IMC Weeks 6, 7 & 8: Milestone 2
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IMC Weeks 6, 7 & 8: Milestone 2
Topics cover weeks 6-8: Creating an effective communication mix - measuring results against objectives; The power of ideas - Integration across all media; Direct Marketing and Consumer Engagement
Curated by Emily Gavigan
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Ask the Experts: How Would You Redefine Direct Marketing for the Digital Age? | Direct Marketing | Neolane

Ask the Experts: How Would You Redefine Direct Marketing for the Digital Age? | Direct Marketing | Neolane | IMC Weeks 6, 7 & 8: Milestone 2 |
Hear from various industry experts on how direct marketing tactics and strategies have changed as the digital age has emerged.
Emily Gavigan's insight:

In relation to the first two responses of ‘redefining direct marketing for the digital age’ experts look at the impact digitization has had on direct marketing.


It is said that for direct marketers, relationships have and always will be the core to a business strategy and that today’s technological advancements in every sense has seen an increase in demand from consumers for further engagement.


Direct marketing is described as an essential element to a businesses integration communications program. The only development necessary within this digital era is for direct marketing to evolve just as the various interaction channels and customer’s expectations do. Merging the various digital channels into the direct marketing mix in order to further interact with consumers will accomplish this.


Direct marketing allows businesses to have direct communication with consumers, taking full advantage of this valuable tool as a highly effective way to generate a response from consumers. 

Rebecca Taylor's comment, September 25, 2013 11:46 PM
I think this article is interesting because it acknowledges the fact that digital marketing may appear so easy because 'everyone' is online, this is not the case. It is just as difficult to engage and start the conversation with someone, especially since avenues like Facebook is already crowded with sponsorship and advertising. It doesn't matter if you are using digital marketing, it only matters if you are using it right by your business and you brand.
Farah Ahmad's comment, September 26, 2013 1:33 AM
Technology is always improving and changing and because of this its crucial for companies using these direct marketing strategies to have a good understanding of their target market. It is important they understand what methods are most effective in terms of reaching their audience in this 'digital age.'
Yunqi Zeng's comment, September 26, 2013 11:34 PM
I agree with Lucy. The direct marketing is useful in now days.
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Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret?

Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret? | IMC Weeks 6, 7 & 8: Milestone 2 |
For an increasing number of campaigns, integration across a large number of media is essential. Tim Bourne, chief executive of Exposure, explains how it should be done
Emily Gavigan's insight:

When developing an integrated marketing communications strategy a company must determine what appropriate marketing channels will work to integrate into their strategy. This article looks at reasons in to why well known brands have created such powerful integrated campaigns. The crucial component is outlined as having a strong insight with ‘a meaningful big idea’ and this can be communicated in multiple ways across media channels. The article states, “It is about connecting a brand truth with a real human truth”.


These powerful campaigns of Nike and Snickers have both incorporated this factor of consumer emotion and created something we can relate to. From here, they have taken their campaign and used either celebrity endorsements – Snickers using Katie Price and Rio Ferdinane in the “you are not you when you are hungry” campaign to tweet messages out of character, as well as using topical subjects with Nike in the ‘Find Your Greatness’ campaign launched around the time of the Olympics, demonstrating just how diverse these campaigns have been across various media platforms.


The article notes it is important that when it comes to creating a marketing strategy you can’t just envisage that having the same look and feel across different media channels will give you a successful integrated strategy. But rather, finding that unique aspect of a brand and locating that key insight that can then be transformed in to a bigger idea that consumers will relate to, will create a campaign that is both powerful and engaging, and most importantly diverse and easily integrated into multiple media channels.

Rebecca Taylor's comment, September 26, 2013 12:57 AM
These are three very good examples of well integrated campaigns however I feel that there wasn't enough information in this article as to the specific workings of the individual campaigns. I would like to do a bit more research to find out how they were integrated, especially within the digital market. It does show how important it is to have a strong over-arching strategy though, rather than just a beautiful idea for a TVC.
Sheenal Prakash's comment, September 26, 2013 11:14 PM
These brands create an emotional connection with their customers by effectively interacting their marketing communications to represent the target audiences expectations of the different brands as well as what they offer to the customers and to the community.
Sheenal Prakash's comment, September 26, 2013 11:15 PM
they are big brands which have not tried to influence on customer at a time but placed customers in small categories and places more emphasis on which ever marketing communication they felt was best suited for those types of customers
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Sales Orientation: Definition, Examples & Quiz | Education Portal

In this lesson, we will learn how to recognize a sales-oriented marketing strategy. We'll learn what types of goods and services are typically sold...
Emily Gavigan's insight:

When looking to the marketing objectives of a business, a core component of integrated marketing communications is to be consumer-focused however this seems difficult to consider as an element of IMC when a business is solely sales-oriented.


Often businesses take the concept of advertising as a way of selling a product or service and nothing more. Sales can be described as the actual activity of purchasing a product or service as it happens, where as marketing is basically everything else surrounding this moment, everything leading up to purchasing the product as well as the interaction with the customer after purchasing, maintaining loyalty.


There are dangers in companies that embody a sales driven marketing strategy where opportunities are missed in better serving their customer base - as highlighted in the article through Encylopedia Britannica’s marketing strategy. The company was so focused on selling these printed copies that they completely missed the development of new technology of a CD-ROM and this saw their company fall from an extremely profitable one to one that was very much running at a loss.


