In this current age of many different possible channels for communicating a marketing message, often direct marketing isn't done well, and many marketers turn to mass media marketing channels. This article looks at direct mail, and how it works in the modern marketing mix. It talks about how direct mail is seen as irrelevant, but really, in the UK, direct mail can often provide a greater return of investment. Many consumers like the personal approach and find it intriguing. It would be interesting to see how this works in the NZ market, but I think this article raises great points about a channel that many see as dead, or irrelevant.
Neil Cooper explains why brand promoters and agencies should chose bold campaigns to those that are merely based on metrics
Victoria Sweeney's insight:
I thought that this was an interesting article, and it related very well to the fact that IMC needs creativity. This article states how often creativity can be watered down, because of the fear of failure, but also because some campaigns are over thought. The opinions of others can stifle creativity in marketing, and getting everyone to agree, can lead to the creative ideas being lost. In IMC it is important for marketers to be creative, as campaigns need to be attention grabbing, and arouse curiosity.
Before you rush out to waste your money and time in executing your next small business marketing campaign, you might want to take a deep breath.
Victoria Sweeney's insight:
This is a very useful article for small business owners, but also marketers. It poses some simple, yet very effective questions, that help to gain understanding over the effectiveness of marketing campaigns. It gives marketers a chance to reflect and to hopefully improve, by having taken a look at the outcomes of the previous campaign. It looks at setting goals or objectives also, which is an important part of creating a successful IMC campaign.
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