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.
Nice article, with rather basic, but informative 5 step process for developing an effective marketing communication mix. Covers the basics of identifying target audiences, creating key message points, identifying opportunities, writing a plan, and identifying your tactics. While it may be basic, they are good points, that do need to be thought about! The article also finishes with a warning to make sure that you are realistic, especially about budget, I think this is important, especially for those small businesses that want to develop an effective communication mix. You're budget isn't going to be anything like Coca Cola's, so you need to make sure you think on a smaller scale, otherwise it just isn't going to work. Overall a nice little article that draws on theory from week 6, creating an effective communication mix.
This new concept of "Demand tagging" is really exciting, and is just a really good example of how technology can modernize a well used and quite traditional form of marketing. It's a win win situation for both consumer's and companies, as consumer's don't get bombarded with irrelevant mobile advertisements that they simply have to click out of, and companies are not paying for direct marketing that is not reaching their desired target market. While some may see it as a bit intrusive, I think it's brilliant. It could prove really useful to consumer's, and let's face it, if you're going to put something out there on your social media, you're asking for a response, so why not a response from a company offering you a deal! New opportunities like this really excite me, as they show how marketing is progressing and evolving to engage with the right consumer's in the right way, especially through something like direct marketing, that some are beginning to think is rather redundant.
Yes, social media play an important role in your digital channels, but they are outposts meant to bring traffic to home base: your website! During Social Media Marketing World event in San Diego last month, Chris Brogan gave a provocative session, aptly called: You Aren’t Going to Like This: Social Media Isn’t the Answer!
It echoed what I strongly believe and what I tend to recommend during my consulting with clients in the travel and hospitality industry. In essence, social media are an important part of the digital channels an organization needs to embrace, but they are mere “outposts” in your communication mix, part of a bigger, four-step approach which can be summarized as follows...
This article was really interesting, the title caught my interest, and the article held it. I really like how it discusses how important it is to realise that social media is not the be all, end all of marketing. That social media is just an "outpost" in your communication mix, and that it needs to be combined with other methods of communication, including your website. I also like that it talks about the "home base" and how you need to excel at web 1.0 before having a go at web 2.0, so your website needs to be great and communicate effectively before you move on to social media platforms such as Facebook and twitter. This article relates to week 6, communication mix, and touches on week 7, integration across all media.
When you think in terms of what your customer wants, rather than what you need to sell, you create new channels of awareness by tapping into my network.
...I opened both envelopes without realizing what was inside and had to chuckle at how I was taken in. They fooled me good. And then I thought about what that says about the state of direct marketing today. Have we sunk so low that we need to trick people into reading our messages? Is it any surprise that forecasters expect direct-mail marketing to decline nearly 40% over the next two years?...
An easily relateable and easy to read article! Direct marketing does in truth, annoy a lot of people, there is too much of it, that is worthless to a lot of people that recieve it, and it then needs to be disposed of. Whether that's by recycling all the catalogues you recieve in the mail, or clicking the delete on all of those email updates you get because you signed up at some point to go in the draw to win something. This article highlights two clear points on how to make direct marketing "suck" less. Dump the junk, and think like the customer. While they are two rather obvious points, it's easy to lose sight of them, and this article is a nice reminder of them, portrayed in a comical light.
Audience involvement is the process and act of actively involving your target audience in your communication mix, in order to increase their engagement with your message as well as advocacy to your brand.
This article was a really fun one to read, and contained great examples of brands using audience involvement to generate consumer engagement and a lot of the examples went viral because of the way they involved the audience. Consumer engagement is so important when it comes to marketing, and it's not easy to generate, social media is a great platform for engaging with consumer's and getting the audience involved, and integrating the use of social media, as brand's have done in this article is a great way to create viral marketing that makes brands easier to relate to and really engage consumer's. This article offers some great ideas around consumer engagement, and brings the integration of different types of media and the communication mix as well, effectively touching on and combining week 6-8 topics. Over all just a good and interesting read.
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