Integration across all media
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Advantages and Disadvantages of Direct Marketing

Advantages and Disadvantages of Direct Marketing | Integration across all media |
The term marketing implies the single goal of profit. It is categorized into two, direct marketing and indirect marketing and there is a significant line of difference between the two.
Becky Norman's insight:

This article looks at the advantages and disadvantages of Direct marketing. It tells us that this is basically business from manufacturer to consumer without the involvement of middlemen. The most common form of direct marketing is generally done by mailing the consumer or contacting them directly, so they can know about the products or services. The real question this article brings to light is, is direct marketing the best way to gain consumer engagement? Or is this style of marketing a way of the past? 

Emiliya Ravkina's curator insight, May 21, 2013 7:25 PM

Direct marketing one of the fast-growing sectors of the US economy. The purpose of direct marketing is to generate response and transaction with target customers though direct communication. Direct marketing is more than just direct mail and mail-order catalogs, it involves a variety of activities such as; direct selling, telemarketing, Internet, print media, and database management. The article above clearly justifies advantages and disadvantages of direct marketing and as we can see it has more advantages then disadvantages. Direct marketing plays a huge role in the IMC programs of consumer-product companies and B2B markets. Direct marketing techniques not only used to inform potential customers about a new product/service but also to distribute product samples.

Peggy Yao's comment, August 20, 2013 1:34 AM
Direct marketing can be seen as an aggressive marketing communication tactics that is approaching new consumers. However, usually consumer finds direct marketing such as door to door sales or telemarketers very annoying due to it is an unsolicited services, therefore, before marketers conduct a direct marketing it is better to plan carefully in advance.

Of course there are benefits that direct marketing can contribute, for example no adding cost, direct response, and measurable profit, whereas before to implement direct communication with consumers, marketers better understand first what will the disadvantages. For example of email marketing, will the message deliver successfully to the audience ? simply asking ourself, how many advertising email we have really read about it and how many email just go directly to the junk box? The effectiveness of email is limited especially when the consumer is not interesting in the product/services you offer. in addition to email marketing, let think about telemarketing. again if we reflect ourself as a consumer what do we think? I personally find annoying especially when I am working studying or when i am busy. Even though sometimes I will still be very patient to listen what are they trying to communicate , however, it will change my attitude toward the brand especially when the telemarketer don't have a good communication skill or understanding . here I mean that they don't understand I am trying to say no to them or they keep pushing me to accept their offer.

Above are the two personal experience that I have fond that direct marketing sometimes might not be an effective communication, however, it is not mean that direct marketing is a bad method, we just need to plan it before we do it, to reach our target consumer.
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Customer Engagement the sum of all parts

Customer Engagement the sum of all parts | Integration across all media |
Forrester encourages companies to integrate their divisions to create a seamless flow between technology, data, and processes
Becky Norman's insight:


This article expresses the importance of integrating a company’s separate divisions to create one integrated mass. It tells us the significance of integrating one idea, across all mediums to form consumer engagement. Khatibloo says.  “I think the best way to improve customer engagement is probably to define it first.” This shows that we must look at what consumer engagement is to be able to approach and improve it. Another factor he said was of importance, was that the hardest part of improving this engagement, was making sure everyone across the company had the same vision. The question remains, how do company’s make sure their vision is linear through each department and the company as a whole? How much will this effect consumer engagement?

Sashika's curator insight, May 9, 2013 10:07 PM

This article touches on the importance of using social media to gain brand awareness and profit. It emphasises that the majority of the people trust brnads and are likely to purchase from brands that use the social media to advertise their product. This is probably because people trust what others seem to trust i.e. they take precedent from others. I agree that it is important to use modern technology to create brand awareness and brand equity, although I also think it is necessary for companies to start thinking of mre inventive ways to spread messages, since most companies are using social media to generate a following, more people are going to feel bombarded by advertisements in the future and in order for acompany to operate innovatively instead of based on immitation, they need to start thinking outside the box that other companies are thinking in.

Ryan Xie's comment, May 10, 2013 12:47 AM
The article indicates the importance of consumer engagement and how it works in daily life. For consumer engagement, it's not only about knowing who is your customers, indeed, it's about how to identify them, how to know their experience, how to offer value to them and etc. Thus, marketers need to find ways to improve consume engagement to know the needs and wants of customers. It will help them have a clear perspective on the whole market.
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A Cross-Channel Approach to Consumer Engagement

A Cross-Channel Approach to Consumer Engagement | Integration across all media |
Consumer goods manufacturers are reaping benefits from developing a direct relationship with customers.
Becky Norman's insight:

This article looks at a cross channel approach to engagement, making sure that consumers are completely engaged in a company at every touch point. This places a huge emphasis on social media and the many online marketing approaches. Social media is growing incredibly and is becoming an important tool for consumer loyalty. The main question I gather from this article is will company’s enhance the tools of social media to gain this loyalty? Is Facebook an underrated form of marketing?

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