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Powerful yet often overlooked: emotional response

Powerful yet often overlooked: emotional response | Communicating With Consumers | Scoop.it
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou  I’ve discussed that communication is essent...

Via Paras Chadha
Kimberley Rogers's insight:

An interesting point is made in this article; that instead of saying 'what do we want to say?' We should be saying 'what do we want the audience to remember/understand?'. This is a very insightful comment made by the author, as many promotional materials and advertisements are solely trying to convey the message they want to say to consumers. But what is more important is what the consumers remember about what was being said. The article goes on to talk about emotional responses to advertisements and their importance. I also found the two 'models of advertising' shown in the article to be very informative and they have changed the way I will look at advertisements from now on.

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Ali White's comment, April 10, 2013 1:13 AM
I think what the audience remembers and feels is important if not essential to the success of an ad. If the audience can remember the feeling and if that feeling is the desired one it can be and hugely powerful bond between company and consumer.
Nona Pedersen's comment, August 21, 2013 11:46 PM
In response to Kimberley Rogers' insight, I found this article to be a great read, the emotional response a consumer has with a product or brand is important as thats the thing that they will remember. It is vital to get the consumer to understand what you are saying and I feel that an emotional response should be targeted by marketers. Great insight!
Max Downing-Webb's comment, August 22, 2013 4:46 AM
Good read on emotions, this author obviously has been working in this area of marketing. Toward the end of the article it is stated that "few brands make clear decisions on the kind of emotions they want to be associated with." I think that this is a very important statement. In cognitive messages, a lot of thought is given to the information conveyed, but is the same thought given to emotions in peripheral route promotions? Furthermore, the emotion desired amongst consumers for a given brand should then be communicated across all touch points for an integrated marketing strategy.

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The Role of Direct Mail in the Modern Marketing Mix

The Role of Direct Mail in the Modern Marketing Mix | Communicating With Consumers | Scoop.it
Kimberley Rogers's insight:

As with other articles I have read on the use of Direct Marketing in today's marketing mix, this article views it as a positive thing, which can create a great deal of awareness and promotion for their business. It again states research that puts Direct Marketing in a positive light. Where this article differs and becomes interesting is when it discusses that while being useful and a great marketing tool, they way it is used must be treated carefully. Over saturation of the market through direct marketing is dangerous for companies and will turn consumers off. There are three main things that are needed in direct marketing in order for it to be a success; creativity, proper targeting and that it is economical

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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, 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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Direct Mail Marketing, Direct Profit? [Infographic] - Profs | #TheMarketingAutomationAlert

Direct Mail Marketing, Direct Profit? [Infographic] - Profs | #TheMarketingAutomationAlert | Communicating With Consumers | Scoop.it

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Via iNeoMarketing
Kimberley Rogers's insight:

This article analyses the success of Direct Marketing in today's business environment. Research presented in this paper states that from 2013 to 2014, direct marketing will achieve 3.6% rise. It also states that 6.5 out of 10 people who receive direct mail make a purchase/engage with the business. I found this information to be surprising, as I would have assumed like everything else, that direct mail would be on the out, as everything is increasingly becoming digital. If this information is relevant to New Zealand it could mean a great change is the ways some New Zealand companies market their business or product. Another great thing about this article was the use of imagery to present the information.

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Erica Huynh's curator insight, August 26, 8:00 PM

does direct marketing get a direct profit for the company? 

Dhanniya Sena's curator insight, September 24, 7:29 PM

I think this is interesting for companies to note because though print advertising and media may be declining in the modern world, direct mail marketing can still lead to direct profit for businesses. This is because the direct mail is delivered to loyalty customers or consumers who have an interest to the company's products and the industry they are in. 

heeyeon yoon's curator insight, October 2, 8:29 PM

Consumers today are more reliant on online browsing and they like to receive letter to email because, it is easy to check and marketer can reduce cost of money for send their information.

 

From the result by Bolt Insurance, direct mail marketing is increase. In 2011, direct mail spending $47.8 billion. Direct mail spending has been increasing in 2013 and will achieve a 3.6% growth through 2014, according to the projections cited by Bolt. On average, 6.5 in 10 people who receive direct mail marketing make purchases or otherwise engage with the business. These are the reason why direct mail marketing successes. Direct mail marketing is preferred way of receiving information. There are some examples of top areas in which people prefer direct mail marketing;

 

-Sensitive health information
-Treatment for a specific condition

-Financial services

-Mail-order shopping

-Insurance

Rescooped by Kimberley Rogers from Milestone 2
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Powerful yet often overlooked: emotional response

Powerful yet often overlooked: emotional response | Communicating With Consumers | Scoop.it
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou  I’ve discussed that communication is essent...

