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Rescooped by Ly Bibi Shen from Direct marketing and consumer engagement
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5 Tips for Effective Direct Mail Postcard Campaigns

5 Tips for Effective Direct Mail Postcard Campaigns | milestone 2 | Scoop.it
Even in today's social- and digital-media-rich environment, well thought out direct mail campaigns have the ability to capture a recipient's attention, get them to read and process content, commit.

Via Huiqing Chen
Ly Bibi Shen's insight:

I think I learned a lot after reading this article. Direct mail is a good marketing tool to capture a recipient’s attention and get them read it, commit to the message and then execute a specific call to action. This article tells us 5 tips for effective direct mail postcard marketing. 1. Cultivate the perfect list and craft targeted messaging. 2. Personalize content and be personal. Amie Peters says that marketers have to make the direct mailing personal, relevant and responsive. 3. Be specific with your call to action, and focus on just one. Remember to keep the design of the direct mail simple and uncluttered. 4. Include a way to track performance, then test and measure what works. Make sure your efforts are measurable so marketer could ask a question like ‘how did you learn about us’. From my own experience, every time I confused when people ask me this kind of question and now I know the reason. 5. Continually optimize and be consistent with direct mail efforts, which mean that marketers have to understand the current market and having a clear strategy with measurable goals and objective to make informed decision regarding the effort.

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Hendy Han's comment, September 26, 2013 7:14 PM
A really interesting article Levi. This article give a great tips on how to maximizing one of the most useful traditional tool for marketing. Many companies are still using direct mailing as it is still a major medium for keeping in touch with customers. Many companies are to focused on social media, they start forgetting on how direct mail can be a very effective tool
Vic Methven's comment, September 26, 2013 9:36 PM
Hey Anna, I also believe that using direct mail that contains personal content can be effective for consumers, it will add a relationship between the business and consumer and will hopefully engage the consumer to make a response to the communication. Although direct mail marketing is more expensive, it can also be beneficial for both the consumer and company if it is done correctly with the right strategic approach. I enjoyed reading this article.
Ahmed Salman's comment, September 26, 2013 9:43 PM
I agree with your insight shay. i like how This article discusses how you can capture comsumers attentionby direct mail with 5 important tips
Rescooped by Ly Bibi Shen from IMC : Creating an effective communication mix and measuring results against objectives.
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What can the giants of technology teach the high street?

What can the giants of technology teach the high street? | milestone 2 | Scoop.it
What can a more modest retailer learn from Apple, in order to improve the experience of shoppers on the high street?

Via PHAM THU NGA
Ly Bibi Shen's insight:

I like this article because it is very simple that giving out APPLE as an example that has achieved very high sales without the aid of price promotion and  show how effective communication create a successful brand. This article has state out what ingredients can a more modest retail budget seek to use to improve shoppers’ experiences in the high street.  Firstly, deliver best in customer service, not sales. Secondly, be bold and unafraid to leave space for shoppers to mill, breathe and reflect. Thirdly, where you can, edit your portfolio and messaging. Apple sells quite simple line that won’t confuse consumer.  In this article has highlight that customer service is quite important in IMC. It says that make sure to smile in different situation. This is the reason why apple really success as they bring out the best customer services in their retail shops when they facing consumers. Also I really like the author saying that ‘Shops are more than just places to buy things. They are the face of the brand, a support centre and meeting place. Be an inspiring place to visit, with passionate experts giving shoppers a great experience to boast about.’

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Shay Narsey's comment, September 26, 2013 5:36 AM
i agree with your insight matt and i feel it is important how you have mentioned the likes of apple will not let a customer walk away dissatisfied. this can create a good memory and even if they ever think of changing products they will remember apple has good instant back up service.
Markus Schobel's comment, September 26, 2013 6:35 AM
I agree with you matt, Consumers should always come I like how this article describes how apple has integrated themselves with their consumers
Markus Schobel's comment, September 26, 2013 6:35 AM
I agree with you matt, Consumers should always come I like how this article describes how apple has integrated themselves with their consumers
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week 6: Victoria's Secret, VW and Six More Marketers Explain How They Cultivate Creativity

top marketers from victoria's secret, domino's pizza, visa and toyota weigh in on the roi of creativity and what creative marketers they admire.
Ly Bibi Shen's insight:

This article is about having an interview with marketers in different companies which is quite successful in years. It has asked some questions to these eight famous brands included victoria’s secret, Pepsi, Pizza Hut, Visa, Crocs, Dominos, Volkswagen of America and Toyota. These companies are creative in advertising in the market. IMC is a really important aspect that we have to look at, and we can create a good brand which will be easily reaching the goal toward success. It has mentioned that much harder to drive creatively led experiences that are not based in digital. It is better to have a team of people with different backgrounds from leading brands, agencies, consultancies and technology companies from around the world. A successful brand has to make sure everyone in this company even different department has to think creatively, the manager should encourage and reward the employee even upon the failure of an idea, the risk-taking must be rewarded.

