IMC Report 2013
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How to Integrate Social Media Into Your Marketing

How to Integrate Social Media Into Your Marketing | IMC Report 2013 |
Social media is not a solo act. It's best as part of a jazz combo.
Instead of thinking of social media as a freestanding tactic, first consider how you can add social media components to your existing marketing initiatives.
Gerry O'Beirne Dunn's insight:

One insight I got from this article was the importance of combining and integrating different media channels as only when they are used together are they used to their full extent. When social media is used to compliment direct marketing, TV, radio and outdoor media channels, consumers are more engaged and more likely to respond in a manner beneficial to the performance of the marketing efforts. 

Flying_Ray's comment, May 9, 2013 7:39 PM
I like how he identifies social media as playing but one role in your total promotional strategy, It should not be isolated from your other communications, but rather enhance what you are already doing. In particular it offers great opportunities for event marketing, with many new digital platforms allowing events to be run outside of physical space.
Albert McVities's comment, May 9, 2013 8:21 PM
Embed social sharing into emails, forms, surveys, events giving customers the option at every stage to pass on your messages to their networks. Consider it the modern day equivalent of ‘forward to a friend’.Social media sharing is a fast growing network. we have to integrate the social media to operate properly in the event of marketing.
Gerry O'Beirne Dunn's comment, May 9, 2013 10:56 PM
I agree, seeing as interactive media is becoming more predominant in our daily lives, when social media is integrated into a marketing campaign effectively, there is increase word of mouth exposure thanks to websites such as Facebook or Twitter. Social media is an effective way to utilize individual consumers social networks and convert some of their contacts into consumers.
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What Is a Marketing Communication Mix? | eHow

What Is a Marketing Communication Mix? | eHow | IMC Report 2013 |
Companies that sell products or services use some or all of the components of a marketing and communications mix, also called a promotional mix. These include advertising, personal sales, sales promotions, public relations and direct marketing.
Gerry O'Beirne Dunn's insight:

Seeing as all companies need to engage with their target audience, having the correct communication mix is a vital factor to consider. All communication channels have their own strengths and weaknesses, which is why getting the right mix of channels will yield the best results and build the most brand equity. One insight i gained from this article is that each business is different, so you must determine which channels are appropriate and relevant to your efforts in order to choose the right communication mix.

Shivneel Chauhan's comment, May 9, 2013 7:40 PM
This article really goes into depth with the communication mix (advertising, personal sales, sales promotions, public relations and direct marketing). It explains how each component is used in marketing.
Albert McVities's comment, May 9, 2013 8:30 PM
marketing communication mix can also be define as marketing mix? using 4 ps and 4 Cs to direct or in-direct marketing has influence differently to company's goal. a good effective article how advertiser should integrate marketing communication mix and explaining briefly how each factor can be utilise.
Gerry O'Beirne Dunn's comment, May 9, 2013 11:04 PM
I think most business would know that you have to get the right communication mix, however not all of them know how to do it effectively. I agree with Chris, it is important to have a level of integration between the methods used for communication.
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Social TV Is Getting Down to Business | Media - Advertising Age

Social TV Is Getting Down to Business | Media - Advertising Age | IMC Report 2013 |
there's something new coming to the emerging field of so-called "social tv": business.
Gerry O'Beirne Dunn's insight:

In todays society, approximately 50% of Americans have smartphones, and a further 20% own tablets. This increase in the use of new technology has lead to new marketing campaigns being directed at these products in conjunction with TV viewing. This is effective as consumers gain emotional responses from their favourite shows and these emotions are transferred on to the marketing efforts they would view on their devices. If someone saw a particular product on their favourite show that they would like to buy, and it was readily available at the touch of a screen, they would be more than likely to do so. This leads me to question whether this is exploitation of consumer behaviour or ingenious marketing objectives from large firms. 

Flying_Ray's comment, April 9, 2013 2:27 AM
I would say it it ingenious marketing and I definitely agree with the statement it's "a way to augment the experience without impacting the experience." Everything I have seen on these developments has interested me, such as the Coca Cola Super Bowl campaign with the polar bears who watch the game in real time. Things like this were actually part of what prompted me to buy an iPad. Though, I suppose I, as a marketing student could be biased to my acceptance and interest in marketing communications. However, for gen y who has grown up exposed to constant marketing communications, this is likely to be a nice, new experience. I for one rarely see television ads anymore as I can just fast forward through them.
Albert McVities's comment, April 9, 2013 4:44 AM
Today's world TV are now begin to eliminated by people, as Gerry's article said 50% of the population have smartphones and Ipad, there is no reason to watch TV when you have the whole world in your hand. I agree with the article and found it really interesting, as marketing TV media not a main marketing communication tool anymore.
Shivneel Chauhan's comment, April 9, 2013 7:41 PM
I agree with Albert. Who needs a TV when you have a smartphone or tablet in your hands. I'm guessing that’s why TVNZ create the “TV on demand” app as more people are watching less TV and paying more attention to their phones. For example, more people watch Youtube clips of their phone and tablet than on their computer screen.
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The Importance of Branding for Businesses

The Importance of Branding for Businesses | IMC Report 2013 |

Branding is successfully creating a brand identity that will not only make your business more appealing in comparison to your competitors, but it will also convince consumers that in a sea of prospects, your business is the only one capable of satisfying their needs.

