.

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Norman Vaz's curator insight, September 26, 2013 7:49 PM

This article was very interesting as it talked about the increased importance of direct marketing and how it engages the consumer.The article states 'direct marketing tools can enable marketers to develope and ehance emotional bonds with individual consumers, and customer groups to grow the value of their customer base in real time'. In my opinion this statement could not be further from the truth as building a relationship with a brand and its consumer is key to growing their custpmer base and with that would come increased coustomer loyalty and soo forth.

Anna Kong's comment, September 26, 2013 9:33 PM
goood article jianwang
Ahmed Salman's comment, September 26, 2013 9:39 PM
I agree with your insight shay. i like how this article is relevent to imc concepts
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What can the giants of technology teach the high street?

What can the giants of technology teach the high street? | Various marketing discussions | Scoop.it
What can a more modest retailer learn from Apple, in order to improve the experience of shoppers on the high street?

Via PHAM THU NGA, Manea Murray, Alex Smith
Jarrod Biddulph's insight:

This article very briliantly explains the importance of simplicity. Too many retailers these days pour millions of dollars into have the best and most products they can on their shelves when, as so well explained in this article, sometimes all shoppers really need is a place to admire products and breathe as apposed to be surrounded by different advertisements.

 

Apple has nailed this with its core staple of products that are all displayed as works of art as apposed to just products. Consumers feel comfortable and happy in their store and every single store is the same. This feeling of calm is what makes them so successful with their 'boutique' stores.

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Shay Narsey's comment, September 26, 2013 5:36 AM
i agree with your insight matt and i feel it is important how you have mentioned the likes of apple will not let a customer walk away dissatisfied. this can create a good memory and even if they ever think of changing products they will remember apple has good instant back up service.
Markus Schobel's comment, September 26, 2013 6:35 AM
I agree with you matt, Consumers should always come I like how this article describes how apple has integrated themselves with their consumers
Markus Schobel's comment, September 26, 2013 6:35 AM
I agree with you matt, Consumers should always come I like how this article describes how apple has integrated themselves with their consumers
Rescooped by Jarrod Biddulph from Integrated Marketing Communication Forum
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Marketing Strategy and Planning: How To Avoid Marketing Budget Disasters | B2B Marketing Insider

Marketing Strategy and Planning: How To Avoid Marketing Budget Disasters | B2B Marketing Insider | Various marketing discussions | Scoop.it

Five Steps to Avoid a Marketing Strategy and Planning Disaster:

1. Identify your business goals and evaluate them in context with the latest marketplace realities and customer research. Start with the customer problems you can solve and take their perspective.
2. Ruthlessly evaluate what worked and what didn’t in the past. Pick winners and prune the losing tactics, techniques and processes. Shift people to where they are needed most.
3. Model the appropriate marketing mix in order to achieve a higher return on marketing spend.
4. Define a Content Strategy based on the needs of todays’ buyers. Create an audience-first marketing mentality.
5. Define an always-on, inbound marketing approach that produces more efficient and effective marketing outcomes.

 


Via CYDigital, Alex Smith
Jarrod Biddulph's insight:

Upon reading this article i have had a realisation that within our business degree it appears that what is considered the basics like a business plan are skimmed over. This makes me think that this is potentially why so many businesses do not have a proper plan for each year and instead just tweak the last years plan.

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Maka Tuwe's comment, August 22, 2013 5:46 AM
The importance of a budget when it comes to planning any marketing activity is important as it outlines and gives direction as to how much can be spent. In order to not go over budget or to under estimate how much one needs to spend, there is a need for a budget. This article highlights that it is not just about the budget but it is about the planning that occurs before the budget. Things that have to be taken into consideration when planning a budget is establishing what the business goal is plus evaluating what has worked in the past and what hasn't. As the marketing climate is transforming along with the mindsets of most consumers it is important to evaluate in order to not make a loss.
Alexandra Renall's comment, August 22, 2013 3:53 PM
"Define a marketing strategy based on the needs of today's buyers" - I believe this point is extremely valid. Consumption patterns change every year and to be a successful marketer one must analyse the current purchasing trends. Marketers need to realise that financial markets are still recovering from a recession, therefore people are not buying as many products as they used too. By considering such details, marketers will most likely avoid planning disasters.
Leigh Cowan's curator insight, December 2, 2014 8:02 PM

