This Article States advantages of using the direct marketing method. I found the first sentence very agreeable "Direct marketing exploits the growth in new technology, and can create a completely new distribution channel direct to the customer or end user." as I have recently started a clothing line and the method of sales/distirbution is direct marketing via - Facebook, SMS, Twitter, Email etc and the people that purchase the items seem very happy as the process is quick between Q&A's and its enables me to know exactly how the consumer reacts to whatever we state or provide (Instant Direct Feedback). Also one of the points are "Relationship Building", This is a huge advantage as most small businesses use direct marketing the need for building loyal relationships with new consumers are vital and works effectively through direct marketing.
"1. Listen - Conversation Mining Get online and listen to what is being said. What do people think about you and your brand? What are their points of views? Who are key people who influence others and which ones should you cooperate with? What are the various topics? Is the tone of the conversation heated? Do people favor one point of view over the other, or is it mixed?
2. Identify Goals and Objectives You should now be in a better position to establish your goals now that you have had a chance to "listen" to your audience. Some goals might be to drive a certain amount of traffic to your website. Or you want to increase the number of followers by 15 percent in six months. Maybe you just want to extend you brand presence on the social web.
3. Develop Your Plan and Time Your Content Map out your approach to delivering content to your audience. Will you reach out and leverage Influentials? Will you provide free material or samples? How will it be delivered? You may have products that are environmentally friendly. Will you moderate and lead a conversation about environmental issues? There are many creative ways to approach your audience. Be innovative.
4. Develop Your Content Next, develop the content you have outlined from your timeline. This timeline will help you know what order to start building your content. This is where you really need to understand your audience and your brand. You must be highly creative and much of what you say within social media channels should sound like your brand.
5. Engage - Implement Your Plan Armed with smart objectives, a solid timeline, great content, and the right social media sites you are now ready to post your content. Engage in the conversation and express your point of view. Remember to keep to your schedule and be constituent. Have the resources on hand to respond to comments and feedback so you can keep the conversation going. This is not an "if you build it they will come" type of scenario. You have to keep at it.
6. Measuring Success As you know, the ability to measure the effectiveness of marketing activities is imperative to any company's marketing strategy. Social media marketing isn't as easy to measure as other online channels but it can be done. If you identified your success metrics in step No. 2, then you're already ahead of the game."
This Article "6 Steps in Developing a Social Media Strategy" teaches about 6 main steps to a successful and creative media/channel strategy to connect with consumers.
1.Listen - Conversation Mining : Seek for consumer responses of how they think towards your brand, What was the effective and non-effective strategies previously used, Any negative feedback or hate towards your brand? what can you do better, how to approach situations in a better manner? etc. Also discover the Influential's who are the trend setters as well as the drivers of the conversations.
2.Identidy Goals and Objective : After analyzing you're your 1st step, Set goals to improve your company and set objectives for your company as well as yourself. The article gives you a 90 to 10 ratio to promote yourself as 10% and 90% providing valuable content to consumers.
3.Develop Your Plan and Time Your Content : Discover what you will provide to the consumers, Calculate the time frame of release, eg. Create abit of hype for 12months before release etc then choose which platforms you will use to distribute.
4.Develop Your Content : Develop your brand image, name and what you want to get across to the consumers.
5.engange - Implement Your Plan : Turn your Theory into practical however, you must stick to your timeline plan. Receive feedback and respond to comments etc.
6.Measuring Success : Popularity levels, Are the responses as expected?, Where is the feedback coming from? and are the consumers engaging to your promotions the consumers your targeting?
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 ...
This article was very interesting and was perfect for me because I have just launched a new clothing line. These 4simple steps 1. Figure out your desired target market for your offering and potential methods that will be used to attract them. 2. Figure out your communication channel that will be used to communicate with the target market. 3. Figure out the estimated cost to market the campaign, especially if the business is small. 4.Measure your outcome and observe if your investment was worth the cost. Use various methods such as, Response's or Feedback surveys. have been explained so simply and easily understandable. The article suggests that if you follow these four steps then the marketing communication mix will be successful.
