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How Direct Marketing Creates Direct Results

How Direct Marketing Creates Direct Results | Milestone 2 | Scoop.it
Parambir Singh's insight:

The article reveals that how direct marketing can create direct results in contrast to incorrect results/information achieved from feedbacks of the target audience, websites and from other sources. The basic suggestion of the article is that direct marketing or one on one marketing produce accurate results and there are no chances of errors while collecting data.

Accuracy of flow of information is maintained in both ways communication, weather its consumer to business or business to consumer.

 

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Jeshleen Lata's comment, September 26, 2013 6:51 AM
This article talks about how direct marketing can be effective in creating results from target market feedbacks. I agree with Parambir that accuracy of flow of information is maintained in both ways communication weather its consumers to business or business to consumers.
Parl Harrington's comment, September 26, 2013 7:39 AM
The article talks about direct marketing and how it can create a direct result for the marketers. I agree with Parambir’s insight that one on one marketing produces a more accurate result and there are no chances of errors while collecting data. However, there are challenges in using direct marketing as well as any other marketing tools. You have to understand it well prior to applying it to your company in order for it to be effective.
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New Media Knowledge - The power of integration

New Media Knowledge - The power of integration | Milestone 2 | Scoop.it
New Media Knowledge (NMK) is a learning and business information resource for digital interactive media in the UK
Parambir Singh's insight:

The article is very helpful for understanding the significance of integration has towards the business communication. It signifies that the concept of marketing is changing and due to the presence of media and other marketing platforms it is becoming more sophisticated. Nowadays the consumers do plenty of reserch before making any purchase decision and they do not rely entirely on ads, but they explore their knowledge about the product on internet. Marketing integration is significantly building innovative ideas which can be accomodated across every medium.

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Jeshleen Lata's comment, September 26, 2013 7:11 AM
This article explained the importance of integration to current business communication. I agree with Parambir this article was very helpful for understanding the significance of integration has towards the business communication. The concept of marketing is changing and due to other marketing platforms it is becoming more cultured. In today’s world marketing integration Is essentially creating core creative ideas that can be adapted across.
Parl Harrington's comment, September 26, 2013 8:36 AM
I agree with Parambir’s insight here in terms of changes in marketing’s concept due to the presence of media and other marketing platforms. I like how you’ve mentioned that now a day consumers do not make a purchase straight way after seeing or hearing about advertisings. In fact, they use internet to explore on further details, better price or even cheaper alternatives. I can also relate this to own experience, whenever I am wanting to buy something the first thing I do is to go on google to either read a review about this product or compare prices with other brands. This is to make sure I make the best decision for both quality and price.
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What is direct marketing, anyway

What is direct marketing, anyway | Milestone 2 | Scoop.it
As touchpoints and technologies evolve, so does the definition of direct marketing.
Parambir Singh's insight:

When consumer information is used appropriately, it aids in enhancement of line of communication by ensuring that the company is delivering the content to the right target market. It has added benifits as it has a direct impact on consumer engagement and so on their loyalty and the sales performance also gets an advantage. An emerging issue about the direct marketing is that sometimes it is percived as junk mail. As a concequence the companies need to provide more personalised every dimension of service to focus on the target audience and retain its loyal customers.

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Jeshleen Lata's comment, September 26, 2013 7:35 AM
The article points out really important point of what direct marketing is, it all depends on your perspective- whether it’s your traditionalist, digitally focused or multichannel maven. The way in which marketing has changed has allowed consumers to engage with the product constantly. I agree with Parambir that the only emerging issue about direct marketing is that sometimes it is perceived as junk mail.
Parl Harrington's comment, September 26, 2013 9:17 AM
The article talks about direct marketing , stating that direct marketing has been defined differently depending on your view. For the author’s point of view, it has been defined as creating a virtuous cycle of gathering and using customer data to improve those communications over time. If it’s done correctly, it will increase customer engagement and loyalty as well as marketing and sales performances. Though, I agree with Parambir’s point that sometimes when sending emails to customers it can be perceived as “junk” so customers don’t even bother opening it at all. I think that’s an issue that a lot of companies are facing when using a direct marketing tool however, I think the percentages of people who prefers to receive these information via email are still quite a good number. Overall, I still think that direct marketing is still an effective tool to use when marketers understands how to apply them properly.
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What Is the Marketing Communications Mix?

