Communicating With Consumers and Program Planning, Objectives, Budgets and Measuring Success
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8 Direct Mail & Social Media Marketing Mistakes Your Small Business Are Making

8 Direct Mail & Social Media Marketing Mistakes Your Small Business Are Making | Communicating With Consumers and Program Planning, Objectives, Budgets and Measuring Success | Scoop.it

I reviewed a well-known shared direct mail package recently and came up with these 8 suggestions that will help out every small business.

Nona Pedersen's insight:

This article highlights the mistakes that many businesses make when it comes to social media marketing and direct mail marketing. It shows that an overwhelming number of the businesses assesed made big mistakes with respect to direct mailing and social media marketing. The advice given in the article is very relevent and notes that businesses need to promote their social media channels, they could do this by adding "find us on facebook" or  'follow us on twitter" to their advert. It is important to use logos of the social media sites, as well as the username of the company so that customers can find the site with ease. Also the use of a QR code is advised. Linking the business to the social media page and having contact info is also important for organisations to consider. Many companies are quite difficult to search on twitter or facebook and this may lead the customers to the wrong site. I feel that direct marketing needs to be managed effectively in order for it to be effective.

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Melika Trott's comment, September 27, 2013 12:06 AM
I agree with German, its the simple things such as not putting the company website on flyers and hard copies of peomotional documents. This is especially important in New Zealand as you say because most of our business are reasonable small and unheard of.
Patrick Wong's curator insight, March 11, 2014 11:04 PM

what a great article explaining the little mistake the small businesses are making with direct mail and social media. often are about not having sufficient information on your social media/ your company is hard to find which make it hard for customers to have an efficient communication with the small business. Small business need to watch out this every little things because they are what make the business to have a good integrated marketing communication. 

Lili Wang's curator insight, May 15, 2014 5:42 PM

This was an interesting article to read as it clearly stated why some small busnesses are not succeeding in their industry as it talked about the factors that is holding them back.  Small businesses need to watch out little things because they are the core knowledge to ways that the company can improve on in the IMC process

 

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The Power of Ideas; Integration Across All Media

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

Via Gaia Adni
Nona Pedersen's insight:

In the early days marketing was easy, companies could simply advertise to the customer and the customer would make a decision on weather or not to purchase. Now, customers are researching products before they buy them and using a variety of types of media to make their pre purchase decision. Due to this, it is evident that marketers are now using an integrated approach inorder to maximise their opportunity. After reading this article I understand the importance of integration across all or most media. It is important to comprehend that each channel is different and while the main idea that has been generated may stay the same, the way to communicate it must vary over the channels. An example is a TV ad and a radio ad cannot be the same, as the visual ques are not present in radio and therefore it may confuse the customers. From reading this article I now know the importance of integration through channels and how there is an effective way to do it, and it is not as straightforward as some may think.

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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.
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What Is the Marketing Communications Mix?

What Is the Marketing Communications Mix? | Communicating With Consumers and Program Planning, Objectives, Budgets and Measuring Success | Scoop.it
The marketing communications mix is the strategies used to advertise a business or a product line. It focuses on four main...

Via James Marbeck
Nona Pedersen's insight:

After reading this article I have formed a better understanding on what the communications mix is. It consists of sales promotions, personal selling, direct marketing, general advertising and public relations. Each of these 5 aspects are all important in marketing and they all work together to cover different areas in order to market the product and the organisation effectively. Before reading this article I had a vague understanding of what each of these aspects do, but now I understand how each of them work not only by themselves but the importance of all of them working together to be effective. General advertising of the product, informs the customer, while sales promotions tempt the customer. Personal selling is important to generate new business and to convey the personality of the brand and the company, giving customers a better insight. Public relations is about how the customers perceive the product and organisation. It is the reputation. I feel that all 5 of these things are important for marketers and organisations to consider as while some may be more important than others, they all work together to communicate with the customer. I can relate Red Bull to this article. The use all of these aspects to market themselves. They sponser athletes and events, they have their "wings team" that goes out and informs people of the product and give out free drinks as a promotion. They do alot in the form of communicating with their customers and they do it very well. I feel it is an example of an effective communication mix.

