Intergration: Power ideas
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Rescooped by Zachary Woods from IMC: The power of ideas : integration across all media. Direct marketing : the ultimate in consumer engagement?
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Intergration: Power ideas | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via PHAM THU NGA
Zachary Woods's insight:

This article shows a how the integration of direct marketing tools and social media platforms can make a marketing campaign successful. This integration gives the marketer the ability to reach consumers on a more personal level, through the medium of social networks and smartphones. This can “enhance emotional bonds with individual customers”, giving marketers an understanding of what consumers want from these tools. These tools would be very useful for targeting messages for an integrated marketing communication campaign; as long as the core idea behind the messages remained the same.  

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Norman Vaz's curator insight, September 26, 2013 7:49 PM

This article was very interesting as it talked about the increased importance of direct marketing and how it engages the consumer.The article states 'direct marketing tools can enable marketers to develope and ehance emotional bonds with individual consumers, and customer groups to grow the value of their customer base in real time'. In my opinion this statement could not be further from the truth as building a relationship with a brand and its consumer is key to growing their custpmer base and with that would come increased coustomer loyalty and soo forth.

Anna Kong's comment, September 26, 2013 9:33 PM
goood article jianwang
Ahmed Salman's comment, September 26, 2013 9:39 PM
I agree with your insight shay. i like how this article is relevent to imc concepts
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New Media Knowledge - The power of integration

New Media Knowledge - The power of integration | Intergration: Power ideas | Scoop.it
New Media Knowledge (NMK) is a learning and business information resource for digital interactive media in the UK
Zachary Woods's insight:

This article talks about how the fragmented media environment, along with the rise in the availability of information to consumers, makes today’s consumers harder to reach with just traditional marketing techniques." To ensure that the same message is communicated across multiple channels – integration is essential." This article also talks about how it’s not enough just to have messages across all media; the messages have to be tailored to the target audiences, while at the same time keeping the essence of the core message. This shows use the importance of a strong power idea for an IMC campaign. In order for a campaign to be successful it needs a strong and integrated core message. 

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Michael's comment, September 26, 2013 3:09 AM
I like your insight into this article. You made some great points about how consumers are flooded with information and it just makes them harder to reach with traditional methods. I think its also important that the different forms of reaching consumers work together in synergy, rather than sending consumers conflicting messages all the time.
Sam Wilkinson's comment, September 26, 2013 4:09 AM
Really nice article Zach. This kind of gets into the nitty gritty of integrated marketing talking about tailoring the message to an audience and media form. However, something that must be reinforced is that, although a message is tailored to an audience must remain the same across media channels.
Blake Holmes's comment, September 26, 2013 6:17 AM
Hey, great article. The ideas discussed are really important to understanding integration and your insight again was concise and covered all of the key points of the article. Your point about the strong and integrated core message i feel is of utmos importance when it comes to understanding the idea of marketing intergration. Thanks