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Rescooped by Oscar Joseph Catoto from Milestone Two - Integrated Marketing Communications
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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 Matilda Alisi, Sophie Batten
Oscar Joseph Catoto's insight:

This article is very interesting as it talks about how organizations have incorporated direct marketing into our daily lives. The more successful organizations have integrated both online marketing campaigns with the older way of receiving mail. However, the article shows how motivated a customer will be to take interest or to purchase a product depending on how the information was communicated to them. In this particular article the writer says that they would be more motivated to view a notification based on the content which is usually briefly described in the subject of an email. Anything that is referring to a promotion or special sale can automatically be accessed as it takes the persons interest. This can be accessible by the use of smart phones with just a touch of your fingertips. I agree with this as anything that I have an interest in I will access the information to find out more and if I am interested I will go ahead and find out how I can get more information.

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Gregory Farr's curator insight, September 26, 2013 9:12 PM

Direct marketing and consumer engagement

This article brings up improtant points about how direct marketing has increased espically with new media and technology. There is always increased risk with personalised direct marketing through social media where you must make sure you keep to the theme and image of the company to not cause confusion. As long as you can keep to theme it can be a very powerful way to reach a large customer base. With more and more people purchasing smartphones and tablets over PCs Mobile apps are becoming an increasingly popular way to market directly. This article covers the strengths of direct marketing through such media very well

Jordan Reti Pereira's comment, September 26, 2013 9:49 PM
@Oscar. I agree with your insight when you say that if a consumer is interested in a product or service, they will pursue more information. This holds true especially when the business can portay messages that are relevant to consmures in order to catch their attention long enough to invoke and idea in their minds whether they want to continue the pursuit of information or move on with the rest of their day.
Ashleigh Nicol's comment, September 26, 2013 10:39 PM
New technology and digital channels has indeed opened up a lot of opportunities for marketing managers, however it is more important to directly market more than ever before. This is because it is growing increasingly difficult to gain the attention of consumers. Selective exposure has become a huge problem for marketers to overcome and direct marketing helps factor out this problem. This is because the direct marketing approach targets the consumer on a personal level and gets them involved in the advert. It provokes their opinion and can create negative or positive feelings, however both gaining the attention of the consumer.
Rescooped by Oscar Joseph Catoto from IMC milestone 2
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5 reasons why direct marketing drives sales

5 reasons why direct marketing drives sales | Milestone 2 | Scoop.it
Direct marketing might seem old-fashioned, but in a world overtaken by online marketing, it is a quick, personal, tangible and accountable marketing tactic.

Via Hannah Joy Gaisford
Oscar Joseph Catoto's insight:

Direct marketing has been utilized over the many years for organizations or business’. But as time goes on, social media and online experiences make the use of direct marketing close to extinct. With everything being accessible by a touch of your fingertips receiving mail or notifications has been easier to access compared to physically receiving. Even if this is the case this article proves that direct marketing is still an effective tool that can be used in this day and age.

This article has outlined 5 reasons why direct marketing is effective from which I agree on. First of all direct marketing is targeted as the mail sent out can be targeted to specific demographics or it can be based on geography. Secondly, its quick, while online marketing launches take a few weeks to direct marketing is launched within days. Direct marketing can allow organizations to personal mail such as putting the person’s name on it, which some people do love to see. Direct marketing also allows the message to be translated in a physical form and marketers can be creative with the design. Finally, direct marketing can be seen as accountable as market researchers can find out how many mails were sent out against the amount of response to find out what they need to work on.

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Kellie Ho's comment, September 26, 2013 2:47 AM
In response to Hannah’s comment, I agree with you and the author on how direct marketing has been considered to be out-dated because it’s true what the author says about the content of what is in my mail box is mostly junk mail and bills and going through all that mail can be pretty overwhelming for one person by themselves. After reading the 5 reasons on why direct marketing drives sales, it made me think about it a little more on how it can still be effective even with the assumption of it being outdated especially with how direct marketing is personal because if I received mail that was addressed and personalized just for me, it would make me feel more connected to the company that sent it to me.
Norman Vaz's curator insight, September 26, 2013 7:07 PM

This article was very insightfull and it storngly suggested how some might think direct marketing is oudated, however this article provides you with 5 main reasons of why direct maketing drives sales like its targeted quick personal tangible and accountable. In my opinion marketers should not loose focus on the fundamentals of marketing tools like direct marketing even with evolution of techonolgy and the internet and so forth as direct marketing even though and old concept is still prevelant and usefull.

Jordan Reti Pereira's comment, September 26, 2013 9:43 PM
@Oscar. Your insight on this article is spot on. Social media marketing as seen in the modern world and especially in IMC is seen as the centre focus, but direct marketing is a powerful force. Not only the online aspect, but also direct mailing.
Rescooped by Oscar Joseph Catoto from Milestone 2
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The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing

The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing | Milestone 2 | Scoop.it

Well it’s about time. It only took them 5 years, but it looks like the top U.S. companies are finally jumping on the blogging/social media marketing bandwagon. At least that’s the upshot of this year’s installment of the annual study on social media adoption on the part of Fortune 500 companies conducted by the University of Massachusetts at Dartmouth Center for Marketing Research.


