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Rescooped by Crystal Harvey from Milestone 2!

Creating an effective communication mix. Measuring results against objectives

Creating an effective communication mix. Measuring results against objectives | Milestone 2 |
Creating an effective communication mix. Measuring results against objectives

Via Fifita Tui
Crystal Harvey's insight:

I enjoyed how this article splits the 'advice' on how to create an effective communication mix into five simple detailed steps. Breaking the advice into steps allows the reader to follow and achieve what is being said. a very informative helpful read. 

Melika Trott's curator insight, September 27, 2013 3:10 AM

This article has some very good tips on effective marketing. Getting the right message across to the right people is the most important thing in marketing, and if it is not done correctly you run the risk of failing in todays competative world. You must identify the target audience, if you dont know who they are how can you possibly hope to attract them? Clearly identify them clearly and really do the research into what they need, want and the sources they trust. If for example your product is emergency health alarm braclets for old people/retirees, then there is no point having a facebook page, most of the older generation dont even own computers let alone have a facebook page. You must instad find a way to communtcate with that audience effictively and really show then exactly how your peoduct will benefit them. This can be diffcult to achieve sometimes, but with the proper research and the correct stratigies in place, a very sucessful business can be achived.

German Grebenyuk's comment, September 27, 2013 3:48 AM
@Melika It's definitely true that there there must be consistency in marketing mix, also when it comes to comes to communicating with audience. Not knowing who your target market is bad enough in many way - in the context of marketing communication that means that you will not use appropriate channels. As a result, you both fail to deliver your message and end up wasting money on ineffective communication.
Leish Snell's comment, September 27, 2013 3:50 AM
This article is a very insight article for businesses who want to improve their marketing and communication skills. Businesses need to be strategic when marketing their products, they need to almost be and know their target market. Once that is established, I agree with Melika, you can then promote the product to suit their needs. There is always mistakes made by businesses that don't market their product effectively and therefore are faced with issues that they have to find a solution to solve, as well as trying to maintain and not loose their current customer base. This article Is helpful as a guide but businesses would need to do further research in order to be at their best.
Rescooped by Crystal Harvey from Creating an effective communication mix. Measuring results against objectives!

The importance of communications in large-scale projects ...

The importance of communications in large-scale projects ... | Milestone 2 |
With huge amounts of investment, coupled with acute targets, creating a potent mix of risk factors, effective communication is vital to success. “Across Heathrow we spend between £100m and £120m on our passengers every ...

Via Ashleigh Brockett
Crystal Harvey's insight:

I enjoyed the use of the case study in this article. Thi article discusses the importance of communication and what could go wrong. Giving examples allows the reader to understand why having an effective communication strategy is very important, so objectives can be met allowing people to act with the right information to hand. 

Lucy Lim's curator insight, September 26, 2013 1:21 PM

Communication must circulate through the project management team and external stakeholders to maintain the health and the viability of the project. The existence of a documented communication plan does not by itself guarantee good communication during the project planning stage. Attention must be given to the type of information that is required at each level of the project and take steps to make sure that information is freely transmitted. As insufficient information can lead to faulty assumptions, too much information (or irrelevant information) can easily overload stakeholders, eventually causing them to "tune out" further communication attempts. Depending on the scale of the project, the project manager may need to spend some time laying the ground rules for meetings and other communications and could possibly arrange for some communication skills training. Even when time seems limited, managers should consider the time spent on establishing good communication within the team as an investment in its success.

Ahmed Salman's curator insight, September 26, 2013 11:48 PM

This article discusses the importance of communications in large scale projects and infrastructure. It states that failure to communicate with employees, contractors, suppliers, customers and the public can quickly result in a loss of direction, bringing projects Jeopardy, risking project success rates and therefore, causes a huge financial loss. I really enjoyed this article because it talks about the risks involved with the lack of communications in large scale projects and explains why having an effective communication strategy is very important.

Shay Narsey's comment, September 27, 2013 2:51 AM
ahmed good article. i liked the mention of bad communications can risk a entire business if each other are not talking which can be vital for the longevity of a business
Rescooped by Crystal Harvey from The power of ideas; integration across all media!

New Media Knowledge - The power of integration

New Media Knowledge - The power of integration | Milestone 2 |
'We developed a great concept for TV which has to work across all media channels' would be the brand manager's cry. In theory, this sounds like a great idea. In practice, however, many studies have shown that new creative ...

Via Sam Shen
Crystal Harvey's insight:

I really enjoyed reading this article, it really explained the importance integration has to business communication. I understand that marketing is no longer what it use to be and is becoming more complicated with media being involved. 

Customers are becoming more aware and not trusting advertisements soley as they are beginning to research products on the internet.  Marketing integration is essentially creating core creative ideas that can be adapted across every area. Overall a very informative read on the power of integration. 



