IMC Week 6 - 8
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Week 8 - 8 Direct Mail & Social Media Marketing Mistakes Your Small Business Are Making

Week 8 - 8 Direct Mail & Social Media Marketing Mistakes Your Small Business Are Making | IMC Week 6 - 8 | Scoop.it

I reviewed a well-known shared direct mail package recently and came up with these 8 suggestions that will help out every small business.

Anna Shen's insight:

This article talks about tips in combining social media and direct mail for small businesses. As we all know, social media has become entrenched in our lives. It also provides affordable cheap ways to advertise businesses. On the other hand, direct mail is popular but it can be costly. So by combining the two together we can see the many benefits of reaching a wide range of consumers as well as the ideal low cost of advertising it. This article provides tips in how effective we can use these tools together to create and even more effective tool for small businesses.  I enjoyed reading this article as it provided many examples of different businesses that have not adapted or can improve their business through social media when using direct mail. 

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Melika Trott's comment, September 27, 2013 12:06 AM
I agree with German, its the simple things such as not putting the company website on flyers and hard copies of peomotional documents. This is especially important in New Zealand as you say because most of our business are reasonable small and unheard of.
Patrick Wong's curator insight, March 11, 2014 11:04 PM

what a great article explaining the little mistake the small businesses are making with direct mail and social media. often are about not having sufficient information on your social media/ your company is hard to find which make it hard for customers to have an efficient communication with the small business. Small business need to watch out this every little things because they are what make the business to have a good integrated marketing communication. 

Lili Wang's curator insight, May 15, 2014 5:42 PM

This was an interesting article to read as it clearly stated why some small busnesses are not succeeding in their industry as it talked about the factors that is holding them back.  Small businesses need to watch out little things because they are the core knowledge to ways that the company can improve on in the IMC process

 

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Week 6 - Developing Effective Marketing Communication Mix | eHow

Week 6 - Developing Effective Marketing Communication Mix | eHow | IMC Week 6 - 8 | Scoop.it
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.

Via Erica George, jaklinissaeva, zzz, Somerville Communications UK SMB
Anna Shen's insight:

This article also list a few points about effective communication mix. This article can be  combined with “developing effective marketing communication mix” article in gaining a basic idea in how to create a better communication mix.

 

This article has outlined a clear step by step process. I agree that the marketing plan has to be tailored for each organisation as an individualized plan will ensure potential maximum success. I believe that all of the 5 points provided are important to an organization. The 5 steps as follows, identifying your target audience is important because it decides what communication channel techniques so that we are able to reach customers. Creating key messages is a very important key point because you need to get the brands message to be able to communicate to the audiences. Identifying your apertures presents opportunities/openings you can use and target your audience segments. Then you move onto writing the plan, this is the process where it helps execute the previous steps decisions, this also helps to provide a guideline in how effective the communication mix is. In this step you have to make sure your objective is realistic. The last point is to identify your tactics. This means aligning strategies and apertures that best meet your objectives.

 

This article provides easy to understand guidelines as it provides examples.

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Elaine Li's comment, September 27, 2013 1:07 AM
Great insight. I think this is a great article in relation to our week 6 coursework because it gives a great develop on how to set up an effective communication mix. In order to implement a good strategy through the marketing promotional mix, there are five steps listed:
1. Identify your target audiences
2. Create your key message points
3. Identify your apertures
4. Write your plan
5. Identify your tactics.
As long as you follow these steps, marketing communication mix will not be a problem to your business anymore.
Swati Tiwary's curator insight, October 2, 2013 9:48 AM
This article outlines the importance of developing an effective marketing communication mix. effective communication with consumers is vital for any business. This part comes under the promotion part of the marketing plan. It is important to have a variety of communication techniques as the target audience for every product is diverse. This articles states 6 ways of developing a good communications mix: 1) its important to have identify the target audience: this can be done by a good extensive research. The target audience needs to be further segmented into categories such as current customers, prospective customers and early adopters 2) Create your key message points: it is important to pin point the key messages that the company wants to impart to the consumers 3) Identify your apertures: it is important to find out the opportunities or openings to reach their audience. For example if a company wants to reach school children then they need to make use of a classroom 4) Its important to write the plan: Writing the plan in a clear and concise manner is important. They key objectives and the plan to fulfill them is important so people have clear guidelines to follow 5) Identify the tactics: tactics are important to meet the overall objective. Its good to use tactics that would appeal to the target audience. Effective communication is vital for integrated marketing communications. communication is not a straight forward or a single dimmentional thing. Its multi faceted just like the market and its consumers. hence it is important to have a mix of different communication strategies to cater to all the different segments of the target audience
Rachel Chen's curator insight, October 3, 2014 12:10 AM

It is a really good base for entrepreneurs and marketers in new startup businesses, as well as organisations who wish to increase brand awareness across a wide audience. It’s first important for any firm to identify its target audience with the use of demographic factors like age, buying habits and any other habits relevant to the organisation. It’s also important to create a key message with the direct information that is going to be communicated to the customers and target audience. This basic process will be the keystone to implementing an effective communications mix and highly recommend using it as planning tool for planning your promotional approach.

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Week 6 - Developing Effective Marketing Communication Mix

Week 6 - Developing Effective Marketing Communication Mix | IMC Week 6 - 8 | Scoop.it
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 ...

