IMC Weeks 6,7 and 8
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IMC Weeks 6,7 and 8
Topics Week 6,7, & 8. -The Power of Ideas: Integration across media -Direct Marketing: The ultimate in consumer engagement? -Creating an Effective Communication Mix: Measuring results against objectives.
Curated by Kate McKenna
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The Role of Direct Mail in the Modern Marketing Mix

The Role of Direct Mail in the Modern Marketing Mix | IMC Weeks 6,7 and 8 |
Kate McKenna's insight:

Interesting article! Marketing through Direct Mail has somewhat become overshadowed by the technological age, it is more convenient and economical for all parties to advertise through online, tv, and other media marketing. However, One of the reasons direct mail is still considered relevant is because it creates greater emotional resonance than other channels. Because it has become less popular, I can see that receiving mail for some people may have become a novelty. (assuming that the mail is relevant to the receiver in terms of content, demographics, age, interests etc.) Although there are many new ways to advertise these days, there is still no other form of marketing that places the content directly in the hands of the target consumer as direct mail does. 

Emily Gavigan's comment, September 26, 2013 11:09 PM
Great article Danielle, like you say bombarding people with flyers in their letter boxes won't create a response from consumers but setting in place a strategic marketing strategy to work out how they can effectively target their customers, will have much more of a positive response. A marketing strategy is essential in using direct marketing as a communication tool because without it the effectiveness of the campaign is lost.
Maggie Zhang's curator insight, September 27, 2013 12:08 AM

As today, more and more companies start to realize the importance of the direct marketing. Direct mail, as one of the most important tools for direct marketing, still plays a big role communicating with the customers. The research showed that 83 percent of direct mail is opened in comparison to average email open rates of 11 percent in UK and 44 percent of consumers have visited store, purchased or enquired the product after received the direct mails from the company. The research tells us even nowadays more and more companies chose using direct email instead of direct mail, sending mail is still an important tool to reach certain consumers. 

Rachel Chen's curator insight, October 3, 2014 12:00 AM

Direct mail marketing is seen as a dieing source. Within todays modern technological society, social media, email, internet etc. is seen to be such a better and more advance way to market a company or product that it has left many wondering if there is a future for mail marketing. Response is carefully measured in an attempt to take the waste out of marketing and should be part of your long-term strategy. Activity through virtually any media can be classed as direct marketing.

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Real Brands Need Real-Time Leaders - The Importance of Embracing Social Media in the C-Suite

Real Brands Need Real-Time Leaders - The Importance of Embracing Social Media in the C-Suite | IMC Weeks 6,7 and 8 |

The impact of social media in the digital bazaar is undeniable. Consumers now demand more transparency, authenticity and engagement from their brands, and the businesses smart enough to pay attention are happy to oblige. But, for many businesses both large and small, a communication disconnect exists between executive leadership in the C-Suite and their customers. Many companies typically turn to focus groups, surveys, and customer satisfaction analyses to understand their audience, but stop there. While all of these techniques remain part of the marketing mix, the communication gap remains.


In today’s social world, CEOs, CMOs, CIOs and senior management must become aware of the many reasons for joining social networks. According to a study by Brandfog, consumers and employees hold company leaders who engage through social media in high regard.


The survey found that executives who engage their customers through social media can increase the company’s brand profile, instill confidence in their leadership team and build greater trust, loyalty, and purchase intent for customers. In fact, 82 percent of survey respondents stated that they were more likely to trust a company whose CEO and leadership team engaged on social media.


Continue Reading... 

Kate McKenna's insight:

Good insight into how it is vital that company leaders and executives personally engage in social media as well as the targeted consumers. This makes sense to me- the impact of social media is 'undeniable', therefore it is necessary for all of the parties involved in the marketing communications to be absorbed in social media as part of the marketing mix. It was interesting to learn that 82 percent of survey respondents stated that they were more likely to trust a company whose CEO and leadership team engaged on social media. Consumers will then build trust and relationships directly with the company/brand, key in creating an effective marketing mx. 

Matthew Randrup's comment, September 26, 2013 6:46 PM
Terry , i liked your article social media engagement is important in todays marketing. Its all about making the consumer feel like they mean something to the company and i feel that this article explained this well.
Ahmed Salman's comment, September 26, 2013 9:30 PM
I agree with your insight terry. i really enjoyed this article. i like how you embrace social media and how it engages consumers.
Jarrod Gardiner's curator insight, September 26, 2013 10:25 PM

This aticle looks at why senior management should embrace social media. This is due to the fact that social media provides many ways for a brand to communicate to the consumer. It is important to engage senior mangaement as a lot of business find they have a gap between the conusmer and management which needs to be fulled. 

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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 and 8 |
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

Via kevin bang
Kate McKenna's insight:

One of the only articles I could find that has content relating to a range of media channels- not just marketing through digital/social media! This article begins with how it is a challenge to get the marketing synergy right through the media whether it be TV advertising, print or online. In order to market a brand through different media, it is not effective to simply repeat the exact same same images- this will result in the consumers becoming bored. It is key to generate one main message, and follow this idea through in order to integrate all media instead of merely repeating the same advertisements. The article uses the latest Snickers campaign as an example. 'Your not you when you're hungry' is the main theme and slogan. The advertisements also feature a range of different celebrities to endorse the product by featuring in the ad's. This targets consumers emotion and the campaigns are also humorous. By changing the advertisements to suit the different media channels, but keeping the main message of the advertisement, successful integration of all media was achieved to portray one idea.

Dallan Milich's curator insight, October 1, 2013 10:24 PM

This article has thrown me off what I thought marketing integration is. I thought that the same message was going to be portrayed across very channel. This article suggests that, that would become boring to consumers. You still communicate the basic idea but in different ways to keep the consumer linking the ad to the basics of your brand. “It’s about connecting the brand with human emotion”. Human emotion depends on you liking it or not and why? Creating (or not) a bond that lasts long!

Abbey 's curator insight, March 17, 2014 4:41 PM

I find this article really interesting, It highlighted to me the importance of having a deeper connection with consumers when marketing your brand or product. Something I picked up on both the Snickers and Nike campaigns is that the use the word "you"...


Nikes "Find your greatness" and snickers "Your not you when your hungry". The use of "you" is more likely to make consumers feel targeted and included by the advertisement and as though it was directed at them. 

Stacey Pretorius's curator insight, May 6, 2014 2:29 AM

This article contains valuable information on key aspects of integration for businesses looking to run IMC campaigns. Integration is using a unique concept from the brand, and by incorporating consumer insights develops the campaign across different communication disciplines in creative and different messages

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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | IMC Weeks 6,7 and 8 |
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.

Via Paras Chadha
Kate McKenna's insight:

This article has a breakdown of 5 steps recommended in order to create an effective marketing communications mix. The article shows that it really is a simple matter of getting the basics right- determining the message, demographics, target audience, opportunities, plan, and tactics. This process is obviously the key beginning of effectively communicating through marketing, but does not discuss how to actually come up with an effective marketing mix. Just the basics!

Keane Orchard's comment, May 9, 2013 6:43 PM
Good beginner's article surrounding the subject of the marketing communications mix. Gives 5 key steps, vital to creating a strong strategy; however it could go more in depth and discuss the tools available.
Reuben Bisley's comment, May 9, 2013 9:14 PM
I would have to agree with Keane, it is a good first step but lacks any real depth. Not to suggest that it isn't important to be able to work with and efficiently implement these steps in a marketing environment.
Ali White's comment, May 10, 2013 1:14 AM
I did the same article! I agree the 5 steps are easy to digest and understand, although basic they do provide a good base to build upon.