It is quite a reasonable analysis and an broad outlook summarizing the relevance and the significance of direct marketing as a key driver of business ROI (or return on investments).
Consider looking at IMC and its primary objective of integrating all relevant media communications in complex marketing campaigns to achieve creating consumers, reaching a massive number of consumers, create brand awareness, leveraging brand knowledge and therefore lead to increase in brand equity. Yet, increase in brand equity would therefore pose a positive impact on ROI.
The author believes that these marketing tools such as Email, direct mail, Google search and social media networks are still the king of ROI. These tools are not only king of ROI but it has been hugely contributes in customer acquisition and customer retention both B2B and B2C context. So, from IMC perspective, integration of all these marketing tools in their marketing activities would help fulfill its purposes but would also achieve its marketing objectives.
Furthermore, these four marketing tools outline in the article are not only include some of the online tools or digital marketing tools but also consider the continuous relevance of direct mail and remains a significant offline marketing tool.
Different people have different perceptions and perspectives on tackling and addressing issues. Reasonable with the broad looking and insight by the author as it would occur in the business world, especially the fast emerging of technology in today's business context.
A best integration strategy might have the focus to accentuate on harmonizing all its marketing campaigns and efforts to ensure its success and sustainable advantage. Fragmentation may inevitably exist, when marcoms managers fail to synchronize all the elements of the unifying strategy.
Because of the rise of the technology enable the fast development of various media comms that are vying for consumers attention, but consumers cannot been able to absorb too much information in a time. For example, a television commercial during an interesting programme, not all consumers are concentrating on commercials, they normally gone through zipping and zapping behaviors.
Therefore, marcom manager must have to focus on designing the most appropriate IMC strategy and harmonize all its elements to ensure critical success in persuading consumers and increasing brand awareness.
Swift emerge of social media technology create marketing advantages and become an integral element to direct marketing mix, in terms of designing their IMC campaigns. The two popular social media networks, Facebook (estimated about 1 billion users) and Twitter (about 500million users) became popular and being recently accepted by marketers as good platforms to interact with consumers. Through this social integration and interaction between users on daily basis, created many opportunities to marketers in terms of positioning brands and putting more advertising that are exposed by users.
The author’s insights is supported and it can be trusted in a way of accepting and can be prove by statistical figures and research results conveyed in the article. Brands positioning on social media networks can be trusted by customers more than any other media comm, because the existence of word of mouth is powerful to persuade and convince them. More specifically, social network users can discuss brands, share information about brands and may lead up to get better brand knowledge and awareness. So, the information generated from users interaction and discussion of a particular brand could increase consumers brand knowledge and awareness and may lead up to a buy the brand.
However, marketers and firms must have to be careful and strategically consider that social media can wide spread PWOM( positive word of mouth) as well as NWOM(negative word of mouth) about a brand in a very fast pace throughout the global.
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