Gerry O'Beirne Dunn's insight:

Branding is a key function used to determine a brands identity or personality, which is important if a company is to set itself apart from the rest of their competitors. Effective branding can lead to consumers perceiving certain messages your brand wants to display and can help retain consumers attention, so it is important to do right.

Wen Gao's curator insight, May 8, 2014 2:00 AM

Based on many marketers’ ideas mentioned in the article, branding is most essential for a business because it makes a business or a brand stands out from the massive market. Like a person has his or her own personality, a brand should have its personality that is brand identity. As long the positioning and identity of a brand has settled down, the company can have the orientation of the development of the brand, make the appropriate marketing strategy and launch advertising campaigns effectively. It is more easily for customers to recognize and remember the brand according to its special properties and identity. Among the competitors, defining the brand is very important. If you don’t define your brand, you create the possibility that someone else will do it for you, including your competitors. Here’s a good example of brand identity – Coca Cola. People can easily recognize this brand based on the jingle, TV ads, packages, and the signature color – red. 

Zakarie Murtagh's curator insight, August 23, 2014 9:07 PM

Such a great article on the importance of how IMC and branding is the crux of having  a strong, successful and working business, that is able to differentiate strongly from its competitors to gain a competitive advantage.

Rachel Chen's curator insight, October 2, 2014 11:36 PM

According to the article, a brand needs to be marketed and created so that it differentiates itself from competitors. If a company chooses not to distinguish itself from other competitors, than it faces the issue of competing brands building a better brand image. . The use of good company examples such as MacDonald's  Coca Cola and Apple are also evident, and they add to the thread of the article linking success to brand image. I think there are benefits to adopting integrated marketing communication with consumers, to strengthen the brand I think a clear uniform message must be delivered to consumers.

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The Importance of Brand Management

Your brand is how customers recognize your company, your product, your service and your reputation. Your company works hard to ensure customers are happy with its products and services.
Gerry O'Beirne Dunn's insight:

When a company is in control of its brand, they're using the process of brand management. This is how companies differentiate their products or services, trigger recognition, reinforce your reputation and have top-of-mind recall among your target audience. This requires your company to maintain one consistent message, which in turn helps to effectively manage IMC for the business.

Hannah Merceanu's comment, March 20, 2013 10:55 PM
I agree that this article provides a good explanation of what a brand is and how it needs to be managed. Sash yes I agree that was a great point in the article that the message should be reinforced by all 'pieces'. This article made some strong points around what brand management is and of its importance. It is clear that a brand needs to be successfully managed if it is to succeed.
Flying_Ray's comment, March 21, 2013 4:05 AM
The article raises some good points on the increased difficulty of effective brand management when running a co-branded promotion. From an IMC perspective, this means the number of online/social touch points with your consumers is effectively doubled or more as the promotional message is now run through both brands communication channels. When considering communication through social networks this becomes even more complicated as the social media managers for both brands would be completely separate. For a co-branded campaign to work the personality and voice of both brands needs to be compatible, for example how Doritos and Pepsi have similar fun/youth images for their respective FMCG products.
Gerry O'Beirne Dunn's comment, March 21, 2013 5:45 PM
The Dorito's Burn and Pepsi Ceasefire product release was a good example of this as both brands communicated a consistent message in order to get consumers to buy both products in conjunction with one another rather than just purchasing one out of the two. Utilising social media as well as other common forms of media, both companies were able to establish recognition for their products as well as enforcing the connection or link between the two products.
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The Role of Direct Marketing in the IMC Program - Forums - Your MBA Online Degree Program and Management Students Forum for MBA,BMS, MMS, BMM, BBA, students & aspirants.

The Role of Direct Marketing in the IMC Program - Forums - Your MBA Online Degree Program and Management Students Forum for MBA,BMS, MMS, BMM, BBA, students & aspirants. | IMC Report 2013 |
The Role of Direct Marketing in the IMC Program Advertising & Marketing IMC considers all sources of brand or company contact that a customer/prosp
Gerry O'Beirne Dunn's insight:

Direct marketing, also known as response marketing, is an effective way of connecting and communicate with consumers in a way that will help improve information on the target audience. Consumers are able to control which of these messages they view which in turn helps marketers be more specific and precise with their communications. When used in combination with interactive media and other media channels, direct marketing is an effective way to get an immediate response if that is the desired outcome. 