Via Jillian Hor Maelynn
Anna Shen's insight:

In creating an effective communication mix, the development strategies the article focuses on 4 aspects. They are target customers, communication channels, cost estimates and measuring. But first of all it indicates that the marketing mix created needs to contain combinations of advertising, sales promotions, public relations, direct marketing and interactive marketing. Not all has to be used, but the use of more than one of these will give you benefits of different strategies targeting different customers. Thus the business endorses a larger and enhanced foundation.

 

The 4 aspects provided by the article are clear and informative. To incorporate these steps into your business I believe will be effective for small and new businesses.  Looking at the 4 points, I believe that the main focus should be on targeting customers and channel. With communication channels, there are many innovated tools nowadays such as using facebook and twitter etc., that help indicate the size of the customer base which then links to what customers to target.

 

As technology has become ingrained in our lives, I believe an extra point to consider is social media. This provides great feedback from customers and helps develop relationships between business and consumers.

 

This article is vague and I would consider not only just focusing on the 4 areas the article has provided but to also look at other aspects on this area of topic to further develop effective strategies. 

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Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Yunqi Zeng's comment, September 26, 2013 11:48 PM
communication is one of the key elements in marketing strategy therefore it is important to select the effective marketing communication tool.
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Week 8 - 5 Tips for Effective Direct Mail Postcard Campaigns

Week 8 - 5 Tips for Effective Direct Mail Postcard Campaigns | IMC Week 6 - 8 | Scoop.it
Even in today's social- and digital-media-rich environment, well thought out direct mail campaigns have the ability to capture a recipient's attention, get them to read and process content, commit.

Via Huiqing Chen
Anna Shen's insight:

With a well thought out campaign that attracts customer’s attention will make direct mail a tool that is effective to be used for businesses, especially being affordable for small businesses. This is if it is done correctly. This is where the article has 5 aspects in ensuring high potential responses from customers through using direct mail.  The 5 aspects talks about how by personalising the mail, testing what strategies work or don’t work, measuring response rates, analysing the results then testing it again is the best practices a marketer should follow to increase brand visibility, consumer response rate and overall ROI.

The article provides lots of useful tips in the area of direct mail. One of the tips I personally felt applied to me was the “personalization content and be personal” point. This is where the mail has your name, information such as interests that are related to you. This makes me feel I am being valued as a customer therefore I feel this method/tip is an effective tool to consider in direct mailing that helps draw my attention to the brand even more.

I think direct mailing is a great tool however it can be a very costly approach in attracting consumers. Therefore it is vital to thoughtfully develop, implement and analyse if direct mail campaigns are worth investing in. 

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Hendy Han's comment, September 26, 2013 7:14 PM
A really interesting article Levi. This article give a great tips on how to maximizing one of the most useful traditional tool for marketing. Many companies are still using direct mailing as it is still a major medium for keeping in touch with customers. Many companies are to focused on social media, they start forgetting on how direct mail can be a very effective tool
Vic Methven's comment, September 26, 2013 9:36 PM
Hey Anna, I also believe that using direct mail that contains personal content can be effective for consumers, it will add a relationship between the business and consumer and will hopefully engage the consumer to make a response to the communication. Although direct mail marketing is more expensive, it can also be beneficial for both the consumer and company if it is done correctly with the right strategic approach. I enjoyed reading this article.
Ahmed Salman's comment, September 26, 2013 9:43 PM
I agree with your insight shay. i like how This article discusses how you can capture comsumers attentionby direct mail with 5 important tips
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Week 7 - Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret?

Week 7 - Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret? | IMC Week 6 - 8 | Scoop.it
For an increasing number of campaigns, integration across a large number of media is essential. Tim Bourne, chief executive of Exposure, explains how it should be done

Via Emily Gavigan, Peixin hu
Anna Shen's insight:

I enjoyed reading this article as it demonstrates that the media can communicate the same message in different ways but do not have to give them the same look and feel. This can be seen with Nike and Snickers. For snickers, the strong insight “you are not you when you are hungry” saying has been around for a while yet it still manages to incorporate real human emotions and produce something we all can relate to in various unique ways.

I agree with the article where the article points out people think that integration is about saying the same thing through different channels. In fact, it is not. It is about grasping a unique idea of the brand and linking it to the consumer’s insights where it is powerful and engaging. By doing so, the campaign will draw lots of positive feedback and develop relationships. 

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Min Li's comment, September 26, 2013 7:48 AM
This article states some of the successful integrated marketing campaigns and provides examples of Nike, Snickers, and Foster how they have successfully implemented integrated marketing. I really like the author said that “Integration isn't about saying the same thing in different channels. But it is about taking a unique aspect of the brand and tying it to a consumer insight that is powerful and engaging.” According to read this article I feel that integrated marketing campaigns is a very important component in IMC. To be sure, this is a good article to read with. Thanks.
Sheenal Prakash's comment, September 26, 2013 11:14 PM
These brands create an emotional connection with their customers by effectively interacting their marketing communications to represent the target audiences expectations of the different brands as well as what they offer to the customers and to the community.
Sheenal Prakash's comment, September 26, 2013 11:15 PM
they are big brands which have not tried to influence on customer at a time but placed customers in small categories and places more emphasis on which ever marketing communication they felt was best suited for those types of customers