IMC - Milestone Two
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Rescooped by Blake Holmes from Direct Marketing and Consumer Engagement
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Infographic: Are You in a Committed Relationship with Your Customers? - Direct Marketing News

Infographic: Are You in a Committed Relationship with Your Customers? - Direct Marketing News | IMC - Milestone Two | Scoop.it
Direct Marketing News
Infographic: Are You in a Committed Relationship with Your Customers?
Direct Marketing News
Acquisition and retention aren't the only marketing opposites that attract.

Via Sian Arthur
Blake Holmes's insight:

Week 8 - Direct Marketing and Consumer Engagement

 

This article is brief yet beneficial as it discusses the importance of the business-consumer relationship, and how many businesses fall short of forming and nurturing these relationships. The article discusses the idea that many business focus primarily on acquisition of new customers, yet fall short due to lack of focus on customer retention. It is this retention that is so crucial to a business as repeat customers means continued profits and longevity in a business existence. If business focus primarily on attracting new customers, yet fail to inspire these customers to remain loyal to a brand, a consumer is likely to search for a brand that is more in touch with its customers and responsive to their needs. Overall a great article that stresses the importance of retaining customers through direct marketing. 

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Matthias Röse's comment, September 26, 2013 6:35 PM
I enjoyed studying the infographic with its very interesting data. I was surprised that so few companies include customer retention in their marketing plans although 70% of marketers agree that it is cheaper to retain than to acquire new customers. I agree with Josh Leuenberger who states that fostering the relations to former customers is important to make them buy again and that recommendations by them are more valuable than many marketing campaigns. Recommendations lead to new customers. For example companies by incentivizing recommendations retain former customers AND gain new ones and thus kill two birds with one stone. The article is good make everyone aware of the importance of retaining customers that many forget about.
Enele Westerlund's comment, September 26, 2013 7:37 PM
Blake, I agree that DM does encourage repeat customers and, as the article says, too many companies focus too much on obtaining new customers they may be losing out on retaining their current ones. Relationship marketing is definitely a very important, and underrated method.
Calvin Henton's comment, September 26, 2013 9:04 PM
As many companies, customer loyalty is important and making sure that the relationship between the two are maintain but to my surprise a lot of companies seem to lack in keeping its consumer retention. Retention is important to the company as it provides profit and long term connection with the company.
Rescooped by Blake Holmes from The power of ideas; integration across all media
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New Media Knowledge - The power of integration

New Media Knowledge - The power of integration | IMC - Milestone Two | Scoop.it
'We developed a great concept for TV which has to work across all media channels' would be the brand manager's cry. In theory, this sounds like a great idea. In practice, however, many studies have shown that new creative ...

Via Sam Shen
Blake Holmes's insight:

Week 7 - The Power of Ideas; Integration Across Media. 

 

Due to consumers nowadays having the power to research products for themselves, and to do so across a variety of different media, integration is becoming increasing prevalent and necessary for marketers. Brands are now looking to increase brand value through factors such as increasing retention and brand loyalty. This means that integration and having a consistent message across all forms of media is very important. 

 

This article was really interesting to read as it was very indepth and covered alot of relevant concepts including the future of integration. The article identifies integration as 'essentially creating core creative ideas that can be adapted across every medium', and is a concept that is very important in marketing. 

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Hendy Han's comment, September 26, 2013 7:13 PM
Another great find Levi. It give me a much clearer idea how integration could give a significant effect on brand value. It give me a better understanding, that integration is a critical point to create a better marketing program. Putting an non-integrated and stand alone marketing program will create a less focused IMC of the brand.
Enele Westerlund's comment, September 26, 2013 7:30 PM
Blake, very true that consumers have the power to find out about any product they require. Creating a planned and consistent integration definitely allows for brand loyalty to grow. The article is definitely a detailed one. With It would be very easy for a consumer to shift in brand loyalty if they do not have a resounding reason to be loyal to the brand. Integration here really does build up from the core and allows consumers to engage across multiple platforms.
Calvin Henton's comment, September 26, 2013 9:11 PM
Interesting article as it gives an understanding of how integration is important to connect with all media channels and obtain an effective brand value to increase retention and consumer loyalty.
Rescooped by Blake Holmes from Creating an effective communication mix. Measuring results against objectives.
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Writing A Great Social Media Marketing Plan - Business 2 Community

Writing A Great Social Media Marketing Plan - Business 2 Community | IMC - Milestone Two | Scoop.it

Via Tyler
Blake Holmes's insight:

Week 6 - Communication Mix

 

This article was valuable in its discussion of the role of a marketing plan that successfully sets goals, measures results, and tracks performance. The article looks primarily at social media marketing as a tool to communicate with consumers, and to measure marketing outreach and impact. It describes social media marketing as an imperfect plan initially, but one that will evolve as a business does.Overall the article was relevant to the content from week six in its discussion of communication and the use of social media which is becoming increasingly prevalent in todays society. 

