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.
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.
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.
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.
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 ...
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
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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