If your Marketing Planning isn't quite 100%, but needs to be perfect, check out http://j.mp/KOmktgPlans

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The Importance of Brand

The Importance of Brand | Various marketing discussions | Scoop.it

"The brand itself tells us or lets us imagine how good or bad the product is even if we never tasted it before."


Via Keane Orchard
Jarrod Biddulph's insight:

This article discusses the importance of a brand and mentions the importance of a brand in a consumers decision making process. Let me know what you think.

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Jieyi Situ's comment, March 21, 2013 5:23 PM
Need to say again, a strong brand is really important for a company, it's part of the equity of the company. Once customers try the product, like it and buy it again, the brand is kinda successful. A good brand can reduce customers' time for selecting. And I do very agree with the comment above, if one person wearing a brand, we will find people who are his/her friends might also wearing this same brand. A brand should provide better product and service for getting customers' loyalty.
Connie Guan's curator insight, May 5, 2013 3:02 AM

Brand is significant as it separates a product/service at the thoughts of the customers from other competitive offerings. The differences prevent a slip into products commoditization, and it leads to environments where customer’s choices focus mostly on pricing. Branding supports bigger gross margins, and it is why most products seem mostly the same but on different prices.

 

In my opinion, brand provides a connection. Being the consumers, we tend to expect things surrounding us are familiar. For this reason, brand becomes familiar in our lives and we seek them out, such as, toothpaste from Crest, shoes from Nike, soft drink from Coca-Cola. As we live with the familiar ones, we build the long term relationship with brand. Walter Landor stated that "Products are made in the factory, but brands are created in the mind." Whereas brand means differences to consumer, the main point is the connection between the brands and the consumers.

Sarah Johnston's curator insight, August 22, 2013 6:43 PM

Branding is highly important. Products and services with good branding are able to be picked out from a group as they can be recognised more easily then regular products. Good branding can be defined as something that is familiar to consumers - something that is remembered, something that has a memorable logo and even slogan. For instance Nike - this is a good, remembered brand as they have the tick logo and "Just Do It" slogan, that consumers remember after buying the product and being satisfied with the outcome.
Without this branding, consumers could love the product, but not really know who made it/ where it came from, and therefore probably will not go out to find their other products later. Knowing that something is "Nike" or another specific brand, means the consumer can continue to buy from Nike, suggest it to friends and other members of the public will notice the logo as well and can look up the brand as well.
Branding creates an image, promotes sales, promotes long-term customers and loyalty. Branding is highly important to success.

Rescooped by Jarrod Biddulph from Integrated Marketing Communication Forum
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IMC: Put Together Week 7 - The power of ideas and integration

IMC: Put Together Week 7 - The power of ideas and integration | Various marketing discussions | Scoop.it

Via Mike Kirkwood, Manea Murray, Alex Smith
Jarrod Biddulph's insight:

This article was an incredibly good read. It was interesting, funny, and very accurately explained how you can apply an IMC campaign to any form of business and then proceeded to show how it would work in the real world. I would highly reccommend this article to anyone interested in IMC.

