An Integrated Marketing Campaign (IMC) is implemented ‘to help understand the wide range of elements that form the communications mix, and why it is important to consider them as integrated, overlapping activities’ (Pickton & Broderick, 2005). The 7 steps needed to create an successful IMC plan include: Step 1: Having a clear understanding of your …
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How can businesses create successful mobile apps?
Mobile marketing has become increasingly more prevalent in today’s world. The Yellow Social Media Report (2018) highlights that 87% of Australians own a smartphone. Mobile marketing as defined by Kaplan is ‘any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device’ (Kaplan 2012). In order for businesses …
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Why did the Payless campaign go viral?
Viral, as defined by the Cambridge Dictionary, is “used to describe something that quickly becomes very popular or well known by being published on the internet or sent from person to person by email or phone.” The Payless campaign that went viral involves Payless, the international discount shoe store, opening a fake luxury store named Palessi and …
How can businesses create value for their customers?
Customer value refers to ‘the difference between the benefits the customer gains from owning and using a product and the costs of obtaining the product’ (Kotler, Brown, Adam, Burton & Armstrong 2007). Smith and Colgate’s Customer Value Creation framework identifies four main types of value that businesses can create for their customers. These four values …
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Social Media: Is it effective for businesses to use?
Businesses nowadays are looking for ways to implement and use the concept of social media. Businesses look for ways in which they can use platforms such as Facebook, Instagram and LinkedIn to make profitable returns and increase exposure. However, is it effective for businesses to delve into the world of social media? Firstly, there are many benefits associated …
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