This article refers to direct marketing as being equally beneficial to both marketers and consumers. Marketer’s benefit through social media and online interactions that helps them reach more customers directly, on a personal level. Consumer’s benefit by receiving alerts from companies and have an opportunity to dialogue and give feedback to companies. Today consumers want ‘easy’, ‘convenient’ and ‘order direct’, which relates to peoples lifestyles in synergy with the IMC concept. I agree that direct marketing is an effective tool that marketers use to enhance emotional bonds with individual customers. When integrated with social media, direct marketing is a powerful tool. I believe these elements definitely increase the value of marketers customer base and customers influence to purchase.
The Integrated Marketing Communications concept is very applicable to this article because it points out the relevance of creating an effective communication mix and measuring results against objectives. I agree this article is defining the differences between digitizing shopping versus walk in (retail) shopping. Is this the way of the future and the downfall of the high street? Personally I believe the shopping experience is important because shops offer consumers the face of the brand, a support centre and meeting place. It is an enjoyable experience especially when consumers receive quality customer service. This is an area that retailers are really thinking about in wining the shopping game, e.g. “Delivering best in customer service, not sales.” It also assists with increasing customer loyalty.
The driving force of Integrated Marketing Communications (IMC) is to allow an innovative team to pool powerful ideas together to develop ONE BIG MESSAGE. Coordinating a variant of business communication tools should ensure the IMC campaign is cohesive and successful. The power of the idea is to launch the message using short, simple catch phrases that are seen and heard consistently. For example, Coca Cola integrates its brand across all media. It consistently promotes and engages consumers with the big idea to live positively, with happiness and fun. This is characteristic of the power of ideas communicating a powerful message to connect with consumers.