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The consumerization of B2B integrated marketing

The consumerization of B2B integrated marketing | Communication Mix |

The consumerization of B2B integrated marketing


Back in prehistoric times -- say, 2007 -- we thought an integrated campaign involved developing your ad campaign and sales literature, attending trade shows, sending out press releases and, most important, meeting face-to-face with your prospects. Not anymore. Technology -- and, especially, social media -- has changed the way B2B marketers conduct business and has started to blur the line between B2B and B2C. Today, integrating tactics found in consumer marketing into your B2B campaigns is key to a successful integrated marketing campaign.


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Alexandra Renall's insight:

I found this article very relevant to integrated marketing communications. The author reiterates the idea that integration is central to any marketing plan. I specifically noted the point the author made about utilising a variety of touch points “every touch point is an opportunity to reinforce what your brand stands for.” By integrating different media channels in a marketing campaign, a brand message is more likely to penetrate into the life of a consumer. The idea put forward about monitoring which strategies are driving sales is also noteworthy. Although enhancing brand equity is important, marketing professionals cannot forget about  the short-term goal of maximising profits.

Chelsea-Rae Dawson's comment, September 26, 2013 7:19 AM
This article raises some very valid points in reagrds to intergrated marketing communications. Irregardless of the different methods of communication we may use when trying to market to different groups in this day in age, the message and aim of marketing is still the same. "purchase justification, full information, targeted messages, brand confidence and clear communication." These 5 points are IMC in a nutshell and we as marketers must remember that.
Jordan Smith's comment, September 26, 2013 8:38 AM
I found this article to have a good overview of how important integration is essential for any businesses. I agree with the article when it states the way you present your brand on social media platforms can have a tremendous impact on customer’s perceptions of your brand. Therefore brands need to ensure that their messages is aligned with their social media and as well as embracing social media as a way to connect with consumers as well as building brand awareness. This is important because social media is fast becoming a popular brand touch point.
Rescooped by Alexandra Renall from Business Improvement!

Don't put all your marketing eggs in one basket

Don't put all your marketing eggs in one basket | Communication Mix |

This good article explains why rather than needing to make one big marketing investment such as an outdoor billboard campaign, it is much more effective to consider all of the facets that play a part in the journey someone takes, to do business with you.

Via Daniel Watson
Alexandra Renall's insight:

Every business must understand the importance of communication channels in order to carefully express the dynamics of a particular brand to the public. It was interesting how the author of this article mentioned that it is more cost efficient to consider small-scale touch points or communication channels. Staff uniforms, business cards, and even the answering machine message can all be utilised to communicate a brand message, thereby enhancing brand equity. The article notes that such business initiatives add value to a business and will make customers feel more comfortable about referring the service or product to other people. 

Jordan Smith's comment, September 26, 2013 12:37 AM
I found this article to be very interesting, it suggests that instead of spending time and money on large scale marketing techniques that the most obvious marketing tools can be effective especially for smaller businesses “smaller spends on simple and cost-effective tactics can be as effective and bring longer-term benefits to your business. “Emphasising the old saying don’t put all your eggs in one basket. For example staff uniforms, business cards and reception area all contribute to a consumers perception of a business. Therefore this article reinforces the fact that all organisations need to ensure that all touch points are able to leave customer with a valuable impression.
Cen Xun's comment, September 26, 2013 8:56 AM
this article told us a trues: details are important, especially for some small business, the IMC study told us communication is important,pay more attention to small and simple details in communication such as business card could also making deep impression as billions advertisement,
Emily Zhang's comment, September 26, 2013 10:56 AM
This is a good article explained why rather than needing to make one big marketing investment such as an outdoor billboard campaign, it is much more effective to consider all of the facets that play a part in the journey someone takes to do business with you. This can include:
staff uniforms, business cards, answering machine message, customer service etc. These factors are better ways for companies to communicate with their consumers rather than only on advertising.
Rescooped by Alexandra Renall from Data Nerd's Corner!

10 awesome digital marketing campaigns from Nike

10 awesome digital marketing campaigns from Nike | Communication Mix |
Following on from Andrew Warren-Payne’s post looking at various digital marketing campaigns from McDonald’s, I thought it would be interesting to take a similar look at one of the world’s biggest sport brands.

Via Carla Gentry CSPO
Alexandra Renall's insight:

The ‘Fuel Your Team’ Nike campaign is one example of a successful creative marketing strategy. Evidently, this campaign strategically targets young college students. By generating points, the students will feel as if they are part of a movement and supporting their college team. This idea was communicated very effectively through the advertisement. Whilst this campaign is unique, it still resonates with Nike’s brand message of ‘Just Do It.’ The target audience also have the opportunity to hash tag ‘counts’ which will enable the brand to trend on social marketing platforms.

