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Make Room for Big Data - Convenience Store Decisions

Make Room for Big Data - Convenience Store Decisions | My IMC - 3 |
Convenience Store Decisions Make Room for Big Data Convenience Store Decisions About 36% of retailers admit that they have customer data, but don't know what to do with it, according to a report from Columbia University Business School's Center on...
Richard Ott's comment, May 6, 2013 8:01 PM
As part of my Marketing Strategy paper i have just done a presentation on 'the mismanagement of customer loyalty' (Reinartz & Kumar, 2002). I find it relevant to link this article not only as i am studying loyalty in another paper but also the importance of loyalty within IMC. This article looks at retail stores and the importance of gathering acurate and relevant data on consumer buying behaviours and patterns...but what are retail shops able to do with the data. In todays world we have so much data capabilities. According to this article 90% of the data availible has been gathered over just the last two years! and is growing annually at 59% per year. This is phenominal! Using this data allows retail to segment their stores by the particular customers they serve. Retail use to be all about location, but with the impact of social media retailers can now use twitter and facebook to bring customers to them! Most data however is kept by seperate systems and this is where IMC becomes vital. Sales data is kept on one system while social media and loyalty programmes are kept elsewhere. IMC strategies can help bring this data together and allow stores to gain a more full picture of customers and improve the overall user experience allowing to better target and segment offerings! This article therefore fits in with the IMC course outline looking at Direct marketing (week 8) and Social, interactive web based technologies (week 9) and challenges for retail (week 10)
Ciaran Lowney's comment, May 6, 2013 10:00 PM
Business needs to be mindful that not everyone will like to have data kept about them. Personally I love the fact that the specials in get sent to me in the supermarket emailers are items that I have bought in the past. Rather than going through the 20+ countdown printed mailer, I get a tailored made special list emailed to me every week. This is IMC is targeted and measurable!
Reuben Bisley's comment, May 9, 2013 8:35 PM
Good example of how in store analytics can help in shaping the direct marketing effort. Ideally they would want to market appropriately to their true firends and stare clear of the strangers. although with the openness of twitter and other such outlets it may become problematic sorting which data is coming from a true customer and which is coming from strangers.
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Online consumers: how we're buying now

Kiwis are increasingly becoming 'convenient consumers' as they choose to shop and watch TV when it suits them.
Richard Ott's comment, May 6, 2013 8:26 PM
NZ is changing old habits of how we shop. The article suggests more and more people are becoming convienience when it suits them! A third of all New Zealanders now shop online and spend 81 minutes watching TV per week (according to AC Neilsen). Corporates are now relying more on reputation and brand equity to differentiate from competitors. Wit the introduction of technology such as My Sky or TV on demand, the power has shifted heavily to consumers who can now choose when they view programmes rather than it being dictated by the networks. This has really impacted on advertising and agencies will have to get alot smartrer and in a digital age it is imperative to understand target markets better to effectively communicate with the target audience.
Ciaran Lowney's comment, May 6, 2013 9:50 PM
One way businesses can know what the consumer wants is the term re-marketing. This is where a website can tell you visited their website and offer up their products as banner ads on other websites. An example could be if I went on to a fishing supply store's website and then onto a webpage for weather forecasts. As there is a connection to weather forecasts and fishing, the captive audience can be captured.
M Donald's comment, May 7, 2013 4:47 AM
A very very interesting article here – I really enjoyed reading this.
This article opens eyes as in my opinion it makes me realise how things have changed over time.
The way of purchasing things has changed and the way things are advertised. Consumers are being informed of new products, new substitutions new prices all by media. Companies should also be aware of how things are changing- they need to be efficient and adapt fast to change.
Marketing businesses must know their audience so that they can communicate with them- it won’t be beneficial to either party if businesses don’t market correctly.
Technology today is very advanced and makes it easier for consumers- an example if customers can shop as well as watch t.v when it suits them this means it is vital for businesses to keep up with new integrated marketing communications.
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Direct Mail Marketing Tips

Direct Mail Marketing Tips | My IMC - 3 |
The 3 Important Components of your Direct Mail Marketing: Direct Marketing Tips - How to improve your direct mail campaigns, test your performance and continuosly measure and improve your direct mail marketing...
M Donald's comment, May 7, 2013 5:28 AM
I personally love direct mail marketing it saves me from doing all the research ! When companies use direct mail marketing it allows them to communicate directly with the consumer. Such forms of this can be done via text messages (not often but not rarely) through emails , through websites or online ads for example.
For companies the three important tips to help improve business is
1. Trust; make sure there is some trust involved especially if no business has been done beforehand.
2. Clear communication ; make sure the message the consumer is receiving is clear. This can be done through headlines for example.
3. Easy to respond- a lot of consumers usually don’t have time to respond at the moment they reach the ad. An example is “Grab One” – customers are attracted perhaps they may be on their work break and unable to purchase the special deal. Luckily with Grab One theyre able to purchase the special deal within three days time.

I think these three points are good for intergrated marketing communications.
Reuben Bisley's comment, May 9, 2013 8:41 PM
Clear and aptly put article. A direct communication would not be received well if it were not trusted could be understood were it not clear, it also would lead to no action being taken if there is no easy way to respond.
James Copson's comment, May 9, 2013 10:12 PM
I agree that the direct communication needs to be clear. Strong information in relation to the coupons,
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Coffee | Marketing magazine

Coffee | Marketing magazine | My IMC - 3 |
Marketing news, blogs, case studies, podcasts, forums and marketing careers and jobs, with our dedicated team of marketing experts and the resources of Marketing magazine, the leading Australian marketing publication.
Richard Ott's comment, May 6, 2013 8:34 PM
This is a really cool marketing page looking at the coffee industry. It starts by discussing an ad campaign and covers the Background, Objectives, Strategy, Excecution and results. As you scroll down it shows other ad ideas with emotive images and goes on to look at the success of building the Nespresso Brand and how Moccona uses emotional strategy. I thing this is a great connection with what we have looked at in IMC lectures over the last few weeks.
M Donald's comment, May 7, 2013 4:07 AM
There are many interesting blogs on this page regarding the coffee industry.
I think it’s quite cool how each different company have very different marketing strategies.
• For example the first article of the New- 7-Eleven campaign is coming from a different approach. This company is differentiating itself by straying away from the usual price expected for coffee and pushing for $1 coffees.

• The second example is the Muzz Buzz is an Australian owned and operated drive-through coffee franchise chain. The company wanted to get the Muzz Buzz brand into the family home. The way this was eventually done was by seeking out a new opportunity for the Muzz mascot. Working alongside an ad agency it was important that both needs were meet for the Muzz Buzz brand. The goals that had to be achieved were to sell the brand philosophy “selling an experience” as well as delivering an appeal to the target markets such as parents and the young ones. A large variety of emotive images were used in this integrated marketing campaign.

• The third example I adore is with the brand Nespresso. By using a well-recognised celebrity not only does that gain customers attention but also influences customers. Especially if the customers are fans of George Clooney for example.
Reuben Bisley's comment, May 9, 2013 8:45 PM
Very interesting, worth while to keep an eye on for future campaigns. Get a feel for other already operating direct marketing firms to see how they do it.