What is IMC all about?
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What is IMC all about?
Overview of the IMC concept
Curated by Sophie Frakes
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The Facebook Problem: Why We Need To Re-Think Facebook Marketing | Business 2 Community

The Facebook Problem: Why We Need To Re-Think Facebook Marketing | Business 2 Community | What is IMC all about? | Scoop.it
It is a common conversation in businesses and marketing departments across the world: Facebook. The social network has become the creme de creme of marketing
Sophie Frakes's insight:

I found this articles critical take on brands using Facebook and social media  interesting and a breath of fresh air. Compared to the usual hype surronding marketing on social media this article discussed the limitations not only in terms of only reaching certain market segments but also the fact that if not used in an integrated way that the 'marketing results on a marketing channel are only as good as the marketing message.' Too much focus on social media marketing could lead to misdiagnosis and missing the bigger problem (the iceberg metaphor comes to mind). I thought this idea was key in demonstrating how Facebook and other social media are great tools when used in a IMC process but have limited effectiveness and reach when looked at individually. I think that marketers need to be mindful of many things when it comes to social media marketing and as the author mentioned not only is Facebook becoming cluttered with brand related posts (decreasing their value) but brands that overpost risk having their posts hidden or pages unliked.

 

I think while brands are trying to be mindful of their communication strategy budgets and are becoming increasingly aware of the limited impact and reach traditional media (eg tv commercial has on consumers when exposed to it) that they should not shun traditional media or not try and think outside the square and just accept social media such as facebook as the golden ticket to increasing brand awareness and engagement. 

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Riley Grant's comment, April 9, 2013 5:28 AM
I also thought this article was refreshing. It really examines Facebook critically. I especially liked how the author pointed out that Facebook is characterized by noise, because marketers are aimlessly ambushing consumers with ads. In turn, this high volume of ads is decreasing the overall value of advertising on Facebook. It would be interesting to read more about how brands can differentiate themselves and be unique in the noisy Facebook world.
Kelly Alexander's comment, April 9, 2013 6:12 AM
The idea from the article which has made me think about social media, in particular Facebook is how frequent marketers post their brand online. With the increasing number of brands being posted on social media their value is being decreased. I find as a Facebook user that there are time when you just don't want to be bombarded with companies trying to market their brand. In turn this can result in negative feelings towards this brand. It is an interesting article to read and triggers discussion on how to effectively implement marketing on sites such as Facebook
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Essential Aspects of Integrated Marketing Communication

Essential Aspects of Integrated Marketing Communication | What is IMC all about? | Scoop.it
Integrated Marketing Communication or IMC is one of the most effective branding communications that involves the use of different media for creating a seamless and uniform experience for your targe...
Sophie Frakes's insight:

This article gave a really clear and succinct overview of what IMC is and how it can be utilised. I totally agree with the authors point that the stating point for communication needs to be with the customer and their information requirements and that the brand should work back to determine the best media and message. I found this to be the key point of the article as this will ensure the marketer uses the correct communication channel and that their message has uniformity.  It seems that this is a fairly modern take on marketing but I think it makes a lot of sence considering the overload of information that consumers come into contact with on a daily basis.I think working off this principle would help to ensure that you get the right message to the right market segment and that you are able to communicate it to your consumer in a way that is clear and appeals to them. This would allow IMC to fulfill its role of creating a longterm relationship with the consumer rather than just interacting with them in a transactional way and would hopefully overtime change their behaviour as the author mentioned increasing brand awareness is not enough and IMC should be applied to help the consumer engage with the brand.

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Kelly Alexander's comment, April 9, 2013 6:21 AM
This article discussed IMC as a whole but also looks specifically at the idea of starting the communication with the customer and then from there determining the best message. This approach will help ensure the right message is aimed at the target market. Although it could be possible for marketers to communicate a message which doesn't target a specific audience but in turn the customers want to be a part of the brand because of its uniqueness from its competitors. Just a thought?
Riley Grant's comment, May 8, 2013 6:17 PM
This article presents the idea of IMC in a very clear and concise manner. It is so important for brands to have one voice and this article outlines how organizations should do so. Although the article touches on many important points of IMC, I think they should have talked about relationships with agencies and other media stakeholders. These relationships are just as important as the relationships with prospects. With them, one voice, could never be effectively and efficiently emitted.