Direct marketing is described as: The business of selling products or services directly to the public, e.g., by mail order or telephone selling, rather than through retailers.
In previous articles, I have established reasons as to why print advertising, is not, and can never be dead. This article further emphasizes that by outlining the point that letterboxes are still continuing to be stuffed with direct mail marketing. According to this article, 6.5 in 10 people who receive direct marketing mail, make purchases or engage with the business. I found this to be true when reading through a perfume/cologne sale nearby, I found the pamphlet in my letterbox and went over to the sale the next day. It is easy, unobtrusive and highly effective.
This article also outlines that with certain topics, direct mail marketing is the preferred method of receiving information, such as: sensitive health information
Treatment for a specific condition
According to the easy to use infographic of this article, 34% of new customers choose business based on direct mail, which is more than the 25% who are contacted via email and 10% who utilize search engines. This article paints a picture on how effective direct marketing can actually be, initiating a call to action from the supporter.
Combine Twitter with print ads for an interactive effect SUMMARY: Combining social media such as Twitter with a traditional medium such as print makes for an effective combination, Patrick Himes writes. Print advertising is underrated despite its "tangibility, credibility, branding, target marketing, and engagement level," he writes, and combining it with Twitter creates cross-promotional activities that can be bolstered with special offers and discounts. Also, using QR codes on print ads to connect to Twitter allows for two-way interaction, Himes adds.
Kamal Sunker's insight:
As outlined in the Week 7 Lecture, it is important to identify the channels, of which ones business uses to engage with its customers or potential customers. This article outlines the importance of using the old and new mediums to communicate with one’s audience.
There are many channels available out our disposal as marketers, but the key to gaining the full effect of our marketing strategy/campaign is to identify the right channel based on our audience. This article outlines the need to mix old communication channels (print) with new communication channels (digital media). This article is insightful in the sense that it presented me with a realization, that businesses are mistaken if they feel that they can prosper without the need for a twitter presence. Twitter tends to be hyper active and less permanent compared to Facebook, however twitter does provide an ability to reach out to customers directly and in a timely manner.
The article also outlines the current relevance of print advertising and points out that is has its advantages over digital counterparts. Such as the fact that fewer business are using print, means that should our brand use print, we will have more exposure.
This article also points out that cross promotion over print AND digital would be the ideal way to reach ones audience. By posting about the print advertising by using sites such as twitter, it provides customers with a call to action and incentivises them with potential ‘prizes’ such as discounts, recognition or insider deals and rewards.
I found this article to be extremely relevant and insightful especially in outlining the steps that one can take to combine digital and print media.
Although traditional marketing and advertising campaigns are still effective, many programs and companies are now relying on digital marketing tools and approaches to implement their marketing strategies. In the vast digital realm, it can sometimes be difficult to identify which program, tool, network or approach to leverage to meet your objective. Marketers sometimes feel that they have to do it all or risk losing out on an opportunity, but marketing is about finding the right strategy and the right approach to reaching brand objectives and this concept has even more weight when it comes to digital marketing.
So in the digital space, which must-have marketing tools do organizations need for a successful digital marketing strategy?
Web Analytic Tools Analytic tools, like Google Analytics can provide valuable insight into the success of your digital marketing campaigns. From tracking the click-through rate (CTR) of a digital ad campaign to monitoring website traffic, using web analytic tools to keep track of your numbers helps you identify what works and what doesn’t. Compared to more traditional, non-measurable types of marketing, campaigns that have tracking ability can deliver better reporting structures that help marketers hone in on where to focus their efforts. In the world of web analytics, more integrated solutions are now being offered, such as Optify, Hubspot, Acton to name a few, allowing for an integrated approach to measuring the effectiveness of your digital initiatives. A word of caution here: Tracking and analytic tools doesn’t necessarily achieve more effective results! Strategy and creative still play the most significant role in achieving objectives.
Email Marketing Email is still one of the most efficient and effective ways to engage your customers and prospects – if you use the tool in a creative or informative way. When it comes to attracting new clients and maintaining great relationships with exiting ones, email marketing campaigns can be very effective. Companies can take advantage of email campaign managers like Mailchimp and Campaign Monitor for their easy-to-use editing features and subscriber management tools to help them stay connected with customers and deliver campaigns like newsletters and promotional blasts. More recently, inbound marketing is more utilized as a term and a tactic. Rather than just pushing information out, the more effective strategies that push information out with an intent of initiating engagement onto your website, with the ability not only to track open and click through rates, but also to evaluate where potential customers go… and to capture their information.