Via Paras Chadha
Kimberley Rogers's insight:

An interesting point is made in this article; that instead of saying 'what do we want to say?' We should be saying 'what do we want the audience to remember/understand?'. This is a very insightful comment made by the author, as many promotional materials and advertisements are solely trying to convey the message they want to say to consumers. But what is more important is what the consumers remember about what was being said. The article goes on to talk about emotional responses to advertisements and their importance. I also found the two 'models of advertising' shown in the article to be very informative and they have changed the way I will look at advertisements from now on.

more...
Ali White's comment, April 10, 2013 1:13 AM
I think what the audience remembers and feels is important if not essential to the success of an ad. If the audience can remember the feeling and if that feeling is the desired one it can be and hugely powerful bond between company and consumer.
Nona Pedersen's comment, August 21, 2013 11:46 PM
In response to Kimberley Rogers' insight, I found this article to be a great read, the emotional response a consumer has with a product or brand is important as thats the thing that they will remember. It is vital to get the consumer to understand what you are saying and I feel that an emotional response should be targeted by marketers. Great insight!
Max Downing-Webb's comment, August 22, 2013 4:46 AM
Good read on emotions, this author obviously has been working in this area of marketing. Toward the end of the article it is stated that "few brands make clear decisions on the kind of emotions they want to be associated with." I think that this is a very important statement. In cognitive messages, a lot of thought is given to the information conveyed, but is the same thought given to emotions in peripheral route promotions? Furthermore, the emotion desired amongst consumers for a given brand should then be communicated across all touch points for an integrated marketing strategy.
Rescooped by Kimberley Rogers from IMC
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The Power of Ideas; Integration Across All Media

The Power of Ideas; Integration Across All Media | Communicating With Consumers | Scoop.it
New Media Knowledge (NMK) is a learning and business information resource for digital interactive media in the UK

Via Gaia Adni
Kimberley Rogers's insight:

This article is very interesting and discusses the issue of product/brand awareness not always translating into positive brand value. It talks about consumers preferring to research and seek out information about a brand or product on their own, rather than just blindly believing advertising or the efforts of marketers, as they did in the past. I found that this article presented great examples successful  businesses through the correct use of integration across all marketing communications and also highlighted the need for businesses to continuously adapt to changing media channels now and in the future.

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Shay Narsey's comment, September 26, 2013 6:44 PM
Markus, i liked this article you have shared also i liked how you mentioned that integration opens up more opportunities for companies and a way to create longevity for any company
Max Downing-Webb's comment, September 26, 2013 6:57 PM
Hi Nona Pedersen, I found this article to be a very interesting read. I feel that integration tends to be overlooked and underestimated by marketers. It is important for marketers to use and integrated approach as you have said and I agree with your insight.
Rui Dong (1248713)'s comment, September 26, 2013 9:16 PM
Advertising business peaked in the late sixties and still plays an important role at the present. However, advertising is no longer to trust by customers, because some products are not the exactly same as they bought. Therefore, the message should be delivered as the same across multiple channels. The three main types of integration are integrated media, integrated creative and integrated teams as shown in this article, and all appear to have an influence in the future of marketing. The author provided two examples, which are Zappos and Amazon to demonstrate marketing integration市场一体化 is effectively creating core creative ideas that can be adapted across every medium allowing businesses and brands to effectively communicate with consumers across different channels. Therefore, if integration deliver wrong message across different social media will bring a negative influence for both brands and products.
Rescooped by Kimberley Rogers from IMC Week 6 - Creating an effective Communication mix
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Communicating With Consumers | Scoop.it
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...

Via Conflict Jr Milestone
Kimberley Rogers's insight:

This article helped me to gain a better understanding of the communication mix. It also is a different perspective on the topic to another article I read  on the same issue "Creating an effective communication mix. Measuring results against objectives." This article highlights the need for diversity in a marketing mix, and the use of different marketing avenues, as a one-size-fits-all approach isn't always effective. I found this article to be enjoyable and easy to read. The author made one good points about choosing your media outlets, dependant on your product. An example used in the article is that if you sell discount clothing, your marketing message will obviously be found in different places to if you were to sell high-end fashion. Another example of this being common mispractice, is that of Apple. They have confused their communication channels here in New Zealand, as they sell and promote a high end, fairly exclusive product, and yet still sell it in the Warehouse, which is heavily promoted as a discount store.

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Nona Pedersen's comment, September 26, 2013 3:32 AM
As Kimberley has pointed out, the need for diversity as well as integration is often over looked. Diversity is necessary, as it is highly unlikely that a target audience will be small or specific enough to not require a differing marketing mix for individual customers or groups.
Conflict Jr Milestone's curator insight, September 26, 2013 1:16 PM

As states in the article creating effecting communication mix is a combination of different approach to customers in regards to selling products and or values to be expressed appropriately to customers in a way that will lead them to buying the product benefits. Firstly as it suggest by the article marketers should be considered these four steps in developing effective communication mix. Firstly is to select relevant target market users of the product. Once target market is being selected then design a communication channel tool to help with approaching those target market in how to deliver the message over to them but in relation to what comfortable with those target market mainly approach by what sort of communication tool they use in their daily life such as social media, modern use of the internet and emails, depending what type of communication tool to be is determine by what type of product it is selling by the company. Third step is the estimating of the overall costs for the marketing communication process this will help make it become more realistic gives marketer an idea to which direction of where they going with this promotional process to work. Lastly is measuring, measuring total performance or use results of selling to predict future interest and or sales to be made and how effective the process has been. All these steps helps with marketers develop their ideas approaching consumers that are in their comfort zone to be part of the benefits that a new product can bring to their lives.