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Rescooped by Benson Leng from Direct marketing and consumer engagement!

Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | Milestone 2 |
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.

Via Tyler
Benson Leng's insight:

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

Enele Westerlund's comment, September 26, 2013 7:44 PM
Blake, DM's definitely efficient because of it's direct nature. It does exactly what it is meant to do. The article was an interesting read and it is true that direct marketing may also help to strengthen a relationship between a product/company and a consumer.
Calvin Henton's comment, September 26, 2013 9:24 PM
Direct marketing tools is very effective and through social media it is a way of engaging companies and consumers to communicate and gather information that would help reach the target audience. It is also a source of bond between your target consumers and the product.
Linda Allen's curator insight, September 27, 2013 9:07 AM

Social media and Direct Marketing--a great marriage.

Rescooped by Benson Leng from Week 8 - Direct Marketing and Consumer Engagement!

Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community

Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community | Milestone 2 |

Via Matilda Alisi
Benson Leng's insight:

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

Thapthim (Thim) Phithak's comment, September 26, 2013 10:35 PM
Hi Sean, even though the article shows that there are high statistical results in consumers preferring to get direct mails, i still think that its still important to have communication directly with their customers so that you can engage with them more better in my opinion because you can connect to them emotionally, and it also gives a better chance for the sales person to convince their customer to buy their product.
Melika Trott's curator insight, September 26, 2013 10:56 PM

Direct marketing seems to be the way to go these days, and the way to do this is through social media. This makes it easier to communicate with the target audience and taylor the product to them as individuals. This article contains nothing about emotional responses, the most powerful of the direct markeing stratigies, but does conatin alot of infomation about how trends affect marketing. It is important to give the customer what they want rather than the latest fad or trend at the time. There is the opportunity to make alot of money by going along with the latest trend or putting out products that conform to the latest craze. But these products however have a shelf life of usually less than 6 months, after which they are usually abandoned, forgotten on thrown away. What businesses need to distribute is something people will always need or want, things that they will keep comming back to buy again and again and will still be relevant in the long run. However social media is a very very recent development, will it turn out just to be another fad? Only time will tell.

German Grebenyuk's comment, September 26, 2013 11:04 PM
That's true Melika, going for hot trends can be a way to make some quick money, but it fails far more often than it succeeds. Identifying your target audience, establishing a strong relationship with them and responding to their demands is the best way of ensuring consistent profit and long-term success of your business.
Rescooped by Benson Leng from Week 7; The power of ideas, integration across all media!

Effective multichannel marketing campaigns

Effective multichannel marketing campaigns | Milestone 2 |
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.

Via Jillian Hor Maelynn
Benson Leng's insight:

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

Jacinda Alexander's comment, September 26, 2013 8:21 PM
I enjoyed reading this article about effective multichannel marketing. This article has discussed 6 companies that have used multichannel and have become successful. I agree with Victoria that by using various different marketing channels it will gain consumers attention and therefore the target market will work effectively.
Josh Leuenberger's comment, September 26, 2013 9:43 PM
@Curtis Milner I still think that integrating with consumers on a personal level is an extremely affective way of building a relationship with customers. Where customer response is involved, customer response can dramatically improve aspects of a product or service. A business may have an idea of how to develop and market a product. But may not specifically have a product or service that is attractive to a consumer. But a customer response can help with the improvement of this issue as the response or feedback can help adjust specific aspects of a product. In the end direct marketing can be the most affective way of gaining customers as it is something that the customer is most likely to want and therefore making it a successful idea.
James Bradley's curator insight, September 30, 2013 7:38 PM

This article showcases applications of how brands have used innovative ideas incorporating digital aspects of communication with physical presence to create a more rewarding experience for consumers. In doing so, these brands have created value for consumers while also increasing the coverage and brand equity through the campaigns mentioned. These campaigns successfully engaged consumers which created a creative way to communicate with each consumer participating but also the social network which consumers engaged with throughout the campaign.

Rescooped by Benson Leng from Program Planning, Objectives, Budgets, Measuring Success!

Objectives, Measurement and Program Planning

Objectives, Measurement and Program Planning | Milestone 2 |
Five Helpful Hints to Jumpstart Your '11 Marcom Success This is "Annual Plan" season for many companies and so the next few blogs will focus on the brand and marketing communications planning proce...

Via Brittany R Taylor
Benson Leng's insight:

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.

Didia Carvalho's comment, August 22, 2013 11:23 AM
I found this article is very useful and let me understand the importance of planning and setting the objective for the business. In the article it mention we can use the SMART objective to plan for our business. SMART represent simple, measure, achieve, realistic and time. By following those steps in order will help the business success. I agree with Tiffany that for those business do not apply the SMART objective will end up failling their business. Planning simply the beginning of the business if having a good start, a strong base will help the plan success.
Logan Harris's comment, August 22, 2013 6:49 PM
I've found the concept of SMART objectives to be highly useful across many of my papers throughout my degree. It has really been promoted strongly in my PR papers and I am now seeing how important it is from a marketing perspective also. Without clear, strongly defined, realistic goals, it is easy to flounder around trying to achieve.....something? A SMART objective not only helps to define what is you hope to achieve, but provides the framework allowing you to know when you have (or if you don't meet objective, it provides greater insight into why). It is also a strong tool to explain objectives to clients and reduces the chance of over-promising and under-delivering.
Bridget Cashmore's comment, August 22, 2013 7:11 PM
It is extremely important for companies to set goals and objectives as it allows you to assess your progress and gives you something to strive towards. Setting S.M.A.R.T goals is a very effective method as it allows you to set goals which are not out of reach and are attainable. This article outlines that without setting goals and objectives, it is setting up your business for failure.
Rescooped by Benson Leng from Week 8 - Direct Marketing and Consumer Engagement!

