The author said many marketers have given direct mail no place in the marketing mix when in fact the response rate for direct mail is greater than other channels. This article also shows that direct mail remains as relevant as ever, as long as it is targeted, creative and carried out as economically as possible. I personally think that direct mail is no longer the main element of promotion as the rise of social media and other types of promotion is used a lot more and it lot more cheaper than direct mail such as facebook, twitter, instagram and a lot more. But this article also has good points of direct mail in modern age. According to the research, in physically perspective, direct mail can use different type of sense to attract readers, and it work. The physical way can be scented mail and intrigued packages.
This is a very interesting article which talks about how marketers can get benefit using the new emerging technology as their marketing channels. It points out that many direct marketrs communicate their message through hot channels such as, Facebook, Twitter, Linkedin, smartphones and tablets. The author also have said that the 58% of marketers believe, mobile and tablet is a prime development that will impact on email marketing programs in the next 12months and 57% marketers believe social should be taken more serious about this. Marketers should focus on channels that offer the chance of returning value, it does not matter which one is hotter, and marketers should be engage consumers with their preferred channel.
Marketing is a broad business function that includes product research and development, merchandising and distribution processes and pricing, as well as communication or promotion. The communication ...
This article has given clear six elements of marketing communication mix of promotional mix, which is easy to understand of what is marketing communication mix. There are advertising, personal selling, discounts and promotions, public relations, direct marketing and event sponsorship. I was wonder why event sponsorship is the element sometimes left out of the five-element communication mix. The author said the event sponsorship sometimes include it within advertising. But I thought event sponsorship is very significant to add in the five-element event planning checklist, because every event and marketing industry will not be able to work without sponsorship. Also, event sponsorship can be effective way to connect with a loyal, targeted customer base. I thought the author have done the good job mentioning about event sponsorship the sixth element. Lastly, the communication mix is specific ways to promote the company or its products to targeted customers.
I’m pretty sure everyone has an experience shopping online and gets many email promotions from websites. This is a good article of how to improve consumer engagement through email promotion with 4 simple steps. The 4 steps are, start early, segment your audience, consider timing and leverage mobile. It is also very significant to understand shifting consumer behaviour before going through with these 4 steps. The research showed that lot of people purchases their items between 6pm to 10pm and most of consumers make purchases on weekend with most preferring midday and evening hours the author said. Which means promotion emails should be send it to consumers before these times and motivate specific actions around the holidays. After learning shifting consumer behaviour retail brands just simply can apply the 4 steps and improve engagement and ROI.
This article has how creativity effects to advertising and consumers, and what is creativity. Why does marketing industry needs creative ads? The author said creative ads can effective in inspiring consumers to buy products. I strongly agree with author, I also think that creative ads can affect consumer’s behaviour and attitude toward not only product also can affect company. Rather than simple ads like just giving all the information of the products which is can hardly touch consumer’s emotion, creative ads would be the one of best method to increase the business. The author also has mentioned five dimensions of measuring perceived creativity. I was surprise and wondering what certain dimensions of creativity are more effective than others in influencing purchasing behaviour, which the author had not say. It would have very good to know and learn what are the five dimensions creativity. However, more creative campaigns were more effective.
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