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The Role of Direct Mail in the Modern Marketing Mix

The Role of Direct Mail in the Modern Marketing Mix | milestone 3 | Scoop.it

Via Alina Oleinik
Finn Mclaren's insight:

This article proves direct mail is not a dying channel of marketing, as people are 7 times more likely to open direct mail over and marketing email. May people believed direct marketing would fade away because of the presence of the internet whoever the fact that people still like to receive tangible forms of marketing is what is keeping direct mail alive. As this article states direct mail can achieve if a higher ROI is it is designed effectively and targeted toward the right people.

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Emily Gavigan's comment, September 26, 2013 11:09 PM
Great article Danielle, like you say bombarding people with flyers in their letter boxes won't create a response from consumers but setting in place a strategic marketing strategy to work out how they can effectively target their customers, will have much more of a positive response. A marketing strategy is essential in using direct marketing as a communication tool because without it the effectiveness of the campaign is lost.
Maggie Zhang's curator insight, September 27, 2013 12:08 AM

As today, more and more companies start to realize the importance of the direct marketing. Direct mail, as one of the most important tools for direct marketing, still plays a big role communicating with the customers. The research showed that 83 percent of direct mail is opened in comparison to average email open rates of 11 percent in UK and 44 percent of consumers have visited store, purchased or enquired the product after received the direct mails from the company. The research tells us even nowadays more and more companies chose using direct email instead of direct mail, sending mail is still an important tool to reach certain consumers. 

Rachel Chen's curator insight, October 3, 2014 12:00 AM

Direct mail marketing is seen as a dieing source. Within todays modern technological society, social media, email, internet etc. is seen to be such a better and more advance way to market a company or product that it has left many wondering if there is a future for mail marketing. Response is carefully measured in an attempt to take the waste out of marketing and should be part of your long-term strategy. Activity through virtually any media can be classed as direct marketing.

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Why Consumer Engagement Matters in Sustainability | Sustainable ...

Why Consumer Engagement Matters in Sustainability | Sustainable ... | milestone 3 | Scoop.it
The business world is undergoing a dramatic shift as it begins to value sustainability as a worthy policy to pursue.
Finn Mclaren's insight:

This article is about the relationship between consumer engagement and sustainability, this relationship is quite strong as it is the consumers who are a major driving force behind company’s becoming sustainable.  However as this article states only 5% of consumers will buy a sustainable product over and unsustainable equal if there is a price difference (higher for sustainable).  So it would seem that increasing the level of consumer engagement in sustainable company’s would be pointless. However as this article stated the aim of these company’s increasing their consumer engagement is “risk reduction”, getting the word out that they are a sustainable company in a market where sustainability is becoming ever more important  

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2 Tips for PR Pros to Add Vine to the Communications Mix

2 Tips for PR Pros to Add Vine to the Communications Mix | milestone 3 | Scoop.it
by Matthew Schwartz  This post can be found here Vine, a mobile app by Twitter that enables its users to create and post short video clips, is the latest shiny new thing in the social-media gestalt...

 


Via Kate Corkery
Finn Mclaren's insight:

In today’s advancing technology and increasing level of people readily using and have access to the internet on a verity of devices has established a growing bombardment of direct marketing and online advertising, which as a consumer you feel as if is being forced upon you. This is why I like the idea of vines ads only being 6 seconds long, as most consumers now when searching the web will not have the interest to watch or even pay attention to online advertising however 6 seconds is nothing. Which can present a problem when trying to get your message across as content is still king.