Flying_Ray's comment, May 9, 2013 10:57 PM
I agree that direct marketing using interactive media can be used to generate immediate responses from the consumer. With growing technological advancements, marketers are now able to reach their consumers almost anywhere, at anytime. This means that more relevant promotional messages can be communicated to the consumer at the most appropriate time i'e outside the store.
Gerry O'Beirne Dunn's comment, May 10, 2013 12:00 AM
That is a great use of interactive media based on the consumers location. Certain companies have interactive billboards that require smartphones or tablets to enable the interactive content and this shows that it is possible to integrate most media channels with interactive media and direct marketing.
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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | IMC Report 2013 |
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...
Gerry O'Beirne Dunn's insight:

Before a company sets their plans or objectives they must first make sure they're SMART. Simple objectives should be specific about one goal, rather than trying to achieve to many things at once under one objective. Measureable objectives are important as this will be how your company decides how efficient or effective their efforts were. These objectives must be achievable and realistic in order to be worth considering. Lastly, determining what period of time will these goals be accomplished is also key so you have a deadline to meet. When SMART plans or objectives are set, companies put themselves in the best possible position to succeed.

Albert McVities's comment, April 9, 2013 4:29 AM
a good review on Kate Lecture, marketing is all about setting up goals and future plan for succeed. SMART goal is very much efficient and effective for marketers to set out marketing objectives and strategy.
Flying_Ray's comment, April 9, 2013 4:56 AM
Stephen King, the prominent advertising planning theorist, made the statement that we must recognise the "essential nature of the planning process as one of learning and improvement". In order to learn from our past plans, this means we must have specific, well defined objectives that we can measurably judge the achievement of. The nature of a set deadline is also important as the dynamically complex nature of some areas of business can mean that we will not see results for some time or where we expected. If this is the case, can we judge the campaign as effective? I say not really, the communicaion plan must meet the objectives our business needs to be achieved. This means our objectives must be SMART.
Gerry O'Beirne Dunn's comment, April 9, 2013 5:01 AM
I believe it's easy to see how some companies would manage to miss some of these key factors, but it's also very easy to determine whether a particular business has achieved SMART objectives. I think these companies have a greater image and appear to have a clear direction in business, which is how companies like Apple, Coke, McDonalds etc. have managed to get such a worldwide following.
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21 Social Media Marketing Tips (Infographic) | Business 2 Community

21 Social Media Marketing Tips (Infographic) | Business 2 Community | IMC Report 2013 |
Today, businesses define social media marketing in many different ways. Some businesses see it as an extension of offline and online advertising. Others use
Gerry O'Beirne Dunn's insight:

In todays social networking world, it is important to use social media effectively as it can be the difference between your message being heard or ignored. Sending the right amount of messages is also crucial as you dont want to overexpose the consumer to your ideas as this will lead to consumers disregarding them. These 21 "rules" for social media use are a good starting point for businesses if they wish to engage in effective social media campaigns. 

Flying_Ray's comment, April 9, 2013 2:43 AM
I also like the point they raise about the objective of a social media campaign being enrichment and not just engagement. To really leverage these interactions, a brand must be enriching their customer's lives and not just bombarding them with information.
Gerry O'Beirne Dunn's comment, April 9, 2013 5:04 AM
Enriching consumers lives comes down to the experience the consumer gains, and how they believe a particular company will benefit them. Social media used for events is a good way to gain engagement and enrichment with consumers as it gets them actively involved with the brand.
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The New Rules of Customer Engagement

The New Rules of Customer Engagement | IMC Report 2013 |
Goodbye, customer touch-points. Hello, ongoing, meaningful contact that actually drives revenue. Here's what you need to know to be more engaging right now.
Gerry O'Beirne Dunn's insight:

As technology changes, the methods which are used to interact or engage with consumers also changes, and this has an effect on IMC. With the rise of social media businesses are able to engage their customers more effectively leading to increased sales and greater customer loyalty. This is particularly important to take into account when using multiple forms of media, as social media is an effective way to tie it all together.

Albert McVities's comment, March 20, 2013 7:23 PM
customer engagement should be an on-going process in order to gain loyalty from consumers. it is considered to be an mutual beneficial to both parties.
Flying_Ray's comment, March 21, 2013 4:06 AM
This article raises some really valid points on how growing social and mobile media usage is creating a greater demand from companies in regard to their customer service and engagement strategies and while this article focuses on US statistics, this is true all over the world. With nearly half of all Kiwi’s owning a smart phone and 21% owning a tablet device (Source: Calmur Brunton’s Market Mood Monitor), more New Zealand businesses will need to start implementing these kinds of strategies to build customer loyalty.
Gerry O'Beirne Dunn's comment, March 21, 2013 5:26 PM
This is very true as more and more companies are integrating interactive facilities to their websites in order to improve their customer engagement. With the accessibility of these mediums for consumers, those businesses that strive to be at the forefront of social media and interactive media will benefit from increased recognition, recall and loyalty.