Basically, the article is talk about the importance of interaction in today’s marketing. It stated that “In today’s world, marketing integration is essentially creating core creative ideas that can be adapted across every medium. We are finding that as commerce continues to grow it provides even more opportunities for integration and content creation”.
I totally agree of the author. Today, the types of media changed a lot compare to before. Mass media decrease the reliability of advertising and trust friends more while go through the decision making process. However, interaction can relief this situation. Interaction is about managing things together, such as message and creative or agencies or tactics, in order to increase efficiency and brand equity. And those things are extremely important to the company.
MarketingProfs.com (subscription) Moms More Likely to Use Social Media and Mobile, and to Shop Online MarketingProfs.com (subscription) Moms are 20% more likely than the general population to use social media, and 91% now use social media...
This article is quite interesting. It says according to a research, Mom more likely use social media and mobile to shop online. The research sample is containing 1,480 women in between 18 – 34, and other general population.
According to the research result, we can see the opportunity in it. Relating business may target those moms as new market, or use different strategies or promotion to attract them.
But the other thing we need to think about is why they are? Why these women are kind of leader in use mobile and social media to shop online?
The answer is mom is busy but they love shopping. The easier way is use social media or smart phone that can access online shop anywhere and buy whatever they want. And also they surf social media, such as Facebook or Twitter, to help them keep in touch with the world and that is one of their habits. Though the research is only target at mom, but it also can reflect the whole population.
In one hand, we can see the development of technology make everything easier and improve people’s live quality as well. In the other hand, we can see more and more business rely on internet, social media, and apps to as a channel to communicate with customer and do promotion. It is a cycle between them. For example, once people see the advantage of using Facebook, people will keep playing it. Then, business will see the opportunity to use Facebook to promote itself. Later, if the communication between business and consumer is success, that not only has great effect on promotion, but also build the consumer loyalty of the business.
The key of play well in the cycle is using the channel in a right timing, under right positioning, and managing the channel well.
Yes, there are many people think direct mail is old fashion and not necessary to be used in directing marketing. Not only because there are other channel, such as Facebook or YouTube, better than it, but also less and less people will concern the mail and even hate it.So that, I think this article is really great that can help us to redefine direct mail in modern age.
This article is based on the research of Uk. Responsiveness to direct mail remains high in the UK. The writer think direct mail creates greater emotional resonance than other channels, as there are still high amount of people in Uk will read the mail and response to the information be contained in the mail.
According to the research, in physicality perspective, direct mail can use different type of sense to attract readers, and it works. The Physical way can be scented mail and intrigued packages.
At the end, the writer thinks, as long as direct mail use right way to target right type of consumers, along with creative and carried out as economically as possible, it will hopefully remain as relevant as ever.
From this article, I see the difference of consumer behaviour between countries. In class, we just discuss the direct mail and all of students think it is useless. However, in Uk, it works. I think, none of direct marketing channel can be said as old, because different target market or consumer may need to use different way to communicate. But the main purpose of use direct marketing is communicate with consumer in the directly that is the thing cannot be changed. Though the world is changing, and digital communicating channel is more popular, traditional marketing channel must have some reasons that can survive for such a long time. All we should think about traditional direct marketing channel is refresh it, make it catch steps and differentiate to the other channels. Then the advantage of direct mail can be easier seen.
That five components are as a guide for employee. It guide them the way to think and do. But the key is the action of the leader. In the learning oraganisation, leader is really important to a group and it determint the sucess or failure of the whole oraganisation. Therefore, though the innovation is the key for business in long-term development, leader is the core.
Again, the article shows the huge benefit of using direct marketing, especially using smartphone apps, website, or email. It stated that “direct marketing tools can enable marketers to develop and enhance emotional bonds with individual customers, and customer groups, to grow the value of their customer base in real time.” And also, the article provides a great example about how EasyJet use directing marketing and gain more profit than before. From the data, it is easily to see the satisfaction level of user (consumer) is raised as well.
It is a win-win situation. Though, the risks of use direct marketing exist. It is necessary to consider the both side and balance then and find out the general solution of problem may happen before use directing marketing. Otherwise, if the thing is not match to the consumer expectation or go to the way that cannot control, direct marketing will destroy the brand image easily.
I reviewed a well-known shared direct mail package recently and came up with these 8 suggestions that will help out every small business.
Felix Feng's insight:
This article basically talked about the common mistake that small businesses may easily make in direct mail or social media marketing. Those mistakes are hard to find the business in Facebook or even Google, but the business stated that “Check us in Facebook” those kinds of words. Or those businesses open a Facebook page but only manage it well, and even turn it to personal page.
I think these mistakes are easily seen in daily life, but also easily to be avoided. Now a day, the marketing communication channel is dominated by digital social media. Nearly every business uses more than one channel, and most of them have Facebook page. Consumer can easily get news from those media and communicate with the business directly. The advantage of using digital social media is lower cost and higher effective. For small business, using direct marketing can help to improve their brand equity and reputation. Therefore, they should manage those channels carefully and pay more attention on it.
I feel like there is not much difference between non-profits marketing and profits marketing. They all use similar media to promote their idea in a lower cost way. But the difference is the passion of the members. And it is key to any association or business that members believe as the same as the aim of company. So that can not only raise the efficient of the company but also raise the opportunity to survive in the market.
I agree with "Curosity is the beginning of learning". Now a days, advertiser statrt to play with "curosity". They are not show the purpose or main value of the directly, but use intersting way to attract people's attention and rise their curosity. At the end, the effect of the advertising will bigger than normal's. The reason is curosity make them to think, to learn and help them to understand. Once the ad be remmenber, it sucessed.
It is a great post that I think I should follow these steps if one day I need to use social media for promotion.
These 12 hacks can be conclude in two main ideas. There are understand you audience well and make yourself to be the best. In fact, these are important to any media. But there are especially important to social media. Because it has direct conversation with audience, and get the feedback directly. If said any wrong word, did any wrong thing, the image of business will go bad immediately and may get worse in short time.
Therefore, if we follow these 12 hacks and keep that two points in our mind, we can use social media well and gain advantage from it.
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