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Understanding the communication mix

Understanding the communication mix | Milestone 2 | Scoop.it
The primary goal of marketing communication is to reach a defined audience and affect their behavior by informing, persuading, and reminding.
Ruby Zhang's insight:

In this article, the auther addressed that their are two main goals that a marketing communication should achieve. One is to is to reach a specific audience and affect their behavior; the other one is to build & reinforce ongoing relationships with your audience. In order to do that the marketer need to not only work within the marketing area but also consider the 4ps of the market mix as well. The authors also suggest that using intergration media channels to communicating with the customers, and building a on going relationship between the business and their customers are becoming more and more important.

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Janis Wu's comment, September 25, 2013 10:44 PM
Great insight, Ruby! I strongly agree with you and the author about' using intergration media channels to communicating with the customers, and building a on going relationship between the business and their customers are becoming more and more important'. Yes, using the accurate marketing communication mix does not advantage the short run, it will also advantage for the long-run of the business. I also agree with author's opinion about achieving the primary goal of marketing communication is to reach a defined audience and affect their behavior by informing, persuading and reminding. This will be helpful while I plan my future marketing communication mixes.!
Crystal Harvey's comment, September 26, 2013 5:19 AM
Nice insight Ruby, what i liked about this article is the fact that it discusses the secondary goal of marketing. I also liked the flow of the article. After reading this article I feel a tad more knowledgable towards IMC.
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7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles

7 Benefits of Direct Marketing | Direct Mail Marketing | e-Miles | Milestone 2 | Scoop.it
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!
Ruby Zhang's insight:

I totally agree with the author. In this article the author addressed 7 benefits that companies can get when engaging in direct marketing channels. Direct marketing could help in collecte quantative data which can be analysed to discover more about certain target markets; A well-planned and dynamic direct marketing campaign can be highly advantageous to any business. Nowadays the mail marketing is geting less effective and we need to focus more on direct marketing that is adaptable to technological advances such as mobile marketing, networking and web based activities. Not only are these approaches cost effective and interactive, they build connections between businesses and consumers and build long term positive outcomes and high brand awareness. As result, for every business owner or marketing firm, it is indeed the right time to consider the tremendous benefits of a highly customized and one-on-one direct marketing advertising campaign.

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Janis Wu's comment, September 25, 2013 10:52 PM
Very interesting insight! Like you mentioned, direct marketing could help in collect quantitive data which can be analyzed to discover more about certain target markets. I also think that, direct marketing enables the company to target their current and potential customers more specifically, instead of wasting money into some advertisements or promotions that does not expose to customers heart! Direct mailing needs to consider about the message delivery time, because variety of companies may just want to send the emails out then forget about it. But what is the purpose of sending emails to target customers and they do not aware its importance!?
Crystal Harvey's comment, September 26, 2013 5:34 AM
Great insight ruby, you basically summarized all the key points the author made. I enjoyed the fact that this article explains the reasons to why businesses should get involved in direct marketing. The author basically persuades businesses to engage in direct marketing as it would be to their advantage massively. Overall a great, fun read
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | Milestone 2 | Scoop.it
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...
Ruby Zhang's insight:

I like this topic, it talks about the communication mix, and it tells us while we are communicating with our customers, we need to use the mix of the strategies, that including the target customer who you want to use your products and service; the communication channels you want to use which could make your communication most effective; the cost estimate, because you must make your campaign within the buget you have and try to make it as cost efficant as possiable; the measuring, to make sure your communication are effective, that people have aware of your campaign, and you may want to know how they hear about the company or the product, so you will know which communication channel or which type of campaign can work best for you.

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Janis Wu's comment, September 25, 2013 10:58 PM
Yes, you are so right! It is so important to choose the right media channel/communication channel for different product types. Because different mediums create different brand image and corporate role may also change in a customer's mind. Using different communication mixes allow marketers to gain the greatest advantage to expose the information to their desire level! in addition, there is no point for businesses wasting money and time for campaigns that customers does not aware of. Choosing the right media channel/communication channel is very important and very effective to the company/product!
Laura Jane's comment, September 26, 2013 10:27 PM
I agree that it is important to choose the right communications mix based on different product types. This article is useful because it highlights the different components of the communications mix which a brand/business could then choose from and apply to their product or service to effectively personalize their own marketing communications mix.
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Direct Marketers: Target What your Customers Want, Not What’s "Hot" | The Cross-Channel Conversation

Direct Marketers: Target What your Customers Want, Not What’s "Hot" | The Cross-Channel Conversation | Milestone 2 | Scoop.it
Ruby Zhang's insight:

I agree with the author, because the use of internet and social media are grow enormously, the marketers see huge oppotunities, so more and more marketers are put most of their focus on the internet and social media communication channels, no mater how effect those channels are really working for them. The author suggest it is very important for direct marketers to keep their eye delivering relevant messages to customers through the most appropriate channels.There for, focusing on the channels that offer the best chance of returning value are the most important things that the direct marketer should do, as some of the new channels are not fit the customer's wishes as the marketers espected.

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Janis Wu's comment, September 25, 2013 10:48 PM
I agree with you, Ruby! AND also, great insight! I strong believe that direct marketing is future marketing world! Just adding a bite more to your say, direct marketing is responding to current and future potential customers about a brand/product! Therefore, marketers should understand and aware that, direct marketing may play a huge impact to both the brand and their customers.
Laura Jane's comment, September 26, 2013 10:19 PM
I agree with both Ruby and Janis's insight here. To add, I believe that despite the advanced technological age, direct marketing should not entirely focus on engaging social media outlets, as the information can be easily overlooked if the marketing strategies are not effectively implemented. Focus should remain on implementing conventional direct marketing strategies to engage a wider group of consumers and on all kinds of levels.
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26 Tips for Integrating Social Media Activities

26 Tips for Integrating Social Media Activities | Milestone 2 | Scoop.it
How to create an integrated social media campaign and integrate the different components of social media to achieve optimal benefits.
Ruby Zhang's insight:

An very intresting article, the author gave 26 tips to tell us how should a company to use different communication channels to help to achieve optimal benefits. I totally agree with the author on the 26 point, buth the most stand out point for me is that the author suggest that the marketers should using a framework for integrating social media and traditional media, instead of focusing on only one of them, because even people are using internet and social media lot more than befor, but the traditional media still involed in people's everyday life, people still watch tv, listen to the radio or read the news paper, there are still very big opputunities for those marketers to use traditional media to target their target customers.

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Janis Wu's comment, September 25, 2013 10:54 PM
WOW, there are 26 tips for integrating social media activities? I am always interested in discovering factors about social media activities. Since social media platforms are being very popular and acting very active. I think this article well help me consider more while I planning my future marketing actives via social media.
Crystal Harvey's comment, September 26, 2013 5:24 AM
As mentioned by Ruby the author gives 26 tips for integrating social media, I felt this what too many tips. these tips were a bit confusing and thinking from a future marketer's perspective I feel there is a bit of an information overload.