There are 7 reasons why your company should be using direct marketing to reach your audience and generate leads and you’ll find them in this article! (Learn about the benefits of direct marketing from this recent blog post on Consumer Engagement Now.
Direct marketing is a tool that aids in helping businesses to interact effectively with consumers directly on both a personal and intellectual level. This article states that direct marketing is a tool that is cost efficient especially when emails are involved as the 'middle channel' is completely missed and directly contacts the consumers to ensure they receive the correct information. Using emails also means that consumers may be more likely to respond. This articles emphasis focuses on how businesses and organisations need to pay attention to forming strong relationships with their consumers, existing and future ones as it will help them when it comes to making decisions about the companies product or service. Direct marketing works towards showing consumers that a business takes the consumers needs and wants into consideration when making marketing decisions.
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.
Victoria Clark's insight:
This article shows that it took the Fortune 500 companies five years to move forward into the trend that is social networking e.g. using Facebook and Twitter. This surprised me as it seems like these companies were just not paying attention to consumer engagement strategies as it is so common in today's society to use social media. Social media is an effective way of direct marketing as it is free and helps businesses get responses from consumers worlwide. Some companies are not using social media to its full potential and I think this is one of the main reasons as to why it took the Fortune 500 companies awhile to jump on the social media bandwagon.
This article shows how effective direct marketing can be in creating direct results in comparison to false results used from target market feedback and websites. The main idea that I got from this article is that one on one marketing is usually the most effective and accurate form of direct marketing and give companies correct results.
Facebook is using the idea of integration across all different types of social media including TV and applications. This use of integration has proven how large Facebook has and still is becoming as well as how it is a need in the world of social media to be used with almost anything. With the help of other brands Facebook has made it possible to allow people to find out what shows and movies their friends are watching. It is really interesting to read about Facebook and Mercedes Benz creating an application together to be used in the new car model.
There are just two days left to get your entries in for our new digital marketing and ecommerce awards, #TheDigitals, so to give some last minute inspiration I've rounded up six examples of effective multichannel marketing campaigns.
This article discusses the success of six different companies who have all used multichannel and direct marketing to their advantage and ai in successfully receiving direct responses from consumers. By using various different marketing channels it will ensure that the consumers attention is gained and the brand is marketed to its target market effectively. Direct responses from consumers usually comes from the use of social media as well as other forms of media which results in companies having a successful marketing strategy.
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