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Direct Marketing More Relevant Than Ever

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

Via Anna Kong
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Anna Kong's curator insight, September 26, 2013 7:18 PM

In todays IMC , direct marketing plays a huge role in it. This particular article shows some statistics which can be use as examples to show how the direct marketing affects the productivities of the business in a positive way. This article shows methods how the brand can improve their relationships with the customers, with the help of the current social media and the modern technology. this methods are easier for the markets to engage the customers.  

JianWang's comment, September 26, 2013 10:38 PM
As a marketing student and consumer I have been told that direct marketing is very important.I like your point Anna.
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Social Media Marketing Services: Why you need it?

Social Media Marketing Services: Why you need it? | integrated marketing | Scoop.it
Regardless of the merits that the internet has made us less warm –hearted and more impersonal, the grim fact remains social media marketing services (social media marketing 12 essential tips for success http://t.co/qJmFCIqsK0)...

Via Alan Horton, Alysha Mackenzie, Stephanie Tucker, Lucy Lim, Anna Kong
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JianWang's comment, September 26, 2013 10:34 PM
@Anna I like this article for the explain about the social media as it become one of the major communication channels.
Yunqi Zeng's comment, September 26, 2013 11:51 PM
The social media gets into people's lives in everyday, and it is a very useful channel for the marketers to communicate with the target consumers
Ben Beguely's curator insight, September 27, 2013 1:55 AM

I agree with this article as it just shows that social media has just become a need for people. brands and businesses use social media now to attract target consumers and to advertise promptly.It has become a good technique of marketing

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Promotion and the Consumer Communication Process - Free Principles of Marketing Video

Promotion and the Consumer Communication Process - Free Principles of Marketing Video | integrated marketing | Scoop.it
The marketing communication process' sole purpose is to translate the promotional message effectively to the end consumer. The communication...
Ben Beguely's insight:

i agree with this artice and video as with out effective communication then the message does not get recieved by the consumer properly and then the brand or product will not be that successful. its always good to understand the concept of the brand so that you can communicate to the consumer the right way. by following the communication process consumers will understand and recieve the message.

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Australian research: Consumers are emotionally attached to brands

Australian research: Consumers are emotionally attached to brands | integrated marketing | Scoop.it
One in four consumers feel an emotion close to love when it comes to choosing what brand to buy and men who feel this love for their favourite beer will purchase 38% more than the average consumer, according to a new Australian study.

Via Riley Grant, Angela Kim
Ben Beguely's insight:

this article is interesting to me because in a way all consumers will have some sort of emotional attachment to brands and products for example apple has just become the norm, people have become so emotionally attached that if you dont own a apple product then you are not really expected and its because there is such a emotional attachment that consumer do anything and every thing to own something of this brand. when people are emotionally attached to a brand that is when you know that it is a very successful brand.

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Maybelle O'Connell's comment, August 21, 2013 5:55 PM
This article is interesting in how it points out that One in four consumers feel an emotion close to love when it comes to choosing what brand to buy. It was found that if a brand can create an emotional response with their consumers they will create more revenue. Emotional branding comes with many positive benefits including using emotional branding as a predictor of purchasing behavior.
Duncan Robertson's comment, August 21, 2013 7:52 PM
This article shows a clear development of how emotions control the amount bought by a consumer for different products they find more 'loveable'. By getting your brand to have a 'loveable' affect on consumers - you will see the good result that it comes with. Most likely one of the easier ways of connecting with your consumers.
Yangyu Wang's comment, August 22, 2013 12:25 PM
Angela, I love your point of nowadays people think brands can express their personalities. It is the same reason why young ladies like LV and Gucci. In fact there are many other brands in the market has the similar designs and qualities. But they may never as famous as LV and Gucci, because sometimes what consumer really cares is what the brand stands for.
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New Media Knowledge - The power of integration

New Media Knowledge - The power of integration | integrated marketing | Scoop.it
New Media Knowledge (NMK) is a learning and business information resource for digital interactive media in the UK

Via Labroye Tauevihi, Anna Kong
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JianWang's comment, September 26, 2013 10:15 PM
i agree with you Anna, this article is interesting and it does point out the mass advertising not being trusted by consumers these days. well chose article.
Courtenay Poihega's comment, September 26, 2013 10:47 PM
The shift to integration across multiple channels over mass marketing is so marketers are able tailor content to fulfill differing consumer needs.
Ben Beguely's curator insight, September 27, 2013 1:57 AM

very insightful article showing that mass advertising is not as strong as it once was. Consumers like to be more in control of things and advertsing just isnt getting through like it used to. 

