Milestone 2
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Rescooped by Leish Snell from Public Relations & Social Media Insight
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Breaking the boundaries for the new age of retail - Kiosked

Breaking the boundaries for the new age of retail - Kiosked | Milestone 2 | Scoop.it

Back in the day when you wanted to buy a new pair of pants, you had to flip through magazines for inspiration, then visit a store and buy the jeans. This process evolved into flipping through a magazine or reading a blog for inspiration, and then looking for the pair of jeans that you want in an online store.

 

Now however the desire to buy something might just strike you at any given moment in time. Therefore, brands need to reach consumers directly – wherever they are, in any context.

 

Your device has become an online portal that takes you one step closer to making the purchase that you are thinking of. Your device is the bridge between physical and digital interaction. SOME argue that the emergence of digital will render physical retail obsolete. Some might even go so far to already proclaim the death of retail. But retail is actually more alive than ever. STUDIES even show that in-store digital marketing technologies increase brand engagement and open up new avenues for customer interaction....


Via Jeff Domansky
Leish Snell's insight:

I believe that companies have seen the importance of direct marketing, they have realised that the times have changed and people are living busier and busier days. This article explains that due to all the increasing complications of consumers mind and how they are developing to the technology and the busy schedules, this is another form of IMC.

 

The fact that consumers can now use their smartphones to help their purchasing habbits. There is a line where some think its going too far, but as this article outlines it is a positive change and that the fact you can do such a thing has increased brand engagement between the consumer and the brand.

 

However, by making a drastic change, this does encounter some challeneges for the retail industry. One of the challenegs being that retail stores will loose some of their customer base due to the simpliciy and accessible function of making purchases simply from their devices. This article outlines that at least 50% of retailing chains are done via a smartdevice (be it the mobile or tablet). Another challenege that they will face is the loss of 'point of sale' interaction between the customer and sales representative. This therefore would make it difficult for companies to have that personal approach with their consumers.

 

I feel that the way times are changing and the fact it is at a fast paced rate, than retail stores will be going down hil and will be facing even more difficult challeneges.

 

 

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German Grebenyuk's comment, September 25, 2013 10:16 PM
It is true that retail is really being challenged by online shopping, but I do not believe that it is going to be the end of it - retail will still remain relevant one way or another. In my opinion the highlight of the article was the idea that retails themselves can actually enhance the experience that customers have in their shops with the help of mobile devices. I think there is a lot of potential in real world coming together with the digital world through in-store mobile interactions.
Melika Trott's comment, September 26, 2013 1:53 AM
As Leish says real stores are certainly having to up their game in order to keep up with virtual ones, that can offer faster and cheaper service. I also agree that a lot of that 'point of sale' will get lost as buyers are now more determined and set on exactly what they want to buy, and are becoming less susceptible to being fooled by clever salesmanship and perception deceiving displays. But I also agree with German here in that I don't think real stores will ever really die out. Despite it all people still like to shop when they are bored because it is a stimulating experience. People enjoy touching, feeling the texture of the products, inspecting the finer details and playing with them, things which you simply cannot do online. And there are some things like jeans and underwear that simply have to be tried on before they are bought. People enjoy trying things on to see how they look even if sometimes they have no intention of buying.
Rescooped by Leish Snell from Direct marketing and consumer engagement
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Direct Marketing More Relevant Than Ever

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

Via Jessie Joseph
Leish Snell's insight:

This article is very relevant as it shows how effective companies can be and the success they gain in return once placing more efforts in improving their direct marketing communications.

 

The main points I picked up on in this article is that by placing enfesis on direct marketing it allows businesses to create emotional bonds with their customers;and i belive is probably the most powerful aspect for any business,if they can tap into the minds of their targeted (potential) buyers then they know they have done succeed. Like the author stated, once they achieve this, companies can allow the freedom to adapt their products to fit the customers needs and wants; to produce a product that is effectivly hassle and stress free.

 

As technology has become so advanced,it has helped businesses on such a major level to help tap the mindsof their consumers. Applications for smartphones allow consumers to share their thoughts and feedback, facebook allows 'word of mouth' to happen be it positive (or negative) which helps promote businesses; a luxuary businesses can indoure in as they dont have to monitor what is being said. However they have the ability to improve the product from the sales in stores to the product it self to help generate more positive then negative opinions.

 

I believe that an important aspect businesses have to grasp is 'give and take.' if companies can truly deliver a high quality produt, level of service, post purchase check ups and all other factors, then in more cases or not, the customers that were highly satisfied will take the time to give in return by placing feedback, answering questions; anything to help improv businesses.

 

I think that overall, the message of this article is that if businesses really taackle all areas in direct marketing, - online, applications for smartphones, samples, demonstrations; anything, than its those busineses that would get more out of the efforts they put in. I'm not saying its easy, however I do strongly believe that to get in the minds of the consumers and gathering their emotional, personal responses is the key to a successful business. How businesses do that is up to them, the options are endless butdirect marketing i feel is the best way to go about it.