Although it is important to note that in some instances this sales-oriented marketing strategy can be effective for some companies specifically when selling ‘unsought’ goods, these companies are often so sales driven that they miss the opportunities of meeting their changing consumer needs and lack the ability to recognize communication as a primary role of an IMC strategy. 

Alana Meikle's comment, September 25, 2013 9:54 PM
I agree with Emily's insight, this article focuses on companies that find it difficult to market strategically because they are so focused on their sales and their marketing is sales-oriented. This type of marketing is only effective when used by companies that produce 'unsought' products.
Rebecca Taylor's comment, September 26, 2013 1:04 AM
This is very interesting and also very relevant as AA have just launched their new campaign to promote their life insurance offers. It is a very clever TVC that compares the idea of life insurance to a rock in your show. It is uncomfortable because it is always there and its not going to go away, however it is easy to ignore. This is a well thought out strategy as it plays on how consumers feel about life insurance and I believe will prove to be very effective.
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Marketing objectives - The importance of cause related marketing - Cadbury Schweppes | Cadbury Schweppes case studies and information | The Times 100

Marketing objectives - The importance of cause related marketing - Cadbury Schweppes | Cadbury Schweppes case studies and information | The Times 100 | IMC Weeks 6, 7 & 8: Milestone 2 |
Emily Gavigan's insight:

Companies often fail to recognise the value of setting specific objectives in IMC, therefore this article describes the overall importance and impact these objectives are to the success of a business.

Cadbury Schweppes is used as an example throughout the entirety of the article to determine the objectives the company uses to maintain its position as the ‘representative of leading-edge international business focused on growth markets of Beverages and Confectionary’.

The company describes its success from satisfying the needs of its consumers, which is made possible by continually listening to, and learning from them in order to make appropriate changes to adapt to their desires.

An organisation that is so in touch with the changing business environments and its consumers changing perceptions has meant that innovative products are being created to best satisfy consumers. The development of a very popular product “Cadbury’s Yowie” can put its success down to its marketing objectives of putting in place an innovation process adding more value to a product in a socially desirable way.

Marketing objectives are central to a firm’s success and are the fundamentals to facilitating a well-coordinated marketing plan.

Alana Meikle's comment, September 25, 2013 10:18 PM
This article focuses on Cadbury Schweppes and how their marketing objective is to ensure that they are constantly aware of their consumers needs and wants. By taking this into consideration they launch new products according to this and it is evident that this strategy is successful for their brand.
Rebecca Taylor's comment, September 26, 2013 12:47 AM
I believe the concept of "cause related marketing" is really effective and shows a much more in-depth thought and strategy process than just giving money to charities. This form of marketing can prove very effective and it is a strategy being adopted by a lot of companies, like BNZ that are "closed for good" every month and also ZM that have days they spend doing up a school using lots of sponsors and donations.
Farah Ahmad's comment, September 26, 2013 1:58 AM
This article goes to show that cause related marketing can be highly effective and Cadbury Schweppes is a good example of this. I think emotionally engaging with the consumer is an important aspect because doing so will not only gain the attention of the consumer, but increase their levels of loyalty towards the brand. Another is example is brands such as Air New Zealand and Westpac showing their support towards same-sex marriages.
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How to Develop a Successful Cross-Channel Marketing Strategy

How to Develop a Successful Cross-Channel Marketing Strategy | IMC Weeks 6, 7 & 8: Milestone 2 |
According to a Harvard Business School study, retailers taking advantage of cross-channel marketing were more profitable than those employing only a single channel.
Emily Gavigan's insight:

The article illustrates how companies find themselves asking which of the multiple media channels to choose from would best fit their brand and it is outlined that taking full advantage of all these channels will increase profits and awareness of the brand over those only using one or very few.


However, before promoting each channel, putting in place an overall strategy is fundamental to the brand. The article acknowledges that multi-channel marketing won’t set you aside from the competition but “creating a cohesive strategy that leverages each unique channel to reach the same goal” will.


Consistency is noted as an essential aspect of this strategy and that this repeat exposure across channels will create a stronger consumer connection and engagement with your customers if a consistent message is conveyed.


Incorporating well thought out media channels to leverage a brand is critical to an organization’s success, and using this strategically thought out process to create an effective communication mix is imperative when communicating to consumers.

Alana Meikle's comment, September 25, 2013 10:08 PM
Well said Emily, it shows marketers that it is important to have a strong message and by having a communication mix means that the message can be advertised in many different ways. A company must select which ways would best suit their brand/reach their target markets. It also highlights that it is more effective to have one strong message rather than use multiple messages.
Rebecca Taylor's comment, September 26, 2013 1:00 AM
Very good insight and an interesting article. SEO is clearly so important these days and I find myself very aware now of how I use Google and how I react to adverts on the site also. This is such an effective marketing technique as it specifically targets those searching for their product, but possibly leaning towards (or blatantly searching for) their competitor. For example if someone wants a telephone provider and they search for Telecom, no doubt there will be ads for 2 Degrees and Vodafone ready and waiting to grab the consumer.
Yunqi Zeng's curator insight, September 26, 2013 10:55 PM

This article gives the same idea as we learnt in class that the mareketers need to think about how to communicate with consumers in different media and channels. People might forget what they see or temporarily remember the messages that impressed them, but if we can do cross channel to deliver the useful message to the target consumer groups then they will be understand the brand more comprehensively, and easily to be recognised.