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Ceres Wu's comment, September 24, 2013 2:59 AM
Creativity is a mindset that we look to infuse across everything we do. It starts with marketers who are passionate about creativity and ‘the work.’ We find that the best way to build that culture is to have a team of people with diverse backgrounds from leading brands, agencies, consultancies and technology companies from around the world.
Felix Feng's comment, September 24, 2013 5:13 AM
I agree with the point that creatively is important in IMC. But I think it is important to the whole business. Creatively is based on the perspective of cusumer to do something new, unique or special for them to make their life easier and more interesting. So think about in the other way, once cusumer think the company reliable, then it is the beginning of success of the business.
Rescooped by Ly Bibi Shen from Week 8 - Direct Marketing and Consumer Engagement
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Week 8: Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community

Week 8: Direct Marketers: Target What your Customers Want, Not What’s “Hot” - Business 2 Community | milestone 2 | Scoop.it

Via Matilda Alisi
Ly Bibi Shen's insight:

This article has stated that ‘It is important for it’s important for direct marketers to keep their eye on the prize: delivering relevant messages to customers through the most appropriate channels.’ Nowadays, social and mobile messaging are a hot topics, but results shows that 77% of consumers still prefer that email is the good channel for permission-based promotional messages. And 9% is drect mail , 5% text messaging and 4% Facebook. I feel quite surprise after reading this article, because I thought something like facebook, twitter etc will be good channels for marketers to connect with consumers. So in this articles says that focus on what your customers want not ‘HOT’. Daniel Burstein says that “I think sometimes in marketing we get caught up in terminology, technology, and specific channels, but our customers don’t think this way, what they care about is communicating with each other. And finding the information they need.” I totally agree with this, I think when direct marketers figure out what consumers want from them and giving what they want use the right channel they prefer and this business will run successfully.

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Thapthim (Thim) Phithak's comment, September 26, 2013 10:35 PM
Hi Sean, even though the article shows that there are high statistical results in consumers preferring to get direct mails, i still think that its still important to have communication directly with their customers so that you can engage with them more better in my opinion because you can connect to them emotionally, and it also gives a better chance for the sales person to convince their customer to buy their product.
Melika Trott's curator insight, September 26, 2013 10:56 PM

Direct marketing seems to be the way to go these days, and the way to do this is through social media. This makes it easier to communicate with the target audience and taylor the product to them as individuals. This article contains nothing about emotional responses, the most powerful of the direct markeing stratigies, but does conatin alot of infomation about how trends affect marketing. It is important to give the customer what they want rather than the latest fad or trend at the time. There is the opportunity to make alot of money by going along with the latest trend or putting out products that conform to the latest craze. But these products however have a shelf life of usually less than 6 months, after which they are usually abandoned, forgotten on thrown away. What businesses need to distribute is something people will always need or want, things that they will keep comming back to buy again and again and will still be relevant in the long run. However social media is a very very recent development, will it turn out just to be another fad? Only time will tell.

German Grebenyuk's comment, September 26, 2013 11:04 PM
That's true Melika, going for hot trends can be a way to make some quick money, but it fails far more often than it succeeds. Identifying your target audience, establishing a strong relationship with them and responding to their demands is the best way of ensuring consistent profit and long-term success of your business.
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week 7: Direct Marketing More Relevant Than Ever

week 7: 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.
Ly Bibi Shen's insight:

This article talks about the why the integration of different types of media is so important. Social media has highlighted in this article and direct marketing is important to build deeper relationship between the consumer and the brand to gain consumer loyalty. They need to get involved in media tools to improve consumer engagement.  These tools are very useful target messages for IMC and marketer develop and enhance emotional bonds with individual customers, and customer groups through social networks. This article also giving some examples to us and deeply explain how a company uses a mix of direct marketing effectively.

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Ceres Wu's comment, September 24, 2013 2:53 AM
In the case with many consumers today, the most effective direct marketing promotion for me is anything that makes my life easier or more convenient. If I'm motivated by an alert of a specific promotion, special sale, or new product that I've expressed an interest in, I can order directly from my smart phone. Through blogs, tweets, and affinity groups more brands are becoming personalized through customer-led co-creation. I can get alerts on virtually anything I buy and let companies know how I would like their products modified for my changing requirements.
Felix Feng's comment, September 24, 2013 4:37 AM
I agree with that direct marketing is more relevant than ever. Before, cusumer may gather the information of what the company say and how to act through TV, news, radio and other traditional channels. But now, cusumer prefer communicate with company in direct way, not only from those traditional channels, but also other new social media channels. Through those social media, business can build the relationship with cusumer easier and easier to form a closer relationship as well.