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Effective Direct Response Marketing: One-Shot vs. Campaign - Profs | #TheMarketingAutomationAlert

Effective Direct Response Marketing: One-Shot vs. Campaign - Profs | #TheMarketingAutomationAlert | Intergrated Marketing Communications | Scoop.it

Intermediate/ Digest...

 

The Direct One-Shot Approach

With this approach, you start off with a clear understanding of what problem you are solving. You then find out who your ideal clients are and you create a marketing piece to reach them. That marketing piece could be a letter, email, postcard, online ad, or print ad. The direct one-shot approach has some great benefits:

-- >  Revenue generated right away

-- >  Short time to turn ROI positive

-- >  Easy to use again and again

-- >  Know quickly whether it works or doesn't


The Two-Plus Step Approach (AKA, the Campaign)

With the campaign approach, your initial goal isn't to sell right out of the gate. Your primary focus is to get your ideal audience to join your list so that you can send them marketing messages over a period of time. The benefits of the campaign approach:

-- >  Can deliver a higher total ROI

-- >  Many opportunities to engage and sell to prospects

-- >  Ability to test and change many elements for a winning combination

-- >  Allows you to educate and build a deep relationship with prospects


You definitely want to keep in mind two considerations when deciding which approach to test first.

1. The cost of your product or service. The higher the price tag, the more educating you'll have to do. A higher price typically calls for the campaign approach.

2. Your ideal buyer. If you're selling an app to teenagers, it's unlikely that you'll need to put them into an autoresponder funnel and sell them on the benefits of it. It's something they likely know about already and want. All you need to do is direct them to the sales page and make it easy for them to buy.

 

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Via marketingIO
cordelia stewart's insight:

Great article about the benefits of using each approach to engage consumers within you target market or initial database to increase sales through direct response marketing.

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marketingIO's curator insight, December 15, 2013 3:27 PM

And the answer truly is: it depends! My clients often run repeating emails, optimizing them with each mailing. And it works.


Björn Gemmecke's curator insight, December 17, 2013 7:45 AM

david olgivy als guru für online-marketing. okay :-D

die sichtweise ist dennoch bedenkens-wert

 

Nadhirah Aljffri's curator insight, September 30, 2014 7:57 PM

This article give out a good insight on what direct marketing is and on how to use it. The article give good advice and how to approach and also shows examples of the company that use it and how they do it. 

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Saying 'Yes' to Content Marketing Doesn't Mean Abandoning Traditional ... - Forbes

Saying 'Yes' to Content Marketing Doesn't Mean Abandoning Traditional ... - Forbes | Intergrated Marketing Communications | Scoop.it
Forbes
Saying 'Yes' to Content Marketing Doesn't Mean Abandoning Traditional ...
Forbes
Given its long-term value, content marketing is quickly taking over traditional advertising as the preferred medium to reach customers.

Via Thomas Faltin
cordelia stewart's insight:

This article highlights the trade off between traditional means of marketing and content marketing.
Although content marketing is becoming more predominant with the rapid increase in technology contributing to the boom of the digital  age, forbes outlines why content marketing can be used to compliment traditional marketing efforts so more benefit flows through to the company.

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Rescooped by cordelia stewart from Advanced Social Media Marketing
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How to use ethnography for in-depth consumer insight | Analysis | Marketing Week

How to use ethnography for in-depth consumer insight | Analysis | Marketing Week | Intergrated Marketing Communications | Scoop.it
Studying consumers in their natural habitat can provide valuable insight – and mobile technology is making it easier.

Via ClickTell Consulting
cordelia stewart's insight:

Using ethnographic research can help to uncover that nugget of gold which can be used to differentiate your product from those within the same category.
Because humans suffer from Bias and bounded rationality, observing them through ethnographic research can help to uncover insights which are more valuable faster than traditional means of market research!

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Victoria's Secret, VW and Six More Marketers Explain How They Cultivate Creativity

Victoria's Secret, VW and Six More Marketers Explain How They Cultivate Creativity | Intergrated Marketing Communications | Scoop.it

“ top marketers from victoria's secret, domino's pizza, visa and toyota weigh in on the roi of creativity and what creative marketers they admire.”


Via Karen Goldfarb Copywriter, Litmus, Anthony Kalamut
cordelia stewart's insight:

How managers are infusing creativity within their businesses to make them succesful, not only from a marketing perspective but throughout the whole enterprise.

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Karen Goldfarb Copywriter's curator insight, June 12, 2013 12:27 PM

Great answer on assigning ROI to creativity from Kurt Kane, Chief Marketing Officer at Pizza Hut: You can’t rely on traditional metrics to measure this...you see it across..all of your consumer touchpoints. In other words, it’s not one metric--it’s every metric.

Litmus's curator insight, June 18, 2013 4:07 AM

Thanks for sharing this article. It helps to entrepreneur of how to evolve new innovative ideas from employees.

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Rethinking Digital Age Marketing Strategy - Branding Strategy Insider

Rethinking Digital Age Marketing Strategy - Branding Strategy Insider | Intergrated Marketing Communications | Scoop.it
Steve Jobs liked to say that it’s not enough to kill bad ideas, you have to kill good ones too.

 

Digest...

 

Marketing strategy is particularly difficult because the rules have changed. A generation ago, brands mostly strove to create buzz and “drive awareness,” now they need to build compelling experiences that keep consumers engaged.

 

However, the old tasks have not gone away. We still need to run TV ads and in-store promotions, man conference booths and hand out brochures, but now on top of that we have a whole new world of algorithms, apps and devices to master. To meet the new challenges, we need a new strategic approach, a new mindset and new organizations.

 

The above chart shows the three core brand objectives aligned with six tactical strategies. Mere platitudes and a “one size fits all” approach will not do, so once we’ve identified a particular area of need, we want to focus on building an approach designed for that specific task, rather than chasing the latest fad.


Via marketingIO
cordelia stewart's insight:

Insightful article outlining how the marketing landscape is changing and why branding has become more important than ever before in this ever-complex and changing environment.
This article simplifies how a marketer can reach their objectives today and become a succesful and powerful brand.

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Hsin-Ju Tsai's curator insight, October 1, 2014 7:26 AM

In this digital age, traditional branding strategy may not effective to be executed. This article is showing the new brand strategy, three core brand objectives with six tactical strategies. @Ashleigh Ali

 

Matthew Alipour's curator insight, October 2, 2014 1:55 AM

A big question is how can we increase the size of the end of the funnel?

Katia Giovaneli Vatneberg's curator insight, October 28, 2014 4:56 AM

Time to rethink!

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Sorli Virtual - Supermarket with QR Codes subway shop - YouTube

Klikkapromo is an online supermarket that offers customers the ability to do their groceries by simply scanning the QR Code associated with the product. Cust...
cordelia stewart's insight:

This short video illustrates how Klikkapromo were able to capitalise on consumer insights. Using the knowledge they had on consumers preference to convenience due to a lack in time made this QR code shopping application an instant success!

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