What Is the Marketing Communications Mix? | Milestone 2 | Scoop.it
The marketing communications mix is the strategies used to advertise a business or a product line. It focuses on four main...
Parambir Singh's insight:

The article explains the elements of marketing communication mix. It is a policy developed to advertise and promote a product or a business also called as communication mix. There are five components of marketing mix, these being: advertising, public relations, direct marketing, personal selling and sales promotion.

Direct marketing can make a powerful influence on the  promotion of a product. Personal selling opens the new doors for the growth of a business. Public relations can build and retain the reputation of a company for its superior quality, competitive prices and new product development. Sales promotion is helpful in short term as it can motivate the customers to purchase by providing them coupons, vouchers and other special discounts. Advertising can help in focusing different target markets at the same time on a large scale and make relations and connections with new consumers.

Each of these elements contribute to the success of the marketing communication mix.

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Jeshleen Lata's comment, September 26, 2013 8:00 AM
The article talks about the elements of marketing communication mix there are five components of marketing mix, advertising, public relation, direct marketing, personal selling and sales promotion. I like how Parambir said that direct marketing can make powerful influence on the promotion of a product. Each of these marketing elements contributes to the success of marketing communication mix.
Parl Harrington's comment, September 26, 2013 8:08 AM
This article explains and define the meaning of marketing communication mix. The term is used to describe the varied strategies used to advertise and promote a business or its product line. Marketing communication mix concentrates on approaches that are used to promote an availability product’s benefits to consumers. There are five essential aspects which includes sales promotions, personal selling, direct marketing efforts, general advertising and public relations. One of the most important elements in marketing communication mix is advertising. Using different advertising methods such as tv ads, magazines and brochures are an example of trying to connect with consumers, capture their attention then give them your product message. Sales promotions are another important element. This is when you give our incentives to customers, these can be coupons, discount codes, discount vouchers and sales marked down products. If consumers are satisfied after using your product they are most likely to be back and even purchase them on full price. Personal selling involves face to face efforts with consumers made by the sales and marketing team. Public relation is creating a positive reputation for your company in order for it to become recognisable to consumers. For example, assume you are a Nike company by using public relation you would want to associate with any sport events or supply them with some of your product which is another way to advertise.
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Developing Effective Marketing Communication Mix | eHow

Developing Effective Marketing Communication Mix | eHow | Milestone 2 | Scoop.it
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.
Parambir Singh's insight:

The article is very innovative and interesting as it gives useful tips on developing an effective marketing communication mix and the detailed breakdown by the author of the article. She gives a step-by-step breakdown,

there are five steps involved:

1. Identify your target audience,

2. Create your key essage points.

3. Identify your apertures.

4. Write your plan.

5.Identify your tactics.

 

The sucess of each of the step has a direct or indirect influence on other steps.

The author also explains that an effective marketing marketing mix based on the four P's (Place, price, product and promotion) for the sucess of any business.

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Parl Harrington's comment, September 26, 2013 8:59 AM
The article talks about developing effective marketing communication mix. It provided useful instructions which have been put into an order for 5 steps. These steps are as followed:
1. Identify your target audience – this can be done by using the demographic research to pin down your audience characteristics such as age and buying behaviour relevant to your business. Group them into specific segments to target such as current customer, prospective customer an early adopter.
2. Create your key message points – these points are essential points that you need to communicate to your target audience. They are the key messages that should be tailored to each audience segment.
3. Identify your apertures – these are opportunities you can use to reach your audience segment. For example, if you’re targeting school children, the class room may provide an aperture which will lead to developing appropriate materials for the classroom.
4. Write your plan – after knowing who your audience are, message points and opportunities to reach your audiences it’s time to develop a working plan to help you accomplish your mix of marketing communications. Set your desire behaviour and then organise your communications objectives and strategies.
5. Identify your tactics – you have to align your strategies and apertures with the techniques that will best meet your objectives. For instance, if you choose public relation as a strategy you could develop relationships with the media to set up interviews. Advertising techniques or direct mail are both effective marketing communication techniques.
Francesca Perry's comment, September 26, 2013 3:54 PM
I agree with you both this is a very effective strategy for IMC as it explains how every step relates to another step and the success of one can lead to the success of another, this is very important in IMC as everything should work in synergy