Hear from various industry experts on how direct marketing tactics and strategies have changed as the digital age has emerged.
Emily Gavigan's insight:
In relation to the first two responses of ‘redefining direct marketing for the digital age’ experts look at the impact digitization has had on direct marketing.
It is said that for direct marketers, relationships have and always will be the core to a business strategy and that today’s technological advancements in every sense has seen an increase in demand from consumers for further engagement.
Direct marketing is described as an essential element to a businesses integration communications program. The only development necessary within this digital era is for direct marketing to evolve just as the various interaction channels and customer’s expectations do. Merging the various digital channels into the direct marketing mix in order to further interact with consumers will accomplish this.
Direct marketing allows businesses to have direct communication with consumers, taking full advantage of this valuable tool as a highly effective way to generate a response from consumers.
For an increasing number of campaigns, integration across a large number of media is essential. Tim Bourne, chief executive of Exposure, explains how it should be done
Emily Gavigan's insight:
When developing an integrated marketing communications strategy a company must determine what appropriate marketing channels will work to integrate into their strategy. This article looks at reasons in to why well known brands have created such powerful integrated campaigns. The crucial component is outlined as having a strong insight with ‘a meaningful big idea’ and this can be communicated in multiple ways across media channels. The article states, “It is about connecting a brand truth with a real human truth”.
These powerful campaigns of Nike and Snickers have both incorporated this factor of consumer emotion and created something we can relate to. From here, they have taken their campaign and used either celebrity endorsements – Snickers using Katie Price and Rio Ferdinane in the “you are not you when you are hungry” campaign to tweet messages out of character, as well as using topical subjects with Nike in the ‘Find Your Greatness’ campaign launched around the time of the Olympics, demonstrating just how diverse these campaigns have been across various media platforms.
The article notes it is important that when it comes to creating a marketing strategy you can’t just envisage that having the same look and feel across different media channels will give you a successful integrated strategy. But rather, finding that unique aspect of a brand and locating that key insight that can then be transformed in to a bigger idea that consumers will relate to, will create a campaign that is both powerful and engaging, and most importantly diverse and easily integrated into multiple media channels.
In this lesson, we will learn how to recognize a sales-oriented marketing strategy. We'll learn what types of goods and services are typically sold...
Emily Gavigan's insight:
When looking to the marketing objectives of a business, a core component of integrated marketing communications is to be consumer-focused however this seems difficult to consider as an element of IMC when a business is solely sales-oriented.
Often businesses take the concept of advertising as a way of selling a product or service and nothing more. Sales can be described as the actual activity of purchasing a product or service as it happens, where as marketing is basically everything else surrounding this moment, everything leading up to purchasing the product as well as the interaction with the customer after purchasing, maintaining loyalty.
There are dangers in companies that embody a sales driven marketing strategy where opportunities are missed in better serving their customer base - as highlighted in the article through Encylopedia Britannica’s marketing strategy. The company was so focused on selling these printed copies that they completely missed the development of new technology of a CD-ROM and this saw their company fall from an extremely profitable one to one that was very much running at a loss.
Although it is important to note that in some instances this sales-oriented marketing strategy can be effective for some companies specifically when selling ‘unsought’ goods, these companies are often so sales driven that they miss the opportunities of meeting their changing consumer needs and lack the ability to recognize communication as a primary role of an IMC strategy.
Companies often fail to recognise the value of setting specific objectives in IMC, therefore this article describes the overall importance and impact these objectives are to the success of a business.
Cadbury Schweppes is used as an example throughout the entirety of the article to determine the objectives the company uses to maintain its position as the ‘representative of leading-edge international business focused on growth markets of Beverages and Confectionary’.
The company describes its success from satisfying the needs of its consumers, which is made possible by continually listening to, and learning from them in order to make appropriate changes to adapt to their desires.
An organisation that is so in touch with the changing business environments and its consumers changing perceptions has meant that innovative products are being created to best satisfy consumers. The development of a very popular product “Cadbury’s Yowie” can put its success down to its marketing objectives of putting in place an innovation process adding more value to a product in a socially desirable way.
Marketing objectives are central to a firm’s success and are the fundamentals to facilitating a well-coordinated marketing plan.
According to a Harvard Business School study, retailers taking advantage of cross-channel marketing were more profitable than those employing only a single channel.
Emily Gavigan's insight:
The article illustrates how companies find themselves asking which of the multiple media channels to choose from would best fit their brand and it is outlined that taking full advantage of all these channels will increase profits and awareness of the brand over those only using one or very few.
However, before promoting each channel, putting in place an overall strategy is fundamental to the brand. The article acknowledges that multi-channel marketing won’t set you aside from the competition but “creating a cohesive strategy that leverages each unique channel to reach the same goal” will.
Consistency is noted as an essential aspect of this strategy and that this repeat exposure across channels will create a stronger consumer connection and engagement with your customers if a consistent message is conveyed.
Incorporating well thought out media channels to leverage a brand is critical to an organization’s success, and using this strategically thought out process to create an effective communication mix is imperative when communicating to consumers.
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