This article is about Emotion and the effects that emotion has on a consumer's purchasing behaviour and decision making process in a consumer's perspective. It has several interesting facts about emotion and which part of the body reacts they way it does to influence a consumers response to a brand or an advertisement. However the two facts that stood out most for me was that "Studies show that positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments which are based on a brand’s attributes.", along with " as well as " A brand is nothing more than a mental representation of a product in the consumer’s mind". In my view these two factors interact with each other to produce a positive outcome towards a consumer and a brand. Exmample: I exercise atleast once every day of the week, Nikes advertisement for its trending Free Run running sneakers catch my attention instantly as the advertisement indicates its for gym, many of my friends have it and I have some pairs which indicate that it is sociably acceptable as well as knowing its convenient and the quality is very good. Through this emotional response I am a Loyal Nike Customer.
This article "How to build a strong brand" shows the basics on how to build a strong brand and to maintain that brand with consistency till it reaches success. Brand identity is where it all starts and needs to be thought through carefully as this is what and how consumers will think(slogan)/remember(quality)/see(logo) the brand, so the more effective these attributes to a brand the more it will standout between competition.
Then comes the "Brand Strategy", which is the "... central unifying idea around which all behaviour, actions and communications are aligned..." Like the other steps, this has to maintain consistent as the brand expands, also the company as a group must agree with the strategy in order to be successful. Personally I think this part of the article was very vague as it positions consumers to bring competitive edge and "sets forth the creative, social and moral steps that the brand will take to create the customers that will drive the business forward."( http://tenayagroup.com/blog/2008/10/03/how-to-define-brand-strategy/ )
Last Step is "Branding" and I agree that this is the final step as the brand launches. During this step more potential Customers will encounter the brand and it will distinguish how they feel/see/remember the brand. There are several ways the promotion part of branding is stated in the article such as, Social Media, Promotions, Giveaways etc and these lead to customer loyalty which I personally agree with as I am a customer to many goods and services myself. However If branding is not held consistent for example, Advertisements of ADIDAS are shown through several sources while NIKE adverts are constantly shown on those sources then most potential consumers will purchase NIKE rather than Adidas as they are more Non loyal Consumers than Loyal consumers who are motivated to seek and go the extra mile.
Direct Media is very important and this article provides results from real responses by consumers that have previously engaged with companies. I found all social media advice points very true and interesting as I can imply this to my own clothing line and seek for results myself. The results from the article also show that majority of the Reponses are negative feedback as consumers demand more which the company should already be providing the demanded request. Also the article states that majority of small businesses use the Direct Mail, Emails and post cards etc to communicate with brands. However, at this point I see that developing your social media can result in a better result than Direct Mail, Emails or post cards as Social Media includes an experience as well as convenience with joy but most importantly, its constantly growing in users! Old and/or Young! and its free. This is a perfect Direct Media promotional channels for small businesses.
The impact of social media in the digital bazaar is undeniable. Consumers now demand more transparency, authenticity and engagement from their brands, and the businesses smart enough to pay attention are happy to oblige. But, for many businesses both large and small, a communication disconnect exists between executive leadership in the C-Suite and their customers. Many companies typically turn to focus groups, surveys, and customer satisfaction analyses to understand their audience, but stop there. While all of these techniques remain part of the marketing mix, the communication gap remains.
In today’s social world, CEOs, CMOs, CIOs and senior management must become aware of the many reasons for joining social networks. According to a study by Brandfog, consumers and employees hold company leaders who engage through social media in high regard.
The survey found that executives who engage their customers through social media can increase the company’s brand profile, instill confidence in their leadership team and build greater trust, loyalty, and purchase intent for customers. In fact, 82 percent of survey respondents stated that they were more likely to trust a company whose CEO and leadership team engaged on social media.