Digital Advertising Now more than ever people are spending more time online and on social media networks, either on their computers or their mobile devices. Digital advertising is a way for companies to reach more consumers and get measurable results. However, with the onslaught of so many digital ads, all with the new trinkets, bells and whistles, internet browsers are getting wary. Impressions still matter when assessing digital properties. The beauty of digital advertising still remains its targeting flexibility. With many digital spaces, as with Facebook ads, companies can target specific locations, interests(psychographics) and consumers with more precision than traditional advertising could ever offer. You can slice and dice niche markets to the minutia. Again, I have to say, the ability to achieve the performance you set is based on your strategy, creative and execution.
Social Media This one is obvious – you can’t ignore the giant marketing prowess of social media. With a vast variety of tools and promotional possibilities, social media has emerged as arguably the most powerful marketing tool in today’s digital universe. From Facebook, to Twitter, LinkedIn and Pinterest, the social media giants offer companies a valuable and effective way to reach consumers on a more relatable, engaging and exclusive level – with the ability to track and measure all efforts. Many companies are just starting to explore the digital marketing possibilities available to them and shifting from traditional to digital campaigns. I would add a word of caution here, to approach marketing as it always has been approached, integrating parts of all channels to make a better whole. It goes without saying that Digital Marketing is one area that cannot be ignored – digital is where the customers are and where the future of marketing is evolving and as marketers it’s important to own that space.
There will always be a place for traditional marketing as it one of those things that we can never do away with, such as the wheel, similarly, ways of approaching the wheel may change, such as adding it to a car, adding tyres for durability and making it lighter to increase performance. Traditional marketing and advertising will always be around and be effective, however this article outlines that companies are changing and it is important digital marketing tools and approaches to implement marketing strategies and the tools needed to do so.
There are digital tools needed to remain relevant in this digital era and to effectively reach the target audience and potential new stakeholders. Some tools that are identified in this article are: Web Analytic Tools, such as Google analytics which provides feedback and statistics of digital marketing campaigns which could prove to be a valuable tool in knowing whether the campaign is working or not.
E-mail Marketing, one of the older forms of digital marketing and one of the more efficient and effective ways engage prospective customers and clients. By utilizing a database, businesses are able to talk to their previous and new (subscribed) clients directly.
Digital Advertising, with millions of people on the web at any given time, digital advertising could prove to be an extremely valuable tool for businesses, however, no matter where you go on the net there is a pop up and due to the frequency of occurrence, not many people online will pay attention to what is presented to them.
Social Media Hundreds of millions of people are on sites like Facebook, Twitter, linkedin etc and most of these sites provide a comprehensive advertising scheme, such as creating a page on facebook to promote your company and then advertising on the website.
This article continues to state that this is a relatively new medium and the possibilities of digital marketing are still being discovered. This ties in quite well with the theme of week 6, creative strategy. By using Wallas’ creative process model, this provides the framework to invent and implement new strategies specifically to the digital world and digital marketing. Bearing in mind that this form of advertising is relatively new - it is fair to say that the most effective digital campaign has still yet to be created.
Engaging customers online requires more than just being on the same social networks they are on. You first need to determine what your goals are for social media, how to measure the success of those goals, what tactics to use in your plan, and how to execute that plan. In other words, you need a strategy.
Click on the link for the complete infographic, including details on what options are available in terms of social media platforms, the different values of each, and how they relate to your potential needs.
Additionally, learn about how well they perform with regard to the 4 defined steps in developing a effective social media plan of action, which are:
Define your goalsDefine your metricsDecide on tacticsExecute a successful strategy
So, for those getting started, or anyone who may be re-evaluating an existing social media strategy, check out this infographic that helps inform, organize and achieve online social media goals.
According to Week 7 lecture, it is important to develop a media plan, by analysing the market, establishing media objectives, developing/implementing media strategy and evaluating the performance and effectiveness of the plan. This article also uses 4 similar steps to develop a strategy specifically for social media. It also outlines as to why engaging a customer online requires more than just being on the same type of social networks as the customer. We first need to determine the goals and devise tactics to use in our media plan, then execute the plan. The author describes this as strategy. The 4 steps that are outlined are: Define your goals, what are we trying to gain with our media efforts Defining metrics, what will measure the success of the strategy Deciding on tactics, what actions can help us as marketers reaching our goals Execution, measuring success.
I found this article to be quite informative and relevant due to the ease of which it portrays the framework of developing a social media strategy. In this day and age it is important to stay relevant with one’s audience and future consumers and the 4 steps outlined in this article help to ensure that we as marketers devise the correct plan for our respectively ideal outcomes.
The urgent need for risk-taking and creativity in marketing I recently attended Seth Godin's presentation around his new book, the The Icarus Deceptio. Marketing topic(s):Brand development. Advice by Danyl Bosomworth.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.