This article describes and defines the aspects of the marketing communication mix. I agree how the article states that the marketing mix is a combination of strategies that in the end conclude a strategy as a whole. Where these strategies can be used in different ways to promote a company’s product. All the essential elements of the marketing mix are needed to create such a combination these are sales promotions, personal selling, direct marketing efforts, general advertising, as well as public relations. It is this combination that ensures the success of a marketing mix without one the marketing mix would likely fail. These aspects combined help ensure new customers by its promotional aspects. The article explains in depth what each of the marketing mix is. Which can help define the success of what a company is trying to achieve. Which in the end is to promote a brand or product and gaining customers in which a business may sell to.
The modern world is changing every day and I think the companies that adapt to these changes are the companies that succeed in todays society. Consumers are becoming more social and as the article states business are starting to become more social as well. A way I see this in my personal life are the way in which snowboarding brands advertise their name through sponsorship, and how the sponsored riders advertise the brand to the public. Every day my own personal Instagram has pictures of brand names without any input from the brand itself the snowboarders wearing their gear are the ones doing the advertising. This is how companies are communicating on a personal level with consumers. Because the public are fans to these professional snowboarders and this causes consumers to want to get exactly what they have. The adaption of expansion into social media is exactly what will improve companies in the future and the article backs this up with research.
I think the outline of this article is important in terms that stabilizing a relationship with customers create a bond between a business and consumer. I think that it is important for a business to not forget previous customers who in the future can become loyal customers. Who might not just only purchase a businesses goods when it suits them but to market your product through word of mouth. This I feel committing to relationship marketing is important when developing a loyal customer base. Which in turn may benefit to dominate the market eventually. The market outlines that companies these days are not committing to its customers. I do not understand how so many companies do not participate in relationship marketing yet 70% of marketers surveyed agree that retaining a customer is cheaper than attaining a new one. Which can be a cost improvement to a company? Which is why I find it odd that marketers do not put better resources into customer loyalty.
Through direct marketing, marketers in todays society are able to specifically target consumers and consumer markets. Through modern societies many marketing channels, which can adapt and specifically target consumers. This can be done through the different types of channels of communications. What has improved the communication between companies and the consumer are the advancements of feedback through social media. Integrated marketing communications level with consumers on an emotional level so that they are able to improve products and adapt to changes. The article explains the direct communication and interaction with consumers is improving products for consumers making them more appealing in many different aspects. I think companies reaching consumers on a emotional level is very important. Because myself personally I would feel much more inclined to purchase a product that was almost made specifically for me than a product that was designed for a whole range of consumers.
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