Carla Gentry CSPO's curator insight, July 25, 2013 2:00 PM

This campaign may have lost some of its gloss since Armstrong’s downfall, but it’s still a good example of how Nike uses mobile to involve consumers in marketing campaigns.

MakanakaTuwe's comment, September 24, 2013 10:10 AM
I believe this article exemplifies what IMC is by not only taking Nike as the brand but by then going on to show the reader the different tools that were used by Nike. All campaigns utilised both traditional and new media, featured on billboards and leading to the website or an online platform. Overall all the campaigns were designed with the rapidly changing media and technological climate.
Jordan Smith's comment, September 25, 2013 5:52 AM
Nike has a reputation of having successful IMC campaigns, which essentially has led them to be a well-established brand. Nike knows the value of having an interactive campaign, which allows for its consumers to be involved. All of Nike’s campaigns actively engage consumers and instead of directly targeting consumers through mass marketing messages Nike opt for IMC strategies, which involve consumers as part of movement.
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The Role of Direct Mail in the Modern Marketing Mix

The Role of Direct Mail in the Modern Marketing Mix | Communication Mix |
Alexandra Renall's insight:

This article effectively summarises the notion that direct mail marketing is not extinct just yet. I must note that I can relate to the Royal Mail survey. Like many others, I delete all the direct mail in my inbox before I open the messages. However, if I was sent physical marketing material, I would strive to seek the contents - out of curiosity I guess. As discussed in a recent tutorial, direct mail marketing is also an efficient way of reaching older consumers. This is significant considering consumers that are over the age of 50 quite often have high disposable incomes. The author of this article mentions that direct mail can achieve a return on investment if the marketing plan is targeted and carried out as economically as possible. I have to agree with this statement. If I was the marketing manager for TV One for example, I would consider direct mail marketing since the target audience would most likely choose mail as their preferred communication tool. 

Emily Gavigan's comment, September 27, 2013 4:09 AM
Great article Danielle, like you say bombarding people with flyers in their letter boxes won't create a response from consumers but setting in place a strategic marketing strategy to work out how they can effectively target their customers, will have much more of a positive response. A marketing strategy is essential in using direct marketing as a communication tool because without it the effectiveness of the campaign is lost.
Maggie Zhang's curator insight, September 27, 2013 5:08 AM

As today, more and more companies start to realize the importance of the direct marketing. Direct mail, as one of the most important tools for direct marketing, still plays a big role communicating with the customers. The research showed that 83 percent of direct mail is opened in comparison to average email open rates of 11 percent in UK and 44 percent of consumers have visited store, purchased or enquired the product after received the direct mails from the company. The research tells us even nowadays more and more companies chose using direct email instead of direct mail, sending mail is still an important tool to reach certain consumers. 

Rachel Chen's curator insight, October 3, 2014 5:00 AM

Direct mail marketing is seen as a dieing source. Within todays modern technological society, social media, email, internet etc. is seen to be such a better and more advance way to market a company or product that it has left many wondering if there is a future for mail marketing. Response is carefully measured in an attempt to take the waste out of marketing and should be part of your long-term strategy. Activity through virtually any media can be classed as direct marketing.

Rescooped by Alexandra Renall from The Jazz of Innovation!

Buy my product! It’s exactly the same… only different.

Buy my product! It’s exactly the same… only different. | Communication Mix |

This article offers several proven ways to elevate your brand above the competition, even when you can’t claim any significant point of difference…

Every brand needs some point of consumer-relevant superiority or differentiation versus its competitors, or it will inevitably lose out to lower-priced competitors.

Via Peter Verschuere
Alexandra Renall's insight:

Brands must have a point of difference in order to captivate consumers - energized differentiation is an essential brand dimension. I find it interesting how the article refers to the marketing techniques of a 3M product. Evidently, the marketing surrounding the launch of this product effectively highlighted the advantages of using the 3M brand in comparison to other similar products. I wholeheartedly agree with the author when he mentions the marketers took 3 values that current consumers now appreciate and reiterated these values in product advertisements.

Jordan Smith's comment, September 26, 2013 12:46 AM
Great article Alex! I agree that brands need to capitalize on a point of difference especially in a busy marketplace. I think that 3M’s approach was very clever in taking the 3 values of current consumers and applying it to their product this was able to instantly give them point of difference in the marketplace. I also think that Kotex’s approach to designing a stand out package was effective too as by creating practical reusable tins it was able to allow for the product to be marketed outside the feminine hygiene aisle, which before was something that had been thought of as unachievable.
MakanakaTuwe's comment, September 26, 2013 2:48 AM
As I was reading this article I could not help but think about the skincare brand and how each brand claims to be organic, good for your skin, anti ageing and reduces stretch marks. Look at how many products they are for stretchmarks that all claim to reduce appearance. This article emphasized the need for businesses to differentiate their brand even if it is the same as other brands around. The example used of 3m's marketing strategy is very clever as it shows that 3M took the time to research what is important to their consumers.