Direct marketing and consumer engagement
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Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community

Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community | Direct marketing and consumer engagement | Scoop.it
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Sheenal Prakash's comment, September 26, 2013 11:20 PM
marketers need to distinguish between the products which consumers need like basic needs and the product which the consumers want because the product that they want are going to be the products they pay more attention to and will likely be willing to pay more for a product they want rather than need because it has more emotional attachments
Holly Adams's comment, September 27, 2013 12:03 AM
@yuhang. Very good article! Thought it was a interesting read and had some great points. Customers will always find a way to get what they 'want' often by trying to convince them selves it is what they 'need' therefore blurring those two line. Often we see advertising talking about a new product that everyone needs when in fact people would be absolutely fine without it. Hear over and over again (whether on tv, radio or billboards) will eventually start to see the reasons they NEED it that product. A prime example of this is the iPod, 20 years ago there was absolutely no need to have music with you all day long, and people were find with this. However know it is a belief that people NEED the iPod so they can listen to music any time they please. They have changed a want into a need for everyone, aka great marketing!
Shichi Zhong's curator insight, May 14, 2014 12:30 AM

The article explains how a brand and consumers have a mis-communication and what it could lead to. Many companies believe that what's popular can represent the right thing to do. However, sometimes it is not what customer want. Companies often miss the chord and find the traditional ways of marketing old fashioned and always try to rope in new ways of marketing. They only think about the product/service from their opinions but not from customer's feeling and behaviors. They try to adjust with the modern world but forget the most important thing- customer relationship or customer value. In doing so, they do not pay heed to what customers actually want which creates differences or mis-communication between customers and brands. Since the arrow doesn’t hit the mark, the invested capital may get wasted. If a company is able to deliver results just as the consumers need with a blend of traditional as well as modern ways then it inevitably achieves its goals. Understanding a consumer's demands is therefore needed for a company to walk on the path of success.

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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Direct marketing and consumer engagement | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.
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Sam Shen's comment, September 26, 2013 1:59 AM
Good article! This article talks about the importance of direct marketing nowadays and show some methods of direct marketing by giving EasyJet example.
Due to the rapid growth of social media, instead of doing mass marketing, most marketers are reaching more customers on a personal lever. Customers can give their opinion by leaving a feedback on Facebook, tweeter or an app. Companies can modified their product more personally, which enhance the emotional bonds with individual customers as they obtain more satisfaction.
Why is communication so important? Knowing a group, even a single customers’ interest help businesses deliver the right message to customer, which gives companies a high ROI.
In the case of EasyJet, this company is doing a great job of direct marketing mix. Firstly, they manage their social media well by having 144,000 Facebook likes and 87000 Twitter followers. Moreover, the company knows who their target audience are and design a tool for them so customer fell more convenient. Lastly, they use email to contact customers who spent less or no more money on their product and try to drag them back.
markpardington's comment, September 26, 2013 11:08 AM
Nice insight here Jason, I found your reference to the potential of smartphone mobile marketing to be interesting and the examples given regarding easy jett were very interesting and showed the scale of success that businesses could expect if they effectively use IMC and direct marketing.
Yujue Wang 1250401's comment, September 26, 2013 6:26 PM
I understand what you mean and I agree that more and more people start using online platform as a way of communication. With direct marketing online is a very handy way to communicate and get better relationships with your customers, and using online platform can save a lot time because as your insight said more and more people is spending more time on their internet and it save the effort making appointment and meet each other face to face. I also agree direct marketing can enable marketers a good chance to improve their relationship and emotional bonds with individual customers. At the same time I think when customers download your app or use your website it means they want some service from you, there for as a marketer you know exactly how to help them when you make a conversation with them online and provide the help they needed. At last for every 1 dollar invest in direct marketing and getting a 4 dollars revenue back is indeed amazing, also with a development on the use of the internet booking and apps, the company can reduce the resource from other places like advertising because the web and apps are doing such a good job.