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Wenzi Liu's comment, September 22, 2013 1:09 AM
I believed that a short advertisement could be effective for a company, but might not be all. An effective advertisement needs to be able to transfer the messages that the company what to tell their consumers for their product or service, an advertisement would be useless if it fails to do this. Every company should design an advertisement that suits their own products and services in order to successfully communicate their messages to their consumers.
Cen Xun's comment, September 23, 2013 3:06 AM
this article introduced a social media app called Vine,this app sames very useful. because 6 second ads is so short, but people absolutely could watch them all and its a good time to show the creation of a brand. and I also agree Emily's quote "content is king, but creativity has become prince." especially during the social media marketing times.
Matthew Pivac's comment, September 26, 2013 12:12 AM
The above article brings to light the use of short form advertising through an application or 'app' named Vines that is made up of six second videos created by the user and streamed out to the world. This form of advertisement is very relevant in today's fast moving world of technology, as people's attention is constantly being fought for in the world of advertising and therefore the short videos will attract and get the viewers full attention to it's content and the user will fully receive the message.
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The Bing operating system: Microsoft bets on deep search integration to beat ... - The Verge

The Bing operating system: Microsoft bets on deep search integration to beat ... - The Verge | milestone 3 | Scoop.it
spyghana.com
The Bing operating system: Microsoft bets on deep search integration to beat ...
The Verge
On the Xbox side, Microsoft shipped an update to its Xbox 360 console that boosted its search ability with Bing integration.
Finn Mclaren's insight:

By reading this article I believe that Qi lu and his Microsoft team have fully undertaken the very important aspect of integrating there Bing web browsing software with all other Microsoft platforms. To me strengthening their partnership between divisions and integrating their products is the only logical way for Bing to compete with its larger rivals such a Google. The future is looking bright for Bing as the have Microsoft behind them and the ability to make more drastic changes as it will have less of an effect on their income, so the opportunity for a new innovation in the web browsing industry by Bing is looking very positive.

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Josh Leuenberger's curator insight, August 21, 2013 4:38 AM

A common phrase used when people are wanting to search for online information is to “Google it”. Google has become the internationally recognised term for browsing the internet for information. I personally use the term whenever I discuss the idea of looking for information on the internet. To break this strong brand name Microsoft have developed a search engine in which is incorporating the search engine “Bing” to be compatible with all Microsoft platforms. By integrating these products with Bing develops a consumers understanding of the product and the access to information. As the article states Microsofts goal is to make their brand “Bing”. The common phrase for searching the internet for information. By doing this the article states that Microsoft has the funds power over Google allowing for Microsoft to be more aggressive and take greater risks. My personal experience in where I saw “Bing” as yu could say trying to be used over Google. In on the MTV show Ridiculousness where at the end of the show the host Rob Dyrdek uses the term “Bing” to search a combination of words to develop an outcome of what can be searched on the internet instead of using the term “Google”.

Curtis Milner's comment, August 21, 2013 10:52 PM
@Josh Leuenberger’s I agree Google has become the dominate force for SEO systems on the internet. I myself definitely use Google when looking for information and I must say it would be hard for me to change from Google to Bing because I’ve hardly ever used Bing. Microsoft’s idea of integrating Bing into their latest products for example windows 8 and Xbox 360 is a good way to achieve more customer use but they are going to have to do more than that. I like this statement “Google is going to know everything and Bings going to know everything “the question is what are the user’s going to do with this information? It’s almost like they saying it comes down to who is going to have the better SEO in terms of information. But I’m a little on the fence when it comes to Microsoft, Microsoft might have the funds to compete with Google but like the author said they have come late to the party and it is going to be a really, really big challenge to beat Google. I think this will take Microsoft sometime to achieve this goal as Google are always constantly trying to find innovative ways to increase their SEO.
Matthias Röse's comment, August 22, 2013 10:26 AM
I guess everyone agrees on “to google it” has become a synonym for search something in the internet. Google has a huge competitive advantage against Bing by just being in place since the very beginning of Internet search engines. People are so used to use google and I think many people don’t even know any other search engines exist. It will be very hard for Bing and Microsoft to break this market entrance barrier. But I guess with Microsoft on board Bing has the chance to do so. It is not to be underestimated what impact the integration of Bing into the new Microsoft hard- and software has. If Bing should really succeed in this it will have a huge impact on the whole marketing industry because at the moment every website is SEO optimized for the google search engine. The Bing search engine will be slightly different and so it will be a challenge to marketers and software developers position a website on top of both search engines because that is where everyone wants to be and companies spend much money to reach that.