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Lucy Lim's comment, September 26, 2013 8:03 PM
I agree with you Sean. An effective marketing mix helps the company understand the consumers and adjust to their needs and wants. Also the marketing mix is an integral tool in building an effective marketing strategy and implementing it with tactics. Also known as the 4 P's of marketing, the mix includes an assessment of the roles company’s product, place or distribution, price and promotion play in their overall approach to marketing.
Sisyliana Halim's comment, September 26, 2013 9:54 PM
I agree with you Sean, each point of a marketing mix is important as it allows the company to see the bigger picture or the full potential of the strategy. I think its more important than ever that consumers are targeted with personalized marketing mix as media is heavily influencing people on what they buy and what not to its important to be different and show the uniqueness of the company/brand. However it is important for companies and brands to understand that the way they promote/advertise involves and engages the consumers to act.
Thapthim (Thim) Phithak's comment, September 26, 2013 10:27 PM
Hi Sean, I agree! the key components in the Marketing communication mix are important in their own way. The communications mixs are used to alert consumers to the benefits and availability of products. The mixs illustrate that there are different ways to promote and advertise their products therefore its important for companies and brands to understand the way to promote and advertise and engage their consumers to act.
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Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | Communicating With Consumers and Program Planning, Objectives, Budgets and Measuring Success | Scoop.it

Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...


Via Paula Hudson
Nona Pedersen's insight:

Objectives must be S.M.A.R.T in order for success. S.M.A.R.T stands for Simple, Measurable, Achievable, Realistic and Timely. This has been drummed into my head by teachers since I was in primary school. While it may be a simple concept, SMART objectives increase chances of success. A company must have a clear vision, mission and strategy to be successful. Having SMART objectives is a part of the strategy. To start, a simple objective is just that, it must be well defined and there should be only one objective (not 'this' and 'this' and 'this'). Objectices should also be measurable, orelse you would not know how you are performing with this objective in mind. Marketers need to set a target for what they want  to strive for. Achievable, the objective must be achievable by the firm, if it seems too unrealistic, it probably is and will result in lack of motivation. As the article states its better to under promise and over achieve (within reason - dont make it too easy). Objectives need to be realistic in the sense that it must be relatabe to the marketers. Marketers cant increase sales, but they can increase awareness. Finally, objectives should be timely. There should be a period set in place for the object to be completed. The time frame should be relative to what the objective is. I feel that this article has highlighted some good points that relate to IMC and the SMART model is a great way of setting objectives for marketers.

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Max Downing-Webb's comment, August 22, 2013 3:54 AM
It's nice to see the SMART goals theory applied outside of the academic world. Good article Nona, this article is a great reminder to rethink and refine the objectives that make up a marketing program. Measuring success is a bit of a tricky one for marketers as there are so many variables which affect sales. Creating objectives with success standards and measures established at the same time is the best way to go about it, hence why the SMART framework is a very useful reminder here.
Victoria Clark's curator insight, September 15, 2013 11:40 PM

SMART is a set of objectives that if followed through can aid businesses and brands in getting where they want to go. Throughout this article these objectives are discussed so businesses and brands can work to creating objectives that are effective for a successful program to be able to begin. In businesses and brands, having SMART objectives are critical as they can cause either the up or the downfall of said business or brand. The use of SMART objectives leads to an evaluation and measurement of the success of a business or brands success. This article is very helpful and informative as it sets out what is needed, in the basic format, to achieve a great program and success.