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Chelsea-Rae Dawson's comment, September 26, 2013 2:32 AM
When developing a new method of IMC, it is essential that companies do not stray away from the 'big idea'. it is that idea that develops and helps to shape every other aspect of the marketing campaign. This article raises some very important valid points regarding this and emphasizes the need to focus on what is really important.
Anna Bairstow's comment, September 26, 2013 4:41 PM
Great article and interesting analogy on the concept of IMC and putting together an outfit! I like the simpleness of this article and the idea that it all starts with establishing a big idea and turning that into a simple and effective phrase or slogan which will catch on and resignate with consumers. They are right in saying that the difficulty is in matching the big idea to every message and medium. Marketers need to share their creative idea in an appropriate way that is going to be successfully percieved and understood by audiences. Great find Finau, enjoyable read that got me thinking about the topic of creativity and how to think of catchy phrases that catch on.
Savanna Steele's comment, September 26, 2013 5:35 PM
This article is a good read nice find Finau. This reading has some important key messages around constructing a cohesive message throughout IMC. With the key message of establishing a BIG IDEA. This big idea encapsulates the message in a just a few words. This is important to take the time to think about what your brand represents and what you want this BIG MESSAGE to be.
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Prof Christo Boshoff: Emotions influence consumer decisions | News

Prof Christo Boshoff: Emotions influence consumer decisions | News | Various marketing discussions | Scoop.it
Prof Christo Boshoff: Emotions influence consumer decisions. August 20, 2012 0 Comments. Why do consumers think branded beer tastes better than exactly the same beer in an unbranded bottle? Why do consumers think an international ...

Via Francisco Teixeira, Alex Smith
Jarrod Biddulph's insight:

This was a very interesting article raising questions about the decisions we make as consumers. It explains that not all decisions made by consumers are made consiously. An example of this is used when people prefer a branded product to an unbranded one, when in actual fact they are the same.

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Jarrod Biddulph's comment, April 2, 2013 1:53 AM
This article reminds me of an article i read in regards to a taste test between different cola products. When test subjects were given a pepsi and coca cola drink where people were given a blind taste test. After this people said that pepsi was the best but after they said that they preferred coca cola. This is because of the massive brand prefference that coca cola has and this is what i can see with this article.
Greg Nekcam's comment, April 8, 2013 11:46 PM
Totally agree here, especially the part about immeasurable emotions. I scooped an article a couple of days ago that introduces actually measuring emotional responses. You should go over and have a read...
M Donald's comment, May 9, 2013 6:35 PM
This article is very interesting and has many valuable points that are very beneficial.
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What the Heck is Integrated Marketing Anyway?

What the Heck is Integrated Marketing Anyway? | Various marketing discussions | Scoop.it
When I first started my business, several decades ago, I was determined to tell people that, mine was an integrated marketing firm.
Jarrod Biddulph's insight:

I thought this was a very good article to help to explain what Integrated Marketing actually is and i really liked to see an article written by someone who is using it in real life. It seems too often that articles like this a re written by university proffessors and it is hard to see the theories being used in the real world.

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Ahmed Salman's comment, August 22, 2013 5:51 PM
I agree with your insight renay. I like how you explained what integrated marketing is and how helps in developing the image of the brand you provided good explanations and examples in your insight for this article.
Teagan Adams's comment, August 22, 2013 6:31 PM
Renay explains well here the way that integrated marketing is part of all aspects of the company and goes a long way in communicating to the customer what sort of brand they are and what they represent. Even the way by which they communicate adds to this reputation as Renay pointed out with door knockers and social media.
Gibson Zhou's comment, August 22, 2013 8:20 PM
it's a nice article, good thinking
Rescooped by Jarrod Biddulph from Social media news
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Ferrari takes advantage of social media marketing for new model site - Luxury Daily - Internet

Ferrari takes advantage of social media marketing for new model site - Luxury Daily - Internet | Various marketing discussions | Scoop.it

talian automaker Ferrari tapping its social media feeds to promote F12berlinetta.com, a microsite created by the brand to display the engineering, style, dynamics and specifications of its new model.


Via zackrizmanic
Jarrod Biddulph's insight:

This article is very interesting as it shows how a very upper class, upmarket company is using incredibly mainstream media to promote its new vehicle. The new vehicle that is being promoted through Ferrari's Facebook, google plus, twitter and YouTube pages, is worth $700k NZ dollars and this is what makes the advertising style so interesting. This is because most of the people following the company on these pages are not able to purchase this car so the only benefit they will be getting is to get the brand name back into people's minds.

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