Qasim Raza

How communication and marketing roles must change Social media and economic pressures mean PROs and marketing teams cannot continue working in traditional ways. A recent white paper by research firm Kantar suggests that to meet today’s challenges, PR and marketing industries need to introduce new roles, and better ways of measuring effectiveness: The new director of communications and content must understand both traditional public relations and online and social media – and how to connect the two. The new director of marketing and sales will shift away from engaging consumers with content, towards converting them into sales. The new directors must work together to measure the cumulative impact of their collective activities, from end to end. This will drive media monitors to develop new ways to address the evolving data needs. It wasn’t that long ago that the main role of public relations was simply to create awareness among consumers and encourage them to seek...

Content Marketing vs Public Relations (Infographic) Effective communication with customers and audience is a crucial element in order to attract and retain their attention towards your brand at the right time. Since the early days of marketing, one of the primary focus of the business arena is to discover new medium in order to send their message across their wide pool of audience. And as such, T.V, radio and print ads have thrived, and a decade before the turn of the century, dot-coms have also flourished. n terms of usage, content marketing is put to use on  regular basis ; PR often takes place d uring a special event  which can be initiated by the company itself or other parties as well, such as national conventions, fair, etc. In terms of focus, content marketing focuses on creating interesting, entertaining and useful  content that will help its target market  to create a more sound purchase decision. PR on the other h...

The Path to Content Marketing

Integrated Marketing Communication Imagine attending a recital of an orchestra. The melodious symphony comes from the collective resonance of all the instruments. Every instrument has a specific task; the goal is to have them come together in a way that produces beautiful music. Integrated marketing communication is similar, here advertising might be your violin, social media your piano, public relations your trumpet and so on. Integrated marketing communications (IMC) is defined as the process of organization, planning, and monitoring of marketing components and data to control and influence brand information, associations, and experience. It involves the coordination and integration of all the marketing tools into a single program which leverages the effect on end users and customers at the minimal cost. The benefits of IMC IMC is indispensable to both B2C and B2B companies. Integrated communication aims to develop and maintain a healthy mutual relatio...

Integrated Marketing Communication Plan Integrated Marketing Communication Plan SECTION 4 INTEGRATED MARKETING COMMUNICATION PLAN SECTION 4: Integrated Marketing Communication Plan: Integrated marketing communication is a simple concept which ensures that all forms of messages and communications are linked together and message is conveyed to the target market. Its main purpose is not only to promote its brand but also to survive in the market for long run. Integrated Marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across ...