I found this article to be a very interesting read on how direct marketing is approached with new technology and the obvious growth in the use of social media. Using social media, brands are able to become more personal with their customers and this also helps to grow their customer base. Companies are able to receive feedback, and can influence consumer behaviour through promotions, announcements and for the consumer they feel more connected with the company or the brand. The article talks about creating an emotional bond with customers and that combined with direct marketing is able to create a more personal relationship. Technology and social media are ever-growing and because of this, direct marketing plays a much larger role than it used to
This article points out that new technology can help to build a variety of marketing channels suchas Facebook and Twitter. Many direct marketers lately have been using these to send messages to their target consumers but the article goes on to state that consumers and marketers differ in their views about consumer engagement. Though online advertising through these channels have become more widely used, 77% of consumers still prefer email according to the article which was an interesting statement. Marketers are losing sight of the most important factor when it comes to having a successful campaign which is ROI and therefore choosing the right channel and focusing on the ones that the consumers want, and the ones that provide a sizeable ROI
There are just two days left to get your entries in for our new digital marketing and ecommerce awards, #TheDigitals, so to give some last minute inspiration I've rounded up six examples of effective multichannel marketing campaigns.
This article shows the success of some companies that have implemented a variety of multichannel and direct marketing methods that gave positive responses from consumers. Effective multichannel marketing methods include ones that are innovative and creative that draw attention from the potential customers that are exposed to it. Using different kinds of marketing channels that depict the same message is very effective in marketing the brand effectively and utilising social media usually results in a successful marketing method if used correctly. For Topshop, they were able to utilise social media to promote their brand through the use of photo sharing media Instagram combining it with other social media such as Facebook. From something as simple as receiving a free styling and make up session, taking a picture and putting it on a postcard that they could take home resulted in increased views on Facebook and Instagram allowed them get huge reach with their campaign
This article clearly describes the importance of having objectives and a plan to achieve it. It goes on to talk about SMART goals and how they can be utilised for a successful program. There is no point creating goals that are too ambitious, too costly or just way too many to possibly achieve. Instead, a SMART goal (simple, measureable, achievable, realistic, timely) refers to very well thought out goal that if achieved, will take the program or business to a new level. It is both ambitious but also simplistic. Once a SMART goal is achieved, then another one can be created and there is a constant improvement within the business and thereby creates a good basis for good marketing communications programs to flourish.
This article was an informative article in regards to consumer engagement. The article states that “brands live and die by their ability to understand and target consumer behaviours” which I agree with strongly. If a brand is able to capture the essence of what their consumers are looking for in that brand and are able to align their strategies in order to accommodate them, then there is no reason why they shouldn’t succeed, especially in terms of digital marketing and online shopping. According to the article, money is spent based on assumptions which leads to misalignment of a brand. Social media hugely affects buyers spending patterns and this article offers 4 ways to improve consumer engagement which are to start early, segment the audience, consider timing and leverage mobile. It is important to understand shifts in behaviour and if the consumer is engaged in the appropriate manner, then they will be an asset to the brand in the future.
I found this article to be quite interesting in that it showcases how important it is to consistently portray a message. The consistency of a message is what makes it customers remember or understand just exactly what the campaign, and the brand/company is trying to address. In this article, 4 integrated marketing campaigns were explained from Kraft Foods, Popeyes, Dickies and Wheat Thins. Each differ in their campaign messages but show their successes in executing consistent messages in a clear and precise manner to the customer. For a brand like Kraft Foods, they released a campaign with a hunger relief organisation to donate money to providing meals to those in need. They sent this message out in a variety of ways such as cinema ads, newspaper ads, social activities and in store displays but regardless of the method, the message they wanted to get through was consistent and that is what gave them success
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...
This article is a very good illustration of what needs to be included in an effective marketing communication mix and it is very easy to understand. The author Kevin Johnston states that there are 4 aspects to a good marketing communications mix being:
Target Customer - The target customer is naturally the person you are selling your product or service to and therefore it is important to identify who it is, and their trends and habits
Communication Channels – It is important to define the best method of sending a message out to the target customers. This is dependent on the target customer and also the product or service being sold.
Cost Estimates - Estimating the cost of a marketing campaign can be crucial. Especially for a smaller business, an expensive project could put the business in a tough financial position
Measuring – Once the type of marketing program has been decided; whether or not it is benefiting should be measured. Customer feedback becomes the golden standard to improve a business’ operations and this can determine whether it has been an effective marketing mix
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