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IMCrazy: Establishing Objectives and Budgeting for the Promotional Program

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program | integrated marketing | Scoop.it

Via Ceres Wu, Zongwu Chen, Linda Huynh
Ben Beguely's insight:

establishing objectives and budgeting for the promotional program is vital for a organisation because without a objective there is no promotional program and then you will loose consumers but most importantly without a budget there will be no point in a promotional progam because is there no budget then there is no consumers so i definitly agree with this article.

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CHEN SUN's comment, August 21, 2013 8:11 PM
This is a very logical article starts with questions about what, how and why advertising. It expresses the importance of advertising that it can increase brand awareness and familiarity. In addition, it also answered the confusion of is it efficient to give budget on advertising and which category does advertising belong to. In my opinion, IMC is a integration of several communication tools which included advertising, therefore in order to maximize the return of investment on advertising and the total return of all IMC objectives, budgeting is a must.
Ly Bibi Shen's comment, August 21, 2013 10:56 PM
im quite agree with ceres that "economy and competition may enhance or lower expected outcomes". in this aritcle, DAGMAR model use to development of specified advertising goals which is very intersting and new to me.
Linda Huynh's curator insight, August 22, 2013 3:16 PM

This article provides readers an easy perspective on the way to approach this topic. The article is layout into parts and areas that gives a better understanding for people trying to figure out what this is about. Giving out specific and precise points for people staring to the right direction that are wanting to succeed in a marketing program. Following through the article, the authour emphasises the importanace of advertising that leads to consumers brand awareness and allowing them to be familiar with the company/business. Following that, the author mentions the value of advertising, plus stragetic apporaches that a firm can do to met a promotional target/objective. Promotional objective are emphasised in the article briefly. A critic system called 'DARMAR' model is introduced and explain as well as a four steps in hierarchy. In the end, the author explains throughly about  certain specific ways on how we should settle and allocate the promotion budget.

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Innovation Reactor: How to develop an integrated marketing communications strategy

Innovation Reactor: How to develop an integrated marketing communications strategy | integrated marketing | Scoop.it
Implementing an integrated marketing communications strategy can provide a competitive advantage for your business.
Ben Beguely's insight:

i agree with this article as it talk about the development of marketing and communications strategy, without the development and effective communications consumer will not be interested. its important that you follow the dicision process of awareness, knowledge, evaluation and purchase. also to deliver these makes success.

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A strong brand, or a strong strategy, which is more important?

A strong brand, or a strong strategy, which is more important? | integrated marketing | Scoop.it
One of the members of the SME Strategy Facebook community asked the other day: "When you have a brand name with poor strategy or a strong strategy with out a brand name......... which will lead to success ?

Via Kelly Alexander, Angela Kim
Ben Beguely's insight:

I agree with this article as it talks about strong strategy being more important then the actual brand. because if there wasnt a strategy to attract consumers then there will be no brand and no business. strategy is vital for the brand reputation if you talk about brands such as nike, apple. etc they are all very successful because of the strategy that was put in place to make such a brand well known.

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Aimie White 1085804's comment, August 19, 2013 5:59 AM
I think this article highlights very well the point that without a strong business strategy you can't build a strong brand. As was pointed out in the lecture by stephen, consumers are very wary of new brands once they have loyalty to another brand. It is the heuristics in consumer behaviour that a strong business strategy needs to tackle because without the strong strategy you cant build a strong brand.
Maybelle O'Connell's comment, August 21, 2013 5:47 PM
Angelas makes a good point that in order to have a strong brand there must be awareness from their consumers. Without brand awareness a company would not be successful. The article points out that strategy is more important than brand only because a brand alone won’t sell your products, and won’t keep your business alive. I totally agree with this because you need a solid strategy t build your business and a solid brand will come from this. Companies are then able to turn this into a branding strategy and further develop their business.
Yangyu Wang's comment, August 22, 2013 12:27 PM
I agree with Angela’s point that strategy to make brand knowable to the consumers is very critical. And I believe that a strong band is based on a series successful strategy, each strategy is equally important in the process IMC and of course in the process of business.