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Which Is Better For Retail Sales, Online Or Offline Customer Engagement?

Which Is Better For Retail Sales, Online Or Offline Customer Engagement? | Milestone 2 | Scoop.it
Offline to online. Online to offline. Today’s consumers live multi-dimensional, multi-platform lives –and their buying behaviors reflect that same complex dynamic. In many ways, retailers are now racing to catch up.
Marcel Renata's insight:

The current article discusses the sophisticated mix of online and offline marketing, ultimately trying to keep up with consumers “multi-dimensional, multi-platform lives- and their buying behaviors’”. Interestingly retailers seem to be reverting back to traditional offline methods of sale creating a point of difference in today’s evolving world. Ultimately wanting to elevate consumer experience, and treat consumers how they would like to be treated. “Connecting with customer’s in-person is invaluable- if you do it well”. On the other hand online sales are very efficient, with purchases being made with “a few clicks of the mouse (or taps on the screen)” There are many reasons of why consumers will be satisfied with this method e.g. previous experience of the product, or the satisfaction of online services.
The main discussion is about experimenting with both, employing a solid marketing plan and using recent statistics of business performance to achieve the most successful formulae.

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Brittany R Taylor's comment, September 26, 2013 5:26 AM
Consumers are changing the way the shop in retail stores. As such retail has to adapt to the multiplatform lives. Someone might be happy shopping via the net, while someone rather be in the store and try it on. Businesses have to get the balance and make sure each consumer has the best experience possible. The main discussion is how do you balance both online market and the offfline or in store market and how do you balance both. Amazon doesn't have a store yet it achieves greatly whereas clothing stores may have to do differently. The article leaves it up to you how you want to be multiplatform business.
Jordan's comment, September 26, 2013 7:08 PM
Offline to online. Online to offline. Today’s consumers live multi-dimensional, multi-platform lives –and their buying behaviors reflect that same complex dynamic. In many ways, retailers are now racing to catch up. this to me seems very interesting as it shows the the dynamic nature of marketing and how it evolves as with the consumer and various trends.
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Direct Marketing More Relevant Than Ever

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.
Marcel Renata's insight:

The article reveals how much easier direct marketing has become in today’s society, as it works hand in hand with the convenience of consumer engagement. Being able to directly interact with consumers online has opened up multiple opportunities, allowing marketers to reach more and more consumers on a personal level than ever before.
Through the use of online blogs, tweets and pages on facebook for example, consumers are able to directly interact with a brand, expressing thoughts and feelings about particular products. This allows the brand itself to recognize existing and potential problems, using effective feedback from consumers to make the necessary changes to that product. Executed successfully, direct online interaction helps to create a strong emotional bond between the consumer and brand, increasing brand equity.
As mentioned, the most effective direct marketing promotion for consumers these days is anything that makes life easier and more convenient, such as smart phone notifications, making it key for the brand to keep on top of updates and also up to date with the latest technology.

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Brittany R Taylor's comment, September 26, 2013 5:13 AM
Direct Mrketing is now becoming a key tool in IMC, consumers are wanting easier ways to do things than ever before. The article talks about EasyJet who has adapted to the social expectations of being on the go. Having an app that can help with check-ins and booking flights as well as maintaining a communication with a consumer is effective; via email, updates or social media is profitable. EasyJet has done all this and every $1 they spend on advertising they make $4 profit, which shows they know what they are doing
Jordan's comment, September 26, 2013 7:13 PM
Through the use of online blogs, tweets and pages on facebook for example, consumers are able to directly interact with a brand, expressing thoughts and feelings about particular products. This allows the brand itself to recognize existing and potential problems, using effective feedback from consumers to make the necessary changes to that product. I couldn't agree more with Marcel on this one, spot on. This interaction is direct makrteing and consumers can develop strong brand associations.
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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 ...
Marcel Renata's insight:

Awesome article that’s 100% relevant to the given topic. The article is simple but wealthy in information covering aspects of the marketing communication mix, and also suggests four very useful steps which can influence a successful marketing communication mix.
Advertising, sales promotion, public relations, direct marketing and interactive marketing are all aspects included within the marketing communication mix that are mentioned, with only a few needed to be employed to attract more consumers.
Target customers, communication channels, cost estimates and measuring; are the four steps which can make or break a successful marketing communication mix.  Basically it’s knowing and understanding who your target consumer is, which type of communication channel will best suit that consumer, adjustments that may need made to the costs of the marketing campaign if necessary, and finally measuring the results of the campaign, making sure you are efficient in spending.