It is clearly evident that direct marketing is infact more relevant then ever and will continue to grow; subject to the growth in society and technological development.    

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Sam Shen's comment, September 26, 2013 1:59 AM
Good article! This article talks about the importance of direct marketing nowadays and show some methods of direct marketing by giving EasyJet example.
Due to the rapid growth of social media, instead of doing mass marketing, most marketers are reaching more customers on a personal lever. Customers can give their opinion by leaving a feedback on Facebook, tweeter or an app. Companies can modified their product more personally, which enhance the emotional bonds with individual customers as they obtain more satisfaction.
Why is communication so important? Knowing a group, even a single customers’ interest help businesses deliver the right message to customer, which gives companies a high ROI.
In the case of EasyJet, this company is doing a great job of direct marketing mix. Firstly, they manage their social media well by having 144,000 Facebook likes and 87000 Twitter followers. Moreover, the company knows who their target audience are and design a tool for them so customer fell more convenient. Lastly, they use email to contact customers who spent less or no more money on their product and try to drag them back.
markpardington's comment, September 26, 2013 11:08 AM
Nice insight here Jason, I found your reference to the potential of smartphone mobile marketing to be interesting and the examples given regarding easy jett were very interesting and showed the scale of success that businesses could expect if they effectively use IMC and direct marketing.
Yujue Wang 1250401's comment, September 26, 2013 6:26 PM
I understand what you mean and I agree that more and more people start using online platform as a way of communication. With direct marketing online is a very handy way to communicate and get better relationships with your customers, and using online platform can save a lot time because as your insight said more and more people is spending more time on their internet and it save the effort making appointment and meet each other face to face. I also agree direct marketing can enable marketers a good chance to improve their relationship and emotional bonds with individual customers. At the same time I think when customers download your app or use your website it means they want some service from you, there for as a marketer you know exactly how to help them when you make a conversation with them online and provide the help they needed. At last for every 1 dollar invest in direct marketing and getting a 4 dollars revenue back is indeed amazing, also with a development on the use of the internet booking and apps, the company can reduce the resource from other places like advertising because the web and apps are doing such a good job.
Rescooped by Leish Snell from Week 6; Creating an effective communication mix, Measuring results against objectives
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Milestone 2 | Scoop.it
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
Leish Snell's insight:

This article outlines a few major factors when wanting to gain a large amount of diverse conumsers. I feel that these factors are pretty self explanitory however they are very useful for new businesses. I believe that not all of these factors should be used however the more you endorse the larger and better the customer and connection base a business will endure.

 

These factors are; target customer, communication channels, cost estimates and measuring.

personally i feel that if you were to only focus on a few of these factors, I would focus on building up the target customer and communications channel. This is because how you go about using the communication tools will determine how big the customer base will be. If it is affective you will attract more and vice versa. The measuring and cost estimates will fall naturally when working through the marketing mix.

 

I think that this article is a useful starting guide however it is vauge therefore in order for businesses to succeed they would want to rely on other sources that help them reach their goal.

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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.
Rescooped by Leish Snell from Communications Major
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Half of U.S. Shoppers Rely on Phones for In-Store Research

Half of U.S. Shoppers Rely on Phones for In-Store Research | Milestone 2 | Scoop.it

The Pew Internet and American Life Project shed light on one of the biggest challenges for retailers: more than half of U.S. adult cell phone owners used their mobile phone during the recent holiday season to access product reviews, compare prices and calla friend or family member for purchasing advice.


Via KazzaDrask Media
Leish Snell's insight:

It is just everywhere, all the articles when searchinf for this topic, all in one way or another talked about how technology really affect the retail industry.

 

This article really focuses on the positives of the use of this particular IMC component, the main highlights for retail is that sales (in particular the US) has dramatically increased. This is due to the increase useage of mobiles (adult users in particular) and how they have really turned to rely on the use of online sales as opposed to going into the stores. This is a positive use of the IMC component of direct marketing as it is more easy for consumers to flick onto the websites via the mobile and when businesses tap into this marketing technique it is easier for everyone.

 

This article shows statistics - and basically it shows there have been an increase of users of mobile phones. However what I find intersting is that if businesses aren'tcareful, that a major implication that could arrise, is that if more and more consumers convert to online, then they could face shutting down their retail stores as they may not be ttracting as much customers, and after seeing the statistics, it seems it could happen quicker than businesses anticipate. On the other hand, depending on how you look at it, it could be benefitical for businesses, to market and sell products cheaper online at a more frequant rate, and not having to pay for staffing.

 

The main IMC component for the retail industry was always the personal selling, one on one asepect, helpful service and the sense of luxuary for consumers - depending on the brands/retail atmosphere. I feel marketing a product on this basis is a good way to go because there are consumers who are indorsed in the online technological aspects; they appreciate the sense of being served and seeing the product on display. Yes there are other IMC components such as in store sales, but I can see that their is a major compeition with deals online vs. instore (even if its the same company).

