milestone1 IMC concept and Brand Management
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Crucial Role of Mobile Apps in the Marketing Business

Crucial Role of Mobile Apps in the Marketing Business | milestone1 IMC concept and Brand Management |
Marketing Business Online with Mobile Apps is very profitable Mobile apps play a very important role today in the marketing field. The marketing strateg

Via Frank Mohnhaupt
Bk Chin's insight:

Mobile has fundamentally changed how we communicate every minute of the day in many aspects of our personal/professional lives- on a global scale. Most campaigns serve as evidence that mobile is big- that integrating mobile strategy across the entire marketing strategy will drive customer value. We need to recognize that successful mobile marketing programmes take considerable effort, time the value that a brand provides to the consumer.


Agencies should sharpen their focus on moving to a one-to-one focus, putting the customer at the centre of its makering efforts. This thinking leads to a mobile marketing strategy that is now an integral part of the overall marketing mix.

Integration of mobile into the overall marketing strategy is a powerful and large-scale way to engage consumers and increase customer value.

Leon Thomason's comment, April 4, 2013 10:32 PM
With the advancements in mobile it is essential to keep a marketing programme that is up to date. As Bk has said it is important to take into account that a integrated marketing campaign does take considerable effort. Mobile is an effective way to engage your consumers.
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adidas Commercial 2012 "all in" (Messi, Beckham, Derrick Rose) [HD]

adidas "all in" 2012 Commercial - THE EXTENDED VERION - with Derrick Rose, Leo Messi, David Beckham and Katy Perry. adidas "all in" SS12 unveils the newest c...
Bk Chin's insight:

Integrated Marketing Communication focuses on communicators employing the correct message, being able to place it in the most appropriate media and using the most advantageous communications approach. By featuring brand ambassadors such FIFA World Player of the Year Lionel Messi, football superstar David Beckham, the NBA's most valuable player Derrick Rose and pop icon Katy Perry, Adidas has built up another brand equity and gained consumer trust. But did they spend the right amount of money on the right marketing activities to optimize sales, profitability and shareholder value?

Wincy Cai's comment, March 21, 2013 5:37 AM
IMC requires that successful marketing communication needs to build a relationship between the brand and the customer. Effective advertising requires advertiser to deliver the right message to the right people at the right time in the right way. It is not right or wrong for they to spent amount of money on the marketing activities, as long as they can built up their brand equity and won the trust of customers.
Stella Gao's comment, March 21, 2013 6:37 AM
This advertisement is full of super stars which wants to get attention from customers. I think it is a successful advertisement. It might cost a large amount of money on it, but it still achieve the goal of IMC. Adidas uses this advetisement to promote its brand, and win customers' trusts.
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Integrated Marketing: Communicating One Big Idea

Integrated Marketing: Communicating One Big Idea | milestone1 IMC concept and Brand Management |

Integrated Marketing is about communicating one big idea across several media channels with one voice in order to reinforce the brand’s core message and create a greater and seamless experience for the consumer.


I recently stumbled upon this very explanatory and creative video by Baumann Ber Rivnay/Saatchi & Saatchi showing their take on integrated advertising. Here are some of the main points:

Today’s consumers are much more connected and involved as technology, the Internet and social media are a great part of the consumers’ lives. This changes the way we consume information, decide what to buy and experience brands.Today’s consumers lose interest very quickly as they are looking for something beyond the marketing message and ask themselves the question: “What’s in it for me?”Integrated advertising adds value lets consumers take part in an experience that they want to be involved in and share with their friends.The big idea has to integrate with media tools that link to each other and not just stand alone.

How do you succeed?

So how do you as brand ensure this experience? The key is consistency in your communication and coherence in your message. Brands often have a number of agencies working for them. It is therefore imperative to communicate brand activities and brand voice to all entities to make sure that communication across all channels is aligned and that every channel really serves the big idea.


Activate campaigns across all channels and make sure to communicate any brand activity to all agencies working for you to reinforce the impact of the message. E.g. your Social Media Agency should always be aware of any communications going on offline in order to activate the message across social platforms and create linkage between the on- and offline worlds. With today’s technological evolution, people encounter brand messages just as much online as in TV-spots and billboards. The agency should also be informed about both the overall strategy of the company and any changes in that strategy. Provide your Social Media Agency with visuals and information about your traditional advertising efforts and further develop those ideas to exclusive content for your social media presences to enhance the experience.


Analyse the effectiveness of each channel during and after a campaign and be attentive to what consumers want through monitoring and listening. Also, it is important to stay updated with the new innovative media tools – such as here on the Mindjumpers blog.


Basically, you need to ensure that all channels don’t work isolated but rather together as a unified force to strengthen the core message of your brand.

Bk Chin's insight:

this article and the attatched video by Baumann Ber Rivnay and Saatchi & Saatchi explains about the whole idea of IMC and helps to understand better about what integrated advertising is.

This article also points out the importance of IMC and how to approach it effectively as well as that agencies should know better of how consumers respond on social media websites.

If TV, radio and newspapers were the only way to communicate with consumers long time ago, today's consumers are much more connected and involved as technology, such as the internet and social media.

May Elizbeth 's comment, August 22, 2013 6:05 AM
"Integrated Marketing is about communicating one big idea across several media channels with one voice in order to reinforce the brand’s core message and create a greater and seamless experience for the consumer" - simple and straightforward definition of IMC! very interesting article indeed Rachel!:)
Wenyu Liang's curator insight, May 4, 2014 7:22 PM

Not only communicate directly with customer is a kind of communication but also advertising, sending email are part of the offline communication with customers. By using IMC, business needs to expand their way of communication in order to build a steady relationship with customers. However, just because there are numerous ways to promote the brand, the idea the brand wants to delivery must be a consistent message. This article mentioned that the social media agency is able to communicate offline and different social media might enhance experience of the brand. However, brands need to innovate the media tools to attract more people. For example, coca-cola has advertising everywhere, like billboard, TV, movies, even MV. And it delivery a single big idea- enjoy. Coca-cola has its own website and it offend held sports` competition or do promotion in the supermarket. Therefore, it affect me since i was a little and i keep receiving its message everyday.  IMC needs to be adopted by every business as it can emphasis the message of a brand and increase the opportunity that the brand communicate with people. Only a brand is well-know, the long-run value will be increased.