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Brittany R Taylor's comment, September 26, 2013 5:08 AM
The article gives clear, simple but informative information on each different part to the communication mix. It gives clear examples and what you should do at the end. It shows that you have to understand who your audience is, what the want and expect, how will you communicate with them and how do you measure your results. It states simply but effectively what you want to achieve in communication mix
Jordan's comment, September 26, 2013 7:15 PM
clear and concise, this article is the "dummys guide" for developing effective marketing communication mix, it basically breaks down everything and answers questions. this can be beneficial to any business looking to start up, i would reccomend such a thoughtful article.
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Social Media Strategy 101 [infographic] ~ Digital Information World

Social Media Strategy 101 [infographic] ~ Digital Information World | Milestone 2 | Scoop.it
I've created this infographic to highlight best strategies on how to take your social media marketing efforts from good to great.
Marcel Renata's insight:

I think this article is very useful for anyone wanting a basic guideline to marketing through the use of social media. It provides plenty of tips, and also highlights common basic errors that other companies have made. In my view the three main components are to network on all social media platforms (common to the target audience), maintain the same message throughout all platforms, successfully achieving IMC, and to continually be engaged with followers (consumers) keeping them updated with the latest news relevant to them.  Achieving these main aspects of marketing online will no doubt produce and maintain loyal satisfied customers, increasing your brand value and creating an emotional bond as you are keeping in contact making them feel special. Again, maintaining the same language throughout all channels of communication is key.

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Brittany R Taylor's comment, September 26, 2013 5:30 AM
The article shows 20 tips on how to market through social media effectively. Each tip gives a little suggestion about what you should do and how to connect with your consumers. It provides insightful tips that are often overlooked and as such may lose consumers. Some tips are obvious like keep consumers updated reguarly but plenty of pages have lost people interested because the posts or updates are to far inbetween. Overall the article is very effective and cleverly layedout
Jordan's comment, September 26, 2013 7:09 PM
Social media strategy is the concept of making reasonable and measured goals within a limited time frame with a specific set of social media networks to a targeted audience for a direct and intended purposes. Below infographic highlights 20 best tips to come with your own social media strategy. this was the most interesting fact for me, i now understand what a social media strategy is
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Integrated Marketing: Communicating One Big Idea

Integrated Marketing: Communicating One Big Idea | Milestone 2 | Scoop.it
Integrated Marketing is about communicating one big idea across several media channels with one voice in order to reinforce the brand’s co
Marcel Renata's insight:

Intergrated marketing is all about communicating a similar message through a variety of mediums, reinforcing a brands core idea. The article slightly focuses more on the online aspect of communication, as technology evolves so do consumers, becoming more connected and involved.
The advertising agency’s role is becoming bigger than ever. Having to become the ‘brand navigator’ requires directing various specialist agencies such as app developers, social media, and public relations, making sure that all channels are using the same language, portraying the same message, ultimately working as one. Therefore it is imperative that all departments are in constant contact through the advertising agency to achieve continuity, and that the agency is well up to date with the latest innovative media tools to keep up with consumers. 

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Brittany R Taylor's comment, September 26, 2013 5:20 AM
The article talks about not just what consumers want but what needs to happen behind the scenes. To be effective in communication you need a similar message or the same that can be spread out across all media platforms, and achieve cohesiveness. Advertising is becoming bigger and more creative, as stated in the article "consumers are losing interest quicker". It states that they want something beyond the message, they want to be part of the brand. You have to be attentive to your consumers otherwise you will lose in the end
Jordan's comment, September 26, 2013 7:12 PM
its is clear that if a message is communicated effectively, and consistently the more brand loyalty can be attained and importantly more awareness is created. Bloody brilliant. various forms can communicate this same message which ultimately builds strong brand equity