I reviewed a well-known shared direct mail package recently and came up with these 8 suggestions that will help out every small business.
Mahmood Shiblaq's insight:
This article basically shows the opinion of the author in regards to the "do's" and "don’t’s" of directing marketing for small businesses. The main issue that the author uncovered after carrying out research on his local businesses direct marketing was that not enough firms were using social media efficiently (or not at all) as part of their integrated marketing communications. in my opinion social media is crucial to be able to engage with customers due to the various types of technology that it holds that make it easier to communicate with consumers. Certain examples include "hash tags" on twitter that link the consumer straight to the firms’ page or the use of QR codes even the implementation of events on Facebook that a business can use to promote certain events or promotions.
Do you know where your customers engage on social media, what they’re doing, and how they engage? More importantly, do you know how they view your brand's social media engagement interactions? If you’re like many marketers, you don’t have a clue.
Mahmood Shiblaq's insight:
This article by Heidi Cohen makes two good points; the first highlights the significance of social media in marketing and brand management, the second shows the importance of understanding which social media platform to market your brand on.
In regards to using social media the article mentions that consumers use this platform to seek product and brand information, therefore if a brand will want to be recognised they must be available on said platform. I find from personal experience that this is true; I tend to trust a brand more if they appear on social media such as Instagram or Facebook and especially if my friends have ‘liked’ that brand.
The article presents the differences in social media channels or sites through the use of charts, most of the charts refer to the actual size (i.e. number of users/visitors, and time spent) of each site, however one interesting chart is found in bullet point 4 of the article, this is in relation to why consumers follow brands on social media. The chart shows different reasons why consumers follow a brand against the social media platform they use to achieve what they wanted. I believe this is beneficial because if you can understand why consumers are using each channel one can use the different channels to promote different aspects of the brand. For example Twitter carries the largest share of consumers that want to “keep up with activities” regarding brands, this means a brand can use Twitter to endorse future events or to promote an upcoming sale. On the other hand Facebook leads in “providing helpful feedback” meaning brands can focus on customer service using this channel.
It is important to utilize all channels of social media, but if a brand can focus more attention into each aspect of their promotion based on channels then it is much more efficient. This in my opinion would make social media a whole market place on its own.
Here is a great Small Business Guide To Mobile Marketing infographic that details some eye opening mobile marketing facts. This year mobile internet access will meet and beat desktop access.
Mahmood Shiblaq's insight:
The small business guide to mobile marketing diagram shows the shift in direct marketing and marketing in general in today's time. The implications to understanding the benefits of mobile marketing is huge to advertisers and clients alike. QR codes are probably the best way to convey the integration of traditional methods of direct marketing such as letters and mail to create a digital response. This is a convenient and non-distracting way for marketers to communicate with their consumers, as it is literally only a scan away and most tech savvy persons are familiar with the concept of QR's. The benefits to marketing directly to mobile phones is the removal of the time it takes between reading the message and contacting the sender because the message is received through the communication device (in comparison to print and letters). Furthermore the portability that a mobile holds and the advances in mobile internet means you can literally reach the target anywhere any time unlike desktops. The different channels to direct mobile marketing are huge and the popularity of daily deal sites are giving marketers the ability to allow the consumer to trial their product at a discounted price giving them the advantage to engage with their consumers.
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