effective communication in marketing
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effective communication in marketing
Communicating with consumers, budgeting promotional program and using IMC to create an effective communication mix
Curated by Cindy Cao
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Rescooped by Cindy Cao from Digital Marketing & Communications

How are brands using audience involvement to increase reach and engagement?

How are brands using audience involvement to increase reach and engagement? | effective communication in marketing | Scoop.it
Audience involvement is the process and act of actively involving your target audience in your communication mix, in order to increase their engagement with your message as well as advocacy to your brand.

Via Alex Butler
Cindy Cao's insight:

I think this article really explores the reason of advertsing and the importance of second screen engagement. As we all know, most of us use social media to connect with our friends and families, we share our life and experiences on those websites to bring us closer to each other. We trust most of the people that we engage with and this makes their values and opinions trustworthy and is a great way of spreading information that would be an advantage to your marketing plan.I think the statistics of nearly a quarter of teenagers sharing what they watch on tv is very interesting and the idea of collaborative storytelling has given me a new perspective of the different ways of marketing today

Kristy Leong's comment, September 26, 2013 6:43 AM
@Janessa’s comment, How are brands using audience…” I think that this article was a good read and easy to follow and understand what they were saying about the communication mix process. I agree with Janessa that it could be the future for creative advertising as they are advertising the feedback from their consumers, which shows their loyalty basis. The 3 approaches discussed in the article are all based on consumer engagement online, which I think that it’s great to get a variety of a communication mix.
Reuben Gordon Dalziel's comment, September 26, 2013 4:21 PM
Social media is able to establish and build strong connections and engagements from businesses to audiences if used correctly. This particular demonstrates how marketers can use social media as a platform to extend their and improve their brand image. If used correctly, it can be a big part of the overall communication mix and allow the company to interact with consumers through videos, competitions and other forms of involvement, thus building a relationship with consumers.
Alysse Woodward's comment, September 26, 2013 8:57 PM
This article had me thinking; this approach using audience involvement to increase reach and engagement is a very good example of what supermarkets are doing at the moment, New World with their mini groceries and Countdown with their cutlery. Customers send a certain amount at their supermarket and in return get rewarded with a tangible item. This encourages customers to spend more (New World you have to spend $40 to get one mini grocery). For example I shopped at New World and spent $74 the lady at the counter asked me if I want to spend an extra $6 on something so I could receive a second mini grocery, so I did. Because I was encouraged to spend more money with New World I did because I was getting something in return. This had me engaged as a customer as I want to collect as many as possible. This campaign also attracts other customers that don’t shop at New World to change where they shop and go to New World instead. It also engages children as they want to collect all the mini groceries so they encourage their parents to shop at New World.
Rescooped by Cindy Cao from Interesting Wepages I Compiled

The Most Effective Advertising and marketing Communication Techniques Out there In The modern Marketplace

The Most Effective Advertising and marketing Communication Techniques Out there In The modern Marketplace | effective communication in marketing | Scoop.it

Any of these marketing communication tools will likely help your marketing and advertising out tremendously. You will definitely make your life as well as business a whole lot less complicated when you take advantage of the marketing communication tool throughout this document.

Via marjun sevilla
Cindy Cao's insight:

In this fast moving environment, businesses are facing more competition each day, therefore it is important for businesses to come with a cost effective way to communicate with its targted market. The article mentions the use of free communication channels such as 'Youtube' to create an awareness as Youtube is a well-known and liked website where people seek for advice. The social platform allows consumers to look at it with their free-will and will be more well tolerated as it is not 'forced' onto the consumers. It allows the targeted information to be more well-liked. the article also talks about using blogging as another cheaper alternative for marketing, but however it is difficult to set-up and may not always be successful. Therefore I believe that the purpose of this article is to understand that different marketing channels are available nowadays to meet the different lifestyles of people.

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Rescooped by Cindy Cao from The MarTech Digest

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 | effective communication in marketing | 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
Cindy Cao's insight:

This article focuses on the importance of B2B marketing in which businesses need to attract potential investors, it outlines 5 important steps which are to identify business goals, evaluate past marketing plans, model an appropriate marketing mix, define a content straegy and establish an inbound marketing approach that is likely to be more successful. without proper marketing research, businesses is unlikey to reach their target market effectively and allocate budget to the right IMC channels. Therefore in my opinion B2C marketing is definitely different to B2B marketing but in both cases, reasearch and evaluation of past techniques needs to be closely monitored to adjust to the current evolving world.

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

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