Danielle Petersen's comment, September 26, 2013 8:06 AM
@Lily, I like how you gave the little examples of the SMART goals, putting it into perspective a little more. I agree that there is great value in adding the SMART goals into all aspects of a business, no matter what it may be as they are so easily adaptable to every and any business.
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Direct Mail Marketing, Direct Profit? [Infographic]

Direct Mail Marketing, Direct Profit? [Infographic] | Communicating With Consumers and Program Planning, Objectives, Budgets and Measuring Success | Scoop.it

Marketing Strategy - Despite the persistent rumors that print is dead, mailboxes everywhere continue to get stuffed with direct mail marketing pieces. But how successful is direct mail marketing really?


Via Kamal Bennani
Nona Pedersen's insight:

I found this article incredibly informational. Prior to reading this article I believed that direct mail marketing was no longer effective and everyone had turned digital. However, according to this article this is not true. It is evident that direct mail marketing is actually more preferred over internet and email. After reading this article I have realised that this is true, well it is for me personally. I actually enjoy flicking through all the mailings and "junk mail", while anything like that in my email inbox, purely gets deleted as I feel it looks messy. I can relate to what this article states, however I had never really taken notice of it. While some things are more preferrable for customers to look at online, it is evident that the majority still prefert direct mail marketing.

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Matthias Röse's comment, September 26, 2013 8:35 PM
A lot of very interesting data is displayed in this graphic and it was fun studying it. Beforehand, when reading the article, I was very surprised by the fact that direct mail is on the rise again. I thought that with Emails being cheaper, faster and the easiness of tracking its effects but I learned otherwise. Yesterday I read an article giving best practice examples of direct mailing which is very interesting and I recommend to everyone thinking about a direct mailing campaign because the examples are quite inspiring (http://designshack.net/articles/business-articles/12-brilliant-direct-marketing-pieces-you-have-to-see/). I look forward to 2014 and I’ll definitely check whether the predictions about rising spending on direct mailing come true. I think that it is very important to know whether your business is in a branch where consumer prefer direct mail due to its seriousness.
Priscilla Hema's comment, September 27, 2013 12:07 AM
Jasmine, Though Physical mail such as ones received through a mailbox may urge consumers to open and have a look. most are discarded without a thought. this is a huge waste if not discarded correctly.
dane norton's curator insight, September 30, 2014 6:47 PM

One important tool that companies use when participating in direct marketing is direct mail. Direct mail is an old school approach that has been around for centuries to engage with customers, despite rumours of it dying its actually on the rise. The reason why direct mail has not died and has remained in favour within companies is the power it wields. In this article it states that on average 6.5 out 10 people either purchase or engage with the business that have received their mail. This article reinforces the fact that direct old school mail should not be completely over looked at over technological advances like smartphone apps and direct mail marketing equals direct profit.

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What's the best marketing communications mix for my brand ...

What's the best marketing communications mix for my brand ... | Communicating With Consumers and Program Planning, Objectives, Budgets and Measuring Success | Scoop.it
Choosing the right marketing communications mix for optimal impact is more important than ever. With less and less time – and budgets that need to stretch to do more – marketers are finding it increasingly difficult to keep up with constantly ...

Via Sophie Batten
Nona Pedersen's insight:

This article highlights the importance of getting the right combination of the communication mix. Technology has made it possible for marketers to make the best possible decisions for the circumstances that they face. I have taken from this article that different products need a different mix of communications applied to them. Not all organisations and products are the same and I feel that how the article states "not one size fits all" is the perfect way to look at marketing products. It is important to form strategies that are appropriate for the product and while there may not be the prefect strategy, a sound strategy with correct implementation wont go wrong. I now understand the importance of fitting the strategy to the product and it is important to form the communication mix around the product. All customers are different and need to be communicated with in different ways. Some customers do not have a social media account and do not use social media, therefore they cannot be communicated to through this channel and marketers need to find other ways.

