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Social Media as a Direct Marketing Channel

Social Media as a Direct Marketing Channel | IMC Direct Marketing | Scoop.it
The old techniques meet the new technology.
Nandy Lihandra's insight:

This article provided a great insight of how social media is now used as a direct marketing channel. You can see that when you're on social media websites such as Facebook and Twitter, frequently they will have advertisements for different brands and products on the side. This to me is an effective way of direct marketing, as people spend a large amount of time on social media websites. This article mentions that social media has a strong connection with email marketing. It states that "email is an integral part of social media, as it relied upon to keep members informed about the latest news and updates." This is true. When we think about it, Facebook and Twitter has a lot of our details - from our full name, email, birthday, etc. Within any companies, marketers will always have a targeted group of consumers. This might be based on their gender, their age, or even the things they post up on social media. This is how marketers obtain information about their consumers. Once they have their group of people, they might send out a weekly or up to monthly emails. Email marketing and social media are similar channels and according to the article, they are the top two areas of investment in 2009. Therefore, it is a commonly used channel for many marketers as it brings in massive growth for their companies.

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Kavish Lal's curator insight, May 15, 2014 6:16 AM


The articles provides valuable insights as to how social media is used as a direct marketing channel to reach a wider range of potential consumers. Direct marketing, also known as response marketing, is an effective way of connecting and communicate with consumers in a way that will help improve information on the target audience. A survey done by StrongMail shows that social media has a strong connection with email marketing. It mentions that email is an integral part of social media, and it keeps members of social media
informed about the latest news and updates. Social media is a great way to obtain information on potential target markets due to the sheer amount of information posted on these websites. Marketers gain information on their consumers through these media platforms, these can then lead to valuable consumer insights simply by their shared interests. This enables marketers to direct their campaigns to a targeted group of consumers. And once this information is gathered, the integration of two channels such as Facebook and email systems give marketers a more complete view of their customer and how to market their brand. Due to the amount of personal information disclosed by members of social media platforms, marketers are able to use these systems to create direct marketing campaigns to a specifically targeted consumer base.

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How NFC Could Revitalize Direct Marketing - AlleyWatch

How NFC Could Revitalize Direct Marketing - AlleyWatch | IMC Direct Marketing | Scoop.it
Although NFC technology has been around since the 1980s and marketers are increasingly using it today, the technology was slower to catch on in marketing than QR code technology. QR codes, which are 2-dimensional ...

Via Paulo Gervasio
Nandy Lihandra's insight:

This is a great article for direct marketing. Direct marketing today is not only done through television, direct mail, radio, magazines, etc. It is also done through the internet and as mentioned in this article, through NFC. Technology today plays such a big part in direct marketing. Many people have been using QR codes nowadays as you can find them in almost every poster, product tags and such. This article shows that NFC has actually been around for a while, but no one has really instigated to use it. The use of NFC today could revolutionize direct marketing. Consumers love simplicity and being able to access things in a click of a finger. NFC does just that. This gives people a chance to look at things from their smartphones and purchase things at the comfort of their own home. It is good for marketers to bring in this tool at an early stage, as it gives them a chance to develop analytics around the technology and be ahead of their competitors. The only downside to this I feel is that the consumer would have to directly touch their smartphones to the collateral, which is a bit of an inconvenience.

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Nick Moxon's curator insight, May 9, 2013 9:55 PM

The main idea that I took out of this article is to "bridge the physical and digital gap" which is where the majority of current marketing initiatives are arising from. NFC is a new emerging technology and a great opportunity’s to appeal directly to their customers in a fast cost effective manner.

Paulo Gervasio's comment, May 9, 2013 10:18 PM
NFC currently has a big issue and that is its not yet universal, People with iPhones (a big chunk of the market) do not have it (NFC). Also you spend extra (a few cents) per letter vs. $ 0.00 for QR Codes which are printed in the collateral together with your message. Eventually Apple will turn around and support NFC but even then, I believe QR Code or NFC does not matter in mailed collaterals, the most important thing is a compelling message that will spur your prospect to Tap or scan, the few extra steps will not matter. It was true that with QR Codes and now NFC people scan or tap just to see if it works and it may have lead to a few items sold but the novelty will wear out sooner or later.
Alexis-ellen Day's curator insight, May 13, 2013 12:55 AM

This articles really does describe the different ways of communicating to consumers directly. with modern technology developing as fast as it does it is really hard to keep up. This is where many businesses may fall behind. what reammy makes NFC so effective is it really does call to action and act on it with the consumer. this is what direct maketing is really about.

 

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Direct marketing and employees as brand ambassadors using LinkedIn | Public relations and managing reputation

Direct marketing and employees as brand ambassadors using LinkedIn | Public relations and managing reputation | IMC Direct Marketing | Scoop.it
The marketing power of LinkedIn is driven by its customised databases, 3rd party credibility, employees’ profiles and thought leadership promotional capacity.
Nandy Lihandra's insight:

The Internet today is a massive part of direct marketing. With the Internet, it doesn't matter where you are, it gives people access to just about anything and everything they want to look at. Because of the Internet, it has boosted the growth of direct marketing. "The convenience of shopping through catalogs or on a company's website and placing orders by phone or online has become very appealing to many consumers" (Belch & Belch, 2012). One website that has been a popular tool for organisations/companies is LinkedIn. This website is a popularly used site for professional networking. Companies can create their profiles and include information about their companies. They could also update statuses that others, such as their own employees, could share with their friends on their individual LinkedIn profiles. This article mentions that LinkedIn has "a four times better conversion rate of visitors-to-leads than Twitter or Facebook." This shows how influential LinkedIn is in terms of how the information they share attract consumers, which then leads to these consumers sharing with their friends and also getting hooked on to that brand themselves. People purchase certain brands from recommendations through word of mouth and as well as the Internet. If a lot of people are sharing about a certain company, it will boost the company's profile as when people search on Google, the company that is talked about a lot would most likely be shown on the top search results. This article shows that LinkedIn is a great tool for companies to get their brands out there.

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