Direct Marketing
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The Dilemma for Direct Marketing in a Social Media World

The Dilemma for Direct Marketing in a Social Media World | Direct Marketing | Scoop.it
In the age of social media, and marketing transparency, some direct marketing tactics seem completely out of place.
Rosaria Gordon's insight:

I found this article really interesting, especially because it touches on one of our previously discussed topics about the importance of fulfilling a consumers need to be treated as an individual. I also liked the insight the author had on the need for marketers using direct marketing to refine their tactics as the development of social media has created marketing transparency. Furthermore, I believe this means marketers will have to put more thought into finding ways to earn the respect and loyalty of consumers. Do you agree that social media has made it harder for marketers and brands to seem genuine to the consumer? 

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Erica George's comment, May 8, 2013 8:13 PM
I think that as social media has created marketing transparency, it allows more genuine branding to be more successful with consumers. I think this article is interesting as it touches on the fact that their is a fine line between coming off as creepy, and creating relationships by getting to know your consumers with social media.
Rochelle Rhodes's comment, May 8, 2013 10:17 PM
I think social media is a good touch point for an organisation to communicate their brand personality and attract consumers to find out more about a brand, but it probably isn't the best method to use for a primary customer relationship management tool. Since the market is flooded with advertising and social media, I think this is a good place to start with connecting to a consumer, but further, more personal methods will be needed to gain a relationship and customer loyalty.
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How NFC Could Revitalize Direct Marketing

How NFC Could Revitalize Direct Marketing | Direct Marketing | Scoop.it
Near field communication (NFC) is a relatively new technology that has the potential to revitalize the direct mail marketing sector.  It enables marketers to deliver content via an embedded NFC chip
Rosaria Gordon's insight:

I found this article very interesting as, as shown in the title it discusses an idea for revitalizing direct marketing. NFC allows marketers to bridge the physical and digital gap by enabling them to "deliver content through an embedded NFC chip that provides wireless comunication when a user touches a smartphone or mobile device to a piece of marketing collateral or brings the device into close proximity with a NFC tag." I believe NFC is an effective idea as it brings the content to the user simply by them bringing their device in close proximity with the tag, as apposed to the multiple steps it usually takes to find digital marketing content. This makes it easy for marketers to target all consumers and allows them to present brands with an up to date image while also delivering important content. Do you think NFC is an idea that will take off and benefit marketers and brands alike? 

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Rochelle Rhodes's comment, May 8, 2013 10:35 PM
I agree that this is a very innovate idea that will benefit marketers greatly, especially those who adopt into it early - giving them early knowledge of the tool as well as a competitive edge. Most brands today are adopting into the tech-savvy image and wanting to be ahead in the marketplace with up to date trends and technology while delivering valuable offers and collecting vital consumer insights. NFC is the perfect tool for doing just that.
Erica George's comment, May 9, 2013 1:29 AM
I think this tool will be very effective with early adopters and innovators, but later consumers will be very cautious. I can imagine less technology savvy people such as my parents having negative reactions to NFC. I think marketers must be careful with what brands they choose to associate NFC with or not, based on the target market.
Erica George's comment, May 9, 2013 1:29 AM
I think this tool will be very effective with early adopters and innovators, but later consumers will be very cautious. I can imagine less technology savvy people such as my parents having negative reactions to NFC. I think marketers must be careful with what brands they choose to associate NFC with or not, based on the target market.
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VWs Direct Mail Campaign Is Greater Than the Sum of Its Parts

VWs Direct Mail Campaign Is Greater Than the Sum of Its Parts | Direct Marketing | Scoop.it
The automaker teams with innovative photographer Carl Warner to demonstrate that theres more to the new Volkswagen Golf than meets the eye.
Rosaria Gordon's insight:

I found this article really interesting as it gives you a first hand look at the ways in which companies that are known for thinking outside the box, like VW use marketing to stand out from their competitors and attract customers. I believe this direct mail piece is incredibly succesful in enticing consumers to buy the new golf as it creates a point of difference and presents the car as exciting and a new adventure, instead of just a regular shot of the car that is seen in most advertisments and doesnt stand out from the rest. Do you agree that VW's approach is a succesful one, or do you think the extra effort was a waste of time and they should have just gone with a typical car advertisment? 

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Erica George's comment, May 8, 2013 8:20 PM
I think the direct mail approach is a good idea as the style suits the personality of VW, by showing that they think outside the square, are more creative then the competition. Also, typical car advertisements often attract a more limited target range, but this approach appeals to a more diverse target. Do you think this approach could be extended into other various forms of marketing communications? What would work best and what wouldnt?
Rochelle Rhodes's comment, May 8, 2013 10:26 PM
I agree that this was a really innovative and successful idea. It's much more creative and engaging than the typical advertisement you see on TV with every car typically 'gliding' smoothly along the road, portraying a sense of escape and comfort - which is repetitive and has all been seen before. This stands out and brings context to consumers, differentiating VW greatly, which is likely to result in more sales.