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Shino Takano's comment, September 26, 2013 5:03 AM
I agree with Sophie, marketing mix is a great way to market the brand, however it is important for the marketers to know which market method works well with the others; they may have a conflict between the two. Also targeting the right audience is important as well. depending on the target audience, the marketing mix you will use would be different. Great read Sophie.
Oscar Joseph Catoto's curator insight, September 26, 2013 7:57 PM

This article is very intriguing as it speaks about how to customise and fully utilize the communications mix for their brand. The article states that when strategizing, the concept of “one size fits all” is incorrect. This is because when developing a communication mix marketers must take into account the products or service that they are selling. With the many channels of communication from social media to email and direct marketing, marketers must select which channels to utlize the most compared to others. This is evident as if your target market is below the age of 40 organizations would most likely use a combination of social media sites as well as email to communicate to their customer. This wouldn’t apply if the customer was over the age of 40 where they would be much more comfortable receiving physical mail with the information or calling in to know more about the product. But different products and services have different demands for the target market to receive the information. The article also goes onto to talk about the difference in communication with a established loyal customer and new ones that the organization is trying to draw in. for example, an organization wouldn’t use the same marketing campaign it has for new customers to communicate to established customers, they would tailor a different campaign or have a different product or service available for them. Finally, the bit agree with the most in the article is that no matter what strategies and tactics you use, good execution makes the real difference. By taking this into account organizations not only need to know how to communicate with customers but also need to know when and where to communicate with

Jordan Reti Pereira's comment, September 26, 2013 9:47 PM
@Oscar. I like your insight on this article, especially on the focus on the two types of customers a company has: new and loyal. I agree that new customers need to have different advertising/marketing approaches in comparison to the loyal customers, as they have already established needs that the company should already know of.
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Emotion: The elephant in the room for marketers? | Econsultancy

Emotion: The elephant in the room for marketers? | Econsultancy | Communicating With Consumers and Program Planning, Objectives, Budgets and Measuring Success | Scoop.it
... consumers over the past decades. Neuroscientists, like Antonio Damasio, have been proposing that emotions do however play a fundamental role in our everyday decisions, allowing us to make quick, rational choices in complex situations.

Via Evan Ranum
Nona Pedersen's insight:

Colours, slogans and pictures may all be effective techniques for marketers and advertisers, but, an intese emotional response will over power all of these. When consumers form an emotional attachment to a product or a brand they will instinctively choose it over any other brand. They may not even really like the the actual product, or there may be others that are far more superior, however if there are feelings involved with a brand a consumer will always stick with that one. I like the way this article has used the elephant and its rider as a metaphor for the consumer and the way they choose what brand to go for. How the feelings are the elephant and the logic is the rider, and the elephant is bigger, meaning it will over power the rider when decisions need to be made. While not all consumers may be like this, the majority are. I know for a fact that I let my emotions control what I buy, I may not even know the brand but if I make an emotional connection with it, I will buy it, even if it is more expenisve or not the most logically appropriate brand I should choose. I am aware if I need to buy something new, I will always go for the more "natural" option, as I dont like products with chemicals or products that test on animals. Marketers can use these sorts of things to persuade their target markets by creating a brand that someone can relate to and can form an emotional connection with. As stated in the article "people dont buy what you do, they buy why you do it". As a consumer I am living proof of this.

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Kimberley Rogers's comment, August 21, 2013 11:16 PM
I found Nona Pedersen's insights into this article extremely interesting. I especially like the personal reflection and relation to the article and its content. By relating what the article has said to yourself, you are proving its validity, and I think you've done a great job of this.
Max Downing-Webb's comment, August 22, 2013 4:00 AM
Nice article, I really enjoyed this one. It has a great explanation on why marketers should engage with consumers emotional core and provided good scientific facts. I feel that my emotions have a profound impact on my decisions everyday and marketers should realise how big of an impact emotions play our decision making. Although I did feel that the article neglected high involvement purchases where customers are determined to be rational and follow cognitive decision making.
Dave Everitt's comment, August 22, 2013 5:16 PM
I like how you have identified the importance emotion plays in consumption behavior Evan. Emotions overwhelm rationale when consumers feel a deep connection with anything, including a brand. If brands can ensure they have relevance and a close connection with their consumers, they are much more likely to induce consumption behavior and brand loyalty