 

I believe that there would come a stage where businesses will have to pick between communicating online vs. instore. There is major evidence that online and the techologial aspect is growing rapidly, but it depends if businesses would want to sacrifice the number of instore buyers for more but cheaper online buyers.

 

IMC plays a huge role within the retail ndustry, its just what'smore effective for the industry and from this article it shows there is a huge online/mobile trend.

 

 

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German Grebenyuk's comment, September 25, 2013 10:03 PM
Definitely an interesting article. Social media is not only useful for marketers, but also for consumers. Knowledgeable buyers have more power and leverage, which creates a number of problems. Firstly, consumers now can easily check prices in other shops or find a review online. Both of these things can make a consumer change their mind quickly. All retailers and producers can do in this situation is to try and manage these issues (for example by making sure that prices are matched with competitors' or facilitating creation and spread of positive feedback from consumers). This problem is especially relevant for medium priced goods. The other issue, substitute of online shopping is a threat to mainly retailers. I agree with Leish when she says that retailer have certain advantages over online shopping and they need utilize them well to stay relevant.
Melika Trott's comment, September 26, 2013 1:26 AM
This is a new technology age that is growing fast and has real aspects and devices now, that aren't unlike the things we have seen in science fiction movies made not so long ago. Now buyers can get unbiased information about products in a store while they are right there in the store. This is truly the age of the smart buyer and consumers no longer have to feel powerless in a buying situation. We no longer have to accept everything the store people tell us and no longer need to accept the prices either. A buyer can easily check with a few clicks if they can buy the same product somewhere else for a cheaper price. I for one think this is brilliant and is keeping sellers on right on their toes.
Selina EverHungry Nihalani's curator insight, October 6, 2013 6:40 PM

The main focus of this article is the positive use of the IMC concept pertaining to the increase in Retail Sales. As the usage of mobile technology increases so do retail sales as consumers now indulge in online sales. It is, obviously, easier for consumers to go onto a website or an app as opposed to walking into one store after another. Since it has become a common trend, it has been adapted into marketing techniques. Statistics show an increase in the users of mobile phones. This could have a negative impact on businesses if they do not tread carefully. It could cause them to shut down their physical retail stores as they are not attracting the same number of walk-in customers. On the contrary, this could also be beneficial taking into consideration the rental costs, staff salaries and other overheads.

Rescooped by Leish Snell from The power of ideas; integration across all media.
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Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC] - AllTwitter - The Power Of ideas

Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC] - AllTwitter - The Power Of ideas | Milestone 2 | Scoop.it
Customers Are More Likely To Trust, Buy From Brands Who Use Social Media [INFOGRAPHIC] (RT @lorilewis: Customers Are More Likely To Trust, Buy (Listen To #Radio) From Brands Who Use Social Media INFOGRAPHIC http://t.co/EzeKqq02Qr)...

Via Dr. Susan Bainbridge, Becky Norman, Nick Moxon, Fatana Faghiryar
Leish Snell's insight:

This article outlines that te rapid use of technology has made it evident that conumers are morelikey to integrate with online sources in order to purchase and communicate with their prefered brands. This article has statistics to back this up and i found it interesting on how much impact social media actually has on todays society in regards to brand loyalty, trust and products. This allows companies to get creative with their advertising and social media such as facebook has a really affective technique that allows businesses to advrtise on facebook.

 

I feel that this is a very effective scheme and that the integration level is high as many people are faced with onlince media in some way or form throughout the day. I believe that with this knoweldge businesses would benefit greatly as they can see the impact that social media has on consumers and that the percentage there is to show it (75% would most likey purchase brands who integrate in social media)

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Tiffany Tang's comment, September 26, 2013 8:07 AM
i think this is a very good article to read with. some companies however still choose to ignore the evolution on online activity and choose to go through the traditional streams of communicating with there target audience. This might let the company reduce the amount of profit.On the other hand if the company use the social media to promo their product this will largely give a big advantage for the company.
Anna Kong's comment, September 26, 2013 9:26 PM
i agree with you jianwang this article is interesting and it does point out the vital connections between branding and social media. well chose article.
Steven Chen's comment, September 26, 2013 9:33 PM
Good insight Lycoris. For me, I fit into one of the 18-34 demographic and I use social media every day. All the statistics in this article show that social media plays a significant role in brand engagement and I totally agreed with it. For me, I would like to engage with a brand that using a social media platform, especially if some of my friend a link to me on Facebook. One of the reason that I would like to trust brands who use social media is there are not just positive advertisements on the Facebook page but also different comments I can read. And I also agree with Lycoris’s point that social media is a powerful tool. It is an effective and cheap platform for brand to engage with people, but it is hard to control. For brand, this could be a negative issue because when things go wrong, it is really hard to control how people saying on the social media so there is no way to hide the truth. And for customers, this could be a good issue because we knew if something goes wrong, we will see news on social media.