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Calvin Henton's comment, September 26, 2013 9:17 PM
Social media is an interesting topic and with the three process of social media marketing would help evaluate your plans in order to improve your marketing plans. No social media marketing plan is perfect but there is always room for improvement and using the three process would enhance your marketing plans and be effective.
Ahmed Salman's comment, September 26, 2013 9:42 PM
I agree with your insight shay. i agree that Creating a effective marketing plan can be a very hard task at times and is crucial in order of how well your business can do.
Reece Gorinski's curator insight, March 24, 2014 6:58 PM

A social marketing plan can be a very hard task from some people. It is important to follow the steps with your brand and have a structured process. It is important that you plan well and have objectives on how you are going to achieve that goal. If you follow these processes then this can help create an error free plan.

Rescooped by Blake Holmes from Direct marketing and consumer engagement
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | IMC - Milestone Two | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Tyler
Blake Holmes's insight:

Week 8 - Direct Marketing and Consumer Engagement

 

This article was great and covered the idea of direct marketing through social media. Essentially, the article discusses how social media is a very effective tool for direct marketing and consumer engagement which allows a company to communicate with, and to gather ideas from their target market. Also direct marketing tools such as this can develop emotional bonds with consumers to grow the value of a customer base. 

 

Ultimately direct marketing, for its 'direct' nature, is the most efficient means of communicating with consumers and making the communicative process one that is mutually shared and dynamic. consumers and business that can enjoy direct communication using tools such as social media tend to prosper and have a better business-consumer relationship.

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Enele Westerlund's comment, September 26, 2013 7:44 PM
Blake, DM's definitely efficient because of it's direct nature. It does exactly what it is meant to do. The article was an interesting read and it is true that direct marketing may also help to strengthen a relationship between a product/company and a consumer.
Calvin Henton's comment, September 26, 2013 9:24 PM
Direct marketing tools is very effective and through social media it is a way of engaging companies and consumers to communicate and gather information that would help reach the target audience. It is also a source of bond between your target consumers and the product.
Linda Allen's curator insight, September 27, 2013 9:07 AM

Social media and Direct Marketing--a great marriage.

Rescooped by Blake Holmes from Communication-mix-AUT
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What Is a Marketing Communication Mix?

What Is a Marketing Communication Mix? | IMC - Milestone Two | Scoop.it
Companies that sell products or services use some or all of the components of a marketing and communications mix, also called a promotional mix. These include advertising, personal sales, sales promotions, public relations and direct marketing.

Via Bùi Nghĩa Dũng
Blake Holmes's insight:

Week 6 - Communication Mix

 

A marketing communication mix, also called a promotional mix, includes advertising, personal sales, sales promotions, public relations and direct marketing, and involves a companies efforts to communicate with consumers. This article although brief, was beneficial to gain basic insight into a marketing communication mix and why it is relevant to a company. The public relations element of this mix is significant as it involves the recurring idea of social media being a very uselful tool to achieve this. Overall this article describes the components of a communication mix well and was helpful to further my understanding of both this concept and of the content covered in class.

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Enele Westerlund's comment, September 26, 2013 7:20 PM
Blake, I definitely think PR is extremely important. The article does outline the major components of a comm. mix.
Zachary Woods's comment, September 26, 2013 9:47 PM
Blake I feel this article was beneficial in providing an overview of the marketing communication mix and its components. I agree that the public relations element of the mix is significant as well.
Vic Methven's comment, September 26, 2013 10:00 PM
Hey Chontelle, I enjoyed reading the article and your summary of it. I agree that creating a mix needs to be done effectively in order achieve the goals the company is aiming for. Direct marketing has got the potential to be effective but can be costly and annoying to consumers (i.e. your example of telephone calls during dinner). I agree that this article helped simplify crucial components in the marketing mix and how they are useful