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Rescooped by Maggie Zhang from IMC
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Social Media: Making Friends For Money

Social Media: Making Friends For Money | Direct Marketing | Scoop.it
Social Media: Making Friends For Money
Business 2 Community
Businesses question the value of incorporating social media into their marketing communication mix.

Via Susan Andrews, Maggie Zhang
Maggie Zhang's insight:

The reason why I scooped this article is because the article rose up an interesting point about online communications – making friends with your customers. The article used Facebook as an example to explain why online marketing is important. The author listed four reasons why marketers should use online communication tools to expand their marketing. Facebook has provided a fantastic platform for both consumers and companies to communicate with each other. Just like the article I have read before about mobile marketing, marketing communications are not only one-way communication nowadays. Another benefit of using online communicating is more efficient and economical. The companies can act faster to their customers’ feedback and the customers can be managed better. 

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Peggy Yao's comment, September 26, 2013 6:29 PM
Maketing friend for money ! As we all know relationship with consumer is a crucial step that marketers have to always be aware of. A good long term relationship not only can gain consumer loyalty but also build up reputation and expand profitability. Now days social platform has become a most popular place that people connected with each others connect with friends, family and also your favorite brands. Hence, engage with consumer on social media become an first but also the most important step to have a long-term on going relationship with customers.
Jaklin Issaeva's comment, September 26, 2013 8:37 PM
I found this article to be really interesting and relevant to the IMC concept because it talked about creating friendships with consumers on social media sites as part of the communication mix. I think this is a great way for brand's to engage with consumers on a more personal level because consumers are more likely to respond to products or attributes with emotional attachments of some sort. This is also a great way of building consumer loyalty post purchase which contributes highly to building brand equity for many brands.
Wenjing Zheng's comment, September 26, 2013 10:22 PM
"consumers are strongly influenced by what their friends think about a brand." i am totally agree with this statement. a good use of social media can bring a great benefit for a company.Nowaday, social platform has become a most popular place that people connected with others.a great way for brand's to engage with consumers on a more personal level because consumers are more likely to respond to products or attributes with emotional attachments of some sort.
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Consumers Prefer Email (And Even Post) To Social Media For Brand Marketing Messages [STUDY] - AllTwitter

Consumers Prefer Email (And Even Post) To Social Media For Brand Marketing Messages [STUDY] - AllTwitter | Direct Marketing | Scoop.it
Consumers Prefer Email (And Even Post) To Social Media For Brand Marketing Messages [STUDY] (Dunno about that - recent @emarketer study shows respondents prefer direct mail brand msging 10x more than social http://t.co/RulJG0iJPC)...
Maggie Zhang's insight:

The figures showed in this article are very interesting as only 2.5 percent of the respondents said the social media was the favorite method of receiving marketing from companies. From my understanding, compare to one-way marketing, social media is still new and waiting to be accepted by the major public. Even more and more companies established their online marketing team to expand their social media, from consumer’s perspective, email and mail are still the traditional ways to receive the latest deals from their favorite brands. Another reason could be social media is more attractive after consumers engaged with the brand. For instance, Facebook, as considered one of the biggest online communicating platforms, has been used a lot in marketing communications. Companies set up their Facebook page to communicate with their customers and post new updates about the brand. However, when you look at the followers, majority of them are either current users or future users which means these people at least know the brand. Hence, it is hard to attract new customers or increase the brand awareness by using this type of social media. Nevertheless, along with the rapidly growth of mobile phones, social media will become stronger and more companies will benefit from it. 

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Hendy Han's comment, September 26, 2013 11:45 PM
I agree with you Maggie. Emails initiate a more private and higher provides a more individual value to consumer. With all the social media hype, customers still looking for a more focused treatment for themselves. This is a great example of digital direct marketing.
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7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles

7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles | Direct Marketing | Scoop.it
There are 7 reasons why your company should be using direct marketing to reach your audience and generate leads and you’ll find them in this article! (Learn about the benefits of direct marketing from this recent blog post on Consumer Engagement Now.

Via Amy Davidson, Peggy Yao
Maggie Zhang's insight:

This article gave out the definition of the direct marketing and also stated seven benefits of using direct marketing:

 

It allows you to talk about your offers directly with the customers.It can be used to test the new market and also gain information.Direct marketing is more cost-effective than other types of marketing.It can help companies build personal connection with their customers in order to push the sale.It can help companies to focus on their target groups.It helps the marketer manage customer portfolio better and react market change faster.It helps managers estimate future sales easier.

 

Based on the examples that author showed in the article, direct mail marketing and direct response marketing, the marketers can easily customize the information to approach their target audience. As mentioned before, direct marketing is considered one of the most efficient ways to expand market and enhance customer loyalty. However, marketers should be really careful when doing direct marketing. Understand your customers and know what they want is the foundation of doing good direct marketing. 