4 simple steps to improve consumer engagement -

4 simple steps to improve consumer engagement - | Milestone 2 |

Via Matilda Alisi
Benson Leng's insight:

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.

Sophie Trethewey's comment, September 26, 2013 7:47 PM
This article is interesting, an online marketplace I know has achieved high awareness in online shopping is a global company called ASOS. At ASOS you can shop any item of clothing and brands you can think of both high end and lower end, additionally they have their own ASOS brand on offer. The shop caters ofr men, women, kids, maternity, sports and more. They have free international shipping and appeal to an enormous mass market. ASOS saw a gap in the market for an online shopping marketplace that could cater to anyone anywhere in the world which attributes to shopping behaviors. Consumers enjoy shopping for all their needs in one place similar to department store shopping which has always been a hit. Four major things retailers need to focus on is launch holiday shopping promotions early as it will attract consumers at a fast pace. Segmenting your audience and targeting shoppers within your target market with urgent emails of last minute sales and special shopping days will reduce shopper fatigue and encourage a genuine interest and create a strong purchasing desire. Timing, launching new brands at the time when your big purchasers frequent your website and make purchases is key and will reach the right audience. Embrace mobile technologies and create apps and networking for consumers who are interested in convenience. Overall improving engagement during peak seasonal retail times will produce profitable returns on investment and deliver the best results to the desired target market.
Kevin yau's comment, September 26, 2013 8:47 PM
@Michelle Kim
It is a good article to read. Email is a good way to communicate with customers as email is an important platform to communicate with each other. Everyone has to check their email couple times everyday , so i think with an attractive topic will attract people attention.
Klaudia Lewis's comment, September 27, 2013 12:26 AM
This article strongly emphasizes the importance of consumer engagement and gives the reader four helpful ways to improve a brands ability to engage with their consumers. By starting online marketing campaigns early, brands are able to prepare for consumers who shop prior to the holiday season. It is said that by “using email promotions that include free shipping, discounts, and exclusive offers are an instant driver of consumer purchase decisions”. Another way to effectively engage with your intended consumer is to know and understand what segment you are targeting, this helps avoid message fatigue. It is essential that brands release email promotions and other messaging during times when consumers are most likely to be actively online shopping. By doing this brands have a higher chance of getting their consumers attention and are in turn able to promote their content in a more effective manner. I believe mobile technology is a way for consumers to get the necessary information regarding a brands product , out to their consumers. Through mobile technology consumers are directly able to buy and compare what brands and services appeal to them. Promotion through emailing helps consumers to view messaging and interact with a brand on a mobile platform.
Rescooped by Benson Leng from The power of ideas; integration across all media.!

Bringing It All Together:  Four Examples of Integrated Marketing Campaigns

Bringing It All Together:  Four Examples of Integrated Marketing Campaigns | Milestone 2 |

Via Tyler
Benson Leng's insight:

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

Sisyliana Halim's comment, September 26, 2013 10:16 PM
Hey Sean, i totally agree with you. It is important that companies keep their message constant no matter the target audience, the content of the advertisement or marketing may differ to suit the different segmented target, however in the end the company must be projecting the same message. If not the brand would have have a mixed or confused reputation which is not what IMC is for. In the long term IMC is to increase brand equity so if the brand is not getting recognized and being exposed in a positive way (increase in profit or increase in recall) then the message is not connecting to the image of the company
Onnie Wongchanon's curator insight, September 26, 2013 10:27 PM

This article explores the four integrated marketing campaigns that have effectively combined traditional methods since as conventional promotion offline marketing where they are face to face with consumers a long side with online marketing tools since as Facebook. A combination of the two advertisements is used effectively allows for a successful marketing campaign. The examples used in the articles are by Kraft Foods, Popeyes, and Dickies. 

Thapthim (Thim) Phithak's comment, September 26, 2013 10:39 PM
Hi Sean, I think that this article have given good examples which is good because it give me and idea of how i can integrate ideas across different mass media.
Rescooped by Benson Leng from Week 6; Creating an effective communication mix, Measuring results against objectives!

Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Milestone 2 |
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 ...

Via Jillian Hor Maelynn
Benson Leng's insight:

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

Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Sheenal Prakash's comment, September 26, 2013 11:11 PM
I agree with peonix hu's insight that a combination of advertising, promotions, PR and direct marketing will give any company a better return on investment than it would if they only focused on one method of marketing. The exact mix will be determined by the product acti ute andthe product type combine with the expectations of the target audience for each brand or product but I think they will need to have those marketing methods in at least some quantity to be able to have highly effective marketing
Yunqi Zeng's comment, September 26, 2013 11:48 PM
communication is one of the key elements in marketing strategy therefore it is important to select the effective marketing communication tool.