Hendy Han's comment, September 27, 2013 12:13 AM
Another great find Levi. It give me a much clearer idea how integration could give a significant effect on brand value. It give me a better understanding, that integration is a critical point to create a better marketing program. Putting an non-integrated and stand alone marketing program will create a less focused IMC of the brand.
Enele Westerlund's comment, September 27, 2013 12:30 AM
Blake, very true that consumers have the power to find out about any product they require. Creating a planned and consistent integration definitely allows for brand loyalty to grow. The article is definitely a detailed one. With It would be very easy for a consumer to shift in brand loyalty if they do not have a resounding reason to be loyal to the brand. Integration here really does build up from the core and allows consumers to engage across multiple platforms.
Calvin Henton's comment, September 27, 2013 2:11 AM
Interesting article as it gives an understanding of how integration is important to connect with all media channels and obtain an effective brand value to increase retention and consumer loyalty.
Rescooped by Crystal Harvey from Wk7- The power of ideas; integration across all media.!

Integrating Social Media with other Media is the Key! | Marketing Director Blog

Integrating Social Media with other Media is the Key! | Marketing Director Blog | Milestone 2 |

How are you integrating social media at your workplace? If you are not spending time integrating, you may be headed in the wrong direction....After working with social media platforms, I have really found the key to success is “Integration”.


Integration of social media into other forms of marketing media and business processes is the key to success. At some point, I think the term social media will go away and people will once again refer more to the internet as a whole rather than social media.Here are some great ways to integrate social media into your current marketing media and your business processes...

Via Jeff Domansky, Lily Tran, Jae Woo Park
Crystal Harvey's insight:

This was a great read, I felt that this article discussed key points. It mentions the fact that people involved with social media are constantly feeling the need to gain more followers and likes in order to feel successful. It also discusses how to integrate these social medias for a businesses benefit. I agree with all points the author discussed and have not thought about the power social media actually has, on everyone. Very good, eye opening and useful article. 

Danielle Petersen's comment, September 26, 2013 12:48 PM
@Lily Tran I agree with Lily. The points in the article were to the point and explained in detail so that you got a full understanding of what it was they were discussing. I totally agree with the statement “Social Media isn’t the answer, it’s part of the system” While yes, Social media is now a massive part of everyday life, it is not going to be right for every business or every customer, for this, it is good to make sure you have ways you are contactable through social media (i.e facebook twitter and the like) but ensure you have other ways to be contacted and other platforms you advertise on.
DavidShin's comment, September 26, 2013 2:26 PM
@lily Tran, I agree with your comment that Social Media is almost the Key marketing method these days.. especially for most small businesses! as it attracts their target market and the usage of social media apps,websites,mobiles etc are constantly increasing and the gap between mobile users and non mobile users are shrinking by the second.
Brochures are very good, I personally think that the motivation level must be quite high to read a brochure and then go on to potentially seeking for more information through social media pages because people will not risk to waste time to show interest on brochures that are irrelevant to them... especially with current times where people are living faster than ever.
Jooyoung Kim's curator insight, May 12, 2014 2:45 PM

According to this article, the key to successful business is integrating social media with other media. The secret to successful "Integration" is the transformation of social media into marketing media and business processes. Some ways of integrating social media into current marketing includes the use of brochures, content marketing, tradeshow marketing, client services, invitations, job recruiting, developing new leads, and keeping in contact with current clients. These help to ensure effective promotion and exposure of businesses in the market. However the article did emphasise the fact that social media is not always successful. That being so, it is important to  continue to focus on sales, creating new accounts and retaining current accounts. 

Rescooped by Crystal Harvey from IMC - Milestone 2 & Consumer Engagement!

Advantages and Disadvantages of Direct Marketing

Advantages and Disadvantages of Direct Marketing | Milestone 2 |
The term marketing implies the single goal of profit. It is categorized into two, direct marketing and indirect marketing and there is a significant line of difference between the two.

Via Julie Tarm
Crystal Harvey's insight:

This article discusses the advantages and disadvantages of Direct marketing.

I now understand that direct marketing involves more than just mail-order catalogs, things like; telemarketing, internet, database management and print media. I enjoy reading articles that discuss both advantages and disadvantages of the selected topic as it allows readers to decide theirselves whether direct marketing is useful or not. 


Jayde 's comment, September 25, 2013 1:30 PM
As you stated, this article discusses both the advantages and disadvantages of direct marketing. The article doesn’t seem to take a side on whether or not direct marketing is useful, but allows the reader to further their knowledge and come up with their own examined opinion. I’m properly not alone in saying that that isn’t generally the norm.
Bridget Cashmore's comment, September 26, 2013 2:29 AM
A very informative article, which highlights the advantages and disadvantages of using direct marketing, compared to indirect marketing. It states that the major disadvantage of direct marketing is a negative reaction from consumers, resulting in irritation and inconvenience. I feel this is very true, and only true loyal consumers will read and respond positively to this approach of marketing. If the consumer does not purchase often from the brand, then it is more likely to ignore any marketing materials i.e. emails, flyers, phone calls etc.
Charné Olivier's comment, September 26, 2013 4:25 AM
I liked how this article provided a list of the advantages and disadvantages of direct marketing. I was surprised to learn that there was so many disadvantages of direct marketing than there was to advantages. I liked how a description was made for each direct marketing channel and then sad what each channels disadvantage was. Overall, this was an interesting read how ever i felt more could have been said to close the article with, just to sum it all up.