Milestone 3: Effective Communication, Integration across media and Direct Marketing
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Milestone 3: Effective Communication, Integration across media and Direct Marketing
creating an effective communication mix, measuring results against objectives
Curated by Erica George
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Developing Effective Marketing Communication Mix | eHow

Developing Effective Marketing Communication Mix | eHow | Milestone 3: Effective Communication, Integration across media and Direct Marketing |
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.
Elaine Li's comment, September 27, 2013 1:07 AM
Great insight. I think this is a great article in relation to our week 6 coursework because it gives a great develop on how to set up an effective communication mix. In order to implement a good strategy through the marketing promotional mix, there are five steps listed:
1. Identify your target audiences
2. Create your key message points
3. Identify your apertures
4. Write your plan
5. Identify your tactics.
As long as you follow these steps, marketing communication mix will not be a problem to your business anymore.
Swati Tiwary's curator insight, October 2, 2013 9:48 AM
This article outlines the importance of developing an effective marketing communication mix. effective communication with consumers is vital for any business. This part comes under the promotion part of the marketing plan. It is important to have a variety of communication techniques as the target audience for every product is diverse. This articles states 6 ways of developing a good communications mix: 1) its important to have identify the target audience: this can be done by a good extensive research. The target audience needs to be further segmented into categories such as current customers, prospective customers and early adopters 2) Create your key message points: it is important to pin point the key messages that the company wants to impart to the consumers 3) Identify your apertures: it is important to find out the opportunities or openings to reach their audience. For example if a company wants to reach school children then they need to make use of a classroom 4) Its important to write the plan: Writing the plan in a clear and concise manner is important. They key objectives and the plan to fulfill them is important so people have clear guidelines to follow 5) Identify the tactics: tactics are important to meet the overall objective. Its good to use tactics that would appeal to the target audience. Effective communication is vital for integrated marketing communications. communication is not a straight forward or a single dimmentional thing. Its multi faceted just like the market and its consumers. hence it is important to have a mix of different communication strategies to cater to all the different segments of the target audience
Rachel Chen's curator insight, October 3, 2014 12:10 AM

It is a really good base for entrepreneurs and marketers in new startup businesses, as well as organisations who wish to increase brand awareness across a wide audience. It’s first important for any firm to identify its target audience with the use of demographic factors like age, buying habits and any other habits relevant to the organisation. It’s also important to create a key message with the direct information that is going to be communicated to the customers and target audience. This basic process will be the keystone to implementing an effective communications mix and highly recommend using it as planning tool for planning your promotional approach.

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Why Team Sponsorship is Good for B2B Marketing |

Why Team Sponsorship is Good for B2B Marketing | | Milestone 3: Effective Communication, Integration across media and Direct Marketing |
In order for your business to stand out amongst its competitors, you may want to consider spicing up your marketing campaign or looking into new, diverse...
Erica George's insight:

This article focuses on sponsoring teams as a form of marketing communications. It covers three main points- establlishing local relationships, creating word-of-mouth marketing, and branching out by trying a new tactic.

I think sponsoring local sports team is a great way to support the community, but do you think it results in successful marketing for all kinds of organisations?

Rochelle Rhodes's comment, May 9, 2013 4:56 PM
I think this is a good tactic if you are wishing to market to sports enthusiasts, so probably not so successful for ALL organisations but some would definitely benefit from it. It is definitely a way of getting involved in the community and building relationships with your audience - provided you are marketing to the right group.
Rosaria Gordon's comment, May 9, 2013 6:50 PM
I agree with both of you. I think it is an effective marketing technique and actually reaches more consumers than one might think - for example if a company was to sponsor a local youth soccer team then they are marketing to the parents and relatives of the children playing in the team; Furthermore, the fact that this company is supporting their kids creates respect, loyalty and gratitude. This would then be returned through sales and word of mouth for example if say Powerade was a sponsor then the parents/relatives would be more inclined to buy Powerade over other sports drinks.
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5 Tips for Optimizing and Integrating Your Social Media Content

5 Tips for Optimizing and Integrating Your Social Media Content | Milestone 3: Effective Communication, Integration across media and Direct Marketing |
Integration across multiple platforms, whether its social media, SEO, e-mail, or offline, is just as important as creating the content for a particular marketing medium.
Sheenal Prakash's curator insight, August 30, 2013 1:03 AM

The article gives 5 specific steps on how to intergrate your social media communications in an effective way. I think it give briliant advice on the founations of using social media that many companies ignore. the first tip was that it should be easy to share. I totally agree witht this if it isn't easy to share than people will lose interest in it and the message will not reach other potential customers. The second tip was that the name you give to the content your sharing may be changed over the course to something the users/viewers miht think is more appropriate, this again is about convineience and the ease of remembering something otherwise the information might not get stored in their long term memory and may even be lost. The third advice was to keep up with the trends which is important becuase a company may have a great message they are trying to send through what they believe is an effective channel but if it not something people use much anymore than the message will not get accross. The third advice was not to expect to viral but be prepared incase it does. This way you will not be wasting resources. If you do expect to go viral you may over estimate the results and if it doesn't then you will waste the resources designated to the aftermath of the event. the last advice was ot optimise and intergrate all your digital assets. It needs to be made easy to share and the content needs to be in sync with other information available because otherwise the audience could get confused and you may lose their interest to your competition.

Min Li's comment, September 26, 2013 8:37 AM
This article highlights the importance of integration across media channels. In relation to IMC, this article presents that an idea must be integrated across all media channels to ensure it has a greater consumer response. By reading this article and Sheenal’s insight, I realised that the integrating social media is very important to IMC and the five tips from this article can optimize companies marketing communications. Good article. Thanks.
Peixin hu's comment, September 26, 2013 8:41 AM
Integration means avoiding differentiation,When using social media, I most frequently encountered problems is "differentiation", which is marketers try to get as many audiences as a social platform attempt. But under normal circumstances is a result of the attention and resources of differentiation, the company failed to find the most suitable for their own - and that any timely "strategy" ultimately ended in failure, because they lack focus.