As the above graphic from the study illustrates, after steadying for a few years, corporate blogging is on the rise in 2012.

 

Here’s something interesting. Since the UMass Dartmouth study began tracking data in 2008, rank has influenced adoption of blogging in the Fortune 500, with corporations ranking in the top 200 out-blogging those in the bottom 200. This trend held steady in 2012, with 54% of all Fortune 500 blogs coming from the top 200 corporations, and 28% coming from those ranked 300-500.


Even though only 28% of the Fortune 500 seem to be accepting the benefits of blogging, those companies that have are doing it right. Fully 90% of the F500 companies that blog encourage comments, have RSS feeds, and take subscriptions. Here’s an excerpt from an abstract of the study:


“It appears that those companies that have made the decision to blog have utilized the tool well. There is frequent posting, on-going discussion and the ability to follow the conversation easily through RSS or email subscriptions.” 


TWITTER
According to the study, nearly three-quarters (73%) of the F500 have corporate Twitter accounts and have tweeted in the past month, an 11% increase over last year. Significantly, every one of the top 10 companies (Exxon, Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Berkshire Hathaway, Fannie Mae, Ford Motors and Hewlett-Packard) consistently post on their Twitter accounts.


FACEBOOK
Surprisingly, Twitter edges out Facebook in the percentage of F500 companies using their social network: just two-thirds (66%) of the F500 are now on Facebook, an 8% increase since last year. Further, only 8 of the top 10 companies (Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Fannie Mae, Ford Motors and Hewlett-Packard) have Facebook Pages. Exxon and Berkshire Hathaway are still holding out (come on, Warren, time to create a FB company profile!).


NEW SOCIAL MEDIA=SOCIAL VISUAL
In another shocker, the UMass Dartmouth study found that the F500 are actually starting to see the utility of social visual marketing platforms such as YouTube and Pinterest. Roughly 62% of the top 500 companies have a YouTube account, and 11 of them (2%) are on Pinterest. In an ironic twist, 1 of the 11 happens to be Eastman Kodak.


THE BOTTOM LINE
In spite of a relatively sluggish adoption curve relative to SMBs, the UMass Dartmouth study suggests the Fortune 500 are finally coming around to the obvious merits of social media marketing. Considering their massive reach, this should’ve been a more intuitive relationship earlier on, especially given the many ways social media can benefit these companies, from fostering direct consumer engagement and promoting online content marketing campaigns, to facilitating less-marketing-centric initiatives like hiring and fundraising.


In any event, this is good news for the small or medium-size business owner or marketer, if only anecdotally. When the top 500 companies in the U.S. start moving their massive resources to further integrate social media marketing into their existing operations, it is a powerful affirmation that SMBs should be doing so too.

 

To riff on the famous EF Hutton commercial: when the Fortune 500 talk, people listen.

 


Via Jordi Altesa, Kellie Ho
Oscar Joseph Catoto's insight:

The research done by the University of Massachusetts has displayed an interesting fact about cross media communication by utilizing different media channels, specifically social media. Their research has discovered that after 5 years of research the fortune 500 companies are showing an increase of the use of social media sites to communicate to customers.

The difference between the top 200 ranking companies and the lower 200 is that the top 200 are out blogging the lower 200. It was not good enough that these companies were using these channels but the fact that they were doing it right has proven to be beneficial for those. By utilizing all the tools available such as frequent posting, on-going discussion and conversing through a RSS feed as well as allowing email subscriptions, the companies have been able to efficiently communicate to their customers.

What was most interesting about this article is that according to the study 73% of the fortune 500 companies have and utilize Twitter accounts compared to on 66% using facebook as a channel to communicate. The significance of this is that the top 10 companies are consistently posting on their twitter accounts. The company with the largest followers is google which has nearly 4.8 million followers in 2012.

This proves the fortune 500 companies are recognizing the power that cross media communication has on the success of an organization. This has created direct consumer engagement as well as promoting marketing campaigns to facilitate less-marketing-centric initiatives.

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Onnie Wongchanon's curator insight, September 26, 2013 9:45 PM

This is an interesting article about a market research done in America by the University of Massachusetts at Dartmouth. The research focuses on the use and adoption of leading companies in America terms of blogging and social media. Their research comprised of the Fortune 500 companies. Since the start of the research in 2008 there has been an increase from 16% to 28% of usage. As at 21 there are at least 73% of companies that have a corporate Twitter account and 66% of which have a Facebook account. Alongside these two major social media tools companies also take advantages of YouTube and Pinterest to show of videos and pictures. Ultimately it is a sign that companies are now using social media and blogging as a tool of communicating to customers. 

Josh Leuenberger's comment, September 26, 2013 11:10 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
Josh Leuenberger's comment, September 26, 2013 11:11 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
Rescooped by Oscar Joseph Catoto from Milestone Two - Integrated Marketing Communications
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What's the best marketing communications mix for my brand ...

