What is direct marketing? Like any concept direct marketing has many definitions depending on how you as a marketer choses to perceive it. The author sees direct marketing as just that: direct. It's talking to, or with, specific, targeted customers with relevancy, in order to gather customer data to help a company increase its service. Direct marketing can be done using multiple channels from mail to mobile to social media. I think social media has become a very useful channel to use for companies to get a direct response from customers. For me I do use social media as a form of response. Why? It’s easier for me to respond to a newsletter or survey etc. as opposed to responding to it in the mail. Direct marketing if done right can be very successful for a company as it helps improve customer engagement and customer loyalty.
Really great read I love how interesting this article appeals to me in different ways, the ideas that some of these companies have come up with to get customers to interact with their postcards or mail are really amazing. But the idea that stood out to me was ADT security system box. The idea is that there’s a flat box that is engineered to pop up into a cube. This cube is pretty big and is slipped under the doors of the inhabitants in an apartment building. The effect is that when someone walks in, they see this huge cube in their apartment that says “Breaking into your apartment is easier than you think.” Obviously, it’s advertising a security system. But it creates the idea that someone has broken into your house when in fact they haven’t which customers mind are put to rest after reading it. I think this is a really good idea, who wouldn’t be surprised or shocked when seeing this parcel in your house, I myself would diffidently want to know what’s inside because I would be naturally curious to find out what this parcel is and how it got here, and I think it’s safe to assume that other people would be as well. Great article the ideas in the here are amazing when it comes to direct marketing.
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 ...
Great read this article identifies simple strategies a business could use when creating an effective marketing mix. It also identifies that when planning a marketing mix it is important to think of a strategy with a combination of marketing concepts like advertising, sales promotion, public relations, direct marketing and interactive marketing diversity is key, however you don’t have incorporate all of the concepts, as long as it’s more than one. So there are four steps to developing an effective marketing mix. First is identifying your target market, identifying who your main customer is and building a strategy around them. Second are communication channels using effect media in order to communicate your message effectively. Third is estimating cost making sure you don’t blow your budget it also recommends that if it is too expensive that you should substitute it for something that is less expensive and the fourth is measuring. After you’ve applied steps one to three it’s time to measure to see if you are spending your money appropriately from feedback from your customers. I think these steps are simple and yet would be really effective especially for small business. I always bring it up but social networking would be a really effective way to get customer feedback, it would also be an effective communication channel as well something that was missed in this article.
Well it’s about time. It only took them 5 years, but it looks like the top U.S. companies are finally jumping on the blogging/social media marketing bandwagon. At least that’s the upshot of this year’s installment of the annual study on social media adoption on the part of Fortune 500 companies conducted by the University of Massachusetts at Dartmouth Center for Marketing Research.
As the above graphic from the study illustrates, after steadying for a few years, corporate blogging is on the rise in 2012.
Here’s something interesting. Since the UMass Dartmouth study began tracking data in 2008, rank has influenced adoption of blogging in the Fortune 500, with corporations ranking in the top 200 out-blogging those in the bottom 200. This trend held steady in 2012, with 54% of all Fortune 500 blogs coming from the top 200 corporations, and 28% coming from those ranked 300-500.
Even though only 28% of the Fortune 500 seem to be accepting the benefits of blogging, those companies that have are doing it right. Fully 90% of the F500 companies that blog encourage comments, have RSS feeds, and take subscriptions. Here’s an excerpt from an abstract of the study:
“It appears that those companies that have made the decision to blog have utilized the tool well. There is frequent posting, on-going discussion and the ability to follow the conversation easily through RSS or email subscriptions.”
TWITTER According to the study, nearly three-quarters (73%) of the F500 have corporate Twitter accounts and have tweeted in the past month, an 11% increase over last year. Significantly, every one of the top 10 companies (Exxon, Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Berkshire Hathaway, Fannie Mae, Ford Motors and Hewlett-Packard) consistently post on their Twitter accounts.
FACEBOOK Surprisingly, Twitter edges out Facebook in the percentage of F500 companies using their social network: just two-thirds (66%) of the F500 are now on Facebook, an 8% increase since last year. Further, only 8 of the top 10 companies (Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Fannie Mae, Ford Motors and Hewlett-Packard) have Facebook Pages. Exxon and Berkshire Hathaway are still holding out (come on, Warren, time to create a FB company profile!).
NEW SOCIAL MEDIA=SOCIAL VISUAL In another shocker, the UMass Dartmouth study found that the F500 are actually starting to see the utility of social visual marketing platforms such as YouTube and Pinterest. Roughly 62% of the top 500 companies have a YouTube account, and 11 of them (2%) are on Pinterest. In an ironic twist, 1 of the 11 happens to be Eastman Kodak.
THE BOTTOM LINE In spite of a relatively sluggish adoption curve relative to SMBs, the UMass Dartmouth study suggests the Fortune 500 are finally coming around to the obvious merits of social media marketing. Considering their massive reach, this should’ve been a more intuitive relationship earlier on, especially given the many ways social media can benefit these companies, from fostering direct consumer engagement and promoting online content marketing campaigns, to facilitating less-marketing-centric initiatives like hiring and fundraising.
In any event, this is good news for the small or medium-size business owner or marketer, if only anecdotally. When the top 500 companies in the U.S. start moving their massive resources to further integrate social media marketing into their existing operations, it is a powerful affirmation that SMBs should be doing so too.
To riff on the famous EF Hutton commercial: when the Fortune 500 talk, people listen.
Three words “it’s about time “social media is at the forefront yet again my question is why it took US companies so long to finally join the social networking? The author points out that it took companies five years to finally join social media websites like Facebook and twitter etc. let’s just face it social media has worked wonders for marketing communications and has opened a lot of doors in terms of direct customer engagement. As identified these Forbes companies can now get a direct response via social media and also reach a wide range of their customers on a world wide scale. However figures show only 28% percent of companies reaped the rewards from online blogging, but that’s because they were doing it right. It’s interesting because I always have assumed that as long as companies use social media that it would bring them success no matter what. I am starting to realize that this is not the case, it’s the companies that use effective tools like having a RSS feed or SEO system etc., which allow them to effectively get data from customers. Maybe that’s the reason why these companies have been hesitant to move with the times and join social media.
There are just two days left to get your entries in for our new digital marketing and ecommerce awards, #TheDigitals, so to give some last minute inspiration I've rounded up six examples of effective multichannel marketing campaigns.
Wow I am really impressed with this article gosh where to do I start how about with their brilliant ideas of creating a direct marketing campaign aimed at getting a direct customer response. This article talks about the success of six companies and their innovative ideas in direct marketing help them to succeed. How they did it was simply amazing, I particularly like the story about econsultancy and how they teamed up with Royal Mail and Fortune Favours the Brave for a direct mail piece integrated with an online personalised website. Invitations were sent through direct mail, with a personalised URL, and a magnifying glass. When the user visited the URL, this initiated a conversation that was personalised according to the user’s name and preferences. Wow great idea I have never seen or heard of something like this being done and I am really intrigued by it the idea of personalising it and making it your own would be fantastic. In total, 867 delegates were sent the direct mail promotion and there was a 33% response rate. Some 21% of respondents requested bookings, and there was a 56% conversion rate. So overall pretty successful idea and this is only one of them, other stories written in this article are really interesting as well the ideas behind them are simple, but really innovative.
18 Responses to H&M Masters the Art of Integrated Marketing Communications. aflores says: March 12, 2013 at 6:00 am. Hi LeiLani,. Very interesting post. It seems like an good example of IMC, but I was impressed by their ...
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