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Reuben Gordon Dalziel's comment, September 26, 2013 4:35 PM
The article shows the benefits of direct marketing through multiple techniques that marketers have used in the past to create brand awareness and communicate with consumers on a more personal level. As Amy has suggested, the direct approach allows consumers to form a bond with the business by signing up for newsletters and emails that will go directly to them and make the consumer want to return to the store. This is a very hard marketing technique to perfect but it can be very useful as businesses can use it to connect with consumers in ways that other companies can not.
Hendy Han's comment, September 26, 2013 9:05 PM
Great article Maggie. I agree with your insight. Direct marketing is one of the most effective on-going marketing tools that many successful company still using. The most utter advantage of using direct marketing is the chance to be physically and mentally presence for your potential or existing customers.
Shichi Zhong's curator insight, May 14, 2014 12:29 AM

The main 7 benefits are:

1. talk about your offers directly with the customers

2. experiment with new markets

3. Direct marketing is more cost-effective 

4. build personal connections

5. focus on specific groups

6. provide direct feedback

7. results are quantifiable

 

Those 7 benefits can be used for any direct marketing such as Direct Mail marketing and Direct Response Marketing.

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The Role of Direct Mail in the Modern Marketing Mix

The Role of Direct Mail in the Modern Marketing Mix | Direct Marketing | Scoop.it
Maggie Zhang's insight:

As today, more and more companies start to realize the importance of the direct marketing. Direct mail, as one of the most important tools for direct marketing, still plays a big role communicating with the customers. The research showed that 83 percent of direct mail is opened in comparison to average email open rates of 11 percent in UK and 44 percent of consumers have visited store, purchased or enquired the product after received the direct mails from the company. The research tells us even nowadays more and more companies chose using direct email instead of direct mail, sending mail is still an important tool to reach certain consumers. 

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Alysse Woodward's comment, September 26, 2013 9:09 PM
Direct marketing refers to generating responses, finding the right way to generate the right response. For some direct mail may do this, for others it may not that is way the role of direct mail in the modern day marketing mix should be integrated through IMC and have direct connections with social media.
For me personally I enjoy getting junk mail and like flicking through catalogues, I am more likey to look through advertising material if I have a physical copy then if I was to be emailed it – I would just delete it without opening it. But others will function differently to me and be more likely to look through an email. This is way combining two or more techniques is vital in attracting customers and the way they operate. Companies need to find out as much information they can regarding their customers, through sign up pages on websites etc and from this a picture of the customer will begin to form – from here the correct way to market to this customer will begin to be seen.
Wenjing Zheng's comment, September 26, 2013 9:49 PM
he growth of digital marketing, social media, email and search marketing in recent years has left many marketers feeling that direct mail is somewhat of a dinosaur and has no place in the modern marketing mix. direct marketing emails are dying out, it is still very helpful and useful with engaging with consumers with their products and brands. But still, got to be aware that multichannel are important and most useful tools when it comes to business industry and also with engaging with customers in order to make an effective successful business.
Rachel Chen's curator insight, October 3, 2014 12:00 AM

Direct mail marketing is seen as a dieing source. Within todays modern technological society, social media, email, internet etc. is seen to be such a better and more advance way to market a company or product that it has left many wondering if there is a future for mail marketing. Response is carefully measured in an attempt to take the waste out of marketing and should be part of your long-term strategy. Activity through virtually any media can be classed as direct marketing.

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Relationship Communication -- Personal and Professional

Relationship Communication -- Personal and Professional | Direct Marketing | Scoop.it
I started writing about communication and relationships yesterday on this blog. It mainly focused on why Relationship Management programs revolve usually around ...

Via Savanna Steele
Maggie Zhang's insight:

This article explained relationship from a different and interesting view – emotions. As the author mentioned in the article, complete and total honesty is one of the keys to build strong and long relationship. From the marketing perspective, being honesty is the first and most important step to create relationship with your customers. Emotion is an intangible and hard to understand factor which can change the relationship completely. Hence, when doing marketing approach, especially direct marketing, marketers should be more aware of their target audiences’ changing in order to approach them with the right method. 

 

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Finau Tuipulotu's comment, August 22, 2013 7:18 PM
Great article savanna! It all comes down to the importance of communications. I personally believe, from a marketer’s point of view that communications serves as a foundation for planning, organising, promoting motivation, and altering individual’s attitude (professional and personal). When businesses effectively communicates with consumers they establishe a strong relationship, this is where trust and loyalty is built. Consumers are more likely to return for a repeat purchase because they are loyal to a particular brand whereas if a brand fails to communicate effectively then its vice versa.
Anna Bairstow's comment, August 22, 2013 11:07 PM
Really good article Savanna, definately a different way of looking at communication. Dayal is right in saying that there is more to just simply constant, two-way communication between people, in order to build a solid, mutual relationship. But there is no doubt that the right kind of communication is essential when sparking a consumer's emotional response to a brand/product/service. Like Dayal says, honesty, sincerity, strong ethical boundaires, purpose, mutual respect and a combined vision are all valuable foundations of a relationship that marketers should keep in mind when building a brand and relationships with consumers.
Hendy Han's comment, September 26, 2013 11:46 PM
A great insight Maggie. It is important to see that relationship is a really strong medium to consumers. Honesty is what consumer expect of us. I highly agree with your insight that mention about being aware of our target audience, and building a better relationship with them.