What's the best marketing communications mix for my brand ... | Milestone 2 | Scoop.it
Choosing the right marketing communications mix for optimal impact is more important than ever. With less and less time – and budgets that need to stretch to do more – marketers are finding it increasingly difficult to keep up with constantly ...

Via Sophie Batten
Oscar Joseph Catoto's insight:

This article is very intriguing as it speaks about how to customise and fully utilize the communications mix for their brand. The article states that when strategizing, the concept of “one size fits all” is incorrect. This is because when developing a communication mix marketers must take into account the products or service that they are selling. With the many channels of communication from social media to email and direct marketing, marketers must select which channels to utlize the most compared to others. This is evident as if your target market is below the age of 40 organizations would most likely use a combination of social media sites as well as email to communicate to their customer. This wouldn’t apply if the customer was over the age of 40 where they would be much more comfortable receiving physical mail with the information or calling in to know more about the product. But different products and services have different demands for the target market to receive the information. The article also goes onto to talk about the difference in communication with a established loyal customer and new ones that the organization is trying to draw in. for example, an organization wouldn’t use the same marketing campaign it has for new customers to communicate to established customers, they would tailor a different campaign or have a different product or service available for them. Finally, the bit agree with the most in the article is that no matter what strategies and tactics you use, good execution makes the real difference. By taking this into account organizations not only need to know how to communicate with customers but also need to know when and where to communicate with

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Max Downing-Webb's comment, September 26, 2013 4:32 AM
Hi Nona, I really enjoyed reading this article and your insight. I totslly agree with what you have said. Marketers need to in a sense personalise or tailor the communications mix to the product. It needs to fit right. I also like how you have noted the implementation of the strategy which is very important as they idea is only as good as the implementation. Fantastic read!
Shino Takano's comment, September 26, 2013 5:03 AM
I agree with Sophie, marketing mix is a great way to market the brand, however it is important for the marketers to know which market method works well with the others; they may have a conflict between the two. Also targeting the right audience is important as well. depending on the target audience, the marketing mix you will use would be different. Great read Sophie.
Jordan Reti Pereira's comment, September 26, 2013 9:47 PM
@Oscar. I like your insight on this article, especially on the focus on the two types of customers a company has: new and loyal. I agree that new customers need to have different advertising/marketing approaches in comparison to the loyal customers, as they have already established needs that the company should already know of.
Rescooped by Oscar Joseph Catoto from IMC milestone 2
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What Is a Marketing Communication Mix?

What Is a Marketing Communication Mix? | Milestone 2 | Scoop.it
If you're serious about marketing, you'll have a well-researched and well-developed marketing strategy in place to help you reach your customers. An essential part of this strategy is your ...

Via Hannah Joy Gaisford
Oscar Joseph Catoto's insight:

This article is very interesting as it outlines the different aspects of communication. It focuses on four main aspects of marketing communication which is important when developing a strategy. With similarities to the four p’s of the marketing mix, communication mix focuses on advertising, promotion, public relations and packaging.

The first aspect advertising is an effective way of grabbing your customers’ attention. This aspect uses media platforms such as television, magazines and billboards to communicate to customers. Promotion is a short-term activity utilized to encourage customer to try before they buy. Public relations is the long term process to build public awareness and brand awareness by means of regular communication. This is done by using social media channels such as facebook, twitter and RSS feeds to keep the public up to date with the product or service being offered. Finally packaging, as simple as it is, is not only covering to keep it safe and clean but a way to make the product itself standout from everything else and to be aesthetically pleasing the market

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Logan Harris's comment, September 25, 2013 7:30 PM
I agree Hannah; packaging is a vital part of a brands personality.
From personal experience shopping, I often find that packaging affects my purchase decision, possibly over and above product benefit or quality. For example I don’t mind admitting that when I go to buy wine I think of which varietal I want, how much I want to spend, and then choose the one with the best looking label 
I’m not generally much of a greenie, but I do really appreciate brands that make an effort to use minimal packaging, or at least packaging that can be re-purposed instead of throw-away plastic. Efforts like this are particular beneficial to brands which proclaim to be eco-friendly.
It is articles like this that re-affirm to me how important it is to have the marketing department involved with product decisions right from the beginning, ensuring that products and communications goals are cohesive.
Analay Malamala's comment, September 26, 2013 10:38 AM
So true Hannah!! I for one base my purchase on packaging like judging a book by its cover and title. I do agree with you with your example about pams and budget and how companies not putting any emphasis on their packaging will be perceived as cheap. I think for fashion that phrase "less is more" does not apply to packaging because I personally think that what attracts consumers eyes is colour!! I do agree that PR and Packaging needs to be a collaborative integrated effort because there's a story behind why businesses chose this type of packaging for their brand, but it also presents to me that its vital to have a marketing team as they are the ones that construct what the end product packaging will look like and work collaboratively with the creative team, PR people and advertisers. good read.
Jordan Reti Pereira's comment, September 26, 2013 9:38 PM
@Oscar. This article is awesome as it defines what PR is and how similar it is to advertising, yet how risky it is to the business as it can either have a positive or negative spin put on by the media. The inclusion of the often left out sixth element can be important, especially during major events such as the olympics and world cups.