A communication gap remains between the executive leadership in the C-Suite (refer to a corporation's most important senior executive) and the consumers. Recent times, These executives must understand the reasoning for joining social networks because most people in the world today use social networks to search, connect and engage. The article stated "82 percent of survey respondents stated that they were more likely to trust a company whose CEO and leadership team engaged on social media." and a perfect example is Sean Diddy Combs also known as Puff Daddy(Diddy) who owns CIROC the alcohol brand and uses his personal Instagram page to engage with his target market also through other celebrities and enabling #HASHTAGS to make normal consumers feel as if they are in the spotlight. From this article I have realised that, Social Media is definitely one of the strongest tools to gain trust, loyalty and is also a tool that enables a company to engage with their consumers.
Even though the Promotional program is a very crucial part of determining the success of a business, it has to be in line with marketing objectives in order to budget how much is available to spend etc. As stated above, Accurately calculating the cost is every crucial as it will determine a profit, breakeven or loss and from personal experience I know a few friends, when they first started their clothing label they miscalculated the costs and ended up with a minor loss when a profit was expected. The important factors considering methods: Advertising, Marketing, Collateral, Promotional Activities, Public Speaking and Conferences, Publications and Media Relation campaign. Research has to be thoroughly done to achieve a efficient and balanced Promotional Program and the article also suggests that factors such knowing your Target market, How your Competition Communicates and acts with the market, Always considering your consumers perspective before making decisions as well as methods of advertising eg. Newspapers, Social Media, Internet and emails etc. These factors also lead to promotions, such as sales or bundle sales etc. Overall, A specific objective must be placed in order to guide the business towards a goal.
Samsung and Yahoo both extremely well established brands have teamed up to develop an even more successful offer. They have created a product with two very easily adaptable but yet new to the market. I think this was a very wise choice as it provides convenience as well as futuristic values that set a high class vibe.
Results from this offer: More diverse communication methods for both brands, cost less while they potentially reach more viewers/consumers and both brands specialise on their own fields resulting in a high quality offer that extracts them from competitors. However, many consumer may dislike this idea as the price may be out of their range, very stubborn and discomforted to change or even due to the fact that their loyalty lays to another brand.
This article represents a perfect method of Integrated Marketing Communication as these two major brands have joined to produce two different offers into one combining completely different abilities while when the consumer receives the product, they receive it in 1 perfect smart television.
Brands that don't understand online behavior engage with consumers at the worst times. Here's when customers are ready to shop and how to best connect with them.
Brands live and die by their ability to understand and target consumer behaviors. When digital marketing strategies align with consumer online shopping behaviors, it's a major accomplishment for brands eager to capture their share of the digital marketplace.
The catch is that marketers often base digital spend on assumptions and perceived consumer behavior rather than the actual ways consumers interact with brands online. As a result, investments designed to improve consumer engagement -- email promotions, social media interactions, mobile spend -- frequently miss the mark, compromising the brand's ability to connect with the right consumers at the right times.
The misalignment of brands and consumers is even more relevant during the holiday shopping season. For instance, a recent study showed that half of consumers are influenced by social media when making online purchases, but only 8 percent of Facebook campaigns and 4 percent of Twitter campaigns focus on money-saving promotions. Unless big brands effectively calibrate their marketing strategies to align with actual consumer behaviors, it's unlikely that they will be able to achieve holiday sales targets -- not to mention sales goals for the rest of the year.
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This Article Explains in 4 simple steps on how to improve consumer engagement. It contains facts on consumer attitudes towards consumption to back up the tips given in throughout the article, for example: "Sixty-two percent of mobile users have used smartphones and other devices to compare online prices to in-store prices". I agree that companies and businesses need to adapt to the evolving technology such as android or I-phone cell phones which also involves social media. The improvement tips include; Start early, Segment your audience, Consider timing, Leverage mobile. I felt I could relate to Leverage mobile at a personal level due to the high mobile usage in the market. For example: ASOS, TRADEME and ANZ bank apps have provided easy access as well as improving my decision making. Over all I believe Businesses/companies need to engage at the consumers level of convenience and attitude towards consumption while adapting and accepting the evolving technology.
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